High converting video essentials
Do you need professional videos that convert, but you are not sure where to start? Videos are becoming one of the most used mediums among marketers. According to Wyzowl, in 2017, 63% of marketers reported that they were using videos to promote their business, and in the past 12 months the figure has reached 87%. Videos cannot be only engaging and amusing, but can greatly impact your ROI. However, in order to obtain the desired results, you need to create videos that will make viewers take action and buy your product or service. For that, you need to have a strategic plan and a goal. You need to predict the next step that the viewer will take after watching the video and make sure you have their full attention.
In this article, we are going to go over the elements that high converting videos should have, and why it is important to choose the right video production company to do this job for you.
How to create high converting videos
Keep the videos short – It’s already known that people cannot keep the focus for a long time and we are so easy to distract. That is why you need to keep your videos concise. Remember, less is more. Research shows that videos with an up to 1-minute length have a play-rate of 70%, which is huge! Two minutes is maximum optimal length and after that, click-rates are dropping.
Implement call to action – Call to action (CTA) is what converts the viewer. Whether you want to interest your audience in buying your new product, subscribe to your email list or check out your other videos, a call to action should be included. You can put a call to action at the beginning, in the middle or at the end of the video. Each position has its strengths and weaknesses. In most cases, marketers are putting a call to action at the end of the video, to make sure that the viewers are really interested before introducing a CTA. The fewer people will see the CTA, but at least you will be sure that they are the most engaged ones. However, the CTA presented in the middle of the video offers the highest conversion rate. At this point, you have the viewer’s attention that still hasn’t started to fade. If you are launching a new product, for example, you can give the opportunity to the viewer to pause the video and check it out without making them wait until the end. The best way to do this is to put the link somewhere in the video and point out where to click.
Ensure the videos are mobile-friendly – In February 2019, recorded mobile internet usage was 47.96% of all web views worldwide, and the trend seems to be continuing in a positive direction for the years to come. It’s predicted that by 2022, mobile traffic will increase by 10%. People are spending more time on their mobile phones. The last thing you want is to lose a chance for conversion because your video wasn’t optimized. Embedded YouTube videos are a good choice, as this platform works well on most of the mobile devices. Anyway, you should always test your videos on different devices and browsers, to make sure everything works fine.
Consider hiring professionals – It’s true, nowadays anyone can create videos, but the outcome is uncertain and can even harm your reputation. If you value your brand and want to stand out, investing in professional video production service is something you may consider as well. Hiring a video production company can be beneficial on many levels:
- Exceptional video quality – Websites featuring high-quality video content have better conversion rates and look more professional
- A good sense of story-telling – A video production company can assemble the footage in the most captivating way, which is crucial for retaining the viewer’s attention
- Taking care of technical issues – All the technical issues will be taken care of; You don’t have to worry about getting the expensive equipment, fixing redundant background noise, com
- position, lighting problems, etc.
Choose a good thumbnail – After you have created a video, you should think about its appearance. A thumbnail gives the first impression of your video so you should choose it carefully. That is the first step towards obtaining conversions. Wistia has tested 3 different types of thumbnails showing a person, hands and a random frame picked by the system. They came to the conclusion that the custom made thumbnails had an increased click rate of 50%, compared to the automatically generated ones. Furthermore, best practices show that thumbnails featuring friendly people have the best click rates.
According to Google, over 50% of internet users were looking for videos of products or services before visiting their online store. Videos can help you gain the trust of the viewers, and the best way to approach them is to implement strategic planning and create engaging high-converting content. If you want the best for your business and to follow proven trends, you should definitely add video content marketing to your strategy. Contact us now for professional video production.