In today’s high-tech world, if you want to level up your game when it comes to marketing your business, you’re going to need to know how to create effective marketing videos, of which there are many different styles.
Effective videos capture your audience’s attention more thoroughly than any other type of advertising, so it’s essential to produce a professional quality video to showcase your brand. Whilst video production can be a lot of work, it’s well worth the effort to have a final product that portrays your product or service in a professional, creative and memorable way.
The most classic style of marketing video is a 15-30 second commercial, commonly known as a ‘spot’. A spot’s content can vary widely depending on the story you wish to tell and what your brand represents, but the fundamental purpose of them is the same – a spot video can be distributed practically everywhere. Spots can be broadcast on TV, before YouTube videos, or even before the trailers at the movies.
The key to a spot’s success is to make sure that it is immediately engaging and to tell your story concisely and effectively in a short amount of time – like this video.
A 15-30 second video is also perfect for sharing on platforms like Instagram and Facebook. With a run time that’s not too long but not too short, it really hits a sweet spot for use on social media, which is likely to be where you will be focusing your marketing efforts, as opposed to the huge costs of launching a commercial campaign on television.
With the benefit of visual communication comes the ability to physically demonstrate your product, and this is where a product demonstration video comes in. Demonstrating how your product works give your customers the help they may require, whilst also showcasing your product’s feature and benefits.
Demo videos like this one by Google Nest Hub can use animation which can be very effective and many feature a passionate, charismatic host. These videos can really benefit from a zany approach, so get creative!
If your business offers a product or service that isn’t immediately easy to understand, then explainer or training videos might be a vital component to your strategy. Equally, you may simply want to create a professional, quality video that walks clients through a process to make choosing your service an even easier decision, like this one from Portico Direct.
Many explainer videos are animated, but they don’t have to be! Showcasing the ease of working with your products or services via explainer videos is a great way to emphasise the benefits of choosing your business.
If there’s an interesting process that occurs behind the scenes regarding your product or service, then you can use it very effectively to draw in the attention of your customers – like this video from Red Wing Shoes:
You can share how you create or craft your products or how you source ingredients, for example – the more you include your potential customers in the process, the further invested in your brand and offerings they will become!
A video that presents your company’s culture serves two important purposes. Firstly, it will highlight your company’s ethos, which markets your brand as a whole, rather than a specific product or service.
Secondly, these videos can capture the attention of exciting new talent. Sometimes it’s important to consider that you are not only marketing to customers, but to potential employees – people who will buy into your company’s culture and ethos and become essential to your business’s growth.
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When a potential customer sees your existing customers passionately vouching for your product or service, it’s likely that they will imagine themselves having a similar experience. Check out this video The Gorilla Glue Company made of a customer’s experience using their products:
Excite new customers about the prospect of using your product or service by having an existing customer rave about it. Additionally, including your best customers is a great way to show them how much you appreciate their business and loyalty!
If you’ve got a team of passionate and dedicated employees, go beyond the token website headshot and blurb and showcase them in an engaging video like this one from Otter Box:
These videos portray the heart and soul of a business over and above its agenda to make money. When employees express a passion for the brand and business they represent, as well as the community they serve, it says a lot about the trustworthiness of the company.
Merging the dynamics of a culture video with a behind-the-scenes production, a short doco gives people an in-depth look at the talent, people and processes that go into your business.
If multiple businesses or brands are included, your customer bases are cross-promoted, which results in a win for all involved.
By hiring an ambitious commercial video producer, drafting a script, and enlisting a couple of local actors, you could rent film and photo locations to create a short film that accentuates your brand. One of the many benefits of a branded short film is that you get to host a premiere! Invite your business’s email list along with all cast, crew, and employees, throw in some popcorn and you’ve got yourself a launch event!
Similarly to a short film, a web series is scripted videos that revolve around your brand or business. They are typically the hardest to produce, but they are a very unique way to market a business. A hairdresser could chronicle the shenanigans of the staff, or a rom-com could play out at a local yoga studio .. .the possibilities are endless!
Each video runtime needs to be quite short to keep the attention of social media users, and the content needs to be serialized – whether it’s a continuous story or a string of one-off episodes.
Whether you are looking to share your vision, promote a new product range or connect more deeply with your customers, a professional, high-quality video can achieve it. Build your brand in a more dynamic and inclusive way by bringing potential customers into your business’s world through the power of video production!