Videos are widely popular on social media, and companies can utilize them as a means of digital marketing to establish a connection with their audience. Implementing a well-rounded video marketing strategy enables businesses to engage with their existing and potential customers as well as their workforce.
Even if you are not an expert in creating video content, you can still make use of various forms of video marketing for your business. Creating professional videos can be as easy as utilizing the camera on your smartphone.
You do not require advanced cameras, professional lighting, or a film crew to create impressive videos. Simply concentrate on the video content, and your audience will most likely be interested. To assist you in producing professional-quality videos, here are four types of video marketing that you can undertake independently.
1. Educational videos
When creating video marketing strategies, it is beneficial to produce educational videos that impart new knowledge to your audience. This form of video marketing aids in establishing credibility and building trust by positioning yourself as an industry expert. Now, let us explore various categories of educational videos that you can incorporate into your video marketing strategies.
Videos that provide instruction and guidance
Home Depot’s video content marketing showcases DIY projects, such as the wall planter mentioned below, and demonstrates the necessary products required to accomplish them, effectively presenting their brand and products to viewers.
Videos providing updates on the industry.
Demonstrating your knowledge and comprehension of trends in your industry will enhance your credibility and foster a sense of trust among your customers.
Whether it’s a new technological advancement or a widespread trend impacting your industry and the world at large, utilizing this form of video marketing can keep you and your customers well-informed. AT&T, a wireless company, has created an entire playlist on YouTube solely focused on providing updates related to their industry.
Videos that explain something
Explainer videos are designed to make the explanation of a product, service, process, or any other complex subject easier. Typically animated and usually lasting just a few minutes, these videos demonstrate how Microsoft utilizes animation to demonstrate the integration of their products in safeguarding against digital threats.
2. Company culture videos
The use of company culture videos showcases the personality of your company. When engaging in this form of video marketing, it is important to create videos that align with your mission and values. By prioritizing your commitment to your mission and values in these videos, you can establish trust between your business and the general public.
Company culture videos are also effective for attracting potential candidates. When a company appears to be an appealing workplace, individuals are more likely to express interest in joining. Now, let’s examine a few instances of culture videos created by different companies.
Videos of events
By capturing event videos, you can effectively convey extensive information about your company without the need for verbal communication. When your team participates in voluntary activities collectively, recording a video showcasing their efforts can demonstrate your dedication to the community. Similarly, for a significant work celebration, you can record the joyous moments of your employees at your establishment.
If you are organizing a large conference, you can enhance your authority and credibility by showcasing speeches or interviews conducted with prominent figures from the industry who were present at the event. As part of their strategy for video marketing, Apple uploads videos of their events on their YouTube channel.
Videos created by a particular brand
When engaging in brand video content marketing, you have the opportunity to have a conversation with your employees about the mission and values of your company. Utilizing your brand video, you can effectively elucidate the distinctiveness of your company, whether it be in terms of customer experiences or historical background.
When creating this type of video marketing, it is important to consider why customers would prefer your business over your competitors. McDonald’s employs a brief brand video to exhibit their dedication to sustainability.
3. Product videos
You can use product videos as a part of your video marketing strategy to exhibit your products and generate interest among people. The way you present your products is customizable, and you can also take inspiration from the examples set by these companies.
Demo videos for products
By showcasing your product through demo videos, you enable viewers to comprehend its functionality. It is crucial to display the capabilities of your product, whether through your own commentary or by highlighting its features. Nespresso effectively communicates the qualities of their coffee machine through a concise video that solely illustrates its characteristics, without the use of narration.
are created to introduce and promote a new product to potential customers. These videos are designed to generate excitement and curiosity about the product, as well as provide information about its features and benefits. They often include testimonials, demonstrations, and visuals that showcase the product in action. The goal of product launch videos is to generate interest and ultimately drive sales, by creating a memorable and persuasive presentation.
When you introduce a new product, video marketing can generate significant excitement. Whether you choose to build anticipation by showcasing new features in a video marketing campaign or by narrating the journey of your new product’s creation, your primary goal should be to generate the same level of enthusiasm in people as you have for your new product.
4. Explainer videos
The use of explainer or product videos is a helpful way for companies to establish a connection with their audience. These videos demonstrate the value and benefits of the company’s product or service, thus motivating customers to choose their products.
The main focus of these videos is to address a customer’s problem and demonstrate how the company’s product or service can effectively resolve this issue. The videos aim to generate curiosity and desire in viewers by urging them to take action and contact the company for further details. The crucial aspect is to highlight the reasons why individuals should choose this product or service, in order to guide them from merely considering their options to actively making a decision.
5. Live videos
Users are given the opportunity by social media platforms to generate livestreaming videos for interacting with customers instantly. These videos can be employed for conducting interviews, making announcements, hosting events, providing virtual tours of offices, or showcasing other undisclosed aspects of operations.
Livestream video platforms are equipped with a chat feature that enables viewers to ask questions. It’s important to respond to these inquiries and interact with the audience while streaming. Various platforms offer livestreaming capabilities, including Vimeo, IBM Cloud Video, and Brightcove. Additionally, social media services like Facebook Live, YouTube Live, Instagram Live, and LinkedIn Live can also be utilized for livestreaming purposes.
6. How-to videos
The main purpose of how-to videos is to assist viewers in resolving an issue and spreading the message to a wider audience. The message revolves around a specific goal, outlining the necessary steps to achieve it, such as utilizing email campaign software to convert leads into customers. Additionally, the video should address frequently asked questions regarding the product or service.
These videos follow a unique format, offering precise and sequential guidance just like a tutorial. They serve the purpose of assisting customers in achieving their objectives throughout the sales funnel.
At the awareness stage, how-to videos are effective in attracting interested leads and presenting the company as a valuable resource. Additionally, during the consideration stage, how-to videos can be utilized to demonstrate the practicality of the product or service.
7. Customer testimonial videos
Customer testimonial videos are designed to elicit emotional responses. These videos feature a customer expressing praise towards a business, discussing their reasons for selecting their product, demonstrating how they utilize it, and expressing their satisfaction either with the product or the company.
In order to evoke the customer’s emotion, it is important that these videos remain authentic and use the customer’s own words instead of a scripted dialogue. By incorporating a human element, these videos elevate the experience of online reviews.
Customer testimonial videos have the ability to discuss a case study that presents the customer’s journey, including their background, the problem they faced, the solution they found, and the impact the company had on them.
The text can be rephrased as follows: “In a step-by-step manner, the text explains that testimonials can be effective in reaching the target audience by presenting different perspectives, including those from various generations. For instance, testimonials from younger individuals can resonate with an audience of similar age, which enhances the relatability of the company and its product.”
8. Video ads
Video ads, which are a type of popular videos, serve as commercials that showcase a brand and its product. These ads are designed to promote and ultimately sell to the audience.
Video ads, in order to maintain the audience’s attention, should be brief. These videos have the potential to be seen on various streaming platforms, including YouTube and Hulu, prior to, during, or after users watch their desired content. In addition, Facebook offers a dedicated section for businesses to display video ads, alongside sites focused on entertainment, e-commerce, and news.
For a video ad to be successful, it is essential to make it memorable and deliver the information efficiently and quickly so that viewers can remember it. Furthermore, the ad should aim to create brand awareness by having actionable goals, like leading viewers to the company website.
After learning about the various types of video marketing available, you can begin the process of preparing for your next video. To assist you, here are some helpful suggestions to create exceptional videos:
- Find a quiet location for shoots. Nothing ruins a perfect take like loud noises. Unless you’re shooting an event, you’ll want to find a quiet location to ensure you don’t pick up background noises or other voices.
- Use natural light to your advantage. If you’re in a room with windows, position yourself so that the light is in front of you and not behind you. If the light is too bright or creates weird shadows, try adjusting your position or the curtains if you have any.
- If shooting a person talking, keep the camera at eye-level. If the camera is too high or too low, this makes for an awkward shot.
- If shooting a product, get some close-ups of the product in action. Close-ups can help focus on certain features, give context to an explanation, or cover up any cuts you make when editing.
- Keep your camera steady. If you need to purchase a tripod for your cell phone or camera, you can find some affordable options online.
