When it comes to marketing your business, video is king. In fact, Cisco projects that by 2022, videos will account for 82% of all internet traffic. That’s a pretty staggering number. You’re missing out on a huge opportunity if you’re not using videos as part of your marketing strategy.
That being said, video marketing is not all about creating one single video and letting them do the magic themselves.
Whether you run a YouTube or TikTok marketing campaign, you also need to think about what type of videos you’re going to create that will be the most effective in promoting your business.
In this blog post, we will discuss some types of popular marketing videos and give you some ideas for how you can create them yourself.
Why do You Need to Provide Different Types of Marketing Videos?
The reason is quite simple. Not all types of videos are going to be effective in promoting your business to your target audience. One video might do the best job in attracting audiences’ attention, while other does incredibly well in converting.
For example, if you’re selling a physical product, a demo video showing how the product works would be very beneficial. On the other hand, if you’re providing a service, an explainer video would be more appropriate.
Also, the type of video you create will also be determined by the stage of the buyer’s journey your target audience is in.
If they’re just starting to become aware of their problem or need, then an awareness video would be most effective.
However, if they already know about your product or service and are considering making a purchase, then a consideration video would be more appropriate.
The bottom line is that you need to provide different types of videos in order to reach and convert your target audience.
8 Top Types of Marketing Videos You Need to Create
There’s no one-size-fits-all marketing video that can help you achieve all your marketing objectives all at once. Choosing the right video type is key to appealing to the right audience with the right message at the right time.
So, what are those types of marketing videos that you should consider creating?
#1. Training Videos
If you offer a product or service that requires some training to use, then creating training videos is a must. These videos will walk your customers through the process of using your product or service and help them get the most out of it.
Training videos are great for the middle stage of your sales funnel when people are starting to use your product and need some help getting the hang of it.
To create training videos, you can either record yourself using the product or service or hire an expert to do it for you. The key is to make sure that the videos are short, concise, and easy to follow.
You might consider using screencast animation and recording software to make the process easier. This will allow you to record your screen and create professional-looking videos without having to invest in expensive video production equipment.
#2. Explainer Videos
Explainer videos are perfect for businesses that offer complex products or services. They provide a high-level overview of what you do and how it can benefit potential customers.
These videos are great for the top of your sales funnel when people are just starting to learn about your business.
More often than not, explainer videos rely on animation to get their message across in an engaging and easy-to-understand way. The key for this video is to break down a complex process and make it digestible for your audience.
Many businesses with complex messages on the IT, healthcare, and real estate industry have benefited a lot from explainer videos.
#3. Behind-the-Scene Videos
People love getting a behind-the-scenes look at how businesses operate. It helps them feel closer to the brand and builds trust. That’s why behind-the-scenes videos are such a powerful marketing tool.
These videos give your audience a peek into what goes on behind the scenes of your business– making your business feel more human.
They can be anything from short clips of your team working in the office to longer videos showing how your product is made.
Behind-the-scenes videos are great for the top of your sales funnel when people are just discovering your business. They help you build trust with potential customers and make them feel good about doing business with you.
#4. Customer Testimonial Videos
Social proof is one of the most powerful selling tools that you have at your disposal. When potential customers see that other people have had success with your product or service, they’re much more likely to take the plunge themselves.
That’s where customer testimonial videos come in. In these videos, your satisfied customers talk about their experience with your product or service and how it’s helped them.
These videos are great for the bottom of your sales funnel when people are ready to make a purchase.
To create a customer testimonial video, you can simply interview your customers and then edit the footage to create a short, powerful video. Genuine and natural customer testimonials go a long way in boosting your conversion rates.
#5. Social Videos
Social media and video marketing go hand-in-hand. After all, social media is all about engaging with your audience and sharing content that they’ll find interesting or entertaining.
That’s why social videos are such an important part of any business’s marketing strategy. These videos are designed to boost your social media branding. You can share them on your social media platforms to generate leads and sales for your business.
You can create quick, interactive videos on platforms like Snapchat and Instagram Stories or live stream on Facebook and YouTube. The key is to provide relatable, up-to-date, and quick content that social media users can easily engage with.
#6. Demo Product Videos
If you’re selling a physical product, demo videos are essential. They show your potential customers exactly how your product works and what they can expect when they purchase it.
This type of video is perfect for the middle stage of your sales funnel when people are starting to learn about your product and are considering making a purchase.
Creating a demo video doesn’t have to be complicated. You can simply set up your camera and record yourself using the product. Remember to focus on the key features and benefits that you want to highlight.
With demo videos, you can reduce cost and time for your support team as they don’t have to constantly answer the same basic questions over and over again.
If you’re in the SaaS industry, you can create app demo videos to show your potential customers what your software is all about, introduce key features, and how they can use it to solve their problems.
#7. Customer Onboarding Videos
After downloading your software, app, or digital product, the first thing people want to know is how to use it. This is where customer onboarding videos come in. These types of videos help new customers understand your product and get the most out of it.
Customer onboarding videos are great for the middle stage of your sales funnel when people are starting using your product and need some help to stay engaged and stick around.
Onboarding videos are usually short and to the point, as people don’t have a lot of time or patience to sit through a long video. The key is to make sure that the videos are easy to follow and understand.
You can create customer onboarding videos yourself or hire someone to do it for you. If you decide to do it yourself, screencast animation and recording software can be a great help.
This will allow you to record your screen and create professional-looking videos without having to invest in expensive video production equipment.
#8. Brand Storytelling Videos
A brand storytelling video is a great way to connect with your audience on an emotional level. These videos tell the story of your brand and how it came to be. They’re perfect for businesses that want to build trust and credibility with potential customers.
Brand storytelling videos are usually longer than other types of marketing videos, but they’re worth the investment.
These videos can be used at the top of your sales funnel to introduce potential customers to your business or in the middle stage to introduce your business to them and remind them why they should do business with you.
To create a brand storytelling video, you’ll need to focus on creating an emotional connection with your audience. You can do this by sharing your company’s origin story, highlighting your company’s values, or featuring customers and employees.
Providing your audiences with various types of marketing videos will help you stay top of mind and continue to generate leads and sales for your business.
Remember that each stage on your sales funnel or buyer’s journey is different, meaning that the type of video you create should be tailored to meet the needs of each stage.
You can experiment with other types of videos to see what works best for your business, but these eight types of videos are a great place to start.
About the Author!
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). You can follow him on Twitter: @breadnbeyond.