by Elle Werle
Everyone is watching video, and your organization will want to create video content for your customers (and potential customers) to consume.
Nothing will connect better with your customers instantaneously like an engaging, well-thought-out video. Video is the future of client communication, and here is our guide to navigating it.
By now you’ve probably discovered yourself many of the reasons why video is awesome. Whether you are FaceTiming your friend, watching a TikTok, sending a succinct work video message, or recording a video tutorial, there is virtually no limit to what video can do for communication. What you may not realize is that this is only the beginning, and video is the future of communication.
Video is everywhere now and it is not going away any time soon. The amount of video that people watch has nearly doubled since just 2018, according to a study by Hubspot. That’s because video is personal and engaging, not to mention available to anyone with a device and internet access. This has been especially useful during the isolating times of the pandemic when we are cut off from our typical modes of in-person communication.
To learn from this important observation we’ve compiled a list of reasons why video is the future of client communication and interaction. With it we can better understand the value in video for client communication. Discover what your client base is looking for so you can create great video content for them.
Why Video is the Future of Client Communication
1. Video Has High Emotional Impact
Only video contains audio and visuals together, allowing us to form an emotional connection to the message that we just don’t get with written text and other mediums of communication. Your customer-facing teams can harness the power of emotional connection to engage with your audience and appeal to them on a deeper level.
Why does video inspire such an emotional impact?
- Video delivers the message quickly
- Video delivers the message clearly and concisely
- Video motivates and inspires us to take action
- Video leaves little room for miscommunication and misunderstanding
No other medium has the emotional impact that video does, making it our first reason why video is the future of client communication.
2. Video Content is More Powerful than other Content Types
In addition to emotional connection, video has other superpowers. It is a rich, multi-sensory experience that no other form of communication offers.
Video can be consumed the fastest, all while creating a more holistic understanding than with plain written text. The power of video to communicate many ideas quickly, effectively, and with minimal effort makes video indispensable.
3. You Already Own All the Necessary Tools
If you think you need more than you already own to get started, you are very likely mistaken. All you need is a phone or computer with a camera, and an internet connection. Seriously!
Don’t overthink filming your client communications video. You truly do not need special lights, microphones, or anything else you feel is holding you back. Simply find a easy-to-use online video recording tool (like Weet!), smile, and press “Record!”
(Pssst… We’ve created a bunch of resources and guides for filming client videos on our blog. Check them out!)
4. Video Can Be Used in a Very Wide Variety of Ways
Even within the scope of client communication, there are so many ways you can use video.
Here at Weet we use it externally to respond to customers (this is especially helpful for those more complex issues where email and chat just don’t cut it). We also use it externally when we create video tutorials for our Knowledge Base, which we then share on social media. Our Customer Success, Sales, and Marketing teams leverage video assets every day to connect with our clients.
Video can be used internally as well to asynchronously communicate. We use it all the time rather than email. It’s much more collaborative, visual, and concise than email generally is. You can also use video internally for onboarding and training!
5. Video Eliminates Confusion
Email can leave a lot to be desired in the clarity department. Especially for how long it takes to read a long, complex message.
Video is the future of client communications because it gets rid of that issue entirely. When you can hear and see the demonstration, process, or other valuable information, you can understand it so much better. Research at 3M shows that your brain processes video 60,000 times faster than text.
6. Video Saves You - And Your Clients - Valuable Time
We already know that your brain quite literally processes video faster than written text. Yet video can save you time in more ways. It’s faster to watch than to read, and more often than not you can change the video playback speed to go faster than normal.
Even on the video content creation side, it is faster. It is certainly less time consuming to hit “record,” record my message, and send it than it is to type that same message out. This is where choosing the right tool makes a huge difference. Choose a tool that doesn’t necessitate a laborious process to send and share video content.
7. Attract and Engage Viewers with Video
Posts that include video attract 3 times as many inbound links as plain text posts. That’s triple the chance you will engage your target audience! Triple the chance your video will help make the sale or get the newsletter subscriber or guide traffic to your website.
Video does a fantastic job of catching your target audience’s attention in the first place, but it’s also ideal for fostering engagement. People can continue to engage with your video for weeks, months, even years after it is initially posted! Those engagements lead to more engagements, and a conversation around your brand, product, and/or service.
8. Video Clearly States your Purpose, Vision, and Ideas
You can eliminate so many questions with a well-articulated video. This, in turn, can save your Sales and Customer Success teams countless hours of follow-up, and save your customers the frustration of not knowing in the first place!
Leave no question about the message you are conveying when you send a video in lieu of an email.
9. Video Creates Clarity Around Complex Topics
Clarity is not a strong suit of written text when discussing complex topics. Certain (most) things are easier to understand when we have a visual paired with an audio explanation.
You want your customers to feel heard and to resolve any issues quickly. Video will add that personalized touch while allowing you to explain, in-depth, anything needing explaining. No matter how complex a topic is, with video you can add presentation slides, notes, images, and more to add clarity.
10. Video Content is Favored by Search Engines
Since video is so pervasive, search engines have prioritized video content over other content types.
This means that two web pages can contain largely the same information, but the one that shares that information in video form will be favored over the other than shares information in plain written text format.
11. Video Reduces Confusion
Video allows you to articulate, gesture, point, and add visuals that reduce (or completely eliminate) confusion and questions. When recipients of your message understand your body language, tone, and emotion, they connect better with the message than with written text.
12. More People Work From Home and Require Remote Support
More people working remotely at home means there are more people to support that are in remote environments. Organizations have had no choice but to pivot and provide remote support if they didn’t already before.
13. Video Creates a Seamless Client Onboarding Experience
Let’s face it: onboarding can be really not fun sometimes. But it does not have to be this way!
Onboarding -whether for clients or internally – can be less stressful for all involved when video is built into the process. There are two reasons for this:
1. Your SMEs (subject matter experts) don’t have to spend a large portion of their valuable time training clients. They simply record the video once, and update when necessary.
2. Onboarding clients can move at their own pace, tailoring their learning experience to what they know works for them. Learners can watch videos over again, reference them later, and use comments to ask questions that others can see the answer to.
The seamless experience of video onboarding is one major reason why video is the future of client communication.
14. People Already Utilize their Phones or Computers to Resolve A Wide Range of Issues
Your target market is already using their tablets, phones, and laptops to look up videos that remotely resolve so many issues. When you communicate with your client base using video, you are integrating into that customer’s digital environment.
People use video to solve just about every problem we can think of. Your content can be a part of that solution bank for your clients.
15. Video Gives Customers the Experience they Want - Fixing their Problem Now and Not Waiting
Think about your own experience as a customer. When you need help, do you generally exhaust all of your options before resigning to call customer support? I bet so.
Video is the perfect tool to easily provide this type of support for your customer base. In seconds or minutes you can answer many questions, sometimes before the customer even has a chance to think of them!
16. Video Allows your Clients to Respond When they Want - Asynchronously
Video is often asynchronous – meaning viewers respond on their time. If Customer Support sends your client a video, the client can watch it and resolve the issue according to their own schedule.
We’ve all been on hold with customer support for hours only to have the call end, our issue unresolved. Don’t put your clients through that! Asynchronous video is the future of client communication.
17. Video is Convenient
Video is asynchronous, fast, and effective. All of these characteristics come together to make video the ultimate communication tool of convenience. Save time creating and receiving messages with video messaging, as opposed to written text.
Video provides the richness and clarity of live, in-person meetings and video conferences, with the agility and asynchronous aspects of tools like Slack and email. Video is the future of client communication because of its incredible convenience.
18. Personalize Your Message with Video
Video provides an immeasurably more personal experience than reading text does. The viewer, your client, can see your smile and your gestures, and they can hear your tone and emotion. This paints a much more well-rounded image of who you are, as well as your brand, and service or product.
Further personalize videos by adding a unique introduction for each recipient. Use their name if you can. Imagine receiving a personalized video yourself. Would it catch your attention?
19. Video Promotes Remote Work Collaboration
Video messaging allows your organization to move quickly and with agility to help clients. Look for tools with rich collaboration options (like Weet!), like video comments, screen share comments, audio comments, text comments, emoji reactions, and more.
20. Share Product Updates with All Customers at One Time
Keep every customer in the loop in real time with product update videos. Make sure no one misses a beat, and that your clients know where to go to find this up-to-date information.
Make sure to keep it up-to-date! Constantly be adding to this content as things inevitably change.
21. Video Allows Companies to Reach Clients Anywhere, at Any Time
That’s the beauty of video: you record it once and it keeps getting attention forever! Share your videos at any time, through any channel, with anyone.
Have a bank of recorded videos with answers to common client questions. This is something your Customer Success team can use, or anyone in a customer-facing role. Link the videos in your Knowledge Base, and send them to customers when they reach out via email, chat, or phone support.
You can also record videos for your Sales team to leverage, explaining topics such as pricing and invoicing, etc…
Video’s domination of our screens – and brains – is going nowhere. Video will continue to extend into every kind of interaction we have, and will only grow in importance for client communication.
Create compelling video content to connect with your target market like never before.