Video Marketing for Dummies: A Beginner’s Guide to Video Marketing
Video marketing is not something new to the online environment. It has been around for quite a while and it has become a popular form of marketing. In essence, video marketing is the act of promoting your brand through video platforms and social media.
Video marketing is a recent phenomenon. In fact, a video-marketing based business approach only took off as a philosophy in 2019. It is a well-known fact that visual knowledge is always easier to retain. Almost 90% of visual knowledge is retained by the brain hence making a visual approach a great alternative to traditional advertising and viral video marketing.
Video marketing is not to be confused with viral video marketing and social media marketing. Both viral videos and social media presence come under the umbrella of video marketing. They both are an effect of video marketing. Viral videos tend to get a boost from current internet trends and are more often luck based. It is an easily noticeable trend that brands no longer depend on viral videos.
Brands have, in a way, separated themselves from internet pop culture ever since the internet became more influential than television as a source of information. Sure, the occasional offshoot tweet reply and viral video helps, but successfully settled brands don’t rely on them. It may be a part of their overall identity and strategy but the essence of their success lies in their ability to market with videos.
What Qualifies as a Marketing Video?
This is an important question. Technically speaking, every video that involves even a simple mention of your brand helps market it. But those aren’t necessarily marketing videos. In a culture that thrives on video content, it becomes important to know the difference between a video that recognizes your brand and a video that promotes your brand. There is a thin line between the two and almost all marketing videos come under brand promotion.
Classifying even deeper, a marketing video is a video whose production involves purposeful intervention or a personal touch by a business. For a video to be qualified as a marketing video, it should promote your brand while maintaining credibility of your brand and also of the people involved in its marketing. For Example, the CEO’s interview with a popular podcaster. It is nearly impossible to promote your brand without a bias but honesty is a quality the audience usually appreciates. This personal touch from a business is what sets it apart from traditional advertising.
Types of Marketing Videos
Now that we know, what qualifies as a marketing video, we can move on to the various types of marketing videos. There are further classifications to marketing videos but some of them tend to be preferred for certain industries. For example, vlogging is popular form of video marketing but it won’t work for every industry.
The types included in this list usually work across all businesses and fit a wide strata of industries.
Creating awareness is the sole goal of a brand video. Brand videos usually showcase the company’s philosophy, goals, and motivation. It also talks about the company’s products and services. Brand videos are meant to be flashy and biased.
Things to remember when making a brand video:
- A brand video should showcase your company’s best. It should focus on the end goal of the company and give an indirect insight to how the company plans to achieve it.
- A brand video should be engaging. It can be engaging by being inspiring, funny, motivational or simply entertaining to watch.
- Brand videos should give a preference to bright colors and good visuals. Animation is excellent in a brand video since it gives you more freedom when portraying your ideas.
Culture videos are videos that portray the company culture through a series of videos. Culture videos capture real-life locations of companies and capture discussions with the company staff. The goal of culture videos is to showcase people who work behind the scenes, their working conditions, and their motivation to work. Culture videos are used to humanize a brand.
Humanizing a brand is an effective way to improve the social acceptance of your brand. People tend to dislike brands that act like business churning machines and appreciate humanized brands. A good example culture marketing is Naughty Dog. It keeps updating its social media with activities that its employees do. These include videos, simple posts and sometime even live gaming sessions between employees.
Things to remember when making a culture video:
- Culture videos are meant to show the people who work for a company and the infrastructure of a company. Humanizing the brand is the goal of a culture video.
- Keep the videos simple. Culture videos are created with a backdrop of honesty and should be treated as such. Over-the-top culture videos have the opposite effect and actually dehumanize a brand.
- Culture videos are meant to show real people so make sure the people involved are actual employees and not hired actors. Give a preference to volunteering employees. Nobody likes culture videos overrun by employees who don’t want to be in it.
Event videos are videos that portray a company event. Event videos can be made multiple times for each significant event that a company holds. The goal of an event video is to show-off a company’s flair. Event videos are power statements for a company.
The best example is Apple. The quality of their products and their business ethics are always under question, but they make themselves look good in their annual event videos – both live and recorded. Nobody comes close to breaking that. Looks always sell better.
Things to remember when making an event video:
- Event videos should look professional and awe-inspiring. They’re power statements and should be treated as such.
- It is better to hire professional filming crews for an event video. Event videos are usually more expensive than other kinds of marketing videos.
- Event videos require extensive editing. The better edited an event video, the more likely it is to attract positive attention.
Interview videos are videos where important figures in a company get interviewed by other entrepreneurs or significant corporate influencers. The goal of an interview video is to delve deeper into the company philosophy and align your company with important influencers.
Things to remember when making interview videos:
- The influencers involved should be credible and the interview should maintain their credibility.
- Live interviews have a better effect on the audience and help market the brand of a company better than pre-recorded videos.
- Interview videos should involve people from the higher brass of a company. In essence, videos involving CEOs and company founders usually perform better.
How-to / Tutorial Videos
How to & Tutorial videos serve a twofold purpose. They are great self-help advocates for customers and insightful guides for potential customers. The original purpose of a tutorial video is to guide you through a problem. The marketing is a secondary purpose for tutorial videos.
What sets tutorials apart from other marketing videos is that it actually gives direct insight into a product and its applications. A well-made tutorial is more effective than a well-made brand video.
How to/tutorials can also involve applications of your products. For example, a jam-selling company teaching you how to make sandwiches.
Things to remember when making tutorials:
- Tutorials should be easy-to-follow. The easier a tutorial is, the better its marketing prowess.
- Tutorials don’t need to pander to potential customers & clients. They should be made for self-help purposes. Their main goal is to help, not market your products.
- Tutorials don’t need promotion like other marketing videos. Tutorials are a reflection of the efficiency of customer support. The only thing to remember is that tutorials should be easily visible for a wide customer base.
Q/A videos are usually not marketing videos but they work similar to culture videos. Q/A videos humanize your brand. The purpose of a Q/A video can be anything from answering questions related to your products to random questions that people ask.
Q/A, if done right, can help connect you to pop culture and also humanize your brand further. The prerequisite of a Q/A video is that it should be shot with an important member of a company and should be entertaining for everyone to watch.
Q/As were made popular by content creators and they can be excellent for cross-platform promotion. Now they are efficient way of marketing your brands.
Things to remember when making Q/A videos:
- Can be made regularly and have an excellent outreach being able to cover vast demographics. Can also be done live & then promoted like an event video.
- Engages existing and potential customers. One of the few types of marketing videos that involves the audience.
- Q/As increase your social media presence.
Testimonials / Case Study Videos
Testimonial videos are videos involving people who have used your products and have had a happy experience. Testimonials are harder to make since they require voluntary participation from your end-customers. Testimonials, however, are extremely effective.
Testimonials are the best marketing your brand can get and the ‘tried-n-tested’ mark is the best possible mark a brand can get. Case studies are similar to testimonials, the only difference being case studies are more detailed when compared to testimonials.
Testimonials concentrate on the experience and case study give us an insight of how the product that the company offered was used and how well it fulfilled the customer’s needs.
Things to remember when making testimonial videos:
- Credibility of the customer is extremely important. The more authentic the testimonial, the better.
- The design of a testimonial video can have a positive effect on the audience. Well-edited testimonials market your brands better.
- A testimonial’s effectiveness is also determined by the company’s reputation. Testimonials should be accompanied by other kinds of marketing videos to provide their intended effect.
Webinars are fairly commonplace now. With an ever-increasing audience base, webinars are practically the best way to sell your products. Webinars are more personalized than other forms of video marketing and webinars can help personalize the experience of potential & existing clients.
To learn more about webinars, read our article on What is a webinar?
Announcement videos are simple videos. Announcement videos are made for important announcements, from a new feature/product to new updates. Announcement videos follow the same philosophy as brand videos.
- Announcement videos are meant for existing customers and should be treated as such.
- Announcement videos for new products are top-of-the-funnel videos but announcements for new features and updates fit better as middle-of-the-funnel videos.
Using the Funnel Approach for Online Video Marketing
The funnel approach works well for video marketing. All of the types of marketing videos mentioned above fit into one of the three parts of the funnel approach. The three parts to remember when using a video marketing strategy include:
Raising awareness is a top-of-the funnel procedure. The videos that fall under raising awareness include Brand, and Event videos. These videos have the highest probability of going viral and coincide with viral video marketing for brand promotion and visibility.
These videos are totally in control of a brand and the benchmark they set will attract the customer the first time. The reason brand and event videos are on top-of-the-funnel are because they are in total control of the company creating. Brand And Event videos can be made as they want and brand videos often walk a thin line between marketing and advertising. All advertisements are technically brand videos.
Event videos as discussed above show off a company’s power, influence and taste. A well-done event video can influence brand power for years to come.
Nurturing is the middle-of-the-funnel procedure. Most marketing videos fall under this category. Nurturing is more about honesty and modesty. Flashiness is not a part of nurturing process. The goal of nurturing marketing videos is to retain the potential customers that have been attracted towards your brand. The videos that fall under this category include culture, interview, Q/As, tutorials and testimonial videos.
Culture and Q/As help in humanizing the brand making clients relate to the brand while increasing a brand’s social media footprint. Culture, along with interviews & testimonials sow the beginning seeds of brand loyalty and tutorials help practical minded clients understand the products and services a little better.
Tutorials also let potential customers know the ease-of-use of the products they’re going to purchase.
Converting is the final part of the funnel. The goal of converting is to turn clients into customers and to retain existing customers. Converting can be both pre-sales and post-sales as per your marketing strategy. Converting involves webinars, more detailed tutorials and new-feature announcement videos. Testimonials also help the converting funnel by reiterating a consumer’s belief in the company/brand.
Converting cements, the customer into your sales web and makes sure they don’t leave. The better your services are, the more likely that a customer will stay.
Why Video Marketing Works as a Strategy?
Video marketing in 2019 is likely to become a mainstay of marketing by the end of the year. According to statistics, consumption of content through video has doubled from the previous year. Social media websites are preferring videos to written content since videos are easier to remember and more engaging.
Historically, people have always preferred visual content. In addition, the ease of streaming video on smartphones makes videos a better alternative than traditional content browsing. Videos fit better on the smartphone screen than text and since more than half of the people on the internet use a smartphone, video is the future of content consumption.
According to latest figures, Facebook is now more popular as a video streaming application than as predominantly text-and-image based social media. It is also catching up to YouTube in terms of daily views. Other social media are following suit and streaming giants like Netflix and Amazon Prime Video help the cause.
Apart from that video marketing is helped by the fact that Google’s page crawling prefers videos. From an SEO perspective, videos are literal gold mines. Since most videos are posted on YouTube, Google shows them on top of the page just like that.
It wasn’t long before businesses would have switched to video and 2019 is the year where the marketing strategy board includes video marketing on-the-top of the list. Video marketing will only solidify in the coming years and you can be sure that it will be the single most important marketing strategy in the foreseeable future.
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