5 Videos Every Marketer Should Have

Awareness videos are excellent for introducing your solution or brand. The goal is to attract your audience before trying to educate them. You can use these videos as part of a campaign that drives your audience to other assets.

Thought leadership videos, whether stock video, live-action, or graphically created, strike a tone that projects the “vision” for your products, company, or industry, such as reshaping how people work or live. They often include industry-related content such as technology trends that are changing where you do business, how your solution is shaping a new space in the industry, or they can bring to life a white paper or case study.

Explainer videos are useful for educating your audience. When they get to this stage in the sales funnel and watch this video, they’re ready to learn more about your solution’s capabilities and benefits. These videos can also take the shape of product tours that walk-through capabilities in more detail. The goal is to showcase unique features or ease of use. It performs as an excellent segue to requesting a live demonstration and can convert prospects into customers.

Social videos live on, guess where? Social media, such as LinkedIn and Twitter. They need to grab attention in the first 2-3 seconds and be effective playing without volume. Often created as a series, these videos can be about any quick bit of information such as a new product feature, a product use case, or to promote a company initiative. Because time is short, social videos should clearly represent your company, so they benefit from a branded frame, often called a bumper, that sits at the beginning or end of the video.

These videos can be a single testimonial, or a series of various people edited into a narrative with a compelling message. They work well for addressing obstacles and making prospects comfortable. It’s good to develop a library of stories so you can target the right use case and industry for specific audiences.