media update's Pamela Manzenze takes you through five types of marketing videos that your brand needs to consider.
Video marketing is the use of audiovisual content to promote your brand to potential customers by sharing it on online platforms like social media, websites and YouTube. This strategy increases brand awareness by creating a positive ripple effect for your business. This is because customers get to know your brand via the content that you share; for example, a video that gives audiences a look into how one of your products or services actually works.
We are creatures of habit, returning to the brands that we know. And so, the better they know you, the more likely they are to do business with you and spread the word to other potential customers.
There are many marketing videos out there but an authentic, high-quality video is the pick of the litter. Your brand can gain more visibility, generate sales and create more engagement with this kind of content.
However, that’s not all you'll need to consider when engaging in video marketing. Before you pick out a camera or choose an angle for your idea, you need to know which video type will convey the message best to
your audience and will align with your core values as a brand.
With that in mind, here are five types of marketing videos you need to know:
1. Brand videos
These videos can include meaningful stories about your brand through a more personal approach with your audience. This includes things like how and when the company started. You should also highlight the business's strengths in terms of what it does best or some changes it has brought to the industry.
This is important because it shows that your brand has a significant impact in the sector and has the potential of doing great things. By doing this, your brand gains credibility from your customers. Remember, the main purpose of a brand video is to attract customers, and so your content should be aiming to consistently engage.
For example, the
knitwear brand Maxhosa Africa video shares how its business started and the brand's main objective, which is to modernise traditional Xhosa clothing and make it accessible to everyone.
The video also highlights the achievements of the company, like the multiple awards it has won since its establishment. This is great because it showcases what the brand can do, why it's so successful and why it's deemed credible, which makes it easier for consumers to trust and connect with it.
2. Event videos
Use live videos on the lead up to your events by interviewing main speakers or panelists about upcoming initiatives. By doing this, you ensure that your audience
really feels the FOMO. Show what people can expect by creating a video to announce the launch of tickets or to communicate the new line-up and what consumers can expect. Another way is allowing your audience to ask questions about the event on your website or social media — and then publically answering all of them in a video. This could include things like sharing details about the start of the registration process, the theme for the year and hashtags.
For example, the
22nd Standard Bank Joy of Jazz Festival invitation video shares all the details about the event, including its line-up, where people can find tickets, when the event will start and where it will take place.
You can film the event, giving viewers a glimpse of what took place, as well as what future event-goers can expect next time. For example, the
Mandela 100: Global Citizen Festival shared a video after its event. The video showed Capser's performance during the festival where people were all hyped up and enjoying the performance. This could encourage others not to miss out the next time the event is hosted.
3. How-to videos
This kind of video demonstrates to the customer how to use a product or service. This works better when customers already enquired about how to use it —
not when they are uninterested in knowing about the product. Timing the publication of these videos, therefore, is an important aspect to consider.
When creating them, be as clear as you can when it comes to outlining how to use, or gain the most out of, your product. Remember to use examples when demonstrating this step-by-step.
For example,
Lucky Star shared a video on Instagram on how to cook cheesy fish fingers with pilchard. This is clearly demonstrated in the video from beginning to end.
4. Live videos
This type of video is done live, right on the spot. This type of real-time streaming can include interviews, presentations, events, product launches or demonstrations of your offerings. This encourages viewers to engage more by asking questions or giving information in the moment. It also gives a chance for brands to reinforce authenticity by showing who they really are, without any edits. This really makes the viewers want to be part of the show.
You could also win your audience’s trust by being interactive and purposeful with your live videos. Do this by providing exciting giveaways to your customers so that they have something to look forward to.
You can also announce in advance that you will have a live Q&A session, for example, to engage your audience. Additionally, give them a glimpse of the behind-the-scenes process by giving them a live sneak-peek of how the product is manufactured.
5. Expert interview videos
This is where you ensure that you become a reliable source of information for online customers. You should demonstrate industry knowledge and leadership more than you market your product. Do this by involving an expert who is known for thought-provoking speeches or advice in the industry. The message should align with your company's goals.
Take, for example,
Capitec's partnership with Vusi Thembekwayo, who is an acclaimed business mogul and an expert in the finance industry. Thembekwayo often shares his insights on how bankers should take credit responsibly and for the right reasons. Due to his connection with Capitec, and his reputation, he is able to build trust and credibility for the brand as consumers keep him in high regard.
Also, he is additionally sharing insightful information regarding the bank, which also allows clients to know what they're in for and makes the brand appear a lot more credible. The more you educate and inform your customers, the more you will build on a foundation of trust.
Video marketing is a dominant player in online marketing. Do you know of any other marketing video types that can leave a mark for your brand? Share them with us in the comments section.
*Image courtesy Pixabay