5 Ways Brands Can Drive More Blog Traffic with Video
Video content plays an integral role in people’s lives. According to a Wyzowl survey, respondents said on a typical day they watch 1.5 hours of video.
Take advantage of this trend by adding video content to your blog. Explain how to cook a new recipe or earn their trust with a heartfelt confessional.
It’s time to use video content to benefit your corporate blog. Here are five ways to drive more blog traffic.
1. Grab Attention
Between breaking news and cute puppy GIFs, it may seem downright impossible to gain any attention from your audience. Video helps break up the monotony of text and adds a new flare to your blog.
Before you spend countless hours shooting a video, it’s vital to understand what actually grabs your visitors’ attention. Do the research to learn what content appeals to them and how you can insert your own brand personality to the mix.
Also, think about what emotions you want viewers to feel. Kimbe MacMaster, former manager of content marketing at Vidyard, explains:
“Video is the most powerful way to evoke emotions online. It’s King because it offers a slew of attributes above and beyond traditional content like tone of voice, face expressions, and music, to name a few.”
Stay away from superficial tactics to draw people to your video content. (So, no throwing a toilet off a five-story building.) Doing absurd stunts or saying ridiculous phrases will leave your audience confused and possibly upset.
Instead, share a unique story about your brand, employees, or customers. Grabbing (and maintaining) your visitors’ attention starts with video storytelling.
2. Boost Engagement
Enticing people to visit your blog is one hurdle to jump, but keeping visitors engaged requires another level of strategy. To avoid high bounce rates, your brand must continually captivate your audience’s time. Video is one solution to grow your engagement.
Effective video marketing centers around information and entertainment. Today’s consumer enjoys learning something new and having fun in the process.
Your short-term goal may involve getting the person to smile or laugh in the first 30 seconds of your video. By doing so, the viewer becomes comfortable and more willing to continue watching.
In the video below, content unicorn Brittany Berger introduces her audience to the idea of repurposing content. The description even includes a link to a free download for viewers to further their engagement with her.
3. Explain Concepts
The Internet is a hub of information for people to learn everything from how to build a rooftop patio to how to pass a Calculus class. Using video to explain concepts is a surefire way to drive more visitors to your blog.
“How-to videos catch viewers with prime buyer intent. They have a problem they want to solve or something they want to learn. It is up to you to show them how to do it…For example, explain to consumers how to tie a tie or show home cooks how to make certain recipes for your ingredient,” writes Anton Eliasson, director of marketing at Shakr.
Retailer Lowe’s uses video to show its customers how to complete home improvement projects. In this example, the viewer learns the steps to building a raised garden bed.
Avoid forcing every little detail in your video. It’s perfectly okay to link to supplemental material, like a guide or checklist.
4. Answer Questions
In this moment in time, online search engines help people find directions to a local grocery store, purchase movie tickets for the weekend, and recreate unicorn cakes with detailed recipes. If someone wants answers to their burning questions, most people respond with “Google it!”
This simple response offers your brand an opportunity to create content for people seeking answers on search engines. Your videos will stand out if they offer immediate value.
When creating a Q&A video, provide clear and concise answers. A long-winded response will only annoy your viewers and send them to another blog.
Start with common questions answered by your customer support team. Don’t be afraid to think outside the box to differentiate your Q&As from the competition.
AT&T gets creative with this format by posing a question and then answering it with a video. These short, original videos work well on social media channels.
Quick! What’s ∞ x ∞?
— AT&T (@ATT) August 9, 2018
You also can experiment with unrelated product questions. Enlist the help of your employees to answer silly questions about your brand culture. A little variety offers an appealing charm.
5. Build Trust
People buy from companies they trust. Establishing trust means showing a genuine interest in your audience’s interests. Video makes it easier to build that authentic connection.
Unlike text, video can translate into an intimate experience for viewers. If it’s an interview between experts, your audience can see the sentiment behind their words.
So, how can your brand mix trust into your video production? For starters, be honest with your audience. Steer clear from using any misleading or false information in your content. Plus, disparaging your competitors isn’t a good idea; it only emphasizes your brand’s weaknesses.
It’s also important to respect your viewers’ time. It shouldn’t take five minutes to explain the main point of your video. Nathan Ellering, head of marketing demand generation at CoSchedule, agrees:
“Length is an important element of video (and definitely ties into distribution). Shorter videos tend to perform better. And if you do it right, you can create one video and share it in multiple different channels.”
Try asking your loyal customers to participate in your video content. Their sincere experiences will be relatable to blog visitors, too.
Earn More Blog Traffic
Video marketing is a powerful way to attract visitors to your blog. Video content holds readers’ attention, builds trust with your audience, and opens doors to more engagement.
Upgrade your blog with video today. Get started by turning your current blog posts into videos.
Shayla Price creates and promotes content. She lives at the intersection of digital marketing, technology, and social responsibility. Originally from Louisiana, Shayla champions access to remote work opportunities. Connect with her on Twitter at @shaylaprice.