I can bet $1,000 right now that you have watched a video at least once today. And if you’re a social media regular, you have probably watched somewhere between 5 to 10 videos already today.
Video marketing is HUGE today but instead of taking you through some long paragraphs to defend that assertion, let’s just quickly look through these interesting stats and studies from wordstream.
- 45% of social media users watch more than an hour of Facebook or YouTube videos a week.
- 92% of mobile video viewers share what they watch.
- 10 million videos are watched on Snapchat per day.
- Marketers who effectively use video grow revenue 49% faster than non-video users.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
By nature, human beings find videos more engaging, more memorable, and more popular than any other type of content out there. Therefore, video as a means of storytelling and advertising is no longer a nice to have option – it’s a necessity.
So, what are the options & where do they best apply?
Animated video— animated videos are mainly used to explain a topic or concept related to your service or to showcase a feature of your product or service. Examples include animated explainers, how-to videos, & brand animations. Animated videos appeal more to customers who are in the earlier stages of a customer journey i.e. during the awareness step of the journey.
Example: how we converted Q-Sourcing Servtec blog post into an animated video to make it easier to consume & understand
Brand videos— this type is mainly used to highlight your company’s strengths by showcasing major achievements, CSR as well as staff member achievements. Some of the most common options under this category are; company culture videos, behind the scenes and employee spotlight videos.
Example: Behind the scenes video on the making of Levels’ Kitchen Chicken Tikka Pizza
It is best to deploy brand videos targeted at customers who are further along the customer journey because they are mainly designed to emphasize the strength & differentiators of your product or service.
Interviews/Testimonial video — this type has a “heavier inclination to persuasion and influence. Real people talking about your company or what you do is one of the most powerful ways to position & promote yourself without coming off as too “salesy.” While they shouldn’t be too direct or pushy on the sales front, they are perfect to deploy when you want to close a sale or to convert a “hot” prospect into a “hot” lead.
Example: Client testimonial recorded for TASC in appreciation for service delivered on employee assessment
Product demo video — this kind of video illustrates how your product works by showing it in action. This is popular with tech brands like APP developers as well as lifestyle product retailers for example if you are selling a unique type of juice blender, a demo video goes a long way in helping your target audience understand how exactly your product works.
Example: Brief demo/introduction video for the wallet product from ORI Rides
Ready to jump in on video marketing? Go for it! However, keep in mind that video by its very nature is a creative medium and creativity doesn’t play well with fixed rules. Consider these as guidelines rather than rules and tailor usage to your own brand’s unique needs. In addition, you may not always be able to predict what level of the customer journey the viewer may be so, again, get creative with how you present your message not to alienate your audience.
Do you need help with a video marketing strategy or actual development & publishing of company videos for your business? Let’s talk today! CLICK HERE to start the conversation.