Video content is everywhere. Every day, people are interacting with family, friends and their favorite brands through a variety of dynamic multimedia experiences, from YouTube to Instagram. Your customers expect to engage with their energy utility in similar ways.
For energy utility companies, video content should be a key part of your marketing communications — from email campaigns to website landing pages — and a critical tool to building engagement and inspiring customer action.
Customers expect video content
The latest research finds that 53% of consumers want to see more video content from marketers. Video is no longer a nice-to-have component of your digital marketing strategy — it’s an absolute must to meet the expectations of today’s tech-savvy consumers, especially Millennials and Generation Z.
Why video content matters
For energy utility marketers, video is an integral way to educate, engage and inspire residential and commercial customers at key touchpoints throughout the customer journey.
Relationship-building emails that include a video are five times more likely to be opened compared to those without video. In addition, simply adding the word “video” to an email subject line can increase open rates by 19% and click-through rates by 65%. Video also has the power to reduce email unsubscribe rates by 26%.
In fact, videos now comprise 20% to 30% of Questline’s most recent Top Newsletter Content lists. Our most popular video, part of a “Smarter Living” series, garnered more than 100,000 views. Who knew a video about keeping the upstairs of your home cool could generate so much attention?
From email campaigns to website landing pages to social media, video will catapult your customer engagement to new levels. Here are five reasons why you need to use video in your marketing communications.
1. Video captures attention
Customers are bombarded by hundreds of marketing campaigns each day, but a video has the ability to cut through the clutter and capture attention in a unique and powerful way. Viewers report remembering 95% of a message when watching a video versus only 10% when reading it in text.
When one leading energy utility introduced a new bill, we created a short animated video to inform consumers. Compared to a text-only email, this successful video described the important changes in an easy-to-understand, digestible format.
2. Video tells a story
Compared to other communication platforms (blog posts, articles, case studies), video has the power to tell an impactful story in less than a minute. It’s also capable of conveying a great number of different moods and messages. During the holiday season, Questline created a heartwarming video on the vital role that lighting plays in creating a warm, inviting home. Each scene showed a different family opening their front door — illuminated by holiday lights — to welcome family and friends. This powerful message would be challenging to capture through text alone.
Video can be a lighthearted cartoon or an in-depth series featuring subject matter experts. No matter the topic, video provides a new way to bring your content to life.
3. Video content maximizes SEO
When it comes to search engine optimization (SEO), video can help improve your website’s standing in the eyes of Google. Search engines want to see content that engages viewers, and website landing pages with video will keep people on your page longer than text. In fact, consumers will spend 88% more time on a landing page with video, compared to a text-only site. Showcasing the power of video, YouTube is now considered the second largest search engine with more than 500 million hours of video watched on a daily basis. By incorporating video into your marketing strategy, you have the opportunity to maximize your site’s SEO.
4. Video builds trust and loyalty
From fun, animated videos to heartwarming feature stories, video marketing can show off your company’s unique personality and brand voice. In turn, this helps build trust and loyalty among your customers. Continue to build on this foundation with ongoing video series that educate, inform and inspire. Create quick-hit videos on how to keep your home insulated or a reminder video of what to do during an outage.
For example, our “You Can” series, featuring HGTV and DIY Network personality Jeff Wilson, educates consumers on various DIY home projects, such as insulating pipes and air sealing your attic. Wilson’s knowledge of energy efficiency, coupled with his name recognition, builds trust and credibility.
5. Video content is social
Did you know: Facebook has around 8 billion video views each day. This staggering statistic showcases why video is an ideal tactic for your social media strategy. Video features rich storytelling capabilities in an easy-to-digest format, making it well suited for busy, on-the-go audiences. Plus, people will often share videos they love with friends, so you have the opportunity to reach an even larger audience.
Whether you’re shooting on the latest 8k digital cinema camera or simply an iPhone, video can make a major impact on your engagement with customers.