The world’s first video ad was aired for Bulova Watch Company in 1941. It was a 10-second, black and white commercial of a Bulova watch face superimposed onto the USA, with a brief voiceover: “America runs on Bulova time.” That was enough to change advertising forever.
Soon after, other large brands such as Colgate, Procter & Gamble and Coca-Cola followed suit, and the rest is history. It’s safe to say, then, that video marketing is no new concept, but the way we use video is changing significantly and fast becoming a big part of every business’ marketing tool kit.
Today, we have far more options than just television advertising. The possibilities are endless, as we can now share ads on a variety of digital devices such as phones, laptops and tablets. And it’s only within the past decade that we’ve started to see companies use these creatively in a variety of ways.
New to the idea of video marketing? We’ve put together a list of the different types of video marketing and a bite-size description for each to help you better understand the different goals you can achieve with this excellent marketing tool.
This style of video gives viewers a walk-through of complex products or services. Whether it’s a run-through of functions on an app or how effective a product is, a demonstration shows potential customers just how useful something can be. A good example of a demonstration video comes from Headspace. Their video communicates a lot in a very short space of time without being under or overwhelming. It highlights that you can give the app a go without having to subscribe. Win-win.
This style of video highlights a customer’s problem and presents them with a solution. Explainer videos focus on the company’s core buyer persona and use video to relate to those the video is targeting. A fun example of this can be seen by Spotify. Their explainer video is super simple, eye-catching and engaging, and explains all of the benefits of the platform in just over a minute. Check it out, you won’t be disappointed.
This style of video sells key points of a company to a customer through visually appealing animation. An effective example of animation video can be seen by Airbnb. Their entire video is made up of drawings that flow from one to the next without the need for live action elements.
4.) Case studies
This style of video is a great way to better connect with your target audience as it presents viewers with a real-world example of someone who has used a product or service, which puts their experience into context. By showing a loyal and satisfied customer, your prospective customers can see the types of people who are advocates for your brand. This type of video is used to build trust between your brand and a new customer.
5.) Augmented reality
This style of video uses a digital layer over the top of your reality. A great example of this is Google’s 3D animals: using your phone’s camera, you can see what it would look like having a tiger in your very own living room. For a more practical use, augmented reality videos have been used by IKEA to help customers to see what their furniture would look like at home.
6.) 360° and virtual reality
This style of video can be used to create a more immersive experience for the viewer, to make them feel like they have been transported elsewhere. 360° allows you to see all the way around you, you can see behind you, left, right, up and down – just like you can in real life. As for virtual reality, you can see a three-dimensional image or environment and interact with it. For example, during lockdown John Lewis used virtual reality to recreate the magic of shopping for Christmas, so that their customers could enjoy a more interactive online experience without leaving the house. However, 360° and virtual reality are not just for marketing, they can be used to make games too.
This style of video can be used to better explain a complex idea. Whether that’s installing a fence, using new software or using a cleaning product, how-to videos can be the difference between a customer being excited to buy your product or being confused and abandoning the purchase.
8.) Customer service
Customer service can absolutely make or break a business, so if you can carefully articulate the best ways to handle customer queries in video form, your employees will be armed with the knowledge they need to adapt to different scenarios. This style of video is perfect for helping new starters find their feet and making sure that veteran employees’ skills are up to date.
This style of video is used to help new staff members settle into a company (known as onboarding), and such videos include overviews of the business’ processes, people and culture. Getting new employees fired up about working for you can quickly pay dividends if you really need them to hit the ground running, so don’t overlook the importance of onboarding videos.
Video marketing with Digital Ethos
Digital Ethos has over a century of combined experience in the digital marketing sphere. We’re passionate about developing effective strategies that empower your brand, and it shows, as creativity flows through everything we do.
Command attention with visual marketing solutions and contact our talented digital experts today.