Do posting videos on social media feel like beating a dead horse to you?You’re posting and posting and posting and…..
We get you. We see a lot of people struggling with the same and this is why we’ve put this post together.
In this guide, we’ll show you why your video content is not getting enough likes, comments, follows, shares, and most importantly, consistent attention from your target audience and what you can do to fix it.
We’ll share with you a quick-yielding plan for how to use video to effectively boost user engagement.
Let’s get started!
Table of Contents
How to Use Video Content to Boost Customer Engagement?
First, let’s clear the basics.
If videos are already an integral part of your content strategy, I assume you’re well aware of the benefits of videos for small businesses.
Or how video content could be a phenomenal game-changer for content creators.
If you’re not confident about the benefits video content could bring to your digital presence, I highly recommend you click on those linked posts and give them a read!
But if you’re already producing content, knowing its value — there’s a high chance you’re expecting it to generate some results for you. You might be expecting:
- A surge in follower count
- A close-knit community
- Massive impressions
- Meaningful engagement from the target demographic (in the form of likes and comments)
- And perhaps, some virality and positive fame!!
That’s a valid expectation.
But the thing is: putting out valuable content is not enough. Your target audience will not be attracted to you simply because you’re educating them.
They’ll be attracted to you when you are educating them AND interacting with them. Or let’s say when your relationship with them is two-way.
How to do that?
Essentially, there are two ways:
1. Produce Interactive Content
By definition, interactive content is any content that demands input from the viewer. These days, this ‘input’ is as simple as liking, subscribing, commenting, and sharing.
While that would technically count as an interaction, we’re looking at the term with a much deeper perspective here.
You want the viewer to take an action for their benefit and because they want to do it. Not simply because you asked them to do it and they see the ‘action’ as a means of supporting you.
You can make them want to take action by themselves and without having to ask by incorporating free and/or instant benefits in your video content.
For example:
- Mini-games that give instant joy (could be a fun crossword)
- Quizzes that give instant results (also known as lead magnet quizzes)
- Instant reply from team/post author
- Contests/giveaways
This interactive content should also align with your video marketing funnel. It should be relevant to your business.
2. Deliver Answers to their Inbox/Wall
The other way to interact with your audience is to deliver answers directly to their email inbox or their walls.
What does this mean?
Work on your video content distribution.
Study your audience and find out where are they most active. What channels do they prefer? Moreover, find out where do they like to find the answers to queries.
- Do they google their search queries?
- Are they looking for solutions on YouTube?
- Are they browsing TikTok for the information they seek?
- Or is their email inbox the source of their daily content consumption?
How do you find this information? Well, for this you’ll have to invest some time and money in:
- Social listening (i.e., spend some time on your audience’s favorite platforms)
- Social monitoring tools
- Tracking lead behavior (on Google Analytics or lead gen tools)
- Observe your existing followers/community behavior
- Study your competitor’s community in depth
The more data-backed your efforts are, the better results you’ll be able to drive. And of course, if you do not have the time to conduct this research yourself or don’t know how to source experts for each task, you can always try out our social media management services —- where social listening and community building is a part of the package.
But wait. How does delivering answers directly to your target audience make your video content interactive?
Here’s the math:
Imagine you offer career consultation services. Person A (who aligns perfectly with your ICP) often searches for career advice on YouTube and TikTok. They’re searching for things like:
- How much does career in X pay?
- Success stories of X field
- Pros and Cons of X field
Now, if you produce video content for these specific queries and post them on YouTube and Insta — there’s a high-chance they’ll discover your videos if your YouTube SEO is on point or you’re compliant with the algos of both the platforms.
When your business’s or profile’s name constantly pops in their feed along with the answers they seek, they will follow you without you having to ask them. They will like your content more often because it aligns with them. They may even save and share if you deliver great value.
Remember, even if they do not have a video for the exact keyword they’ve searched or their search intent. But you regularly share optimized video content around their concerned domain, there’s a high chance you’ll show up on their feeds regardless. The more you show up, the easier you are to remember — and the more likely you are to win their trust.
In this way, you prompt your target audience to take an action without having to ask them! 🙂
Now, let’s look into some actionable ways to boost customer engagement using videos…
Section I: Video Production
a) Short-form Social Media Videos
Lately, short-form videos have been on the rise. According to Sprout Social, consumers find short-form videos 2.5 times more engaging as compared to long-form videos. And when we say, ‘short-form’ videos, we’re referring to 30-60 seconds long video content.
Plus, short videos often perform well and they’re more likely to be shared. This increases your brand’s visibility.
Given this, it’s best to produce concise, attention-grabbing videos tailored for specific social media platforms like Instagram, TikTok, or YouTube shorts. Again, your focus should be on platforms that are most used by your target audience.
b) Live Video Sessions
According to another survey, 66% of video marketers considered it wiser to invest in live videos. These videos generate the most engagement.
Consider live videos from your favorite influencers. Even on LinkedIn, the quickest way to grow is to show up every other day with a live video. It generates engagement like no other!
In these video sessions, you can host live Q&A sessions, product launches, or behind-the-scenes events. Remember, live videos create a sense of urgency and real-time interaction, encouraging viewers to engage with comments and questions.
c) Live Polls and Surveys
During live video sessions, you can also use polls and surveys to gather instant feedback from your audience. This not only encourages interaction but also provides valuable insights into customer preferences.
d) Interactive Product Showcases
Since online shopping is the new norm, online interactive product showcases can be a great way to boost customer retention and attention.
Develop interactive 360-degree videos or virtual reality experiences that allow customers to explore your products in a more immersive way. This can be particularly effective for industries like real estate or e-commerce.
e) Contests and Challenges
As mentioned earlier, contests are a great way to engage your audience because they promise a direct and definite benefit to your audience. You can run video-based contests or challenges. Ask your audience to create and share their videos related to your brand, products, or a specific theme. This not only engages your existing audience but also attracts new participants.
Section II: Video Distribution
a) Personalized Video Emails
Personalized videos can improve your response rate by 8 times. These videos basically address the viewer directly, create a 1:1 relationship, and solve their problems more effectively.
So, incorporate personalized video messages in your email marketing campaigns. Address your customers by name and tailor the content to their preferences. Tools like Bonjoro or Vidyard can help you easily integrate personalized videos into your email strategy.
b) Collaborate with Influencers
Partner with influencers relevant to your industry or niche. Influencers can create authentic video content that reaches their followers, providing a credible endorsement for your brand. Here’s a step-by-step guide on how to collaborate with influencers on YouTube.
c) Utilize Video SEO
Generally, for better discoverability and distribution, it’s essential to work on optimizing your videos for search engines by using relevant keywords in titles, descriptions, and tags. This can increase the likelihood of your videos appearing in search results, reaching a wider audience.
End Note
Usually, interactive videos generate quicker responses than educational or informational videos (unless you’re educating the audience about a trending or controversial topic). If you don’t see the results you expect even after implementing the above, feel free to drop us a message. There’s a high chance something about your thumbnails, transitions, length, or overall video layout is not vibing with the target audience. We can point it out for you and even take care of it!
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