Conversion focused copy-writing
Transcription
Videos remain an important communication tools for businesses, consumers, groups, friends, family in essence videos are an important way for people to exchange information inside and outside of the workplace. It’s reported that website visitors spend 2.6 times more on a page with video. Viewers also retain 95% of the video messages, whereas only 10% of it is retained from reading text.
show moreHere’s another statistic. 85% of consumers want to see more video content from brands. It’s no wonder Amazon allows video content to populate on detailed landing pages and within storefronts.
A savvy brand will create all kinds of video content for consumers, depending on the need and where it is expected to be viewed. There are high level branding videos to create awareness. There are instructional videos that detail how to use various products. And there are also products sell videos that brands can create.
They’re pertain to a specific product. Each kind of video serves its own purpose. So before a brand starts scripting a video, it must uncover why and where the video will be used.
Videos appear below the visible images on the detailed product page. We can see here, the neutral bullet video immediately under the product detail page images within the NutriBullet store. We also see a video placed here before creating killer copy a brand must select where the video will be placed.
In essence, what is the purpose of the video? Is it to drive sales for a new product or is it to build brand awareness? The number one tip for creating an effective video is to focus on immediately engaging the shopper and capturing their interest. The video must grab the viewer’s attention within the first few seconds, or they will stop watching every second after that is just as important as getting them engaged in a first place.
Appealing to the emotional side of a viewer is a good first step to immediately engage them, craft a story that interests and appeals to a shoppers inner subconscious to draw them in and keep them watching. Build a connection by focusing on the unique selling proposition. Keep the message on point and tie it back to the title bullets and enhanced content that was developed around these key messaging points.
All content should be developed from one unifying voice. The USP. The visual cues should also be aligned with the tone of the video is your brand a legacy and traditional brand. Then use only visual graphics, words, music, and talent that are serious. Is your brand a playful and fun brand. Then use an energetic voiceover, upbeat and lively music and talent with an alcohol and personality.
The messaging copy and the video should compliment the tone in the enhanced brand content and in the product bullets and imagery. Think of all these content elements as one unifying piece of art that each delivers the same message to the same audience, but in its own unique way.