Your Comprehensive Guide to Video Marketing

Video used to be the up-and-comer in marketing. It was new, flashy, and unexpected. Now, video marketing is a mainstay—nearly 50% of internet users look for videos about a product before making a purchase, and 74% of people say they’ve been convinced to buy or download a piece of software by watching a video.

The past few years have seen video consumption climb. Now that video is here to stay, it’s time for any holdouts to dive into video marketing. This guide will help you understand what video marketing is, why it’s important, and how to overcome video marketing challenges and find success with this medium. Lastly, we offer a sampling of free video marketing templates to help you start off on the right foot. First, what exactly is video marketing?

What is Video Marketing?

Video marketing is a type of content marketing that utilizes video to reach an audience. More specifically, video marketing is a core part of modern marketing and is useful for building brand awareness, reaching target audiences across a number of platforms, driving traffic to your brand’s site, and more.

Like traditional content marketing, video marketing can be used in a number of ways to achieve different goals.

Product videos

Product videos are similar to explainer videos, in that they explain how a product or service solves a problem. But product videos, also known as product demos, typically target people further along in the sales funnel by showing off specific product features. The Act-On video below is a great example:

The Act-On video begins almost like an explainer video by sharing pain points. But the video then takes a deeper dive and identifies specific features and shows how their software can help, which is much more in line with a product video.

Live videos

A live video is a real-time broadcast, typically on a social media platform, that gives viewers a chance to interact with a brand. Company leaders or frontline workers can host live videos and can use them to run contests, interact with customers, or, in the case of the Dunkin’ Donuts video below, show people how to do something fun.

Live videos are versatile and can be effective for brand engagement, brand awareness, and building buzz around your company. And if it’s not apparent in the Dunkin’ Donuts video above, live videos can be a blast! Web-based live streaming platforms like BeLive can be especially handy for anyone to promote their brand, interact with their audience and grow their community with live video.

Customer testimonials

Customer testimonials are videos that center on a brand’s clients singing their praises. Studies have found a positive online reputation can directly impact your business’s success, so creating customer testimonials is more important than ever before. The example below, from Dropbox, takes a unique approach by showcasing numerous customer testimonials at once:

Well-spoken customers who will resonate with your audience are one of the most important aspects of a customer testimonial — a point made clear in the Dropbox example.

User-generated videos

There are times when your best marketing videos come from your customers. User-generated content (UGC) videos are pieces of content that your customers create that you can then use to showcase your product, service, or brand in action—while also boosting your customer.

For example, Sylvia Longmire, founder of Spin the Globe Travel, created a video and Facebook post to promote her brand. In the post, she gave Vyond a lovely shout-out. We were able to then promote her post, which helped her social post and brand, and get our name out there as well.

User-generated content can vary in appearance, but, ultimately, it all helps build brand awareness in a very real way.

There are numerous additional video types, but the examples above get at the heart of video marketing. Ultimately, each type of video serves a different purpose, but all of them work toward one common goal: ensuring that your audience finds your brand. This is also the goal of traditional content marketing, so you might be thinking, “Why go through all the trouble to make video marketing content?” For more great examples of UGC have a look at GoPro and Bark Box‘s Instagram accounts.

Explainer videos

Explainer videos detail a new product or service or tell a company’s story via a short video. Explainer videos often use animation to reach potential customers by pointing out a common problem the target audience is having and how the company can solve that problem.

This generic video demonstrates some of the key elements of an effective explainer video. First, a problem is introduced, followed by an introduction of a solution. The rest of the video is dedicated to explaining that solution and calling viewers to action.

If you already have a Vyond account, you can use the video above as a template to create your own explainer video.

USE THIS EXPLAINER VIDEO TEMPLATE

Why is Video Marketing so Important?

Content marketing and SEO content are likely already a part of your current marketing tool kit. But video marketing is also important for a number of reasons, including:

• Videos drive engagement. Video in a tweet can drive up engagement by 10x. Traction on social media can translate to traffic to your site, making video especially valuable here. Video ads also frequently outpace other ad formats in revenue. In short, video can increase the chances your marketing efforts pay off in the form of engagement.
• People prefer video. Marketing surveys have shown that 66% of people prefer video over text when it comes to learning about a product or service. Because video is the preferred type of content, you’re already more likely to convert people using video versus text.
• Video is versatile. You can use a video on a landing page, share it on social channels, and include it in email marketing efforts, giving you the chance to reach numerous audience segments. Keeping in mind the many types of videos outlined earlier, video is usable on virtually any channel, for any purpose. Because of its versatility, video delivers a lot of bang for your buck.
• Mobile use is climbing. Believe it or not, the mobile market still has room to grow. About 5.7 billion people are slated to be using mobile devices by 2023. Many mobile devices play videos, meaning you can reach your audience from virtually anywhere with mobile videos.
• Video helps with SEO. SEO, or search engine optimization, is the practice of optimizing content so it’s easier to find on Google. YouTube is second only to Google when it comes to search engine traffic, racking up more than 2 billion visitors each month. YouTube videos can show on Google and rank for certain keywords, which is great for brand awareness. Since YouTube is also the world’s second-largest search engine, a trending video on YouTube will also help brand awareness. When you make YouTube content that does well, it’s a win-win.

People love video, and with mobile use climbing, video is set to continue growing in importance. But, while video marketing is important for modern marketing success, video creation is still fraught with challenges.

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How to Overcome Common Video Marketing Challenges

Video used to be inaccessible to many businesses on account of cost, talent shortage, or equipment needs. Video is now more accessible than ever, but there are still common challenges when it comes to video creation and video marketing.

1. Lack of experience

All content can be cumbersome to create, whether it’s a blog post, infographic, or video. But video both figuratively and literally has a lot of moving parts, making it especially intimidating to those with little or no experience. Fortunately, there are steps to help anyone — even those with no experience — make a video.

• Step back and plan ahead. Think about what it is you want to accomplish with your video, who your audience is, and what kind of message would resonate with them.
• Make a script and storyboard, and think about what your budget can accommodate. Don’t worry if you have zero storyboarding experience. You’ll likely be the one looking at the storyboard, so it’s okay if it’s rough. The important thing is that your script and storyboard capture the message of the video and help you spot any problems before entering production.
• Bring in backup when you can. If you don’t have anyone with video experience on hand, bring in a writer or designer or someone with some visual savvy to at least serve as an extra set of eyes. This person can look over your script and storyboard and tell you if there are any potential issues.
• Take your time when making a video. Rushing can cause mistakes, and mistakes will only discourage you. Take things one step at a time!

There are a number of great video marketing resources online. Be sure to do some extensive reading before you even begin planning.

2. Budgetary constraints

Every company has a budget. Sure, video has become more affordable, but budget can still be a limiting factor for many video marketers. While you can’t change your budget, you can change your approach to video. If you’re envisioning a live-action video with a number of scene changes and actors, you could be looking at spending many thousands of dollars. An animated video, especially one made with software, would cost you only time and a subscription fee.

Marketing is never a guarantee, especially when you’re first trying a new tactic. Your first few videos have a lot to prove, including the value they can bring to the company. Because of this, keeping costs low is especially important. Consider using animation software and reduce the cost of your first video as much as possible. Once you’ve had one or two successful videos, you’ll be able to make a better case for a higher budget.

3. Human resource shortage

Video production can require a lot of hands. This is especially true for live-action videos, in which case you’ll need actors, a video editing crew, designers, and more. Even an animated video can require a lot of manpower if you’re not using software.

An animated video can entail hiring designers, animators, sound engineers, and voice actors. But with the right animation software, it’s possible to reduce the number of hands and the amount of time needed. For example, with Vyond, you can forgo a designer and an animator. That means a single person can create an animated video. This will help your budget and solve your human resource shortage.

There was a time when video was far more inaccessible; only those with extensive teams and plenty of funding could create videos. Today, video creation isn’t just accessible; it’s also possible from the comfort of your computer with a team of one. But knowing how to create videos is one thing. Knowing how to create effective video marketing is another.

Video Marketing Ideas for Success

Video marketing is a powerful tool, but only when used properly. With the right planning and a little know-how, you can have repeatable video marketing success. The following tips will have you on the right path to creating appealing and effective video marketing.

Be personable

Brands face an uphill battle when it comes to winning people over — 69% of people don’t trust ads. Fortunately, 83% of people trust personal recommendations. The solution to this issue of trust? Make content people want to share and others will be more likely to trust it. People don’t want cold brands — they want relatable, personable faces. Use a video to introduce yourself and your company to viewers and be personable.

It’s also important to make content that will resonate with your target audiences and entertain them or inform them. Viewers can then share your videos, and, as a result, their family and friends are more likely to pay attention to your content. Look at your target audiences on social media and see what kind of content they’re sharing. Use this information to inform your video creation efforts so you can make branded videos that are more likely to be shared.

Tell a story

Videos are a great medium for storytelling. Use your online video to weave a story that audiences can relate to. This is possible whether you’re pitching a product or service or introducing your brand to the world.

For example, if you’re marketing a service with a video, craft a story or scenario the viewer can relate to, and then pitch your product as a solution. The example below, from GM Voices, does a great job using Santa’s call center to drive their point home:

Notice in the video that the story is fantastical in setting but still relatable at its core. You can think way outside of the box and create a story that’s downright goofy; just make the problem relatable. None of us has been on hold trying to call Santa, but we’ve all had horrible customer support experiences. Couple that relatable problem with the fun narrative GM Voices created and you’ve got a shareable video.

Give customers a voice

Customer testimonial videos give your customers a chance to be the star. These videos are also a great way to engage potential buyers — after all, 88% of customers give reviews the same weight as a personal recommendation from a friend or family member.

If you’ve received a glowing review from a customer or personally know of a customer who has had a ton of success with your service or product, reach out and see if they’d be interested in a customer testimonial. You can also go the route of Dropbox and include numerous testimonials in a single video. The important thing is that you’re giving your customer the opportunity to share their honest account of their experience with your brand.

Give your employees a voice, too

If you have a small team, new additions to the company are a big deal. Similarly, it’s a big deal anytime someone joins your company in a leadership role. Use employee videos to give customers a chance to meet your team.

Not only will this help humanize your brand, but it will also give customers a chance to get to know your salespeople, even if they never meet face-to-face. This is also a great way to promote your company culture, which can help attract top talent to your company. Nearly half of the workforce considers culture to be “very important,” making employee videos a great opportunity to highlight what makes your company special.

Be everywhere

You can easily add videos to YouTube, proprietary players on your own site, Facebook, Instagram, and just about anywhere else. 55% of consumers head to YouTube for information before making a purchase. Think about where your audiences like to go and make sure your videos are available there. Your conversion rate and your brand will thank you for it.

The right video marketing strategy can take your brand a long way. The tips above will set you up for repeatable success, making it possible to score video marketing win after video marketing win. Now, to make your video creation process itself a little easier.

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4 Free Video Marketing Templates From Vyond

Templates can make the video creation process smoother, faster, and potentially more effective. Vyond makes it easy to plug into a template and start customizing right away. The following Vyond templates can help you achieve numerous marketing goals without requiring extensive time or animation knowledge. Click here to learn about how to use Vyond video templates.

Testimonial template

Customer testimonials are a great way to spread awareness while also giving your customers the kudos they deserve. Giving your customers a voice is easier than ever with this testimonial template:

Use this template

You can quickly brand this testimonial template with your logo and colors. From there, you can replace the actors with ones that match the customers, and you can plug in the customer’s audio testimonial. This is a great social video piece but should also be featured in a prominent spot on your site.

General sales template

If you have a promo you’d like to announce, this template provides a quick and easy way to get the word out.

Use this template

This template is especially great for social media; it’s short enough to be turned into a GIF, requires no sound to be effective, and can easily be shared. Simply plug in your own promo numbers and company info, change the colors to match your brand, and this video is ready to go!

Event promo template

Whether you’re hosting an in-person event or one online, you’ll need to spread the word. With this template, you can easily tell your audience about an upcoming event.

Use this template

You can replace the information in the template with the right time and date, as well as any venue information. Like the sales template, this video is short enough to easily use it on social media. It’s also perfect for embedding in an email and sending out to your mailing list.

Product/service promo template

Every product and service needs some time in the spotlight. This product and service promo template allows you to promote your latest products and services in a quick animated feature.

Use this template

You can swap out the props for your own custom product art or even your brand logo. From there, you can put in your own descriptions and give customers a quick look at what sets your product or service apart. This is great for including an email newsletter, plugging on social, or placing on your own site.

Moving Forward with Video Marketing

Video marketing is a valuable tool that makes repeatable marketing success possible. While your first foray into video marketing will likely take some time and resources, future efforts will become easier and more efficient. The effort can, and likely will, pay off in the form of a more engaged audience, more brand recognition, and higher sales. And the best part? You and your audience can have fun the entire journey.

Make animated videos part of your marketing success. Sign up for a free 14-day trial of Vyond.

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