Another aspect of video marketing as a part of SaaS customer retention is to keep them engaged and invested by regularly updating new features or improvements through videos. A
2019 Wyzowl study found that 72% of people prefer to learn about new products or services through short videos.
Users can effortlessly grasp the product and stay in the loop with the latest features if they can access captivating videos about it. Implementing this approach can help minimize confusion related to product updates and dwindle the frequency of inquiries, resulting in fewer tickets, calls, and emails flooding their inbox.
Incorporating such an approach into your customer communication strategy can significantly decrease confusion surrounding product updates. This, in turn, reduces the volume of support requests, leading to fewer support tickets, calls, and emails, thus lightening the weight off your customer support team and ensuring a better customer experience overall.
Here are some of the key tips for using videos for product updates aimed at retaining customers:
- Start with a dedicated video channel on YouTube and drive efforts towards increasing its subscriptions so that users get notified about a new video.
- Highlight key features of the SaaS products in the update video to demonstrate how these features work and how they help end-users.
- Do not limit product update videos to YouTube. Instead, put them on all your social media handles (more on it later), create a video landing page on your website (by embedding it), newsletters, and even in-app notifications.
For example, Adobe often uses video announcements to inform its users about new features, product updates, and enhancements. Such an approach is necessary for
customer engagement with videos since it demonstrates the company’s commitment to improving its products and encouraging customer loyalty.