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Using Video to Increase Engagement

Posted by on 20th Nov 2008 | 5 comments

Whether or not you’re an affiliate blogger, engaging your audience is paramount. After all, blogging is about building communities, and one of the ways you do that is by contributing to the experience of your members.

Well, when it comes to advertising, a survey from MarketingSherpa showed that adding certain things to an ad increases user responsiveness. One of the things that the survey covered was video, and it showed that featuring a video in an ad can increase responsiveness by 49.5%. Of course, bloggers aren’t advertisers, but the lesson still stands: adding multimedia to your content enriches your readers experience.

For affiliate bloggers, the lesson is even more important. Essentially, if you’re going to be promoting a certain range of products and services through your content, you might want to incorporate video into (and alongside) that content.

In fact, even ShopNBC has seen how video can increase conversions. As Greg Howlett at Marketing Pilgrim reported, customers that watch videos convert at twice the rate of customers who do not.

This doesn’t, of course, mean that affiliate bloggers have to become part-time video producers. For instance, 10 hours of content is uploaded to YouTube every minute. So chances are that there’s some kind of content on the video sharing site that can be used alongside your content.

As the MarketingSherpa study suggests, watching another everyday person user or interact with a product is something that can really influence a user’s mindset. It both gives the user a chance to see the product in action and bolsters your blogs credibility. Not only does the video content provides a richer user-experience for your readers, but it shows that you’re confident enough to bring other social media (shareable video) into the community that is your blog.

Even if you can’t find a video of that specific product, embedding video that is related can put the consumer in a purchasing mood. For example, if you can’t find a video about ringtones, specifically, then see what there is in the way of music videos for whatever ringtones are most popular at that moment.

In fact, many affiliates (bloggers and not) already use YouTube as a source of landing page content. Consider Mark from 45n5: he uses mashup scripts that pull relevant content from YouTube and displays it on his product pages.

Of course, if you prefer to have a bit of your own branding on the video, you can also get a handy cam and shoot a quick video of yourself using the product. After all, online video is often so effective at engaging users because it’s not as high production as television or film. As John Kerr, Director – Southeast Asia for Edelman, once pointed out, “the shaky cam is now seen as the most trusted form of media.”

Overall, videos are great way to engage your readers. And if you’re an affiliate blogger, that engagement can translate into higher conversions because the consumers (1) gets to see products in action, and (2) enjoys a richer user-experience through your content — and that increases the perceived credibility of your site. Basically, including relevant video alongside your content is so easy that you shouldn’t overlook it as a way to engage your readers — and especially as an affiliate marketing tool for bloggers.


CT Moore (@gypsybandito) is the founder of Socialed, a Montreal-based consultancy that specialized in digital startegy, including SEO, content strategy, and inbound marketing. He also heads up Search and Social at Publikit, a boutiqe web dev agency. CT has worked with both start-ups and multinational brands in the tech, entertainment, ecommerce, and travel industries, including Microsoft Canada, WatchMojo, American Apparel and Luxury Retreats. His favorite feature of the Acquisio platform is the Facebook ad tracking module and you can ready his personal blog here.

5 comments - Leave a reply
  • Posted by Angel Cuala on 20th Nov 2008

    My main blog is only 4 months old, although I have been blogging using blogspot blogs for more than a year. I tried affiliate marketing before but I did not use videos. I don't know if it is one of the reasons why I failed.

    Now, I am starting affiliate marketing again but still choosing appropriate products and sites to join. But I think I still would consider to increase my traffic first, although I already have some loyal followers.

    I've read the older posts from this blog about affiliate marketing and now, I am going to focus more in applying them.

    Share Results is new to me, but I think it's worth to try.

    Thanks for sharing.

  • Posted by CT Moore on 20th Nov 2008

    @Angel Cuala, video is just one thing that you can do to increase conversions. It's important to not mistake it for a guaranteed way to increase conversions. You still have to target your audience carefully, and generate traffic. More importantly, though, you have to provide a robust user-experience, because that makes your site look more credible.

    The reason that videos are appropriate for affiliate bloggers is that blogs are supposed to be more interactive than other kinds of sites, and video enhances that interaction. Nevertheless, video is just one of many small details you should consider when trying to increase your conversions.

  • Posted by Logo Designer on 20th Nov 2008

    I have been looking at making my own videos for my site. Am a little unsure of which software to use for editing any ideas anyone?

  • Posted by CT Moore on 21st Nov 2008

    @Logo Designer, I find that iMovie is the most user-friendly, but if you want to go really pro, try Final Cut Pro.

    You might also want to check out this article: http://www.bloggingtips.com/2007/09/28/video-blog

  • Posted by Affiliate Marketing on 22nd Nov 2008

    It's also possible to actually embed affiliate links within videos (thereby encouraging engagement and increasing sales). I think this could be the next fairly significant development in affiliate marketing, with videos developed, posted on YouTube, and affiliate links incorporated into it. It's just important to ensure that viewers know that they can click on the video.