The popularity of online video continues to grow, with an increase in use virtually doubling during the past 12 months (Source: Unruly Media). Viral and general online video marketing is now arguably the fastest-growing new media portal in the world, and is the current platform of choice for most of the world’s major brands.

Looking at the unprecedented growth in popularity of social media and smart phones – this phenomenon is easily explained. The internet has become a media-rich portal through which videos are the currency of choice.

In this article, we’ll take a look at some simple ways for your business to make the most of your video content.

1. Product Demonstrations

Potential customers love to see a product in action. Whatever you’re selling, consider original and engaging ways to demonstrate just why they should choose your product or service over the competition. It’s also worth noting that product demonstrations have also been shown to actively reduce the likelihood of a returned item.

A product page featuring glossy high-res images is great – but a product page featuring glossy high-res images and seamlessly integrated video demonstration is even better.

2. Product Reviews

As a natural extension of the product demonstration, detailed reviews are a fantastic way of engaging potential customers. The easiest and most effective way to achieve this is by posting a review of an item you stock against an inferior competitor in the marketplace. Push those features and benefits, and don’t be afraid to sell the sizzle a little.

3. Tell Your Story

Promote brand awareness with an ‘About Us’ video. Whether you’re aiming for quirky and creative on a budget or corporate sheen with high production values, it’s a great opportunity to stand out from the crowd and let the world know what you’re about.

4. Involve Your Audience

User-generated videos are a great way of actively engaging your audience and generating interest. What better way to show off a product than to invite your viewers to submit a video demonstrating its uses? This is much more suited to the B2C arena than B2B, and for big brands or those with vibrant niche market sectors or products.

To encourage participation, consider creating a competition focused on innovative ways to use the product, or invite them to submit a spoof advertisement with the prize of a starring role.

Not only are you promoting your product, but you are creating a fertile environment from which a potentially great idea could flourish...

5. What Comes Next?

Again very much focused on user engagement, videos with an interchangeable storyline that allow users to choose or even write alternate endings are a great way of promoting awareness – and even viral activity. A competition to encourage creative ideas for an ending to an ad for example will help.

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