Five tips on how to turn videos into bestsellers

MOVING PICTURE Videos can be used both internally and externally to increase sales. The following five practical examples show how and why.Videos are in the fast lane worldwide: on YouTube alone, 300 hours of video content are uploaded every minute and viewed billions of times. An enormous reach that also offers great sales potential for companies.

1. generate leads

If a picture is worth a thousand words, a video is worth a million words: according to Forrester Research, a one-minute video is worth the equivalent of 1.8 million words. What's more, our brains process visual information 60,000 times faster than printed words. For companies, this means that if they integrate videos into digital channels such as websites or newsletters, they will attract the attention of potential customers more quickly and thus gain new leads.

2. create an incentive to buy

At the same time, videos help people to understand products, making it easier for them to make a purchase decision. ComScore found that product videos increase the likelihood of purchase by 64%. In addition, online store operators can use the click rates of videos to measure the effectiveness of their measures and better evaluate leads.

3. build an emotional bond

Videos arouse emotions: In advertising, the sensitive power of TV commercials has been known for decades. Nivea, for example, was able to achieve almost 4.4 million views with the "Mama" commercial alone. This gives companies the opportunity to (more strongly) bind interested parties and customers to their product and brand.

4. train sales teams more efficiently

In addition to videos for end consumers, videos can also strengthen sales from within. Training videos and webcasts accelerate training and qualification processes by conveying knowledge in a targeted and easy-to-understand way. At the same time, they are an effective means of aligning sales employees around the world towards a common goal.

5. promote internal exchange

In addition, videos support collaboration and improve employee creativity. For this reason, Philips Electronics provides its employees with the company's own video platform "BlueTube", for example, to share best practices and the like. This has enabled the company to sustainably increase the development of internal innovations. Author: Michael Kummer, Sales Manager EMEA at Kaltura