With the variety of videos available online, from lengthy instructional videos to short TikTok clips, it is evident that online users have a strong preference for consuming diverse video content. This preference is supported by video marketing statistics, which prove that videos attract more engagement compared to text or image posts on nearly all social platforms. Consequently, incorporating videos into your marketing strategy is highly effective in gaining visibility for your content.
The number of videos being watched by consumers has increased significantly. It is anticipated by experts that the average individual will dedicate 100 minutes daily to viewing online videos in the present year. Consequently, this amounts to nearly 26 days annually that are purely devoted to video consumption.
Even if you are already aware of the influence that video content can have on your digital marketing endeavors, it can be challenging to determine the specific types of video marketing that will effectively enhance the impact of your marketing campaign.
If you are interested in expanding your video marketing efforts for your business, this post will provide you with the necessary guidance and knowledge to enhance your video marketing strategy. We will discuss the following topics.
How to make a marketing video
To effectively use your DSLR or phone’s camera, it is important to determine your desired outcome for your video content, as each type of marketing video is more appropriate for specific objectives.
The majority of online video marketing goals can be categorized into three main groups.
Awareness
These are the types of videos that will assist you in capturing the attention of your customers. Typically, these videos should be captivating, unforgettable, easy to share, and incredibly innovative. Any video that goes viral can be classified under this category.
Engagement
Engaging videos aim to elicit a response, such as a like, comment, or share. Videos falling under this category often incorporate an emotional aspect to motivate viewers to engage, such as a captivating behind-the-scenes footage or a compelling interview that provokes thought.
Education
This category is quite easy to understand: educational videos are meant to teach your audience something. If you want to captivate potential customers, you can provide more knowledge about your business by presenting a customer case study. When it comes to existing customers, a how-to video can assist them in gaining a better understanding of how they can benefit from your offer.
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- Create and optimize your videos for specific channels. People tend to stumble upon social media videos rather than search for them, so they need to be instantly eye-catching on Instagram or Facebook. Whereas YouTube videos should be search engine optimized with click worthy titles, captions enabled, and hashtags so your content shows up when people look for specific keywords or are interested in certain topics.
- Use psychology to make better videos. Keep in mind that different colors evoke different emotions. Music can help hook viewers in right away and storytelling can help your audience relate more to your brand.
- Ensure your videos look and feel professional. The quality of your video content is a reflection of your brand. To make your videos look professional, it’s important to write a clear script, use good lighting, pick a clean backdrop, and create a strong intro and outro.
- Producing videos doesn’t have to cost an arm and a leg. DIY-style videos often perform better (read: authenticity) in social ads than more professional-looking content. To level up your DIY video, you can layer animations or motion design which be affordably outsourced. That’s pretty much what we do here at Superside.
Types of video marketing
1. Company culture video
Company culture videos serve to showcase the human aspect of your brand and provide insight into the work environment at your company. These videos aim to emphasize the individuals and endeavors that contribute to your company’s excellence.
Instead of following the traditional approach of featuring in-person interviews with staff members and b-roll footage of people working or enjoying themselves in the office or offsite, why not explore a more creative and exciting alternative? For instance, you can encourage your team to record themselves singing a well-known song through Zoom or incorporate puppets, like Dropbox did, to add a unique touch to your videos showcasing your culture.
2. Interview/Q&A video
Interviews or Q&A sessions are video formats that address your audience’s most urgent inquiries.
One option is to have a conversation with a thought leader, customer, or team member through an on-screen chat. Alternatively, a team member can create a solo video responding to pre-submitted questions. Another possibility is to pre-record an interview or conduct it live, and then share the recording on social media or video platforms.
Interview videos are an effective method for making your audience feel acknowledged and validated. Furthermore, they can contribute to enhancing brand recognition and credibility by associating your company with a respected influencer or personality. One outstanding example is Dubsado, as they executed an interview series named ‘Tea Time with Becca’ on Instagram Live and subsequently shared the videos on their IGTV channel.
3. Explainer videos
Explainer or product videos help connect with an audience by demonstrating the company’s product or service and why it brings value. Companies can engage with audiences through short, powerful videos that show why customers should choose their products.
In these videos, the customer’s problem is addressed, and the company’s product or service is presented as the solution to this problem. The aim is to create a desire for more information among viewers and provide a clear call to action to contact the company. The main focus is to emphasize the importance of this product or service in order to encourage viewers to move from considering it to making a decision.
4. Live videos
Users have the option to create livestreaming videos on social media platforms to interact with customers instantly. These videos can be utilized for a variety of purposes such as interviews, announcements, events, office tours, or showcasing behind-the-scenes activities.
Livestreaming platforms provide a chat feature for viewers to post questions, so it is important to respond to these questions and interact with viewers during the livestream. Various platforms, including Vimeo, IBM Cloud Video, and Brightcove, allow companies to livestream. Additionally, social media services like Facebook Live, YouTube Live, Instagram Live, and LinkedIn Live can be utilized for livestreaming as well.
5. Event videos
When a company is organizing a conference or event, videos can be effectively utilized for advertising or featuring the event. Allow the distribution of informative presentations from the gathering by sharing them. Produce a recap video that showcases the speakers, presentations, and other notable parts of the event.
Companies have the option to either prioritize the entire event or highlight specific parts of it to engage with their audience. Events provide another opportunity for companies to make use of the livestream platform, be it on social media or through a livestream feature integrated into their website.
To generate interest in an upcoming event, emphasize past presentations or interviews, and showcase extra footage featuring the meeting attendees and the events that occurred.
6. How-to videos
How-to videos are meant to help the viewers solve a problem with a shareable message to reach additional people. The message is centered around one objective with steps on how to meet that objective — for example, how to turn leads into customers with email campaign software. The video should answer common questions related to the product or service.
The videos possess a unique format that includes precise, sequential guidance comparable to a tutorial. These videos are beneficial in assisting customers in achieving their objectives within the sales funnel journey.
How-to videos are effective in the awareness stage as they can draw interested leads and position the company as a valuable resource. Furthermore, these videos can also be utilized in the consideration stage to demonstrate the practicality of the product or service.
7. Customer testimonial videos
Customer testimonial videos are effective at evoking emotions as they feature a customer expressing praise for a business. These videos include the reasons behind the customer’s product choice, how they utilize it, and their appreciation for either the product or the company.
In order for the viewers to feel the customer’s emotion, it is important for these videos to be genuine, with the customer expressing themselves in their own words rather than following a script. By incorporating a visual of the customer, these videos elevate online reviews to a whole new level.
Customer testimonial videos have the ability to present a case study that highlights the various stages of the customer experience. These stages may include the customer’s background, the problem they faced, the solution offered by the company, and ultimately, the impact that the company has had on the customer.
Different perspectives can be shown, such as those from multiple generations, in order to reach the target audience. For instance, testimonials from younger individuals can help engage with a similar age group, thus making the company and its product more relatable.
In order to be effective, these videos should always focus on the specific problem that the target audience is facing. They should establish a connection with the person recording the video. This connection can be crucial in motivating potential customers to ultimately choose the product or service.
8. Educational videos
The objective of educational videos, akin to blogs, is to provide information while also being engaging and enjoyable. It is important to select a topic that resonates with the company’s brand and is pertinent to the intended audience.
In addition to blogs, these videos assist customers in perceiving a company as a significant authority in its field — and enhance brand confidence. Informative videos contribute to establishing recognition throughout the purchasing process. At the initial stage of awareness, customers might not be aware of all their issues. These videos have the potential to generate interest, aiding them in progressing deeper into the sales process.
Educational content assists companies in providing valuable information by selecting content that is based on well-performing blog content.
