Capturing the diminishing attention of your target audience is now more crucial than ever. Video ads have also emerged as a powerful approach for engaging, informing, and persuading potential customers. But marketers often ask: “What kind of videos should we make?”
We’ll explore the effective types of marketing videos, from promotional videos, explainers to interviews, that elevate your digital marketing campaigns and make them engaging and compelling.
Let’s get started!
What Makes a Good Marketing Video?
A good marketing video is more than just good images and sounds. Here are some key factors that make them good:
Clear and Concise Messaging
A well-crafted marketing video must have a clear, focused message that resonates with your target audience. It must avoid overwhelming viewers with too much information; it focuses on delivering a single, compelling idea. This could be a product benefit, a brand story, or a solution to a common problem.
Moreover, concise messaging is easier to remember and more likely to be shared. Use simple language and avoid jargon that could confuse viewers unless your audience can handle more technical details. Keep your video's duration to a minimum, as attention spans are getting shorter.
Strong Visual Appeal
High-quality visuals significantly impact your video's success. Use professional-looking footage that's well-lit and properly framed, but a more general audience also accepts amateur footage, as it can also convey authenticity. Consider hiring a videographer to know what’s best for your videos.
In addition to live-action footage, you can also incorporate animation or graphics to enhance your storytelling. Animation can be used to explain complex concepts, visualize abstract ideas, or create a more engaging and visually appealing video.
Engaging Audio
Audio is the backbone of a memorable video experience. Ensure that it is clear and well-recorded; avoid background noise may distract viewers.
Consider adding background music or sound effects to enhance the atmosphere of your video. This can help to set the tone and create a more emotional connection with your audience.
Call to Action (CTA)
A clear CTA compels viewers to take the desired action, whether purchasing, signing up for a newsletter, or visiting your website. Place your CTA at the end of your video, where viewers will most likely be engaged.
Try to make your CTA as specific and actionable as possible. For example, instead of saying, "Learn more," you could say, "Visit our website to download our free ebook."
Relevance to Your Audience
Marketing videos must be tailored to your audience’s interests, needs, and preferences. They must also be supported by research to identify their pain points, desires, and values.
Ensure that your message resonates with your audience and provides value. Avoid creating a generic video that doesn't connect with your viewers on a personal level. Make your video relevant by addressing their concerns or offering solutions to their problems.
Optimized for SEO
Use relevant keywords in your video title, description, and tags to improve its visibility in search engine results. A video must also be backed up with keyword research to identify popular terms your target audience is searching for.
Consider adding closed captions or subtitles to your video to make it more accessible to viewers who are deaf or hard of hearing. This can also help with SEO, as search engines can index the text content in your video.
Mobile-Friendly
People use TikTok and YouTube more from their mobile devices, so it's essential to ensure your video is optimized for viewing on smartphones and tablets. Use an adaptable video format, such as MP4.
Moreover, consider mobile devices' screen size and orientation when editing your video. Ensure that the content is easy to see and navigate on smaller screens.
12 Marketing Video Types for Your Campaign
Here are some types of marketing videos that you should consider making for your campaign;
1. Product Demonstration Videos
Product demos showcase your product's features and benefits concisely and visually appealingly. Successful demos use high-quality footage, professional lighting, and a well-structured script to guide viewers through the demonstration.
Consider including a voiceover or on-screen text to provide additional context or explanations. Highlight your product's unique selling points and address any potential concerns or questions that customers may have.
It’s suitable for brands with tangible products that require explanation or demonstration, such as electronics, appliances, or beauty products.
2. Explainer Videos
Explainers are how-to videos use animation or live-action footage to explain a complex concept, service, or technology simply and engagingly.
They avoid jargon and technical terms that may confuse viewers. They use clear, concise language and break down complex ideas into smaller, more digestible chunks. They also consider using metaphors, analogies, or storytelling techniques to make their explanations more relatable and memorable.
An explainer video is ideal for startups, tech companies, and businesses offering intangible products or services, such as software, financial services, or educational programs.
3. Customer Testimonial Videos
Customer testimonials feature satisfied customers sharing their positive experiences with your brand or product.
Choose customers who can provide compelling and authentic testimonials. Ensure that the video is well-produced and visually appealing. Consider using a variety of customer testimonials to showcase different perspectives and experiences.
Testimonials are effective for brands that rely on customer satisfaction and trust. It can be particularly valuable for businesses in industries with high levels of competition or skepticism.
4. Behind-the-Scenes Videos
BTS videos offer a glimpse into your company's culture, values, and operations. Showcase your team, workspace, and production process. Highlight the people behind your brand and the passion that goes into creating your products or services. Avoid making the video feel overly promotional or scripted. Let your team's authenticity shine through.
BTS videos are suitable for brands that want to connect with their audience more personally. It can be particularly effective for values-driven brands with a unique company culture.
5. Educational Videos
Educational videos provide valuable information or tutorials related to your industry or product. This could include
how-to guides, tips, or explanations of complex concepts. Use clear and concise language, and break down information into digestible chunks. Consider using visuals, such as diagrams, animations, or screen recordings, to enhance your explanation.
These videos are ideal for brands that want to position themselves as industry experts and thought leaders. Educational videos can help to attract new customers, build trust, and establish your brand as a valuable resource.
6. Animated Explainer Videos
Animated explainers use animation to create visually appealing and engaging videos that explain complex concepts. Animation can simplify complex ideas, visualize abstract concepts, or create a more memorable and engaging experience.
They are suitable for brands with a playful or creative image. Animated explainer videos can be particularly effective for startups, tech companies, and businesses offering intangible products or services.
7. Live Stream Videos
Livestreams broadcast live content, such as product launches, webinars, or Q&A sessions. Live streams can create a sense of urgency and excitement, allowing you to interact with your audience in real time. Consider using social media platforms like YouTube, Facebook Live, or Instagram Live to reach a wider audience.
Livestreams are effective for brands that want to interact with their audience in real-time and build a sense of community. They can be particularly valuable for brands that offer time-sensitive promotions or exclusive content.
8. Interview Videos
Interviews with industry experts, influencers, or customers are recorded to share their insights and perspectives. Interviews can add credibility and authority to your brand. Choose knowledgeable and articulate interviewees, and ensure that the questions you ask are relevant and engaging.
Interviews are suitable for brands that want to establish authority and credibility. They can be particularly valuable for new-to-the-market brands or those trying to position themselves as industry leaders.
9. User-Generated Content Videos
UGCs are social media videos that encourage customers to create and share their videos related to your brand or product. This could include product reviews, tutorials, or behind-the-scenes footage. User-generated content can be a powerful marketing tool as it is authentic and often more relatable to potential customers.
They are effective for brands that want to foster community and user-generated content. It can be particularly valua
ble for brands with a strong online presence and a loyal customer base.
10. Brand Story Videos
Brand story videos share your brand's origin story and values. A brand story can help connect with your audience emotionally and create a lasting impression. Consider using storytelling techniques like flashbacks, character development, and a clear narrative arc.
Brand story videos suit brands with a strong emotional connection to their audience. It can be particularly effective for brands with a unique or inspiring story.
11. Vlogs
Vlogs are videos that share personal insights, tips, and behind-the-scenes content. They can build a personal connection with your audience and establish you as a thought leader. Consider creating a consistent schedule for your vlogs and promoting them on social media.
Vlogs are ideal for brands with a strong personal brand or a niche audience. Vlogs can be particularly effective for individuals or small businesses that want to connect with their audience more personally.
12. Product Review Videos
Product reviews record customers or influencers who review your product and share honest opinions. They can be a valuable source of social proof and help build trust with potential customers. Consider offering incentives or rewards to encourage customers to leave reviews.
Reviews are effective for brands that want to build trust and credibility. Product reviews can be particularly valuable for new products or brands trying to establish themselves in the market.
Why Brands Should Consider Marketing Videos
Here are some compelling reasons why brands should prioritize video content:
Increased Engagement
Videos are more engaging than other forms of content. They capture attention, hold viewers' interest, and encourage sharing.
Improved Search Engine Rankings
Videos can significantly boost your search engine rankings. Platforms like YouTube and Google prioritize video content, giving your brand greater visibility.
Higher Conversion Rates
Videos can effectively convert viewers into customers. They can showcase your products or services, explain complex concepts, and build trust with your audience.
Enhanced Brand Awareness
Videos help you reach a wider audience and increase brand recognition. They can be shared on social media, embedded on your website, and even used in paid advertising campaigns.
Improved Customer Satisfaction
Videos can provide valuable information and address customer questions. This can lead to higher customer satisfaction and loyalty.
Emotional Connection
Videos can evoke emotions and create a deeper connection with your audience, helping your brand stand out and be remembered.
Expert Tips on Creating Marketing Videos
Creating an effective and comprehensive video marketing strategy requires a combination of creativity, technical skills, and industry knowledge. Here are some expert tips to help you produce high-quality videos that resonate with your audience:
1 Collaborate with Professionals
If you lack the skills or resources to produce high-quality videos, consider partnering with a marketing agency like Evolv. They can help you create videos that meet your marketing goals and exceed your expectations.
2. Keep it Concise
Attention spans are getting shorter. Keep your videos concise and to the point. Aim for 30 seconds to 2 minutes for most marketing videos, which depends on the audience and the platform you use.
3. Use High-Quality Equipment
Making great marketing videos requires investment. Look for good-quality cameras, microphones, and lighting equipment to ensure your videos look and sound professional.
4. Plan Your Script
A well-written script must guide your video production. It must clearly outline your key messages, and structure your content. Consider using a storyboard to visualize your video.
5. Incorporate Visuals
For animated videos, use engaging visuals that aligns with your audience interests(realistic graphics or cartoonish) and animations. For videos with footage, consider factors like lighting, color, angles to enhance your storytelling and make your video more visually appealing and engaging.
6. Optimize for Sound
Ensure your audio is clear and well-recorded. Use a good-quality microphone and avoid background noise. Consider adding background music or sound effects to enhance the atmosphere.
7. Call to Action (CTA)
Include a clear and compelling call to action at the end of your video. Encourage viewers to take action, like visiting your website, purchasing, or subscribing to your newsletter.
Final Thoughts
Marketers must understand the different types of marketing videos. By following the expert tips outlined in this guide, marketers can create compelling content that resonates with their audience and drives results.
Let us know how Evolv can help you with your brand videos.
Also, check out our blog page for more insights about marketing and brand-building that win audiences and build a positive and lasting impression.
