Did you know that videos generate 1200% more shares than text and images combined? With that in mind, it’s no surprise to learn that  86% of businesses now use video as a marketing tool to drive more sales and increase brand awareness.

It's estimated that by the year 2022, online videos will make up more than 82% of all consumer internet traffic, which is a staggering statistic considering it was 15 times less than this in 2017. Case in point, if you're not creating video marketing content in your business you’re potentially missing out on huge amounts of traffic. 

How to know which video marketing campaign is right for you

If you're just starting with video marketing, it can be overwhelming when figuring out where to begin. Fortunately, you can make tons of different videos, and which one you opt for should depend on what your desired outcome is for each campaign. With that said, here are a few things you need to take into consideration before you get started.

What's the goal of your video?

Before you get the camera rolling, you must understand the purpose of the content. Are you trying to increase brand awareness or drive sales for one particular product? Do you want to attract brand new customers or convert the people who have already made it down your marketing funnel?

What's your budget?

If you have a large marketing budget you could shoot a high-quality video with a talented freelancer who can take out much of the heavy lifting for you. If not, it might be wise to spend your budget more carefully by opting for something a little more conservative so you can produce it yourself.

What resources do you have at your disposal?

For some video formats, you will need to purchase specialist equipment and software for the editing. For others, you may be able to get away with using your standard phone camera without the need for any editing at all. Consider what resources you have at your disposal and be realistic with what you can take on board before deciding on your content. 

Types of videos you can create

Here is a quick overview of the different marketing videos you can create for your next campaign. As always, keep your end goal in mind and always consider where you're going to post your video. Some formats are better than others depending on their context, particularly on different social media platforms.

Product demo

A demo video illustrates how your product works by showing it in action. This is a great way to display the value of your product to potential customers who are considering making a purchase. Examples of these kinds of videos include the unboxing and testing of your product, a tour of the software, or showing somebody running through a setup.

Explainer 

An explainer video is a great tool to implement at the top of your marketing funnel as their intended audience is usually very wide. The general concept is to explain a complex or misunderstood topic in your industry and break it down into an easy to understand video. You can tailor the message to favor your brand, highlight your product's benefits, or demonstrate how your company solves a particular problem. 

How-to/tutorial

Like an explainer video, how-tos (or tutorials) aims to teach your audience how to do something they didn't know before. The content should be something relevant to your industry, and if you can tie it into one of your products, even better.

These videos are a great way to connect with your audience and establish authority within your industry. With 53% of people reporting they watch two or more instructional videos per week, the potential audience is enormous.

Animated 

An animated video is a compilation of audio and video illustrations that are put together to convey a message. Depending on the idea behind your video, it may be too complicated or costly to act out in real life. If that's the case, then why not get creative as see if you can uniquely deliver your message with the use of animation?

Brand 

Brand videos are an excellent way to establish yourself as a key influencer in your industry and demonstrate the vision and mission behind your company. It helps your audience identify and relate to your brand as you can convey your core values. This builds authenticity and trust within your customers and helps to drive more sales.

Testimonials

Testimonials are a fantastic way of establishing credibility and building trust with prospective customers. After all, people want to know if your product will provide value to them, and one of the best means of showing that is by expressing the trust and satisfaction that other people have in you. 

For example, the business coaching program, Clients on Demand, has created a dedicated channel for their clients reviews to demonstrate the value of their service. The videos are effective as they make use of a non-aggressive style of marketing that allows potential customers to make a more informed choice. 

Live 

Live video is one of the most effective ways to connect with your audience and grow your community, as it gives you a platform to engage with them directly. It builds trust for your brand and gives you a more authentic feel as customers can put a face to the name and interact with you in real-time.