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How to Drive Conversions Using Creative Video Marketing
If you want to increase conversions, utilising innovative video marketing is more than just a new trend—it’s one of the most effective channels to convert window shoppers into buyers. If you’ve been on Instagram lately (who hasn’t?!), you already understand that a creative video can immediately capture your attention.
Whether it is TikTok, YouTube, Instagram Reels, or Facebook Ads, an engaging video can be a game changer, allowing you to be seen rather than scrolled past.
So, how can you use video content to drive conversions? It’s easier than you may think—let’s explore.
The Mighty Power of Video Content
Firstly, what is video marketing?
Video content is dominating the digital marketing space, and rightfully so! Did you know that people retain 95% of a message when it has been watched versus 10% when they have read it? This is just one statistic demonstrating the importance of video content in driving actual outcomes.
Creative video content gains attention and gives you the unique opportunity to connect with your customers authentically. Whether you aim to sell a product, educate an audience, or ramp up engagement, video marketing provides opportunities where traditional text and images may fall short.
But not all videos convert equally—continue reading to find out how to create ones that truly deliver results.
Prioritise Storytelling
Before creating a video that converts at a high level, you must start with storytelling. Stories are something people connect to. They love feeling entertained, inspired, or moved—and if your video does any of that, those people are much more likely to take action.
Rather than focusing on your product features, showcase it in action and create relatable narratives for your audiences. Storytelling creates emotion, which often moves people to take action. Remember, people who resonate with your story will likely become customers.
Short & Sweet but Still Engaging
While storytelling is essential, don’t confuse video quality with video length. Shorter videos convert better because they meet the viewer’s short attention span. Clarity, brevity, and relevance should guide your video, especially if you plan to market on social media.
For social media ads, product reveal videos, and quick tips, aim for a typical length of 30 to 90 seconds. If your video content shows you using the product or providing a customer testimonial, you can go as long as two minutes. However, on average, anything longer than that will lose your viewer’s attention. Your overall goal is to make every second count.
As the regulation’s enforcement tightens, digital marketers must now work together with sellers to ensure all promotional efforts align with the evolving marketplace regulations, ultimately safeguarding both consumers and brand reputation.
Understand the Pain Points of Your Audience
Successful videos often begin with a pain point or a shared struggle that your customers are up against. It doesn’t matter if you are talking about garden tools, home decor, or beauty products—your starting point begins when you understand your customers’ pain points and frustrations.
Articulating how your product or service will help solve real problems strengthens the viewer’s connection to the video. For example, consider making a video that opens up with questions such as, ‘Are you tired of trying to keep your garden tidy?’ This will be a far more compelling opening than simply stating product benefits and features. Be clear about the problem, then show your product as the solution.
Use Real Customer Testimonials
People often trust other people far more than they trust brands. Video testimonials from genuine customers—satisfied and enthusiastic customers—can increase conversion dramatically by providing instant credibility and reassurance.
Ask a satisfied customer, or a few of them, to share their experience on camera. Be transparent about sharing their specific results and any improvements made, and respond to how your product made their lives easier.
Testimonials make absolute, believable claims and are easy for customers to buy into. Here’s a pro tip: keep it authentic and natural (as opposed to scripted). Going too scripted on camera can feel forced and disingenuous. Demonstrate benefits, features, and outcomes visually rather than relying heavily on voiceovers or text overlays.
Optimise Videos for Social Media Platforms
Each social media platform—and, by extension, its users—has expectations for video content. A viral video on Instagram may not perform as well on LinkedIn or YouTube. Short-form videos are ideal for Instagram Reels, TikTok, and Facebook, while slightly longer informational videos suit YouTube and LinkedIn.
Adjust the aspect ratio, format, and tone for the platform you plan to post on. By optimising your videos for the respective platforms, you significantly increase your chances of higher engagement and improve your video marketing ROI.
Measure & Improve Your Videos
Successful video marketing isn’t about a one-and-done post. You should continually monitor your videos’ performance and measure the right metrics to improve the conversion rate.
Ask yourself:
- Which videos produced the most sales or leads?
- Where are viewers dropping off?
- What type of content had the highest engagement?
Continually refine your videos from lessons learned. Uploading different versions for each video (A/B testing) will help you gain insights into which style, length, or message resonates with your target audience the best.
Never Overcomplicate the Process
You have to remember that creative does not mean complicated. High-performing videos can be filmed on your phone, edited on the fly with simple tools, and uploaded in seconds.
With That Being Said
When executed well, imaginative video marketing can truly transform daily engagement into tangible results. Through the power of storytelling, knowing your audience’s pain points, and being authentic, you can achieve increased conversions and audience engagement and foster brand loyalty.
On the other hand, don’t be afraid to test and try things out. Genuine creativity comes from trial and error, so relish the process, continue trying things out, and have fun figuring out what works best for you and your brand.
Need video marketing experts who know how to stop the scroll? Get in touch today. The Good Marketer has tailor-made creative marketing videos for businesses across countless industries—we know what works.
Get in touch today and let’s make your brand impossible to scroll past.