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How to Use Video in a Marketing Campaign

When developing a modern marketing campaign, incorporating video content is a must. Some of the biggest social media networks are 100% video-based (YouTube and TikTok, to name a few), and that’s not the only reason.

Consumers prefer video-based content whether it’s on their TV, computer, or phone. Even if you create excellent visual and text-based content, consumers will seek out video that corresponds to your brand.

You don’t need to have a lot of money to create a video for your marketing campaign, and video marketing is not confined to highly-produced ads. There are a number of effective marketing videos that any business can create, regardless of size and budget. Take your pick from the options below.

How-To Video

How to Video

A how-to video accomplishes two things: It tells your audience how to do something that they need to be done. And, it positions your product or service as the best way to do it.

How-tos require very little production or storytelling. The best ones are short and sweet because viewers want to find solutions to their problems as fast as possible.

Take a look at this example from the fitness niche. It probably took about 5 minutes to make this video, but it’s got 20M+ views on YouTube. Why? Because it’s short and to the point. It delivers value without wasting the viewer’s time.

If you’re a practical marketer or have a straightforward product, a good how-to can generate a lot of engagement on YouTube and continue to benefit your brand for years to come.

Explainer Video

Effective explainer video

An explainer video is a bit like a how-to, but it usually explains a service and not a physical product. Explainers break down a service step by step and describe the benefits to the user.

Like how-to videos, explainer videos should be short and sweet. In essence, an explainer is a pitch for your product, which is why these videos are commonly found on landing pages.

Start your explainer by identifying a problem. Then, show the viewer how your service solves the problem in a few easy steps. Explainer dialogue is typically not very entertaining, so most incorporate colorful animation and lots of movement to keep viewers engaged. Here’s an example of an effective explainer video.

Product Demonstration

Product Demonstration Video

If it isn’t clear how your product delivers a benefit, you might want to film a product demonstration. These videos are also helpful to consumers who might not trust your product yet, which is why they’re often seen on infomercials.

Product demonstrations require a bit more production than how-tos and testimonials because you need to make sure that the audience clearly sees how the product gets the job done. Use HD cameras and plan all the shots in advance. Effects like slow motion and loop video are useful too. They ensure the viewer gets a close look at the demo. You can see some examples of these effects in this product demonstration by Nike.

If you choose to use an actor, make sure they are confident and good-looking. They will contribute to your brand’s identity.

Live Stream

Live Stream

If you have a decent fanbase or social media following, you can engage a lot of your customers and create valuable content with a livestream. The subject of your livestream is up to you. It could be a product demonstration, a Q&A, a virtual tour of your facilities, or a shopping event. Consider letting your customers decide with a poll on social media.

Plan your stream in advance and send invites to your guests. Give an option to RSVP so you know what to expect in terms of engagement and do a test run with cameras and hosts 24 hours in advance to avoid bugs.

Once the stream is over, you get more juice out of the video by posting recordings on social media and your site.

Testimonial Video

Testimonial Video

Testimonials provide social proof, which means people trust a product more when someone else says that the product works.

Some testimonials are highly produced, like this one. They tell the story of a customer’s life and how the product made it better. Others are simple, customer-generated videos of people using a product in real life (these blur the lines between product demo videos and testimonials).

The type of testimonial that works for your brand will depend on your audience. If you’re not trying to spend a lot of money, you can ask customers to submit testimonial videos on social media as part of a contest or promotion.

Web Series

Web Intro Video

If you have a number of different products or want to expand your authority within your niche, you can build an entire marketing campaign around a web series. Making a simple web series is a lot like making a YouTube vlog. Just create a catchy intro video and then follow it with your content.

A web series has no bounds as long as it addresses your target’s needs directly. Whether that is a series of comical clips for a mattress brand or simple demonstrations via screen share, what matters is that you’re speaking directly to your niche and delivering unique value.

Web series videos aren’t like other marketing content. People watch other videos to help them buy something or solve a problem. People watch web series videos because they’re genuinely interested in the content. That’s why most web series are either educational or entertaining. You don’t want your web series to simply pitch or explain a product.

Add Video to Your Next Marketing Campaign

Next Marketing Campaign Video

Video is essential to success in marketing, and it’s easier than ever to create engaging video content to post online. Choose one of the video styles above to incorporate into your next marketing campaign to expose your brand to a wider audience.

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