Brands, non-profits and cause marketing campaigners need a video strategy as part of their overall marketing mix.
Earlier this year we published these compelling video statistics highlighting the latest trends, stats and best practices.
Simply put, video has become important on every platform and channel, and video should be central to your outreach and campaign efforts.
Every business needs a video strategy. Without it you are falling behind.
The good news is video production has become more cost-effective than ever. One of the big advantages of the digital age we now live in, is that previously high-end features are now available even on Smartphones, such as 4k video.
We’re not suggesting you shoot and cut and entire video on your phone, although it certainly can be done.
To better equip yourself with a solid understanding of a video strategy here’s a breakdown of video marketing and the different types of marketing videos.
Video marketing is the use of videos to promote and market one’s product, service or cause.
It can be used to increase engagement on your digital and social channels, to educate consumers, customers or donors, to spark action and, of course, to simply sell products, services, donations etc.
As early as 2017 video had already risen to the top of many marketing tactic lists. However, over-produced and expensively made videos forced the industry to relook at their video strategy and in 2018/19 this medium became integrated as a holistic business strategy.
Today, your video strategy should see all teams produce content in a conversational, actionable, and measurable way.
A report from HubSpot Research, claims that more than 50% of consumers want to see videos from brands … more than any other type of content.
Video is not just about entertainment either.
Yes, one needs to keep the viewer engaged but video on landing pages can increase conversion rates by over 80% and global statistics reveal that simply having the word ‘video’ in the subject line of your email campaign can increase open rates by 19%.
A well-made video is also a great sales tool for your team, and for the non-profits and cause campaigners video is the most compelling medium to canvas donors and supporters.
Types of marketing videos
Now that we’ve sold you on the idea of creating a video strategy let’s break down some of the types of videos often used.
Showcase how a product works, the features of a product or even just an unboxing.
Perhaps one of the more ‘salesy’ formats, a brand video usually forms part of a bigger campaign and is designed to create brand awareness.
Fundraisers, a conference, a roundtable discussion or any event your business may be involved in makes for great short video creation, either in the form of pre-publicity or a show-reel of the event.
Thought-leaders in your industry are a powerful source of good video content.
It is a great way to build trust and authority for your product, service or campaign. You can use internal experts or find the influencers in your industry for a broader overview.
Instructional videos are great for both marketing material and brand affinity.
You don’t have to have a technical product for this format, you simply need to be inventive.
For non-profits and social impact campaigners a simple ‘how to donate in 3 easy steps’ video, for example, can be highly effective, which bring us to the next video type.
Animated videos are an excellent tool for a quick and easy way to demonstrate how easy it is to act on your proposition.
As mentioned above, donation drive animated videos work really well as part of a broader campaign drive.
These are different to instructional or ‘how-to’ videos.
Often an explainer video creates a fictional journey of an individual or group who are representative of the company/campaign’s core buying persona. The end result is the person or group using the brand’s product, service or contributing to a campaign and sells this.
Case studies and testimonial videos
Case studies featuring satisfied, loyal customers or donors are one of the most effective strategies for video content.
If you’ve watched television for more than an hour, you’re highly likely to have seen the OUTsurance adverts that feature happy clients. It works, that is why they continue making them. 😊
Broadcasting live on YouTube, Facebook or Instagram is a sure fire way to get instant engagement.
However, one needs to be mindful of the final presentation as this form of video marketing can be equally damaging if it does not place your brand or campaign in a professional light.
In our next BLOG we shall dive deeper into some great tips to a successful video marketing campaign.
- A Cause marketing case study: The Limitless Potential In Self
- YouTube Tips for non-profits and social impact campaigns Pt.1
- YouTube Tips for non-profits and social impact campaigns Pt.2
- 2019 Global NGO Technology Report Take-outs
- Email Marketing Best Practices
One of our recent jobs where the crew were required to climb into the Cape Town underground tunnels to film and shoot a concept created for a client of ours.
We used Point of View (POV) first user perspective shots, Virtual Reality technology and Augmented Reality to bring across the concept.