Video marketing has soared and been on the incline over the past 6 years. Rewind to 2016, and a modest 61% of businesses used video to market their brand. One year later, in 2017, we saw an increase to 63%.
Between 2017 and 2018, there was a real jump which proves how helpful video marketing is for business owners.
A massive 81%, meaning an 18% increase, of business owners hopped on board the video marketing train. And for good reason.
Online video views are rising by 100% every single year.
Business owners are eager to reap the benefits of video marketing to expand their brand’s reputation, provide value for their demographic, and, ultimately, increase their revenue.
But so many business owners fall into the trap of thinking there is only one type of video. This is playing blackjack with your marketing strategy and leaving it up to fate (or luck) as to whether the messaging sticks or not.
This post will help demist the confusion surrounding the different types of videos and when to use them.
Sales Generation Videos
When you hear ‘sales generation videos,’ it’s unsurprising if your mind goes straight to ‘commercials.’
Television and radio commercials still play a decisive role, but with the internet swiftly dominating both of these platforms, marketers are changing their approach to fit with our online era.
Ads On Streaming Services
Online ads on streaming services wear the same costume as the ads you initially thought of for television and radio.
Commercial style adverts are valuable nationally and locally to promote your product or service and, ultimately, increase sales.
Use ads on streaming services when you’re launching a product or service.
Brand Awareness Videos
Brand awareness videos are crafted to solidify your online presence and expand brand awareness.
This could include behind-the-scenes clips, company montages, or meet the team videos, which will introduce your brand and convey a sense of human empathy.
The purpose here is to build trust, a solid reputation, and become a household brand within the industry.
Use brand awareness videos to cultivate more leads, and keep them warm throughout time.
Sometimes, there’s nothing stronger than laughter. Humor is a persuasive technique and is used by many marketers.
These types of videos act as a great hook and convey your brand’s personality. While crafting humorous words can bring a smile, creating a funny video is almost always more effective, resulting in physical laughter and warmth.
Use funny videos to expand your reach and show your leads a warm brand persona.
Product Specific Videos
Product-specific videos revolve exclusively around your product, and they’re an excellent method to convey the unique value proposition of your brand.
Product Demonstration Videos
These videos are compelling because it brings the product to life. While photos can be misleading, it’s much harder to edit clips – especially if you’re using the product in real-time.
A product demonstration video also allows you to show off the specific vital benefits, allowing you to maximize your message while highlighting the most critical features and profound benefits.
Use product demonstration videos to show your leads how easy or effective your product is and highlight the critical differences between your product and your competitor’s.
Lifestyle videos work in the same way as product demonstration videos. While a product demonstration video revolves around how the product works, a lifestyle video allows people to see your products or services in real-life scenarios.
This works in the same way as providing solid social proof and helps to build assurance and minimize objections.
Use lifestyle videos to allow your watchers to emotionally connect to those using your product.
Testimonial videos work based on building trust and credibility. Testimonials – whether they’re written or recorded – are powerful tools.
While the written reviews deliver a message, filmed reviews are far more powerful, adding an extra layer of trust.
Use testimonial videos to show your viewers that you’re reputable with satisfied customers or clients.
Educational videos are jam-packed with value. It’s this value that leads to solid conversion – whether that’s the conversion of leads, visitors, or sales.
The vast majority of educational videos require a long-term strategy, however, should you get them right, the rewards can be at a higher conversion rate than paid ads.
Explainer videos are usually short to the point. They’re crafted with the apparent purpose of explaining certain aspects of your product or service.
These are slightly different from product demonstration videos, as a product demonstration video focuses on the product as a whole. An explainer video, however, dives deep into certain features or benefits.
Use explainer videos to convey the most desirable benefits or features of your product or service in-depth. Ensure you empathize with your demographic and pick an element that solves their problem.
If you’re posting regular ‘how to’ videos, it’d be helpful to consider posting to YouTube, as this is generally where most users go for video instruction manuals.
How-to videos are fantastic to break down instructions into uncomplicated, step-by-step demonstrations.
They can revolve around your product or service or other difficulties within your industry that can link to your product.
Use how-to videos to showcase your brand’s expertise and establish yourself as an authority within the industry.
The term ‘webinar’ combines ‘web,’ as in ‘online,’ and ‘seminar.’ It’s essentially a virtual class, with a prime focus on learning.
These are often streamed live, but they can be pre-recorded. Due to COVID19 and the need to social distance, webinars have become increasingly popular with many big and small businesses.
With remote working and the dependency on the internet for business owners, webinars are an excellent tool to provide training to teams or teach your audience a skillset that links to your product or service.
Use webinar videos to teach an online class. This could be to your team as professional development or a lead magnet to capture leads for your email list. Webinars, like how-to videos, position your brand as experts within the industry.
Why Choose Video Marketing?
Before you hit the recording studio, let’s finalize by reviewing the benefits of online video marketing.
Using videos as a business owner means you’re able to:
Ultimately, video helps you pave your way to business success. With so many benefits, it’s no wonder why video marketing is soaring in popularity with business owners and marketers.
Consider your brand carefully and structure the correct type of video for your audience. Think carefully about the video content they need and which they’ll respond best to.
Author Bio: Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based video production agency.
He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.
Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers.
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In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.