If a picture is worth a thousand words, what does one minute of video get you? According to Dr. James McQuivey of Forrester Research, the answer is 1.8 million words.
The numbers tend to speak for themselves when it comes to using video in content marketing:
- Ninety-three percent of businesses believe video increases user understanding of products and services (Wyzowl).
- Eighty-two percent of B2C content marketers and 79 percent of B2B content marketers use video (Content Marketing Institute).
Of course, as with any marketing tool, video is only effective when used correctly. That means knowing when and how to use different types of video in content marketing campaigns.
Understanding your options
While live action and animated video represent the two main categories, options under these two expand significantly and include:
- In-studio video blogs: These videos tend to accompany text-based, SEO-friendly content and serve as bite-sized supporting assets for those who’d rather watch than read.
- On-location interviews: On-location videos are ideal for showing off your business, whether it’s through interviews with executives or by touring your facilities.
- Event coverage: From product launches to industry conferences, event coverage videos can boost business visibility and generate excitement.
- Vox pops: Derived from the Latin phrase “vox populi,” or “voice of the people,” these videos offer a snapshot of public opinion. Think clips of people praising a show on their way out of a performance, or providing opinions that demonstrate the need for your product or service.
- Product demonstrations: Demo videos are the perfect way to show off the functionality of a product or service, making it easier for consumers to understand its value.
- Explainer videos: How-to and explainer videos are the perfect format for breaking down complex topics into easy-to-understand nuggets of information.
- Commercials: Whether straightforward product advertisements or videos intended to increase brand awareness, commercials remain a video staple.
Let purpose drive decisions
Each kind of video serves a different purpose in content marketing. While you may be partial to a certain type of visual imagery, it’s the purpose that should drive your decision-making process.
For example, maybe your ultimate goal is boosting brand awareness. You work for a newer company and want to demonstrate trustworthiness to potential customers.
In this instance, you could use one of two videos: A corporate promotional video that includes interviews with high-ranking executives and internal subject matter experts, or an eye-catching animated video to helpfully explain the problems your business solves.
On the other hand, maybe you’re more concerned with generating leads and converting website visitors into paying customers. In cases such as these, product demonstrations are a great way to…