Video content is the cornerstone of any good marketing strategy. It is essential to any digital agency wishing to attract a wider audience and see their projects rock. According to a recent study, viewers retain up to 95% of a message through video (as opposed to just 10% with text).
What is more, landing pages with guiding videos can increase conversion rates by up to 80%. We simply cannot underestimate the power of video. Not filming or editing high-impact videos actually doesn’t define “creating it;” instead, it is about making sure the content is suited for different platforms, devices, and audiences. Let’s dig deeper and talk about the effectiveness of video content in digital marketing.
Video Conversion: A Catalyst for Improved Performance
The video conversion process involves changing video content into a different format to suit different viewing platforms, devices, or viewer preferences. After all, it is critical to reach and impact video content as far and as much as possible on digital channels. As stated in a HubSpot report, videos that are optimized for particular devices can increase viewer retention by up to 60%. This number is just huge. Just imagine converting all those people into leads.
It is no wonder that digital agencies use a video editor to convert videos to mobile-friendly formats or create videos that are optimized for a particular social platform so that the content reaches more people and drives engagement throughout a variety of touch points. Besides that, a well-thought-out conversion strategy can improve video quality, keeping the audience engaged from A to Z.
Types of Video Content That Perform Best
The power of video content is limitless. However, for it to perform to the fullest, it should be tailored to specific customer goals and audience preferences. Here are the most prominent types of video content to consider:
- Explainer videos —- These videos help simplify complex products or services, breaking them down into easy-to-digest mediums. Explainer videos have been proven to convert by 20 to 30 percent higher, lending clarity and value to the audience.
- User-generated content (UGC) — Authenticity is boosted by UGC, and this is seen as being hugely important for brand trust. User-generated content can boost social media engagement up to 6 times over. Therefore, it is an invaluable tool to have in campaigns to broaden the reach.
- How-to videos — Make sure that you create instructional videos for step-by-step usage of a product, providing help with troubleshooting processes. Apart from providing practical value to the audience, how-to videos improve customer satisfaction and increase brand loyalty by 50%.
Make sure that you diversify your video content. This way, you will reach different marketing goals, serve different audiences, and prove your professional approach to what you are doing.
Strategies to Optimize Video Projects and Drive Conversions
To leverage the full potential of video content, there are several key strategies that digital agencies must implement. They are aimed at improving video performance and conversion metrics:
- SEO optimization — Optimized videos to appear in search engines are ranked higher on search result pages and attract organic traffic. Using targeted keywords in titles, descriptions, and tags, you can up your video discoverability by over 70%. Besides visual content, closed captions and transcripts make videos more SEO-friendly, opening them up for people who are hearing impaired.
- A/B testing — A/B tests help agencies figure out which video formats, messages, and calls to action work best with the target audience. A/B testing video ads can lead to a 10% to 20% increase in click-through rates. At the same time, iterative testing works wonders when optimizing video content.
- Cross-channel promotion — The best way to ensure maximum reach and impact of video is to repurpose its content across multiple platforms. Videos shot by digital agencies can be adapted for social media, email marketing, websites, and even offline events. In cross-channel promotion, the brand message is reinforced across key touchpoints, thus increasing visibility and engagement.
- Crafting compelling narratives — Engaging video content is about good storytelling. With narratives that pull off emotions, digital agencies can make a stronger pull with their brand to their target audience. Ads with strong emotional content are twice as good as those with pure rational messages, which helps improve brand recall and conversions.
- High-quality production — To ensure that the video has an impact, you need to invest in producing high-quality content, professional-quality equipment, and editing solutions. Low-quality video results in a 30% drop in audience retention. On the other hand, pro video production retains your viewers and entices them to spend longer viewing your content. This translates into higher conversions.
The point of each strategy is clear — video converting helps improve content quality and effectiveness while maintaining consistency.
Let’s Wrap It up
Video converting isn’t just a technical process; it’s a strategic tool that empowers digital agencies to deliver exceptional results. By ensuring videos are tailored to platforms, audiences, and campaign goals, agencies can enhance engagement, improve visibility, and drive conversions. For any agency aiming to stay competitive, mastering video converting is not an option — it’s a necessity.
By embracing this practice, agencies can unlock the full potential of video content and transform client projects into success stories.