Don’t miss this read…it’s your tactical guide for 2017!
Have you ever played the game, Desert Island? You know, the icebreaker where people take turns sharing what they would pack if suddenly marooned on an uninhabited island? Things like water, matches, a first aid kit…or if you’re like me, a package of snacks and a really great book. This article is sort of like that game, except instead of an island, we’re talking about the marketplace. And instead of traditional life-sustaining gear, your supplies list will consist of 7 basic types of video that your company will need if it wants to survive 2017.
Why so many types of video?
Unless you’re Les Stroud, you need more than a roll of duct tape and a pocketknife to survive this wild frontier. One type of video isn’t enough. You need a series of videos that serve different purposes and contribute to a consistent distribution schedule. It’s the only way to sustainably create awareness, generate leads, and nurture leads through the marketing funnel. With this in mind, here’s your video campaign survival list:
1. Customer Testimonials
What they are: A customer testimonial video lets your satisfied customer explain the value of your product or service by sharing their first-hand success story on camera; a story wherein, your brand is the hero; the happily ever after.
Why they’re important: Customers trust their peers over brands, which makes a customer testimonial video arguably your most powerful piece of marketing collateral. These videos are highly persuasive because they act as a form of “social proof” that your product or service meets customer expectations and does what your brand says it will do. Consider this:
85 percent of audience members read online reviews before purchasing a product
73 percent of audience members trust a business with positive reviews
72 percent of people trust reviews, even if given by complete strangers
How to distribute: Place CTA buttons on customer-facing website pages to promote your customer testimonial videos. Run a “see what people are saying” email campaign that specifically targets leads who interact with relevant marketing content. If you have a decent following, share your customer testimonial videos on social media to inspire brand advocacy. You can also use relevant hashtags or social ads to reach new audience members.
2. Explainer Videos
What they are: Explainer videos are short (usually animated) videos that describe the most important details of a product, service, company or project. Think CliffsNotes, but in video format. And instead of a recap of Shakespeare’s Macbeth, explainer videos introduce a problem and illustrate how your product or service solves it.
Why they’re important: Especially if your products, services or brand messaging is complicated, an explainer video will ensure that target audiences have access to a clear interpretation of who your brand is, what it does, and how it will fix their problems.
How to distribute: Keep these videos short, 90 seconds or less, and always end your explainer video with a call to action (CTA). As for distribution, host these videos on your website’s homepage or a relevant landing page. You can also share explainer videos on social media, especially as a campaign that gets triggered based on specific audience behaviors.
3. Instructional Product Video
What they are: Just as the name suggests, an instructional product video explains in greater detail how a product works, any special features it has, best practices for using a product, and how the product solves specific problems.
Why they’re important: Instructional product videos provide brands with an opportunity to showcase their product in action, which builds a far more compelling and believable case than plain text. By highlighting product features, you differentiate your product from competitors. And because you’re showing how your product works instead of telling, instructional product videos are considered a more credible source for information.
How to distribute: Instructional videos are excellent for attracting B2B leads and as a customer support tool. Keep them simple and light. Stick with the most important information and show the results. Use real-time targeting to reach buyers as they search for products online or in-store, or to reach customers who recently purchased the product.
4. Mission Statement/About Us Videos
What they are: Mission statement or About Us videos are an excellent way to tell the story of where your company came from, what it stands for and what it hopes to accomplish socioeconomically, environmentally or otherwise.
Why they’re important: Mission statement or About Us videos create an opportunity for brands to connect with their target audiences on an emotional level by discussing the “greater good” behind their brand. Plus, everyone knows there’s no greater vehicle for storytelling than video.
How to distribute: Because of the potential for inspirational videos like this to go viral, social media networks are excellent channels to use for distribution. People are more likely to share content that contains an emotional message, and shares equate to organic reach. You can also host these videos on a relevant landing page within your website.
5. Community Involvement Video
What they are: Community involvement videos market your brand’s philanthropic efforts by showcasing participation in a particular local project.
Why they’re important: Social responsibility is a powerful way to reach target audiences on an emotional level. People don’t just want to spend money anymore. They want their purchase to make a difference, and they are particularly interested in brands that give back. Community videos are also an excellent way to attract new talent, partnerships and free publicity.
How to distribute: Layer in a lot of local SEO, as community involvement will most powerfully affect community members. Social media is also a powerful outlet, as well as 3rd party PR sites.
6. FAQ Videos
What they are: FAQ videos focus on answering a collection of your audiences most asked questions. You can create FAQ videos a couple of different ways. Write a story that answers your audience’s most important questions, or set it up as an ask and answer interview-style video.
Why they’re important: They offer incredible value to your viewers. FAQ videos are also excellent for boosting SEO, especially as voice search technology continues to advance and increase in popularity. Check out this article [link required] for more information about how video is impacted by voice search.
How to Distribute: Local SEO is your ticket with FAQ videos because most voice searches are performed on a mobile device, and most mobile inquiries are from people on the go. FAQ videos are also highly shareable, which means they make great campaigns for social channels and paid distribution.
7. Live Streaming Video
What they are: Live stream videos are broadcasts that brands share with audiences in real-time from an event, or behind the scenes at their company. This allows customers to join in and become a part of the experience while the brand plays the host.
Why they’re important: Audience engagement is 10x greater with live stream videos than regular videos. Why? Because live stream events create a degree of intimacy between brands and audiences that standard video don’t. For an example, check out this article.
How to distribute: Facebook Live is dominating the live streaming market, and it’s easy to use. Consistency is key for live streaming. You may need to try it several times before you get the following you desire.There you have it — a lifeline from us to you. If you still don’t feel equipped heading in to 2017, don’t hesitate to reach out and speak with a video marketing agency. Our job is to help make video marketing a less intimidating frontier to conquer.
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