There are SO many differing kinds of movies you can also make to your group. From how-to content material to case research, explainers, and past—the chances are virtually infinite.
Plus, for each completely different sort of video you can also make, there are a number of completely different kinds you possibly can method it from and completely different orientations you possibly can shoot and share it in.
Vidyard’s personal video consultants, Mathew King and Blake Smith, talk about the video sorts companies ought to take into consideration making—and what to think about from a manufacturing standpoint—on this episode of The Video Island Podcast.
To obtain the targets you set out in your video advertising and marketing technique, you’ll want a range of video sorts to meet completely different wants. With the correct mix, you possibly can information potential consumers alongside their journey from consciousness by choice, all with video content material.
1. Explainer Videos
Good for: The early, discovery phases of the client’s journey to educate consumers about your services or products and illustrate why they want it, producing leads, and nurturing potential clients.
Explainer movies (generally referred to as product explainer movies) are a helpful format for explaining sophisticated services or products and rising model consciousness. They are sometimes a high-level have a look at how the product solves an issue.
Because they’re high-level, explainer movies don’t want to present the precise services or products to be useful, which implies animation is a well-liked type selection.
Explainer movies have the potential to be shareable content material property, so intention to make them participating and take a look at to join with viewers on an emotional degree.
You can create overview movies for every vertical or product line you provide. With these, you’re not wanting to make a tough promote or pitch, however somewhat outlining an issue you already know your clients have.
Product explainer movies ought to reply the query “what’s in it for me” from the angle of your purchaser.
Companies like Box have found that a play-by-play walkthrough of your viewers’s precise duties generally is a fairly efficient introduction to the product.
Rather than being about Box instantly, the video focuses on how a marketer can use Box to clear up on a regular basis issues and make their job simpler.
By calling out acquainted eventualities (like a advertising and marketing price range reduce) and the way their answer helps, this video is all about observable utility and serves as a terrific demo which may very well be utilized in follow-up emails to leads who need to see the product in motion.
2. How-To Videos
Good for: Easing folks from the invention part into the actual meat of what you ship.
One of the preferred sorts of academic movies, how-to movies clarify to the viewer how to do one thing. These step-by-step tutorials could be entertaining in addition to informative.
Since query queries are extremely frequent in engines like google, creating content material that addresses them (and optimizing it) is a good way to present up in search outcomes.
Consider creating this sort of video to reply essential buyer questions in your business. You can then use the top of the video to immediate the obtain of a chunk of informative, mid-funnel content material to assist preserve your viewer shifting by the client’s journey.
The content material entrepreneurs over at Kapost do a terrific job with useful how-to video snippets. In quick, informative blurbs they reply questions associated to their specialty.
By turning into the consultants who can reply the query clearly in slightly below a minute, they develop into the parents folks need to do enterprise with.
Jacob Collins, Video Producer at Kapost, explains: “We use video strategically by tying every single video into a campaign, event, or product feature. To maximize potential, we shoot only what we need, and put time into quality over quantity.”
Their movies embody nice calls to motion prompting the obtain of one other piece of content material. This guides folks to the following stage of the funnel the place they’ll study extra in regards to the Kapost answer.
Three. Promo Videos (a.okay.a. Hype or Teaser Videos)
Good for: Brand consciousness, rising site visitors to your weblog or asset-specific touchdown pages, and lead technology.
Most corporations have already got text-based content material advertising and marketing property—like experiences or guides—to promote, and one of the perfect methods to take advantage of of these items is with a enjoyable video designed to promote extra downloads.
Promo movies can work properly for large occasions, digital conferences, and extra.
When brainstorming new content material items, think about the larger story you possibly can wrap these up in, and the top-of-funnel video you might use because the asset’s promo or industrial, so to converse.
Marketing automation software program Marketo created a video to promote their convention, Marketing Nation Summit.
Along with thrilling clips exhibiting earlier editions of the occasion, the video included a private invite from Chief Customer Officer, Matt Zilli.
four. Thought Leadership Videos
Good for: Building thought management inside your business, establishing experience on a given matter, educating your viewers a few specific topic, and making a human connection.
The level of thought management movies is to share a novel perspective so as to construct belief and a following.
These movies want to be genuine and give attention to a degree of view. Sharing experience and beginning a dialog is vital.
Software firm Moz has constructed a model for itself as being consultants in search engine marketing by their highly-popular Whiteboard Friday movies.
A member of the Moz crew explains an idea in entrance of a whiteboard that’s been full of supporting materials. Sometimes the whiteboard contains illustrations, generally it’s extra of a abstract of factors.
5. Webinars and Recorded Webinars
Good for: Educating potential clients about points associated to your business, producing leads to add to focused e-mail lists, and guiding prospects additional alongside the funnel.
Most corporations deal with webinars as digital occasions with digital attendees who’ve registered prematurely to watch the session (producing a lead for the corporate).
Like commonplace webinars, pre-recorded webinars could be scheduled for a particular date and time. Or they will merely be revealed in your group’s web site, whether or not that’s on a touchdown web page, in a useful resource hub, or embedded in a weblog publish.
When planning new webinars, take into consideration how you propose to repurpose them from the get-go. If you need quick movies, design your webinar in order that the recording can simply be carved into bite-sized video clips to be utilized in ongoing content material advertising and marketing packages.
If you construct out matters strategically—mapping every to a selected query a purchaser has alongside their journey along with your product, for instance—these movies can act as the right stepping stone alongside the client journey.
Content advertising and marketing platform Uberflip provides webinars a second life by importing them to LinkedIn SlideShare.
6. Case Study Videos (a.okay.a. Customer Stories or Testimonial Videos)
Good for: The justification and analysis stage of the funnel when consumers are contemplating whether or not you clear up their particular ache factors.
Arguably, case examine movies are one of crucial video sorts in your assortment. Lots of B2B consumers will seek for buyer testimonials once they come to your web site.
Don’t have the price range for a high-production case examine video? Never concern, highly effective buyer tales are nonetheless inside your attain.
Try asking completely happy clients to document a brief testimonial video—answering a number of fundamental questions you ship them—utilizing their webcam.
Vidyard’s Chrome extension is an easy-to-use free device that makes it easy for anybody to shoot a easy video of themselves.
A testimonial is the stamp of approval from different companies and filming an ideal one is the right method to showcase how your answer matches into a number of industries, the way it solves frequent buyer issues, and the way you go above and past (even post-sale) to ship buyer success.
When creating a testimonial video, by no means underestimate the facility of B-roll, ask main questions versus the everyday Q&A, and at all times discover a method to place your buyer because the hero of the story.
Google has a range of mini-case research referred to as Google Stories that present how actual folks use their expertise. Most are lower than two minutes lengthy.
In one, an artist explains how he makes use of Google Street View to paint locations everywhere in the world—and the way he’s created a neighborhood of others keen about doing the identical.
7. Company Culture Videos
Good for: Reaching new audiences in addition to constructing model consciousness and affinity.
Brand and tradition movies are ones that inform your viewers about your model and what you stand for. They’re a chance to have some enjoyable and get inventive. Holiday, about us, recruiting, and firm tradition movies can all match into this class.
For their 200th anniversary, HarperCollins Publishing took viewers by some of their most notable titles in a nostalgia-inducing video that acquainted viewers with the model’s lengthy historical past.
eight. Demo Videos
Good for: Helping consumers justify their choice to buy, e-mail comply with up, lead technology, and addressing the top of the funnel.
Similar to explainer movies, demo movies clarify how your services or products truly works. However, as a result of they arrive in later within the advertising and marketing funnel (sometimes someplace from the center towards the top), they want to be extra detailed about particular options and capabilities.
Product demo movies present viewers the worth of your product, somewhat than simply telling them. In the retail business or different areas with bodily merchandise, this might even embody unboxing movies that showcase the packaging and product, exhibiting potential clients what to anticipate.
Your viewers needs to be nodding alongside in settlement with you always—your aim is to present them you perceive their world.
Vidyard’s Three-minute demo is a good instance of what this sort of video can seem like. We’ve created separate variations to deal with completely different components of our product for various use instances. There’s one every for advertising and marketing, gross sales, help, and safe comms—all included within the playlist under.
9. Personalized Videos
Good for: Surprising and delighting prospects and clients alike and making a private connection.
Personalized video brings the viewers into the story by weaving private particulars for every particular person viewer into the video.
Personalization can embody issues like:
- Headshot or photograph
- Company identify
Personalized video messages can improve response charges, wow clients, and assist your corporation stand out from the gang. Learn extra about utilizing personalised video to increase conversions in our Chalk Talk on the topic.
PortoBay Hotels used personalised video to assist preserve their mailing checklist when General Data Protection Regulations (GDRP) got here into impact within the European Union.
They wanted to get folks to opt-in to receiving ongoing communications from them and knew a fundamental e-mail wasn’t going to reduce it.
PortoBay ran a personalised video marketing campaign that resulted in a whopping 65% of their database opting in for future messages from the model.
The instance under has been personalised for Marta Uceda.
Your group’s video library will embody an assortment of video content material. Start out by selecting a number of codecs you suppose work properly to your model and the story you need to inform, then check to see how your viewers reacts.
Do extra of what works, preserve iterating, attempt new issues, and don’t be afraid to combine and match completely different kinds and kinds to discover one thing that matches your imaginative and prescient—and meets your targets.
This publish was initially revealed on December Three, 2018. It was up to date on October 27, 2019.