So you’ve hustled hard for years and built up a strong business with a loyal customer base. And that’s great!
But that doesn’t mean it’s time to kick back and relax.
Winning over new customers is one thing.
But keeping them around and regularly coming back?
That’s a major challenge!
Keeping your existing customers engaged, informed, and loyal not only boosts sales but also drives word-of-mouth recommendations and establishes brand credibility.
With the rise of video becoming the most powerful marketing tools in 2025, businesses have a unique opportunity to use video content to improve customer retention and foster stronger relationships.
This guide will show you how to leverage video marketing to retain customers, increase engagement, and even attract new ones.
By tapping into the most effective video-driven customer retention strategies, you can create a robust marketing approach that sets your brand apart and builds a loyal customer base.
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Customer retention is simply the practice of keeping your existing customers engaged with your brand over time.
While acquiring new customers is of course essential for growth, maintaining a strong base of loyal customers is almost always more profitable and more sustainable.
The art of retaining customers goes beyond mere one-time transactions; it’s about nurturing long-term relationships, improving customer satisfaction, and consistently delivering value.
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Retaining customers is not only cost-effective but also impactful on your brand’s overall health.
Studies show that overall, retaining a customer is anywhere from 5 to 25 times cheaper than acquiring a new one.
And that probably excludes the power of word-of-mouth testimonials of happy customers heartily recommending you to their friends and peers, which is a kind of marketing that money simply cannot buy.
As far back as 2016, 32% of executives said retaining an existing customer base was a high priority in their marketing strategy, followed by growing their customer base (42%).
Additionally, existing customers are more likely to make repeat purchases, try new products, and refer your brand to others.
Key reasons why customer retention matters include:
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Video marketing is a powerful medium to engage, educate, and nurture relationships with your audience.
Video content is visually engaging and highly effective at breaking down complex topics or showcasing products, making it ideal for keeping your customers informed and interested.
Video is also memorable– multiple studies have shown that viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it!
In the context of customer retention, video can be a powerful way to emotionally connect with your customers.
With video marketing, you can:
For more ideas on video types that can boost customer retention, check out our article on the best video marketing trends for 2024.
Image Credits: Freepik
Here’s how you can use video marketing to retain and engage customers effectively.
Set a warm tone with a personalized welcome video. It’s a great way to make customers feel valued and give them a quick overview of what they can expect from your brand.
While this was unheard of even a few years ago, creating personalized welcome videos for each customer isn’t particularly difficult or even expensive today.
Show customers how to use your product with step-by-step guides. A well-executed tutorial video enhances customer satisfaction and reduces support requests.
It’s a common practice today for people to look up tutorials and guides on places like YouTube; it’s therefore an obvious opportunity to create tutorials for your customers to refer to.
As a bonus, this also creates a strong sense of community with users, while emphasizing that your company cares about its customers beyond merely making a sale and being done with it.
Showcase real stories from satisfied customers to build credibility and show potential and current customers the value of sticking with your brand. Never underestimate the power of a good testimonial video!
Keep customers informed about new features or product updates through engaging update videos, which show your commitment to continuous improvement. Similar to product tutorials, this fosters a sense of community and camaraderie among your customer base.
A personalized thank-you video can reinforce loyalty by showing customers that they’re more than just a number and that you’re willing to go above and beyond to show it and prove it.
Smooth the onboarding process with an instructional video that guides new users, making it easier for them to start using your product right away.
Offer webinars on trending topics or host live Q&A sessions with your team to provide exclusive, valuable insights to loyal customers.
Celebrate customer milestones—like anniversaries or purchase goals reached—with a short, celebratory video message.
Use interactive videos where customers can click through to explore topics or features in more detail, creating a personalized experience.
Simple holiday greetings or messages during key times of the year can add a personal touch and keep your brand top-of-mind.
Help customers troubleshoot issues quickly with a well-organized library of support videos, FAQs, and troubleshooting guides.
Share industry news or relevant educational content that aligns with your customers’ interests to keep them informed and engaged.
Recommend related products or features that might interest your customers. Videos with product demonstrations work especially well for this strategy.
Showcase user-generated content or host virtual events to build a sense of community among your customers.
Ask for feedback on new features or services through your videos, showing customers that you value their input and are keenly listening to their concerns.
Give customers a peek behind the curtain to see how your product is made or meet the team, adding a human touch to your brand.
Use gamified videos to encourage customers to learn more about your product in a fun, interactive way.
Build excitement for upcoming features or product launches to keep your customers engaged.
Share company news, product updates, and educational content via a video newsletter to stay connected with your customer base.
Promote your loyalty program with a compelling video that explains the benefits and incentives, encouraging customers to stay engaged.
This dazzling video for Keka HR by Motionvillee is a fantastic example of an animated product tutorial video, full of life with slick graphics and a friendly voiceover.
In just one minute it easily covers all the questions a potential customer might have about what their platform can do and how easily it can do it.
Going for a more serious and straightforward style, this tutorial video for Intuit Assist for QuickBooks is natural, clear, and easy to follow.
Just like their product itself, a natural-language assistant for QuickBooks that can revolutionize how you handle your numbers daily.
They say the best videos follow the rule “show, don’t tell,” and this is one of them.
M&M Consulting, the finance whisperers, brings tax relief to individuals and businesses alike.
In their animated testimonial, we made their real customers sing their praises amidst lively graphics, showcasing the true value of M&M’s magic.
It’s more than just eye candy; it's also practical—animation can be a budget-friendly way to bring diverse scenes and characters to life, without breaking the bank.
Who says testimonials need to be lengthy to pack a punch?
Check out this snappy animated gem, featuring a thrilled customer buying their first car from Capitol Subaru.
With a catchy soundtrack, charming animation, and a spirited cartoon dog thrown in, it's not just a testimonial; it's a mini joy ride!
Plus, with stats clearly revealing people were twice as likely to share videos than any other type of content, this one's bound to rev up some friend shares.
The realm of justice and law firms is one that suffers a bit of an image problem if we’re honest.
To the layman, it all comes off as cold, confusing, and impersonal– maybe even scary.
So in the animated customer testimonial video that we created for The Law Offices of Adam J. Roa, we set out to first and foremost humanize this firm.
The video showcased that you’ll have highly skilled but also compassionate people by your side, fighting for you, and building a deep sense of trust in their competence and expertise.
Video is a great way to smoothly and efficiently onboard new employees.
It takes a lot of work to get a newbie up and running in your team and organization because every business is different and unique.
And it can be intimidating being a new team member, having to repeatedly ask for help.
The animated explainer video format is perfect for this situation since it can be reused every time you get a new hire on board, while still feeling warm and personal.
When done right, it not only clears up any confusion with the minutiae of joining a new workplace but gets your new employee excited and happy to get started!
Syracuse University chose to go beyond the cliché of "smiling-kids-sitting-next-to-trees" in their latest welcome video, which features a unique collage of student testimonial voices and mixed media visuals.
They opted for a lively montage of different voices and testimonials, all painting a mosaic-like bigger picture of the vibrant life and culture at Syracuse University, giving the viewer a feel of being part of an amazing and warm community.
This animated testimonial video was produced by Dress Code.
If you are looking to build brand awareness, showcase your company culture, and attract more talent, then start using animated employee testimonial videos for recruitment campaigns.
Collect inspiring stories from your employees and convert them into videos.
For example, the animated video we made for Shapiro & Duncan, who were looking to attract talent to the construction industry and decided to launch the campaign “build the lifestyle you deserve” using animated video.
5G is a pretty big deal, a paradigm shift in wireless that will affect many aspects of our lives.
Who better to explain what 5G is and how Qualcomm played a defining role in its launch than their lead engineers?
Buck created this series of animated employee testimonial videos with two of Qualcomm's best, who dig deep into the nitty-gritty of the network and how it's going to make our lives better.
It brings a human, personal side to a highly technical line of work.
In the corporate world, how you carry yourself can be just as important as the work you do.
That’s why companies need to guide their teams on proper etiquette, especially when it comes to things like conference calls.
This 2D animated video by Vyond does a great job of showing how different people handle conference calls.
The narrator points out how these meetings can get awkward or inefficient if everyone’s not on the same page. The video then breaks down some best practices with easy-to-follow visuals.
For example, when it suggests calling in early, we see a character doing just that and planning their schedule around it.
The video shows characters in different situations, with dialogue boxes explaining what’s happening.
Overall, the video mixes helpful graphics with a voiceover to make sure everyone’s clear on what’s expected, tying it all back to the company’s policies and processes.
As we covered earlier, studies have shown that overall, it’s anywhere from 5 to 25 times more expensive to win over a new customer than to keep an existing one happy and returning.
And that’s not even getting into the power of word-of-mouth testimonials from happy customers, recommending you to their peers.
A: Important metrics include Customer Retention Rate (CRR), Customer Lifetime Value (CLV), Customer Churn Rate, Repeat Purchase Rate, and Net Promoter Score (NPS). These metrics can help you gauge loyalty, satisfaction, and profitability of your retention strategies.
Customer Retention Rate is calculated by the formula:
Where E is the number of customers at the end of the period, N is the number of new customers acquired, and S is the number of customers at the start.
A higher retention rate indicates a stronger ability to keep customers over time.
While this can vary by industry, a retention rate of 85-90% is considered excellent in many sectors, such as SaaS, finance, and eCommerce.
Regularly measuring and aiming to improve your retention rate is crucial for sustainable growth.
Customer retention isn’t just about keeping customers—it’s about creating a lasting bond with them, one that encourages loyalty, repeat purchases, and brand advocacy.
Video marketing offers an exciting and impactful way to engage customers, communicate effectively, and retain their loyalty.
Whether through personalized thank-you messages, educational content, or engaging tutorials, the right video strategies can transform the customer experience and boost your retention efforts significantly.
Use the strategies in this guide to integrate video marketing into your customer retention strategy. With the right approach, video can be a powerful tool for enhancing customer relationships and ensuring long-term success.
As you start implementing these techniques, track your customer retention metrics and watch your brand loyalty—and bottom line—grow.
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