81% of brands use video as a content marketing tool. When used correctly, video content can help increase brand awareness, sales, and online traffic.
There are several types of videos, and it can be overwhelming trying to pick the right one for your brand. Here are five effective types of video to consider.
1. Educational Videos
Educational videos are a great way to provide accurate and useful information about your niche, while positioning your company as an expert in your field. An audience is also more likely to share an educational video, which helps to grow your brand awareness.
Why They’re So Effective. Most customers prefer to watch a video than read about a certain topic.
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How to Use Educational Videos. Use during the Awareness Stage of your buyer’s journey, when your audience realizes that they’ve got a problem that needs to be solved.
2. Explainer Videos
Explainer videos usually last around two minutes, and in that brief time, they communicate complex topics in a simple way. There are different styles of explainer videos, so you can choose the one that best fits your brand.
Why They’re So Effective. By using storytelling and animated characters to quickly explain a solution, your audience is able to solve their problem.
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How to Use Explainer Videos. Use them during the Consideration Stage of your buyer’s journey, when your audience is looking for products that could potentially solve their problem.
3. Testimonial Videos
Video testimonials allow your audience to see and hear a real customer share their experience with your brand. It creates a connection with your audience that’s way bigger than any written testimonial or online review.
Why They’re So Effective. Your audience trusts their peers. When a real customer (who’s just like them) explains how your product solved their problem, it’s more believable than any celebrity.
How to Use Testimonial Videos. Use them during the Decision Stage of your buyer’s journey. In this stage, your audience has already decided the type of solution, now they’re about to choose between your brand and your competitors’. So, if you want them to choose wisely, you have to show them what makes you special – video testimonials are perfect for that.
4. How-To Videos
Like educational videos, customers also love to share how-to videos with their peers. How-to videos can teach your audience how to use your product to solve their problem.
Make sure to upload these videos to YouTube where searches like "how to build,” “how to learn,” and “how to make” are common.
Why They’re So Effective. When you need an informative answer to “How to change a flat tire,” you’re not going to Google it! You’re definitely going to ask YouTube directly.
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How to Use How-To Videos. Use during the Consideration Stage of your buyer’s journey.
5. Company Story Videos
Share your brand’s story and core values with a company story video. By opening up about your brand, you can connect on an emotional level with your audience.
Why They’re So Effective. Showing the real faces and real stories of the people behind your brand builds brand trust.
How to Use Company Story Videos. Use them during the final stage of the buyer’s journey: the Decision Stage.
Educational, explainer, customer testimonial, how-to, and company story videos are fantastic, but just one video won’t do much on its own. If you really want to improve your content marketing strategy, your goal should be to produce more than one type of video.
Create smart combos, by choosing one video for each stage of the buyer’s journey! You’ll be using video content to guide your customers towards a purchase, and that’s how you use video in a smart way!