The Best Types of Digital Video Marketing
According to research carried out by Cisco, in 2020 the video will constitute over 80% of online traffic (at the moment it is around 70%).
In other words, the future is in the video.
The future of marketing is in the video: statistics say it
By 2020, 72% of mobile traffic will be video. The Millennials (those born between the early 80s’ and 2000) spend 50% of their time watching online video, rather than the TV. This is confirmed by the statistics, but also by the main social networks, which reward and promote this type of content, especially YouTube, Vimeo, Facebook and Snapchat.
If the video will be the main tool for entertainment and information online, to reach their target companies will have to learn to communicate with the same language.
Stressed by continuous stimuli, sound and visual, we live in the era of promotional content (directly or indirectly), conveyed through multiple channels simultaneously, with one goal: to get our attention.
And it works 2 people out of 3 watch videos until the end.
The types of videos
Each video has the objective, more or less explicit, to promote a product or service. Some offer a little taste to stimulate curiosity and interest (teaser), others are reports that tell how ideas are born (storytelling), still, others how a product or service works in detail (tutorial).
There are different videos, each of which communicates a precise message. It depends on the company’s goal, and on its target.
According to Cisco, videos are primarily watched for entertainment and/or entertainment, gathering information before making a purchase, deepening their knowledge of a particular topic or understanding “how to” doing an activity (such as, for example, cooking a dessert, draw with Illustrator, build a box etc.).
All videos, regardless of type, tell something. They transmit in a simple and immediate way useful and valuable content, easily usable in order to reach the widest possible audience. What is the ideal video to promote your animation company?
Depending on the type of content, the video will be:
Pre-launch advertising video (teaser)
It is a multimedia content in which a new product or service is presented, highlighting its characteristics, benefits and advantages, before its launch on the market. Some videos are markedly demonstrative, especially when it comes to an innovative product. The goal is to raise awareness of the Brand (brand awareness), stimulate interest and create a desire or need. For this reason, it is important to address the right target.
Video reportages have a more markedly emotional style and imprint. Their content is also informative: they often tell how products, projects or simply ideas are born, following the step by step the professionals while they do their work (for example, the breeder who cuts the rennet and shows how the cheese is born, the chef who prepare a delicious dish, the jeweler who assembles a jewel, etc.). Product promotion is indirect. The main purpose of the video is to engage, excite, through the story of a story that highlights values that go beyond the product, such as passion, attention to the quality of raw materials, the craftsmanship of processing, the value given to people. A video storytelling creates a lasting bond of trust with its audience, strengthening the brand over time.
How many times have you asked yourself “How to …” and have you immediately searched on Google for a video that explains the procedure in detail? At least once, surely. The video tutorials (or video-lessons) are born with the aim of explaining in detail the steps necessary to achieve a specific result. They have a formative and demonstrative content, which they convey by providing detailed and precise information. A video of this type can be used to promote a product or service, explaining in detail the technical functioning and, therefore, the benefits (especially if the subject of the video is an influencer) or to retain its customers and show their competence / authority in the sector (as in the case of Clio Make-Up).
Corporate and institutional videos
Institutional videos, as the name implies, have a more sober and formal content. They are mainly chosen by companies or public institutions wishing to recount their own history, vision and mission, highlighting the value of their Brand.
Video interviews, often associated with institutional videos, replace images or texts superimposed, direct testimonies of people. The interviewed subjects can be the entrepreneurs or the employees of the company, but also the customers, the partners, the collaborators: anyone who can tell, in his own words, their own experience and offer value.
A video for social media
Being the type of content most used online, the video is perfect for social media. Multimedia content designed for social networks are generally short, with or without audio, designed for an audience that wants to relax and have fun, rather than making a purchase. Their purpose is to capture attention, to promote awareness about the existence of a new product or service and to get new fans/followers.
Webinars are videos that are very similar to the tutorials: they are a sort of video lessons aimed at a selected audience of “students” to whom a technical and specific training content is conveyed. The immediate objective is formative, the indirect object is to build up, over time, a reputation as experts in the sector.
Video marketing: the results that can be obtained
Compared to traditional advertising, written texts, infographics or images, videos have a great advantage: they communicate in a simple and immediate way. They do not last long, they only steal a few minutes (if not a few seconds) and do not require any effort, except look.
Accessible even without audio, short and concise, the videos go straight to the point, informing, having fun, exciting: the perfect tool to reach a wide audience, create a bond of trust with the Brand and maintain long-lasting relationships.
According to Cisco, in fact, the videos increase the Brand awareness of 139%, stimulate the sharing and encourage conversions, including e-mails: a value investment able to increase ROI and customer loyalty over time.
Unlike advertising, which interrupts, videos stimulate. And they offer something in return: useful and valuable content, entertaining entertainment, a food for thought.