For a while now, we’ve seen video grow in prominence when it comes to digital marketing. They have become, after all, the preferred type of content audiences want from brands. So, if videos aren’t yet part of your marketing strategy, it makes sense that you are looking more into implementing them!
That said, the effectiveness of video content within your marketing is in no small part tied to matching the right pieces to the correct goals. While both types are marketing tools, a whiteboard video serves different purposes than a company story video does. Understanding the major differences and primary goals behind some of the most popular types of marketing videos helps you get the most out of them. That way, you get to convey your brand’s message and advance toward your goals more effectively.
In this piece, we’ll go over some of the most effective types of videos for marketing, profiling their basic structure and the marketing goals they achieve best.
This popular type of marketing video focuses on just living up to their name: they explain while entertaining, and they do so efficiently.
Explainers excel in stages of your brand development when you want to draw awareness from your audience. They focus on describing what it is that you are offering, while subtly but proficiently guiding your audience to your brand. In 90 seconds or less, a good explainer translates your brand’s message into an appealing animated story. One that’s bound to remain in your audience’s minds, and even encourage them to take action.
Their detailed and entertaining visuals make even complex ideas, thoroughly digestible. That’s without a doubt, one of the main reasons behind explainers’ massive popularity, particularly among well-established brands, who routinely use them to stand out from their competitors.
Also called ”instructional videos’, these types of videos help brands increase visibility and credibility.
When you walk your viewers through a process that allows them to address a need – operate a device, create a product, solve an issue – they often feel grateful and glad they found your content. It doesn’t happen overnight, as building consumer trust requires time, yet how-tos can be evergreen content that remains working for your brand way after their initial deployment.
When working on how-to’s, it is not advisable to go out of your way to have people believe in your content. The best way to achieve that is by showing expertise and providing value by helping potential customers address an issue. That way, your brand gets to make an impression that will last whenever they move to a later stage of their buyer’s journey.
Similar to educational videos, FAQs are also intended to foster consumer trust, but in a much later stage of the journey. Many customers experience last-minute resistance. They might feel that they don’t fully understand how your product works, how to go about purchasing it, operating it, etc. That’s when FAQ videos are most effective.
Across all industries, FAQs are particularly useful at addressing buyers’ recurrent questions, leading them to take action, but that’s just half of it. FAQs also help you show interest in your customers’ satisfaction. Show that you care for them and want them, not just to buy a product, but to have an enjoyable experience with it.
These videos are very malleable. You can make a single big one addressing several questions, or create a series of short videos with specific answers. You can target them at potential customers to increase sales or clients who already close a deal, to increase consumer satisfaction. The important thing is to provide clear, useful, and understandable information.
Picture this: You are trying to improve your product’s sales, but you have attempted “everything” without much success. You’ve invested in some PPC ads, hired an excellent social media manager… and yet, your product doesn’t seem to be making the impact you’d hoped. Sounds familiar? A product video might be what you need.
Showcasing the ins and outs of your product through an engaging piece of content can be a boon to any marketing push. A video focused on a product’s features, with an emphasis on how it solves the users’ problems, goes a long way.
Company videos (or Culture Videos)
Nowadays, audiences place a lot of weight into forming connections with the brands they consume. Company culture videos are a great way to give your users reasons to engage and trust your brand, to create a relationship.
Company videos allow you to show your customers the faces behind the brand and the ideas they embody. They create a stage for your brand’s human side to shine.
You can use your company video to show people the values that guide your company and the mission that powers it. To establish that you are not all about the sales, but are also concerned with the wellbeing of your workers as well as clients.
Customer Testimonial Videos
Customer testimonials help you address a truly challenging marketing task: conveying your product’s benefits without seeming biased.
Testimonials showcase satisfied customers singing praises of your product and brand, describing how you help them solve an issue. This allows potential customers to get in their shoes and imagine themselves benefitting from your product too.
For them to be effective, testimonials need to be more than just a review. They have to be real stories, told by real customers, about how your product helped them in the past. Manage this, and you’ll have a fantastic marketing piece to add to your arsenal.
Social Media Videos
While there’s really not such a thing as videos to use exclusively outside of social media, there are however videos made to perform better in those environments. Social media videos are designed to perform better in their chosen social platform, increasing their chances of organic spread.
Right now, there are few better places to reach new audiences than social channels. Using social videos, you are giving those audiences content to engage with your brand. The trick is to tailor those pieces to the specific platforms you are targeting.
For example, Instagram favors high-quality, short videos, while on twitter, you might get the same traction with less production value and longer run times. Other platforms, like Facebook and YouTube, are even more permissive when it comes to video length.
So, if you are planning to power a social media campaign using video, make sure to study the intended platform. Adapt your content with users’ preferences there, and that will give your social video better chances of success.
Using marketing videos effectively relies upon your understanding of your marketing goals and the selection of a type that matches it. If you don’t have a skilled video company by your side helping you figure it out, that responsibility falls on you.
Always think about your brand’s needs first. Figure out the stage of the buyer’s journey you want to target, or where most of your audience lies, and match your video content to those traits. It’s the best way to get the most out of your video-powered content marketing strategy.