How to use video to bring customer communications to life
Thanks to powerful smartphones and increased bandwidth, online video has gone from being a novelty to a normal part of our day.
YouTube, Instagram and Snapchat are all encouraging us to watch more videos – from personal jokes and political documentaries to tips for fixing stuck taps.
Video is easy to consume, because we can just sit back and watch the content unfold. It’s often easier for people to watch a short video than to read an article. And with video we can glean so much more because of the chance to see things in action – or hear how they sound.
In an average month, 80% of 18-49 year-olds watch a video on YouTube. And that says nothing about the number of people who watch videos on LinkedIn, Facebook, or another video-sharing platform.
The statistics are staggering, and they make it clear that video is a highly compelling media, and one that supports customers in ways that text and images just can’t achieve.
But how can you incorporate video in your customer communications? Does video have a place in customer communications? And if video is useful for your organisation, how can you create in-house video content?
Supporting your customers with video
The first thing to note is that video is a useful way to deliver information, particularly when you need to demonstrate something. Instead of wasting hundreds of words trying to describe the thing, you show the thing.
Even with less explanatory content, video is often easier to digest than long screeds of text. If you want to get your message across, turning it into a video might improve your chances of holding your customers’ attention.
Video can be useful for bringing your company to life, and creating a personal connection with your customers.
Bite-sized video content
Short videos are generally better than long videos. But as with any content, the essential thing is to make your point, clearly, and then quit. So your video should be as long as it needs to be.
Creating video content does not always require a major investment.
Of course, for key pieces of content and marketing videos, you may need the services of a professional video production team.
But for less formal, ad-hoc content, you can use a rough-and-ready approach to creating video. For example, you might want to create short update videos from a director – or a member of the customer support team, which could be shot using just a smartphone.
There are many simple and low-cost video editing tools available, although the ideal video is one you simply record and upload.
You may already have explainer videos on YouTube, but do you include any of this content in your customer communications?
Whenever you have a new service, product or process to unveil to customers, consider adding a short video as part of the communication package. It gives your customers yet another option about how to digest the information.
You might find that adding an explanatory video to your onboarding process helps answer common customer questions, and improves completion rates.
Facebook and Instagram have live video sharing options, and this kind of content is growing in popularity.
How could live video support or engage your customers?
Perhaps by offering a Q&A with your product team to announce the launch of a new product. Or a live session with an expert to help customers get more use from their purchases.
Video will only continue to grow in popularity. The only question is whether it has a place in your customer communications.
Digitise your customer communications with DocCentrics
Could your customer communications work harder? At DocCentrics, we help organisations reach their customers with engaging, personalised messages on the channel that makes sense for the customer.
By helping you shift to an advanced customer communications management (CCM) platform, we can help you improve the customer experience, reduce customer churn and spend less time managing and creating customer communications.