Whether you are adding a video to your marketing plan or looking for new ideas on engaging your customers better, it’s helpful to understand why specific videos work for campaigns.
Did you know that: Video is 40 times more likely to appear on the first page of Google than text? Posting and reposting videos on Facebook leads to a 97 percent increase in organic reach?
Adding video to your email marketing can result in as much as a 30% increase in click rates?
Videos are being used in marketing campaigns for all kinds of businesses across almost every industry.
But what type of video works best for which industries? Let’s look at the most popular types of videos used in marketing campaigns.
Video Content Types in Marketing Campaigns
You can use a wide variety of video content for marketing campaigns including:
Customer Testimonials Video
Used in marketing campaigns to attract new business or drive engagement at scale, testimonial videos are an effective way to share authentic stories about your brand.
A word of caution, though, is vital to choosing the right story for your brand. Video reviews from customers with a negative experience can end up hurting your brand rather than helping it.
Everyone loves a happy customer, but using the wrong testimonial will backfire on your campaign if you aren’t careful.
How-To Videos
Including how-to video content is a good idea for marketing campaigns to attract new customers and engage existing ones.
There are a couple of reasons why how-to videos work so well. First, viewers can learn a lot from a how-to video.
The right video content can save your viewers time and money while providing real value to them, which may cause them to view you as a thought leader in your industry. Another reason is that how-to videos are easy to find on search engines.
For example, if you run a flower shop, people looking for instructions on how to make balloon flowers will easily find your how-to video content about it. SEO is an essential element of digital marketing. Therefore, how-to videos can help you achieve high rankings on search engine results.
Company Culture Videos
Creating videos with your company culture in mind can be a great way to engage audiences and promote your brand. Just think about who is on your company’s video team – are you planning to have everyone share their story on camera, or will one person be doing most of the talking?
There are various ways to approach this, but it is crucial to plan how your company wants to convey its culture once you have that figured out. Are you going to approach it as a traditional company video, with everyone talking about the same thing?
Or will you opt for a more stylized and creative approach? Either way, remember that your brand’s story is being told through your videos. When creating videos with your company culture in mind, build them around what works best for your brand.
Brand Promotional Videos
People are watching videos everywhere, anytime. According to Hubspot, 2/3 of people watch online videos every week. That’s why it should not be surprising that including video in your marketing plan is a good idea.
The key here is to embrace visual content while tailoring traditional marketing efforts for video. For example, for a brand new brand, you probably don’t have to worry about starting with a video, but in the long run, you should consider it.
That said, video marketing campaigns are great for promoting your brand across all of your marketing channels. For a video to be compelling, it needs to be created around a specific goal and should align with your overall marketing strategy.
As you can see, the number of video types available for marketing campaigns is vast. But remember – no matter which type of video you choose, make sure it ties back to your business goal. No matter how compelling or engaging your video content may be, if it doesn’t align with your overall campaign objective, then it won’t help you meet the marks.
