Blog post | Video Marketing Guide

Nowadays video is so readily available that it is becoming the marketing channel of choice for many brands.

Gone are the days of video being a luxury marketing tool. Today, video is a must have resource to put some punch and welly above your competition.

Google and social media channels have taken note and it’s time for any marketing director to approach video with a new way of thinking.

Here’s some interesting stats from Shakr

  • Social video generates 1200% more shares than text and images combined
  • Firms that use video enjoy 41% more web traffic than those that don’t
  • Companies that use video marketing grow revenue 49% faster than those that don’t
  • 70% of marketers say that video generates more conversions than any other form of content
  • 74% millennials find video helpful when comparison shopping

So where do you start? With so many different forms, it’s one of the most versatile mediums but can also be a scary prospect for people starting to dip their toe into video marketing.

We’re here to help but explaining the types of videos you could utilise in your marketing strategy and why they work.

Promo ‘Why us’ video / ‘Who we are’
Videos work because they can show visitors what you and your company is all about. They don’t just tell; they show. This is an opportunity to get all the positive messages surrounding your brand, company, ethic and people across to the audience in just a few minutes and in an engaging way.

Mercieca

 

Sevenly

Tart/Talks

 

Interview video
Interview setups can be used in a variety of ways: case study scenarios, selling a service or product, representing a business at a live event; the list goes on. The key to the success of filming these is to really know your subject so you can engage fully when interviewing and make the interviewee feel comfortable.

FIS Vox Pops

The Race to 5G – University of Surrey

Interview with Pulitzer Prize-Winner Viet Thanh Nguyen

Product Explainer
Product explainer videos can be essential in getting the message about your product and service across, quickly and in an engaging way. These are usually 2 minutes in length and get straight to the key point within the first 20-30 seconds.

Baggage Solutions

Comprobo

Wolters Kluwer

Quadro

Spotify


When Spotify “landed in the U.S.”, they released a great intro video to promote their music app. Best of all, it has no voiceover, just a great soundtrack and fun visuals!

Reddit Mobile App

Case Study videos
Case studies are a compelling way to show the success story that is your product or service in the context of a real world scenario. The usual format is, tell us the problem, and how was it solved, and of course the positive outcome. Video case studies are a great way to create sales and convert leads.

FIS Eftpos

gosuperfast.campaign.gov.uk

Tutorials
Tutorial videos are sometimes the best way to take a customer through a process, step-by-step. But allowing them to rewind and go through it all again if needed. They need to be clear, with a voice over and clear visuals.

Teamwork

POS videos
Video can be used in-store to assist customers and the sales team, to access useful information, up-sell or introduce other products. Balance iPad app is designed to help customers and sales assistants in store, allowing them to access the product catalogue, check stock, and help with sizing issues. Nike’s interactive store in London’s pop up Boxpark mall uses motion-sensitive mirrors which display footage of local runners wearing products from the store as customers walk past them. It also uses interactive touchscreens to allow customers to access further information about products, and order online.

New Balance

Nike FuelStation

VR videos
Virtual reality typically refers to the generation of realistic images, sounds and other sensations that replicate a real environment or create an imaginary setting. VR simulates a user’s physical presence in this environment. It is “a realistic and immersive simulation of a three-dimensional 360-degree environment, created using interactive software and hardware, and experienced or controlled by movement of the body” or as an “immersive, interactive experience generated by a computer”.

Science Museum

360 video
360 degree video is an immersive media technology changing the way a viewer interacts with live streaming video, video on demand, online training sessions, virtual tours or other video production applications.

Toms

BMW

Swimming with Bears, National Geographic

 

Vlogs / User generated video
Mainly centred around social media, companies encourage consumers to submit photos or video, with the reward of being featured on social media accounts or the company website. These types of campaigns spur high user activity, which in turn generates more sales.

GoPro

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