Videos are quickly becoming an essential component of any sales engagement strategy. As the appetite for real-time video grows, you can expect to see more sales engagement platforms focused on bringing your entire business directly into video with engagement capabilities.
The most crucial reason videos are now mandatory is that they provide incredible engagement consistency for users across devices.
Videos work everywhere on the internet, including mobile phones, tablets, laptop computers, TVs, and giant screens at events. No other form of content is suited to such a wide range of marketing mediums.
Engagement
Engagement is everything, and video has become the engagement king. All you have to do is understand your current social media feeds to see how addictive video can be, especially on mobile devices where typing isn’t always the easiest thing to do.
According to Deloitte, around 80 percent of US consumers now pay for streaming video services, up from 73 percent before the COVID-19 pandemic began.
There are other reasons why videos are so engaging.
- Videos convey more information than text or images (two to six times more)
- Users retain 95 percent of what they see (compared with 10 percent of what they read)
- Videos create a deeper connection with their audience because people like looking at faces and listening to voices; hearing and watching something causes a greater impact than reading it does. It helps explain why research shows that 55 percent of users say they would prefer watching a video about a product.
- In short, video is more engaging because it’s real and visceral – it’s much harder to ignore or close your browser window if you don’t understand something in the first few moments of watching. It triggers emotion, which makes users pay attention, resulting in higher levels of engagement.
A/B Testability
Videos allow you to A/B test several things at once. The traditional use for testing with web pages has been to create slight variations in copy, layout, and images – but not anymore.
Now, all that is left to do is, select a word or image to test with, upload it as a video instead of static images or text, and track the consequential metrics at the page level.
A short video, which lasts not more than a minute, has the highest viewer retention. Longer videos, which lasts up to ten to fifteen minutes, have only 50 percent of viewer retention.
User-experience
Videos create an environment where users make faster decisions about your product. They help your customers understand if your offering will meet their needs.
Videos, when done right, can have your customers feeling like they’re speaking to a salesperson inside their browser, one who answers questions before they even ask them.
When you integrate videos into your sales engagement platforms, you can expect better results on your campaigns because video drives higher engagement and response rates than other mediums.
By clicking a single button on your browser, you can watch any video about any subject on social media or search engines to hear from experts and customers just like you.
These videos will give new prospects the information they need to make informed buying decisions while keeping existing customers engaged and improving their product-knowledge retention rate.
When users get personalized experiences across devices with fast load times, it can increase brand awareness among potential buyers. This will eventually lead to more sales.
User Interface
Video is just an easier way to communicate. It’s easier for people to understand how your product works when they see it in motion, which leads to faster decision-making and lower abandonment rates.
Performance Metrics
The performance metrics you’ll get from integrating videos into your sales engagement platform are highly actionable, allowing you to optimize your campaigns quickly by constantly testing new variables at the campaign level against historical results.
The click-through rate increases significantly because video provides more information than other media types (for example, static images or text) do; this makes users trust the messages in the video that much more, even if they don’t fully understand the product’s benefits yet.
Conversion rates go up because videos are highly engaging, drawing users deeper into your sales funnel to explore all the options you have to offer them.
That means fewer people abandon forms or refuse to give out their information because they’re tired of having to navigate through pages of text and images that don’t answer their questions promptly.
Finally, when it comes to performance metrics, integrating video into your sales engagement platforms also provides vital insights compared to traditional static media.
