If you’re not using videos to promote your business, you’re likely falling behind the competition.
Video content has become an essential part of brands’ marketing strategies.
- In 2017, 72.3% of global internet traffic came from videos.
- That number is projected to rise to 82% in 2022.
Video content can quickly go viral, with 92% of mobile internet users sharing videos. This type of content is also easy to digest.
However, you’re not alone if you think that videos seem daunting to create and post. Being a video production company in Bristol, we speak with businesses every day who aren’t sure as to what videos they should be creating for their marketing strategy, so in this article we aim to outline all of the main ‘types’ of video you can create for your business, and what goals these videos will help your business achieve.
Explainer Videos
Explainer videos are excellent for shedding light on a complex industry, company, service or product. But any company can benefit from explainer videos. Think of these as videos that resolve your audience’s frequently asked questions.
The primary goal of an explainer video is often to raise brand awareness. It’s like an elevator pitch for your company.
Dollar Shave Club features this explainer video, which uses humor to answer common questions, address pain points and explain how its product can save you money.
Tips for Creating Effective Explainer Videos
- It’s better to be concise than long-winded.
- Create a series to explain a complicated topic instead of delivering the answers in one long video.
- Place explainer videos on your home, product and services pages to help customers make informed decisions.
- Publish explainer videos on YouTube, optimizing the SEO through the tags, title and description to attract new leads.
- Break down long explainer videos into short, shareable clips for social media.
How-to Videos
How-to videos are a specific type of explainer video. Also called tutorials, these videos attract more attention on YouTube than any other content category.
Tips for Creating Effective How-to Videos
- Make videos that help people get the most out of your offerings.
- Consider offering advice from real customers who have used your products and services.
- Illustrate the steps for completing a task in a logical, easy-to-follow order.
- Optimize your SEO by creating explainer videos for popular searches.
- Avoid being salesy; these videos are all about helping your audience.
Product Videos
Product videos showcase the items that you sell as part of your brand. The best product videos are strongly branded, authentic and human. Instead of selling a product, help customers relate to what you sell. The human aspect will boost engagement and encourage shares.
Man Crates does this well, showcasing general and detailed product videos on its YouTube channel.
Tips for Creating Effective Product Videos
- Include context, such as showing the product in use or explaining why it’s irresistible to your customers.
- Keep it concise; a product video should be shorter than 30 seconds.
- Cater to your target customer; make separate videos for distinct demographic groups.
- Take enough professional shots of your product so that you can show it at many angles.
- Include a call to action in the video so that viewers know where to get more info or make a purchase.
Corporate Videos
The goal of a corporate video is to entice and entertain your audience while raising awareness of your brand. This format is a storytelling tool that increases interest in your company. Like an explainer video, the corporate video is similar to an elevator speech. It should communicate your brand identity while delivering a specific message.
Tips for Creating Effective Corporate Videos
- Use a corporate video to broadcast a product launch, add personality to your About Us page or promote an event.
- Although you’re the star of your corporate video, make sure that the recording shows your audience what’s in it for them.
- Use storytelling elements, such as emotion, humor or action.
- Consider using this type of video for internal communication and training.
Promo Videos
All of the video categories in this article are promo videos. But you might want to create specific promo videos to include with your paid ads on social media and other sites.
Tips for Creating Effective Promo Videos
- Don’t give everything away at once.
- Use promo videos to tease more in-depth content and drive your audience through a lead capture or sales funnel.
- Offer something valuable to viewers, such as a promo code or free gift.
- Use visuals, such as eye-catching fonts and graphics.
Webinars
Webinars are online presentations that give your audience a deeper understanding of what you do. A webinar should have a specific goal, such as offering a condensed version of an online course that you offer or providing a solution to a pain point that your company’s products and services resolve.
Tips for Creating Effective Webinars
- Choose a focused topic.
- Use a webinar to showcase something that you offer.
- Provide useful information; don’t just sell your product or service.
- Include a strong call to action, and consider offering a special bonus or discount.
Testimonial Videos
Consumers trust testimonial videos because they’re delivered by people like them. Approximately 93% of shoppers rely on testimonials and reviews to make purchasing decisions. Websites with testimonial videos have up to 45% more traffic than websites without these types of videos.
Tips for Creating Effective Testimonial Videos
- Try interviewing customers for an authentic feel.
- Don’t use a script; allow subjects to speak in their own words.
- Consider giving your interviewees the questions ahead of time so that they can prepare.
- Include client pain points.
- Record multiple takes so that you have plenty of footage to work from.
Product/Service Demo Videos
A demo video usually resides on a company’s website. You can use it as a tool to nurture leads through your sales funnel or provide valuable information to customers who have abandoned their shopping carts. This type of content is not shared as frequently as a how-to video.
Tips for Creating Effective Demo Videos
- Demo videos should include a call-to-action and demonstrate a high level of purchasing intent.
- Show the product in action.
- Film the video from the customers’ point of view.
- You don’t necessarily have to provide as much detail as you would in a how-to video.
How to Incorporate Videos in Your Marketing Strategy
If you’re just starting out, you may want to choose one or two formats and stick with them. Consistency is key, but the frequency may depend on your budget and available time.
As you develop your video marketing strategy, make sure that you set goals for each video and test the results. Use insights and analytics to evaluate which types of videos work best, and produce more of those to bring in new customers and keep your existing audience happy.