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Video Marketing: Everything You Need to Know

Video Marketing: Everything You Need to Know

Whatever business you have started or have been doing for a certain amount of time, it can be assumed that the significance of video marketing is not something new to you. Almost every one of us knows very well how important video marketing can be, no matter what type of business you do. However, there have been some changes in the lifestyle of people, after all, we are living in the 21st century, so it’s not very strange that traditional ideas and conventional thoughts are no longer dominating the current business trends. Just like many other modifications that the business world has observed, the importance of video marketing has hugely been increased throughout the previous years. In the overall marketing plan of ours, video marketing is not just a single small piece of it, rather, it is now considered as central to your outreach and campaign efforts, especially in situations like social strategies.

So there is no confusion about the fact that, if you are not making videos for your business like many more, you simply are falling behind. In case you still are in some kind of hesitation that what exactly to do with this issue, don’t worry, this article will hopefully help you out a lot. Also, you should be happy about the fact that quality video making is not some kind of hassle as it was before. Even the smartphone that you carry with you for 24 hours can be used to shoot a very beautiful video that will attract your customers, all you need to have is a little guideline so that you can understand how to proceed further with this.

Before moving on, let’s define what video marketing essentially refers to, what abstraction it represents.

 What is Video Marketing

In a very simple explanation, video marketing is nothing but a tool that you are going to use to let people know about your product or the service that you provide. By using video marketing, you will try to promote your product or service, increase people’s engagement on your digital and social channels, try to educate and inform your consumers or customers and thus reach your audience through a new medium.

Why Focus on Video Marketing

In recent years, there has been a significant modification in the criterion of what role video marketing plays in our business. Turns out that video marketing is not anymore, a singular marketing tactic, rather it itself has become an entire marketing strategy. It’s a holistic business approach, and while making videos, don’t forget that your videos need to be made and presented in a conversational, actionable and measurable way.

The report from HubSpot research shows that more than 50% consumers are out there who would like to see a video from your brand and that depicts the fact that these people prefer this video type of marketing other than any type of content, so in such a situation, don’t ignore the issue. Unless you ensure that your marketing team are prioritizing video marketing enough and taking proper actions further to make it effective, you are not going to be able to capture this huge market segment, of course, you don’t want it to happen.

Types of Marketing Videos

Now that we know how important video marketing is from the perspective of the modern business world, the time has come for you to acquire the relevant knowledge, regarding the basic types of marketing videos and selecting the perfect one for you.

1. Demo Videos

These types of videos are basically to showcase the way through which your product works or your service can be useful for them, in other words, it gives a brief idea about your product and everything you want your audience to know. It might be like taking your viewers on a tour of your software that you are launching or it can also be like the unboxing of the newest collection of your product as well. No matter what type it is, it really creates hype among people if you can craft your video in a particular way.

2. Brand Videos

The region that brand video covers is certainly a huge one in size. It’s a kind of video through you are going to let your audience know about the high-level mission, vision, and the philosophy of your product or business. Most of the time, these videos have the possibility to touch the hearts of the consumers in such a way that lots of potential ones turn into active ones. And there are also lots of people as well who are really concerned about the brand philosophy, so don’t take it lightly. By creating brand videos and advertising it, you are serving the goal of building awareness around your company and intriguing and attracting your target audience

3. Event Videos

When your company decides to host a conference, or is planning to have a round table discussion, or maybe thinking to arrange a fundraiser event or any other type of event, whatever it is about, tell your video team to get ready because it’s a perfect time to shoot some mind-blowing videos and publicize it. Even though at a first glance it might seem not so much attractive as a whole, keep in consideration the fact that through the videos you make while taking part or hosting these events, your audience will have a better way to know about you and your network, and thus they might feel to know a bit further and finally turn out to be your customer. Event videos will certainly present scope for the people to feel more and more connected with your brand.

4. Expert Interviews

We all know how easy it is to make a significant amount of change in the perception of something in a person’s mind. By making expert videos, you are actually making the best use of this human nature. All you need to do to serve this special purpose is to capture the conversation or interview with any internal or external expert of your industry, or might be some thought leaders as well, and then spreading the video among the mass.

This is a real-life effective way to build trust and authority with your target audience. But you have to be careful while finding out the perfect influencer that works the best for you. Not necessarily he or she will have to agree with your point of view, just make sure that throughout the interview, the product of your brand comes in discussion, and thus let your audience know about it as well.

5. Educational or How-to Videos

It’s an interesting way of video marketing. Especially when you are launching a new product or a new kind of service that is relatively new in the market or the target audience might not have a very clear idea regarding how to deal with that newness, in those cases, it’s absolutely important to make educational videos. Through these videos, you are going to teach or educate about the product, and of course in a concise and easy-to-understand way. Also, these might not only focus on your own product or service, it might simply present fundamental knowledge about an ongoing crisis or a solution to a particular problem. All these types of educational videos have their own significance among customers.

6. Explainer Videos

Since you obviously want your audience to understand it in a better way that why they need the product or service that you are providing, you might feel interested in making an explainer type of video. Generally, the main focus of these videos is on the advantages of the ways a product can provide the solution to a particular problem.

In some cases, the companies [refer to present the videos with a fictional journey of the company’s core buyer persona, and at first, showing the situation where that person is struggling with a problem, it is ultimately shown in the video that the product or service of the company comes to the rescue and effectively solves that problem.

7. Animated Videos

If you are worried about how you are going to introduce that hard-to-grasp concept about one of your products to the customers, this kind of video might be one of the best options available for you. By making animated videos, you can portray a critical concept very easily to your audience because everything that is visual is always easier to understand so the explanation that you are providing with your video about the particular abstract service or product are going to be appreciated-we can assume it as long as you can make sure that the video maintains quality itself.

8. Case Study and Customer Testimonial Videos

Your target audience will be sometimes a bit confused that if your product can solve their specific problem, before buying your product, it’s very common that they might feel hesitation. Now in such a situation, what you can do is to show them that, there are others like them who had similar problems but by using your product, they no longer are suffering and also, they are highly satisfied with the product. By doing this, the people will have a brief idea about the fact that the product is being used by others, and since the review is not bad, they are more likely to use it themselves.

Now to do all these, make case study videos, featuring your satisfied, loyal customers. Since these people are your best advocates, by getting them on-camera, and letting them describe how they were facing a challenge or problem and how your product solved it for them, you indirectly influence the others to do the same, that is, buying your product.

9. Live Videos

While conducting live videos, your viewers can have the opportunity to have a look at your company’s behind-the-scenes. People can directly engage in these kinds of videos sometimes by commenting so chances are there that the number of viewers will be more than the videos-on-demand.

10. 360⁰ and Virtual Reality Videos

These kinds of videos have upgraded the user-experience to another level, the customers now can have the premium opportunity to literally feel and see the product even before using it, in almost a real-life situation. The more you can manage to create this kind of videos, the more people are expected to be attracted to them and ultimately getting themselves engaged with the product.

11. Personalized Messages

It’s totally different use of videos, sounds pretty uncommon but videos can be considered as a way to start a conversation or respond to someone via email or text. Moreover, you can record yourself recapping an important meeting or giving personal recommendations through videos. The audience for whom you are making these videos, they are surely going to be highly delighted about it.

How to Make a Video for Your Business

Now comes the part that exactly how are you going to execute the whole video making strategy. Well, there are steps that you will be needing to follow. At first, you have got to make a rough plan for your video. You have to figure out what type of content you are going to use to make the video, what is going to be the core topic and also what is the probable timeline- lots of issues are there that you would need to bring under proper planning.

The next thing is making a script of the video. It’s a big part of the whole thing, unless you can ensure that the language and the flow of the video maintains quality and coherence, you cannot say that your video is of good quality and might not bring you the expected customer engagement.

Now another thing important here is understanding your camera well, which equipment you are going to use to make the videos. It’s good for us that now even with the help of smartphones, we can shoot great videos. However, using professional cameras is always there as an option.

You will also have to set up your studio with the necessary facilities so that your work process can be a whole lot easier to maintain. After that, you need to find out the right talent. Those who actually have the real knowledge about how to shoot great videos and know it very well that how to tell stories through videos, find them out and offer the job to be a video-maker of your business.

While shooting videos, keep in mind that this one is only going to be a rough one, necessary edits will be made later. After capturing the raw footage, now it’s time to start the post-processing. Organize the footage and edit this with as much perfection as possible. See that if the message that you wanted to pass through the video is actually being visible or not. Also, you will also have to add music and voice-overs, do them carefully.


Video marketing, the most exciting thing about it is the fact that it’s just so easy to let people be a part of your customer family by using this marketing strategy. Since people always prefer to have the content of advertising as visual type, if you can manage to maintain the best quality in your video, you can almost be sure that the outcome of your effort is not going to disappoint you.