Video marketing is taking the world by storm. Now that more and more people are jumping into YouTube and other social media platforms just to watch different videos, savvy marketers won’t simply miss a thing. They use online videos to attract viewers’ attention and convert them into loyal customers.
The problem here is that there are too many marketing video types out there that often make it difficult for marketers to decide which one they should create for the next campaign. From explainer videos to customer testimonials, each marketing video has its own way of conveying and delivering messages to the viewers.
That’s why choosing the right type of marketing remains a challenge even for a pro marketer, let alone the newbie ones.
If you want to create a marketing video for your next campaigns, there are some crucial factors you need to consider to ensure that you’re creating the right video for your business.
Understand The End Goal
First thing first. You need to understand your end goal. Ask yourself, ‘what do I want to achieve with this video?’
Your end goal in a video marketing campaign can be to boost awareness, gain trust, showcase the brand’s personality, and more. And there is always a certain type of marketing video appeal to some marketing objectives better than others.
For example, if you aim to have a solid online presence using a video, short explainer videos, or pre-recorded webinar video. Meanwhile, if you want to gain more credibility and gain more trust of target customers, you can create customer testimonial videos or behind the scenes of the production.
Understand Your Brand’s Personality
Understanding your own brand’s personality is also a significant factor when it comes to choosing the right marketing video type.
Once you understand what shapes your brand’s public perception based on how it acts, what it says, and what it looks like, it’d be much easier for you to choose the right marketing video type that matches your personality.
Suppose you have some words like “youthful,” “energetic,” and “passionate” for your brand personality. In that case, it’s best to go with a casual and friendly type of marketing videos like explainer videos, how-to videos, or behind-the-scenes videos.
Define Your Buyer Persona
If you have defined your buyer persona, you have a solid understanding of who your target audiences really are; their demographics, what things they like, what makes them interested in, their motivations, and more. It’s mostly all about getting a full understanding of what makes your best customers tick.
The more detailed you are, the better.
In this case, it’d be much easier for you to narrow down your choices of marketing video types. You understand what content that your target audience would love the most and what way it needs to be delivered.
For instance, if your buyer persona is more likely to focus on older generations and professionals that would love a straightforward and simple video, how-to videos, product demos, or customer testimonial videos would be a good fit for your video marketing campaigns.
Determine a Budget
The next factor is your budget. You need to make sure that the marketing video you’re going to create matches your business budget.
If you’re a small business with a tight, shoestring budget, then go for videos that still look professional even with straightforward video editing and a scrappy production value. In this situation, you can consider behind the scene videos, webinar videos, or how-to videos.
Meanwhile, if you’re in a big corporation with deep pockets, it’s always better to invest more in videos with polished production value, such as explainer videos and product demos.
Research Your Industry
You also need to research your industry and what your competitors are doing out there. After all, the success of your video marketing strategies depends upon how well you adapt to the changing environment, including consumers’ behaviors and preferences on different platforms.
Find out what trend that most of your target audiences are excited about. This way, you can easily decide what type of marketing video type resonates with today’s audience’s taste.
Online videos are all over the internet. It means marketers who are still ignoring this engaging content’s power are missing out on massive opportunities in attracting more customers and engaging them. With a lot of video marketing types out there, choosing the right one is indeed no small feat. But, you can now easily choose the right one for your next campaigns by considering at least five factors: your end goal, brand’s personality, buyer persona, budget, and industry.
To learn more about what types of marketing video you should create, take a look at this infographic below:
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro