Different video types for different marketing goals
As video marketing continues to be the go-to advertising medium for marketers, it’s important to know which type of video is most suited to convey the brand message across the board. One form of video may not necessarily be as relevant in communicating a point as another.
About 70% of marketers say that video marketing is responsible for boosting conversions within their respective companies. That being said, there’s still a lot of businesses that fail to maximize the benefits of video marketing. Several marketers find it hard to diversify their video campaigns.
For old and new marketers, here are ten video types that viewers often enjoy watching:
Video Blog (Vlog)
Video blogs or vlogs are personality-driven, cheap to produce, and can accumulate a large engagement value. A vlog is best used to market a personal brand. The vlogger can shoot a 5-minute blog on his own, at his place, in front of his webcam, and still come off as authentic “brand ambassador” rather than a “paid promoter.”
Vlogging is excellent for new entrepreneurs, startups, and small-sized businesses with a limited marketing budget.
Animated videos have the power to leave the audience in a good mood – a feeling that can nudge them to take on whatever it is the brand is offering. They are ideal for brands that have a complex product or service that can be challenging to explain using other minimalist video types.
Animations are also great for product tutorials and brand presentations.
Live Video Stream
Thanks to Facebook Live and Periscope, live streaming videos are now the go-to video style of most marketers. Live videos maximize FOMO or the “fear of missing out.” They create a sense of urgency and exclusivity. Thus, they get more engagement than regular videos.
Live streams also satisfy the consumer’s need for instant gratification as they can interact with the brand in real time.
Webinars are live events – often for free – that offer valuable insights to the attendees. A webinar is a low-cost, high-value video style that doesn’t necessarily need scripts or actors. Webinars can be a Q&A session with the brand owners, a product demo with participating consumers, or roundtable interviews with industry experts and influencers.
Brands that have used vlogs as a medium to share content may set aside a day or two in a month to host a webinar.
Think of an event video as the more polished version of a webinar. Thanks to social media platforms like Instagram and Snapchat, many companies can now share snippets of their events, usually in montage form.
Event videos bring the audience to the party. They can also extend the reach of the show exponentially.
Tutorial videos educate the viewers about a particular subject. The tutorial topic can be about the product or service. It can be about ways on how the brand can fix a consumer’s problem. It can be a how-to type of content.
Soft-selling in a tutorial video is acceptable, but not in a way that can hinder the true nature of the video – which is to educate the viewers.
If the company has been doing an excellent job with content so far, then there’s likely a sizable number of testimonials from consumers. These recommendations and kudos from the consumers are excellent materials for testimonial videos.
The key to a good testimonial video is authenticity. The quotable testaments should come from real brand consumers.
Culture videos humanize the company. The ethos behind the brand is what whets the appetite of employees and what perks up disenchanted customers. The objective of culture videos is to show that the brand isn’t just a monotone clockwork, but a human fabric with tons of interesting personalities.
This type of video is for both the brand’s target audience and potential job applicants.
Interview videos help form a relationship between the brand and its audience, but more so between the brand and potential referral partners. They also help in producing marketing content rapidly. By setting up an interview series, the company can leverage on the guests’ knowledge and expertise to create a series of marketing content. Interviews also establish credibility with the audience. By inviting niche influencers, the brand associates itself with other experts with great reputations.