Businesses continuously seek innovative ways to drive conversions and elevate their online presence, and video has emerged as a formidable tool for engaging audiences and compelling them to take action. From captivating product demonstrations to emotionally charged storytelling, video marketing has proven its prowess in influencing consumer behavior and boosting conversion rates.
Below, 18 Forbes Communications Council members explore some inspiring examples of how companies can leverage videos to drive conversions and propel their growth. Whether you’re an established brand or a budding startup, these real-world examples from specific industries offer valuable insights and practical ideas for incorporating video into your marketing arsenal to achieve outstanding results.
1. Incorporate Video Into OOH Advertising
Adding video in out-of-home advertising has a positive impact on brand campaigns due to its ability to grab attention, tell powerful stories and evoke emotion. As consumers move around in the physical world, their eyes are drawn to the motion of video OOH ads. Brands can engage with their target audience and leave a lasting impression, increasing the likelihood of brand recall at purchase points. – Leslie Lee, Vistar Media
2. Highlight User-Generated How-To Videos
User-generated how-to videos are a great way to boost conversion in consumer packaged goods, as they provide real added value for new customers and lower the risk of buying something that will not work. People trust other people, and marketers should use that in their favor by encouraging brand lovers to publish videos on YouTube or TikTok that explain how they use the brand and what problems the brand solves. – Rafael Schwarz, TERRITORY Influence (a Bertelsmann group company)
3. Leverage Video Across Every Channel And Funnel Stage
Video is critical for any marketing mix. Different types of videos serve different purposes—demo videos for lower-funnel conversion, branded ads for top-of-funnel awareness and product overview videos for mid-funnel conversion. Advanced marketers leverage video across every channel and funnel stage, infusing deep video analytics into their lead-scoring models. – Lisa Bennett, Kaltura
4. Work With Expert Influencers On YouTube
Videos do an excellent job driving conversions within the consumer electronics category. Electronics are typically more expensive and/or complicated, so they require more consumer research. Videos are perfect for teaching consumers about products and categories. Working with influencers on YouTube is one of the best options, since influencers are experts and YouTube is a search-based platform. – Larry Beaman, gen.video
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5. Create Video Playlists
When working with professional speakers for corporate events, video is a key element in the decision-making process for event planners. We create video playlists of topical speakers addressing audiences to help event planners make that decision about who to book for their next event. – Jennifer Best, AAE Speakers Bureau
6. Showcase Real Customer Experiences
Video powerfully drives healthcare conversations and conversions. By showcasing real patient experiences, it resonates emotionally, fostering trust. Tailored to the patient’s voice, it speaks directly to their concerns and needs. From websites and social media accounts to emails and waiting rooms, the versatility of video ensures extensive reach, turning patient education into compelling invitations for engagement. – Nicole Braley, Inception Fertility
7. Post An ‘About The Business’ Video On Instagram
Post a high-quality, on-brand, entertaining, emotional or enticing “about the business” video, then pin it to your Instagram profile with a cover image titled, “Here’s What We Do,” or, “This Is Who We Are.” Have a clear call to action in the video that sends viewers to a landing or sales page. Now, when someone visits your profile, there’s an opportunity for them to learn more and for you to drive conversions. – Melissa Kandel, little word studio
8. Add Your Social Media Videos To Your E-Commerce Site
The majority of video consumption still happens on aggregator sites, such as TikTok, YouTube, Instagram, and although these platforms do have shopping influence, they are not where people shop. What we’ve seen at our business is that when you take those same video experiences and put them on your e-commerce website, conversion rates can be more than triple site averages. – Drew Cashmore, Firework
9. Integrate A Search Option
Nearly all pharmaceutical ads end with the directive to “talk to your doctor,” making it impossible to drive consumer pharma sales directly from a video. But by integrating a doctor search into the video player, consumers are more likely to make an appointment when treatment and the promoted brand are top of mind. – Lindsey Viscomi, Healthgrades
10. Lean Into Unboxing Video Reviews
Unboxing video reviews on YouTube can be really successful in driving conversions for those who are researching and comparing products online. Specifically with tech products, it can be valuable for customers to actually see the product, what it comes with and initial feedback to help them make their purchasing decision. – Roshni Wijayasinha, Prosh Marketing
11. Drive Sales Of Mobile Games With Gameplay Videos
Use gameplay videos to drive conversions for a new mobile game. By showcasing exciting gameplay moments, unique features and positive player reactions, the video generates interest and desire among gamers. It can be shared on social media platforms such as YouTube or TikTok, attracting potential players and ultimately leading to more downloads and in-game purchases. – Jonathan Shroyer, Arise Gaming
12. Create Videos Based On The Offering
It depends on the offering: product, service, channel, platform or industry. For products, demonstrating the product in action and showcasing its versatility can increase the likelihood of viewers making a purchase. Providing testimonials from successful customers can be a good way of increasing adoption. – Sowmya Moni
13. Deepen Customers’ Emotional Connection To Your Brand
Good video campaigns make an emotional connection between a brand and its customers while still delivering information to inform decisions. More so than typical marketing tactics that are so often about moving someone through a funnel, the most impactful video storytelling focuses on creating or deepening a relationship with a brand. – John Jorgenson, Cambium Learning Group
14. Utilize An Explainer Video
A good example of a video that can drive conversions for a logistics service is an engaging explainer video that highlights the service’s key features, benefits and value proposition. The video can showcase real-life scenarios, demonstrating how the logistics service efficiently handles shipping, warehousing and delivery processes. – Jawaher Al-Khuzaei, GWC
15. Use Video In Every Part Of The Customer’s Journey
We use videos in all parts of the customer’s journey. Our brand awareness video introduces our brand and who we serve. Next, we show how our products make a positive difference in the world, and we share customer stories to break down how this turns into business success. Lastly, we provide demo videos to show how the product works and pave the way to purchase. – Monica Kumar, Hitachi Vantara
16. Create Use Case Demo Videos
It’s a self-service world, and the most successful B2B technology brands are embracing it. Our customers want to see for themselves whether our enablement platform can address their challenges. We’ve created a number of use case demo videos that buyers can experience before speaking to a seller. The result is that prospects are much better qualified before speaking to sellers. – Rekha Thomas, Seismic
17. Make Videos Shoppable
Make your videos shoppable, use influential voices who can drive sales and have a social-first mindset. Some brands have the ability to sell directly to consumers and can leverage tools such as Shopify with social platform integrations to make their videos shoppable. Others sell via third-party retailers and should be using cart integrations to drive direct click-to-cart experiences. – Keith Bendes, Linqia
18. Host Your Video Content On Supportive Platforms
Video best drives conversions when it’s on a platform that supports it. Hosting videos on your own personal website, for example, can lead to slow load speeds that increase your bounce rate and decrease conversions. Video platforms such as YouTube allow for long-form videos that can increase conversions among a certain audience, while Instagram and TikTok allow for seamless, in-app CTAs. – Asad Kausar, Dabaran
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