Commonly-Used Video Formats Used in Marketing

Videos are beneficial for presenting how a product or service can help in solving a consumer problem. While there are other types of visual content available – and most are even cheaper – videos convey the fact that the brand will go the extra mile for its target market.

Different video formats serve various marketing goals. Regardless of the marketer’s choice of format, it’s imperative that the video is congruent to the overall marketing style and philosophy of the brand.

For new video marketers and seasoned marketing teams looking for a different style, here are the most common video formats used in marketing.

Animated Videos   

Two- and three-dimensional animated videos are prevalent in the marketing world, and for good reasons. Animated videos are more engaging and more comprehensive than other video formats. Online users are notorious for their short attention spans. They will only spend a few seconds on a video – and if their interest isn’t piqued on those precious seconds, then the video will be discarded. 

Animation triggers emotions that resonate with the audience because it can simplify complex topics. Animated videos bring a concept to life that text articles or live videos can’t. Through animation, the characters can go back in time, can fly, can be whoever or whatever they need to become. Also, animated videos can show how processes and mechanisms work without boring the audience to sleep.

Example: Explanimation for Snakeware by Animotus 

Live Videos  

For some marketing campaigns, the need to build trust between the brand and the audience needs to happen in a snap. To establish this rapport fast, use live videos. As the name implies, a live video is a format that shows real people talking about the brand, the product or the service. The real people in the video can be an employee of the company, a new buyer, an old loyal customer, a product expert, and so on.

In a marketing POV, live videos are organic sales boosters. They have the authentic vibe because everything is presented in real time. They also show the human side of the company.

360 Videos  

Think of a 360 video as a gateway to virtual reality. It’s a relatively new video style that is more connected with social media marketing. It enables the audience to virtually rotate the camera or screen to change their point of view, making them fully immersed in the content presented in the video. Prerecorded 360 videos can be posted on the company’s Facebook and YouTube pages.

Example: 360° Great Hammerhead Shark Encounter by National Geographic 

Whiteboard Videos  

It’s likely that the majority of online users has already seen a whiteboard video, but don’t realize it as such. A whiteboard video is a black-and-white drawing that comes to life as its being drawn by a human hand on a whiteboard. Typically, there is a voice narrator over it. This video marketing format is ideal to simplify and explain complex ideas. Whiteboard videos are essentially explainer videos.

Example: Showreel Whiteboard Animation by Animotus

Motion Graphics Videos

Among the commonly-used video formats used in marketing, there’s one that can effectively explain the most complex concepts and the most abstract ideas in a sophisticated manner. And that’s through motion graphics.

As the name implies, this video format sets graphic designs into motion to communicate and explain abstract ideas using animations, colors, and shapes. As per marketing studies, motion graphic videos are effective in boosting leads and conversion rates because they provide reliable information in a catchy and fun way.

Example: Save water- Motion Graphic Video by ArtBlocks Studio

Screencast Videos

If the company is looking for a video format that requires almost zero funds, create screencast videos. These are videos that enable marketers to showcase the features of their product or service using their laptop screens. Screencast videos have a tutor-oriented nature, so they work well with viewers who are conflicted with their purchase decision. The presentation of features in details can make them feel less hesitant about the product or service.

Explainer Videos

At this time, explainer videos are the kings of video marketing formats. Explainer videos are inclusive. They can start with whiteboard animation and end with a live action video. Explainer videos are also excellent mediums for teaching the consumers about a process or how a product or service works. They are great for companies that don't have a budget for hiring actors yet.

The video marketing format the marketer decides to use will depend on several variables. Think through the project and use a format that will best tell the story.

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