Video continues to grow as a medium, with 81% of businesses using video in their marketing in 2018, according to a video marketing survey by HubSpot. Survey respondents reported viewing an average 1.5 hours of video daily.
But which types of video should your organization use?
1. Brand Video / Company Story
Brand videos provide an introduction to your company, giving viewers an opportunity to get to know you better and get a peek at what you do and why. This type of video is best used for targeting prospects at the top of the sales funnel, and wherever you want to increase awareness. Keep these videos short and entertaining.
For example, I dare you to watch this video from the Cleveland Clinic, which emphasizes empathy in healthcare, and not be moved:
2. Product Highlight
Your company can use videos to demonstrate your product or service. Rather than focusing on a product’s selling points, emphasize how it benefits the customer. Answer the question, “What’s in it for me?” This is a great way for viewers to “test drive” your services and help them feel more confident about making a purchase.
3. Event Recap
An event recap can give viewers a closer look at your mission and company culture. Stay professional, but take the opportunity to be fun and casual. These types of videos are also easy to produce—you could record a few minutes of the event on your phone, and even show a live video at the event itself.
See how, in two-and-a-half minutes, the American Physician Institute recaps their 2018 Annual Master Psych Conference in Santa Barbara, CA:
What your video teaches will depend on your company and specific marketing goals. You might create a video to demonstrate exactly how to use a product, such as a piece of lab equipment. Or show how the viewer can use one of your products or services to solve a problem. This can help both current customers and leads who are close to a purchase.
5. Expert Interview
If the expert is a team member, their interview can demonstrate company culture and expertise. An expert outside of your company can help you establish credibility. This type of video can be as casual or formal as you want: a short conversation at an event, or a longer sit-down in the office.
As an example, check out this 3-minute interview with Dr. Patrice Harris, chair of the American Medical Association, on how to address the U.S.’s opioid addiction crisis.
6. Customer Testimonial
Testimonial videos give future clients the opportunity to imagine themselves being just as happy and satisfied as the customers in the video, encouraging a purchase. A whopping 90% of customers say that videos help them make buying decisions, so this type of video works well towards the bottom of the sales funnel.
Bring Video Into Your Marketing Strategy
Don’t fall behind content marketing trends! Incorporate video into your strategy to make sure you’re capturing as many leads and revenue opportunities as possible.