According to Vidyard businesses and marketers who used video content ended up growing revenue 49% faster than non-video users in 2017. We’re entering a “post-text world” where multimedia started dominating every media channel. In other words, using writing to communicate with your audience will quickly become obsolete and out of style.
In terms of your business objectives this means updating or even completely reinventing your digital strategy. It’s pretty normal to feel overwhelmed and not know where to start. To make your start as smooth as possible it’s nice to identify your business objective.
The easiest way to do this is to describe the goal for any video (or series) you plan to create in a single sentence. That way you can pinpoint your major business goal and easily target your audience.
Generally, there are three main types of video content to accelerate engagement:
Awareness => When producing videos with awareness in mind the main goal is to get on your customers’ radar. These are videos with high-entertainment value and appeal to wider audiences.
Engagement => Videos in the engagement category are meant to sparkle reaction of any kind, be that a like, comment, or share. They play to the viewer’s emotions.
Education => In these videos the audience is taught something. If we target potential customers, it may mean a customer case study or how-to video for targeting current customers.
With all this in mind, let’s analyze different video content you can leverage to increase traffic, exposure and target audience.
1. Round-up video content
Video content is the most trending digital marketing medium used to promote brands and increase visibility. Also, it’s probably the best way for your content to go viral. By doing that you can boost your site’s conversion rate significantly.
Roundup videos have potential to go viral because they are lists curated around a theme, like for example this content “The 9 Best Restaurants in Barcelona” or “The Very Best Fitness Gyms in London”
However, when we talk about round-up videos, the most effective:
=> are mix of different video techniques describing places, products and people;
=> are short around 5 minutes or less not to bore the audience;
=> are varied giving a range of options so there’s something for everyone;
Travelocity has a beautiful round-up video featuring the best restaurants in San Francisco. It gives quick and entertaining view of the best restaurant in SF, at least in their opinion. So, next time viewers are going on vacation, they are likelier to use the platform to book a flight, hotel or package.
2. Company Culture Video
If you would like to show your customers a way of your organization’s values, mission, and your team members, a video showcasing your culture or introducing many team members may be a solid selection.
These videos give people understanding why your company is completely different and strengthens their whole loyalty.
Company culture is important. It tells potential hires WHO you’re and what you represent. It sets expectations, making it easier to make up your mind in case you’re a good fit for their employment opportunities.
Company culture is a lot more than awesome workplace or team activities. It’s about the employees that work that work in the company. They are the make or break factor. This video shows Basecamp for who they’re, company of sensible, hard-working folks that create jokes, software and can’t tell one kind of coffee from the next.
Simply you tell individuals what your core values are, and help them decide whether or not they need to send their resume or close the tab.
3. Video Emails
Just using the word video in your email subject line increases open rates by 19% and click-through rates by 65%. And it’s hard to ignore a video message, especially when every other message is a standard work email.
An effective video email is usually around 1.5 long. Introduce yourself, explain why you’re reaching out, and quickly explain new features of your product in the video.
The easiest way to share a promo video using email list is to embed it. The problem you can encounter, though, is that most big email providers like Gmail, Outlook and Yahoo don’t support embedded video.
In case you don’t want to create a brand-new video for every prospect, consider making a few you can reuse again and again. They can be separated by customer type — you might film one about blogging advice for content marketers, another about social media for community managers, and another about branded content for advertisers.
An example of one of fun Biteable mailout videos promoting new scenes.
4. Explainer Video
Explainer videos are short videos that explain your product or service quickly and effectively.
They’re ideal to introduce yourself to your target audience, your product and showing them how working with you will improve their lives. They are at the top of the marketing funnel but can be used on your site, social media, paid campaigns to generate awareness and increase conversions.
Explainer videos are very popular not just among big brands but also with smaller scale companies and startups. They offer very easy way and a guarantee that a potential interest will convert into sales.
They can walk your viewers through a process or answers a common question and are great for building brand credibility and getting your audience to trust you.
For start, come up with a list of questions your buyers might have. Pick one that’s relatively straightforward and shoot a short video explaining it. This PandaDoc explainer video works like magic.
There is no better way to promote your product and appeal to the public as with animation videos. By creating an animation video not only companies try to stay longer in our memories, but they also show off their creativity and give emotional stimulation.
Animated video is an engaging instrument that develops your brand story more comprehensively. From a psychological point of view 65% of people are visual learners, and 90% of the information transmitted to the brain is visual.
Animation evokes emotions that resonate with the viewers. It sparks conversations and makes your audience want to follow the story.
That’s how we all remember Coca-Cola’s 2012 Christmas commercial and the polar bears we all love.