Types of video marketing that your marketer might not know about
What if investment in advertising no longer pays off? What do you need for a video to bring results? How can you attract the attention of a generation who grew up with a smartphone in their hands?
We have repeatedly seen that our clients wanted to make a video, but there was no understanding of what kind of video would work. Many people think it is enough to shoot a video with beautiful views of the office or product, place it on their website and sit back and wait for the clicks and feedback from satisfied customers. In fact, such a video will not work and will not bring any benefit to the company. To create a great video, you need a clear understanding of the target audience you want to reach and what tasks it should solve. In this article, we will look at the tools we have successfully used while working with our clients in different areas.
1. Brand videos and company culture videos
The goal of brand videos is to build awareness around your company and to intrigue and attract your target audience. The purpose of these videos should be to introduce yourself to your viewers. Tell your audience the story of your brand, rave about your core values, and convince them your company is unique and worth their time. Company culture videos humanize your brand and if viewers enjoy it, you’ll be more likely to gain brand advocates who will share your message. These videos can include anything, from a tour of the office to a slice-of-life employee interview, a company outing, or anything else that showcases your company’s unique dynamic. Your employees know your brand best and happy workers love to rave about their workplace. Take advantage of that and include short interview pieces from a few employees in your video.
2. Demo or review videos
A demo video shows how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and putting a physical product to the test. Nothing promotes a product or service better than showing it in action to highlight its benefits. According to a study by MediaPost, 57 per cent of consumers are more confident in making a purchase online after watching a product video. This is great for building viewers’ trust. They’re used to companies preaching at them, begging for their business, and will appreciate knowing you care enough about them to recommend products that you won’t profit from.
3. Explainer videos / how-to-videos
Instructional videos can be used to teach your audience something new or build the Vladimir Shumilov Co-owner foundational knowledge they’ll need to better understand your business and solutions. This type of video is used to help your audience better understand why they need your product or service. These can include anything from sharing tips, walking the viewer through an activity, or teaching them how to solve a difficult problem. Information-oriented queries are more common than queries with the intent to buy, or other queries that come later in the funnel. For this reason, from a search perspective, these videos are most likely to get the most views. Your audience will begin to see your company as a trusted resource and hopefully, down the road, as a trusted provider of products and/or services.
4. Animated videos
Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product. A great way to differentiate your brand video from others like it is through animation. Animation offers numerous possibilities to show your brand off in a creative way. It provides visual and emotional stimulation and leaves the viewer in a good mood. Animation also allows you to incorporate a brand character. With ads, product packaging, and storefronts, every day your viewer comes face-to-face with more brand names than they can remember. While it’s easy for a company name to slip someone’s mind, they’ll have a much easier time recalling the face of a memorable character. These are just a few types of video marketing, which help companies achieve the best results and keep the attention of viewers of the new generation. When choosing the type of video, first decide what result you want, what tasks the video should address and who is the target audience. For our part, we will try to ensure the implementation matches the idea.