We all understand that video is a highly effective marketing tool. How effective, though, is something that’s harder to grasp. Forecasts estimate that video content will make up 82% of web traffic by the end of 2020.
And if you want your share of traffic going forward, it’s time to start taking that video marketing strategy seriously.
Are you confused about where to start?
Then read on. We’re going to devote this post to the different types of videos out there. We’ll then close off with a comprehensive infographic so that you get a crash course in video marketing.
Types of Videos Online
These are aimed at telling brand stories or building brand awareness rather than selling a product.
These are videos that cover events like music concerts.
These explain how a service or product works.
These are ideal for companies that are unsure about shooting videos with a live presenter. It’s a quick and simple alternative that costs less than a full shoot would.
How to Videos/ Tutorials
These are always popular. Everyone is looking for a simple, step-by-step video on how to do something. Take advantage of this by creating one on a trending topic. For example, “How to Make Chia Pudding.” It doesn’t have to directly relate to your product.
Demo videos show your product in action. It’s one of the most effective ways to sell your product. It saves both your client’s time and yours. There are no pages of descriptions to work through. And, better still, there’s no ambiguity.
Think of it this way:
How would you describe a ball if you couldn’t use the word “ball?” You could use a term like “spherical object,” but it might take a little time to get the idea across. Taking a video of you kicking the ball, however, conveys the basic idea in seconds.
Getting Your Videos Right
Some businesses avoid videos because they believe that they are too complicated to pull off. And they’re right to be nervous. Your audience won’t easily forgive a video that’s in poor taste or badly done. Let’s go over some tips on how to score a home run instead.
Steer Clear of Controversy
Some businesses do court controversy as a means of drumming up publicity. Unless your brand is edgy, we suggest steering clear of it. In general, politics and religion are two topics that you want to stay away from. If you don’t, you might risk upsetting a significant part of your audience.
Get the Lighting and the Sound Right
You don’t have to have a full, professional studio to film in. But do use good quality equipment and pay attention to lighting and sound. Run a Google search, and you’ll find plenty of tips on how to make use of natural lighting.
With sound, consider filming the video first and adding in the commentary later. That way, you can get to shoot in the location you want to, irrespective of how much noise there is in the general vicinity.
It’s All About the Audience
We understand that these videos are your chance to get great brand information out there. The most useful brand-building exercise that you can undertake is to provide valuable content. The aim of this content should be to be useful to the potential client rather than sales-focused.
Think of it this way. Let’s say, for example, that you sell silk scarves. You have a choice of two options:
- Film a video explaining why your scarves are the best and why clients should buy from you
- Create a video on ten different ways to tie a scarf
Which of the above videos would garner more interest from the market in general? Which is more likely to be shared with others? Naturally, it’s the second option. And, even though it’s not technically a sales video, you can use product placement tricks here. Why not have the presenter tie ten different scarves from your range?
Follow the 80/20 rule that you use on social media here as well. That’s 80% useful content and 20% sales content. If you adhere to that ratio, your audience won’t mind the odd sales video that’s snuck in.
Try New Things
Ten years ago, video marketing had to be flawless. If you wanted clients to take you seriously, there was no room for errors. Over the last couple of years, this has changed. Audiences are wary of “perfect” videos. They don’t believe everything that they see.
More importantly, though, they’re looking for brands that they can relate to. So, if the odd mistake slips in during filming, it’s not the end of the world. Don’t try to make everything perfect, but aim for imminently relatable and watchable instead.
Video marketing can be tough at first. That said, the results make it worthwhile. Now that you have an idea of where to start check out the infographic below for even more actionable tips.