Video Marketing

How Many Videos Does Your Brand Need in 2021?

If you’re a big brand that sells online, you’ve almost certainly noticed a surge in eCommerce sales in the past few months. With this shift to eCommerce, your brand needs to adjust to capitalize on this trend.

Let’s jump right into the feet of your site visitor. Going to a store these days feels risky, so they’re more likely to be shopping online (hence your surge in eCommerce sales). We know that anyone who researches online needs new, relevant videos that connect with them personally so they can make a confident buying decision. 

While high-production brand videos, featuring the “perfect real customer” are important and help share your brand promise, they don’t really convey the experience of using your products.

Authentic experience videos are what you need to convey the true experience of using your products and give your customers the confidence to buy.

See this example of an authentic experience video below. In this video, the customer is demonstrating what it’s like to use the vacuum cleaner and talking about important features such as battery life and how easy it is to change attachments.

Authentic Videos convey that you’re keeping your brand promise

You want to make sure you’re building trust with site visitors, so they actually purchase your product or service. These days, this is no easy feat, especially if you want to stand out from your competition. 

With COVID-19, customers are less inclined to go into stores. However, shopping online brings risks of its own. Online, customers are unable to touch or try on a product, or have questions answered by staff.

In many cases, online shoppers have to rely on text reviews to make a purchase. However, text reviews are sometimes viewed as inauthentic by shoppers. Additionally, they do not convey the true experience of using the product.

All of this leads to a greater risk that the customer will have to return their online purchase, something that no one enjoys doing.

So what can you do to build trust so consumers feel confident in your brand and what they’re about to purchase? The answer: many authentic, real, customer and even staff video experience stories about your products or services from the diverse group of customers that you currently have, from specific areas where they each live, all to provide proof, specific proof, undeniable proof, of your brand promise.

StoryTap specializes in story-first and video-first, authentic social proof video experience stories that drive natural online buyer engagement. Most importantly, these videos boost online buyers’ confidence and trust with a manner, method, and story that works for them.

So, why do you need so many videos?

To understand this, let’s dive a bit into a few elements around videos and how they’d fit into your big picture.

Longevity: As a shopper, do you trust a video that’s six months old? How about one year old? Nope, us neither! Everything from clothing to tech to CPG and even tried and true recipe restaurants like KFC have had to change. Any level of dated video is just too old to matter. 

Rule of thumb – any video older than three months is not going to be relevant to your visitors.

The story: What stories matter to your site visitors today? We’ll save you the guesswork. You actually don’t know. No one knows. There are a variety of different stories that your shoppers may be interested in such as how a certain piece of clothing fits or how to install a product. Given that you will need different story types, how many social proof video stories do you need on your product pages? The answer is as many as it takes to lower the barrier and build trust and confidence to buy. 

If you’re a clothing manufacturer, you may have a mix of authentic video stories that look like these below. As a brand, you’re looking to tick the right boxes to build buyer confidence. It’s about value and emotion. 

    1. Emotion: Customer video product review that speaks specifically to how they feel and the fashion of the product. 
    2. Value: Customer video product review specifically on the quality and what surprised them about how great the quality was.
    3. Authority: Staff story on what makes the product popular this season, describing the quality and pairings from their perspective.
    4. Origin: Product fulfillment from fabric choice to the packaging and why it’s exciting.
    5. Trust: Video Q&A to answer all the questions you didn’t think about.

If you’re a company that sells cheese, your video stories might look like this: 

    1. Emotion + Value: Customer video product review on taste and experience.
    2. Authority: Restaurant manager’s video review on quality/taste/public opinion.
    3. Authority: Wine partners on their preferred wine pairings for each cheese flavor.
    4. Origin: Farm stories about where the cheese came from.
    5. Trust: Video Q&A to answer all the questions you didn’t think about.

As to how many stories from how many “real people” it takes to help build trust and confidence, our equation would look like this:

# Stories x # SKUs x Relevance = # Videos per year

Personalized videos matter: We all know online shoppers come from different cities in the world, and they all have different preferences and tastes. No two consumers, cities, or countries are the same. How can you cater to every single consumer from every city or country?

This is where personalization software comes into play. We all know what personalization is, right? It’s showing content to online shoppers that makes sense for them or people “like them.” For example, as a clothing retailer you’d only show items for women if the consumer is a woman.

Now, layer on personalization video social proof – it’s a game-changer! If you’re a Mom purchasing products for your child, seeing videos from other Moms (not Dads) could mean the difference between making a purchase or not. Moms care about different things than Dads. That’s not scientific…that’s just common sense. 

For instance, what if you could target an even more specific market, such as Moms from Boston? Now it’s even more focused and detailed! Being able to only show videos of Moms in Boston TO Moms in Boston takes “like me” shopping to the next level. 

You can even drill it down further! How about only showing Young Moms in Boston videos to other Young Moms in Boston. That slight nuance could be truly relevant to your buyer’s journey. 

Oh, and did we mention languages? Looking at Boston’s demographic landscape, there are potentially several languages that could even tighten the parameters around “personalization”. To pull that off, the video equation would look like: 

Geography x Demographic x Language (if applicable) x # SKUs x Relevant/Ongoing/New = # Videos stories per year

Now, let’s jam on video SEO. Video SEO is like the more impressive older cousin (you know, the one with the flashy car and designer clothes) of text SEO. And everyone wants video SEO. Why? Because it sits above anything you’re able to do in text SEO!

Video SEO really landed on the scene when Google bought YouTube. Do you rank with “brand promise videos?” Yes, possibly (on YouTube). Do you rank with your influencers via YouTube? Yes, possibly…but that traffic goes to their YouTube channel. 

StoryTap has invested a lot into nailing Video SEO, so we know it must work in two ways:

    1. Including calls to action right from the search on a product or a question, such as “What’s the best BBQ for a condo?” The answer then leads the query directly to a product page (while also showing “like me” videos).
    2. Optimizing our client’s YouTube playlist to help build their subscriber list and SEO, all while directing traffic back to the client’s PDP page. YouTube is key in 2020 since it’s video-first.

Let’s dive a bit more into YouTube. In 2020, having 10 videos per year really does not cut it. At that rate, your YouTube channel is now just a place for you to host a few videos and is not providing value to your brand. To optimize your YouTube channel to SEO rank, you need to be adding relevant videos to your specific playlists daily or weekly. That equation would look like this:

Demographics x # SKUs x Language x Playlists = # Videos daily/weekly

It’s also important to think about other video channels like TikTok, Amazon, or Pinterest. For instance, if you plan to invest in TikTok, you’ll need a strategy there. TikTok influencers can only take you so far. Eventually, you’ll need other video-first platforms to help you scale your TikTok effort and brand pages. So that would be? Pending on your playlist, you’d need this equation in play:

Demographics x # SKUs x Language x Playlist  = # Videos /daily/weekly

So, there you have it. Videos are where it’s at in 2020 and beyond! And lots of videos, at that. Today’s consumers build their understanding and trust of brands on the memories they collect from interactions with those companies. 

Authentic story-first videos by real people are just the ticket to drive natural online buyer engagement for your brand. If you’re not delivering on your brand promise through every touchpoint, you could be missing out on the opportunity to foster a strong consumer following.

Let StoryTap help! Leverage our extensive experience in gathering authentic videos to drive traffic to your site. We’ll help you collect videos, ensure quality, and even track your results.

Book a demo with our team at StoryTap to learn more. 

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