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Video moves


Moving into the brand engagement stage, it’s time to take things up a gear. Your logo has flashed before their eyes multiple times, and your target audience will recall the key messages conveyed by your awareness videos. Now, you need a way to maintain this momentum.

Your focus should shift to engaging the users whose attention you have already earned with personalized, relevant video content to further nurture the relationship, while still trying to reach as many people as possible with your content to keep filling the pipeline.

This is the perfect time to build trust in your brand and foster a lasting relationship with potential customers by consistently delivering high-quality, engaging content.

Let’s look at the best ways to do that.



Boost engagement with personalization

At this stage, your potential customers have already started researching products that meet their needs. It’s time to help them make an informed purchase decision. Product videos, testimonials, or live streams can all help educate customers and further deepen the relationship.

Analyze the data and insights available in your technology stack. This will aid in figuring out your audience's behavior and preferences, allowing you to personalize messaging and increase relevance.

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You can pull these insights from social media and your website analytics or get a complex overview in your video streaming platform or your MAP. Analyze demographic information, behavioral data, website activity, and email engagement to determine what your audiences respond to best and what the best next moves would be to keep them interested.

Personalizing in the brand engagement stage

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Rather than personalizing video content to individual customers, which is cost prohibitive, a better approach is to add interactive overlays and other elements like tailored CTAs specific to each customer segment.

For example, if a consumer is part of a segment that has shown repeated interest in a product category, offer a complementary product or a promotional offer for that product in a clickable overlay which appears when they engage with a product demo video.

Key Tactics For Success

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Leverage data to deliver targeted, segment-relevant content

Imagine a customer searching for an e-bike to buy. After looking at different brands online, they start scrolling through content on Instagram by searching for the term “e-bike”. The algorithm remembers their behavior and marks them as “e-bike enthusiasts”.  If your brand was targeting consumers interested in biking and e-bikes in the brand awareness stage, this user will likely have come across your video content, and will have watched several videos about the e-bike model that interests them, placing them firmly in that targeting segment.

Serve detailed product videos tailored to the formats that data shows drove the most engagement, or educate and engage through a dedicated live stream for biking fans on platforms like Facebook, Instagram, or YouTube. Make it feel like you understand any objections they may have, answer those objections with relevant content, and pull them in to further increase their confidence and build credibility.  Creativity will drive the best results. So test several headlines, choose eye-catching thumbnails, and curate a story that evokes emotions.

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Shift consumers from passive to active viewing with interactive elements

Put customers in charge of their viewing experience so they can “create their own adventure”. Creating opportunities to influence the storyline of a video through chaptering (dividing content with straightforward navigation) or branching (where consumers can choose how the storyline will develop) is a great way to encourage them to seek out content that interests them, to skip through what doesn’t, and get them to a place where they are ready to convert faster.

For example, a user considering buying a certain type of camera may skip through an hour-long video to only watch the chapters that answer his remaining questions about the camera's specifications.

Interactive elements in your videos, like polls, quizzes, thumbs up and down buttons or various personalized CTAs, empower your viewers to interact with your brand, reveal more about themselves and move down the funnel, heading to conversion.

For example, at the end of a product video, you can use a poll to ask customers if they found that video useful, or offer them a personalized CTA to explore the product line on the website.

Adding interactive elements to your videos will also help boost performance. Interactive content is 81% more effective at grabbing people’s attention and can boost viewing time by up to 47%.


One challenge we must also recognize is the various cookie restrictions and upcoming changes that will make it harder for marketers to gather a complex picture of customer's behavior and preferences. In fact, 41% of marketers believe the loss of third-party cookies will be their biggest challenge in the coming years.

Reduced audience tracking brings segmentation difficulties and makes content personalization more challenging. However, hosting videos on a platform like Brightcove is an effective way to collect enough first-party data to segment and personalize successfully.

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Make videos easily shareable

To maximize impact, ensure your brand can also share video content easily on social media through your video platform of choice, making it easier to be where your customers are.

Make it easy for potential customers, too. Ensure they can easily share your video content with their networks. Incorporate social sharing buttons or add CTAs inviting customers to spread the word.

Having your video content shared on social media comes with two positive byproducts on top of boosting engagement: it increases your reach (and is a form of supporting brand awareness). It may also attract new viewers who will become your customers later on.


Build Trust For Conversion

70% of online shoppers say video helps them understand products better. They can more easily see whether a product is a good fit for them. Once you start showing your customers relevant content related to a product they are interested in and presenting its features and benefits, their motivation to buy will increase naturally.

However, there are many tactics you can use to make your customers feel like they are making the right decision by buying from your brand. An inevitable part of converting your customers later in the journey is building credibility by carefully crafting your digital presence and leveraging paid advertising to maximize impact of your video content by delivering it to relevant audiences who will be more likely to convert on your offering.

Let’s look at what tactics will help you with that:

Key Tactics For Success

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Deliver relevant dynamic content

Imagine a customer coming to your website and seeing the latest promotional video for the most recent phone or TV they have been considering buying. Once you’ve got their attention in this way, pull them deeper using conversion-focused overlays that prompt action, guiding them through the purchase process with dynamic content.

When putting dynamic content in front of your audience, it's important to A/B test your CTAs for the best results. Do customers click on “learn more”, or a more binding “buy now”? Split testing call-to-action messages can raise conversion rates by 161%. Testing your CTAs in depth will help you move audiences through the funnel more effectively.

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Build trust and credibility

Aside from product demos and video series that answer customers' questions, customer testimonials and case studies are the video formats you should consider at this stage. They help build credibility, boosting customer engagement. Having peer reviews and third-party success builds consumer confidence that you can deliver on their needs. You can weave these assets into your strategy as you would other video content: making them part of your social media ads, including them in your newsletters, etc.

Unboxing videos are another worthwhile content type to show customers the value of your product in a transparent way. In this brand engagement stage, you can use video content like this to guide potential customers through product features in detail.

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Monitor analytics

In the brand engagement stage, your primary indicator of success is the click-through rate (CTR). Growing CTR indicates that your video content is successfully catching viewers' attention and drives visitors to your website, where they keep learning more about your product and move down the funnel, closer to conversion.

Beyond this, look at the completion rate of your videos (the percentage of the video watched by a user). This metric tells you a lot about content quality. Monitoring Attention Index metrics can also help shape your content strategy, so you can produce more effective video content in the future.

How Brightcove Can Help

Brightcove is a reliable, scalable, and secure platform for video delivery. See how it can work for you.

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  • Tracking customer engagement of different target audiences
  • Integrations (e.g. CRM - engagement tracking, segmentation)
  • Live events
  • Interactivity
  • Analytics capabilities


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85% of consumers rely on video when they shop online.


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