Today, we spend a majority of our life online, and what do we do? According to recent statistics, we watch video. In fact, watching video accounts for one-third of all online activity. In the United States, adults spend an average of 5 hours and 31 minutes viewing videos every day, based on a recent report from eMarketer.
People engage with video more than any other content. Businesses with video garner 41% more website visitor traffic than those without.
No matter if you are a B2C or B2B organization, you can’t afford not to include video into your content strategy. Over half (59%) of business executives would rather watch a video on a product than read text while four times as many consumers prefer video to text.
However, there are many different types of video, each with their own purpose and benefits. How do you know which is right for your business? We’ve put together a list of the most important types of video that businesses to consider.
1. Brand Videos
Brand videos do more than just inform people about your company and spread awareness. They represent your culture, mission and values. You can use them to tell your founding story or explain the problem that your business is trying to solve. But, remember to keep a brand video brief.
You shouldn’t need more than one to two minutes maximum to tell people about who you are, what you do, and why the person watching should care. The average person’s attention span is only 8 seconds -- shorter than a goldfish. If your brand video is any longer than a few minutes, it’s probably too complicated and people will disengage quickly.
2. Employee Spotlight
Your employees are the heart of your company. The face behind the brand. Videos that feature employees offer an inside look at your organization and the people that keep it going everyday.
Focusing on members of your team in videos can show that you are a caring company to outsiders. Also, if you are in the process of hiring and recruiting new employees, they are an important asset.
3. How-To Videos
When you don’t know how to do something, what do you do? If you are like most people, you search YouTube for a tutorial. Whether you are showing customers how to use a product or explaining the signup process, how-to videos are a great way to connect.
Over 65 percent of people are visual learners. We remember video content more. The average person will remember about 20% of what they read, yet 80% of what they see. If you want people to understand how to use your product and remember your message, create a how-to video. There are two ways that you can incorporate how-to videos:
● In-house - Created by you or a creative agency on your behalf.
● Third-party - Usually a blogger or influencer that shows how to use your product, usually with their own personal touch added. (Think makeup tutorial or cooking video.)
People are 64-85% more likely to buy a product after watching a video about it. You’ll make more of an impact on potential customers by showing them what your product or service can do in a video than you would by writing about it or telling them.
4. Video Webinars
Webinars are a more extensive video that shows viewers how to do something and offers best practices. They differ from how-to videos because they are longer and tend to go into more detail on a subject. It is also not necessarily about your product or company, but is related in some way.
For instance, an accounting software company may hold a webinar for business owners on how to file taxes or manage client invoicing using their product. Webinars offer your audiences the chance to learn new skills or acquire knowledge. For businesses, they can be a great marketing tool for generating leads, becoming an industry expert and building contact lists.
5. Product Reviews and Testimonials
People want to know more about a product before buying it. The most trusted sources for information other than word-of-mouth are online reviews and testimonials. Some companies will ask current customers or influencers, like DIY bloggers and vloggers, to review their product online with a video.
This has a number of benefits. It builds brand awareness and expands your audience base. But, most importantly, people are more likely to trust a company with legitimate, positive reviews than ones without. Text-only testimonials on a website can be easily fabricated and may not appear credible, especially if they are not attributed to a specific person and organization that can be traced back. In a video, people can see the actual person connected to the testimonial. It humanizes your brand and is viewed as more reliable.
Working with influencers is one of the fastest ways to grow your business and spread word-of-mouth. There are many different ways that you can partner with influencers other than reviews though. Another effective tactic is to host interviews with industry thought leaders.
You get the backing of a respected expert and get to share engaging and informative content with your audiences. Interviews are also a great reason to connect with key people and form strong relationships.
7. Video Infographic
Have you just completed an important study? Does your company tackle a major problem? Do people know exactly how big the problem is, who it affects and what you’re doing to beat it? You may want to consider using a video infographic to explain it.
People love infographics because they are visual and easy-to-share. Adding video doubles that benefit. Video infographics, also called animated infographics, are great when you have a lot of statistics and information and want to tell a specific story or lesson. For instance, even though the animated infographic titled “Oil’d” is over 7 years old, it still tells a poignant story of the 2010 Gulf Oil spill with its clever use of narration, graphics and statistics. Video infographics can also be helpful when you want to explain a complex process or issue, like in the “Anatomy of a Computer Virus” video.
8. Social Video
In the past few years, video has dominated social media. It has become the norm to record, post, view and share video straight from sites and apps like Snapchat, Facebook, Instagram, Vine and Twitter.
If you want to boost engagement on your social media channels, more video may be the answer. One study found that video is shared 1200% more than text and image posts combined.
According to a recent Facebook report, more than 50% of Facebook users watch at least one video per day on the site. The number of people uploading and viewing Facebook Live video has skyrocketed. If your business hosts or attends events, Live video is a great way to capture the experience and share it with your community.
Unless you are covering an event with a LIve video, you should keep social videos short. Only a few seconds are needed to create an engaging video, but if it is anything more than 30 seconds people are more likely to tune out.
Video has become one of the most effective ways for businesses to engage with customers. If you aren’t using it in your marketing, then you are missing out on a huge opportunity. But, don’t simply create videos because everyone else seems to be doing it. It is important to choose the right type for your needs. For help developing your video content strategy and crafting engaging videos, contact the 10twelve team.