Video marketing is currently one of the most popular strategies among both B2B and B2C businesses. And there are a few good reasons for that.
According to our survey:
- 76% of marketers say that video has shown positive ROI in their marketing efforts.
- 83% of people agree that a product/service explainer video helps them in making a buying decision.
These points show that videos have an incredible power to persuade consumers and impact their purchase decisions. However, it’s not the only superpower that videos have.
If you incorporate videos in your content marketing strategy, you can also effectively improve customer loyalty.
Statistics by Optinmonster shed light on another important factor. The average retention for a video is 52%, and this rate largely depends on the length of the video.
Reportedly, if your video is longer than 20 minutes, it will retain about 25% of viewers. But, if its length is 1 or 2 minutes, the retention rate will rise to 68%.
This is the reason why you need short videos – they’re easier to comprehend, are more engaging, and more likely to boost customer loyalty.
Of course, a two-minute video does not seem enough to properly introduce your brand and get customers interested.
Not to mention that such videos are not the obvious solution if you want to get more dedicated customers. So, what should you do in this case?
To put you in the right direction and give you a dose of inspiration, we’ve prepared a few useful tips for creating short videos that will positively impact customer loyalty.
1. Inspire customers with user-generated content
The best way to boost customer loyalty is to show your customers that they are appreciated.
It’s important for the consumers to form a meaningful relationship with brands based not just on purchases but on mutual trust and admiration.
In this case, user-generated content can be the best solution.
The examples of many brands have proven that customers sometimes have the most outstanding business ideas and can help a brand transform its marketing strategy with creative and unique content.
GoPro’s experience with user-generated video content is the best example here. Back in 2015, the company launched a contest for its fans for the chance to win $1,000.
Fabio Wibner won this contest with a short video that now has over 63 million views:
If you scroll down the brand’s video feed on YouTube, you’ll find that there are other user-generated videos, and all of them have over 1 million views.
This is proof of how user-generated content can impact engagement.
How to implement short user-generated videos in your marketing strategy?
The reason why the GoPro’s video from the example above performed so well was that it was a part of a contest.
If you want your customers to contribute content, you need to give them something valuable in return.
However, if you want to incorporate short user-generated videos, you need to make sure they make sense for your current marketing strategy.
In GoPro’s example, it was a contest for fans of extreme sports. You can launch your own campaign and develop a curated content strategy that includes the rules and requirements for this content to make sure that it fits your brand’s overall marketing efforts.
Whatever you choose, such campaigns are a must if you want to boost customer loyalty and retention. Besides, running a user-generated short video campaign will supply you with tons of unique and creative content.
2. Provide essential product information with onboarding videos
Customer loyalty also depends on how well you educate the consumers about your product. Sometimes, when customers start interacting with a product, they have a hard time operating it because there’s a lack of proper instructions.
What happens as a result?
Most likely, the customers will lose interest in the product, or you will have to start using conversational AI because your customer support will get overwhelmed from all the incoming queries. Either way, you will most likely start losing money.
However, if you invest in short onboarding videos, you can avoid these problems. Tidio, a company that develops conversational AI, prepared a set of onboarding videos for its customers on how to set up a chatbot:
Once you have a set of onboarding videos, you can repurpose them in many ways.
For instance, Tidio embeds the links to its short educational videos in onboarding emails. Thus, the company maintains customer loyalty at every stage of the sales funnel.
3. Boost customer loyalty by praising your customers
User-generated content is surely an effective way to boost your customers’ dedication to your brand.
However, it’s not necessary to launch a contest involving user-generated content every time you want to boost customer loyalty.
You can simply create a short video thanking your customers.
For Amnesty International, it’s a tradition to create such videos.
Every year, the organization posts a thank-you video in a storytelling format to praise all those who contributed to the organization’s cause:
This way, Amnesty International thanks its workers, donors, volunteers, and contributors for helping the organization bring truth and equality to the parts of the world that need it the most.
Another touching example of such a video format is by Procter and Gamble, who posts short videos titled Thank you, mom dedicated to the mothers of the athletes who participated in the Olympic Games:
Even though this is a commercial with product placement, it has a deeper meaning as the brand shifts the attention from the product to the effort and hard work that mothers put into making their children into successful athletes.
You can also incorporate such thank-you videos into your marketing strategy. But, keep in mind that they should be dedicated to a certain cause or an event.
For example, you can create such videos to mark the end of a year and acknowledge your customers’ contribution to your brand’s success.
Or, if you have a new product coming out, and your customers were involved in making it, you can praise them for playing an important part in helping your business grow.
Of course, such videos won’t appear in your content marketing strategy often because there should be a meaningful cause that these videos would celebrate.
However, there is no doubt that they will work miracles to help you boost customer loyalty and retention.
Over to you
The relationship between a brand and a customer takes a long time to form. However, it’s in your hands, as a business, to do everything to improve customer loyalty.
You can do it with loyalty programs, attractive deals, or simply by engaging them with meaningful video content.
Over time, videos have proven to be the most effective content for boosting customer retention and loyalty. And the examples of brands that we’ve shown you today prove this point.
So, if your goal is to get more dedicated customers, diversify your content marketing strategy with short videos that feature user-generated content, offer valuable product onboarding, or simply thank the customers for staying with your brand.
But, we understand that every business has different needs when it comes to video content. That’s why we offer you to contact us for a custom video quote.
Our video strategists will follow up and help you develop a video marketing strategy that’ll successfully represent your brand.
Talk with a video strategist
This post was written by Dorian Martin. He is an experienced writer, editor, and proofreader. His writing career started at college, as he helped younger students with requests like “help me write my paper” and “proofread my essays for tomorrow.”
Soon, Dorian turned his passion for writing into a business after launching a blog with digital marketing tips for startups and small businesses.