Video marketing has become increasingly important to the success of digital marketers in the last decade. With more and more people consuming their content through video, it is essential that businesses capitalize on this trend by creating high-quality videos targeted at their specific audiences.
Online users are captivated by various types of videos, from informative long-form tutorials to short and entertaining TikTok clips. This is reflected in the high engagement videos receive on almost all social media platforms, making video a valuable tool for marketers looking to increase the visibility of their content.
According to social media statistics of 2023, the average person is expected to spend 100 minutes each day watching online videos, equivalent to almost 26 full days of watching videos throughout the year.
While the potential impact of video content on your digital marketing efforts is clear, it can be challenging to determine which types of video marketing will have the greatest impact on your marketing campaigns.
In this post, we take a look at 15 different types of video marketing in 2023 that can ensure your success as a digital marketer: from explainers to case studies, we’ve got you covered! This post also discusses the advantages of utilizing video for marketing purposes and things to consider when making a marketing video.
The Significance And Advantages Of Utilizing Video For Marketing Purposes
There are several reasons why video marketing is so important and effective. First, videos are more engaging than text or image posts, which means they are more likely to be seen and shared on social platforms. Second, videos allow businesses to showcase their products and services in a dynamic and interactive way, helping to build trust and credibility with their audience. Finally, videos are a versatile and cost-effective marketing tool that can be used to reach customers at different stages of the sales funnel, from awareness and interest to decision and purchase.
In addition to these benefits, video marketing also offers several advantages over other forms of digital marketing. For example, videos can be used to tell stories, explain complex ideas and create emotional connections with customers. They can also be used to repurpose existing content and generate new leads, and they can be optimized for different devices and platforms to reach the right people at the right time.
The bottom line is that, video marketing is a powerful tool that businesses can leverage to achieve their marketing goals and engage with customers in an effective and impactful way. Whether you’re looking to increase brand awareness, drive sales or build customer relationships, video marketing is an investment that is well worth making
Things To Consider When Making A Marketing Video:
Before you fire up that DSLR (digital single-lens reflex) camera or open your phone’s camera, you need to know what you ultimately want to achieve with your video content, as different types of marketing videos are more suited for different goals.
Most online video marketing objectives fall into three main categories:
Videos designed to raise awareness aim to put your business on the radar of potential audiences. To be effective, these videos must be captivating, memorable, easily shared and truly unique. If a video becomes widely popular and spreads quickly, it can be considered a “viral video” and falls into this category.
Videos created with engagement in mind seek to encourage a response from viewers, whether it be a like, comment or share. These types of videos often incorporate an emotional aspect to evoke a reaction from viewers. This could be achieved through a captivating behind-the-scenes video that gives insight into your brand or a thought-provoking interview that sparks discussion. The goal of engaging videos is to create a connection with your audience and encourage them to interact with your content.
Educational videos serve the purpose of imparting knowledge and providing valuable information to the audience. For example, a customer case study video can showcase the benefits of your product or service and its real-life impact on businesses. On the other hand, a how-to video can help your customers better understand the features and benefits of your offer, leading to a more successful experience with your brand. By creating educational videos, you can establish yourself as an authority in your industry and deepen the relationship with your audience.
1. Company Culture Videos
Company culture videos showcase the human elements of your brand and offer a glimpse into the daily life at your organization. These videos spotlight the people and initiatives that make your company unique, giving your audience an inside look at what makes your business special. By highlighting your company culture, these videos help to humanize your brand and build a deeper connection with your customers.
2. Interview Videos
Interview videos are a great way to build brand awareness, authority and connect with your audience. These types of videos aim to answer the most pressing questions from your audience through an on-screen chat with a thought leader, customer or team member. You can record the interview in advance or conduct it live and then publish the recording on your social media channels or video platforms. By featuring notable thought leaders or personalities, interview videos help you stand out and demonstrate your expertise in your field. They also offer a human touch to your brand and help your audience feel seen and heard.
3. Feature Videos
Feature/product videos are a great way to showcase the unique aspects of your offerings to potential customers. These videos provide an in-depth look at a particular feature or product, educating viewers and helping them understand what makes your offerings special. With these types of videos, production quality is crucial as they aim to convert prospects into customers. It is important to ensure that the videos are professional and polished in order to effectively communicate the value of your products or services.
Check out the example of how Salesforce utilized a feature/product video to exhibit their Workplace Command Center. Although it essentially showcases a screen share, the addition of professional elements such as editing, music and voice-over make the video stand out.
4. Explainer Videos
Explainer videos serve as great tools to educate people who may not be familiar with your brand and what it offers. These types of videos aim to clearly and effectively communicate the purpose of your company and the problem it solves. By providing a clear understanding of the target audience, the problem they experience and how the product or service works, an explainer video creates interest and urges the viewers to learn more about the brand. A well-crafted explainer video is concise, engaging and presents the information in a way that piques the viewer’s curiosity.
5. Live Videos
Live Streaming videos are becoming increasingly popular in the world of marketing as they allow businesses to connect with their audience in real-time. With the widespread availability of live streaming capabilities on social platforms, companies can take advantage of this powerful tool for a variety of purposes, such as making company announcements, hosting interviews and Q&A sessions and conducting webinars. The interactivity and immediacy of livestreaming makes it a highly effective tool for engaging with your target audience.
6. User-Generated Videos
User-generated videos are a powerful way to market your brand with limited time and resources. By encouraging your followers to create videos using your product or about your service, you can tap into the creativity and passion of your audience. You can hold a contest asking your followers to submit videos, collaborate with influencers or reshare or repurpose videos that your fans have posted organically (with their consent, of course). This approach not only saves time and resources but also builds a strong sense of community and engagement with your brand.
7. Online Event Videos
Webinars have been a staple in marketing for a long time, and for good reason — they are a powerful way to educate your audience on topics that are relevant to them. By delivering valuable information, webinars establish you as an authority in your field and create a deeper connection with your audience. Additionally, webinars can be an effective tool for converting your audience from free trials or content into paying customers. Whether you are looking to generate leads, boost engagement or drive conversions, webinars are a versatile video format that can help you achieve your goals.
Webinars are tried and tested marketing tools that are highly effective in educating your target audience on relevant topics. They can be delivered in the form of a slide deck presentation or a live video call, as demonstrated in the example from Planoly. Another option is to conduct a product review with existing customers or host a roundtable discussion featuring several experts in your field.
8. Tutorial/How-To Videos
How-to or tutorial-style videos help your audience gain valuable knowledge about a process or answer a common question relevant to your product or service. By providing educational content, these types of videos can help build trust and credibility for your brand, positioning it as a reliable and helpful resource for your audience.
A how-to or tutorial video, like the one created by Hubspot, can help simplify a complex topic like content marketing by breaking it down into clear and concise steps. With the use of simple graphics and easy-to-read captions, these videos provide a step-by-step guide that is easy for viewers to follow, making it a great tool for building trust and establishing your brand.
9. Short-Form Social Media Videos
These types of videos are perfect for engaging with your audience and building your brand personality. Whether it’s showcasing your products, employees or company culture, Reels and TikToks provide a creative and visually appealing way to connect with your audience. They are also a great way to reach younger generations and tap into trending topics, keeping your brand current and relevant. With their popularity on the rise, incorporating Reels and TikToks into your marketing strategy can help you stand out on social media and build brand awareness.
10. Testimonial Videos
Video testimonials are a powerful tool for businesses as they provide social proof and credibility to potential customers. By showcasing real customers sharing their positive experiences with a company’s product or service, video testimonials help to build trust and demonstrate the effectiveness of your solution. In a testimonial video, the customer shares their story, including their background, why they chose the product, how they use it and what they like about the company. This type of video helps to humanize the brand and provides a personal touch to the customer’s experience.
11. Event Recap Videos
Event recap videos are a great way to showcase your company’s events, personality and highlight important initiatives. These types of videos can be created from events that your company hosts or attends. You can record and edit a recap video or go live on social media platforms such as Facebook, Instagram orYoutube video marketing to give your audience a real-time look into the event. These videos are an effective way to engage your audience and create lasting memories of your company events.
12. Educational Video Content
Educational videos are a valuable tool for creating original content that aligns with your brand and content strategy. By taking a topic and recording a video instead of writing a traditional blog post, you reach a wider audience and create engaging, informative content. These videos can help educate your audience on topics that matter to them and position your brand as a helpful resource.
One way to create a video is by taking advantage of your successful blog content. This means taking a blog post that has performed well and using it as a basis for your video. A good example of this is what Looka did with their video on how to create a creative name for your business. Instead of writing a new blog post, they took a popular topic and transformed it into a visually engaging video that delivered the same information in a different format. This approach helps you maximize your existing content and reach a wider audience.
13. Case Study Videos
Case study videos are a powerful tool for businesses to demonstrate their impact and value to potential customers. They provide real-life examples of how your company has helped others solve their problems and achieve their goals, effectively answering the question always at the forefront of the customer’s mind: “Will this offer deliver on its promise?” By presenting a tangible success story, case study videos can effectively convey the benefits of your products or services and inspire confidence in your potential customers. This type of video is an excellent way to showcase your company’s expertise, build trust and credibility and ultimately drive conversions.
14. Personalized Videos
Did you know that 80% of online shoppers are more likely to buy from a company that offers a personalized experience?
Personalized videos are a powerful tool for building a strong connection with your customers and improving their experience with your brand. By tailoring your message and content to each individual customer, you show that you understand their unique needs and goals and that you are dedicated to helping them achieve their desired outcomes. Additionally, offering personalized videos can help increase customer engagement, loyalty and brand recognition, ultimately boosting your bottom line.
15. Paid Social Media Videos
Paid video ads are an effective tool for marketers because they allow for a more engaging and interactive experience for the audience. The motion and sound elements in videos capture the viewer’s attention more effectively than a still image. By utilizing videos in their advertising campaigns, brands are able to stand out in a crowded online marketplace and differentiate themselves from their competitors. Additionally, video ads provide more creative freedom to marketers, as they can tell their brand’s story in a unique and captivating way.
The use of animated illustrations is also a trend that is gaining popularity. These ads can help to further engage the audience and create a memorable impression. Animated illustrations also help to simplify complex concepts, making them more accessible and understandable to the viewer.
In conclusion, making videos can be a great way to take advantage of the full potential of the marketing funnel. From attracting new leads with attention-grabbing video ads to converting them into paying customers, videos can play a vital role in any marketing strategy. When creating videos, it is important to be creative and have fun, but also to keep in mind the goals you want to achieve and the impact you want your videos to have on your business.
To maximize the impact of your video marketing efforts, it is important to regularly evaluate and optimize the performance of your videos. This includes tracking key metrics such as views, clicks and conversions. You can maximize your return on investment and build your brand effectively by continually improving your video content.
Creating videos can be as simple as having an idea and a smartphone or a DSLR. So go ahead — take advantage of the power of video and start building your brand today!
Need Help Getting Started With Your Video Marketing Strategy?
Three Girls’ team of expert marketers can create compelling videos for your organization! Contact us today for a complimentary consultation with our CEO, Erika Taylor Montgomery. She’d be happy to share more about how video marketing and other content marketing and public relations strategies can benefit your business!
Special Offer:Sign up for a complimentary consultation during December and receive an Annual Marketing Planning Guide valued at $475! We offer a 30-minute phone consultation with our CEO, and can answer your questions and discuss your specific marketing needs - no strings attached. Call 408-218-2391 or contact us today to arrange your consultation!