How to Use Different Video Types to Grow Your Business

We’re shedding a light on the top 10 video types your customers will love to engage with.

  1. Promotional
  2. Evergreen
  3. Ad
  4. Stories
  5. Company video
  6. Invitation
  7. Announcement
  8. Tutorial
  9. Testimonials
  10. Explainer

Did you know that 70% of marketers report that video leads to more conversions than any other ad medium? That video ads lead to 35% of total online spending? That 40% of users take some form of action vis-a-vis a brand after viewing a video ad? With these stats in mind, it’s probably a good idea for you to integrate videos into your brand’s marketing strategies and campaigns.

At Chant, we want to help you create stunning, professional and highly-effective videos that will help you reel in more customers and grow your business. That’s why today, we’re going to cover the basics on the top 10 video types – what they are and when you should use them.

Video types 101, here we go.

1. Promotional

Promotional videos are short videos that promote your product and/or service with a short compelling video. Videos that highlight your offering in 8 seconds or less entice customers to click through to your website and learn more. Choose one product or service to highlight at a time, or introduce an entire line of products or services, and talk about their price, a special offer, or its/their added value to your customers’ lives (more informative content). These videos can be as long or as short as you like, so long as they clearly call to action and alternate between promotion and engagement, to keep your (social) viewers interested.

 

Beauty treatment promotion

2. Evergreen

Designed to drive engagement among your existing followers, start social conversations, and prompt likes and shares, evergreen videos contain content that is highly relevant, great at enhancing exposure, and will be of interest to them down the line, (i.e engagement and retention videos not pertaining to a particular offering). Present tips, tricks, hacks, social advocacy, brand value, and customer-generated videos on social media and other channels. If you post on a daily basis, you’ve probably struggled from time to time deciding on what content to post. Rather than turning to yet another product video, you can excite your audience with an evergreen video and keep things fresh on your social page.

Make it happen, inspirational quote

3. Ad

Generally paid content, ads are short, sweet, hyper-focused and precise. Catering to a target audience, and generally paid content, they tend to play for 10-15 seconds, as the cost of these video ads is cheaper than longer ones – and the longer the video plays, the greater the chances are that the viewer will become bored or distracted. And, as you are paying for the ad to run, the first 5 seconds must be designed to lure in the viewer’s mind and shine a spotlight on the brand, its image, and goals, so that the viewer stops scrolling and starts watching… ideal for lead generation. Make sure your ad contains just one message – so that the video’s intentions are very clear.

Fitness ad

4. Stories

Create 10-15 second videos on Instagram or Facebook that last for just 24 hours and convey a short message that drives brand awareness. This type of video feels more authentic and plays where your customers already are – on their social media accounts. As such, the possibility of click-throughs and conversions are tremendous. 40% of the top 1,000 most popular Instagram videos are by brands – make sure you’re among them.

New collection story

5. Company video

Create brand awareness in the eyes of your followers – and ensure your company’s position as an industry leader remains firmly planted in customers’ minds, with a company video. This type of video will survey your brand’s solution, advantages, and/or services. As such, promoting your brand’s values and the added value you provide your customers is key. You can also do so by giving your customers a behind-the-scenes look at the way your company runs, interviewing employees on the job and publishing customer testimonials.

B2B service promotion

6. Invitation

Invite your employees and/or customers to a company event or webinar, investors to a conference, or customers to a sales extravaganza. Invitation videos can call invitees to register to the event, and even lead to a registration form. Create a series of videos for every event, to keep it in the forefront of your followers’ thoughts. Keep these videos clear and to the point, use hierarchical text to maximize comprehension and get your audience excited about whatever it is you want them to join.

Conference invitation

7. Announcement

Have big news? Are you relocating, or launching a new website, product or feature? Perhaps, you’re recruiting new employees or gearing up to present at a conference? There are endless announcements you can make that you should be getting your target audience excited about with a short, energetic video. Pump up the music, use bold graphics and explain what’s going on with your brand, with a compelling CTA at the end, to get them to click through to your website and convert.

 

Coming soon, teaser

8. Tutorial

Tutorial videos are a more engaging version of the written article. Use them to provide added value to your followers – teach them something they couldn’t just learn by searching on Google. Use graphics and hierarchical text to make these processes as clear as can be, and split longer topics into shorter video series to maximize engagement and foster a long-term relationship on social media.

Industry Trends

9. Testimonials

The power of social proof is tremendous. So much so that nearly 70% of online consumers look at a product review or testimonial before making a purchase, and they are more likely to trust a fellow consumer than a brand owner tooting their own horn. As such, creating a video in which satisfied customers rave about your offering, is a great way to create trust and encourage others to buy as well. Take advantage of your brand’s next event to shoot unscripted videos of real customers talking about their experiences with your product and/or service.

Customers review

10. Explainer

Videos that share helpful tips, walk the viewer through a process or activity or teach them to DIY. This is a great, interactive form of self-service that will ensure customer satisfaction while freeing your support team to engage in more complex or pressing tasks. Use explainer videos to assert your industry authority and position your brand as a thought (and action) leader customers can trust.

Business insights

Create all kinds of effective videos, with Chant

Our wide variety of templates are ideal for creating any of the above types of videos for your brand. Choose the type of video that meets your brand goals and watch as your business grows!

For more information, vist chantvideo.com

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