Every year, businesses allocate more and more of their marketing budgets to video. And it makes complete sense. Findings like those published in Limelight in 2019 reveal how users spend an average of 6 hours and 48 minutes every week watching online videos. It is a significant increase of 59% from 2016, and this number is likely to keep growing.
However, often these numbers tempt businesses to jump straight into video content creation. Although, they have no idea about how they should approach it. Especially if a brand is new to video marketing, it likely knows very little about the ins and outs of building a sound video strategy. This is where a brand should consider bringing the best-animated explainer video company on board. Experience can help you avoid common mistakes and reduce investment costs. Video Production is a long term project, you should always go for someone tested and tried.
If you are thinking about incorporating video in your content strategy, you have numerous options at your fingertips. You can experiment with different videos to grab your audience’s attention and hook them to your brand. Following are the eight most popular video types that brands are implementing as part of their overall marketing strategy.
Eight types of videos you can incorporate in your next marketing strategy-
This is probably the most traditional option on this list, but that does not mean it is any less relevant now. According to findings published by Biteable, 68% of marketers claim that video delivers higher ROIs than Google Ads. Given how the effectiveness of commercials is already tried and tested, you cannot miss out on trying your hand at this decades-old video format.
Good old commercials are brief spots that hook your audiences and present your brand in the best possible light. Commercials convey what’s necessary within a short amount of time because they have limited time on their placement spots. It is therefore crucial for commercials to be clear, concise, and impactful.
Commercials can be quite an endeavor. Everything visible on screen in a 30-second commercial needs to be engaging and persuasive. Hence, be it the foreground or background, imagery in a commercial needs to be dynamic and eye-catching.
More importantly, there should be a clear call to action at the end to get viewers to buy your product or service. Hence, good copywriting is a necessity for a commercial. A catchy punchline can make your commercial advertisement memorable, ensuring your audiences will be able to recognize and recall your brand, even if they have watched the commercial only one time.
2. Explainer Videos
Explainer videos essentially educate your audience about your brand and what it offers. These videos describe how your products or services can solve specific problems, making a valuable difference to your customers’ lives. Through these videos, you can discuss the benefits, features, and Unique selling points of your offerings.
Explainer videos can be of many types. Usually, these videos use animations and voiceover to describe what your brand does for its clients.
Typically, an explainer video is 2-minutes long and ends with a clear call-to-action. It encapsulates all the relevant information about the brand and its offerings. This, in turn, enables the viewer to determine whether they should invest in the brand or not.
The most common form of explainer videos is how-to or product demonstration videos. These videos show the viewers how they can use a certain product. In the case of an app, an explainer demo may look something like a virtual tour of the software. After watching the video, a user can easily use different features and functions of the software. Explainer videos work as a potent conversion tool, especially on websites as people can watch the video, learn how to use the product, and order it right then and there.
3. Brand Story Videos
Every brand has a story to tell. Who started it, when and where its journey began, and how far it has come. A brand tackles several obstacles and challenges on a day-to-day basis. If documented well, these struggles can make for riveting content. Brand story videos do just that.
You can present the entire journey of your brand. Or you can stick to showcasing the company culture of your organization. You can also add behind-the-scenes snippets of how your employees work tirelessly to serve customers, making your brand story video even more engaging.
Remember, the intent of brand story videos is not to convince the viewer to buy a certain product or service. Instead, the focus is on humanizing the brand by showing people who are handling everything behind-the-scenes.
4. Testimonial videos
Video content needs to be relatable for people to watch it all the way through. Only when they feel connected to what they see on the screen will they let it influence their buying behavior. Testimonial videos are an incredible tool to accomplish this task.
Testimonial videos involve your existing customers talking about how they find your brand satisfactory. When viewers see people like themselves, share their positive experiences with a brand, they are more likely to trust that brand. Using testimonials can help you build strong credence among your target audiences.
5. Live Videos
As per findings published by Forrester, users are spending 10 to 20 times more time watching live videos than they spend watching on-demand video content. Live videos generate better engagement and also speed up the conversion process.
Well, viewers are more likely to take action if they are asked to do it in an interactive live stream session. They can see how investing in the product may benefit them even further.
Some of the popular live video formats are as under:
- Q & A sessions with existing clients
- Interviews with other successful industry peers
- Weekly or monthly blogs
6. Editorial Videos
Editorial videos are usually long-form videos covering a particular topic or subject matter in detail. Unlike explainer videos that are very concise and time-constrained, editorial videos allow you to delve deeper into a topic. You can choose any topical issue that’s relevant to your brand or industry to create engaging, in-depth videos.
These videos serve as a great informational resource for your viewers, as they can learn everything they need to know about a certain topic in one place. But remember, the focus is on making these videos as information-dense as possible. Usually, selling is not the priority with this type of content.
The term Listicle comes from combining the words “List” and “Article”. A listicle is an article or text post that covers a topic or subject matter in the form of a bulleted or numbered list. Video listicles, similar to their text counterparts, are structured in a list format. The only difference is that video listicles may incorporate animation or motion graphics to present information in a more slideshow-like format. To make your video listicle more engaging, you can also add some fun background music to accompany the visuals.
Listicles very much serve the same purpose as editorials. You can provide a step-by-step breakdown of any topic with the help of listicles.
8. Web series
You didn’t see this one coming, did you? Scripted fictional video content could make your sales skyrocket. You only have to strike the right balance between narrating a good story and seamlessly tieing-in brand products.
In terms of up-front cost, producing a Web series may be expensive compared to other options on this list. However, if you can pull it off, you may keep receiving ROIs long after the series is published.
Depending on the time and resources you have to spare, you can prioritize making certain types of videos over others. But as you keep creating video content, you will gain experience and expertise along the way. Hence, you can always try your hand at new video formats in the future.