Marketers are well-seasoned in the art of adapting and going with the flow.
They simply have to be in order to keep up with the times and fast-paced changes happening every day in the industry.
The marketing landscape of yesteryear has changed drastically over the years, particularly since the pandemic took hold of the globe. Yet, one thing that has remained steady and reliable is the demand for video content.
While the nature of the content may be in flux, video remains an essential tool that marketers continue to harness to connect and engage with their target customers and audience at large.
But when you say ‘video’ in the realm of marketing, it can mean many things.
There are so many different ways to harness the power of video in your marketing strategy, and we are here to chat about three of the most common types of video used by marketers: promotional videos, brand storytelling videos and product demos.
A promotional video is a business video with the intent to promote your products and services to customers and prospects.
Of course, any video that you produce for your business is created with the intent to sell your brand in some way or another, but the content doesn’t need to be overtly ‘sales-y.’
The best marketers create promotional videos that have a conversational, more personal tone.
And according to Promo.com, the best promotional videos have three things in common: they hook the viewer quickly, draw them in, and deliver a clear message.
They seek to show what your brand is all about, rather than, say, an informational video or a how-to video. These still offer value to your audience but are slightly more indirect in their promotional capacity.
Some different ways to harness the power of the promotional video include FAQ videos, employee training videos, or even a behind-the-scenes look into what your brand is all about.
For example, if you run a sustainable, ethical clothing company, perhaps you might take your audience out for the day to showcase where you source your materials from.
Brand Storytelling Videos
Whether you are doing it through video or the written word, storytelling is one of the most powerful ways to forge connections in life and business. Storytelling evokes a feeling or emotion in a viewer. It helps establish both brand loyalty and engagement.
Brand storytelling is really about getting to the human side of your business and connecting with your audience on a personal level. How did your brand become what it is today? What makes it tick? What makes you tick and hustle day in and day out?
One of the best ways to tackle brand storytelling in video format is to dive into your brand’s backstory.
What drove you toward what it is that you do today? Was there a pivotal or lightbulb moment that made you create the product or service you are offering today? Did you have a life-changing event take place that realized the world would not be complete without your product or service? Share that story!
Another fantastic way to harness the power of brand storytelling is to really get into the hearts and minds of your target audience or customer base. Create a story that highlights some of the challenges they face, expresses understanding and empathy, and really connects with them where they are.
Product demos help brands and businesses showcase their products to potential leads and their existing customer base. A well-produced product demo video aims to help potential buyers understand how a particular brand or product will solve a particular problem they may have.
They are a fantastic way to help your target audience decide if your product is right for them because they get to see exactly how it works and how it will help them.
When carried out effectively, product demo videos will allow customers to see how the product can benefit them if they buy and what they will lose out on if they don’t.
Wyzowl’s research determined that 84% of consumers admit to being convinced to purchase a product based on a brand video, which makes us fairly confident that product demo videos are worth the time and investment!
You, too, can successfully incorporate product demo videos into your marketing strategy by making them relatable, speaking to your target audience’s specific pain points, highlighting the features of your product and concluding with a simple, actionable call-to-action.
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