Video content has emerged as the favored technique to attract viewers and engage the community. A decade ago, most businesses were reluctant to use video marketing because of the cost involved. Nowadays, businesses can hire a video editing company online and create videos with very little investment.
The rise of video editing services solved the problem of video creation. But most businesses and marketers are confused as to the type of videos to create. For those developing a video marketing plan here are the top 7 videos to help you kick start the campaign.
1. Explainer Videos
Information-oriented queries outnumber other types of searches, including those that exhibit intent to buy. Top on the list of information-based searches sits the need to learn more about a brand, product, or service.
Hence, explainer videos become an obvious choice for businesses to introduce their product to their target audience.
Generally, these videos first state the problem (pain points) faced by the consumer. This section is followed by an explanation of why and how a product can help potential customers.
Explainer videos are either live-action or animation-driven content. That said even live-action videos include some degree of animation to effectively deliver the message.
Explainer videos are usually short (less than 2 minutes) and they culminate with a clear CTA (Call-to-Action).
2. Company Culture Videos
For the customers, who makes the product is as important as the product itself. This behavior is something we have developed over thousands of years.
As much as we deny, the tendency to stick with our community and like-minded people is within all of us. This is reflected in our buying behavior too.
Company culture videos work because there is a higher emotional connection when the brand’s company values and vision matches with customers’ value.
Plus, these videos humanize the brand by giving the audience a glimpse of day-to-day happenings in the workplace, what the employees think, company outings, etc.
Any content that’ll show the brand in a positive light can be the subject of the company culture videos.
3. Testimonial Videos
User-generated content is one of the best techniques to boost your marketing campaign.
Customers expect brands to rave or talk highly about their products. But they are ready to trust the same when they hear from other customers.
Nowadays, it has become common practice for customers to seek out product reviews before making their buying decision.
One of the biggest reasons to use testimonial videos is that they share the customer’s perspective, while other video types articulate the brand’s side of the story.
For the testimonial videos to hit the target, generate trust and confidence in the customers, the content needs to be genuine and authentic.
For products that are newly launched, brands can seek reviewers at tradeshows, in-store events, etc. Alternatively, brands with past customers can request them to share their authentic experience of the product.
Don’t forget, testimonial videos increase the credibility of the product. The higher the credibility, the higher will be the conversion and sales.
4. Product Videos
Product videos are indispensable to any marketing campaign where the business is selling a product or service.
That’s because more than 70% of the customers watch a product-related video before purchase.
Depending on the product you’re selling, GenZ is or will soon be your biggest target audience. And, according to a study, 87% of the members in this demography prefer product-related videos.
Product Video is a general term that encompasses several video types. That said they all have a few common properties.
To run a successful marketing campaign all product-related videos must tell a story, should be short and concise, and appeal to reason and/or pull at the heartstrings with its content.
Apart from effectively conveying the marketing message a product video must also entertain the audience, even if it’s less than a minute.
The Man Crates demo video shows how it’s done. At just 30 seconds in length, the video entertains, highlights the brand’s spirit, and reveals what the consumers can expect from the product.
5. Influencer Videos
Influencer marketing has steadily become popular because it works. This type of marketing brings in more views, shares, and conversions.
Influencers are people with a considerable following. Online businesses seek influencers to create a wider reach for their products. Bear in mind to seek influencers who match your product and brand.
You can use influencers to promote your product in various ways.
One would be to feature them in your advertisements. The second, equally common method is to use them in unboxing videos, explainer videos, etc.
If the influencer isn’t into content creation the brand can use the influencer just for their reach.
It’s also worth remembering there are platform-specific influencers. People who have gathered a considerable following on YouTube might not have a similar reach on platforms like Instagram, TikTok, etc.
Hence, choose influencers based on the platform where you want to promote your products.
6. Interactive Videos
Any type of video that boosts engagement with the audience must be part of your marketing campaign.
E-commerce businesses have found unique ways to use interactive content to increase engagement and conversion.
If you have a business that sells products or services then interactive videos must be an integral part of your marketing strategy.
That’s because compared to other video types, interactive videos have a 47% higher engagement rate. Also, businesses can expect a 9-time increase in purchase intent with interactive videos.
Interactive videos can take many avatars. E-commerce businesses can create videos with clickable areas called hotspots. Viewers can click any hotspot to visit a landing page or add the product to the shopping cart.
Businesses can boost interaction with the audience during Q&A videos by displaying multiple questions on the screen. The viewers can choose the questions which will trigger a suitable video answer.
Another technique is to include a 360-degree video of the product. The audience can use the direction keys to gain a deeper understanding of the product.
7. Comparison Videos
Before the customers decide to purchase a product they pass through several stages, one of which is the comparison stage.
Nowadays, customers have more than one option to choose from in any given product category. To help customers make a decision, businesses can use comparison videos.
Brands can create videos that compare their products with that of their competitors. Alternatively, they can request reviewers to create an authentic comparison video.
You’ll find that comparison videos are quite popular on YouTube Channels. Videos comparing smartphones, laptops, electronic accessories, home appliances, digital services, software, etc. receive hundreds and thousands of views.
Final Thoughts
Whether you’re an e-commerce business, a one-product-centric brand, or a service provider, video marketing is indispensable.
In this highly competitive environment, there is no time to experiment. Ensure your marketing campaign is off to a great start by using the 7 types of videos mentioned in this blog post.
