If you’re launching a new product, what’s the marketing goal? To get people to sign up? Or to get people to actually use the product? Real time statistics are being collected all the time, with some studies showing that actual sales and customer engagement through a website’s product pages increased from 30% and more when using video.
They’re not the same thing. In fact, About 75% of users download an app, use it once, and never use it again. What’s worse, 90% stop using it after a week and nearly 98% drop it after a month.
Why does this happen? Why are people so eager to use an app one minute, then so discouraged the next?
App functionality and poor design are part of it. But the bigger issue is that users never fully appreciate the value of the app. Think about the difference between a Ferrari and a Camry. In first gear, they drive pretty much the same. But the true value of the Ferrari is in how it performs as you climb the ladder.
So while your app or product may have functionality that blows your competitors away;
If you don’t show your users how to utilize that functionality or use your product, they’ll never appreciate the difference between it and your competitors.
What’s that all mean from a video marketing standpoint?
You can’t focus all your energy and dollars on one explainer video with the simple goal of acquiring users. You also need to create content that encourages those people to keep using the product after they’ve signed up.
What kind of video content do we mean? Here are three great options:
Otherwise known as a product walk-through or tutorial, onboarding videos can be an effective way to get users comfortable with using your app, and showcase your best features. The key is to choose your content wisely. You don’t want to walk them through every possible action they could take, including the basic ones that they can figure out on their own. (You don’t need a video to understand how a sign-up page works.) Rather, focus on the most important steps – like if your app requires users to swipe a certain way on certain screens, explain that clearly.
Just try not to be too dry. Bad onboarding videos feel like you’re sitting in a class. Good ones feel like you’re listening to a friend. Like what we did with Slack.
Let’s say your app has a lot of cool features that really set it apart from the rest. Even if your users are aware of what they are, they might not fully appreciate why they should use them.
That’s where a ‘Why?’ series – ‘Why Instant Sharing?’, ‘Why Direct Shopping?’, etc. – could be really helpful. It allows you to do two things: remind users that your app does a lot of cool things, and clearly explain the benefits that those features provide. Without it, you’re just hoping that users will discover that value on their own as they’re tinkering with the app. And if those engagement drop-off statistics tell you anything, it’s that users don’t tinker for long.
Obviously, you want your app to be as intuitive as possible. But inevitably, users will run into certain issues. At those moments, it’s absolutely imperative that you give them clear, quick guidance, otherwise they will get frustrated and drop you.
Enter the FAQ series. If you have solid analytics tools and a decent amount of user feedback, you’ll have a good idea what questions users typically have when using your app. So don’t wait for them to ask you. Answer them with concise, easy-to-watch videos that are always nearby. Just make sure you label them clearly – ‘How do I set up push notifications?’ – and limit them to one topic per video. Just give them what they need and move on.
Video marketing isn’t a one-time thing. It’s all about having a continuous conversation with your customers and developing a long-term relationship.
And like with any solid relationship, the more considerate and personal you are, the more loyal the other person will be.