OK. So you've taken the first step. You've decided that you're going to incorporate video content into your social media marketing. You've made the right decision. After all, nearly 9 in 10 businesses use video content (Wyzowl). But hang on, you've reached your first problem. There's so many different types of videos you can use in your marketing plan. How can you possibly choose which one is best for you? We've got you. We've narrowed it down to the 5 best types of video content you can use that will engage your audience and promote your business.
1. Brand Videos
So what exactly is a brand video? Think of it this way. Imagine you’re running a perfume business. How do you actually advertise perfume? After all, you can't smell an ad. That’s where a brand video comes in. Ever noticed how famous perfume ads always seem to show attractive people in stunning clothes and breathtaking places? That's because brand videos are designed to build positive associations. The audience recognises certain traits, such a luxury and class in a perfume ad, and associates that with the brand. So if you've ever thought that your business might be hard to market, or you're not sure how to set yourself apart from the competition, then a brand video might be perfect for you! Brand videos can easily convey the values of your business, it's cultural significance, and why it is unique. It's all about selling your specific brand! That's why brand videos are so effective for social media campaigns. They're not crammed with information, but instead convey a simple message: this is who we are. Brand videos are about telling your story in an engaging way.
2. Product/Service Videos
If you want to sell a product or service, then what better way than to show it off in a video? The beauty of product videos is that you can frame your product the way you want. You're not just selling a can of beer, you're selling a can of foaming, golden, locally brewed Australian craft beer. It's not just your average Cafe, it's a family run, gourmet, art-Deco Cafe. You can convey all this and more in a high quality product or service video, perfect for grabbing the attention of a potential customer as they scroll through their social media feed. These types of videos are often the first part of your advertising campaign that your customers will engage with, so why not blow them away with a high-quality video that truly captures what your product or service is.
3. Testimonial Videos
The tried and true testimonial. It's used so often for a reason: they're effective! We all love to be told a story and testimonials are essentially just stories about how great your business is! Human connection is key to testimonials. Your audience sees the positive impact on real-life everyday people and they want to be a part of it. When designing your social media campaign you want your video content to be inviting and engaging and research suggests that consumers like seeing human faces. Videos with faces in the first few frames significantly increase view rates and lead to twice as much information being retained (Twitter Business). So go ahead and show the real people that work with your business, because we can all relate to a friendly face.
4. Social Media Stories
OK maybe we're cheating here because stories are more of a form than a type of video, but if you're considering a social media video campaign, why not take advantage of what is unique to social media. Whether it's Snapchat, Instagram, Twitter or Facebook, these platforms all offer short 15-30 second stories. In the age of social media there is just so much content out there that people often don't want to take a whole minute out of their day to watch a video, but a short, sharp story can grab their attention. And you can fit anything in a story if you get creative enough. Promote your new product, tell a short story and show off your brand logo all in under the time it takes to read this paragraph! So why not see how you can get flashy and creative and use a short social media story to peak the interest of your audience.
5. Behind-the-scenes (BTS) Videos
BTS videos offer a way to engage with your audience on a more personal level by letting them in on a bit of the secret. They allow you to break down the idea of a 'faceless company' and show the hard-working people behind the business, thus building rapport with your customers. Plus, BTS videos can be another great place to showcase your business' values. You might create ethically sourced or hand made products, or maybe you carbon offset your business, all of this can be shown in a BTS video to tell your customers a bit more about what your business represents. These kinds of videos don’t need to be flashy, instead they offer a way of connecting with your customers in a friendly and inviting manner, and consumers love to feel a sense of connection to the brands they engage with.
Tell Your Story
So there you have it. 5 types of videos to get the ball rolling on your next social media campaign. You might be looking to create your first campaign, raise awareness about a new product, or possibly wanting to rebrand, and choosing the right type of video can help your campaign achieve its goal. Go on. Tell your story.