To attain your video advertising and marketing objectives, you may want several types of movies in your advertising and marketing technique. We have rounded up an important ones, from explainers and promos to case research and demos.
There are SO many several types of video you may make in your group. The probabilities are virtually countless, from how-to content material to case research, explainers, and past.
Plus, for each completely different sort of video you may make, there are a number of completely different types you possibly can method it from and completely different orientations you possibly can shoot and share it in.
To attain the objectives you set out in your video advertising and marketing technique, you’ll want quite a lot of video varieties to satisfy completely different wants. With the right combination, you possibly can information potential patrons alongside their journey from consciousness by means of choice, all with video content material.
Discover out what kinds of video what you are promoting wants, how you can make them, the place they match within the funnel, and extra. Get the Information The 9 Forms of Video You Want
1. Explainer Movies
Good for: The early discovery phases of the customer’s journey. Educating patrons about your services or products and illustrating why they want it, producing leads and nurturing potential prospects.
Explainer movies (typically known as product explainer movies) are a beneficial sort of video for explaining sophisticated services or products and growing model consciousness. They’re sometimes a high-level take a look at how the product solves an issue.
As a result of they’re high-level, explainer movies don’t want to indicate the precise services or products to be beneficial, which suggests animation is a well-liked fashion selection.
40% of corporations have already invested in explainer movies, proving they’re a stable shareable content material asset. Goal to make them partaking and attempt to join with viewers on an emotional degree.
You possibly can create overview movies for every vertical or product line you supply. With these, you’re not seeking to make a tough promote or pitch. As a substitute, define an issue your prospects have.
Product explainer movies ought to reply the query “what’s in it for me” out of your purchaser’s perspective.
Firms like Field have found {that a} play-by-play walkthrough of your viewers’s precise duties is usually a fairly efficient introduction to the product.
Relatively than being about Field immediately, the video focuses on how a marketer can use Field to unravel on a regular basis issues and make their job simpler.
By calling out acquainted eventualities (like a advertising and marketing price range lower) and the way their answer helps, this video is all about observable utility and serves as a terrific demo that may very well be utilized in follow-up emails to leads who wish to see the product in motion.
2. How-To Movies
Good for: Easing individuals from the invention section into the true meat of what you ship.
How-to movies are instructional in nature and are one in every of the most well-liked kinds of movies. These movies clarify to the viewer how you can do one thing. Step-by-step tutorials will be entertaining in addition to informative.
Since query queries are extremely frequent in engines like google, creating content material that addresses them (and optimizing it) is an effective way to look in search outcomes. Unsurprisingly, how-to movies make up 40% of the movies pushed out by buyer expertise groups.
Think about creating any such video to reply essential buyer questions in your business. You possibly can then use the tip of the video to immediate the obtain of a bit of informative. Or mid-funnel content material to assist hold your viewer transferring by means of the customer’s journey.
The content material entrepreneurs over at Kapost do a terrific job with useful how-to video snippets. In brief, informative blurbs, they reply questions associated to their specialty.
By changing into the consultants who can reply the query clearly in just below a minute, they turn out to be the oldsters individuals wish to do enterprise with.
Jacob Collins, Video Producer at Kapost, explains: “We use video strategically by tying each single video right into a marketing campaign, occasion, or product function. We shoot solely what we have to maximize potential and put time into high quality over amount.”
Their movies embody nice calls to motion prompting the obtain of one other piece of content material. This guides individuals to the following stage of the funnel, the place they’ll study extra concerning the Kapost answer.
3. Promo Movies (a.ok.a. Hype or Teaser Movies)
Good for: Model consciousness, growing site visitors to your weblog or asset-specific touchdown pages, and lead technology.
Most corporations have already got text-based content material advertising and marketing belongings—like experiences or guides—to advertise, and among the best methods to take advantage of these items is with a enjoyable video designed to encourage extra downloads.
Promo movies can work nicely for giant occasions, digital conferences, paid campaigns, and extra.
When brainstorming new content material items, think about the larger story you possibly can wrap these up in and the top-of-funnel video you could possibly use because the asset’s promo or business, so to talk. Or think about using promo movies for model consciousness throughout paid and social media channels.
We aimed to make use of humor and spotlight frequent ache factors felt by gross sales reps in our consciousness marketing campaign. This promo video exhibits the dread a rep feels when their champion leaves—in the course of a deal.
4. Thought Management Movies
Good for: Constructing thought management inside your business and establishing experience on a given subject. Additionally, educating your viewers a few explicit topic and making a human connection.
With 20% of corporations already invested in thought management movies, these movies intention to share a novel perspective to construct belief and a following.
These movies should be genuine and concentrate on the viewpoint. Sharing experience and beginning a dialog are key.
Software program firm Moz has constructed a model for itself as an skilled in SEO by means of its highly-popular Whiteboard Friday movies.
A member of the Moz group explains an idea in entrance of a whiteboard that’s been full of supporting materials. Generally the whiteboard consists of illustrations, typically it’s extra of a abstract of factors.
5. Webinars and Recorded Webinars
Good for: Educating potential prospects about points and tendencies associated to your business. Additionally, generate results in add focused electronic mail lists or information prospects additional alongside the funnel.
Most corporations deal with webinars as digital occasions with digital attendees who’ve registered prematurely to observe the session (producing a lead for the corporate).
Webinars show to be a robust asset as 53% of corporations have leveraged synchronous video content material by means of reside webinars.
Pre-recorded webinars will be scheduled for a selected date and time like customary webinars. Or they’ll merely be revealed in your group’s web site, which may very well be on a touchdown web page, in a useful resource hub, or embedded in a weblog publish.
When planning new webinars, take into consideration how you intend to repurpose them from the get-go. If you need quick movies, design your webinar in order that the recording can simply be edited into bite-sized video clips. A majority of these movies can then be utilized in ongoing content material advertising and marketing packages.
If you happen to construct out subjects strategically—mapping every to a specific query a purchaser has alongside their journey along with your product, for instance—these movies can act as the proper stepping stone alongside the customer’s journey.
Vidyard’s Quick Ahead Summit works as an ongoing reside collection to deliver the gross sales and advertising and marketing communities collectively to study greatest practices. Along with reside periods, the on-demand content material lives in a video hub, and edited variations of top-performing content material are utilized in video advertising and marketing packages.
Beneath is an instance of a well-liked on-demand session that was edited from a 25 min to simply over 10 min video.
6. Case Research Movies (a.ok.a. Buyer Tales or Testimonial Movies)
Good for: The justification and analysis stage of the funnel when patrons are contemplating whether or not you remedy their particular ache factors.
Arguably, case examine movies are one in every of your assortment’s most essential video varieties. Many B2B patrons will seek for buyer testimonials once they go to your web site.
Don’t have the price range for a high-production case examine video? By no means worry; highly effective buyer tales are nonetheless inside your attain.
Attempt asking completely satisfied prospects to file a brief testimonial video utilizing their webcam to reply just a few fundamental questions you ship them.
Vidyard’s Chrome extension is an easy-to-use free instrument that makes it easy for anybody to shoot a easy video of themselves.
A testimonial is the stamp of approval from different companies. Filming an excellent one is the proper strategy to showcase how your answer solves frequent buyer issues. Testimonial movies stand as a beneficial sort of video, particularly for advertising and marketing and buyer expertise departments. Almost 50% of the movies created by advertising and marketing are testimonial movies, and 30% are created by buyer expertise.
When growing a testimonial video, by no means underestimate the facility of B-roll, ask main questions versus the standard Q&A, and all the time discover a strategy to place your buyer because the hero of the story.
Google has quite a lot of mini-case research known as Google Tales that present how actual individuals use their expertise. Most are lower than two minutes lengthy.
In a single, an artist explains how he makes use of Google Road View to color locations worldwide—and the way he’s created a neighborhood of others captivated with doing the identical.
7. Model and Tradition Movies
Good for: Reaching new audiences in addition to constructing model consciousness and affinity.
Model and tradition movies are ones that inform your viewers about your model and what you stand for. Over 50% of corporations have already invested in model movies. And over 1 / 4 of corporations are utilizing tradition movies to assist showcase firm tradition. They’re a possibility to have some enjoyable and get inventive. Vacation, about us, recruiting, and firm tradition movies can all match into this class.
For his or her two hundredth anniversary, HarperCollins Publishing took viewers by means of a few of their most notable titles in a nostalgia-inducing video that acquainted viewers with the model’s lengthy historical past.
8. Demo Movies
Good for: Serving to patrons justify their choice to buy, electronic mail follow-up, lead technology, and addressing the tip of the funnel.
Much like explainer movies, demo movies clarify how your services or products works. Nevertheless, they should be extra detailed about particular options and capabilities as a result of they arrive in later within the advertising and marketing funnel. Sometimes, someplace from the center towards the tip.
Product demo movies present viewers the worth of your product relatively than simply telling them. In industries that promote bodily merchandise, this might even embody unboxing movies. A majority of these movies showcase the packaging and product, exhibiting potential prospects what to anticipate.
Your viewers must be nodding alongside in settlement with you always. Your purpose is to indicate them you perceive their world. Demo movies profit your buyer expertise and make up a big chunk of the movies created by gross sales groups. Even higher, they rank because the second most invested sort of video, with over half of corporations utilizing demo movies.
Vidyard’s 3-minute demo is a good instance of what any such video can seem like. We’ve created separate variations to deal with completely different components of our product for various use instances. There’s one every for advertising and marketing, gross sales, help, and safe comms—all included within the playlist under.
Your group’s video library will embody an assortment of video content material. Begin out by selecting just a few codecs you assume work nicely in your model and the story you wish to inform. Then, check to see how your viewers reacts.
Do extra of what works. Preserve iterating, attempt new issues, and don’t be afraid to combine and match completely different types and kinds to search out one thing that matches your imaginative and prescient—and meets your objectives.
9. FAQ Movies
Good for: Saving time for gross sales and buyer help groups by serving to patrons self-serv by discovering solutions to generally requested questions.
FAQ movies are sometimes discovered on information base websites or utilized in buyer help conversations to assist troubleshoot technical issues to generally requested questions. An FAQ video referred to as the “80% video” is rising in recognition and is utilized in gross sales discovery to reply the highest questions that gross sales reps get requested eighty p.c of the time from potential prospects.
Sometimes, FAQ movies could be backside of the funnel. An 80% video could be used extra prime of the funnel. Nevertheless, the 80% video may help with deal development and transfer prospects past discovery.
In Vidyard’s 80% FAQ video, we aimed to reply the highest questions our reps get requested, from pricing to integrations, to help.
FAQ or 80% movies profit potential prospects as they provide frictionless analysis the place they don’t even have to talk to a rep in the event that they’re not prepared. Consumers and sellers can spend valuable reside assembly time following up with extra goal questions and solutions associated to the account.
Discover out what kinds of video what you are promoting wants, how you can make them, the place they match within the funnel, and extra. Get the Information This publish was initially revealed on December 3, 2018. It was up to date on August 23, 2022.
