Video marketing is not only a future trend in marketing, but also a highly effective strategy currently. It offers the potential to be visually appealing, captivating, and very informative. Therefore, it is a great marketing tactic for any small business. When creating a marketing plan, it is important to consider the different types of video marketing available.
The focus of this article is the various types of video content that can aid in the growth of small businesses. The term “content” specifically pertains to the substance within the video and does not encompass the video format or delivery method. Therefore, this excludes different video styles like animated, live-action, streaming, doodle, and whiteboard.
We will discuss the various formats of video marketing content that can be utilized by small businesses. Additionally, we will prioritize the types of video content that should be focused on in order to achieve the company’s objectives and engage its desired audience.
1. Explainer videos
Explainer or product videos are useful in establishing a connection with an audience as they demonstrate the company’s product or service along with its value. By showcasing convincing short videos, companies can effectively engage with audiences and persuade them to opt for their products.
These videos address the problem faced by customers and demonstrate how the company’s product or service can solve it. The aim of the videos is to generate interest in viewers and prompt them to take action by reaching out to the company for more details. The goal is to emphasize the necessity of this product or service in order to guide individuals from considering their options to making a decision.
2. Live videos
Social media platforms provide users with the ability to create and share live videos to interact with customers instantly. These videos can be utilized for interviews, announcements, events, office tours, or other exclusive behind-the-scenes activities.
Livestream video platforms provide a chat function for viewers to ask questions, which should be responded to and interacted with during the stream. Companies have the option to livestream on various platforms including Vimeo, IBM Cloud Video, and Brightcove. Additionally, they can utilize social media platforms such as Facebook Live, YouTube Live, Instagram Live, or LinkedIn Live.
3. Event videos
If a conference or event is being organized by a company, utilizing videos is an excellent method to advertise the event or share notable moments from it. By distributing engaging presentations delivered during the gathering, valuable information can be spread. It is also beneficial to produce a recap video that features speakers, presentations, and other significant aspects of the event.
Companies have the option of either focusing on the entire event or selecting specific parts to emphasize with their audience. Events provide another advantageous opportunity for companies to utilize the livestream platform, be it through social media or by incorporating a livestream platform into their website.
To advertise a forthcoming event, emphasize previous year’s presentations or interviews, and include supplementary footage of participants and activities during the meeting.
4. How-to videos
The purpose of how-to videos is to assist viewers in solving a problem by conveying a message that can be easily shared to reach a wider audience. This message focuses on a specific goal and includes a series of steps to achieve that goal, such as converting leads into customers using email campaign software. The video should address frequently asked questions regarding the product or service.
These videos offer a tutorial-like format that includes a clear, step-by-step structure, which can assist customers in achieving their goals throughout the sales funnel process.
How-to videos are effective at the awareness stage in attracting potential leads and positioning the company as a valuable resource. Furthermore, these videos can be utilized during the consideration stage to demonstrate the practicality of the product or service.
5. Customer testimonial videos
Customer testimonial videos have an emotional appeal as they exhibit a customer expressing appreciation for a business. These videos highlight the reasons behind their selection of the product, the way they utilize it, and their positive feedback either for the product itself or the company.
To ensure that viewers feel the same emotions as the customer, it is important to create authentic videos that utilize the customer’s own words instead of a scripted dialogue. By including a visual representation of the customer, these videos enhance the impact of online reviews.
Customer testimonial videos have the ability to present a case study that demonstrates the customer’s journey, including their background, the problem they faced, the solution they found, and the impact the company had on their situation.
To address the target audience effectively, different perspectives, including various generations, can be shown. This can be achieved by including testimonials from younger individuals, which helps the company and the product become more relatable to audiences of similar age.
To effectively engage the target audience, it is essential that these videos consistently address the specific problem or challenge faced by the viewers. It is crucial for the audience to be able to connect and empathize with the individual appearing in the videos. By establishing this relatability, the videos can assist potential customers in making a final decision in favor of the offered product or service.
6. Company culture videos
Company culture videos go beyond showcasing the business itself; they emphasize the individuals comprising the company. These videos humanize the brand and establish a bond with the viewers. Customers seek a sense of familiarity and alignment with a company and its fundamental principles. Company stories and culture videos serve the purpose of showcasing the driving forces behind the brand.
The purposes of a company culture video are to promote the overall brand and emphasize why customers should have a positive perception of selecting that particular company. People seek to gain a comprehensive understanding of a company, focusing on aspects such as sustainability and employee treatment, before investing their money in businesses they endorse and have faith in.
In addition, using culture videos can effectively help companies engage potential talent by showcasing passionate employees on camera, highlighting the prospective culture.
7. FAQ videos
FAQ videos are utilized to respond to the questions that are frequently asked by ideal clients. These videos can provide a better understanding of a product or service for potential customers. Additionally, they can help customers feel a sense of understanding from a company even before making a purchase, as the video may address many of their concerns.
8. DIY videos
The DIY video is a variation of the how-to video, where the company instructs clients on doing something independently. Ideally, the video would demonstrate the company’s products being used as a part of the DIY process, highlighting the functioning of all aspects of the product.
9. Tips and tricks video
The most effective way to use these videos is to provide suggestions on improving the utilization of a company’s products beyond the provided instructions. These videos rely on product users who are adept at offering innovative solutions and finding alternative approaches to overcome unexpected challenges.
10. Interview video
Interview videos involve individuals outside the business, such as the owner or another employee, conducting interviews with vendors, colleagues, or clients on topics relevant to the product or service. These videos can enhance the credibility of a business, as they provide authentic information from external sources.
11. Event promo videos
Businesses that depend on live events, such as vendor fairs, expos, conventions, carnivals, weddings, and parties, can greatly benefit from incorporating event promotional videos into their marketing strategies.
If done effectively, these videos have the ability to offer captivating glimpses of an event or product while also enhancing SEO.
12. Tutorial videos
Video tutorials serve a similar purpose as how-to videos by demonstrating to viewers how to perform a particular task. For instance, a company that specializes in air fryer sales may create a tutorial showcasing the preparation of high-quality chicken wings, while an individual makeup artist might share a Halloween makeup tutorial on their social media platforms. Presented below are several exceptional video tutorial samples.
13. Promotional video
Were you aware that a promotional video has successfully persuaded more than 80% of customers to make a purchase? Furthermore, there is a likelihood of over 60% of customers buying a product if they watch a video about it.
Promo videos effectively captivate prospective customers by employing storytelling techniques, which concurrently enhance SEO. Furthermore, they can be seamlessly incorporated into social media platforms to foster increased sharing and engagement. Another advantageous aspect is their versatility, rendering promo videos suitable for virtually any business category.
14. Roundup videos
Roundups, which are a well-known concept in blogging, consist of curated lists focusing on specific themes. An instance of this is “The Top 7 3-Axis Gimbal Stabilizers for Smartphones.” Roundup videos provide an opportunity to showcase other products or services that align with a small business’s objectives.
15. Product review videos
It is not possible for a company to do this for their own products, but they can engage influencers and review platforms. Positive feedback from impartial sources is beneficial to establish credibility. The disadvantage is that the company lacks control over the shared information. However, if the product or service is genuinely excellent, this should not pose a problem.
16. Product demo videos
A product demonstration video exhibits an individual showcasing the precise functionality of a product. This is applicable to both tangible goods and software. Similar to instructional and frequently asked questions videos, these can preemptively address clients’ inquiries. Additionally, demo videos offer a valuable opportunity to exemplify how a product can alleviate customers’ difficulties by resolving their specific issues.
