The challenge nowadays with visual content is not really if you reach your audience, but whether your content is good enough to even capture their attention. The world is so saturated with all types of content that an eyeball that stayed watching your video for more than five seconds can almost be called an achievement. This might be a slight exaggeration right here, but it doesn’t remove the fact that capturing a prospect’s attention in a crowded inbox with a sales pitch…is more difficult now than ever. When did the golden age of text-based emails end?

Short-form videos are trending now, and that trend is not going anywhere for a long time. They are so incredibly addicting and becoming such a natural way for humans, especially for the younger generation, to consume content that every salesperson and marketer should take advantage of it. Cold outreach has always been text based, so now we are presenting you with seven reasons why video outreach should become your go-to strategy. Ready?

1. You get instant engagement

The beauty of video outreach is in its eye-catching appeal. They catch attention quickly, because the image is moving and it’s against the human nature not to get a little intrigued. When a lead opens an email and sees a video thumbnail instead of a block of text, they’re far more likely to click and watch. Studies show that video content captures attention within the first few seconds and keeps viewers engaged for longer than text-based communication. Emails with embedded videos lead to higher open and click-through rates, and a more engaged audience from the outset. Cold outreach relies on creating interest within the first five seconds of opening an email, and a personalized video is a hook that keeps your message from being instantly dismissed to opened, watched and more often than not, interacted with.

2. Personalization creates the feeling of connection

Personalization or hyper-personalization has become a buzzword in marketing, but it’s challenging to achieve true authenticity through text alone. With personalized MailMoo video, you can tailor your message directly to your lead and mention their name and company in a way that no other cold email they receive, does. This type of outreach shows that you’ve done your homework and are genuinely interested in connecting with them on an individual level, rather than sending a bunch of generic and boring emails that no one really reads.

Humans are always looking for connection, and that is what personalized cold outreach creates. It’s memorable, human, and makes leads feel valued from the first touchpoint with your company. Those leads, our friend, are the ones that eventually turn into paying customers.

3. Face-to-face communication is where trust is built (or face-to-video, actually)

People trust people, not faceless brands. Video outreach gives you a chance to put a face to your brand, literally. When recipients see an actual person delivering the message, it builds credibility and trust right off the bat. In cold outreach, this is a game-changer as establishing a sense of trust quickly can help break down the skepticism that many people have about cold emails and the way they communicate with the recipient. Whether it’s a quick introduction or a more detailed explanation, video outreach helps to deliver your message with warmth, empathy, and authenticity, even if it’s just a quick hello to your lead or a longer pitch deck presentation, for example.

4. Faster, more effective communication

Sometimes, words alone struggle to tell a message clearly and concisely. Pitching a product or service is way easier to digest through a video, than through text. Video outreach allows you to deliver complex information in a compelling way, like in storytelling. Visuals combined with audio communicate far more efficiently than a lengthy email, which often overwhelms your lead and they end up clicking off. By using a personalized video, you can break down your offering, answer common questions, and present your value proposition in a way that’s both digestible and engaging. Prospects are more likely to remember your message, and it saves time for both you and the lead, especially now that you can just film one video and use MailMoo to tailor it to thousands!

5. “Once upon a time there was a sleazy salesman…”

Storytelling is one of the most compelling aspects of video outreach. The opportunity to use it as a tool to captivate, persuade, convey, and spark interest is simply unmatchable. Sure, you can use storytelling in text-based emails, but there is a reason why people love movies.

Video enables you to structure your message in a way that unfolds naturally, builds curiosity and engagement as you move from introduction to your value proposition and offer. A story-driven approach gives leads a narrative to follow and makes it easier for them to understand how your product or service helps them solve their problems (Which is the most important thing that the lead cares about when hearing your pitch). Storytelling is significantly harder to achieve in written outreach. You don’t need to be the Tarantino-level storyteller to persuade or captivate your lead with a video, MailMoo’s personalization aspect does it for you. We gathered some tools and techniques for good video production in our previous article, read it here.