Visual content is more powerful and more effective than text based content and highly visual, engaging videos are more effective than images.
The reason for this is that our minds process information better when it's visual and while images might get our attention, videos are better at keeping our attention. Having the right video can also provide more information about the benefits of your brand and what you offer.
In this blog post, we will discuss the various types of video that you can use in your marketing. You migh also be interested in our blog post Do you need videos in your marketing? (which goes more in depth into the benefits of using video in your marketing activities.
What types of video can I use in my marketing?
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.
The opinions in these blog posts are those of marketing professional and book author Darren Hignett.