We Bring Business 2 BusinessTM
Using Videos
Is it really worth it to use video marketing for your company?
To us, the answer is simple: Yes, it’s worth it. Not only because everyone’s doing it but because video is one of the most versatile and profitable digital marketing tools out there.
Emotionally charged, creative video marketing can be spread on the Internet in a matter of days, getting millions of views, or in a very targeted way to a specific database. This is the whole point of video marketing.
Brand Videos
Brand videos are often created as part of a larger advertising or corporate marketing campaign. These videos are often used as ads on social media to generate brand awareness and increase traffic. They usually aim to communicate the brand’s personality, culture, mission and vision, or products and services. Here’s an example from SCOR Canada:
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Explainer Videos
Explainer videos are used to explain how your product works, and how your target audience can benefit from it. This video from PRISM:
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Event Videos
Does your business ever hold or participate in events? Perhaps you might an industry conference or networking event? Event videos are a great way for businesses to document their experiences and produce a video of the highlights. Here’s a good example of an event from NIAC:
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Live Videos
All the big social networks let users stream live video – whether it’s YouTube, Instragram, Twitter, or Facebook Live. Broadcasting to your social media audience allows you to engage viewers in real-time. It also provides a unique creative opportunity which allows brands to promote interviews, presentations, events, and more. Live video marketing attracts higher engagement rates. In fact, viewers spend up to 8.1x longer watching live video than video on-demand. Here’s an example of a Facebook Live video for business:
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Disappearing Videos
Snapchat pioneered the disappearing video format, but today there’s also Facebook Stories and Instagram Stories. Disappearing videos can add a hefty dose of urgency, which helps capture the attention of your target audience. Plus, the format itself inspires brands to get creative with their Story content ideas. Here’s an example from General Electric:
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Educational or How-To Videos
Educational “how-to” videos can be extremely popular. Use this video marketing format to teach your target audience something they want to know. Brands often use these videos to teach customers how to get the most out of their product, or to build a trusting relationship with potential customers. Here’s one of our “how-to” videos in which we show viewers how to use a Prepared Content Archive for Crisis Communications:
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Demo Videos
Demo videos are all about showcasing your product. Whereas explainer videos tend to sit at the top of the sales funnel by introducing people to your brand, demo videos go deeper. They aim to highlight all of the key benefits of your product or service and often include a call-to-action to encourage viewers to purchase. Here’s an example of how a client of ours, Reliable Life Insurance used video to promote their product Insure My Kids:
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Expert Interviews
Interviewing experts and influencers is a great way to deliver real value to your audience. What’s more, this type of video marketing is a fantastic way to position yourself as an authority at the center of your niche. It also helps to build trust with your target by harnessing the power of social proof. Here’s an example of an expert interview with two members of the NIAC Claims Administration Committee:
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Personalized Messages
When dealing with customer service requests or inquiries from potential customers, smart brands are using video. These personalized messages are far more impactful than a standard email response and can help improve trust and loyalty among your social media audience. We use these short messages to provide a unique, memorable experience for customers. Here’s an example from Cadbury:
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Case Study and Customer Testimonial Videos
Case studies or testimonial videos are a great way to increase social proof and influence your target market to move further down the sales funnel. Your target customers need to know that your product is the perfect solution for their needs. This type of video marketing can help showcase your products and services while also building trust. Here’s an example from one of our clients Wendy Hayden of NIAC:
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Animated Videos
Animation allows complete creative freedom. For this reason, it can be the perfect format to explain difficult or abstract concepts. Additionally, animations can be extremely eye-catching and entertaining. This example demonstrates how we used video to open a webinar we produced to explain a complex subject (Emerging Technologies in the Energy sector) to a global audience setting the stage for the webinar speakers:
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Augmented Reality (AR) Videos
Augmented reality is the name given to videos or images where a digital layer is added to whatever you are currently viewing. The technology was popularized by the video tame Pokemon Go. Although augmented reality is still in the early stages of development, there’s still plenty of potential that brands can harness in their marketing campaigns. For example, Pure Cycles allows users to explore their products using AR:
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Virtual Reality (VR) and 360˚ Videos
Virtual Reality and 360˚ videos are becoming more and more popular. Users can view these videos through devices such as Oculus Rift, Google Cardboard, or simply by using a finger or mouse on their device. Arguably, these videos are currently seen as a novelty. However, as the technology develops, they’re sure to become a more integral and interactive part of video marketing. Here’s an example from Red Bull:
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Video Marketing Can Explain Everything
If you are launching a new product or service, then create a video to show how it works.
Now more than ever before, how you appear online and on social media like LinkedIn and Facebook will determine your ability to attract new customers.