If you’re a business owner or responsible for the digital marketing of your business, you’ve probably noticed that pesky marketing strategy called video.
Maybe you’ve wondered if your business could benefit from video.
Maybe you’ve wondered if having a professional video produced for your business is worth it.
Maybe you’re confused about the options there are for video and don’t know where to start.
I’ve been a professional videographer in Portland for nearly a decade and have seen the impact of video on organizations big and small. I’ve seen my clients meet their marketing goals time and again using video strategies, and they didn’t break the bank to do it.
Let’s review the most popular video types that help businesses reach their goals.
BRAND VIDEOS/PROMOS
A Brand Video can take many different shapes and forms, but their primary characteristic is to boost brand awareness for your organization.
They might live on the home page of a website, air before a YouTube video, or be part of a longer marketing campaign on social media. Depending on your budget, you can build it yourself through apps like TikTok or hire a full production crew and showcase your video during the Superbowl.
Apart from budget and platform, the biggest difference between Brand Videos is the level of creativity involved in pre-production––the phase of planning that takes place before the actual shoot.
Some Brand Videos take a narrative approach by telling a story related to their business, whereas others might go a simpler route, getting straight to the point of who they are, what they do, and why they do it.
Take Microsoft Store for instance, who created a months-long marketing campaign called #EmpowerPossibility where they captured the stories of everyday heroes who use Microsoft technology to make a positive difference in the world:
If your business isn’t as globally renowned as Microsoft however, a simple promotional video might be more realistic to spread brand awareness.
Aura Aesthetics, a medspa located in Hillsboro, Oregon, did just that. Aura wanted a video on the home page of their website so that new visitors could quickly and easily learn about the services offered at their spa and the employees who do them.
Whether you’re a big organization or small, there are countless ways to promote your brand through video and just as many financial options. Get in touch with your inner creativity and find a video production company that aligns with your vision and budget.
EDUCATION VIDEOS
The global pandemic has without a doubt heightened our relationship with online resources, including video content.
Taking webinars, digital courses, and online education has become commonplace for both work and personal life. As the knowledge economy takes over more and more of American culture, many businesses are cashing in on the new wave of online consumers to sell knowledge & expertise through video.
Even if your business doesn’t have module-ready topics to teach, there are other ways to educate customers about your products or services with video.
Tutorial, demo, and how-to videos all instruct consumers about how a product works or how a service is performed. They make customers feel more confident in their purchasing decisions and show off the expertise of your business in a professional way.
Explainer Videos also show how a service or product works and often use animation as a primary visual technique. Animation and motion graphics take a considerable amount of time and talent in editing, which is why you can expect to see higher prices for animated projects.
CORPORATE VIDEOS
If you work for a large enough corporation, you’ve likely seen a video or two that trained you on company procedures, policies, or new technology.
Corporate videos take on a variety of goals, but they all have one thing in common––an audience of corporate employees.
By creating internal-facing videos, big corporations have a sophisticated way of reaching their employees and communicating company-wide (or department-wide) messaging. Many companies take advantage of video trainings to onboard new staf…and many new staff members may have watched a recruiting video to work for the company in the first place!
Capturing special company events is also a popular type of corporate video. For example, large organizations often hold annual meetings where all employees gather for a week of corporate-sponsored parties and seminars. Having these events recorded is a great way for businesses to celebrate the unity of their organization and look back on important learning and bonding moments.
EVENT VIDEOS
Event videos capture special occasions in the life of a business, from launch parties to conferences to significant meetings.
In all cases, having the event captured on video gives leaders and employees a unified way to reflect on impactful moments for the organization.
Some businesses are in the business of events, such as weddings, parties, graduations, birthdays, vacations, and seasonal occasions.
Take Oregon Zoo, for example, who hosts the annual BrewLights Festival every winter, inviting guests to taste dozens of local beers & ciders while exploring zoo paths and wildlife. They created a video for BrewLights as a way to market the event to future guests.
PRODUCT VIDEOS
Product videos showcase a particular item, innovation, or software. They are a far cry from the corny commercials of yesteryear; indeed, product videos are some of the most creative on the market.
Many product videos live on popular crowdfunding sites such as Kickstarter or IndieGoGo. These sites use video to entice prospective investors and consumers to favor their product.
TESTIMONIAL VIDEOS
Did you know that 72% of consumers trust online reviews as much as personal recommendations from real people? Furthermore, 90% of consumers say that positive online reviews influence their buying decisions.
Needless to say, people care the authentic opinions of others when it comes to a product, service, or business they’re considering. One way businesses are tapping into the power of review-influenced spending is by producing testimonial videos.
Testimonial videos allow prospective customers to see and hear genuine feedback from satisfied customers who’ve gone before them. If done right, they can wield powerful results by influencing purchase decisions in their favor.
*ANIMATION
We don’t consider Animation Videos to be a type of video in themselves, but a method of video production that’s visually cool.
As mentioned above, the art of animation can take significant time and talent to create, which is why they typically hold a higher price tag. They’re also boundless in terms of their visual creativity so don’t overlook this unique video tool.
CONCLUSION: VIDEO RETURN ON INVESTMENT
Now that we’ve explored some of the popular types of videos that businesses can use in their digital marketing strategy, the question remains: are videos worth the investment?
The answer to that question depends on what goal your business has for producing a video in the first place.
While it’s the purpose of every business to make money, parsing out more specific goals like growing brand awareness, generating contest submissions, getting website clicks, or selling x number of widgets is a more effective way of looking at video marketing.
After you’ve set specific goals for what you’d like a video to accomplish, consider the numbers:
- 97% of marketers say video has helped users gain a better understanding of their products and services.’
- Videos attach 300% more traffic to websites and help to nurture leads.
- Including a video on your landing page can boost your conversion rate by up to 80%.
- 72% of customers would rather learn about a product or service by way of video.
- 64% of consumers will make a purchase after watching branded videos on social platforms.
Video is only growing as a marketing method for companies of every size. If you’re still on the fence about including video in your company’s digital marketing, start with a small production project. We think you’ll be pleased with the results.
