What is Video Marketing? In a nutshell, online video marketing means adding videos to your online marketing efforts. But that is where the simplicity ends. You see, due to the increase in mobile traffic, as of 2018, videos were responsible for 52.2% of all internet traffic. That is a huge increase from the previous year and there is no sign that video marketing will be slowing down anytime soon.
Now, interesting enough, even though mobile video watching is higher than desktop; engagement is actually higher on the desktop. According to Cisco, mobile and desktop combined will make up a whopping 82% of all internet traffic by 2021. As a matter of fact, a Facebook executive recently predicted that the platform will be all video in less than five years.
Not only are people watching more videos, but they are also watching a better quality video!
Fortunately, you do not have to be very concerned about that. Why? Because if you are targeting the right crowd and you understand your user profile, you really do not need super fancy, costly videos. One thing is becomeing obvious about videos used for video marketing, the simpler and more raw they are, the more authentic the content seems…that’s what seems to really matter to your audience. Besides, you can shoot high-quality, 4K videos using your smartphone.
Video Marketing Types:
So before aimlessly wasting time creating videos, let’s go over the different video marketing types. Understanding them will help you set some clear goals when creating videos.
1. How-To Videos
How to videos, also known as Educational or Instructional videos are a way to teach or show your audience how to do or make something online. The videos show exactly how to do it. These types of videos can also be used by your sales and service teams to build a knowledge library to work or support your customers.
2. Animated Videos
An animated video is produced using moving images, an example would be cartoons. There is less of a rigid structure to them since the goal is to get the message across more than the standards of practice. For this reason, they are a fantastic way to show complex or abstract concepts. So if your business offers products or services that are hard to explain, an animated video may be the right solution.
3. Explainer Videos
Explainer videos, on the other hand, are designed to demonstrate how your product or service solves a problem for the end user. They “explain” the transformation your company creates for them. This type of video focuses on helping your audience understand why they need your company to solve their pain. This doesn’t always have to be an obvious explanation with voiceover artists explaining every step. Sometimes, it can be a completely visual story with no talking at all.
4. Demo Videos
Demo videos explain how your product or service works. The idea with demo videos is to tell a story and show customers how to solve a problem or how your business makes their life simpler. You can show them a tour of your product or service or even demonstrate how your products perform compared to the competition.
5. Brand Videos
A brand video is used to build brand awareness. Unlike direct response, where the goal is for the customer to take some kind of immediate action, brand videos are used to showcase the company itself. The goal is for your audience to connect with your brand and build emotional affinity. Brand videos done well, will influence the demand for your products and build long-term loyal customers.
6. Live Videos
Live videos, also known as live casting or live streaming, broadcast to an audience in real-time over the internet. They generate high engagement and can be used for interviews, live presentations, events demonstrations, gaming, showcasing your business facility and so much more. The more viewers participate, the more engagement and successful the live video will be.
7. Event Videos
Event videos is a video production capturing social and special events onto video by a videographer. They can be used not just for social events such as weddings, but also for business gatherings, conferences, masterminds, fundraising events, presentations and so much more.
8. Expert Interviews
Creating videos when interview industry experts or thought leaders is a phenomenal way for your business to build trust and authority. This type of interview can be one-on-one or held by a large group. It can be formal or informal and held over the internet, or in person. The key is to create a video and share it with your audience.
9. Case Study and Customer Testimonial Video Marketing
One of the best ways to show (and prove) that your business is capable of delivering is to create a case study or provide customer testimonials. These videos will not only build massive trust and authority for you and your business but most importantly it will reduce buyer resistance or buyer remorse. What better way to prove your capabilities than have those that used your products or services brag about it!
10. Personalized Messages
Personalized video messages are a great way to engage in a conversation with a potential client. You can recap or advance a potential sales meeting, creating an exceptional experience for the prospect. The video message can even be delivered via email or text. This is the ultimate customer engagement and it usually leads to an enjoyable purchase journey generating a higher ROI.
11. 360° & Virtual Reality (VR) Videos
With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring a real estate property or meeting the owner. VR allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.
12. Augmented Reality (AR) Videos
In this style video, a digital layer is added to what you are currently viewing in the world. For example, you can point your phone’s camera in your living room and AR would allow you to see how a sofa would look in the space. The IKEA Place app is a great example of this.