How to Create Video Content that Converts

How to Create Video Content that Converts

Video is at the helm of social and digital media campaigns right now. With social networks enabling live-video broadcasts, video is currently a massive social marketing trend.

Video doesn’t just have the ability to engage your audience, but also convert them  into paying customers. In fact, in a study conducted by Vidyard, 71% participating marketers claimed that video converted better than any other form of content.

However, it is not that simple to instantly convert a social media audience into actual customers. The ever-increasing competition and changing tastes and preferences of people demands a dynamic and flexible content strategy that caters to everyone.

Video Content: Why and how to leverage it?

The pressing question that content marketers face today is how to create engaging content that aids every stage of a consumer’s journey. Video content offers the flexibility and expression needed to create content that caters to different target groups.

You can use video to explain and demonstrate just about any intricate idea or concept. Videos are also considered extremely effective at audience retention in the busy content world.

Now let’s dive deeper into video content strategy and explore what you can use to target different levels of a conversion funnel.

Top of the funnel: Educational videos

The first stage of the conversion funnel is “interest” or “awareness”, where your audience simply identifies a problem and looks for ways to solve it. He/she is looking for information on the problem and possible solutions.

Educational videos are best to connect with audiences at this stage, because they don’t promote your product or service directly. Instead, educational videos showcase your offerings while and providing valuable information to your audience.

Informational/educational video content enables you to earn audience trust while helping them solve their problems.

Middle of the funnel: Explainer videos

The middle funnel has audiences who are aware of the possible solutions to their problem and are ready to consider options. This is the evaluation stage where your audience is researching solutions, but haven’t zeroed in on one.

At this stage, you have to showcase your brand as a potential solution in an engaging and informative way. Explainer videos are best at this stage because they explain, rather than promote the problem-solving aspects of your offerings. You can use storytelling and demonstrations in this format to create a massive impact on viewers.

Additionally, these videos are highly shareable and can help you spread brand awareness via social networks and other distribution platforms.

Bottom of the funnel: Testimonials, demos and more videos

The bottom funnel is the final stage in the conversion process, where your audience has already found a solution to the problem. They may have subscribed to your e-books or newsletters to express their interest. The real challenge at this stage is to stand out from your competition.

Demo videos of 10-15 minutes duration can paint a holistic picture of your brand before your audience. Testimonial videos are also ideal at the action stage, because consumers rely heavily on third-party recommendations and endorsements for decision-making.

“About videos” can also help you seal the deal by creating brand trust and establishing your brand’s identity.

Feature image Credit: Alekksall via