Why Video Changes the Game for Customer Acquisition

Why Video Changes the Game for Customer Acquisition

You’re more apt to do business with someone you’ve got a good feeling about as opposed to someone for whom you have no feelings at all, right? Effective acquisition is all about creating a positive, familiar relationship with customers before they’re actually customers. 

If you’re thinking that sounds tricky, it really doesn’t have to be. Seeding that “good feeling” among your leads can be as easy as implementing a video marketing strategy. Continue reading to discover the benefits of video marketing for customer acquisition. 

Benefits of Video Marketing for Customer Acquisition

Seeing is Believing 

The magic of video, you see, lies in the fact that it can make the unknown seem familiar. It’s the same reason why people develop feelings for fictitious TV characters and why they cry at holiday commercials. Video makes it incredibly easy to develop and maintain a relationship with customers at the acquisition stage and beyond. 

Scientifically it makes sense. Psychologist Albert Mehrabian found that 93% of communication pertaining to feelings and attitudes is done nonverbally. So when someone’s raving about a product or service they feel strongly about, anyone listening is going find more meaning in their body language (55%) and tone of voice (38%) than the literal meaning of their words (7%). 

That’s why it’s so important to be multisensory in your approach to customer acquisition. When viewers are visually and aurally engaged with a brand’s messaging, even if it’s one they’ve never purchased from or worked with before, a connection is formed. And when viewers repeatedly see similarly toned video content from the same brand, that connection deepens to the point where they’ll feel like they already know and trust you by the time they’re ready to do business with you. 

Using Video to Educate Consumers Before They Buy 

An excellent example of this is product review videos. 60% of consumers say they will watch a video if given the opportunity, and 52% report they’re less likely to return a product after viewing a product video. 

Similarly, research from the Aberdeen Group makes reference to the “hidden sales cycle,” or the new norm of customers educating themselves online before proceeding with a purchase. 

They found that marketing assets containing video repeatedly outperform those that don’t – so much so that companies using video require 37% fewer website visitors to achieve the same results as companies not using video. Aberdeen also found a 19% lower cost-per-customer acquisition among companies using video, where the average cost is $93 per marketing-generated-lead. At companies who don’t use video, that cost jumps to $115 per lead. 

These strong numbers go to show that video not only grabs attention, but effectively conveys information in a way that drives consumers to action. 

Mastering the Share 

Customer acquisition campaigns specifically modelled for social media can be liked and shared, increasing the number of potential customers they reach. According to data organised by One Productions, more than 3 in 4 people say they would share a branded video with friends if it was entertaining and more than 2 in 3 people say they would share a video if it was informative. 

Facebook reports the number of videos posts per person has increased 75% globally and 94% in the US, and an average of 4 billion video views take place on the network each day accounting for 100 million total hours of video watched daily.

If you think that sounds impressive, look at Facebook video data from the past year. Between November 2015 and November 2016, Facebook has seen 3.1 trillion video views. That’s a 94% increase year-on-year.

video marketing for customer engagement

From a video marketing standpoint, that engagement is coming from customers at all stages of a sales funnel, not just acquisition. The shareability of video allows your existing customers to do some very valuable leg work for you. If they watch a video and find it entertaining or informative, they’re sharing it with their networks which likely contain new leads. Not only is that video now making a brand introduction with strong content, it’s coming from an already trusted source – a social connection. 

Cadbury took advantage of this approach when they sought to increase brand awareness and introduce a new line of novelty chocolates. They built a campaign that gave viewers an opportunity to take a quiz to find their personality “flavor match,” and then sent participants a Personalised Video explaining the results. 90% of the videos were viewed to completion and the campaign saw a 33% conversion rate thanks to a high level of social sharing and widespread engagement. 

Because people are receptive to video advertising in their social feeds, and specifically on Facebook, the network has been rolling out new ways for brands to engage people with video content. Facebook Live has opened the door for companies to livestream special events, behind the scenes features, and other less formal roll outs. It’s letting potential customers to get to know a brand in an authentic-feeling way. 

Idomoo’s Dynamic Video Ads and unique integration for Facebook are taking that authentic feeling a leap further by creating the opportunity for a personalised approach to video content. Dynamic Video Ads leverage Facebook’s targeting data to segment users into highly-specific audience groups based on demographic data, user behavior, preferences and more. It ensures the right video is shown to the right viewer seamlessly and at scale. 

This means prospective customers can see different videos than existing customers, nurturing them further down the funnel with the most suitable types of content until they’re ready to act. The effectiveness of Dynamic Video Ads blows standard video out of the water. Idomoo’s integration has let advertisers benefit from Click-Through Rates that are 128% higher and View-Through Rates that are 400% higher.

The Takeaway 

Chances are, if you’re reading this article, you love your company and want others to feel the same way. Customer acquisition methodology should be as authentic, passionate and informative as the people who put their energy into making a brand as great as it is. 

Video provides the best channel to convey the maximum amount of emotion and opportunity for connection. Here are some key points to keep in mind as you develop your customer acquisition strategy: 

  • Body language and intonation are crucial to establishing an emotional connection. Let your enthusiasm show through in your video content.
  • Companies who use video on their website see a lower cost-per-customer acquisition ($93) vs companies who don’t ($115).
  • Video is hugely popular and widely engaged with on social media. People are most apt to share content that is entertaining and informative.
  • Facebook Dynamic Video Ads are seeing record engagement and can target viewers in a uniquely specific way. Consider a personalised approach to video for optimised lead nurturing. 

To find out more about Idomoo’s easy-to-use our platform and how we can help you reach your customers and drive action, contact us below.

Book a Demo

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Subscribe to Our Newsletter

Explore More Content

Related Articles

Why Spotify Wrapped Works and How You Can Do It Too

Why Spotify Wrapped Works and How You Can Do It Too

It’s finally here — the most wonderful time of the year: holidays, presents, way too much eggnog and the much-anticipated release of Spotify Wrapped. Around the first week of December every year, Spotify sends more than 150 million users a shareable recap of what they’ve listened to this year. Whether you like seeing your top artists or just want to know exactly how many times your friend played that Taylor Swift hit, Wrapped is a fun way to celebrate music and community. For marketers, there’s a lot to learn here. Spotify Wrapped shows how the right combination of personalization, visuals and shareability can create a flywheel of engagement for users. In this post, we’ll dig into how the trend got started, what makes it work and how you can leverage the trend for your audience, even if you don’t happen to be the largest music streaming service in the world.

Read More
5 Quick Tips for Getting Started With Personalised Video

5 Quick Tips for Getting Started With Personalised Video

When it comes to creating real connections with your audience, Personalised Video is a powerful tool. But like any tool, you need to use it the right way for it to be effective. If you’re just dipping your toes into the world of Personalised Video, we have a few tips to share from lessons learned over the past decade-plus of working with clients in a range of industries, ranging from higher education to hospitality. Some of the biggest perceived hurdles to getting started with Personalised Video involve time, money, and where to get all that data. We’re here to help. Read on for five (easy) Personalised Video tips you need to know now. 1. Right-Size Your Personalisation Personalisation isn’t one size fits all. What works well in one industry may not work in another. Case in point: Your bank certainly knows your account number, but that doesn’t mean you want

Read More
7 Tips for Making Personalised Videos for Emails

7 Tips for Making Personalised Videos for Emails

It’s not easy to stand out in an overcrowded inbox. As effective as email marketing can be, it only really works if you’re able to survive that cutthroat inbox sweep. With so many emails coming in every day, consumers have become more and more brutal when it comes to deleting emails they aren’t interested in. So what can you do to stick out from clutter and capture your audience’s attention? Incorporate Personalized Video. A whopping 81% of consumers want brands to use video more. And yet 70% say they rarely or never receive video content from brands. Additionally, consumers are 3.5x more likely to be interested in Personalized Video than not. You know what that means? There’s a huge opportunity for brands like yours to stand out by delivering what consumers crave. Personalized Videos in emails have the potential to significantly boost customer engagement, increase click-through rates by up to

Read More

Download the Report

See more of the data and findings in the full report.

Thanks for downloading!

Your copy of our 2023 State of Video Technology consumer study has opened in a new tab.

Request a Call

Leave your details below, and our team will contact you ASAP to show you what Personalised Video can do for you.