What is Video Marketing? Definition, How it Works, Examples, and Strategies

 

What is Video Marketing: Types of Video Used in Marketing

We now present a dozen assorted types of video marketing. But, of course, an effective video marketing campaign will incorporate more than one of them.

  1. Animation: Who doesn’t like cartoons? Animation employs engaging imagery to convey otherwise complicated concepts.
  2. Augmented reality videos: Augmented Reality (AR) superimposes a digital layer to what the user is viewing and is excellent for showing how something would look if the company’s product were inserted into the picture.
  3. Brand videos: These videos build awareness of your company’s brand, mission, products, and services.
  4. Demo videos: These videos show how your product works, including unboxing or conducting a software walk-through.
  5. Event videos: Is your company running an event such as a fundraiser, conference, or discussion? Create a highlight reel!
  6. Explanation videos: Simple and straightforward, these videos help the audience understand why they need your services and products. So often, these videos follow a standard formula of presenting a story where a buyer has a problem, and the solution lies with the company’s products or services.
  7. How-to videos: These videos not only teach your audience how to do something new, but it also helps viewers gain an understanding and appreciation of your business.
  8. Interviewing experts: Not a fluff piece, but an in-depth interview with an expert or thought leader in your industry.
  9. Livestream: Live videos are an eye-catching, dramatic way to get the viewer’s attention, often using a behind-the-scenes format, interviews, and demonstrations.
  10. Personalized message videos: Nothing drives engagement more than making the customer feel special, and personalized videos provide a means for the business to reach out to a customer to answer a question or make a recommendation.
  11. Testimonials/Case Studies: These videos get your customers involved in the campaign. Word of mouth is one of the most effective means of advertising, so having satisfied customers tell their stories on video is a surefire winner.
  12. Virtual Reality and 360-degree videos: Virtual Reality (VR) immerses the user in the video environment, letting them control and navigate their viewing experience. A 360-degree video enables the viewer to scroll around in a panoramic view.

Examples of Successful Video Marketing Campaigns

Videos are so common online that you can find examples anywhere. You can find great and recent examples of successful video ads in this article on that describes how to leverage videos for business and marketing. 

Benefits of Video Marketing

By now, you’re most likely getting the idea that video marketing is a great idea. But let’s drive home the point further by spelling out the benefits of video marketing.

  • Your product will stand out more and be remembered better. Videos boost information retention
  • The message remains longer on social feeds, so you don’t have to spend excessive time tinkering and updating your material
  • Videos boost the public’s understanding of your services or products
  • Videos increase exposure and subsequent engagement
  • Videos tend to rank higher in searches, so there’s a better chance that your website will show up closer to the top of the search page
  • Video marketing provides an easy way to personalize your customer engagement, which builds brand loyalty and recurring visits

Video Marketing and SEO

Video marketing is a very valuable resource for Search Engine Optimization (SEO). Videos help build backlinks to your company's website and increase shares and likes, which can positively affect search rankings. These factors will drive more traffic to your site — post your videos there and assign them relevant tags using keywords and phrases.. Also, remember that Google — the world’s premier search engine — owns YouTube. That’s why you should tie your video marketing strategy to your organic search, or SEO strategy tightly 

How to Make Videos for Your Business

Here’s a handy step-by-step guide for making a great video!

  • Write your video script: All videos need a script. Create an outline and treat it as you would a blog post. Make it clear and relaxed, and don’t wait until the end of the video before telling the viewer what the video’s purpose is.
  • Set up a studio: Prepare a dedicated space to make your video, and assemble your cameras, lights, microphones, tripods, and whatever other gear you need.
  • Get the talent ready: This stage involves getting the video actors together with their scripts and directions.
  • Plan your list of shots list and get acclimated to the equipment: Make a list of shots you want to incorporate into your video. Then take some practice shots with the equipment to get used to it. You want to be comfortable with the gear before shooting the actual video!
  • Shoot the video: Here’s where the magic happens. Shoot your video, and be sure you have the following elements:
  • A compelling, relatable. and/or exciting storyline that draws people in
  • Engaging visuals and voiceovers
  • High-quality sound/recording capabilities
  • A clear, understandable message combined with a solid call to action
  • Edit the video: This phase is often an ongoing process since you’ll most likely make a rough cut and show it to the stakeholders and interested parties. You will no doubt make edits based on their feedback.
  • Select the music for the video: Music is essential to set the tone. Establish a music budget, figure out what kind of music synchs best with the video’s emotional tone, and determine what sound effects you need.
  • Record voice-overs: The voice-over is the video’s narration spoken by someone off-camera. The narration helps fill out any gaps in the story and the voices you choose need to be relatable to the audiences you want to reach.
  • Upload the video: Now it’s time to upload your video to your chosen platforms. First, ensure your platform supports your video format (MP4, MOV, MPEG4, WMV, AVI, etc.). Next, consider adding extra bells and whistles such as closed captioning, a headline and text description, and an end screen. 

The Challenges of Video Marketing

Since the issue of video-making resources has been effectively resolved, the challenges to video marketing are more strategic in nature. If you plan to engage in video marketing (and you should!), you will face three significant challenges:

  • How to create content that people want to see
  • How to build a solid, effective video marketing strategy that delivers results
  • How to create videos that people will not only watch all the way through but also share with others

What is Video Marketing:  FAQs

Here are some loose ends we can tie-up with a few frequently asked questions.

1. How long should my video be?

Most marketing videos are under two minutes long. Business-related videos tend to run about six minutes on average.

2. How much does it cost to make a marketing video?

If you outsource your video production, it could range from $1,000 for a basic video to about $50,000 for a premium video. If you're doing it yourself, you can create a good, compelling video for less than $5,000.

3. Just how effective are video ads?

Amazon and eBay report greater sales conversions when using video ads. That should tell you something about effectiveness.

4. Why should I bother engaging in video marketing?

According to YouTube, people watch over a billion hours of video and generate billions of views on their site daily.

Are You Interested in a Digital Marketing Career?

If you want a career in digital marketing or want to upskill to increase your value in your present company, Simplilearn has two excellent offerings to help you achieve your goals.

Suppose you're just starting in the field. In that case, Simplilearn has a PCP in Digital Marketing program that will get you certified in digital marketing and perfect your marketing skills.

Also, Simplilearn’s Advanced Social Media Certification Training Course is designed to help you build the skills required for social media marketing through extensive project experience. The course combines advanced social media, content marketing, and web analytics disciplines to help you elevate your brand and execute social campaigns.

Visit Simplilearn today and get started on the road to an exciting new digital marketing career!


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