In the modern digital world, capturing a customer’s attention and turning it into a sale is no easy task. With more competition and distractions than ever before, brands need to go beyond simply being visible — they must engage their audience consistently and effectively.
So, how much highly-effective video content does it take to create customers? The answer might surprise you: eight quality interactions.
This number represents the magic threshold — the minimum number of times a potential customer needs to interact with your brand before they consider making a purchase.
Let’s break down why these eight quality interactions are crucial and how video content plays a pivotal role in this journey.
The Daunting Task: It Takes 8 Interactions to Make a Customer
Eight may seem like a large number, especially in the fast-paced world of digital marketing where attention spans are shrinking. However, research shows that most consumers need multiple touchpoints before they feel comfortable enough to make a purchase decision.
These touchpoints aren’t just fleeting impressions — they are meaningful interactions where the customer engages with your brand’s content, product, or messaging.
This is why video content is so important. Videos are dynamic, engaging, and far more memorable than static content.
Whether it’s a product demo, a customer testimonial, or a behind-the-scenes look at your brand, each video helps to nurture your relationship with potential customers.
Here’s the reality: It’s not enough to simply create a great product or offer a service that meets a need. Consumers are bombarded with choices, so they need repeated, consistent exposure to your brand before they build enough trust to take the next step.
Why Video?
Video content has proven to be one of the most powerful forms of marketing. It’s versatile, engaging, and capable of conveying complex information quickly and effectively.
Studies have shown that 72% of consumers prefer learning about a product through video, and the reason is simple: video stimulates more senses. It’s visual, auditory, and often emotional, which helps people retain information and feel connected to your brand.
The 8-Interaction Rule for Video Content Strategy
For brands looking to drive real results, simply posting sporadically or relying on one or two big campaigns won’t cut it. Instead, a consistent video posting schedule is key to nurturing those crucial eight interactions.
At IMIG Communications, we recommend our clients aim for a minimum of eight video posts per month. This ensures your audience has enough touchpoints with your brand to gradually move from awareness to consideration, and ultimately, to conversion.
Let’s explore why this works.
1. Build Awareness Through Repetition
The first few interactions are all about building awareness.
Video content here should introduce your brand, communicate your values, and grab attention. These initial videos don’t have to focus on selling — instead, they should focus on telling your story and establishing your presence.
For example, short, engaging social media videos like Instagram Reels or TikTok clips are perfect for introducing your brand to new audiences. The more frequently they encounter your brand in a relevant and engaging way, the more likely they are to remember you.
2. Foster Trust with High-Quality Content
As customers move beyond awareness, they start evaluating whether they can trust your brand.
This is where consistent, high-quality content comes into play. Each interaction after the initial few should aim to reinforce your brand’s credibility, whether through informational content, how-to videos, or customer testimonials.
Consumers need to feel confident that your product or service can deliver on its promises, and video is the perfect medium to demonstrate that. Whether it’s a detailed product demo or a case study showcasing a success story, every video interaction adds another layer of trust.
3. Drive Conversions with Targeted Content
As you near the eighth interaction, customers should be at the consideration stage, where they’re ready to make a purchase decision.
The final touchpoints should aim to address any lingering doubts and push them toward action. This could be through promotional videos, limited-time offers, or exclusive deals communicated via video.
Videos at this stage should focus on urgency, value, and clear calls to action. When a customer sees the same consistent message, reinforced over time, they’re far more likely to hit that “buy” button.
Consistency Is Key
One of the biggest mistakes brands make is thinking that a viral video or occasional posts will generate consistent results. But without regular interaction, your audience quickly forgets about you.
That’s why posting eight videos per month ensures you stay visible and relevant in the minds of potential customers.
Consistency also allows you to adapt to changing trends and audience behaviors, which is particularly important on platforms like Instagram, YouTube, and TikTok, where algorithms prioritize frequent, engaging content.
What’s the Next Step?
You now know that it takes eight quality interactions to guide a customer from awareness to conversion. But not all content is created equal, and it’s crucial to know what types of videos will make those interactions count.
Curious about what video content will “reel” in customers? Find out in our next blog, where we dive into the most effective strategies for turning viewers into loyal customers.
Create the 8 Essential Interactions That Drive Customer Conversions
Reeling in customers doesn’t happen overnight, but with the right strategy and consistent, high-quality video content, you can drive meaningful interactions that lead to sales.
At IMIG Communications, we specialize in crafting video strategies that keep your brand in front of your audience through engaging and effective content.
Want to see how we can help your brand hit that magic number of eight interactions? Contact us today to start building a video content strategy that delivers results!