Video marketing
The ultimate guide to getting started.
Video marketing trends
As mentioned above, marketers today are focusing heavily on video marketing. But if you are still on the fence about how useful it could be consider some of these important video marketing statistics and facts.
- Video content attracts more traffic than the popular channels in content marketing. Also, it nurtures leads and boosts website traffic on a slashed budget.
One of the reasons video content serves to boost traffic is due to the fact that relevant videos now also play a key role in how major search engines rank a website.
- A website is 53x more likely to rank on Google’s front page if it has videos. Videos increase organic search traffic on a site by 157%.
When it comes to making purchasing decisions, consumers today often rely on videos as part of the process.
- Before purchasing a product or service, 50% of internet users look for related videos. This means that having videos for your products is likely to earn you more customers than without.
Publishing videos to social media platforms also helps to build your audience, instill brand awareness, and promote your products and services to those who might not have been actively looking for it.
- About 5 billion people globally play more than 1 billion hours of YouTube videos every day. Having your brand videos on YouTube can help boost traffic
- An average of 8 billion videos are watched daily on Facebook. With over 2.5 billion users, Facebook is perhaps the most engaging marketing tool known
- 62% of users said that they develop interest after viewing a product on Facebook stories
- 80% of watched videos on Instagram are “how-to” videos
Essentially when done right and with the aid of a professional video marketing company, videos can be instrumental in a brands success.
- Of the 72% of marketers using twitter videos as a marketing channel, 84% of them are claiming that it’s a success
Knowing all of the above, adding video marketing to your digital marketing campaign should be a no-brainer. However, you cannot simply aim to create a video and publish it on Facebook and then sit back and hope it achieves your goals. There is a process in creating an effective video marketing strategy. Following the steps will help ensure optimal benefit from your videos.
Types of video
Simply knowing that videos are a highly effective and beneficial marketing strategy isn’t enough. You must also know what style of video to use, and where to publish it for your audience. The idea that you can simply create a viral video should be dismissed immediately. Instead, focus on producing some or all of the following types of videos.
1. Corporate/branding films
Definitely, a film that should be produced by a professional video marketing company, the corporate branding film will serve to explain your message and ideology in order to give your audience the proper perception of your brand. It will speak to your target audience in a manner that helps them connect with your brand, subsequently improving brand recognition.
2. Product films
Your product films will explain the features and benefits of a product or service you offer. The video also serves to showcase your products and explain how and why they are better than those of your competitors.
3. Testimonial videos
More than just a simple review, the testimonial video tells a story of how one of your products or services helped solve a problem for a customer. The video will serve to influence others that are on their customer journey and ultimately urge them into purchasing your product.
4. Assembly animation and process film
These films provide in-depth instruction to consumers on how to put together and use a product.
5. Social media video
Ideal for increasing engagement with your audience and attracting new potential customers and clients, social media videos are informative, engaging, and/or humorous, and will stick in the mind of your viewers. Better yet, if you create a good video that resonates with your audience, it can potentially be shared amongst thousands.
6. Expert interviews
An expert interview serves to establish you as an expert in your industry while at the same time giving your audience more insight into the company, and its products or services.
7. Webinar videos
A webinar is another way to establish a connection with your audience, dispense information about your company, and increase brand recognition.
8. Commercials
A commercial also establishes a connection with your audience while telling a story and delivering a message.
9. Product reviews
Product review videos focus solely on the product, outlining the most important aspects and features and describing how well the product worked.
10. Behind-the-scenes videos
This video can be used to give your audience a further look into the company culture, detail the process of developing a new product, or show how your team goes about providing excellent services.
11. Sales videos
These videos should be entertaining yet compelling, essentially urging a person nearing the end of their customer journey to make a purchase.
Ideally, any and all of the above types of videos will serve one or all of the following purposes:
- Create awareness
- Educate the consumer
- Increase audience engagement
12. Explainer videos
Explainer video are great for - well - explaining anything basically. If you have a product that is complicated to understand, a cause or message you want to promote or a campaign that needs that extra touch, explainer videos are great.
Take a look at some of the best explainer video examples from companies in different industries and with different messages and goals for their video production. Let yourself get inspired for your next video marketing project.
If it's hard to explain - show it with video
Product films are an ideal fit for manufacturers of products that are very hard to explain. These products are typically big, complex machines used in production or assembly lines. However, we likewise do these films for ‘smaller’ products, e.g. the oven film we made for Kuppersbüsch Hausgerate.
Along with other digital marketing strategies, we give today's people what they want: More and better experiences
When a company like Danfoss sets about introducing a new, technically advanced product, the aim is to present it as simply as possible, whilst also wowing the audience. How then, does the marketing manager manage both challenges? They tell a story! Stories capture people's imagination and illustrate and inspire in a completely fresh way – one which the bare facts simply can't deliver.
Examples from your industry
Go to our industry-specific pages where we've collected all the best images, films, and product configuration examples from four different industries: Furniture, Kitchen & Bath, Home Improvement, and Industry & Manufacturing.
Conclusion
Crafting and launching a successful video marketing campaign doesn’t have to be overly difficult. It just takes a little time and research to first fully understand what video marketing is, what types of videos you can create, and how best to employ them. With the information presented in this guide to video marketing, and with the aid of a professional video marketing company, you can improve brand recognition, increase sales, capture a larger share of the market, and achieve great success.
