When creating videos for marketing, there are various types of videos you can use. The type of video you use will depend on your objectives and other factors such as who your target audience is.
Here are some of the most popular and most effective type of videos you can use:
(Note: You may come across different names for some of these videos. We mention some of the alternative names where possible).
Also known as dynamic illustrations or explainer videos. Animated videos can contain cartoon-style drawings and animation such as a hand, writing the words across the screen. Animated videos are normally very short (up to 2-3 minutes) and have a very high tempo.
Animated videos are great for explaining how a product or process works which is why they are referred to as explainer videos.
Here’s an example of an animated video we did explaining how Google Search works.
Animated videos are great for keeping the attention of your target audience but on the downside, they don’t have real people in the videos and possibly lack the personality of some of the videos mentioned below. A video featuring you, people in your business or your customers talking about your service allows potential customers to become more familiar with your brand and to build a stronger bond.
Corporate videos are a great way to show how professional and established a business is. These videos tend to be longer than animated videos and for best results, they are typically up to 10 minutes long. The video might include shots of the offices, the manufacturing or design areas, staff and possibly customers. A mixture of music and spoken audio (whether that’s someone in front of the camera or a voice-over) brings the video to life.
Corporate videos promote the brand and the company as a whole. They are useful for presentations and for showing to potential clients when bidding for business as they give valuable insights into how the business can help.
These types of videos, however, aren’t usually the most exciting videos, and they only connect with customers on a higher, possibly more superficial, level.
Is your product or service any good? How can anyone trust that you deliver a good service or that you will deliver on your promises?
The ultimate way to do this pre-sale is to be referred to and recommended by another customer who thinks what you have done for them is amazing. Of course, this isn’t always possible and many potential customers will find you through various marketing campaigns and channels. Having testimonial videos on your website and that you showcase on social media is a great way to convince people to buy from you.
A testimonial video involves having one or more customers on camera explaining what you did for them, the benefits and how it made them feel. Videos can be as short as 20 seconds with one customer or as long as 1-2 minutes with several customers giving very brief feedback.
The main challenge with testimonial videos is having customers who are willing to go on camera and finding the time and resources to record and edit the video. Having written testimonials is much easier and still powerful, but nothing is better than seeing a customer saying how delighted they are!
Live (and recorded) social videos
These types of videos can vary in style and length. They can be the ‘on-the-fly’ style videos - you’ve probably seen the guy walking down a busy street using the camera on his phone, telling you what he is up to and sharing his top tip or thought of the day. They can also be a carefully planned out Facebook Live video recorded from your office that lasts anything up to an hour! (personally, I think that anything over 20 minutes is too long but there are circumstances where longer videos are needed).
Live videos are great for engaging your audience on social media and allow your fans to build familiarity with you and your brand on a personal level. Done properly, they can even be recorded and used in an Ads campaign to promote a service or special offer.
One speaker personal videos
This type of video is very similar to Live social videos. The only difference is that they aren’t live. These videos typically involve one person, talking on camera about a topic that interests your audience. This might be a special promotion you are running or it could be providing some great advice. A business coach, for example, might do a quick video to discuss the importance of delegating or how to motivate and lead a team for effective results.
Presentation style pictures and sound
There are a number of apps available that allow you to upload images and select a background soundtrack. The app then creates a video which involves playing the images in a sequence with the background soundtrack. You can also add overlay wording and special effects such as having an image fade out or zoom in. Using these apps are generally low cost and relatively easy to make compared to hiring a professional. They are also very effective but lack the personal touch that live social or testimonial videos provide.
Presentation style videos are great for presenting products such as tasty food dishes for a restaurant. They are also great for providing a summary of a blog post that you have written.
At Think Twice Marketing, we convert many of our blog posts into a video you can watch. See the video at the bottom of this blog post! We also offer this as a service to customers. Get in touch to find out more.
Desktop/Webinar style videos
Webinars involve sharing your screen, PowerPoint slides and possibly your face on the screen. They are a great way to interact and explain how something works and are often used with an educational focus. These videos can be used as part of the sales process by capturing leads (the people who attend your webinar, for example). Webinars can be delivered live or pre-recorded and hosted online, for example on your website.
GIF images are very short videos with no sound. You can source ready-made GIFs from websites such as Giphy and you can also make your own GIF image by using a third-party app to combine images together. GIFs are great for social media and email marketing as they are quick and easy to source and can grab the readers attention. You might point out that they aren’t really a video as there is no sound, they just bring images to life and they are very short but we have included them as they can provide a sequence of images like a video and they provide animation.
Above are the main types of videos you can use in your marketing. It’s important to use the right type of video for your objectives and to plan in advance what the video will include. You don’t, for example, want to start a live video and then realise that you aren’t sure what you want to cover in it!
If you would like help understanding how to use videos in your marketing, get in touch. We are happy to help.
In the past 8 years, I have certainly had many challenges creating and writing content for customers but it has given me the opportunity to refine the process so that better content can be done more efficiently. Here are 7 great tools you should consider:
Grammarly - Avoid bad spellings and grammar with this great app. You can integrate Grammarly into your processes, whether that's gmail for emails. your app you use for scheduling content or Google Docs. Although it annoys me from time to time when it isn't right, it's the best I've used and I couldn't live without it.
Stencil - This online app helps you quickly create images for social media as well as images for your website or email marketing. As well as Stencil, Canva is another tool that's more popular as well as Pablo (from Buffer) and Relay.that.
The ezgif app allow you to resize, crop, shorten and even convert videos from GIF to MP4 and much more!
Ezgif - This online tools has the strap line 'animated GIFs made easy' but it's more than that. If you have ever tried to upload a video to Twitter, Facebook and Instagram you are most likely to have come across issues such as it being too long for Twitter, not square enough for Facebook or too short for Instagram. Sigh! The ezgif app allow you to resize, crop, shorten and even convert videos from GIF to MP4 and much more!
WhatFont - This Chrome extension allows you to hover over wording on any website and see what font is being used. If you are creating images with wording then you can make sure your brand is consistent by using the same font throughout.
Eye Dropper - This Chrome extension is similar to WhatFont but is for colours. Add the extension, visit a site and hover over a part of the site and it will show you the colour as well as provide you with the exact colour code which you can then use in your image design or web coding.
Rawshorts - There are various solutions for creating fun, educational and promotional videos and Rawshorts is worth considering. The free version has limitations (no surprise there!) but it's good enough to create some great looking videos. Some of our animated videos on YouTube were created with Rawshorts.
Lumen5 - Quickly and easily turn your blog posts into a video - or add a video version to your blog posts! All you have to do with Lumen5 is add the URL of your blog post (or copy and paste the blog wording) and this handy app will break the blog post into multiple frames and add images based on the wording. If your wording says 'how to cook a great dish' then it will return images related to cooking or a kitchen. Make some changes and add some background music and you are ready to go!
These are just a selection of useful tools and based on our experience but if you would like to share your experience of other apps why not get in touch or share it with us on social media? Don't forget to tag us when you do.
Get in touch if you need help with your content marketing.
At Think Twice Marketing, we often get contacted and told 'we need help with our marketing, can you post on Facebook and send out some emails for us'. And while we are happy to help, it does highlight a worrying trend that businesses have come to believe that marketing is mostly about the online channels that can be used, but it's a lot more than that!
When I graduated in International Business, a course that was very marketing focused, I went on to work for larger corporations in what could now be labelled traditional marketing. I accept that a lot has changed since then but what I learned and performed in terms of marketing included:
- Developing products and solutions that met the benefits of the customer
- Understanding customer needs and how the customers' mind works
- Integrating sales and marketing activities as a single unit
- Pricing a product inline with it's perceived value and in a way that maximises profit
- and much more!
The average social media marketer might not, for example, understand how the whole lead generation process should look, how power words such as 'now' or 'limited' make a difference, what the best colour is for a call to action button (orange is usually best) or that black conveys professionalism in artwork while blue conveys trust. That's not to say that the marketer isn't smart, it's that focus is on how social media works and how content should be formatted and scheduled.
Marketing has required skills in many areas, so a video agency or an SEO expert isn't expected to understand how to develop a marketing strategy for a customer or why customers behave the way they do. As a business grows, think twice about who you hire and how they can help. If you are serious about business growth then an expert is social media, video marketing or SEO should be considered but having a marketing manager who looks at the bigger picture and brings the many marketing elements together should be a top priority!
The opinions in these blog posts are those of marketing professional and book author Darren Hignett.