When we talk about marketing video types, there are just too many options out there. From explainer videos to company culture videos, the market offer has become so immense and diverse.
It’s easy for marketers like you to fall into analysis paralysis, making you unsure of the most powerful one you should produce to grow your business. Some marketing videos are great in attracting viewers’ attention in no time, while some others are doing a good job in retaining customers.
Therefore, it’s crucial to do your in-depth research thoroughly and dig deep enough to evaluate all those video marketing types. Before choosing the right one to produce, we have some essential factors for you to consider. This way, you can make a well-informed decision and reap all the benefits you deserve.
Let’s dive in!
Define Your Goals
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Understanding your goal is one of the most crucial factors in choosing what type of marketing video your business needs. The reason is that no marketing video is created the same. Each of them has its own characteristics to deliver your message and help you achieve your marketing objectives.
This is why you must use different types of marketing videos for each stage of the funnel. In this case, you need to ask yourself, ‘what do I expect from this video?.’
If you want to attract more customers, explainer videos or how-to videos seem like a good fit. On the other hand, if you aim to entice customers to purchase your product, then product demo videos or customer testimonials would be an ideal option.
Mind Your Budget
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To help yourself narrow down your choices, you also need to consider your budget. If you’re in a small business with a tight, shoestring budget, marketing videos with scrappy production value (such as testimonial videos, behind-the-scenes videos, etc.) could be your go-to.
Meanwhile, if you have an extra budget for a video marketing strategy, you can choose videos with standard or polished production value, like explainer videos.
Understand Your Brand’s Tone and Personality
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Video content is a powerful tool to shed any light on the personality of your business, making it easier for you to stand out from your competition. So, make sure you choose marketing video types that align with your brand’s tone, core values, and personality. In other words, choose the ones that can showcase your personality for a more authentic feel.
If you’re in a business with a casual and friendly tone that targets younger generations, animated explainer videos or behind-the-scenes videos are some of the best options you have. But, if you want to go a bit formal, you can go for how-to videos or company culture videos.
Final Thoughts
There are a bunch of marketing videos that can take your business to the next level. However, choosing the right one is no small feat. With those top three crucial factors mentioned above, now you should be able to narrow down your choices of the most effective marketing videos for your business.
The key here is that you don’t have to force yourself to produce several marketing videos at once. You can start with the one that your business needs most and add another as your business expands or when the situation calls for it.
About the Author: Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).