83% of marketing professionals believe that video is becoming more important. This is according to a survey conducted by Demand Metric. Since video already creates fantastic results, we expect to be seeing even more interest from our clients as they grow their video marketing campaigns to boost sales. Here is a quick reference to help you target the right type of videos. You can effectively use each video independently, but when considered together, they can create a persuasive campaign.
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.
Why it’s awesome
Generates interest
Runtime
30 – 45 seconds
Because a “vision” video is about more about hitting a specific tone, it is sometimes a cross-over category with culture and thought-leadership videos, but vision videos are shorter in length. The content can focus on how your solution is reshaping the way people work or live, and how it might open new opportunities
Why it’s awesome
Generates interest
Strengthens brand
Runtime
1 – 1.5 minutes
A culture video reflects your company’s brand persona. They are useful for recruiting new talent and publicity. Culture videos touch upon your mission, your goals beyond making money, and reveals your employee’s values.
Why it’s awesome
Strengthens brand
Generates recruiting interest
Runtime
1 – 2 minutes
Social videos live on, guess where? Social media, such as LinkedIn and Facebook. So, it needs 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.
Why it’s awesome
Generates interest
Strengthens brand
Runtime
15 – 30 seconds
Thought leadership videos can be either stock video, live-action, or graphically created. They can include industry-related content such as technology trends that are changing where you do business, how your business/solution is shaping a new space in the industry, or they can bring to life a white paper/case study.
Why it’s awesome
Captures interest
Strengthens brand
Runtime
2 – 3 minutes
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 the solution’s capabilities and benefits.
Why it’s awesome
Captures interest
Runtime
1.5 – 2 minutes
Product tours are often walk-through videos that are more detailed than awareness or explainer videos. The goal is to showcase unique features, ease-of-use, or reinforce that this is a fully functional, real solution. It performs as an excellent segue to requesting a live demonstration and can convert prospects into customers.
Why it’s awesome
Nurtures interest
Converts
Runtime
2 – 3 minutes
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.
Why it’s awesome
Converts
Runtime
1 – 1.5 minutes
Video bumpers sit at the beginning and end of all your video assets to provide brand consistency. They include your logo and tagline. At times the end bumper has a consistent musical sound or tone, which can increase your audience’s recall.
Why it’s awesome
Strengthens brand
Runtime
5 – 10 seconds
