Three types of video for your marketing goals

by Yolanda Ocon

Over the years we’ve seen different marketing tactics come and go but one that has remained constant is video. Video has evolved over time, from the old school TV commercials with catchy jingles and cheesy lines to quick fast paced impactful online videos we see nowadays.

The evolution of how we consume content has made brands switch their focus to online video content, it is not only more affordable than TV commercials but it also opens the door to reach a wider audience. Sharing good quality video online is a great way to connect with your audience, spark conversation, and build trust. With online audiences continuing to grow there is no doubt that online video marketing is here to stay.

If you are at the start of your video marketing journey, it can feel a bit overwhelming as it takes time to find your voice and the message you want to send. You might be restricted by your budget, and consequently it will raise the question of whether to produce the content in house or work with an agency to guide you through the process. No matter what route you choose, I recommend you to take some time to think about what your main goal is.

Once you’ve established your goal, the type of video you create will vary depending on it. Here are three of the most common focuses when it comes to video content.

Educational

Educational videos are a great way to explain your products to your audience whilst teaching them how to make the most out of them. These types of videos help brands build authority in their field, making them look more trustworthy and they are great for the buyer’s awareness stage.

Brand story

A great opportunity to share your company’s journey, how it all started, where you are now and where are you heading. The perfect medium to impress your potential customers, this is the right place to get emotional and inspirational. Showing the human side of your brand will help you connect with your customers at a totally different level.

Product

In these types of videos, your product becomes the hero, here is where you show your audience the uniqueness of the product you are selling and build hype around your brand. Product videos are great to showcase your existing range and the launch of new products.