Video content can cement retailers' brands

A kiosk filled with compelling video content can be a great tool for marketing communications, merchandising and selling.

When companies have an important marketing message to impart, they say it with video. As a stimulating way to get a point across, it quickly gets viewers technical information, shows a product in action or conveys a significant slice of the company's branding, while also providing entertainment value.

"Optimizing the video experience allows leaders to gain a foothold with clients."

One of the most exciting uses of information kiosks is as a delivery channel for video content. Letting users control it with touch gestures connects the brand and the audience in a very real way and permits buyers to gain all the knowledge they seek in an easy and compelling way.

Many companies will look to save money by reusing TV commercials or training videos - but a much more powerful brand experience and marketing message can be obtained by setting up the videos and the touch flow through them in a way that optimizes touchscreens.

This is because touchscreens are a powerful new way to tell your brand story and share your marketing message while using familiar formats. Setting up the video in the best way will significantly leverage that power.

Ideal features
As with all advertising tactics, using a best practice approach is a good way to handle video marketing. While any kind of presentation will likely have some impact on the viewers, optimizing the experience allows leaders to show off their products in an ideal light and gain a foothold with clients.

• No lag: Streaming video from the Web or using HTML5 may seem like the best way to operate a kiosk. However, the lag can severely distract from the experience. Instead, installing the content on the device directly can cut down on loading times. People who tap an icon on a kiosk screen want immediate results, not a loading bar or spinning circle. Technology that performs well solidifies your brand image and message, whereas failed systems will drive users away.
• Multiple videos: Having multiple videos available can be both dazzling and simplifying. A buyer can glance at the potential videos to watch and select what is of interest to them. In addition, while in ready mode waiting for the next user, the video movement can change location, drawing the user's eye to particular points. A single video is like watching TV; multiple videos on the kiosk with responsive screens and simple, intuitive touch controls can keep customers engaged in an edutainment mode for long stretches of time.
• Linked Video Nuggets: A well-designed kiosk lets users jump around to what is of interest, backtrack quickly or dive into new areas as their area of interest shifts. For that reason, it's important that videos be in very short segments in the beginning, no more than 5-15 seconds for the first engagement layer. As a user digs in for more information, the videos can be longer or more in-depth - similar to the way a written article will have a headline, sub-header and copy.

Video content is a compelling, familiar way to reach customers. Video on touchscreens is a powerful new way to tell your story.

Information and entertainment
Video serves a dual role, both entertaining audiences and giving them copious information about products and services. Today's self-motivated customers are eager to find data on their own, which can draw them to a kiosk. If that device proves entertaining as well as informative, they may spend more time using it, thus absorbing the brand's message for longer. Ideally, they will find everything they need to know while browsing, making significant process on the path from initial interest to a purchase. Video plays directly into this role for kiosks.