The world is shifting, and video marketing is the new darling of content marketing!
The purpose of content marketing is to create and offer valuable content customised for your audience. It should attract, engage and convert your visitors.
That’s where video marketing comes in. There are so many opportunities for you to offer your audience video content throughout the journey – videos that will help educate them, make it easy to trust your brand/association, and move them closer to your mission and share your values.
Without further ado, here are the top 15 types of video content that will help you to stand out:
The purpose of Manifesto Film is to acquaint your audience with your values, visions and ultimately the core of your brand/association. You can get your brand across using visuals, sounds and storytelling in a way that would be impossible through any other medium.
Click to watch the video:
https://www.youtube.com/watch?v=abMHppKMkMY
Through animation a new dimension is created. Animation provides visual and emotional stimulation, as well as that “wow” factor that makes your video content memorable.
Show off your creativity by some bite-sized video content. Think short, fun and creative.
Click to watch the video:
https://www.youtube.com/watch?v=3cAVFehqilA
We all love learning new things. If brands find a way to make learning faster, quicker and fun, all the better!
In the top of the funnel, a lot of your target audience is out there searching for new info – that’s where educational videos come in. Educational videos offer real value to your audience that they can apply to their everyday lives.
For instance, this video on “SEO for Startups in Under 10 Minutes” by Google Webmasters provides excellent educational content. Click to watch the video:
https://www.youtube.com/watch?v=El3IZFGERbM
A relatively newer phenomenon but one that’s catching popularity fast are video interviews. Similar to educational videos, these teach your audience something real, valuable and new.
They act as a cross between brand films and educational videos, in a comprehensive, stylist and story-driven way.
Click to watch the video:
For many marketers, video starts here. It begins as a way to show how to do something more efficiently.
These videos are great not only for establishing expertness and authority in a vertical, but for capturing the all-important “how to”- and “hack”-themed queries in the search results.
They can also be cheeky and fun, like this viral video by Dollar Shave Club. Click to watch the video:
https://www.youtube.com/watch?v=ZUG9qYTJMsI
Another novel concept – 360° videos are a stunning and captivating way for publishers and content creators to share immersive stories, places and experiences with their viewers.
Think Behind-The Scenes, event sneak peaks, event live streaming – this can be a steal when it comes to convention, and many event venues are embarking on this new concept.
Try moving the mouse over the image and find out to what level this format is immersive for the audience who could not attend on that occasion. Surely making such a video gives the possibility to reuse images of past events as an invitation to a second event or the following year's convention.
Click to watch the video:
https://www.youtube.com/watch?v=1ji220_ULAU
This nurturing is often done through email marketing, using contact information you obtained earlier to send users targeted content.
What better content to send than a video to catch the attention of your target? Give them a dose of surprise and differentiate yourself by using a video at this stage. Be sure to use CTAs at this point to convert your users.
Product reviews are a staple in the world of corporate video, but they are so for a reason. Because they’re effective.
Nothing helps more than showing how your product or service works in practice to convince your viewers of its benefits.
Volvo‘s video with Jean Claude Van Damme is a brilliant example – Click if you need a reminder:
https://www.youtube.com/watch?v=M7FIvfx5J10
Show the human side of your association, connect on an emotional level with your viewers and let the personality of your company employees’ shine through a culture video.
You can include slice-of-life employee interviews, team-building days, pranks, birthday parties, your secret sauce, bloopers, and everything in between. There’s no formula for this one, but lots of room for creativity.
Need an example of a great culture video? Check out this one from the folks at Apple:
https://www.youtube.com/watch?v=X9SK052cF3c
Testimonial videos can be a versatile tool: In addition to building trust and credibility, they can be used to showcase the features of your product.
If you can get an influential voice to support your advocacy campaign, or if you are able to record the voice of the people for an awareness-raising campaign a testimonial video is worth more than gold.
For example, have a look at this fun testimonial video by Slack:
https://www.youtube.com/watch?v=B6zVzWU95Sw
Campaigns of this kind that speak to a large and wide audience have always been competing for the attention of users.
Designed to pull on emotional strings, a social campaign must provide sharp, shareable content that addresses burning issues in a creative way. Associations or political movements that support big ideas can gain trust and create a positive image in the minds of their users.
There is a more emotional way to achieve this such as the emotional 'Love Has No Labels' by Ad Council
https://www.youtube.com/watch?v=PnDgZuGIhHs
or a more impactful and incisive way to move minds like our "ACT NOW" video in support of the #stopfakegreen
At this point, your leads are generally looking for answers to any remaining questions they may have. You need to allay their fears and calm any last quibbles before they engage.
This type of video can be used by industrial associations to highlight the work of their members and answer questions that may be of interest to a broad public in society.
McDonald’s Canada provides a neat example on how to score on the FAQ game providing users with a wave of informative videos to their questions using an engaging microsite.
Click to watch the video:
https://www.youtube.com/watch?v=mPF5lB2LCqA
Maybe your audience have another important question that needs answering: will you assist them?
There’s one way to answer that with a yes, you will. It’s through instructional videos. The best way to detail products, patents, services, new technologies and whatever else there is hypnotic to see.
Check out this spot-on instructions video example from Ikea:
https://www.youtube.com/watch?v=0Ljm1_wvDQs
Today’s world is all about personalisation. What brings people closer, is when you provide a personal touch and make your audience feel special.
Cadbury provides a neat example of how this can be implemented by sharing their customers’ personal tastes in chocolate – using Facebook photos and information from the social network. Brilliant!
https://www.youtube.com/watch?v=yrxOOK-U4Uw
Perhaps the last video of the season, the one that sees you together at the big convention. reportage-style images of speeches, workshops, debates, but also drinks, toasts, parties and lots of handshakes and smiling faces at the end. Everything that happened was edited in a few seconds shaken together well for a dynamic and captivating result. We made it!
https://www.youtube.com/watch?v=JAlCdQJ30Lo
