There’s a reason why TikTok is the fastest growing app in America, and it’s not because of the lip-syncing teens or the viral dance moves. Users are drawn to TikTok for one primary reason: they love video. So much so that brands and companies recognize the power of audiovisual advertising opportunities and pump out more video content than ever before. But looking just beyond social media trends, video marketing remains highly effective across all platforms. In 2021, a study by Lemonlight found that 98% of marketers agreed that video would play an essential role in the upcoming years. In a media environment where consumers are constantly being bombarded by new information, it is absolutely vital that companies garner attention and engagement. One of the most effective means of capturing attention is through video marketing. Not only has video been shown to drive more engagement than any other type of marketing, but it can also be a powerful way to humanize your brand. Using eye-catching visuals, voiceovers, and music can translate your brand’s story and mission in a concise and memorable way. Producing video content may seem daunting, so here are a few key pointers to help break it down.
Different Types of Video Marketing
The most common kind of video you can produce is oftentimes referred to as a “spot”, and it entails any kind of advertisement that airs at a specific time. Businesses choose where and when they want their advertisement to appear, and the content can vary depending on the brand or product being marketed. Since spots are typically less than a minute long, brevity is the name of the game. The key here is to immediately engage your audience and get to the meat of your message within the first couple of seconds.
Videos for social media include anything that would be made and posted on a company’s organic social media account, or promoted through paid media placement. For organic social profiles, video content is often leveraged through temporary or traditional posts, while paid media promotion can target social media users with inline video ads based on profile data or website cookies. The content can vary, but the main focus for organic placement is to increase brand awareness and grow a social following. Putting some ad spend behind your video content offers more precise audience targeting, and offers opportunities for direct calls to action such as “Learn More” or “Sign Up”. Nevertheless, organic and paid social videos are typically short, with the exception of content for YouTube or Facebook, which is better suited for longer content.
The primary goal of this type of video is to help show off your company’s personality. These videos are an effective means to build trust between the company and its target audience, whether that be potential customers or prospective employees, by emphasizing core values and missions. These can include interviews with team members, clips of the office or events, or anything at all that shows what makes working at your company unique.
With a demo video, you have the opportunity to show off your brand and your products while teaching people how to use them. These are usually a bit longer and more detailed than the other video types mentioned, however, they should still grab the viewers’ attention. Product demonstration videos typically feature a charismatic host that speaks passionately about the product, but animated videos are effective as well.
Getting Started with Making Video Content
Okay, so now you know a few different types of video marketing, but where do you start? Although there are plenty of online sources for learning how to create amazing content on your own, it can be helpful to invest in a video marketing agency. This powerful method of marketing is not going anywhere anytime soon, so if you are interested in increasing user engagement, brand awareness, and conversions contact Bluetext about our video production services.