The popularity of video is undeniable. Whether for entertainment, information, or to drive sales, video is one of the most effective and engaging forms of communication today.
The online consumption of video is now 15 times higher than it was in 2017. This represents an incredible opportunity for creators and businesses who are looking for fresh ways to capture the attention of their audience. With the human internet attention span now at an all-time low of 8 seconds, marketers need all the help they can get to rise above the noise.
A report by Cisco states that by 2021, videos will make up more than 82% of all online traffic. This growth will be driven by live streaming on platforms such as Facebook, YouTube, and Twitter.
Despite the fact that video is so popular with consumers, marketers still aren’t making the most of the opportunity to get in front of potential customers and grow their businesses with video marketing.
To give you a competitive edge with your marketing strategy and help you understand the potential of using video within your funnels, we’ve put together the top types of video you can use to get better results from your online campaigns.
1. Explainer videos
These are short marketing videos, typically found on sales pages, landing pages, and product pages to help people understand more about your products and services. They can also be used on social media to “stop the scroll” and increase awareness for your brand.
Explainers are highly effective, as they combine audio and video to drive engagement and conversions. They are also incredibly versatile, and can use live footage, stock images, and animation to increase the retention of your message.
They can be used at any part of the marketing funnel, but are best suited to the mid-funnel consideration stage for buyers who are looking for solutions to a specific problem.
2. Social proof and testimonials
Social proof is one of the most powerful assets you can display when you’re growing your business. 84% of people say they trust online reviews as much as reviews from people they personally know, so featuring glowing reviews from your customers can be a goldmine for your business.
Using video to capture your customers’ experiences and results after working with your business is highly advantageous. It can prove to potential customers that you’re trustworthy, and that your product or service can deliver the outcome they’re looking for.
If possible, include customer photos, concrete metrics, and any awards or notable partnerships that your business has achieved to mitigate buyer hesitations and objections. You can display your social proof videos on your website, on social media and landing pages, and in targeted campaigns.
Social proof videos are best used around the middle and bottom of your marketing funnel, as you want to target people who are deciding between service providers so you can position yourself as the best solution.
3. Launch videos
Launching a new product or service into the world? Using video can help build hype and excitement as your launch date approaches. Whether you’re using live footage, or creating a promo or explainer, the engaging nature of video can help boost awareness for your new release, and your brand.
Keep in mind the type of audience you’re trying to appeal to, and the platform you’ll be releasing your video on. Facebook videos tend to perform best at a minute in length, while Twitter and Instagram users prefer shorter viewing times.
Launch videos by nature tend to be short and punchy. Make sure you get your message across in the first few seconds and that your footage is colorful, engaging, and on brand. Showing your audience that your new launch can solve their problem or meet a specific desire is the perfect way to build anticipation for your exciting new release.
4. Sales videos
When you’re trying to close big sales or partnership deals, video can be a useful tool to help you do some of the talking. It helps create a deeper personal connection and can be more effective than relying on brochures, whiteboard talks, or lengthy slide presentations.
Your sales videos help to establish your business as an authority and explain why you’re the ideal solution to do business with. You might choose to create your videos in the form of an explainer, or use live or animated footage to strengthen your message.
As sales videos are typically presented directly to an individual or small group, you can take the time to make a longer, more detailed video to sell your pitch. Don’t forget to include social proof elements such as testimonials, any existing partnerships that might be relevant, or any awards you might have won. These will help build rapport with your audience and bring you closer to closing those deals.
5. Content and editorial
Video can add a valuable new dimension to your content marketing. There’s a huge variety of video types you can create for editorial and content assets such as:
- Blog teasers
- Behind the scenes
- Q & A
- Event coverage
Content videos can grow your brand awareness and encourage your audience to like, trust and buy from you. These types of video can be used at any point of your marketing funnel, but are best suited to the top and mid-funnel tiers.
Run your content marketing videos in the main feeds of Facebook, LinkedIn, Instagram, or wherever your ideal audience spends time online. They are also perfectly suited to increasing your engagement on YouTube, Stories, and IGTV video channels.
6. Discounts and special offers
Black Friday, Thanksgiving, Christmas, and numerous other shopping events are the perfect time to let your creative juices run wild with video. People are always excited by special offers and discounts, so why not bring them to life with some bright, engaging video, rather than just static text and images!
Conversion is the name of the game for this type of video marketing, helping you rise above the noise of your competitors’ holiday offers and sell your products. Don’t forget to include a strong call to action, together with a deadline at the end of your video such as “Today only!” or “Sale finishes Friday!” to ensure your viewers know that your awesome offer will soon be gone.
Discount videos should be run anywhere your customers will see them, such as in paid and organic social campaigns, on your website, and inside your email newsletters.
Videos have huge potential to drive engagement and sales for your business. Creating fresh, fun videos doesn’t need to be time consuming or expensive. It’s just about getting familiar with your audience, establishing where they spend time online, and deciding which types of video they’d be most interested in.
by Rachael Pilcher