Video content is undoubtedly one of the most effective and versatile tools in your marketing arsenal. Used effectively, it can guide your leads down the marketing funnel. And by that increase traffic, engagement, and conversion rates.
However, as any video marketing expert will be able to tell you, the key to an effective video marketing strategy lies in tailoring your content to your audiences and goals, as some videos are better at some things than others.
In this piece, we’ll introduce you to 7 types of videos that you can incorporate into your strategy and the kinds of marketing goals they are most effective at achieving.
Let’s get to it!
Commercials – Increasing Sales
Commercials (or video ads) are widely used to promote products and services broadcasted on television, social media platforms, or displayed directly on apps and websites. The appeal of these videos lies in their ability to engage your viewers and motivate them into taking action. This typically translates into sales.
Even though you need to encourage people to purchase your product or service, you must be mindful of certain aspects to make effective commercials. The first is that most audiences tend to dismiss content that sounds overly ‘salesly’. You need to create something that can produce an immediate emotional response from your viewers. This way you can catch their attention during those crucial first seconds of the video.
But how can you do that when commercials are so short? One of the best approaches is using humor, shock, and action. This will help create compelling pieces that can entertain while promoting a sale, brand, or value.
Don’t forget to properly brand your video to be easily associated with your company or product. A commercial like that can help you increase your sales and view counts while growing your brand awareness.
Explainer Videos – Improving Conversion Rates
Animated explainer videos have become very popular among businesses because they can convey a lot of complex information in a simple manner. They do so through compelling and visually appealing storytelling. Explainers allow you to explain your proposal by telling your audience how your product or service can help them solve their problem, and why your company is the right choice.
This might sound a bit tricky. But if you follow the right approach, you can easily illustrate concepts that would otherwise be hard to explain. Especially if your company specializes in intangible products or services. That means making the best out of the 90 seconds you have (yes, explainers are usually that short) by using animated characters and straightforward language.
Take for example the whiteboard animation. The popular explainer video style features animated graphics designed to look like they’re hand-drawn on a whiteboard. A voice-over narrator complements the visuals and helps the story progress. Explainers can be a great aid when your marketing objective is boosting your conversion rates and increasing the time visitors spend on your website or social media platforms.
Product Videos – Nurturing Sales Leads
Product videos focus on showing the benefits of your product or service, often while it’s being used. They typically don’t last more than 2 minutes. Since it’s a short amount of time, you have to narrow down your product features, only showcasing the most important ones.
The key point in product videos is showing your viewers how you can help them by demonstrating how to use your product or service. To make the most out of those precious seconds, try to give clear instructions using straightforward language. Be as concise as possible when mentioning the features and benefits of your proposal.
As with any other marketing video, though, you can and should harness the power of storytelling, creativity, and branding to grab your audience’s attention. This helps create a lasting impression on their minds. If done right, product videos can be valuable tools if you wish to nurture your sales leads while motivating potential customers into making a decision and taking action.
How-to videos – Building Brand Trust
The internet is a treasure trove of educational content. Everyone goes to Google or YouTube whenever they need to learn something new. And more often than not, it is How-to videos they find. With this type of video, you can teach your viewers how to accomplish a certain task or learn a new skill using your product or service.
What makes how-to videos so effective? Their content is highly valuable and useful to the audience in a practical sense. The focus should be a series of clear and simple instructions that they can easily follow to solve a problem. By helping your viewers, you become a knowledgeable reference in your niche and demonstrate your value and expertise. This will greatly increase the chances of them coming back to you if they have a similar problem again.
For example, you can help them identify the pain points you can solve. Demonstrate how your product or service can be useful to them. You can teach them how they should use it for optimal results. If your marketing objective is building and nurturing customer trust in your business, start planning your how-to video.
Social Media Videos – Strengthening Online Presence
Social media videos are widely used in marketing strategies to inspire, inform, entertain and connect with online audiences. Grabbing people’s attention on social media is no easy task. The most engaging videos typically start off with powerful visuals, thought-provoking questions, or strong emotional hooks to make people curious about what you have to say next. You won’t find a set of “rules” to follow when making a social media video. There are however certain things you should consider to achieve the best results.
Being familiar with each platform’s specs, sizes, and ratios is important. But tailoring your videos’ content to their respective audiences is even more so. You’ll have to use all the audience research you must’ve done during the early stages of your marketing strategy. Your social videos should adapt to the person it’s directed to. The type of content and topics people are interested in are specific to each channel. For example, people usually go to YouTube for entertaining or educational content. Twitter is mostly used to find out the latest news about a certain topic.
Try to limit your videos to one topic at a time to keep them relevant and as short as possible to retain your viewers. Other elements that can help are relatable storylines, beautiful sounds, and astounding visuals. So, if you’re looking to improve your online presence, increase engagement, and boost brand awareness, then social media videos should definitely be a part of your marketing strategy.
Customer testimonials – Boosting Sales
Customer testimonials show satisfied customers talking about their personal experiences with your company and giving their honest opinion about your product or service. People always go to other people for advice and referrals. Reviews serve the same purpose in the online world. They reassure potential customers about their choice when they’re undecided about closing a deal.
Your viewers should feel they can relate to the experience of the people in your video and trust their opinions. Your video has to be natural and genuine. You should let your customers describe the process of discovering your company and how your product helped them solve their pains.
If the marketing objective you’re pursuing is boosting your sales by increasing trust in your company while making potential customers feel confident in their choice, then planning some customer testimonials would be crucial to your strategy.
Culture videos – Generating Brand Awareness
Culture videos place the focus on the people who are a part of your company and embody your brand’s values and purpose. They demonstrate that you’re more than just a brand name by showing your audience what makes you unique. Adding a human component to your brand gives your viewers a sense of familiarity and affinity. This will translate into brand awareness and trust. They will be able to relate to that person, which in turn will make them feel more invested in your brand.
One of the best ways to create a culture video is by having your own employees talk about what they do for your company, and why they decided to do it. This way, they can candidly give concrete examples of your company’s interests, values, and objectives. If your goal is to generate brand awareness, then culture videos are definitely the right kind of video for your strategy.
As with any tool, you need to know exactly how and when to use video for it to be effective. To help you in this, we’ve given you a quick summary of the most popular types of videos and matched them to different objectives you might be pursuing in your marketing strategy.
Now you can choose the videos that suit your current objectives and start reaping the fruits of your hard labor!
About the author
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.