6 Ways Video Content Can Help You Boost Customer Retention


Published: | Updated: | By PJ Taei

Video content (and the marketing campaigns it fuels) isn't just relevant in 2019. It may STILL be the most powerful opportunity you have to meaningfully connect with your target audience. According to one recent study, a full 93% of businesses say that they've gained new customers as a direct result of video marketing efforts, and particularly those on social media. 76% of businesses say their website got an increase in traffic because of those videos, and companies that use video have a website conversion rate that is about 66% higher than average.

But while this is absolutely something to be celebrated, one must not forget that it is always more expensive to acquire a new customer than it is to retain one of your existing ones. A lot of people fail to realize that video content actually has a powerful impact on your own customer retention efforts, in not one but six different ways that are absolutely worth a closer look.

1. Video Builds Brand Trust

One of the biggest reasons why video content can help you boost customer retention has to do with the level of trust you're able to establish. Studies have shown that explainer videos in particular are a great way to get people to not only understand what you do but why that's so important in their lives in the grand scheme of things.

As someone's trust in your brand increases, their loyalty to your brand increases as well. This will play a huge role in not only getting them to make a purchase but also with regards to getting them to choose your brand as opposed to someone else's.

2. Video is Naturally Emotional

Another one of the reasons why video-on-demand and similar marketing techniques are so successful is because the format itself is particularly emotional. When someone reads a blog post, they can't look into your eyes, or hear the tone in your voice, or see the look on your face. With a video, however, they can. Therefore, the more emotion you can inject into your content, the stronger your connection with your audience members will be.

3. A Little Education Goes a Long Way

Video is also an opportunity to get educational with your audience, which is a perfect way to show someone WHY your brand is worth being loyal to in the first place. Video can help customers understand how to best use membership websites and other services that they opt into, for example, thus allowing them to maximize their experience. In fact, video is one of the major tools you have for training both your customers and your employees!


4. People Would Rather Experience More of Your Video Content, Anyway

None of this is to say that other types of content aren't ALSO good for boosting customer retention. It's just that no matter what, video will always reign supreme because this is the type of content that people want more of in the first place.

54% of people say they want more video content from marketers via an OTT service or some similar distribution mechanism. If someone is more likely to become exposed to your message because it's delivered in a video, that message is likely to be more effective - and will thus help boost customer retention even further.

5. The Ripple Effect

You also need to keep in mind that people are far more likely to buy a product or service after watching a video about it than they are nearly any type of content. In fact, more than 96% of consumers find video content helpful when making a purchasing decision! Once you've convinced someone to make that purchase, you can then let your goods themselves do the talking. Think about it like this: video gets them own off the fence to make a sale and the quality of that sale (and your support team) keeps them coming back for more. So in a way, video empowers the rest of your marketing campaign - which will absolutely empower your customer retention efforts at the same time.


6. Video Improves Your Existing Customers

Finally, it's important to note that not only do successful video marketers achieve a 54% increase in brand awareness almost immediately, but they also tend to get about 66% more qualified leads per year according to the same source.

If customer churn and retention are problems, it's likely because you're not going after the right type of customer in the first place. If someone ultimately buys a product or service that doesn't fit in very well with their existing lifestyle, all of your best efforts probably aren't going to save that relationship. You two just aren't an appropriate fit for one another and, in truth, you never were.

By increasing the number of qualified leads that you're bringing in (as video has been proven to do), however, this suddenly becomes something you don't have to worry about. You're establishing a direct connection with the types of people who are likely to be very interested in what your brand has to offer in the first place.

This makes them more likely to be satisfied with their purchase and the overall experience you offer, which naturally makes them more loyal (and easier to retain) than someone who was only passingly interested at the start.

These are just six of the key ways that video content can help boost your customer retention efforts - rest assured that there are many, many more. But when taken together, it's clear that video marketing is not only more effective than ever, but it's also one of the best chances you have to build the type of rock-solid foundation your brand needs to excel over the next decade and beyond.

About the author:

PJ is the founder of Uscreen, a video monetization platform that allows video content creators and businesses to distribute and monetize their content online! He is a firm believer in taking care of every single customer and making sure that both customers and employees are happy.