If you clicked to read this, you probably already know that video is one of the most powerful tools in a content marketer’s toolkit to educate, entertain, and engage your audience. And that’s great!
The thing is, to get the most out of marketing videos like whiteboard animations and product demos, you need to use the type of video that fits your strategy’s goals. But there are so many different styles available that it can get confusing knowing which will work best for you and your business’ needs.
That’s why we’ve put together this guide! To help you cut through the noise with seven types of videos that can transform your content marketing plan.
Things to Know Before Choosing Your Type of Marketing Video
While you might be eager to jump into choosing the type of video that can benefit your strategy the most, there are a few things you need to ask yourself before making any sort of decision:
The first is that you need to understand your audience. You can’t create a generic video hoping it will appeal to everyone and expect it to be as effective as a highly customized piece made with your ideal customer in mind.
The second is that you also need to understand what that type of video can help you accomplish in terms of your business goals. Are you looking to nurture brand awareness? Lead generation? Customer delight? These are very different campaign goals, and different types of videos will be better or worse suited to each.
Once you know these two vital things, it will be much easier to narrow down the list of potential video types that could work for you and your business and choose the one that’ll deliver better results.
Now let’s learn more about what each type can do for you!
1. Product Awareness
High-to-mid funnel content is all about getting your product or service in front of new eyes, and Product Awareness videos are a great way to do just that. While touching upon your products and their features, the tone of the video should be lighthearted and humorous — instead of going for a hard sale — and reflect the vibe of your brand identity. This will keep people engaged and encourage them to share your videos with their own connections, thus increasing your potential reach exponentially through video syndication networks.
Best For: Top-to-Mid of the funnel buyers who know what they want but aren’t sure where to get it from yet or why they need it. If you offer a simple solution to a common problem and want that information to reach to a wider audience, this kind of video is a perfect fit.
2. Product Demos
Mid-funnel buyers are making decisions to solve a problem or meet a need, and product demonstration videos are all about showing what you can do for them. These should be short, concise 1-minute-long videos that showcase your value proposition in a memorable way. They can also work well as promotional content to use on social media sites like Facebook, Twitter, LinkedIn, etc. So, make sure to close your video with an enticing call-to-action to draw viewers in further and prime them for conversion.
Best For: Mid-funnel buyers who know they have a pain point but aren’t completely clear on how to fix it yet, and might be doing research about potential solutions and their specs.
3. How-To & Explainers Videos
Mid-to-Low funnel buyers know exactly what they want and how they want it—but aren’t always sure the best way to go about getting it. This is a great stage to use how-to videos, as you can show people step-by-step instructions on how to use your product/service without even touching it. Explainers like whiteboard animation videos also excel here, as their optimized formula excels at educating an audience while moving them toward a conversion. Since these are mostly instructional content, make sure your videos are short and concise to keep attention spans from wandering!
Best For: Low-funnel buyers who know what they want but aren’t 100% confident that purchasing your product/service will provide the solution they are looking for.
4. Brand Updates and Behind-the-Scenes
Low-funnel buyers are very close to making a purchase but still need that final bit of convincing to seal the deal. This is when you can use content that reveals or updates your audience on new developments with your product/service to show them how much consideration and thought went into its design or just give them a closer look at your workforce’s performance. They are great to keep people thinking about your offerings and generate a bit of hype that gives potential customers on the fence that little nudge they need to commit to a purchase.
Best For: Low-funnel buyers who are familiar with your brand and product but haven’t yet decided to become clients for one reason or another.
5. Lifestyle Videos
High-funnel buyers are usually concerned with how a product/service will fit into their lives or help improve it, and lifestyle videos are the perfect type to showcase those elements! These work best as paid ads on social media platforms because they have a clear call-to-action and ‘hook’ that keep viewers intrigued and watching all the way through. They also make great additions to your interactive media content for many of the same reasons. Make sure your production values are high for these types of videos, as you’re going for a polished and professional look to appeal to your ideal customer.
Best For: High-funnel audiences and products that stand to improve or impact your customers’ lives in significant and meaningful ways.
6. Live Streams, Q&As, and Interviews
As we mentioned before, low-funnel buyers are probably already aware of how buying your product/service may solve their problem(s), but still need some reassurance before making a purchase decision. At this stage in the process, personal attention is everything. Answering potential customers’ questions about the value you provide by hosting live streams gives them exclusive access to you and gives you the chance to take questions from a live audience. Holding interviews or hosting Q&A sessions are also great for this stage as they give viewers a first-hand look at how passionate your team is about what you do and provide information that can steer them into a purchase.
Best For: Low-funnel buyers who’ve gone through your whole content funnel, and can benefit from a time-sensitive, more personal content approach to close the deal.
7. Testimonials/Social Proof/Reviews
Mid-to-low funnel buyers are positive that you can solve their problem, but they might want to see proof that your business hasn’t fallen apart overnight or that people like them actually used your product/service and walked away satisfied. Testimonials, reviews, and social proof videos are all about putting the spotlight on satisfied customers. They work as short essays that let them tell the stories of how your brand improved their lives. Use these types of videos as curated content on your website or social media platforms to build trust with potential customers, and make it more likely they’ll go for a purchase decision.
Best For: Mid-to-low funnel buyers who might already be familiar with your offerings but require social proof or an extra nudge to take the purchase plunge.
If you’re looking for a way to overhaul your content marketing strategy, it might be the time to start with video.
The different videos we’ve covered here are perfect for targeting specific stages and needs during the purchase process, depending on where your audience stands. These days, everyone has their own version of what works best when it comes to content marketing, so don’t be afraid to experiment!
Just don’t think of marketing videos as passive content to be published on YouTube and left alone until your next video campaign. Tailor your content to fit your audience and strategy’s goals, and the results will surprise you.