Did you know that are NINE types of videos your business needs? Gone are the days when the only video advertising was television commercials. Now, video is ever-present in our lives. For example, over 2 BILLION users log into YouTube every month. Just like any other tool available, as a business, your brand is going to need different things from different types of videos. Are you using all the kinds of video?
Since different types of videos are used for different things, it’s important to have a well-rounded video strategy. One that helps attract customers, educate them, converts, as well as creates customer engagement and builds relationships. Some types of videos that do that are webinars, promos, digital display, social content, and personalized videos for customers. Some of those are best when heavily scripted and polished, others are great when they feel quickly thrown together. What you need depends on what need you are trying to fill and where the target viewer is on their customer journey. It also depends on how much time, effort, and/or money to pour into video creation.
Explainer Video are quick 30-60 videos that explain who you as a company are. It’s basically a pitch video. They great for top of funnel interactions where you need to introduce yourself to potential customers and convince them why they should care about you. They work best when they are made with the audience in mind and feel personal. Don’t forget a strong call-to-action
You can use Explainer Videos on your website, (think homepage videos) on social media, including YouTube, as well as in ads.
How-to videos are great for any point of the funnel, can be just about any length, and be used for anything other than ads. However, they don’t need to be extremely high quality or super polished. A real person-to-person feel is more effective. The point of a how-to video is to explain something in a way that will provide valuable content to your audience. This is not the time for a hard sell.
How-to videos are super engaging online because it can feel like pulling back the curtain and letting your audience in on trade secrets!
Promo videos are basically the general term for commercials. Think short, polished, story driven, exciting videos with strong call-to-actions. They can be used anywhere you need to promote something!
Talking Head Videos
Talking head videos could also be categorized as thought leadership videos. These videos are when you put yourself in front of the camera and share your personality and point of view. These are not designed for a hard sell but instead to show viewers your authentic self and brand personality. Talking head videos work best on social media and on YouTube.
I’m going to include podcast videos here as well, (like the video recordings that most podcasts film while recording.) Webinars are inherently educational and therefore the focus needs to be on providing content for your viewers, not selling them. Most webinars are between 15-60 mins. And like in person seminars, they can take many forms: live Q&A’s, lectures, or panels.
Hosting a webinar takes a bit of IT knowledge so it’s totally ok to use a hosting service! It’s a good idea to have a moderator (and maybe an A/V guy) on hand for any troubleshooting or technical difficulties. After the webinar is finished you can make it available for on-demand viewing, as well as cutting the webinar up into smaller clips.
Case Study Video
A case study tells the story of how a real customer uses your product. It provides validation from a third party. Case study video work best when they are clearly planned out and polished. Include the customer/video star on the planning process, that will make the video more authentic. Focus the video more benefits rather than features and back up the information with data.
These videos are a way to highlight your company’s culture and personality. They help tell your brand story and personality. Often these videos are narrative driven, fun, and humorous. A good example of culture videos is pretty much every company’s TikTok. They are quick and fun and feel personal.
A demo video is a video that highlights how a product or service actually works. It’s there to educate and inform viewers. Keep the video as concise as possible. They can take a few forms: a broad overview, pre-recorded demo, or live demonstration. For example, we have broad overview demos of our list services platform on YouTube, we prerecord demos to onboard clients or answer technical questions, (Loom is great for this) and we often do live demos when showing potential clients how our systems work.
Who doesn’t love a personalized video? Sending videos instead of texts or emails to clients is a big part of our follow up. It’s so much more touching to see someone’s face and hear your name than just a written follow up. Because of the nature of our business there are some clients we have never actually met face to face and sending them a personalized video can help bridge that gap.
So, with so many avenues and different types of videos, it’s easy to see why it’s such a popular marketing tool. How do you use video in your marketing?