Video marketing continues to be a trending strategy in the marketing space, and that’s for good reason. HubSpot’s Consumer Trends Report found that 62% of respondents watched videos to learn more about a brand or its products. Additionally, 37% agree they prefer to “discover products through short-form videos.”
It’s clear that consumers want to engage with video content, but if everyone is doing it, how can a brand stand out from the rest?
The key is to get creative with how you want your audience to engage with your video. No longer are videos only capable of presenting nice visuals. Let’s explore a few different strategies to make your video content interactive and engaging.
Shoppable Videos and E-Commerce
Marketers can use platforms like Instagram and TikTok to their advantage as these platforms allow brands to tag their products in the videos. That way, consumers can learn more about the product without ever leaving the app. This is especially useful for clothing brands or marketers promoting product accessories.
Live shopping events have also gained traction on TikTok as they allow presenters to showcase products and sell them in real time. Some events provide links for users to purchase from, and others moderate the comments to take orders.
Some websites include videos that allow users to click on individual items that are featured. Then, they are directed to the page where they can purchase that exact product.
Shoppable videos redefine how consumers interact with their favorite brands, and they are a great strategy for brands that want to build both engagement and sales.
Using Polls in Video Content
Polls and surveys have always been great engagement tools, and now their effects can be enhanced through video content. Instagram and Facebook offer built-in poll and survey features for stories, making the engagement process quick and seamless. This is a surefire way to have audiences vote on what they like about products or what new changes they would like to see in the future. Not only does this build engagement but also allows your audience to feel like they are a part of the community as they get to have a voice in brand updates.
Videos on brand websites can also have embedded polls, which is a useful tool as the videos are already attention-grabbing, so why not gather their opinions while the consumer is engaged?
Embedding polls into video content is a great way to give your audience a voice while providing valuable insights for brands.
Live Q&A Sessions to Build Community
Live Q&As are an effective way to create interactive content for your audience in real time. The chosen platform for a Q&A may depend on which platform has the most active following, but it can also depend on the theme of the content. When creating B2B-themed Q&As, LinkedIn may be the most optimal platform to use. On the other hand, for casual discussions, Instagram may be the best option.
These Q&As are a great way to premier product launches, answer any questions about the new product or service, and showcase features. Offering this live space also allows your audience to see “behind the scenes,” ultimately building a closer connection between the consumer and the brand.
Revolutionize Engagement
Marketing with video content is an opportunity to create meaningful, interactive experiences that captivate audiences and foster deeper connections. Whether it’s through shoppable videos that seamlessly integrate commerce, polls that encourage audience participation, or live Q&A sessions that build trust and community, brands have countless opportunities to stand out in a crowded space.
