Video marketing is creating and sharing videos about your brand anywhere online, whether on your site, social media or via email. These could be video advertisements for your brand done in a TV commercial style, or something more subtle where your brand takes a back-seat. It’s tempting to call the recent popularity of video marketing a passing trend. The truth is that videos have always been popular—just look at the last century of cinema. The reason videos are skyrocketing now is technology. Sites can now host more videos, devices can now load videos faster. But it’s not only the popularity of video that makes it so effective, it’s the medium itself. Video allows more artistic expression and emotional connections than static or text-only content, and they can be a powerful visual aid in teaching complicated concepts. Videos draw on a century of cinematic techniques to weave rich narratives that speak to viewers in a way other mediums can’t compete with.

Latest industry stats ·Websites with videos have 41% more traffic than those without ·Videos on social media receive 1,200% more shares than text/picture posts ·87% of consumers want to more videos from brands ·Marketing campaigns with videos see an increase in revenue 49% faster than non-video campaigns ·Emails with videos have a 200 – 300% higher click-through rate than those without ·68% of consumers cite video as their favorite way to learn about new products. That’s 4 times as many people as the second-favorite option, text-based articles (15%). ·Videos increase conversions by 20% on a home page and 80% on a landing page. Video content is seen more than text or picture-based content as it receives technical boosts in algorithms for social media feeds and search engines. Platforms like Facebook give special priority to videos in their social feeds, and Google’s latest algorithm changes have prioritized video by giving them an automatic carousel cemented at the top of search results. In other words, if you prioritize accessibility, you can enhance these effects even further with SEO-laden transcripts, which we discuss below. Of course, in order to reap all these benefits, you have to understand video production and marketing. The first step is understanding all your options.

Explainer videos Ex-plainer videos are the most common type of marketing video. These videos explain what a company or product or service does and how it works. Their complexity ranges from a quick introduction of the brand, to more in-depth instructionals outlining how a product or service works. If your brand enters new ground, i.e. you offer products and services that customers haven’t heard of before, explainer videos are an ideal way to show them how they work. The benefit of explainer videos is that they can entertain while they educate. Playful and stylistic visuals can make otherwise dull information more exciting, not to mention the effects of visuals on memory retention. One Red Cow Tip - Make sure the style matches your brand personality: the visuals, language, pacing, etc. Consider the value of real actors or animated motion graphics, jokes or just the facts. Remember, you’re communicating more than just what’s in the script—all your design choices like shot composition, color usage and shot transitions will influence how viewers perceive your brand. What are explainer videos good for an introduction to new brand, product or service brand awareness (getting your name out there) instructing consumers about how your product or service works if it’s complicated, new or experimental

Brand videos are like explainer videos without all the explanation. Established companies often use them to maintain their brand reputation. Their main objective is to present the brand in a positive light, so they often include customer testimonials and statistics highlighting the company’s success. One Red Cow Tip - Keep in mind lots of brand videos tread the same worn-out ground, so they’re more effective if they’re original. You want your brand to stand out, so don’t be afraid to be unique or even controversial. Avoid the same generic structure and visuals as your competitors to own your brand space. What are brand videos good for · improving or changing a brand’s reputation · highlighting your brand’s value points · incentivising viewers to be users or consumers of your brand

Different social media platforms have their own sections for user-generated videos, usually called “stories.” These videos are usually composed of brief live streams or quick messages to followers—ideal for periodically checking in with an online community. As a rule of thumb, these are usually streamlined and last just a few seconds. Stories are more popular with younger markets, and may be out-of-character for more formal or serious brands. One Red Cow Tip - Cater social media videos to their platform, and to the platform’s audience. Your followers on Snap-chat have different expectations and preferences than your followers on Facebook, so vary the style of your videos accordingly. Note the technical differences with each platform—for example, Facebook has some interactive features that other platforms don’t. What are social media videos good for ·strengthening your online community and building personal connections ·periodically checking in with your online community to gain greater brand awareness ·depicting your brand as youthful and modern ·making announcements and driving traffic to other campaigns, i.e. 20% off sale campaign

In short, video + blog = vlog. Vlogs are regular videos about a specific theme; done in the same casual format as blogs, but in video format. Vlogs usually involve the daily experiences of a vlogger (video-blogger). YouTubers who review a new game every week or travel bloggers who film their travel experiences are both common examples. Filmed podcasts can also be considered vlogs, as long as they offer more than just audio. Vlogs work best for community building and traffic, as they keep people coming back again and again, and at predictable times no less. The downside is that they’re more effort—vlogs require consistency and every time you miss a post, your followers notice. One Red Cow Tip - Focus on topics relevant to your brand. Videos in these areas will attract the consumers you’re looking for anyway, and these people will most likely associate your brand with whatever theme you choose. What are vlogs good for · increasing traffic with regular visitors · community building · establishing your brand as an authority on a certain topic—whenever a viewer has a question about that topic, they look to you for answers first · creating a solid backlog of content, which boosts SEO and time on site

Product or service videos revolve solely around a singular product or service: highlighting its features, explaining how it works and building anticipation for its launch. Product or service videos are similar to commercials, but they have the freedom to focus on one or two key aspects as opposed to giving a general overview. For eCommerce, product or service videos are a must. According latest research, up to 85% of viewers are more likely to buy a product after watching a video, so there’s a direct correlation with sales and conversions. Product or service videos also reduce the amount of returns—videos are more realistic than still images, so shoppers have a better idea of what to expect before buying. Furthermore, video can explain how to use a product o service, minimizing returns from people who say nothing more than “it didn’t work.” The best can even inspire new ways to use the product or service. One Red Cow Tip - As they have a very distinct goal, product or services videos don’t follow the same rules as other videos. They’re less about style and branding, and more about showing off the product or service itself. Think about the video from the perspective of the viewer who’s never seen the product or service before. What features will they be interested in? What parts need clarification? What wouldn’t they discover on their own? What are product or service videos good for · introducing new products/services or new features on existing products/services · eCommerce product/service pages · explaining how to use complicated or confusing products/services · influencing the reputation of a product or service, i.e., video of happy people using the product/service make the product/service seem fun

A how-to video explains in a visual, step-by-step way how to do something. A large portion of citizens look to online videos when they need to learn how to do something, so the right how-to videos can bring in a lot of traffic. When successful, how-to both establish you as an authority on the topic and strengthen your community by giving them something valuable they can use: knowledge. One Red Cow Tip - The trick is to stay on brand, giving instructional on topics relevant to your target customers. Normally, people will stumble upon your video when searching for how to complete a specific task. if you can master this technique, regular viewers will browse your videos for inspiration on new ideas ornew projects to try. What are how-to videos good for · establishing yourself as an authority · increasing more traffic with regular visitors · improving brand reputation and loyalty—viewers are grateful that you are providing useful content

When video marketing is thought of as an artistic medium, we’re referring to short films. These forego the pretense of a promotional video, and are no different than the short films at the Oscars. Rather than “selling,” short films take a back-door approach to winning their audience’s money by winning their hearts. Look at the cultural impact of Ridley Scott’s iconic 1984 “commercial” for Apple’s Macintosh, or the cinematic storytelling in The Follow, which boasted a top-tier Hollywood cast, director, and even screenwriter. Like their feature film counterparts, short films aim for an emotional connection, even just a laugh or two. From a marketer’s perspective, the viewer will associate those positive emotions with the brand, and that has a stronger promotional component than simply listing out benefits. Making a good short film is a lot harder than Pixar makes it seem. Without self-promotion as the backbone, you’re left building your story on emotional connections and cinematic techniques—both of which require sufficient talent and ability. That’s why brands often outsource these videos to seasoned filmmakers outside of the advertising sector. One Red Cow Tip - Short films work best when the promotional elements take a back seat. That is to say, let your viewers immerse themselves in the story without reminding them it’s really just a commercial. Apple’s The Bucket does this well. It’s essentially just a short film; the promotional element is that it’s shot entirely on the product they’re trying to sell. What are how-to videos good for · Sparking emotional connections and building community · Fostering brand recognition and awareness · demonstrating your brand’s personality, especially if your branding strategies prioritize style or feeling over the practical value of your products/services (typical in the fashion industry, for example)

When it comes to video marketing online, a commercial is basically a TV spot, co-opted for online spaces. One Red Cow Tip - Remember that people may not necessarily like commercials and may choose not to watch them online. For that reason, it’s best to lean towards the entertaining side of commercials. Also, If you already filmed a commercial for TV, it’s as simple as uploading it online—although viewers would definitely appreciate something new for the online version. You could upload a longer version online with extra footage as well. What are commercial videos good for · traditional online marketing · highlighting product features and incentivizing sales · multi-channel campaigns spanning TV, print or other avenues besides the internet