If you had to choose, which type of shopping cart do you prefer: physical or virtual? With 63 percent of all shopping occasions taking place online, it’s not hard to see how the allure of digital convenience can give even the most well-established brick and mortar a run for its money. From groceries to footwear, everything the average shopper will ever need is only a few fateful clicks away.
The internet changed the whole ecosystem of normal consumer habits. Coupons are copied and pasted instead of clipped; abandoned shopping carts disappear into the ether instead of blocking the nearest checkout aisle; receipts clog your inbox instead of your trash can. But that’s not to say that all aspects of the real world shopping experience translate easily into the digital domain.
Say you’re looking for recommendations on which brand of product to buy. You can’t call over a staff member to ask about specifics or lean over to see what everyone else put in their carts, so where do you start? The vendor-supplied user reviews underneath each item? Aggregated Amazon user scores?
The internet’s wealth of options can feel like an overwhelming wall of noise if you don’t know which voices to listen to. So why not direct your potential customers towards something eavesdrop worthy?
In the past, we’ve discussed how Video Social Proof can increase your brand’s engagement potential by emphasizing relatable, visually-focused solutions with the proper context at just the right time. The fifth Video Social Proof principle may be the hardest to nail down, but will also see the greatest returns on your investment: Communal.
An engaged community is the end goal of every effective Video Social Proof campaign, cordially inviting your customers into this brand community to which they feel a true connection and membership. With the right approach, you can create an environment where users gravitate towards your brand, keeping the conversation around your products alive through regular, authentic interactions that serve to expedite each customer’s path to purchase.
And authenticity is absolutely the key here; users can smell committee-curated video content and overly cheerful actors ten pages away. By fostering the growth of your brand’s online community, you create a space for genuine, approachable discussions about your value from users who speak from experience.
What sets a community of user-generated videos apart from, say, a dense collection of written reviews or a typical high-traffic message board?
For one, giving customers the chance to share their thoughts face to face with other users puts a more relatable spin on the user review experience. Instead of considering a purchase through the lens of an indifferent star rating, video communities put the user experience front and center.
Video communities also inhabit a unique space between message boards and social media platforms, taking a few of the most effective aspects of each and dropping some of the biggest drawbacks.
So, we can already see how video communities can be used to leverage existing customers and keep an engaged user base active and responsive. But those are the broad strokes; let’s get into the specifics.
A communal approach to Video Social Proof empowers several key elements that allow you user base to flourish:
Looking for a more...perpetual argument in favor of video communities? Then let’s set our gaze on a tale as old as commerce: the buyer’s journey.
The path to purchase is never an easy one; for every enticing offer and ritzy graphic, buyers will find ways to poke holes in your pitch. Through the magic of video communities and Video Social Proof, you can ease customers along the buyer’s journey by helping them recognize their role in your brand’s ecosystem.
You’re probably familiar with the first three stages of the typical buyer’s journey: Awareness, Consideration, and Purchase. To stay focused on how video communities can help you, let’s take a concentrated look at the last two steps and how they can feed off of each other with the right community-based approach:
The retention/advocacy feedback loop described above can make growing your own video community a breeze, but that’s assuming that you’ve chosen the right video community platform for the job.
We’ve helped companies, across industries, harness the power of user-generated content to boost engagement and build robust communities.
Let us help you build your brand’s video community from the ground up. Customers are always talking about the products that bring them joy; give those conversations a place to reverberate.
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