Our everyday lives are now taking place more and more online and on digital platforms. On social media, but also on individual websites, we are constantly provided with information and advertising. In order to stand out in this wealth of information, videos are becoming increasingly popular in advertising and marketing. Video marketing describes the use of video formats and moving images and is used to achieve a wider reach of customers and interested parties. Social media in particular has made this form of advertising increasingly popular, as it is no longer associated with high broadcasting costs (as in conventional television), but is possible for almost every company.
Technical progress, including in terms of video production, makes it possible today for almost anyone with even a smartphone to produce, edit and publish a video.
Benefits of video marketing
Videos and moving images in general help to explain complex processes and issues simply and briefly. Processing in video format results in attracting more attention and generally being better remembered. By disseminating on social media such as Facebook or Instagram, the target group can also be strongly influenced. In the case of a classic commercial film on television, only the channel and the prehistoric period can be selected. Online, on the other hand, especially with paid ads, you can select exactly who this advertising is relevant for, so your video ideally reaches exactly the people you want to attract as customers or applicants.
Different types of video
When choosing the right promotional video, it is important to take a closer look at the goal and then select the appropriate type of video. An overview of various marketing videos can be found here:
1. Image film
Image films are one of the most important and popular forms of video marketing. These brief insights into the company show the corporate culture and the brand as a whole. They are primarily used for image building and improvement and should ideally be universally applicable.
2nd product video
For sales, on the other hand, product videos are particularly helpful. This type of video usually focuses on a specific product, a product range or a service, which is presented and explained in more detail. This can be used, for example, for certain campaigns or the launch of a new product and is intended to strengthen sales.
3. Explanatory videos
Explanatory videos, on the other hand, are not aimed directly at selling the product, but are intended to explain the benefits or processes. This is more about informing the target group than about generating emotions (as in an image film). Explanatory videos are often animated and are used to simply present complex processes or to train users and employees (e.g. tutorials).
4. Testimonials
In order to be particularly credible among the target group and to show your own advantages, especially over the competition, it helps to use testimonials. Testimonials can be internal employees as well as customers or partners. They can provide authentic testimonials with the company and the products in video form and thus strengthen the brand.
5. Recruiting videos
The use of videos is also becoming increasingly popular in personnel marketing. In video form, the company can be made much more tangible for applicants and the employer brand can be established. In this way, suitable applicants can be addressed and convinced by the company. Communication with potential applicants is becoming increasingly important, especially in view of the ever-increasing shortage of skilled workers.
Measuring video marketing success
In order to ultimately measure the success of video marketing, various key figures can help. On the one hand, the impression is a good indicator of how many people the video was suggested online. The number of clicks shows how many people also watched the video. Reactions such as likes, comments and shared content can also be indicative of how well the content was received by the target group. In principle, however, these key figures are particularly significant when compared to other content. This allows you to recognize when a video is performing particularly well or poorly. Comparing different platforms can also be useful for further marketing planning.
Personalized videos and local marketing
In addition to the various uses for video marketing, the creation of personalized videos is becoming increasingly important, especially in local marketing. The personalized address of a specific person or a specific target group attracts more attention from the viewer and usually triggers a feeling of appreciation. This emotional connection can then lead to higher buying intent and a positive assessment of the brand. In addition to personal communication, general brand videos such as image films can also be adapted to the local sender (such as retailers or branches). In this way, the customer receives a video directly from their personal local contact and thus builds a stronger bond with the local brand.