We’re living in a predominantly visual digital world, so it’s only natural that people’s attention is more easily drawn to video content. This is, in part, down to the fact that visual information is easier to digest, and the format is much more engaging compared to reading how-to guides or detailed explanations in the form of written content. In addition, there are plenty of statistics out there showing how video marketing can effectively boost your visibility and conversion numbers to truly impact your bottom line.
If you're unsure of how to get started with video marketing, take a look at the top five types of videos that can benefit startups, and how they could help to boost your brand image and increase sales:
1. How-to videos
What are they?: Nowadays, when most people need to learn how to do something, the first thing they do is search for a video about it. How-to videos are usually step-by-step tutorials that cover everything from simple tasks (like fixing a leaky faucet) to complex procedures (like unblocking a smartphone).
This kind of video allows you to answer your target audience’s questions and deliver immediate value, establishing your startup as a reliable go-to reference in your field. That’s why you can create videos that cover general topics within your industry or specific tasks related to your own products.
Why you need them: They subtly show your product in action without being overtly salesy. They also help to establish your startup as an authority in your field, while subtly putting your brand in front of potential customers.
2. Explainer videos
What are they?: There’s no better starting point for your video marketing strategy than an explainer video. Explainers describe your product or service through a simple and compelling narrative in just a couple of minutes, and do so by following a killer recipe - they start showcasing the problem your company is out to solve, then they introduce how your startup solves that problem, and wrap up by conveying how you can do it better than others.
All at once, explainers can serve as a great introduction to your startup’s mission, product, vision, solutions - and do it all in an organic and entertaining way that stays with your audience long after.
Why you need them: Explainers excel at introducing your brand to new audiences while educating them about your products – subtly nudging them further down your conversion funnel. They're particularly good at raking in new leads and nurturing existing ones.
3. Social videos
What are they?: Keep in mind that different networks house different audiences, so you should learn the individual platforms’ discourses before creating and sharing a video on a specific social network. For instance, Facebook users might prefer news content with overlay text, while Instagrammers may like shorter funny videos with no text.
The idea is to take these peculiarities and use them to craft uniquely effective, tailored videos for social. Length, language, social cues, filters, special effects are all elements you should play with as you put your social marketing video together.
Why you need them: Videos on social media can increase audience engagement and your chances of going viral. They are also great for educating audiences, providing support, underlining benefits, and generating new leads by establishing a popular first point of contact with your brand.
4. Commercial videos
What are they?: Commercial videos don’t try to hide their true nature - they are out to make sales, which is both a strength and a weakness. On one hand, anyone watching your commercial won’t feel tricked by the content, as it’ll be clear you intend to sell from the get-go. On the other hand, commercials aren’t necessarily useful in all settings or for every type of audience.
To limit a potentially negative perception, you have to create commercials that feel fresh, offer a new approach, are funny, or entertaining. Also, keep in mind that commercial videos will look very different depending on your goals for them. Are you trying to bring awareness to your new project? That’s a commercial that should look wildly different from one that’s intended as a sales pitch.
Why you need them: Commercial videos can increase your reach and speak directly to an audience willing to hear what your startup is about, or what it offers. If your target is just to increase sales, a commercial video is your best bet.
5. Customer testimonials
What are they?: If your startup already has some loyal customers that would praise you on video, you’ve struck marketing gold. Instead of promoting yourself, you’ll be putting one of your happy clients in front of the camera to sing your praises.
Customer testimonials or case studies show real people giving their opinions on your products and services. Since people tend to believe more in their peers, getting a couple of customer testimonials for your startup is one of the best ways to use video content to boost your brand image.
Why you need them: These videos build trust in your brand and reinforce your startup’s values. This helps to build authority around your business and can lead to more conversions too.
How to get started
There was a time when video marketing was exclusively reserved for big companies with big budgets. Those days are long past us. Nowadays, well-made, impactful video content can give your startup the edge it needs to garner attention, especially during the early years of your business' development. Take your time to map out a sensible strategy, figure out the types of videos that fit your goals best, and you'll see the benefits for yourself.
About the Author
Victor Blasco is an audiovisual designer, video marketing expert, and the Founder and CEO of the explainer video company Yum Yum Videos. The team have created videos for growing businesses within the healthcare, education, financial services and information technology industries, amongst many more.