The general definition of video marketing is the promotion of products and services in the form of videos. In fact, video is just one of the types of content used in a brand’s marketing strategy. However, this is currently the most effective form of content creation on online platforms .
- Explain Video – Explain Video
- Video ads/promos – Promotional videos
- Sales and discount – Promotional videos, discounts
- Testimonial video – Video introducing customers‘ opinions
- Education videos/Tips videos – series of educational videos, knowledge
- Livestream
- Animation video – Animation video
According to statistics, up to 800 million people watch videos on Facebook every day, 10 billion views on youtube every month. Content creators (creators), influencers (influencers), celebrities (celebs) all do not miss the opportunity to set up their own video content channel.
To get started with video marketing, you need to determine which content format best suits your marketing goals, platforms, and target audience. In this article, I will introduce you to the video marketing content that is being used by brands in 2020:
1. Explain Video – Explain Video
Explainer videos are one of the most popular types of online video available on digital today. It is a flexible form of content that can be used to explain anything from how your service or product works, concept or operation, repair, maintenance.
The goal of most explainer videos is Conversion. Usually this video is embedded in the landing page or attached to the homepage (to reduce bounce rate) or emailed to potential customers. This type of video can also be run on social media with the same goal.
Videos explaining concepts, how to do something for a service/product used at the Consideration stage of the marketing funnel
2. Video ads/promos – Video ads
We all know the advertising/promotional video format because it is so popular on the media channels. This type of content is most commonly used at the top and bottom of the marketing funnel, at the Awareness and Consideration stages.
The feature of video ads is a direct introduction of businesses, brands and products.
At the Awareness stage, this type of video content will share the brand’s vision, values, or origin story to capture the attention of viewers.
At the Conversion stage, this type of video mainly deals with the value the customer will receive and calls to action, such as “Buy now” or “Call to make an appointment”
3. Sales and discount – Promotional videos, discounts
Unlike the above format, this type of video has content about discounts or offers for a limited time, attracting attention to products/services in a certain time. The goal of these videos is to increase conversions in sales.
Discount videos are best suited for major shopping festivals of the year such as Christmas, Black Friday, Mother’s Day, New Year’s Eve, etc. These are the days when consumers need to look for special offers and discounts – promotional video content reaches them faster, increasing the competitiveness of brands.
Sales and discount videos are most successful when building simple content, going straight to the point, introducing percentage discounts, preferential policies, single products or buy 3 get 1 free… along with a call Clear call to action e.g. Buy today, Don’t miss…
So where is this type of sales video posted most effectively? Anywhere possible! on your website, landing page, social media and embedded in marketing emails to customers.
4. Testimonial video – Video introducing customers’ opinions
These videos introduce customers who have worked with each other with feedback and feelings when using the product – a form of content aimed at increasing brand reputation. Video format commonly used at the Consideration and Conversion stage of the customer journey
Creating content for customer videos you need to provide “evidence” to prove that your brand is trustworthy such as the number of customers purchased, feedback from random customers, business awards …. Instead of lengthy and hard text that takes time to read, video is a faster form of content that can be repeated over and over again to the viewer.
Effective communication channels of this type are in the landing page (increasing conversions), social media (creating credibility).
5. Education videos/Tips videos – series of educational videos, knowledge
This type of video is part of the beginning and end of a marketing campaign to focus on attracting viewers with useful information and keeping them with the brand.
Informational videos often introduce a piece of knowledge necessary for customers’ daily activities, or update scientific knowledge related to the brand’s field.
These videos help build customer relationships and clearly position your brand’s message. Usually these videos are posted regularly ( always-on content ) and in series on the brand’s social networking platforms, facebook story is also a great place for this video to reach more customers.
6. Livestream
Live video is becoming the most powerful tool that enables brands to lift the corporate veil, connect people to people, and engage users in brand storytelling. ways to enrich the customer experience.
The highlight of the livestream is the momentary, immediate, direct customer care right at the time of receiving information.
Currently, most social media platforms have provided live features for users.
Some effective live application content today:
- KOL online product review
- Q&A between viewers and experts/KOL
- talkshow
- Product launch event
- Instructions for using the product/service
- Online sales
7. Animation video – Animation video
This is the most used form of video in content marketing strategies due to its creativity and receptivity on online platforms. These videos also cost less and time to make, so content creators often use an always-on content strategy, posting continuously to attract viewers.
The content of animation videos focuses on building a story, situation or to explain and guide viewers. This type of video is distributed continuously on the marketing funnel to keep viewers with the brand’s channel.
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