Primarily designed for a company website homepage, live stage presentation or company profile page in social media. This video is typically a bit longer than most marketing videos, since it is a destination video that is meant to appeal to those who are already interested and seeking a deeper look into your company. It is meant to position your brand, the mission of your company and the products you sell. Many times, this is accomplished through a founder interview interspersed with stylized lifestyle footage.
Trade show or event
This video is short and typically designed to loop every 30-60 seconds. It is meant to grab people in a noisy environment through strong visuals and on-screen graphics...to make people stop walking and watch while browsing a busy trade-show aisle. It calls out the strongest benefits of a product(s) with powerful feature demonstrations.
This is a 15-60 second, top-of-funnel, social media video with a strong emotional message to captivate people's attention and make your brand memorable to them. It is meant to make the viewer aware that they have a need in their life that your brand addresses. It is not meant to drive leads and does not ask for a specific action. It is meant to raise brand awareness, so the next time the viewer sees your brand (through retargeting), they are familiar and ready to engage with it.
Social Media Engagement
This is a 15-90 second, mid-funnel, social media video with a powerful hook in the first 3-5 seconds and an engaging story that triggers the viewer's emotions and makes them want to see how the story turns out. It is not meant to close a sale. It is only meant to generate leads by arousing so much curiosity about a product that the viewer will click away to a landing page to get more information. It usually incorporates a soft call-to-action at the end, such as "Click below to find out more."
This is a 30-90 second, bottom of funnel video meant to satisfy any unanswered questions about product specifics and encourage people toward a buying decision. It goes on the funnel landing page where customers have the option of buying and checking out. It is meant to give viewers that final information and social proof required to make the buying decision. This is commonly accomplished through a strong explainer video or feature/benefit video intercut with customer testimonials.
Commonly considered the most important video in marketing, explainer videos are used on home pages, in advertising funnels, and as prospecting tools for sales teams. Their main purpose is to hook website visitors by bridging the gap between their pain points and your solution. They incorporate the emotional journey of pain-point, unique solution, 3 top benefits, testimonial and product recap. Explainer videos are typically more highly-produced to maximize attention spans and conversions and are sometimes usedin both online marketing and broadcast TV marketing with powerful visuals and provoking emotional statements. They are product specific, focused on a single offer.
Studies show that 88% of people who see a customer testimonial trust it as much as a personal referral from a friend. Testimonials are marketing gold and can be used in explainer videos, as stand-alone engagement videos, within conversion videos, as man-on-the-street montages..there are an unlimited number of ways. Typically 20-60 seconds in length, the most effective product testimonials are shot interview-style as though the camera was lucky enough to overhear the conversation. They are then intercut with lifestyle b-roll to support the statements of the speaker. Highly emotional and authentically engaging, testimonials are the backbone of any great video marketing initiative.