5 Video Types Every Brand Needs

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Cut through the clutter! Marketers love to prompt businesses to create engaging content using this command. Today, video is the medium of choice. We are told that brands will fail without video. In reality, many brands also fail with video. It takes a lot more than a smartphone and a social media account to unearth video success.

Video marketing takes time and ample amounts of research, strategy, testing, and optimization. But there is no simple video marketing formula that works for every business and no sure-fire combination of video types. That said, if there were, it would contain video types from these 5 categories.


Brand/About Us Videos

What is a brand video?

In its most basic form, a brand video conveys product and/or service information about a company. A good brand video should convey much more. It should be an authentic piece that invites viewers on a quick journey of discovery and help prospects and current customers connect to the core messages in emotional and memorable ways.


Why create a brand video?

o   Video types such as this help to mold opinions of your company in the minds of key constituents through a well-crafted message.

o   They possess the power to evoke emotion unbeknownst to the viewer. Visual elements, music, choice vocabulary, and clever cuts can enhance recall and elicit action.

o   They will generate interest in your company’s offerings today and influence brand preference tomorrow.

o   Branded video instills confidence in your team, investors, and purchasers. This trio will become key brand advocates.

o   They engage prospects, stimulating conversation and driving shares across influencer networks.

When to use brand video

The best time to use a brand video is when you are trying to influence those in the consideration phase of the purchase funnel. In this phase, the audience seeks information to help them decide between particular brands, making it a good time to introduce them to your Unique Value Proposition (UVP).

Where to distribute/promote brand video?

In the consideration phase, consumers are actively comparing brands. This takes place largely online for most industries which makes your website, retargeting campaigns, and paid searches prime channels for brand videos.


Testimonial Videos

What is a testimonial video?

Testimonial videos capture customer success stories. They are often interview-style declarations of positive experiences but take many forms –from animated reenactments to Q&A montages.  An effective testimonial video will build a level of trust with the prospect that the brand can’t do in solitude because it holds the value of social proof.

Why create a testimonial video?

o   People don’t trust marketing materials but they do trust one another.

o   Video far surpasses text when it comes to enticing shoppers to consider a purchase even if it is coming from a third party reviewer.

o   Success stories have the power to convert. Abandoned shopping carts are a problem throughout the industry, which is a sure sign that generating interest can’t stand alone if you are going to seal the deal.

o   Stories of experiences and brand interactions engage your prospects, stimulating conversation and driving shares across influencer networks.

When to use testimonial video?

This particular video and similar video types should be used when trying to reach businesses and individuals in the consideration and purchase phases of the funnel. In the consideration phase, prospects are weighing their options. A solid testimonial can give a company a leg up on the competition. In the purchase phase, people just need a little nudge before purchase. Stories of the satisfaction of other users will reinforce that the transaction would be a good decision.

Where to distribute/promote testimonial video?

Basic human triggers must be activated before shoppers give up their credit card information. Thankfully, videos are particularly effective motivators. When watched at the right time, they are highly successful in driving the next click and feeding confidence of purchase decision. Prospects willing to watch a testimonial are usually ready to buy; they just need a little assurance. This makes the point of purchase (both on and offline) a fantastic place for a testimonial. Consumers also search for reviews online; so paid search ads, YouTube, and your website should all be considered as testimonial distribution points.


Educational Videos

What is an educational video?

An educational video is exactly what it sounds like. This video type is an automated, audio-visual forms of customer service. They should be produced with the goal to inform and educate prospective and current clients and other partners. They include demonstrations, how tos, new uses, best practices, frequently asked questions, and tutorials. Sometimes, they are produced as a series of videos to keep viewers up-to-date and informed.

Why create an educational video?

o   Not only will your customers appreciate your attentiveness but they will feel more confident in their purchase. A satisfied customer will be your best brand advocate and lead generator.

o   Video empowers you to control customer expectations and operating costs by explaining your products and/or processes in detail.

o   Satisfying buyers’ curiosity further inclines them to reward you with their business.

o   A video that walks a person through complicated steps is much more inviting than page after page of instructional text.

o   Educational videos engage prospects, stimulating conversation and driving shares across influencer networks.

  •    When to use educational video?

Video types such as these can be used at every phase of the funnel but it is important to note that different types of educational videos might work better in particular phases. For instance, a thought leadership web series might draw in prospects at the top of the funnel and keep the interest of those at the end of the funnel whereas new-use and how to videos will only be relevant for those who have already or are deeply considering purchasing your product or service.

  •    Where to distribute/promote educational video?

Think of where your intended audience goes to self-educate. YouTube! Because, what’s easier than typing in a query and being delivered a myriad of videos that can walk them through a problem step-by-step. Pinterest is also quickly gaining ground in this realm, where DIYers flock to discover new projects and how to demonstrations. That said, your website and point of sale shouldn’t be forgotten. Consumers are coming to expect learning centers on brand websites, especially those without straightforward usage. Current customers should be targeted with new uses directly through an email campaign or popular social media platforms such as Twitter, Facebook, or Instagram.

Promo Video

What is a promotional video?

Promotional videos are those that draw attention to an organization, brand, product, service, idea, or anything else. The main purpose of video types in the promotional realm should be to elicit a response, so they usually contain a clear call to action but are often a first touch point for a prospect, so is essential to make a emotional connection using production elements that appeal to the intended audience.

Promotional videos fail when brands overlook the need to make a human connection before making sales pitch. Our advice: Slow it down. Engage your audience with a story. Presenting your brand strengths and motivating purchase intent can happen simultaneously.


Why create a promotional video?

o   Advertising and promo videos drive purchase intent.

o   Video enables you to inform a highly targeted audience about your company’s product or service offerings (and, of course, your time-sensitive promotional incentives).

o   Video has the power to evoke emotion unbeknownst to the viewer. Visual elements, music, choice vocabulary, and clever cuts can enhance recall and elicit action.

o   A lot can be demonstrated in a short amount of time through the use of compelling video “snapshots” of your company’s products or services.

o   Video can drive awareness and act as an extension of your brand and people.

o   Your potential customers are busy, and time-starved people loathe interruptions. Thankfully, it’s in their nature to appreciate entertaining, informative, or personal communications, which can serve you in grabbing their attention despite their aversion toward distractions. With the strategic use of advertising and promotional videos, you can speak directly to these people—your future customers—on their own terms, and through their preferred medium.

  •    When to use promotional video?

Promotional videos are most effective when used to reach prospects at the top of the funnel. Relaying your UVP to those in the awareness and familiarity stages can serve the purpose of making them aware of a need they didn’t even know they had and entice them to take the next steps.

  •    Where to distribute/promote promotional video?

You’re an intelligent being, so we don’t need to tell you to go where your audience is. At the top of the funnel, they might not even realize they need a particular product or service that can be provided by you or a competitor, so they certainly aren’t going to your website to research it. Paid views and clicks can be a very effective way of reaching people online and broadcast spots haven’t died yet. Often, the key is taking a multi-screen approach. Today, people watch television with at least one other device in front of them. So, when they see a commercial that piques their interest, it would be a pity if they searched for more information online and came up empty-handed. Just make sure you are prepared with content for when they reach the next phase of the funnel!

Culture/ Internal Showcase Videos

What is a culture/internal showcase video?

In a many cases, an organization’s most important assets walk out the door at the end of each workday. In business your team is everything—a fact that places extra emphasis on your recruitment and hiring, retention and training processes. Strategic videos that showcase internal culture create tangible, actionable interest among prospective (and current) employees, and help them reach their highest potential and find personal fulfillment in the work they accomplish.

A word of advice: this video type will fail when hatched with faulty assumptions. For example, hiring managers often fall into the trap of thinking it’s an “employer’s market,” but the reality is otherwise. When developing videos that showcase internal culture or procedures, ensure the final product accurately represents your company.

Why create a culture/internal showcase video?

o   Those who attract the best talent usually attract the most business.

o   HR videos bring in quality talent and energize from within.

o   Video engages and has the power to elicit emotion. Use it to shape opinions regarding your organization in the minds of current and future employees, partners, and customers.

o   Sought after companies become the target of top talent. Companies are able to generate interest in your firm’s career offerings and ongoing career development through captivating stories, employee testimonials, organizational benefits, and company values.

o   They provide a “snapshot” of your company’s culture as well as its products, people and process.

o   Through careful targeting and distribution, video acts as a hiring filter. Strategic and transparent video will attract candidates who are a  “good fit” with your company and avert those who are not, saving valuable time and resource allocation.

  •    When to use culture/internal showcase video?

Videos that promote the internal culture and processes satisfy the needs of a multitude of stakeholders. They can be used throughout the entirety of the sales funnel to reach prospects and are especially effective when purposed for the consideration phase when buyers are carefully weighing their options and looking to connect with a brand. A company tour that shows the process of product development and introduces the viewer to the employees will assist in making that connection. These types of videos, especially those that showcase the company culture, are also very effective when used to reach customers in the loyalty phase of the funnel to maintain an ongoing relationship.

Company showcase and culture videos may serve an even greater purpose internally, where they can be used to recruit, train, and boost company morale. Competition for talent is fierce. Presenting a company in front of top candidates at the right time and place via channels that actually yield results is no simple task. When it comes to training and retention, there are few mediums that are as effective at helping people learn new skills and appreciate the values of an organization as video.

  •    Where to distribute/promote culture/internal showcase video?

When intended for buyers in the consideration phase, these types of videos are best suited for the website. Videos purposed for those in the loyalty phase should be placed on social media or distributed in an email campaign.

If, on the other hand, the videos are for the eyes of recruits and employees, the distribution will vary depending on the ultimate purpose. Some should be accessible on the internal network for onboarding and continued training. Others may be sent directly to applicants to act as a hiring filter or directly to employees to inform and/or increase company morale. Recruitment videos are usually most effective when placed on the careers page of a website or a career networking site such as LinkedIn. Although, depending on the scale of the recruitment, many companies opt to do paid advertisement with their recruitment videos to generate widespread interest.

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