Table of contents

Understanding the different types of video marketing

How to create a solid video marketing strategy

How to share video content on social media

How to measure your video success

Conclusion


Introduction

Lumen5 is an online video maker that enables you to create marketing videos quickly, easily, and with no video editing experience required. There are many benefits that come with implementing video in your business:

Video marketers get 66% more qualified leads per year than those who don’t focus on video.

93% of marketers say they’ve converted a lead into a paying customer thanks to a video posted on social media.

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.

This guide is designed to help you understand the basics of video marketing and empower your business to fully benefit from using video as part of your wider marketing strategy.


Understanding the different types of video marketing

It’s worth getting familiar with the different types of marketing videos out there. Below, we’ve detailed five of the most common videos that can be used as marketing assets to help convince, convert, and retain customers.

Video Type 1: Content Marketing / Thought Leadership / Brand Awareness

Brand videos are a great opportunity to show who you are and what your mission is. Typically used as part of larger ad campaigns, brand videos are used to build awareness around your business.

  • Market research, customer studies, industry reports

  • Unique insights, new angle, market perspective

  • Company announcement, new initiative, press release

What are the benefits?

  • Solidifying your thought leadership positioning

  • Establishing expertise and authority on a subject matter

  • Reinforcing the core messages of your brand

Video Type 2: Explainer / Tutorial / How-To

When it comes to videos online, not everything is about entertainment. Explainer videos enable you to provide your audience with useful knowledge that will help them better understand the products and solutions you offer. In this video category, we can find:

  • Step-by-step walkthroughs, how-to videos

  • Tips and tricks, quick advice, online courses

  • Mini-documentary, educating on a topic

What are the benefits?

  • Grab audience attention with useful information

  • Deliver value and build relationship through education

  • Increase audience confidence in your brand

Explainer videos are typically used above-the-fold on a website homepage or landing page. They’re also beneficial to pin on social media channels or upload to your business’s YouTube channel.

Video Type 3: Lists / Rankings / Collections

Videos that summarize long, list-based content are an ideal way to share lots of information in a short amount of time. Listicle video marketing tends to perform well on social media.

What are the benefits?

  • Give the audience a starting point to dig deeper

  • Sharing lots of information in a short span of time

  • Quick and easy videos to create

Video Type 4: Promotional / Advertisement / Sales

Promotional videos can help a business promote their product or service. Usually launched before a product is released, promotional videos are handy for building buzz around your latest release.

  • Promoting or explaining how your product works

  • Promoting an upcoming event to get registrations

  • Advertising a product or solution

What are the benefits?

  • Encouraging the audience to take action

  • Influence buying decisions

  • Generate signups, leads, and purchases

As you can see, there are many different types of marketing videos out there. Before you dive in and decide which is the right fit for your business or campaign, you’ll need to think about creating a video marketing strategy.


How to create a solid video marketing strategy

Developing a solid video strategy will help you start your campaigns and video creation with a focus and framework to achieve great results.

Design an achievable goal. The best way to design a professional video marketing strategy is to set yourself goals using the SMART framework: specific, measurable, attainable, realistic, and timely. “Get one million visits a day” won’t work. Try something like “increase traffic from social media by 5% on a monthly basis,” which is more SMART focused.

Target the right audience. Your business should have buyer personas mapped out, but if you don’t, at the very least have an understanding of who specifically your target audience is. For example, an explainer video that targets middle-aged women from Texas who typically eat at Olive Garden will look very different from a video that targets millennial men who love chowing down at the latest hipster restaurant.

Much like any marketing strategy, each video should align with a different stage of the buyer’s journey: awareness, consideration, or decision. This will help you build a robust strategy that nurtures your audience into making a purchase or sign up.

  • Awareness videos should educate your audience on your product or service, for example, a how-to video.

  • Videos that target the consideration stage of the buyer’s journey should explain in more detail your offering, so an explainer video will fit best at this stage.

  • To target the decision-making stage, a customer testimonial or success story video will help convince and convert your audience.

Create a video content plan. How many videos are you looking to share over the course of a week or a month? What type of videos do you want to create? Creating a content calendar can help you map out and plan your content.

Solidify a video workflow. Who’s going to be creating the videos? Will they need to be signed off from anyone else in the company? Solidifying your video creation workflow will save you time and resources in the long run. We’ve got a guide on How to Sharpen Your Workflow also available.

Plan for distribution. How will you share your content? Where will your video assets live? On your website, social media channels, email campaigns, or will they be used as sales enablement tools? This information can also be contained in your content calendar.

Measure, measure, measure. Tracking how well your video campaigns perform will give you valuable insight into what worked well, and what didn’t. You can check out our article on video metrics for help on measuring what really matters.

For even more video tips, click here for our content marketing best practices guide.


How to share video content on social media

Every social media platform is different. We’ve put together a few tips to help you get the most out of sharing video content on social media.

Instagram

  • A video on your main feed should be 60 seconds in length

  • A video for your story should be 15 seconds, per story

  • Add a link to your brand website in your bio

  • Make your bio snappy, authentic, and appealing to your target audience

  • Ensure that your content remains on-brand; don’t deviate too far from brand colours, style, and voice

Facebook

  • An organic (non-sponsored) video should be 1-2 minutes in length

  • Upload your video directly to Facebook, rather than sharing a link from YouTube

  • Focus on posting quality content, not quantity

  • Tag other pages that you mention in your post

  • Produce your video so that it still makes sense even with the sound off

LinkedIn

  • A video for your feed should be 15-30 seconds in length

  • Don't just create another interview video

  • Ensure your video is mobile friendly

  • Upload your video directly to LinkedIn, rather than sharing a link from YouTube

  • Create a video that’s less than 5GB in size


How to measure your video success

Tracking, measuring, and analyzing data is one of the most important parts of any successful video marketing campaign. After all, how will you understand which strategies work well and which need some finessing?

Some video hosting platforms and social channels give you access to data that will help you understand basic metrics, for example, views, play rate, and audience engagement. These metrics are a great starting point to measure and analyze what video content is aligning with your goals and which isn’t.

(screenshot from YouTube Studio analytics)


Conclusion

We hope you found this guide useful! We’re always open to feedback and if you want to get in touch to chat about this guide, or anything else Lumen5, contact your dedicated Customer Success Manager or email [email protected].

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