It is no secret that video is one of the most valuable marketing techniques for businesses. Don’t believe us? Just look at the statistics:

• Internet users watch an average of 16 hours of video per week. 

• 66% of consumers prefer watching a video to reading about a product. 

• 71% of B2B marketers and 66% of B2C marketers use video marketing. 

• 88% of marketers say video marketing provides them with a positive Return On Investment (ROI). 

• Video posts attract three times the engagement than posts without video. 

Video marketing works — that’s the truth. 

Video is highly effective because it serves as a visual storytelling tool that evokes emotion and captures the attention of online users. With videos, you can inform viewers about your business, gain brand awareness, and connect with customers. Moreover, videos can be easily shared across various platforms. Be it through social channels or a direct link; people can view your video at their convenience. This gives your video a higher chance to go viral and amplify your reach. 

There are many facets involved in producing a video. One crucial step includes choosing the right type of video to create. So here are some of the various genres of video you can use to promote your small business.

Product video

Want to educate people about your product or service? A product video is perfect for highlighting the benefits of your brand. You can even demonstrate how customers can use your product or service. In addition, this is the ultimate opportunity to prove that your brand is much better than the competitors. 

Product videos are great because you get to cover detailed information in an engaging way. This helps customers learn, build trust, and get one step closer to make a purchase.

Webinar video

You might have come across several online events that require you to register or book a reservation to attend. These virtual events are usually webinars that are hosted to deliver presentations, educational series, or conferences to an audience. Often, a guest speaker is invited to share their expertise on the topic as well. Webinars often use of infographics, statistics, images, and other presentation tools to enhance a participant’s learning experience. 

Participants get to communicate with the speakers by submitting questions and responding to polls. Webinars are useful to showcase your credibility in the field. At the same time, you get to educate your participants and gain immediate feedback from them. When people find your webinar valuable, they are bound to sign up for the next one and invite others within their network to join. 

360-degree video

Unlike the traditional videos that you see, 360-degree videos immerse viewers in a virtual reality experience. 360-degree videos are recorded in all directions. Thus, giving you that complete 360-degree view. While watching these videos, viewers are able to control their viewing direction and watch the video from whatever perspective they like. This form of video is especially popular for showing off your business location on Google My Business listings and for real estate tours.

A 360-degree video is created using state-of-the-art cameras with multiple lenses and sensors, usually by hiring in a high-end production company rather than shot by the business themselves.

Customer review video

Earning trust from prospects does not have to be difficult when you have customer review videos. This is because over 93% of consumers rely on online reviews to make their purchase decisions. Your existing customers are your brand’s greatest ambassadors. 

Although customer review videos deliver a high potential, they are often challenging to create as you need to find an existing customer who’s willing to participate. You also want to ensure that they make positive remarks about your brand while being totally honest at the same time. Prospects can easily peg bogus content from a mile away. So don’t give them the opportunity to be skeptical of your brand. 

How-to video

How-to videos, also known as instructional videos, tutorials or Do it Yourself (DIY), are meant to help viewers solve a particular issue that they might be facing. These videos usually cover step-by-step processes to guide viewers towards a solution. 

According to Google, how-to videos earn the most attention of any content category on YouTube, more than music clips or gaming. More than 7 in 10 viewers use the platform for help with a problem they’re having with their work, studies, or hobbies. By assisting viewers in answering a question and instructing them on how to do something, your business gets to develop a solid audience base. As such, how-to videos encourage self-directed learning and have a high chance of being shared if proven helpful. 

Interview-style video

Want to spotlight one or two people in your company? An interview video gives individuals the platform to share unique insights and exciting views that relate to your business. It is extremely valuable as it introduces the faces behind the company. In a sense, it humanizes the brand, which allows viewers to connect with your brand on a deeper level. Similar to a webinar video, an interview-style video allows you to show off your expertise and gain consumer’s trust. 

If you plan to create an interview-style video, you need to prepare your questions. Make sure you stick to a certain theme. For example, your theme can be centred on a community issue that seeks your company’s solidarity with the people. Or it can be light-hearted and simply highlight why you started this business. Types of people you can interview include yourself, employees, stakeholders, your customers, or even an influencer. 

Live stream video

Live streaming allows you to engage with your audience in real-time; they get to leave comments and interact with the video. You can live stream company events, such as a social party or a product launch, announce contest winners, feature a normal day in your company, host a live FAQ session with your fans, or whatever that might be of interest to the public. The best part about live streaming is that everyone is invited to join! 

Live stream videos are especially impactful because they capture authentic content that viewers do not usually see. It also allows people who cannot attend the physical event to stay updated on the company’s key moments. Additionally, you can record live stream videos so and play them for more people to view in the future.

By nature, the production quality is going to be lower with a live video compared to a pre-recorded video, there’s no chance for second takes. Fortunately, that is currently an accepted expectation of the medium, although consider if a lower production value might reflect poorly on your brand.

Personalized video

Receiving a personalized video is like receiving chocolates when it’s not even Valentine’s day. People love it, and you shouldn’t shy away from it. This is your chance to feature your company’s loving, funny, and comical side!

These videos are the perfect opportunity for you and your team to express your gratitude, update customers of new business developments, or wish them a happy holiday. A simple video can go a long way to improving sale conversions, building leads, and establishing strong business relationships. 

Concluding thoughts

It is critical that you start implementing videos in your digital marketing plan. Video is the ideal medium to market small businesses. It’s that extra ‘oomph’ to fully encapsulate your brand’s credibility, capture your audience’s attention, and push them towards the next step of their buying journey. 

Be it a highly detailed how-to video, a short personalized video, or a live stream that goes on for hours; there are many ways you can promote your business through video marketing. It is up to your creativity to produce an epic and impactful video. 

FAQs

What is video marketing?

Video marketing involves creating videos that are purposefully designed to promote your business. As this blog highlights, there are various types of videos you can produce to deliver specific content. For example, webinars are valuable for presenting information to your audience, similar to the form of a seminar. 

The most important thing to note when marketing with videos is knowing your target audience. This is because you want your video to be entertaining and useful to your viewers. At the same time, you want to upload a high-quality video to show that your company has an eye for detail and is committed to serving excellence to its customers. 

Should I invest in a professional videographer?

We understand that investing in a professional videographer might be a huge step to take, especially for small businesses that do not have many resources and fundings. However, video marketing does not necessarily have to cost a bomb! It really depends on what you want to produce, including the level of expertise and equipment needed to achieve the quality of video you envision. Marketing should be seen as an investment, again, 88% of marketers say video marketing provides them with a positive Return On Investment (ROI).

Here at Blue Wolf Digital, we offer a professional videography service that is affordable for all. Our work has been internationally recognized and received multiple awards. Feel free to reach out to discuss what we can do for you. We are more than happy to help.

On the other hand, certain videos do not even have to cost a single cent. For example, creating a live stream Instagram video or a personalized video is free. All you need is a decent working smartphone or webcam to film one. Though, it is vital to remember that whatever video you use for marketing is basically a reflection of your business. To ensure optimal results, you’d want to offer your audience high-quality videos instead of pixelated ones. Thus, hiring a professional is likely your best bet. 

How often do I have to create new videos?

We highly encourage marketers to publish new videos on a regular basis. This is to ensure that your audience is continuously updated on your business content, achieves the highest Return On Investment (ROI) and maintains better engagement rates. 

According to Promo.com’s study, 30% of small businesses are publishing videos once a week, while 26% publish once a month. Another 21% publish 2-3 times per week. While you should always aim to post frequently, it is essential to remember that quality will always trump quantity. Learn to prioritize your video’s content so that each one is ready for success when you do publish it. 

Would you like us to help you create videos for your business?

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