Convert More Buyers with Great Video Content

June 27, 2018

As entrepreneurs, we all know how exhausting it’s to connect with at the moment’s audiences. With a lot of the client’s journey now taking place on-line, we’ve got to consider new expectations across the form of content material our consumers need. And what do they need? Well, overwhelmingly it’s nice video content material—in reality, Cisco has projected that greater than 80% of all web site visitors can be video by 2021.

In this submit, we’ll take you thru our high 4 qualities of nice video content material and how one can create video that stands out, speaks to your viewers and in the end converts extra consumers. You may take a look at the webinar beneath offered by our very personal VP of Marketing, Tyler Lessard for a deeper dive:

From Interruptive to Irresistible - Vidyard presentation

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Science has proven that individuals are hardwired for tales. “The human thoughts is a narrative processor, not a logic processor,” writes Jonathan Haidt in The Righteous Mind. This is incredible information for video entrepreneurs—it implies that each time you utilize video is a chance to attach with your prospects on an instinctual degree.

So how do you guarantee your video content material is participating? Well, you wish to faucet into that story intuition. Make certain your video tells a narrative, even when it’s only a fundamental one. Chances are, you’re already doing this, even in case you don’t understand it but. Ever recorded a buyer testimonial video? You in all probability had your buyer speak about their challenges, how they carried out your resolution, and their final end result. In different phrases, there was an inciting incident, a climax, and a decision. (Don’t fear, we gained’t make you get away your plot diagram from highschool!). The vital takeaway is to introduce an issue or pressure and resolve it in a roundabout way. Easy peasy.


There’s no query about it—emotional appeals work. They’re one of the efficient methods to have interaction viewers and drive motion. Just attempt to watch this video from Ronald McDonald home with out tearing up just a little.

Is it simply me or is somebody chopping onions in right here?

Pulling in your viewer’s heartstrings, making them chuckle, or inspiring them to make a change are all methods you’ll be able to leverage emotion with the intention to get your consumers to take motion. When you’re creating your video content material, ensure that to ponder the way you need your viewer to really feel after watching. Taking the emotional element of your video content material into consideration in the course of the starting stage will allow you to create the form of content material that viewers join and empathize with.


Did you understand that 59% of firm resolution makers rank video as their most well-liked option to be taught?

And is it actually any shock? Learning from video is extra participating, extra environment friendly, and extra enjoyable than studying by way of a white paper or e book. Our Chalk Talk collection is a good instance of this. We intention to reveal an idea or thought in a consumable and visible method.

This all has a psychological foundation too: written language is comparatively younger—just a few thousand years outdated—so the human thoughts continues to be extra geared to course of visible info than textual content. Psychological research have proven that we truly course of photographs into straight into our long-term reminiscence, slightly than short-term, the place we course of written textual content. Not solely do folks choose studying from video content material, they really be taught higher.


Great video content material reveals that you just perceive your viewers—their on a regular basis experiences and challenges. In our Modern Sales Point of View collection, Trish Bertuzzi says that nice salespeople present their consumers that they “understand what their life is like, what their challenges are, how to address those challenges.” As a common rule, “they just want to know that you get them.” The identical applies to video content material. People wish to know that you just “get” them!

We suggest attempting to hit 2-Three of those 4 E’s with each video you create (and in case you can sometimes hit all 4, even higher!). By implementing these 4 E’s, you’ll be effectively in your option to creating video content material that engages your viewers and drives the form of motion you need.

How are you implementing the “4 E’s” in your video content material? Let us know within the feedback beneath!

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Carina Rampelt

Carina Rampelt

Carina was a former Vidyard advertising and marketing intern. When not creating superior content material she could be discovered studying, touring, or listening to the Hamilton soundtrack on repeat.

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