Using video as a part of your marketing campaign is an extremely valuable practice. In fact, according to Diode Digital, using video is 600% more effective as a marketing tool than both print and direct mail combined. There are a ton of different types of marketing videos that your business could take advantage of and each one will have a different effect on your audience. Let’s learn more about a few of these types so that you can gain a better understanding of how to implement them into your own marketing campaign starting today!
What Does Not Constitute as a “Type” of Video Marketing?
In order to best understand the types of marketing videos out there, you must first understand what is not considered a ‘type’ of marketing video. YouTube, Facebook, TikTok and Snapchat, for example, are not types of marketing videos. They are marketing channels, or platforms where your marketing videos may be accessed by your audience. Each of these channels is capable of hosting all of the different types of videos your business may choose to create. Email and television are also widely used in distribution channels.
Viral videos are also not ‘types’ of marketing videos. This term simply refers to the popularity that a video achieves based upon how quickly and how many views and shares it receives after being posted.
Content Marketing Videos
Lastly, content marketing is not a type of video. This is a generalized term that offers the viewer insight that the video they will be watching is not solely brand-focused, but will also offer them some sort of valuable information, or content.
Now that we are clear on what video “type” does not mean, let’s dive into learning more about some of the most effective video marketing types you will find.
Video Marketing Options
1. Behind the Scenes
Also referred to as company culture videos, behind the scenes videos are meant to give your audience a taste of what your company is all about at its core. These videos might take a deeper look at the individuals that make up your team (people LOVE to hear about other people) or they might showcase the steps that your product goes through before it’s fully ready to be put to market. These types of videos might also go deeper into the story of how your business came to be.
Behind the scenes videos are a great way to snag the attention of first-time visitors who may not be super familiar yet with your brand. They are also a great way to communicate to prospective employees what a typical “day on the job” might look like for them. Consider including these types of videos in your “About Us” section of your website or on recruiting websites as part of your job posting.
An educational video is another great way to capture your audience’s attention. Useful primarily for social media posts, blogs and emails, these types of videos identify your audience’s pain/problem points and offer information that might help them to experience some relief. These videos are typically relatively short, but jam-packed with pertinent information. Webinars, live action videos and whiteboard videos are all common types of educational videos.
Short, entertaining videos will help to grab attention and to keep your audience engaged with your business long-term. Entertaining videos might make your audience laugh or help them to feel inspired. Their main goal is to humanize your business, make it relatable and to leave a lasting impression on viewers. Since these types of videos often encourage shares, they are a great option for posting on social media.
Videos can also be a great way to engage with your audience by teaching them about special events that your business has participated in. According to Twitter, “Video of a live event increases brand favorability by 63%”. You might choose to hire a videographer to attend your events or you could simply live-stream your event through any of the social media platforms which allow it.
5. Frequently Asked Questions
Creating an FAQ video helps you to continue to grow your relationship with your audience. In the beginning, these can be a great way to help new audience members better understand your product or service prior to converting them into clients. After they’ve converted, this is a resource that they can visit if new questions arise. FAQ videos will cut down substantially on customer service calls and many people really relate to the “show me, don’t tell me” approach.
6. Infomercial Video Marketing
Informercials are traditionally associated with late-night television, but more and more often they are beginning to appear on the internet. These extra-long commercials (typically anywhere from 15-30 minutes long) allow an extremely enthusiastic member of your team to “talk up” all of the points that make your service or product the best in its industry, helping consumers to understand how it will add value to their own lives. They will often include a direct sales channel such as a phone number or a link to a website where the viewer can instantly go to purchase the product or service.
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7. Internal Training
If you are working to expand your team, internal training videos can be a game-changer. Walking your team members through some of your more in-depth business practices through video can help to make new information more digestible. Additionally, they can eliminate a lot of the stress that comes with hiring. These types of videos also help to ensure that your entire team understands your brand thoroughly. They will typically be around 5-10 minutes long. Tracking user engagement on these types of videos can also help you to better understand your employees.
8. Loyalty Program Video Marketing
Used as a method of continuing to grow your business, these videos explain your business’ loyalty program to your existing customers. How does your business reward its customers’ continued support? What, exactly, does the customer have to do to cash in on their benefits? These are great for putting on your social media or website or for emailing out to your existing customer base.
9. Product Demos
A product demo is a wonderful way to capture your audience’s attention and connect with them. Product demos often inspire questions. They give you the perfect platform to further engage with your audience on a personal level. These types of videos are integral to converting potential customers into loyal brand followers.
10. Product Reviews
Asking your audience to provide video reviews of your service or product is imperative in growing your business! People are much more likely to build trust in a brand if they see that other people already trust it! Post these reviews on your social media and your website or landing page.
11. Promotional Video Marketing
Promotional videos are essentially personal video invitations for your audience. While an event video will show your audience what they missed, a promotional video will invite them to experience your event firsthand. These videos typically include a call to action that encourages your viewers to purchase tickets, reserve their spot or save the date.
12. Success Stories/Testimonials
A bit lengthier than a product review, success story videos will highlight one or multiple client’s unique stories through using your service or product. These will showcase how connecting with your brand positively affected your client’s lives. These are also great for posting on your website, landing page or social media.
Thank-you videos are an easy way to show your audience that you care about them and make them feel special. Emailing your existing clients a personal video put together by yourself and/or your team is a simple and quick task. Also, it can greatly impact your growing relationship with them.
A step above a product demo, a tutorial video will show your audience exactly how to address a problem. Additionally, they can show how to use a product or go through any other type of process one manageable step at a time. These are often posted on websites or social media or emailed to your list.
Do you or someone on your team have the skill of speaking on camera? If so, starting a business vlog could be a great next step for you. Posting regular video updates on topics related to your business is a great way to build a loyal following. Also, you can show your audience more of what you are all about.
Using Video Marketing
These are only a few of the many different types of marketing videos out there, but they offer a great starting point. No matter where you choose begin using video, begin now!