Using Video to Increase Engagement

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.

Disclosure: In full disclosure, it is safe to assume that the site owner is benefiting financially or otherwise from everything you click on, read, or look at while on my website. This is not to say that is the case with all content, as all publications on the site are original and written to provide value and references to our audience.

5 Comments

  1. Angel Cuala November 20, 2008
  2. CT Moore November 20, 2008
  3. Logo Designer November 20, 2008
  4. CT Moore November 21, 2008
  5. Affiliate Marketing November 22, 2008