video marketing

Table of Contents

The Complete Guide to Video Marketing for Businesses in 2019

What Is Video Marketing?

If you’re new to online video marketing and you need an updated video marketing definition, we’re here to help. Our video team stays updated on video marketing traits and examples to ensure we are offering our consumers with excessive exceptional and effective videos for their websites, social media channels, and digital platforms.

Brands need a video marketing strategy — this idea isn’t new. What has modified is how essential video has grown to be on every platform and channel.

It’s no longer simply one piece of your ordinary advertising plan. It’s central to your outreach and marketing campaign efforts … especially your social strategy.

Video has in reality dominated social. According to a recent HubSpot Research report, four of the pinnacle six channels on which international consumers watch a video are social channels. In addition, a Facebook executive these days anticipated that the platform will be all video in much less than 5 years.

video marketing

Why is this important? Well, if you aren’t growing video, you’re likely falling behind. But, don’t fret. For most videos, the greater easy and uncooked it is, the more real the content appears … and that’s what honestly matters to your audience.

Better yet, video manufacturing is greater price advantageous than ever — you can shoot in a high-quality, 4K video with your smartphone.

So … video is more cost-effective and less difficult than ever. But, between digital camera equipment to lights to modifying software, the subject of video advertising can nevertheless appear distinctly complicated. That’s why we compiled this guide.

Continue studying examine the whole lot you need to know about video marketing, or use the hyperlinks below to leap to a specific section.

Why You Need to Focus on Video Marketing in 2019

2016 noticed a surge in the reputation of video as a content advertising format. 2017 saw video upward push to the top of your marketing tactic list.

What has 2018 seen? In short, 2018 has modified a video from a singular advertising tactic to a wholly commercial enterprise strategy.

Video as a tactic used to be probably centralized with your innovative group as a one-to-many attention play, with a lot of centre of attention on high-priced production and little evaluation to show for it.

Video as an approach is pretty the opposite. It’s produced via all teams, in a conversational, actionable, and measurable way. Video as a strategy in the future.

According to a document from HubSpot Research, greater than 50% of customers want to see videos from manufacturers … more than any different type of content.

Video is beneficial for extra than entertainment, too. Video on touchdown pages is capable of growing conversion rates by way of 80%, and the mere mention of the word “video” in your electronic mail situation line will increase open rates with the aid of 19%. 90% of clients also say movies help them make buying decisions.


video marketing


But the video hasn’t solely transformed how companies market and shoppers shop; it’s additionally revolutionized how salespeople connect with and convert potentialities and how provider teams guide and satisfaction customers. In short, video is exceedingly beneficial during the complete flywheel — no longer just to heighten brand awareness.

Video can be a versatile tool for salespeople during the whole customer buying journey, and it can do a lot greater than expand engagement. Backend analytics additionally assist salespeople to qualify and prioritize cold or unresponsive leads.

The selections are also limitless for carrier teams — onboarding videos, knowledge-based videos, meet the crew videos, help video calls, and consumer testimonies are simply a few approaches that video can create an extra thorough, personalized consumer assist experience.

Lastly, 2018 has added about a penchant for the authentic and raw. According to HubSpot Research, shoppers and customers without a doubt decide on lower quality, “authentic” video over an outstanding video that appears synthetic and inauthentic. What does this imply for you? That video is within attained for agencies of actually any size — team and budget, alike.

The 12 Types of Marketing Videos

Before you begin filming, you first want to determine the type of video(s) you favour to create. Check out this listing to higher understand your options.

1. Demo Videos

Demo videos exhibit how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and placing a bodily product to the test.

2.Brand Videos

Brand videos are generally created as a section of a larger advertising and marketing campaign, showcasing the company’s high-level vision, mission, or products and services. The intention of creating videos is to construct awareness around your organization and to intrigue and appeal to your target audience.

3. Event Videos

Is your business hosting a conference, spherical table discussion, fundraiser, or another type of event? Produce a spotlight reel or launch interesting interviews and displays from the gathering.

4. Expert Interviews

Capturing interviews with interior specialists or thought leaders in your industry is a superb way to build have confidence and authority with your goal audience. Find the influencers in your enterprise — whether they share your point-of-view or not — get these discussions in front of your audience.

5. Educational or How-To Videos

Instructional videos can be used to educate your target audience something new or build the foundational information they’ll want to higher understand your enterprise and solutions. These movies can additionally be used with the aid of your sales and provider teams as they work with customers.

6. Explainer Videos

This type of video is used to assist your audience better understand why they need your product or service. Many explainer videos focus on a fictional ride of the company’s core customer persona who is struggling with a problem. This man or woman overcomes the issue by adopting or shopping for the business’s solution.

7. Animated Videos

Animated videos can be a wonderful layout for hard-to-grasp concepts that want sturdy visuals or to provide an explanation for a summary provider or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.

8. Case Study and Customer Testimonial Videos

Your prospects want to know that your product can (and will) solve their particular problem. One of the great methods proves this is by way of creating case study videos that feature your satisfied, loyal customers. These people are you’re fine advocates. Get them on-camera describing their challenges and how your company helped solve them.

9. Live Videos

Live video gives your viewers a special, behind-the-scenes look at your company. It also attracts longer streams and greater engagement costs — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and motivate viewers to remark with questions.

10. 360° & Virtual Reality (VR) Videos

With 360° videos, viewers “scroll” round to see content material from every perspective — as if they were bodily standing inside the content. This spherical video style permits viewers to ride a vicinity or event, such as exploring Antarctica or assembly a hammerhead shark. VR permits viewers to navigate and manage their experience. These videos are normally seen thru devices such as Oculus Rift or Google Cardboard.

11. Augmented Reality (AR) Videos

In this style video, a digital layer is added to what you are currently viewing in the world. For example, You can point your phone’s digicam at your residing room and AR would enable you to see how a sofa would look in the space. The IKEA Place app is an extraordinary example of this.

12. Personalized Messages

Video can be a creative way to proceed with a conversation or respond to anyone by using email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalised recommendations. These movies create a delightful, special moment for your potentialities and can drive them in addition down the purchase journey.

The Video Production Process

Before you set up, record, or edit anything, begin with a conversation about the reason of your video. Why? Every selection made all through the video introduction technique will point returned to your video’s motive and what motion you’d like your target audience to complete after observing it.

video marketing