Different types of video marketing
Our everyday lives now take place more and more online and on digital platforms. On social media, but also on individual websites, we are constantly supplied with information and advertising. Videos are becoming increasingly popular in advertising and marketing in order to stand out in this wealth of information. Video marketing describes the use of video formats and moving images and is used to achieve a greater reach of customers and interested parties. This form of advertising has become increasingly popular, particularly through social media, as it is no longer associated with high broadcasting costs (as in conventional television), but is possible for almost any company.
Nowadays, technical progress in video production makes it possible for almost anyone with even a smartphone to produce, edit and publish a video.
Advantages of video marketing
Videos and moving images in general help to explain complex processes and issues simply and briefly. The video format attracts more attention and is generally easier to remember. Distribution on social media such as Facebook or Instagram can also have a strong influence on the target group. With a classic TV commercial, only the channel and the original time can be selected. Online, on the other hand, especially with paid ads, you can choose exactly who the ad is relevant for, so ideally your video will reach exactly the people you want to attract as customers or applicants.
Different types of video
When choosing the right promotional video, it is important to take a closer look at the objective and then select the right type of video. You can find an overview of different marketing videos here:
1. image film
One of the most important and popular forms of video marketing are image films. These short insights into the company show the corporate culture and the brand as a whole. They are primarily used for image building and enhancement and should ideally be universally applicable.
2. product video
Product videos, on the other hand, are particularly helpful for sales. This type of video usually focuses on a specific product, product range or service, which is presented and explained in more detail. This can be used for certain promotions or the launch of a new product, for example, and is intended to boost sales.
3. explanatory videos
Explanatory videos, on the other hand, are not aimed directly at selling the product, but rather at explaining the benefits or processes. The focus here is more on informing the target group than on generating emotions (as in an image film). Explanatory videos are often animated and are used to present complex processes simply or to train users and employees (e.g. tutorials).
4. testimonials
In order to appear particularly credible to the target group and to demonstrate your own advantages over the competition, it helps to use testimonials. Testimonials can be internal employees as well as customers or partners. They can provide authentic testimonials about the company and its products in video form and thus strengthen the brand.
5. recruiting videos
The use of videos is also becoming increasingly popular in HR marketing. In video form, the company can be made much more tangible for applicants and the employer brand can be established. In this way, suitable applicants can be addressed and convinced of the company. Communication with potential applicants is becoming increasingly important, especially in view of the growing shortage of skilled workers.
Measuring the success of video marketing
In order to ultimately measure the success of video marketing, various key figures can help. Firstly, impressions are a good indicator of how many people were shown the video online. The number of clicks tells you how many people have watched the video. Reactions such as likes, comments and shared content can also be indicators of how well the content was received by the target group. However, these key figures are particularly meaningful when compared to other content. This makes it possible to recognize when a video is performing particularly well or poorly. Comparing different platforms can also be useful for further marketing planning.
Personalized videos and local marketing
In addition to the various uses for video marketing, the creation of personalized videos is becoming increasingly important, especially in local marketing. By addressing a specific person or a specific target group in a personalized way, more attention is generated in the viewer and an appreciative feeling is usually triggered. This emotional connection can then lead to a higher purchase intention and a positive assessment of the brand. In addition to the personal approach, general brand videos such as image films can also be adapted to the local sender (such as retailers or branches). In this way, the customer receives a video directly from their local contact person and thus builds a stronger bond with the local brand.