Social videos can boost retailers online marketing strategies and customer engagement

Social media can boost customer satisfaction and loyalty in numerous ways. However, companies shouldn't feel limited by the channel, posting only articles and conversation starting questions.

Social media can boost customer satisfaction and loyalty in numerous ways. However, companies shouldn't feel limited by the channel, posting only articles and conversation starting questions.

Zappos, an online retailer known for the customer experience management, uses social videos to increase sales, decrease returns and boost the overall customer shopping experience, the website Video-Commerce writes.

Social videos can be how-tos or question-and-answer sessions using queries submitted by users. They can show consumers how to use products or fix problems. Additionally, companies can use social networking features to allow users to collaborate on videos, the site notes.

"We also like think that being valuable to our customers is the number one need when it comes to social enterprise," Laura Gates, Zappos' senior manager of photo and video, told the source. "'LIKE' buttons and Share widgets don’t have implicit value. We strive to create products that save our customers time during product discovery, make our customers feel special, and enable them to share their experiences with others."

Developing social videos is about accommodating customers' needs and desires. If companies can assess what's missing in their engagement strategies, social video can help fill the hole.