What Is Video Marketing?
Video marketing is a type of marketing communication that uses video content for marketing purposes such as promoting your product or service, increasing social engagement, and driving sales. To master video marketing, your corporate video strategy should include different types of video content, like instructional videos, advertisements, and testimonials.
Like many internet-based marketing activities, video marketing first entered the scene around 2005 when YouTube was first launched, but the rise of mobile phone usage was what truly launched the proliferation of video marketing. Video consumption has only increased in recent years with consumers jumping from watching approximately 10.5 hours of video content each week in 2018 to 16 hours/week during the pandemic. Video consumption did not go down after the pandemic, instead making another jump up to 19 hours per week in 2022.
While platforms such as YouTube and TikTok were specifically designed with video content in mind, they are not the only sites promoting video content. Facebook, Instagram, LinkedIn, and even Twitter are all seeing an increase in video marketing on their platforms, encouraging them to promote video content in their algorithms.
The moral of the story? Video content is only going to become more necessary for businesses and brands of all sizes. Read on to learn how to leverage video to take your corporate marketing strategy to the next level.
Benefits of Mastering Video Marketing
Attention spans are decreasing with the rise in social media and the internet, as people prefer to find answers quickly and conveniently and video content fills this need. In fact, digital audiences are far more likely to consume videos in their entirety than they are to read an article in full.
Implementing a corporate video strategy is going to increase your organic growth tremendously. The best product marketing videos keep people on your website longer and increase your reach, ultimately leading to increased sales and revenue growth. In fact, nearly 90% of customers use product videos to make a purchase decision. Videos can help accelerate revenue growth by 49% year over year.
Video content gets more (organic) eyes on your brand with almost 8 billion views daily. Utilizing brand video on your website will improve your organic views by ranking your site higher on search engines. You can keep users engaged on your website for up to 88% longer with video marketing, ultimately increasing your ranking on search engines even more.
Your social media strategy should also include video content, as it’s 20x more likely to be shared on social media, which can dramatically increase your organic reach. This will increase your engagement, consumer awareness, and website traffic.
9 Scroll-Stopping Types of Video Marketing to Add to Your Arsenal
Video marketing is an umbrella term for many types of videos for businesses, each of which has its own uses and benefits, but there are bound to be certain types of video content that will perform best for your company. Experiment with the various types of video content to see what is most effective for you. These top nine video marketing examples are a great place to start, as they will get you the most bang for your buck.
Explainer videos are short marketing videos that help explain and describe the “why” behind your product/service/message. Often used on landing pages, explainer videos can be the way you share not only your product/service, but your mission statement and core values. This video, like the landing page, will be a potential customer’s first impression of your company, so make it count. Including an explainer video on your landing page can increase your conversion rates by up to 144%.
Of the various video content types, explainer videos are among the most customizable, as they can be used in many different ways. In fact, explainer videos can be utilized during any stage of the marketing funnel, as you can modify the message to fit the objective of that stage. Whether your aim is to create awareness or encourage the viewer to make a purchase, explainer videos are a vital piece of your video first marketing strategy.
Like a review, testimonials — case studies and customer stories — are one of the most powerful video marketing solutions available. As mentioned earlier, nearly 90% of customers use product videos to make a purchase decision. Of the types of video advertising available, testimonial videos are going to be among those that are going to really encourage consumers to take the plunge and spend their money on your company. Being able to see another consumer who had a positive experience with your products or services is going to increase the trust from consumers towards your company.
When approaching a customer to request they offer a testimonial, be sure to take great care that you don’t ask prematurely or pressure them. Instead, wait until you have built up a relationship with that customer and given them time to form a thorough opinion on your product/service and company as a whole. Once they have agreed, you should do what you can to keep them comfortable, such as sending questions ahead of time so they can prepare. Ultimately, you want this video to feel natural and showcase your company in the best light possible. In order to do this, you’ll need to make sure your interviewee is comfortable and excited to promote your business.
A lifestyle video is video content that showcases your product/service/message in an aspirational, real-life situation. Lifestyle videos are engaging because they give prospective customers an easy way to envision how their life would change after buying from your business.
Lifestyle videos can be included into your corporate video strategy in multiple ways. Two of the most effective uses for these videos are to create leads that are in the final, decision-making stage of the funnel and to create a brand story via your website or social channels.
Social media, especially platforms like Instagram, are often used as an escape as well as a way for users to consider what their life could be like. This makes brand videos, specifically lifestyle videos, a natural choice for these platforms, as they showcase how much easier or more glamorous life could be with your product/service. This will ultimately encourage them to take the next step and look into your business further.
Once they have familiarized themselves with your company and the products/services you offer, you can showcase the lifestyle video once more to solidify the idea that their life will be better with your product/service in it and encourage them to make that purchase.
How-to videos are similar, but not identical to explainer videos because they physically demonstrate how to use your product/service/offer. How-to videos have increased in popularity over the years, with 73% of people now preferring to learn through video. In fact, YouTube is now among the most popular search engines, in part because people want to ensure they will find their answers in a video format. When deciding how to utilize this type of video, look up how-to video marketing examples and consider how this style of video can be applied to your video marketing strategy.
By using how-to videos, you can increase your organic reach and search engine optimization. These videos are useful and likely to keep viewers engaged for a longer period of time, which will reflect positively on your website’s SEO score. Of the different types of videos for businesses, these videos are among the longest lasting, as they will be relevant for as long as they are an accurate depiction of how to utilize your products/services. Include how-to videos on product pages or in follow-up emails to maintain engagement or drive sales.
Interview or Q&A videos feature a one-on-one or panel-style interview. Of the video content types, interview/Q&A videos are among those most likely to establish credibility within your industry, which will earn you the respect of both industry leaders and your target audience.
Another benefit of this video marketing solution is to build a more intimate relationship with your audience by fostering a sense of community. By creating and sharing videos with experts, viewers will feel a more personal connection with your brand, increasing their sense of trust and brand loyalty.
Variations of this video content type include expert interviews and AMAs, or “ask me anything” videos. Both styles will help your business establish credibility, answer any questions your audience may have, and showcase the face and personality of your business, increasing the connection your customers will feel toward your company. To accomplish this, be sure that you are clear, concise, and authentic in your messaging when creating these videos.
Event/Event Recap Videos
Event videos are live videos showcasing a current event, while event recap videos are recorded videos recapping an event you participated in. Both can be used to build hype and boost event attendance before an event and to keep engagement high after the event has ended.
Live streaming events offer an opportunity for customers who are unable to attend to experience the event from the comfort of their own homes. This is particularly useful when your event has a speaker or other informative content that would benefit a larger audience.
Event recap videos, on the other hand, are less about sharing the event experience as they are a video production for marketing purposes. These videos are for sharing “what you missed” and encouraging people to participate in your next event.
Of the different types of videos for businesses, event and event recap videos are among the most niche – as they are less useful for companies who don’t participate in events. However, if your business hosts or attends events, incorporating these videos into your corporate video strategy is a great way to get the most out of those events and ensure future events are a success.
Social videos are specifically designed for short-form posts on social media. They are often formatted differently for ease of consumption. Consumers are most likely to engage with video content on their social channels, with video production for marketing having some of the best ROI of all social media marketing strategies.
Social video marketing examples include paid social videos, influencer created content, and even short snippets of any of the other video marketing types. If you have longer testimonial or how-to videos, you can cut them into shorter segments and repurpose them for social media, directing viewers back to your website for the full-length video if they wish to see more.
Benefits of utilizing social video production for marketing include fostering a sense of community on social media platforms and expanding your audience reach – videos shared on social media platforms are more likely to be stumbled upon as consumers are going about their daily routines and checking their accounts during downtimes. This means creating and sharing social videos will help your business to be discovered organically on social channels.
Additionally, videos posted to social media tend to stay visible for longer, get higher amounts of engagement and are more likely to be reshared, meaning they will continue to bring in organic views long after being shared.
Video ads are content designed to motivate leads to purchase your goods/services/offers. The goal of advertising video marketing campaigns is to:
- Reinforce buying behaviors
- Encourage new customers
- Stay top of mind with your customers
- Distinguish yourself from the competition
Types of video advertising include sponsored videos you share on your own social media platforms, or the platforms of trusted influencers, as well as commercials aired on streaming services such as YouTube and Hulu.
Commercials have been a classic form of marketing for decades and while fewer people are watching cable television than ever before, that doesn’t mean you need to abandon the concept. Instead, you should adapt your marketing campaigns to match current trends. It’s important to follow your target audience to wherever they’re consuming the majority of their content. In the modern era, people are more likely to see video advertisements on their phones, meaning you should shift your marketing strategies to include more social media and digital streaming platforms.
One of the most common forms of video marketing, product videos are used across digital channels to showcase the products you sell. Use product videos on each and every product page, as well as on your social channels for a more immersive experience.
Ideally, you will create product videos that can be used on multiple platforms. While you can create videos that strictly showcase your product, it’s not always the most cost-effective solution when you could create a video that could be utilized on social media channels in addition to living on your website. This way, you are able to continue to promote organic growth through social media while also keeping website visitors engaged for longer.
In order to keep them engaged, remember that the best product marketing videos showcase not only your product, but also your company’s personality and how the product can benefit the consumer. As with all brand video, it’s important to remember to keep the video authentic, engaging, and relatable. Remember that the end goal is not only to showcase the product, but to show consumers how this product will benefit them.
Let the Experts Help You Get the Most From Your Video Marketing
As we continue to see video consumption rates increase, it’s essential for businesses to adjust their marketing strategies to include video marketing solutions. Utilizing video marketing will increase your reach, search engine optimization, encourage website visitors to stick around for longer periods of time, and ultimately lead to an increase in sales. You can take your business to the next level by implementing video marketing campaigns, but video marketing production takes time and resources.
If you are ready to give video marketing a shot but you need a little support, consider reaching out to Charter & Co. We have you covered from concept to implementation and every step along the way!