Marketeers using video saw their company’s revenue increase nearly 50 % more than those who didn’t use video. According to Hubspot, 52% of marketeers mention that video is the content with the highest Return on Investment (ROI). Due to increasing demand and extreme marketing success, video marketing is claiming a bigger and bigger piece of the marketing industry each year. But as a marketeer, you have it make it count. Just like traditional media marketing (TV, print, radio) you need to be smart about your content…. After all, ‘content’ is [still] KING.
So when brainstorming ideas for your next video, consider these 5 types of video for your own marketing campaign.
1. The Brand Film
A brand film is at the top-of-the-funnel when it comes to consumer engagement. It’s different than your typical commercial or corporate video. As a brand, whether you’re a commercial business or a non-profit, the goal is connect to your people on an emotional level. What emotions do you want to invoke in your audience when they consider your brand? Does your brand make people feel safe, loved, accomplished, or simply boost all around happiness? The goal of a “brand film” is to stir up emotions so that people instantly connect and want to know more.
VIDEO: Advertising agency, Leo Burnett Chicago took Samsung’s guiding philosophy, “We make what can’t be made. So you can do what can’t be done” — a simple set of words that strives to define the brand’s innovation— to give flight to the flightless in “The Ostrich.”
2. Testimonial video
In a testimonial video, your consumers or clients have a chance to voice all the great things about your company or product. Research shows that this type of praise seems more credible when coming from somebody else rather than self-praise. Consumers want to be assured that they are making a good decision, and they will often look to their peers or high-authority figures to ensure that they are taking the correct action. This phenomenon is known as social proof, and it is a powerful selling tool for marketers. According to a BrightLocal survey, 90 percent of consumers read up to 10 reviews before they feel that they can trust a business. Now most businesses build out a dedicated video testimonial page on their website where potential customers can search by industry to find a story that is relatable.
VIDEO: Salesforce used their client NBC Universal to increase credibility and social proof in this testimonial video.
3. Animated Videos
The number 1 reason to use animation for business marketing is to simplify complex topics. It can be used to communicate the unique benefits of software, security systems or phone apps that rely on a clever, but complicated, technology. Animation is completely digital so you can really let your imagination run wild and have fun with it. However, if done poorly, animation can look cheap and tacky.
4. Product video
A product video is somewhere near the middle of the funnel when it comes to consumer engagement. A potential customer is interested in your brand, they like what you do and now they need to know more about the product or service they’re buying. While many product videos focus on the features of the product, a good video concentrates on how the product relieves the pain points these clients may encounter.
VIDEO: In this product video, Amazon is introducing its new intelligent speaker, Amazon Echo.
5. Company culture video
The millennial workforce have become particularly fussy about where they work. As a millennial myself, I demand a flexible working schedule, fun (and frequent) company offsites and beer on tap in the office!! While slightly joking, culture is hugely important when attracting top talent to work at your company and can also increase the strength of your brand, leading to a better bottom line. Company culture is essentially “ how things work around here.” And video can be a great way to give prospective employees a glimpse behind the scenes into an office, warehouse or factory, giving a transparent and honest insight into company culture.
VIDEO: With gourmet cafeterias, onsite doctors and indoor slides to get you from one meeting to the next, we all know that Google is an insane place to work, and Google has taken advantage of spreading this good feeling with this culture video.
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