As you know (or should know), video sharing is increasing dramatically on the web. Today, the videos that are shared the most are those that are used for entertainment and information.
Your future customers are looking for subtle content that does not encourage them to buy directly. Exit the famous “Buy my product! It’s the best!”.
Here are the 7 types of videos most frequently used by companies in their marketing strategy:
1. PRODUCT/SERVICE PRESENTATION
Videos presenting your product or service are a staple in the world of corporate video, but they are for a good reason. Because they are effective!
A video presentation explains what you do or what you produce. They are relevant to all types of business. A video presentation is usually animated and explains your value proposition simply and clearly.
According to a study by Invodo, 57% of consumers are more confident about buying online after watching a video of the product. More confidence equals fewer returns, less telephone solicitation and more happy customers willing to share their experience with your brand.
There is also the famous Zappos statistic: “by simply adding a video on their product pages, they had an impact on their sales of 6 to 30%”. Just by adding a video. Nothing else! Why wouldn’t you want to do the same?
TUTORIAL OR DEMONSTRATION VIDEO
For many brands, video production starts here. It starts as a way to show the customer how to do something effectively – whether it’s using an online tool, creating a user account, or tiling their new bathroom in time for the holidays.
Simple to produce for the company and rich in useful information for the public, the tutorials and demos fully meet the expectations of today’s consumers. They are explanatory videos that do not directly seek to sell, but rather to inform and advise people on how to use a product.
The production of a tutorial is simple and requires minimal logistical effort (a camera, music, voice-over, actor/model and finally the star product).
Tutorials allow clients to see, in action, what they are trying to accomplish. They can also be used to simplify difficult concepts in the minds of some of your clients. These videos are highly useful not only for affirming your expertise, but also for gathering feedback and for feeding back into search results. For particularly competitive searches, targeting these phrases via video is easier than trying to win the rankings through traditional organic channels. Why fight your way through a crowded door when you can walk in quietly through the next door?
What could be more rewarding than having customers praising your products and/or services?
For your target audience, the testimony of a third party with whom they can easily identify will have more impact than if it is a salesperson talking to them.
Whether it’s one of your clients or partners saying how much they enjoyed working with your company or even your own team explaining how they felt about your latest project. Testimonials are a powerful way to establish proof.
A tip: broadcast them during events, in stores, at trade shows, or after the release of your latest project.
If you have done your job by making yourself useful, then you should have collected a significant number of testimonials that you can use on your site. My advice? Don’t use actors for your video testimonials, they must be authentic.
CUSTOMER TEST VIDEO
A product test video is about the quality of a product: Is it a good product? Does it really have the benefits attributed to it?
Sponsoring a personality on the internet to talk about your product is a risk to take, but it also shows that you trust your brand and in this case your product.
Does the new lipstick from RedLips Corp. really stay on all day? Does the new men’s deodorant really last 48 hours? Usually, it is usually ordinary bloggers/vloggers who take care of testing the products in question and in this case there are only two outcomes: either your product is appreciated by the tester and you come out a winner, especially if it is followed by millions of people, or it lynchs you in front of those same millions of Internet users!
Regarding interviews, what better way to be a leader than to interview other opinion leaders? Interview videos are the ideal way to inject legitimacy into your products/services. They also help to build relationships with reference partners, experts and influencers in your field.
A good interview should follow a set of guidelines like a vlog, but should not appear scripted. A well-made interview video should feel like a “release” for your content, it should at least spark some discussion on LinkedIn.
People like to listen to those they identify as trailblazers! Any advice? Don’t be shy or worried about asking people if you can interview them. You’ll be surprised how many people will jump at the chance to be interviewed.
Event video covers the process of a corporate event, usually B2C, in an aesthetic and very shareable way. Traditionally, event video has been much more expensive than other types of video (usually because it requires a whole team and several cameras), but with the advent of 15-second video formats on Instagram and 6-second on Vine, many companies are starting to film excerpts from their events.
Event videos allow viewers who could not attend to participate and expand the scope of any event exponentially. Think of the Tour de France or the Macy’s Parade in New York City. How many of us have already set foot there? Now compare that to the number of us who know about these events and have seen them year after year because they are covered on television.
Event video coverage increases a brand’s online presence. There are even production houses that specialize in event promotion and shooting.
Small bonus… It also works for your conferences! For example, TED Talks have become so popular that you can even find them on Netflix. But the popularity of these “conferences” is hard to gauge. Are they really popular because of the quality of the speakers and the topics chosen? Or is it because TED is a global platform? (I’m leaning towards the second). That said, a presentation/conference greatly increases the excitement around an event because it adds to the event the usefulness of a webinar to create a compelling and shareable narrative.
OUT OF SCENE
The “off-stage” video reveals the life of your business and the faces of those who make it happen. Highlighting your expertise and showing the backstage of your brand is a good way to humanize the company.
People like to be clients of human and less corporate companies, and video knows how to capture these moments of reality better than any other means of communication. Company birthday or office party, share your moments on your networks, we will love you more!
As you can see, these are only the most common types of videos used in marketing, there are many other ways to integrate video into your strategy. For example, microwalks, FAQ videos or web reports.
On the other hand, you have to forget about direct commercials! The consumer is not fooled, from now on we no longer sell, but we propose, suggest and advise the customer. Therefore, the use of video in marketing strategy is the most effective way to reach its target audience.
With so many ways to make video, there’s no excuse not to make it!
Please do not hesitate to send me your comments. What types of online video have you tried before? What did you learn from them?