Benefits of Video for Consumer Brands
If your company is selling products for consumers, you should be aware that video marketing is these days the critical component of successful marketing and sales strategies.
Countless studies and news articles share how video dominates internet traffic these days. We all know and can confirm that from watching fellow commuters on our MRT and bus travels. With the expansion of the 5G networks, video streaming is seamless and easy, and mobile video is the preferred way for users to consume content.
Successful consumer brands plan and budget for video content to grow their business strategically.
Goals and Targets for Video Content
From the onset, it is essential to be clear about what goals the company wants to achieve with the video. Many companies new to video production start wanting to make a video because a decision-maker said the company needs a video. Most often, such videos end up on a company's YouTube page with just a few views. The video didn't achieve more than satisfy the executives' request.
In order to use videos successfully, sales and marketing should decide on strategies and budgets for an approach to help customers through the entire customer journey.
Videos to Create Awareness Stage
For startups and smaller brands, the first step is to make potential customers aware that the company exists and that there is a new solution or product on the market. Videos help in this process as it is necessary to attract the potential customer's attention. Moving images are perfect for interrupting the attention of a user browsing the internet or scrolling through social media and make the person curious to watch more and pay attention.
Videos that help in the Consideration Phase
Most consumers won't immediately pull out their credit card and order your product after they hear about your brand and product for the first time. At this step, they move from the awareness phase to the consideration phase. They start wanting to know more about your business and your product. In this phase, you have to consider creating content that satisfies the needs of the various personalities of people. Some prefer just a quick summary with details and assurances, like testimonials and awards. Others will want to research all information in-depth and prefer to consume detailed product introductions, tutorials, how-to videos, and all available information to be sure they make the right buying decision.
Videos that Boost Sales Conversion
At some point, the customer made up his mind and is close to buying from you. Sometimes it might just be a matter of timing, and the client needs just a little nudge to go ahead and make the purchase. At this stage, the video is optimized for online sales or to make the consumer take a specific action. Videos produced for this stage or created in a way to maximize the results of your sales campaign, script, and story flow are optimized to encourage your customer to take that action and make the purchase.
The 27 Types of Videos for Consumer Brands
- Brand Image Video
- The Teaser Video
- The Unboxing Video
- The Product Launch Video
- The Product Review Video
- The Livestream Video
- The Green Product Video
- The How-To Video
- The Tutorial Video Series
- The Blog Post Video
- The Industry News Video
- The FAQ Video
- The Product Reliability Demonstration Video
- The "How it's Made" Video
- The Product Development Documentary Video
- The Executive Interview Video
- The Employee Portrait Video
- The Thank You Video
- The Testimonial Video
- The Event and Trade Show Video
- The Sales Training Video
- The EDM Email Video
- The Street Opinion Video
- The Company Culture Video
- The Facebook Video
- The Instagram Video
- The TikTok Video
Brand Image Video
Most companies new to video production reach out to us for a brand image video. Brand image videos are top of the sales funnel. They are used to introduce the potential consumer to the company, the brand, and the core values.
To profit from brand image videos, a company must budget and plan multiples of the video production cost into marketing campaigns to benefit from the time and effort invested.
Creating a brand video that is adjusted in length and format for a multi-channel marketing strategy on various social media will effectively elevate brand awareness among potential customers.
The teaser video is an excellent way for companies with an established brand and a significant following on social media to tease the launch of a new product. When paired with a well-planned PR and marketing campaign, it can create early excitement in the market. An excellent example of how excitement is created in advance is how TV channels like National Geographic or Discovery constantly promote upcoming series with teasers to generate excitement and keep the audience attached to the brand. The same strategy can be followed by consumer brands using their social media channels.
Companies can emulate the classic video type that launched many YouTube influencers' careers. No rule does not allow companies to create their own unboxing video for a product launch. Consumer brands can create their internal influencer team and have the advantage that they have complete control of the story and message.
Product Review Videos
Following the strategy of the unboxing video, consumer brands can go further and make their won product review video. This strategy allows to control the flow of the content and emphasize or explain specific product features more in-depth than third-party influencers might skip. It is also a solution for products that are too special to attract the interest of mainstream YouTube reviewers.
Product Launch Videos
The product launch video is used for marketing a newly launched video and is most effective if released together with a press release to the press. Journalists will most likely embed the product launch video when writing the news story, guaranteeing many free views and exposure to this video. Product launch videos provide a very high ROI when well coordinated with a PR campaign, as the video does not need an extra advertising budget.
Growing more popular in Taiwan by companies using live streaming to sell products directly through Facebook, live streaming can be used in various ways by brands. Livestreamed video content can combine live elements with sections of pre-produced content. Companies with products that attract the attention of journalists can use product launch press events to launch products to the international press simultaneously.
Green Product Videos
More and more customers pay attention to sustainability and consider it when making purchasing decisions. Your company can differentiate itself from similar competitors by showing that it invests in making the entire product lifecycle green.
Your company can share investments into facilities, equipment, research on green production processes, or how it pays attention to sustainability during procurement. These videos increase trust and elevate the brand image of the company.
Demo and How-to videos offer multiple advantages to companies. They are used to answer widespread problems and questions by consumers. A good demo video educates the market if the company develops a new way to solve a problem. When there is not enough video content on that subject, companies can create their own how-to video to fill a knowledge gap.
A significant advantage of a how-to video is that it demonstrates the product's correct usage. If improper handling easily damages the product and results in returns, this video strategy prevents an unnecessary load for the customer support team.
Your customer support team can also use how-to videos to guide customers through problems that are hard to explain through text.
Tutorial Video Series
Creating an entire content plan for a series of tutorial videos allows a company to develop a fanbase that subscribes to the company's YouTube channel to follow the content. The marketing team can use segments of the series for their marketing, create teasers to create hype and expectation, and modify snippets for a multi-channel marketing campaign. While the marketing team requires good planning and commitment to plan and execute a video series, the effect will allow your company to reap the rewards for a long time.
Blog Post Videos
It has been well demonstrated that the main search engines prefer to rank web pages with a video embedded compared to a similar page with only text. Planning the creation and addition of a video to important blog posts is a strategy to increase the page's ranking and add additional traffic through discovery through YouTube search.
Industry News Videos
Your company can use hot topics that receive much media attention to associate your business with the latest trends. If you make products that complement the products of market leaders, create content on how to use the new development of the market leader with your solution. Alternative have an executive or product manager comment on industry trends. If executed with a good video SEO strategy, your content will be found in search engines associated with the industry trend or market leader, generating free traffic and exposure for your brand.
Many consumer brand websites have sections with answers to "Frequently Asked Questions" to reduce incoming questions of potential buyers and existing customers needing support. Creating videos to answer the question will help to add YouTube as an additional source for users to find an answer and allow the customer support team to point clients to the videos for a quick explanation.
Product Reliability Demonstration Videos
The "Mythbusters" series was a popular TV show for an apparent reason. Similar content is still popular on TV and social media. Manufacturers of products that are designed to be especially tough or have unique features can emulate the concept to create their own video. If your product is hard to break and resists elements like fire and water, consider demonstrating this in an exciting video. If all goes well, the video might even go viral and give your company an avalanche of free traffic and exposure.
How it's Made Videos
A popular strategy used for series by documentary TV stations, your company can do the same. Consumers are curious to learn how their products are manufactured. Creating a documentary-style factory tour video allows your brand to create a deeper level of connection with your customers and elevates your brand by impressing consumers with knowledge of what kind of effort is needed to produce the product they like.
Product Development Documentary Videos
This type of video is an extension of the "How it's Made Video" this type of documentary goes beyond showing the manufacturing process. It can start documenting the entire process, from the early stages of the idea, documenting the struggles and challenges until the final success. This type of video is excellent for complementing a long-term branding strategy. It needs planning and commitment for an extended period with support from top executives and the entire company.
Executive Interview & Thought Leadership Videos
While not every executive aspires or needs to be a Steve Jobs or Richard Branson, personal branding is a strategy that is not only reserved for startups. By sharing insights and ideas, executives of consumer brands can help elevate the company brand by showing the company is led by a person with a vision for leading the market.
Employee Portrait Videos
Small businesses and artisanal businesses can use this type of video to show the skills and the person behind the creation of a product. Larger cooperations use this type of video to create a personal connection between the product creator and the consumer. Seeing and hearing the thoughts of product designers or staff enable the entire process to attract consumers and help bolster the corporate brand image.
Thank You Videos
Adding a Thank You video to the page after a customer purchased a product online or sending it in a follow-up email can make the difference for brands selling through their e-commerce channel. Companies can show with such a video that they care about the customer and build a stronger brand connection that helps with future return purchases.
A classic in all marketing courses, having a testimonial by customers on a product page or webshop page helps to enhance trust in the product by showing other people that are satisfied with the purchase.
Event and Trade Show Videos
Consumer brands regularly invest a lot in local events or trade shows. While such events are an effective tool, they are limited to a local area. Creating video content about the event and leveraging social media can multiply results and increase the ROI of the trade show and event investment.
Sales Training Videos
Used far too little, sales training videos are a means to help the channel with sales. Your company's sales team will benefit from good video when introducing new products to distributors and pitching for the first orders. Then your training videos can focus on educating distributors and helping their sales teams with their pitch to their channel partners. Finally, video training can also be used to train the sales team of retailer partners.
EDM Emails Videos
EDM emails can be enhanced with video content. Content can be created or modified to suit email campaigns specifically. Still, more realistically, your company can consider if planned videos should include edited versions to a length and style suitable for planned email marketing campaigns.
Street Opinion Videos
This type of video is created by asking random people for their opinion on a problem your product solves at a busy intersection or an event or trade show. By collecting enough material, you will have first-hand video content that you can use for marketing material. Make sure to ask permission to use the material from the person you film.
Company Culture Videos
Consumer brands can use company culture videos to enhance their brand image by showing how the brand lives and breathes through the culture within the company. This type of video helps consumers connect and associate with the brand values and the company culture. Consumers who associate with the culture will build a stronger bond. Recruiters will also have easier access to recruits that associate with the company culture.
Optimizing the video for this social media is important when planning to use videos on Facebook. Short videos might not develop the full potential the video can get, while users will abandon long videos.
Studies have shown that the optimal length is something between 60 to 90 seconds of length. Facebook also supports different sizes of videos that can influence the success of a marketing campaign.
When planning a video campaign, companies can optimize results by letting the production company create versions of videos optimized for Facebook advertising.
Instagram videos must be short, shorter than 60s for feeds and 15s for stories, and attractive from the first moment on, or users will flip to the following video. It does not work by simply clipping existing videos. When planning out a video for a new product, it is advisable to discuss with the production company from the onset if separate scripts and versions optimized for Instagram have to be planned into the production.
With a huge global reach and young audience, TikTok is an ideal channel for consumer brands reaching out to a young audience. Companies need to consider this social channel's unique characteristics with its unique style before planning any video content.
With an optimal ad length of only 15s, consumer brands might consider creating a lot of diverse content to find the content that catches on and avoid thinking of adapting content created for other purposes for this social media.