Video has the power to compel your audience unmatched by other forms of media. The reason is simple. Video engages people in ways the written word cannot. Video can elevate trust in your brand by allowing people to not only learn more about your company and product but experience it.

Consider these five ways to educate and engage your customer by incorporating video on your website.

Video operator with a camera

1. Share Your Company’s Founding Story

What passion led you to start your business? What is your commitment to your customers? What values drive you and your team? What is your mission statement?

Videos that sincerely answer these questions show potential customers what sets your company apart. And further endears you to existing clients. Consumers want to believe in companies they purchase from or work with. Hearing you authentically talk about your motivation, commitment, and passion, they get to know you and ultimately, trust you.

2. Demonstrate Your Products and Services

Regardless of industry, video is a great way to demonstrate products and services. Text and photos alone can’t truly demonstrate how your product works IRL (in real life) or show your services in action. Video can bridge the gap and show your product or service as the solution everyone needs.

One of our clients wanted to demonstrate stylish and unique ways to wear pieces from her latest jewelry collection. We set the stage; put her on camera with a model and set her loose. She knows her products better than anyone and that made for easy-to-understand demo videos.

3. Feature Your Employees

Your team works hard. Show off their dedication and knowledge. Don’t forget to include their personalities.

These can be simple videos where they talk about why they love their jobs or what it means to be part of your organization. Viewers see that your employees are personally invested in both the company and the customer experience.

We did a series with a healthcare agency where several employees told stories about helping clients in need and how those experiences made a difference in everyone’s life. It was powerful stuff.

4. Answer Your FAQs

Frequently Asked Questions pages are dull. They are. You know it. Why not spice them up and create videos that answer them? Consider this another great opportunity to feature your employees and their personalities.

5. Address A Crisis

2020 was the poster child for crises. Addressing a crisis faced by your company or the world (think Covid-19) is an exceptional opportunity to speak directly to your existing and potential customers. The biggest benefit: you control the message. There’s no third party involved.

You can be proactive or reactive depending on the situation. Talk about actions taken by the company in response. Share why you made the decision you did. Outline new protocols.

Early in the 2020 pandemic, a financial client posted videos of their CEO addressing Covid-19 and outlining new protocols in place to keep everyone safe. He also explained how customers could still easily access their funds and put aside any fears they might have had.

Give video on your website a chance this year. Learn more about our video production services and how we can help.