By Mojca Zove
If a picture is worth a thousand words, a video might just be worth a thousand followers.
When it comes to the benefits of using videos in online marketing, the numbers speak for themselves. In 2019, video overtook blog posts and infographics as the number one form of media used in content strategy. According to Livestream, a video on a landing page can increase conversion rates by 80%. In addition, 64% of users are more likely to buy a product after watching a video.
But why is video so incredibly successful? And how can you use it to boost conversions for your giveaway? Let’s find out.
The short answer? Because it boosts engagement.
There are several different reasons for this, so let’s take a closer look at them one by one.
As consumers, we’ve turned into an incredibly lazy bunch. We’re flooded with information in our email inboxes, news sites, and social media. We tend to skim long blocks of text until we get to the parts we’re truly interested in; and even then we only stick with an entire post if it’s broken down into bite-sized paragraphs with clear headlines.
We want to be fed information in a passive way that doesn’t require us to actively read, research, and connect the dots. Video perfectly delivers that passive learning medium and captures our shrinking attention spans.
Once they’ve grabbed our attention, videos also hold it better and longer than images or text, or even images with text. Videos stimulate the visual and auditory parts of our brains, providing us with twice the mental impulses compared to other content forms. This also creates a faster connection between viewer and the topic at hand - especially on an emotional level. Which, as every marketer knows, is how you get people invested enough to turn them into buyers.
Google examines all types of media to determine the quality of a page and its relevance to keywords. If your landing page has a mixture of text as well as high-quality visuals, like videos, it recognizes your page as educational and relevant - and bumps you up in the rankings.
An informative, high-quality video will elevate awareness around your brand by
The fact that videos catch people’s attention better than any other medium is also reflected in promotional emails that use video as part of their content: Their click-through-rate increases by up to 300%. Wowza!
Not just that, but when LinkedIn debuted LinkedIn Live at the beginning of 2019, they soon noticed that video ads earned 30% more comments per impression than ads without videos. Also, the platform’s members spent almost triple the time watching video ads than they spent consuming static content.
So video is a great medium to drive traffic and boost engagement on your beautiful giveaway landing pages. But what types of video can you create that will catch your viewer’s eye and make them eager to enter your contest asap?
1. Demo Video
Also called tutorial- or “How To” videos. For example, if your contestants join your giveaway to win a new set of prescription glasses, you could show them a video that demonstrates just how easy it is for them to order those glasses online in three clicks.
Or if you’re coaxing people to sign up for a giveaway of your new smoothie maker that makes the smoothest of smoothies, then showcase its cutting edge slicing-and-dicing moves on video. While you’re at it, why not include a suggestion of ingredients that provide extra creamy goodness to any smoothie?
Pro tip: Make it funny. People always remember you, your giveaway, and your product better if you manage to make them laugh.
2. Customer Testimonial Video
It’s a fact of commerce, whether on- or offline: Buyers trust other buyers’ opinions.
To get people really excited about the product they could win in your giveaway, show them how excited other customers were about it or, better yet, about using it.
For example, have hobby photographer Sam explain on video what she loved about the new tripod and why she recommends it above all others.
Or show hobby gardener Alex ride around on his new riding mower in overalls and rubber boots with a huge grin on his face, recorded by his wife who is laughing behind the camera.
Pro Tip: The more “home-made” such testimonial videos look, the more trustworthy they come across. While the quality should be good enough for the viewer to see and hear all the important information, testimonial videos don’t have to be perfect; it’s actually more believable if they aren’t.
3. Product Unboxing Video
Unpacking a product bit by bit as you first remove it from the box, draw it out of the plastic bag, then peel away the protective layer of plastic, only to reveal your brand new, shiny doodad… can’t you almost smell the crisp freshness of the box, the plastic covering, and the never-been-touched materials?
Unboxing a new item is a strangely satisfying experience - even when you’re watching someone else do it. It’s even better when that someone explains step by step what each revealed piece is for, where it goes, how to use it, what it looks, feels, and smells like. The reason for this strange fascination is a combination of anticipation and a hankering for details.
So why not provide your contestants with all the information they need about the product, while also whetting their appetites to unbox it themselves?
4. Video FAQs
Do you know of a question about your product that everyone asks before they decide to buy it (or not)? You could answer it preemptively in a video.
Imagine you’re offering your “Thermocook”, the newer, bigger, better, cheaper version of a Thermomix, in a giveaway. A question you might hear a lot could be “what is so special about cooking with the Thermocook?” Answer this question in a video that simultaneously demonstrates a few of the Thermocook’s cool features, and you’ll have killed two birds with one stone.
5. Announcement Videos
Your awesome new gadget is available for purchase and you want to shout it from the rooftops? Then definitely consider shouting via video.
Or, instead of the product, announce the giveaway via video. Get people hooked by telling them what they can win and demonstrating how to enter. Reel them in with an added bit of urgency by looking the viewers straight in the eye and telling them that you’ll be drawing the winning name out of a virtual hat in just 24 hours.
6. Handholding Leads Down the Funnel
Once someone signs up for a campaign because of your amazing announcement video you should have a thank you video. This video would thank them and give instructions on the next steps down your funnel.
In the example below someone had already signed up for a KickoffLabs referral campaign and the business produced a great thank you video that encourages leads to tell friends in order to earn t-shirts.
Webinars are one of the most effective types of over-the-top (OTT) content that exists. People love to educate themselves, and a good webinar gives them the feeling of having been productive, having learned something new, or deepened existing knowledge.
You can host webinars - both live and recorded - about any number of things, starting with the history of your business, product, or service, or how to get the most out of your offering. Or, on a B2B-level, you can demonstrate how your customers can integrate your product or service into their business strategy to make them more money.
Video may have killed the radio star, but it’s breathing life into all manner of promotions and online marketing strategies - including contests and giveaways. Boost the engagement and conversions on your giveaway by adding a video to your unique landing page here at KickoffLabs. We offer a free trial for your first campaign to help you get the ball rolling on your next online giveaway.