Video marketing is no longer a “back burner” option, but needs to be a primary component of your marketing strategy. You’ve seen the stats- video is viewed 5-6X longer than traditional content, 1200% more video shares on Facebook than other posts, over 75% of consumers state that watching online video influenced their purchasing decision, etc. etc.
But what types of videos should you be making? There are many options and here I will discuss a few of the pros and cons to each.
- Explainer videos- direct, on camera videos that walk the viewer through how a product or service works, benefits, etc. These are powerful and people often search for information to learn how something works.
- Interviews- this type involves the video producer conducting an interview of a guest or expert. This type of video has the advantages of taking some of the focus off of the video host (in case you get a little nervous being on camera), and also add credibility or authority as you are in charge and asking the questions of the guests.
- Animated or white board videos- these little doodle or cartoon videos have several advantages, but also some limitations. First, they require no one to be on-camera at all, and they traditionally have higher rates of engagement (e.g. more views, shares, etc.) due to the novelty of the animation. Not as many businesses do this type of video, so they tend to stand out. Downsides- they require special software or are VERY expensive to produce custom videos. Also, although engagement is high, conversion is actually lower than our next type of video.
- On-camera or “talking head” videos. These are the most common type of videos where the subject is the one on camera talking to viewers. The obvious downside here is that it requires you to be on camera, but remember that it isn’t live video so you can pause or “cut” as you need to. The upsides are that it requires the least effort to create them and the conversion rate tends to be the highest. The reason for this is that viewers feel a connection to you, the one on camera, and people tend to become customers of people that they know, like, and trust.
- The final category is the newest and that is live streaming video. Upsides are that there are now numerous platforms where you can live stream from: YouTube Live, Facebook Live, Periscope, Instagram, etc., so you can pick the one where your audience is most likely to hang-out. Also, the platforms listed above have changed their algorithms to reward live video. For example, Facebook Live videos are statistically about 8-10X more likely to appear in newsfeeds vs. traditional videos. This means more organic views for you. Downsides do exist though. Production quality is usually a lot lower as you are using your phone or mobile device, rather than a quality digital camera, and you have no ability to edit the videos after the fact, as THEY ARE LIVE! Also, because they are live, there tends to be a little stronger fear-factor as you cannot pause, cut, or stop shooting without it being obvious that you did so.