How to Use Video Content to Increase Audience Engagement

Video marketing is now an integral part of audience engagement and spreading brand awareness.  According to Wyzowl’s 2020 study, 85% of businesses are using video as a marketing tool. And large companies aren’t the only ones using video in their digital marketing efforts. Many small, local businesses are also using video content to connect with consumers.

With so many possibilities around video content, where do small businesses start? When it comes to working interactive visual elements into your online marketing efforts, there are three places you’ll want to use video content:

• On your website
• On your social media
• On YouTube

Depending on the type of content you are putting out, the medium you share it on might change. Here’s a breakdown of how what you post determines where to post.

On Your Website

Your website is the perfect place to showcase longer videos that your customers might find useful and have the potential to be shared online. It can also include video testimonials from customers; interviews with company founders; or even a virtual tour of your store. Videos housed on your website should be a professional representation of your business and instill confidence in the consumer that you are an industry expert.

For example, a kitchen and bath remodeling company might consider creating how-to videos that explain a commonly asked question in your industry, such as “how to install new cabinets,” or “how to clean granite countertops.” This appeals to both current customers and consumers who are simply looking for helpful advice.

On Your Social Media

Video is now a major part or nearly every social media platform. What started with the ability to upload short videos to your Instagram and Facebook profiles has grown into stories and live-streaming, interactive videos. With Facebook Live and Instagram's IGTV, more companies are using social media to broadcast videos and boost interaction with customers.

The whole point of using social media is for the social interaction, so you want to make these videos shorter and more relatable. For a home improvement company, you could make a short video of your team installing new kitchen cabinets or the process involved in swapping out a bathtub. These videos are less formal than a video on your website, so have fun with it and don’t be afraid to show a more personal side of your company.

On YouTube

YouTube is a little different because there are actually two routes you can go within the platform. You can upload longer, informational videos similar to the ones you’d put on your website, or you can create short advertisements to play at the beginning of other popular content.

If you’re putting videos on your own website, there’s a good chance you're using YouTube anyway to embed the videos on your site. So, there’s some overlap between these two options. But if you’re using the video sharing platform for advertising, you’ll likely be creating shorter videos that quickly catch the attention of the viewer.

Unless you're willing to pay a hefty price tag for your YouTube ad, your audience will likely have the ability to skip your video after a few seconds. That’s why it’s critical that you choose the right videos ad that will grab the viewer’s attention within the first five seconds.  And be sure you're targeting your advertising well.  For example, if you’re marketing your kitchen remodeling business, consider advertising on other home improvement and DIY videos.

Watch and Learn

Video content has the power to engage your audience in a way text and images can’t.  However, it won’t do you any good to create videos if you aren't using them in the best way possible. Before you upload videos anywhere on your website, social media or YouTube, make sure you’re using the right platform for your content and targeting the best audience.