The Creative Toolkit for Marketers

How to Use Video to Improve the Online Customer Experience

Chelsea Sassara

Digital and video marketing for online customers

This likely isn’t a surprise to anyone, but online shopping is huge. In 2021, more than 2.14 billion people worldwide are expected to buy goods and services online. That’s an increase from 1.66 billion global digital buyers in 2016.


Since consumers are flocking to the internet to buy just about anything from toilet paper to computers to childcare, having a strong online presence is a must for any brand. Consumers now turn to Google, Yelp, or social media to find information about products and services. The problem, though, with the abundance of readily-available information online is both attracting the attention of your target audience and then retaining it.


This is just one of the many reasons digital marketing is so important.


A company’s website and social media channels are major selling tools and video continues to prove to be the king of content to attracting and appealing to a consumer base. This is no secret to marketers today, but it can often be overwhelming to implement and utilize video effectively.


This article is going to outline why video is important for online consumers as well as how to strategically use video to improve a consumer’s buying experience from start to finish.


1. Explainer Videos

I feel like we (meaning here at VMG Studios) say explainer videos are the solution for most video marketing initiatives and that’s because they’re versatile and effective.


An explainer video is a marketing tool to introduce your company and summarize the basics of your brand such as your products and services. Ultimately, an explainer video answers the questions, “Who are you and what do you do?” While simple in nature, an explainer video is in-depth and comprehensive.


When a new lead visits your website, as marketers, your goal should be to make it as easy as possible for them to know exactly what your company provides. Don’t make them search aimlessly on several website pages trying to figure out your service offerings.


As a consumer, myself, one of the biggest turn-offs is when I can’t figure out what a company does while I’m on their website. If I can’t tell what a company does on their own website, then where am I supposed to find that information? Your website is your company’s biggest selling tool, and it shouldn’t be overlooked or underutilized.


Offering an explainer video on the homepage of your website immediately answers prospects' questions in an easily-digestible way. We’ve identified 7 main benefits of explainer videos in case you need more reason to produce one for your company:

  • People prefer video when learning about a company or product/service
  • Saves time
  • Attention-grabbing
  • Improved SEO
  • Easy to share and can be posted anywhere
  • Repurposing
  • Build brand awareness


2. Educate Customers Through Video

How consumers interact with brands continuously changes. Over the years, we’ve seen a shift in what consumers value. In particular, we’ve noticed that a lot of customers don’t like to feel as if they’re being sold to, they like to feel as if they’re being helped.


There are plenty of statistics to back up this claim, as well.


Take explainer videos, for example. In nature, explainer videos are educational. They educate potential customers about who you are and what you provide. They also work. A survey found 96% of people have watched an explainer video to learn more about a product or service and 86% have been convinced to buy something after watching a video.


When your marketing videos are focused on education rather than selling, you’re positioning your brand as transparent and trusted which are increasingly important for many consumers.


Content marketing videos are a great way to educate your audience. Content marketing is a strategic inbound marketing approach focused on creating and distributing valuable, relevant, and educational content digitally to attract, retain, and qualify potential new leads.


Having a learning hub full of educational resources that answer questions about your company’s expertise on your website is an effective selling tool without being sales-y. You can help customers feel empowered to research and make informed decisions about whether your company is the right fit for their needs.


Here is a content marketing video VMG Studios put together highlighting how much a live-action and animated video costs.



Similar to explainer videos, we’ve put together a list of 7 benefits of content marketing:

  • Improves SEO
  • Lead generation and increased conversions
  • Establishes thought leadership and expertise
  • Increases brand awareness while building trust and transparency
  • Develops connections with a target audience
  • Grows social media channels
  • Assists the sales team

READ: Why Video is Essential in Your Content Marketing Strategy (Types + Examples)


3.   Company Culture Videos

Online platforms such as websites and social media allow brands to connect with customers all over the world. At the same time, though, the technological aspect can cause a disconnect. I’m sure we all have those Facebook friends of Instagram followers whom we exclusively interact with online and never in-person.


It’s commonplace now for many brands to be connected with their customers almost exclusively online (especially in the age of COVID-19), so company culture videos are a great way to form genuine connections with your target audience. Showcase the people who work behind-the-scenes or highlight a specific process. If your company is service-based, introduce the team members a client might be working with through “meet the team” videos like VMG Studios does.





Showcase your company’s mission, values, and team members through video and make customers excited to support your company.


4. Save Customers Time Through Video

I am definitely going to sound like a broken record with this one, but video saves time! If it takes too long for a customer to find the information they’re looking for regarding your company or products, it might turn them away.


Once again, I’ll bring it back to explainer videos as an example. Explainer videos are the ultimate time-saver where you can relay a lot of information in a short period of time.


If you’re worried about the retention of your target consumer base, create short, easy-to-digest videos about who you are (explainer video), your products or services (product videos), or your team members (company culture videos). Surveys show that nearly two-thirds of consumers prefer video under 60 seconds while 95% of people believe that a video should be less than 2 minutes long.


Sprinkling short videos across your website is a sure way to improve the customer experience for those who don’t have the time to read articles or website copy as well as for those who simply prefer video over text.



5. Provide Customer Reviews Through Testimonial Videos

Raise your hand if you like to read reviews before making a purchase. Sure, maybe you don’t need to read reviews for a brand of paper towels, but when it comes to electronics, cars, and services like a child caregiver or a handyman, reviews can ultimately sway your decision.


Customers actively seek out reviews and customer testimonials. Nearly nine out of ten consumers read reviews before making a purchasing decision. By transparently providing reviews in the form of testimonial videos on your website, you’re making it easier for leads to learn more while on your website.


Testimonial videos are a great marketing tool to leverage in the final stages of the sales funnel as consumers are getting closer to buying a product or service. The benefits of testimonial videos include:

  • Allows you to strategically control the narrative
  • Establishes industry leadership and builds trust
  • Builds strong relationships with current clients
  • Memorable and shareable
  • Combine emotion with logic

READ MORE: 5 Benefits of Adding a Testimonial Video to Your Marketing Strategy


Don’t underestimate the power of a 2-minute (remember, people like shorter videos!) video featuring happy clients talking about their experience with your brand.


Delight Your Online Consumers with Video

They say a picture is worth a thousand words, and while this is true, I think it’s safe to say that video is worth a million words. The fast-paced consumer world doesn’t appear to be slowing down anytime soon and video plays a big role in consumers' shopping habits.


Consumers are more equipped than they’ve ever been to make informed purchasing decisions based on their needs, budget, or timeline. There are also more options to choose from in just about every good or service imaginable meaning marketers are constantly looking for ways to break through the noise and reach their target audience.


Video marketing continues to be one of the most effective ways to convert customers and a big part of that is because of how it contributes to the online customer experience. As a hybrid creative marketing agency and video production studio, we’ve seen the success video provides for companies of all sizes.


Brands can effectively use video to delight their online audience through:

  1. Explainer videos
  2. Educational content
  3. Company culture videos
  4. Time-saving content
  5. Testimonial videos

Put yourself in the shoes of your ideal buyer and produce video content accordingly that will not only win their initial business but keep them coming back for more. And if you’re looking for a creative partner to assist with your video marketing efforts such as an explainer video or testimonial video, VMG Studios is standing by waiting to help.


To continue to learn more about video production, download our free eBook, The Beginner’s Guide to Video Production!

The Beginner's Guide to Video Production eBook



Tags: Video production, online videos, Video marketing, website videos, Customer funnel, customer videos

Chelsea Sassara

Written by Chelsea Sassara

Chelsea Sassara is a Content Manager at VMG Studios. Chelsea is an Emmy award-winning journalist with a background in local TV news. She loves to write, her dog & cat, the Pacific Northwest, and the Oregon Ducks.

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