Marketing videos have come a long way since YouTube’s introduction and eventually morphed into what we know today as online marketing videos. Gone are the days of just posting an edited version of your product demo reel to YouTube in an attempt to ‘go viral.’ Nowadays, marketing videos are expected to be highly engaging, well-executed pieces of content that can help drive marketing ROI and conversions.
How do I create a marketing video? That is the question. In this article, we will answer it by discussing the various types of marketing videos available today, how to select the right one for your needs, and finally, how to craft a video that will engage and convince your audience to ultimately click on your call-to-action (CTA).
Types Of Marketing Videos
There are four types of videos that you can create for marketing purposes:
- Product demos
- How-to guides
- Responsive videos
Each type of video will have its perks and quirks. However, in general, videos of all types can be leveraged to promote a business, brand, product, or service. Your video’s goal is to ultimately grab the attention of and persuade the viewer to take some sort of action – whether it is to make a purchase, click on a link, or fill out a form.
If you work for a company that makes products, you have probably created a product demo reel by now. A product demo is a short video showcasing the features and functionalities of your product. It usually runs between two and five minutes long.
Some good examples of product demos are:
- Zoopla’s ‘In My Kitchen’ series – https://www.youtube.com/playlist?list=PLRqExVgaWpAzjvqBvtpGgEb_OVBdooA
- Patagonia’s ‘Style’ video – https://www.youtube.com/watch?v=xT_m1-j5l0
- Brunello’s ‘Bottle Of Champagne’ video – https://www.youtube.com/watch?v=n7kZyAgaVg
- Kiehl’s ‘Radiant Face’ video – https://www.youtube.com/watch?v=C6EQlqxUkA
What if I told you there was a way for you to create a product demo without having to create one from scratch? How-to guides are short videos that show viewers exactly how to perform some task or achieve some goal. Think of the most helpful travel videos you have ever watched. Those are all how-to guides.
The best how-to guides are concise yet thorough and include screenshots to further illustrate the steps. When crafting a how-to guide, keep the screen shots clean and simple – no fancy designs or flashy fonts, please. Your video’s goal is to give the viewer the information they need to solve a problem or complete a task. Be sure to include a call-to-action at the end of each video to encourage your audience to click on an action button or take a desired next step.
Did you know that Pixar is responsible for creating most of the short-form videos you may have seen on your phone? Their goal is to bring stories to life through captivating characters and innovative technology. One of their acclaimed stories is Toy Story, a movie that revolves around Woody, a cowboy doll who helps out Andy, a young boy who has lost his mother. The storyline is accompanied by gorgeous animation.
Other notable creators of animation videos are Gipsyopcraft’s Night Sky and The Old Man and the Wolf, which teach children how to identify and name celestial bodies as well as the difference between fact and fiction. You can also enjoy traditional 2D anime like Dragonball and Yu-Gi-Oh! If you have a specific animated video you wish to use for marketing purposes, check out these creators’ portfolios and see if they can help.
If you run a business that sells online or via social media, you may already be familiar with the importance of mobile video. Video is frequently the best way to reach potential customers on their mobile device. Therefore, it makes sense to develop a responsive video so that it looks great on any device.
There are several responsive video platforms like Vidyard, which were originally designed for agency use but can be useful for small businesses as well. Having a responsive video allows you to create a single piece of content that will look great on any device. When someone visits your website or opens your email, they may see a video with a short description enticing them to click on a call-to-action to learn more. If you are looking for a tool to create a video catalog of all your product videos, Vidyard is a great option as it allows you to upload multiple videos and offers analytics to track video performance.
Video Platforms To Help You Create A Marketing Video
Do you have a YouTube account where you can post your product demos and how-to guides? If so, you can use the platform’s sophisticated editing tools to integrate various video effects, music, and text to create a polished product demo reel. You can also use this platform to engage your audience by offering them value by providing them with helpful information or educating them about your product or service.
If you have ever shopped at Nordstrom, you may have seen their ‘Look’ videos. Nordstrom creates short-form videos to engage customers with behind-the-scenes footage of their stores. They use a sophisticated editing tool to create these quick videos using various props, shots of the products on display, and beautiful models to draw the viewer into their world of shopping. While there, simply hover over the products you’re interested in to see detailed product info.
Create A Video For Each Stage Of The Customer’s Journey
Depending on your product and the type of video you want to create, you may need to consider the following stages of the customer’s journey:
- Attracting the buyer
- Showing them the value prop
- Demonstrating the feature set
- Persuading them to make a purchase
- Encouraging them to engage with your content
- Tracking their progress
- Enjoying the experience
For example, let’s say you are selling car insurance. If you want to create a video that will attract new customers, you may want to start by discussing the general concept of insurance and how it can benefit them. You can then dive into a more specific segment like travel insurance or car insurance and provide the viewer with an informative yet entertaining overview of the product.
From a marketing standpoint, a good video will engage and educate your audience while also encouraging them to take some sort of action. If you can accomplish that, you will have succeeded as a video marketer.