Marketers have always known that video has an edge over other marketing tools. Videos are more educational, entertaining, emotional, and forge deeper connections.
It’s little wonder then that video has been dominating online content trends. 69% of marketers say video is an important part of their strategy. It should be since people are predicted to watch 100 minutes’ worth of videos every day in 2021.
(Image Source) So, video is indispensable. But, where do you begin? There are a ton of formats to choose from! And, each one of those ways seem as good as the other.
Indeed, video marketing can seem very intimidating. But, there are a few video types that are always a safe bet. Given below are four videos and how they can help you take your marketing to the next level.
The In-Your-Face Video
Video marketing works best when made to work as a part of an organic business growth strategy. In other words, the videos need to be compelling enough for people to share them.
Lately, some brands have tried a new approach, and it has worked rather well. Specifically, the Dollar Shave Club’s “Our Blades are F***ing Great” campaign.
What’s so in your face about this? Firstly, the ad features the CEO of Dollar Shave Michael Dublin, instead of any actors. He does a brilliant job of conveying the idea.
The video is of the explainer variety but, it’s the delivery that sets it apart. Dublin is hilariously on point about feature redundancy plaguing shave-tech products. And, he’s also in-your-face about how consumers are wasting our money on it.
The ad, which has over 27 million views is a great example of the KISS (Keep It Simple Stupid) philosophy. And that’s our takeaway – sometimes simplicity is very effective!
The Company Culture Video
Today, customers want to associate with brands trying to make a difference in the world. It’s no longer just about the products and services.
While company culture videos are usually used as a video marketing strategy for recruitment, they can do wonders for sales-related marketing too.
60% of millennials want their purchases to be an extension of their personality. Brands must showcase the context in which their products or services exist to connect with them.
Company culture videos show what values an organization believes in, and what problems they are trying to solve. But, a culture video can be hard work. The video needs to show how you work but also connect with the audience.
One great example here is Bamboo HR’s “Lead a Balanced Life” video. Their video shows how Bamboo helps its client’s employees lead better lives, complete with interviews.
Finding a good work-life balance is just about the hardest thing there is. And, it’s what Bamboo has turned into its USP. Their message is inspiring and connects with working adults who want to have more time with their families.
Take a step back and think of what problem your organization is trying to solve. Chances are you have already written at length about what changes you want to see in the world. To save time, you can simply repurpose existing content on your company’s ambitions to create a series of culture videos, too.
The Customer Testimonial
Testimonial videos are so important as they present a neutral third-party perspective. The testimonial is more believable for your audience because it’s coming from one of them. Unlike a company, a customer opinion is honest and not tainted with self-interest.
In fact, 72% of consumers won’t even act until they read a review. And, 91% of millennials trust online reviews as much as friends and family.
There are really some great examples of video testimonials that you can use as inspiration. Hubspot’s Customer Success Story series is a great example here.
The digital marketing company creates new videos on how their customers succeeded using Hubspot’s services.
What sets Hubspot’s videos apart from the competition is the depth to which each story goes.
While most testimonials stick to immediate benefits, Hubspot’s videos show the customer’s back story. They also went deep into what they were trying to accomplish and what challenges they faced.
The 360 Video
The reason video is effective is because it brings the viewer closer to your message. But, they still perceive it on a 2D monitor. Virtual reality (VR) on the other hand, takes things to the third dimension, enabling us to sit right in the middle of the experience.
VR has made a huge comeback in the past few years thanks to affordable, high-res consumer headsets.
While VR games take the spotlight, 360 content produced by brands is slowly catching up.
Even Youtube, Facebook, and other social media sites allow users to upload VR content straight to them.
Given the sheer immersion possible in VR, it offers a far greater opportunity for forging deep connections.
You’re probably thinking about how VR might even apply to your marketing needs. There will always be use cases for such content.
For example, the Room VR tour by Nippon Airways shows off the airline’s business class section. Viewers can instantly feel like they are standing inside the cabin to get a much better feel of the place.
VR content is ideal for real estate developers, event producers, ed-tech, news companies, and streaming services.
Additionally, VR can be used to demonstrate physical products far better than regular 2D video as well.
At this point, video is the future of digital marketing! But, the challenge lies in executing share-worthy ideas and executing them within your brand’s budget.
Even so, it’s the idea, not so much the production value that counts. The Dollar Shave video mentioned above cost $4,200 to make and a single day to shoot. To this day, it’s one of the most influential and watched marketing videos on the Internet.
The bottom line in marketing is does your video answer the audience’s questions? If you can drill to the core of your market’s problems, then the content for the video should just take care of itself.
We hope you’re inspired to incorporate more videos in your marketing in 2021.
About the Author: Vikas Kalwani is a product-led growth hacker and B2B Marketing Specialist skilled in SEO, Content Marketing, and Social Media Marketing. He is a mentor at 500 startups and Newchip Accelerator. You can connect with him on LinkedIn.