Video marketing is on a meteoric rise thanks to its influence, convenience, and innovation. If you want your brand to flourish online, be sure to choose the best type of video for your online marketing strategy. But which type is right for you?
Eazywalkers from media update takes you through five types of marketing videos your brand should consider.
Video marketing is the use of audiovisual content to promote your brand to potential customers by sharing it on online platforms such as social media, websites, and YouTube. This strategy increases brand awareness by creating a positive ripple effect for your business. This is because customers know your brand through the content you share; for example, a video that gives the audience a look at how one of your products or services actually works.
We are creatures of habit, going back to the brands we know. So the better they know about you, the more likely they are to do business with you and spread the word to other potential customers.
There are a lot of marketing videos out there, but an authentic, high-quality video is the garbage of choice. Your brand can gain more visibility, generate sales, and create more engagement with this type of content.
However, that’s not all you need to consider when engaging in video marketing. Before choosing a camera or choosing an angle for your idea, you need to know what type of video will best convey your message to your audience and align with your core values as a brand.
With that in mind, here are five types of marketing videos you need to know:
Brand Videos
These videos can include meaningful stories about your brand through a more personal approach with your audience. This includes things like how and when the business started. It should also highlight the strengths of the company in terms of what it does best or some changes it has brought to the industry.
This is important because it shows that your brand has a significant impact on the industry and has the potential to do great things. By doing this, your brand gains credibility with your customers. Remember, the main purpose of a branded video is to attract customers, so your content should aim to consistently attract.
For example, the video for knitwear brand Maxhosa Africa shares how it started its business and the brand’s main goal, which is to modernize traditional Xhosa clothing and make it accessible to everyone.
The video also highlights the company’s achievements, such as the multiple awards it has won since its inception. This is great because it shows what the brand can do, why it is so successful, and why it is considered credible, making it easier for consumers to trust and connect with it.
Event videos
Use live video before your events by interviewing keynote speakers or panellists about upcoming initiatives. By doing this, you ensure that your audience really feels the FOMO. Show what people can expect by creating a video to announce the ticket launch or to communicate new programming and what consumers can expect. Another way is to allow your audience to ask questions about the event on your website or social media, and then answer them publicly in a video. This could include things like sharing details about the start of the registration process, the topic of the year, and hashtags.
For example, the 22nd Standard Bank Joy of Jazz Festival invitation video shares all the details about the event, including its schedule, where people can find tickets when the event will start, and where it will take place.
You can film the event, giving viewers a glimpse of what happened, as well as what future event attendees can expect next time. For example, the Mandela 100: Global Citizen Festival shared a video after their event. The video showed Capser’s performance during the festival, where people were excited and enjoying the performance. This could encourage others not to miss out the next time the event takes place.
How-to videos
This type of video shows the customer how to use a product or service. This works best when customers have already asked how to use it, not when they are not interested in learning about the product. The timing of the publication of these videos, therefore, is an important aspect to consider.
When creating them, be as clear as possible when it comes to describing how to use or get the most out of your product. Remember to use examples when you demonstrate this step by step.
For example, Lucky Star shared a video on Instagram about how to cook cheesy fish sticks with sardines. This is clearly demonstrated in the video from start to finish.
Live Videos
This type of video is made live, on the spot. This type of streaming can include interviews, presentations, events, product launches, or demos of your offerings. This encourages viewers to participate more by asking questions or giving information on the spot. It also gives brands the opportunity to reinforce authenticity by showing who they really are, without modification. This really makes viewers want to be a part of the show.
You can also earn the trust of your audience by being interactive and determined with your live videos. Do this by offering exciting gifts to your customers so they have something to look forward to.
You can also announce ahead of time that you will have a live question and answer session, for example to engage your audience. Plus, give them a behind-the-scenes look at the process by giving them a live preview of how the product is made.
Videos of expert interviews
This is where you make sure to become a trusted source of information for online customers. You must demonstrate industry knowledge and leadership more than you market your product. Do this by involving an expert who is known for their thought-provoking speeches or advice in the industry. The message should align with your business goals.
Take, for example, Capitec’s association with Vusi Thembekwayo, who is an acclaimed business magnate and financial industry expert. Thembekwayo often shares his ideas on how bankers should take credit responsibly and for the right reasons. Because of your connection to Capitec and your reputation, you can build trust and credibility for the brand as you are held in high esteem by consumers.
In addition, he is also sharing valuable information about the bank, which also allows customers to know what they are in and makes the brand seem much more credible. The more you educate and inform your customers, the more you build on a foundation of trust.
