64 percent of consumers are more likely to buy a product online after watching a video. If they enjoy the video, their likelihood to make the purchase increases by 97 percent. You can’t afford to ignore these numbers.

With one-third of online activity consisting of viewing videos, video content is the next trend in the evolution of marketing. The smart money is on video, and businesses looking to remain competitive need to include this channel into their strategy. In fact, video content is no longer an option, it’s a necessity!

To be successful, video content must be engaging, not overtly or purely promotional.

Engaging the Customer

Who’s watching all these videos online? Millennials naturally lead the pack. In fact, 65 percent expressly prefer video content over other leading content. But it’s not just Millennials you need to engage with — 43 percent of those 55 or older also prefer video.

Customers want to be engaged, but their level of attention varies depending on the how the content they are reviewing is being digested. Most people skim text and listen passively to audio, but when it comes to video, there is a greater likelihood you’ll have their full attention.

Wherever you’re trying to catch a consumer’s fragmented attention, video works. If you’re sending content via email, the likelihood of a click-thru can increase by 300 percent if you link to a video.

Creating Content

Posting your commercials and calling it content isn’t going to cut it. Here are 4 approaches to videos you can create to help drive traffic, interest and sales to your business:

  1. Explainer Videos

Stake your ground as a business interested in helping your customers after the sale. For a car dealership, explainer videos can teach recent car buyers how to check their oil, use a high-tech feature or showcase the service department for after-sales maintenance.

Dollar Shave Club made a short video explaining what they do. It is considered one of the best: https://www.youtube.com/watch?time_continue=85&v=ZUG9qYTJMsI

  1. Company Culture Videos

These types of videos offer customers a look inside your company and showcases the friendly faces and overall positive culture making up your business. Some companies like to use humor while others prefer to show how the company is efficient and customer-focused.

Looking for company culture video ideas? Check out: https://blog.nextwavehire.com/best-corporate-culture-videos/

  1. Testimonial Videos

Real people giving authentic reviews will help connect your business to the customer. Peer-to-peer recommendations carry a lot of weight with today’s social media-savvy customer so showcasing positive experiences can be beneficial. At ChannelNet, we used testimonials to show how OneClick Loyalty helps dealerships boost retention and sales. https://www.youtube.com/watch?v=ZlOR101cafE

  1. Event Videos

This can be anything from telling a story to a one-minute compilation of a community event you hosted. Does your business engage in the community through volunteering and sponsorship? These are prime opportunities to create video content quickly and easily. They are often created through the camera on a phone and even produced live on platforms like Facebook Live.


Make sure your delivery channel for video is responsive. You never know if someone might view your content from a desktop at work, laptop at a coffee shop or mobile phone in a bathroom stall. Like it or not, over half of those ages 18-34, and 36 percent overall, use their mobile phone in the bathroom.

Developing video content may sound intimidating but you don’t need to investment tens-of-thousands of dollars on production. Follow the rules and strategies to engage customers and you’ll soon find yourself a part of the video content revolution.