Where do I advertise my branded videos
12 different video styles that will professionally promote your products
Video marketing is an essential tool that all businesses and marketers should use as the primary component in their marketing mix. When used in conjunction with email marketing and SEO, video is an extremely viable tool for attracting potential customers and clients, growing your customer base, and improving your ROI.
But while videos are indeed an effective marketing strategy, knowing what type of video to use and where and when to post or distribute it is also important. A professional-quality video may look great, but if it's marketed the wrong way or to the wrong audience, it won't be of much use to you.
Free Checklist: 7 Steps Checklist for Your Video Marketing Strategy
It is also important to distinguish what an actual marketing video style is and what is not. In today's video-obsessed culture, too many words are thrown around to describe videos that are not really proper terms. For example, videos for mobile devices, viral videos, YouTube videos, Snapchat videos, or content marketing videos are not actual styles of videos. Rather, they are terms used to describe how the video will be viewed through a distribution channel or platform, or how popular it can be.
What actually makes a marketing video is a certain style with a certain goal or focus, e.g. B. increasing brand awareness, attracting new leads, providing important information to consumers or presenting a brand, product or service. Ultimately, marketing videos can be categorized into three main types:
• Videos that get attention - Fun, memorable videos that your target audience will remember long after watching them.
• Videos that educate the consumer - These can provide instructions on how to best use a product or how to get the best results from a service.
• Videos that increase audience engagement - These videos invite or involve consumers to participate in discussions, leave comments or provide some other form of valuable input.
Take a look at these 12 different styles of video to use to promote your business and products, and think about how to best use them to get the most benefit.
12 types of video content
- Corporate film / branding video
- Product film
- Assembly animation and process film
- Social media video
- Expert interview
- Live talk
- Commercial / promotional film
- Product review
- Behind-the-Scenes Video (BTS)
- Sales video
- Explanatory video
1. Corporate film / branding video
A strong corporate branding film can convey your corporate ideology and create emotional value in the minds of consumers. As a professionally produced film, branding video should serve as the cornerstone of your image as it will play a huge role in conveying your message and values while at the same time establishing your corporate identity.
Consumer perception is a big part of the customer journey - the steps a customer takes before making a final decision to buy. The branding video is used to create a connection with the consumer by helping to portray the company not as a faceless entity but as a physical identity made up of a philosophy, a corporate culture and behavior, an appealing design and other characteristics that embody your brand as a whole.
Essentially, the corporate branding film should appeal to your target audience in a way that helps them connect and identify with your company's message.
Corporate branding films are best shown on your corporate website, but can also be distributed via social media and video marketing platforms where they can establish themselves in a permanent location, such as LinkedIn or YouTube. You can also link your branding video to related promotional events to further increase brand awareness.
Example of a corporate film - promotion for Feldhaus Klinker
With this company video, the viewer learns that Feldhaus works with bricks, we see that it is a company of considerable size and influence, we meet the employees and get an impression of their global business. But we also get a clear feeling when we see the video, which reminds us that even bricks are made by people who are very involved in their work and have high ambitions in the manufacture of their product. Click here to watch Feldhaus corporate video.
You might also be interested in: "Find out more about our service: Company videos"
2. Product film
A product film is the ideal way to focus on the features and benefits of a particular product or service. The film enables you to go in-depth and explain in more detail how a product works, what problems it solves and what benefits it brings to the user. Since video is an extremely effective means of generating leads, and over 80% of people say they made a decision to purchase a product after watching a video, the product video is an excellent way to showcase your products and differentiate them from similar products differentiate in the market.
Share product videos when launching a new product or service in email marketing campaigns, on social media platforms, and on the product page of your website. You can also link to the product video from a press release about the launch of a new product or service.
You might also be interested in: "Find out more about our service: Product film"
Two examples of two very different products
Two products that couldn't be more different. And their product films can look just as individual as each product is. But get an idea for yourself:
1. Novenco and the flying mascot
Sometimes we have to think outside the box to explain the complex ingenuity of some specific products - Optimal Air Flow would be an example of such a case. So we thought: "What is air-sensitive, easy to recognize, relatable and can be subjected to the story of a shifting air flow? Meet our winged friend - the Novenco fly. This little guy became so incredibly popular that he is now your mascot." for the optimal air flow is.
2. AJ Products - suprisingly more
AJ Products is visualized in parts and as a whole, and its functions are shown in a lively way so that your customers can recognize the intended use and present it in their own warehouse. AJ Products wanted to show the possibilities of this new product and it really turned out to be the ideal way to showcase it at trade shows and live up to their slogan "Surprisingly more".
• The problem the customer was having
• Why they chose your company
• How your product or service helped solve your problem
• Main features and benefits of the product
These videos will often play a huge role in influencing the buying decisions of others on their customer journey. Share it on your website, on social networks, and via email marketing when the testimonial will resonate with a large part of your target market.
4. Assembly animation and process film
Demonstrating how to assemble or use a product, which often requires instruction or explanation, is an excellent way to encourage a potential customer to purchase a product. Many customers are often reluctant to purchase a product that appears difficult to use or assemble. But with an assembly animation or a process film, you can easily and creatively demonstrate how easy the assembly really is and how easy it is to use the special features of a product.
Post these videos on your website's product pages, on YouTube and other video platforms that have how-to videos, and on your blog, if you have one. Optimize SEO in the title and description of the assembly animation or the process film so that it delivers top results with organic search queries.
You might also be interested in: "Find out more about our service: assembly animation"
Example of assembly animation
Magnet is one of Europe's largest and England's leading kitchen design experts. With more than 90 years of experience, Magnet offers kitchens for all tastes and needs that Cadesign form should stylishly present with the help of 3D animations.
5. Social media video
Social media videos are among the top four videos marketers are investing in in 2020. They serve to increase audience engagement, which further increases brand awareness. Over 90% of brands attribute new customers to social media videos. That's because the right video can quickly grab attention and be shared among potentially thousands.
Create engaging, entertaining, humorous or engaging videos that showcase your brand while addressing the wants and needs of your target market. Tell a story, create a series of videos as part of a social media advertising campaign, or describe an amazing experience related to one of your products or services.
• Social media videos offer a number of advantages - It's easy to see why marketers are focusing on these types of videos more than ever.
• Brand awareness - Grow your audience and increase the connection between your brand and your audience.
• Get your audience involved - Today's consumers want more than just competitive prices for high quality products and services. They also want a positive experience of engagement with the companies they want to do business with. That's why videos on social media are the perfect way to get more engagement and awareness.
• Social media videos are measurable and cost effective - There are a plethora of analytical tools out there that make it easy for you to measure the impact of every single social media video. And since a lot of social media videos can be evergreen (they can be viewed and will still be relevant for many years to come), it's also a very inexpensive medium.
Examples of videos made for social media posting
1. Dali headphones
DALI has been manufacturing high quality hi-fi speakers since 1983. They are designed, developed and produced in their factory in Denmark. Driven by a passion for music, it is important to show your products in the best possible way.
2. Wonderland beds
How do you sell the dream of a durable bed? For most people, they would want to lie in the bed before buying the bed, and especially when you know that it is a particularly good quality bed with fantastic comfort, which is what Wonderlands beds are.
Note: When creating social media videos, don't focus on creating something to go viral. Viral video phenomena are a tricky thing, and if you're more concerned with creating something that you think will go viral, you could fail to make a social media video that actually represents your brand benefits in a more efficient way.
6. Expert interview
Expert interview video is a way for you to tell your own story that not only connects you with your audience but also establishes you as an authority in the industry. This will help instill confidence and reliability in the minds of consumers and increase the likelihood that they will buy your product or service.
Expert interviews should be engaging - the interviewer should ask several questions that will encourage the expert to talk about things that would interest the viewer. It doesn't hurt to also ask a controversial question or two so that the video continues to stand out and be more popular.
The expert should also answer specific questions about a particular product or service, explaining what the benefits are, how it solves problems, when or how it should be used, and who else is using it. By helping listeners relate to a product or service, you are better serving the listeners by providing them with the information they need to make a decision that ultimately solves a problem or a wish or a need met.
It's also important to create a good flow throughout the interview. One question should lead to the next in an easy transition and finally end with a solution that gets the consumer to think more about the brand and / or its products and services.
Expert interviews should be published on blogs, guest posts on other related industry blogs, on YouTube and LinkedIn. Be sure to use SEO in the title and description to improve findability.
7. Live talk recording
A live talk can be a great tool to increase the ROI of your marketing video and drive traffic to your website. A typical online seminar is an online presentation, question-and-answer session, or conference that takes place live and in which the audience is often invited to participate.
It's a great way to connect with your audience, put a friendly face on the company, convey useful information all at once, and thus increase your brand awareness.
A live talk can also encourage a brand to expand its customer base and - depending on the content - build authority and expertise in the industry. Live talks are also usually longer than many other marketing videos, with an average length of 30-60 minutes.
Users connect to the talk's livestream link and can use the platform's messaging tools to ask questions or chat with attendees. Depending on the platform, a live talk can be followed by 50 and possibly thousands of participants.
Here is an example of how we used the livestream here at Cadesign form to connect with both current and potential customers;
A free online seminar is a great tool for lead generation, selling, upselling, and of course, engaging with your audience. Schedule a live talk well in advance and advertise on various marketing channels to generate excitement. Even if many consumers are unable to take part in a live talk, the recorded session can later be published on blogs and video platforms.
It's also a good idea to schedule a surprise or two for listeners to keep them excited and increase the potential for sharing after the talk is over. Offering an exclusive download, such as an eBook, or granting a discount on products or services to participants is a good way of ensuring optimal participation.
8. Commercial / promotional film
A commercial tells a story that presents your brand and a product or service in a way that catches the audience's attention and gives them an important message. Commercials can reach a wide audience and can be published on television, the Internet, or both.
The idea of filming a commercial may seem like a lengthy and costly endeavor, and in truth it used to be.But thanks to the internet and technology, these days it has become much more cost effective to produce and publish a beautiful, professionally filmed commercial that has many marketing video benefits.
They can be a great starting point to explain complex products or as a lure for consumers who come to your website to learn more. Commercials give you an opportunity to be really creative, but you need to have a purpose in mind and be a hero in the commercial. Is the hero a speaker or the product itself? What will the hero do, and why is it relevant to the consumer? What will the consumer learn from your commercial? What will make your commercial stand out?
These are just a few of the questions that you need to answer before your advertising concept can be developed. It is best to work with a professional marketer before embarking on any venture like this for the best results.
Example of a commercial
Because of Danfoss' innovative marketing experts, they are ready to take risks and do unusual things. Fortunately, we're also ready to do the same thing that leads to this encapsulating advertisement.
Danfoss has made the grace of ballet symbolize the excellence of its IMC Integrated Motion Controller. The use of storytelling has enabled Danfoss to simplify its otherwise rather complex products.
9. Product review
A product review differs from a testimonial video in that it focuses solely on the product itself and not the reviewer. Product reviews should also be short and to the point - viewers tune in because they want to hear about the product, not a bunch of other fluff. The unwritten rule of thumb is that anything longer than three minutes for a product review is too long and viewers are likely to lose interest.
Product review videos should be honest and informative - they should discuss the properties of the product and explain why they may (or may not) be better than any other product. If there are negatives, try to make up for them with positives. It is not always likely that some of the properties of your product are the best on the market, but your product may have properties that other products do not have. Mentioning these can be the deciding factor for a consumer.
Most importantly, product reviews should be honest and lively - they shouldn't appear like the host is reading from the script.
Post product review videos on your website's product pages, YouTube, and appropriate social media channels in response to or in conjunction with other posts about the product. Product review videos are also great for guest blog posts.
10. Behind-the-Scenes Video (BTS)
These videos are great for giving your audience a glimpse of the real work culture within an organization. This way, consumers get a better sense of the company values and the faces behind the talent who develop the products or provide the services they want.
Your entire work environment can provide a lot of information to the consumer if the video is recorded correctly. They can also be useful for showing potential hires the work environment and attracting new prospects as your business grows.
A good part of the BTS videos are a couple of employees talking about their working life and remarkable work experiences that make their company enjoyable and unique.
The main point of this video is to further increase brand awareness and / or show the real evolution behind a product or service. For example, a video could focus on the craftsmanship and skills of your team working to take a particular product from conception to completion.
Example of a BTS video
At Danfoss we knew we were about to create something different. Something that has not existed in the industry before. So we decided to shoot a behind-the-scenes video to give our audience a glimpse into how we work.
11. Sales video
Sales videos can sometimes be tricky because you want to make them convincing and entertaining while also conveying information that might not be very exciting. But the key to good sales videos is remembering that by the time you might be showing a video, the prospect is almost complete. So it's okay to have a little fun with your sales video.
After all, the consumer is so far behind the journey with you; they don't have to hear the same sales jargon in a video. A promotional sales video that doesn't weigh too much on sales and actually entertains can often do the trick of closing a sale.
When creating sales videos, it's also important to stay true to your brand at all times. Something different from all of your other branded videos and messaging will only confuse and potentially dismiss the consumer. Also, try to get the consumer involved in a video from the start. Asking a question at the beginning is one way of doing this; Getting personal is another. Engagement is still important at all points in the customer journey, so involving your customers in the sales video through a testimonial or two will also help you achieve your goal.
12. Explanatory video
Explanatory videos are great for - well - basically explaining everything. When you have a product that is complicated to understand, a cause or message that you want to promote, or a campaign that needs that little bit of extra something, explain videos are great. Here is an example from Schur making flexible packaging solutions:
Or take a look at some of the best corporate explainer video examples
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