A solid content strategy, site architecture and usability testing can do incredible things for user engagement and conversion to create this connection, however, the scales are tipping for some toward a more interactive environment. The most effective experiential application to cultivate this connection, is the use of the moving image.

As video becomes more and more prevalent through the immediate use of mobile phones with quality results and taking into consideration that video is popping up in over half of the top 100 search results listings – it’s become increasingly clear that this platform is an important part of a digital marketing strategy that will only continue to gain traction.

We’ve extolled the virtues of visual storytelling across various platforms, and briefly touched on the use of video – here we go into detail on the specifics of how best to create engagement through this powerful application.

Build a video strategy as you would a business plan or wireframe. Don’t try to get it all into one – but break up the content into digestible ‘chapters’ that can be released over time or in snippets to create a buzz that users will await, or return for the next installment. Begin with the core brand video or product introduction and work to create more focused detail chapters that get into specifics of a feature, event or promotion.

Creating content that is informational and useful to the targeted audience is key, however, creating a call to action is perhaps the most critical aspect. Ensuring that the momentum built through the video is capitalized on immediately will create an infinitely better chance of conversion.Include ‘hot spots’ where appropriate, creating in-video calls to action. Be careful to not go overboard, offering only the most relevant calls to action. A link or button at the conclusion of the video is the most effective method, however, an impactful audible call to action, in-video link or survey can be just as resonant.

Because assets like video are seen as relatively easy to make with the prevalence of quality mobile technology and editing applications – many feel they can do just as well as a professional. Working with a creative team to strategize and produce a final product that truly reflects the brand or organization it represents is of the utmost importance. If producing a more casual ‘company culture’ or event video, or if the company or brand is more fringe/indie based – a diy approach can be appropriate.

The ‘sweet’ spot for video length is less than 4 minutes. Testing shows that engagement drops when brand experience or product videos are too long. Keeping content to the point but with a connective angle to the user is key to conversion. 

Embedding each video on it’s respective site will ensure better link building. Building a library of videos on YouTube or Vimeo will provide the possibility of increased reach but little to no optimization for the site the video is made by. Further, the use of an informational company video on a landing page has been tested to decrease bounce rates significantly. Ensuring that tags are included and a descriptive title (steering away from being too catchy) will greatly help relevant rankings, bringing the right user to the right content.

In refreshing or supplementing a marketing initiative with regard to creative assets, the use of video (moving imagery) is a highly effective approach in the current user landscape.