e've all been there: creating a plan for your new
video, and not knowing what type of video would resonate best with your target
audience. The point of this blog post is to examine the five most common video
types and situations where each would be most
appropriate. This will help you make a more educated decision.
The five types of videos we will discuss today are brand stories,
customer journeys, customer testimonials, educational videos, and product
videos. Of course there are many more types of videos out there, but these five are most important to marketers.
The main purpose of a brand story video is to introduce
your brand and differentiate it from others. It is usually used in the awareness
stage of the marketing funnel. In other words, it's advertised to people that
are (mostly) unfamiliar with your brand. In addition to the awareness stage,
brand story videos are also widely used in the consideration stage of the
marketing funnel: conversions are usually increased when it is placed on a
landing page. A particular smart placement for a brand story video is as a pre-roll
ad, especially if the user is already watching videos relatable to your brand.
Here's a great example of a brand story video from Reebok:
Customer journey videos are meant to show viewers how a customer goes through the process of paying for and experiencing a product or service.
These videos generally help shape the viewer's expectations and explain the benefits your business has to offer.
See another video example below:
The goal of customer testimonials is very similar to the goal customer journey videos have: winning your audience’s trust. On top
of that, customer testimonials usually also validate products or services by
talking about specifics (e.g. product details and functions). Customer testimonials
are usually utilized in the consideration stage of the marketing funnel. It's a smart way to explain product features
through an actual customer.
See the video below for an example of a customer testimonial
Educational videos are often used when you are selling a
complicated or generally unknown product or service. But self-explanatory and
more well known products and services can also benefit from educational videos,
because the main goal is the same in any situation: claiming your spot as an
expert within your niche, and providing the customer with extra value. People
like the fact that you go out of your way to provide them with this extra
value. Educational videos are common in the awareness stage of the marketing
The video below is an example of an effective educational
Product videos are a must-have for anyone selling a
product or service. Showcase your product or service’s features and explain why someone should choose it over other competitors. Product videos are very
common in the consideration stage. After all, you want to introduce people to a
specific product or service after they have been introduced to your brand. A
product video might very well be that extra push some people need to buy.
You can see a great example of a product video below:
Hopefully you have a better understanding of the use of
several video types now. In future blog articles we'll discuss other video
types that may add value to your video marketing strategy. Until then, have fun
experimenting with these in different situations.