Video Types That Add Marketing Value
There are many types of videos available to marketers, and they each serve their own unique purpose.
Testimonials lend legitimacy, add credibility, and foster trust between consumers and the brand. Ninety-two percent of people said that they consider testimonials when making a purchase, and 79% of consumers prefer to watch a video as opposed to reading a text-based review.
Today’s consumer considers more than just the product and its price point. About Us videos help tell the story of your brand and showcase company culture. In a crowded marketplace, consumers will seek brands that align with their values.
Product videos let customers see your product in action and give you a chance to highlight its strengths. More than half of consumers surveyed by MediaPost said they felt more confident in making a purchase online after watching a product video.
How To and Explainer videos offer step-by-step instructions for completing a task related to your product or business. They increase awareness, establish your authority as an expert, and provide an opportunity to connect with your audience by sharing information without asking for something in return.
Event videos are a great way to capitalize on the work you’ve already done to create a memorable, social media-friendly atmosphere. They give attendees a chance to reminisce and promote their affiliation by sharing content, and provide a healthy dose of FOMO for those who missed out.
Before incorporating videos into your marketing strategy, consider your audience—which platforms do they spend time on, and what type of content will they appreciate? Appreciation leads to interaction, and interaction leads to engagement. And sustained engagement brings the one thing we all want for Christmas—ROI.