Video is not only being used by well-established businesses but also by budding startups that want to build a brand and catch audience attention.
But is just producing a video enough to give your business a boost?
Not quite! Knowing what type of video to create, where to use it, and how to maximize its life are some important things to consider beforehand.
Now, we’ll take a deep dive into all these aspects to help you create valuable video content.
But if you’re pressed for time, then listen to our podcast on the topic instead.
Using video in the early stages of your business
Video can come into play at the initial phase of setting up a business. When you’re looking for investors, video can go way beyond a standard pitch deck. It’s a creatively enhanced form of your elevator pitch.
A video pitch is a short and stimulating way to convince people to trust you with their money.
As a bonus, you can do it without having to wear the suit and tie and delivering a monologue in front of a PowerPoint presentation.
Since an increasing number of digital platforms are supporting video, its shareability factor is peaking.
Startup owners can now access potential investors by sharing video pitches via Linkedin, email, and even WhatsApp. You don’t always have to ask them to set up a meeting.
The more you put the word out in relevant circles the more probability you have of scoring funds.
Speaking of mobilizing your community through video, it’s interesting to note that about 90% of the most funded Kickstarter projects utilize a video.
Since Kickstarter is a global public platform, it hosts thousands of funding campaigns. Not surprisingly, 62% of these are deemed unsuccessful.
This is mostly because people fail to brand their campaigns effectively. A video, and a well-made one at that, can relay your message effectively and give that kick to your Kickstarter project.
Be it B2B or B2C products, the market places are saturated and the competition is fierce.
Your product or service being one of its kind is a rarity. Rather, you’ll often have competitors that are just as good as you.
It is important then, to always have a unique selling proposition that helps you stand out in saturated markets.
Your differentiators and your brand story are what set you apart. And getting that across in video format can help you grab your target audience’s attention.
In this way, video can be a great marketing tool in an attention economy. According to our survey, 70% of marketers testify that video has helped them achieve a positive ROI.
Start with an explainer video
When it comes to marketing your business, you can’t go wrong with an explainer video.
According to Statista, explainer videos are one of the top used video types in global B2B communication.
Traditionally, businesses used to build hype through promotional videos and piqued curiosities through teasers before launching their products.
That’s a viable method still in practice. However, modern businesses have found great success by jumping straight into problem-solving mode and giving the meat of the product to their audiences.
Explainers do that simply within 45 to 60 seconds.
Explainer videos help you market better as they let you exhibit empathy towards audience challenges and offer support. This is also a chance to build a brand.
From the animation and character illustrations to the color palette, sound design and narrative tone, each element of an explainer video helps you create the face of the company.
This is also why explainers are so powerful on a landing page. The audiences are already visiting your landing page because they have some level of interest in your product.
When met with a gripping audiovisual message that offers a potential solution, they’re more likely to engage with the call to action. Which translates into a better conversion rate.
What to do with an explainer video
Consider explainer videos as the gift that keeps on giving. Utilizing these videos across digital platforms provides great value to businesses. Let’s look into some of the places explainer videos work the best.
Video landing page
According to a study by, Depositphotos, a landing page embedded with a video can be much more engaging and can convert better than one without.
Case study – Dropbox’s big win
Perhaps the biggest testament to the miracles of an explainer video for young businesses is the case of Dropbox.
Back in 2007 Dropbox, now a household name was struggling big time with its marketing efforts.
They were using Google Adwords to get the word out about their offering and were spending a whopping $300 per customer acquired. That too for a $90 product? Talk about breaking the bank!
Suffice to say, this strategy wasn’t working for them. Especially since the company solved a problem that people weren’t even aware they had yet.
They needed to bring attention to the problem they were solving and find a cheaper way to acquire customers.
A revamped 2-pronged strategy helped them achieve both these goals.
Firstly, they turned to a customer referral program that sent their website traffic through the roof.
Secondly, to hook the new visitors they created one of the most intuitive website user experiences to date.
The landing page consisted of a 120-second explainer video briefing what the platform was about and a signup form.
So literally the only thing new visitors could do was to learn about the service and opt-in.
This approach led to a 10% increase in sign-ups which translated into:
- 10 million new users
- $48,000,000 more revenue
- For a $50,000 video
The video worked because it was strategically placed, got to the heart of the service, and showed the benefits in under 3 minutes.
Repurposing your explainer video on social platforms is a no-brainer. But you have to be smart about how to reuse your content. Context has a huge impact on how the audiences perceive and engage with the video.
Since typically social media is your audience’s first point of contact with your product, it’s important not to overwhelm them with a bulk of information. You’re already dealing with short attention spans.
Slice down the juicy parts of your explainer into 10- to 15-second bits to share on social media. They act as a hook and lead the audience to your landing page to look for more information.
Even on social media, you can repurpose bits of your explainer video in different ways like sponsored ads, social posts, or even short video stories. Just keep in mind the different aspect ratio requirements for each platform.
Want to learn how to repurpose video like a pro? Check out how GaryVee does it.
Video in emails
According to a study, 44% of people say they would watch a video included in an email.
If an explainer video is performing well on your website and socials, it’s worthwhile to leverage it through your email campaign as well.
You can either send a one-off email with your explainer video as hero content or create a series with chunks of the explainer spread out across multiple emails.
It’s vital to pair these with valuable textual content so the audiences understand the purpose of the email and know what further steps to take.
If you’re in the B2B space and are reaching out to your prospects directly through email or LinkedIn, adding your video along with your message can be massively effective, too.
A simple trick is to use the word ‘video’ in the subject line.
For more tips read our complete guide to using video in email marketing
Videos for the buyer’s journey
We’ve established that explainer videos are a great tool to get your business off the ground. Video is still a powerful medium at further stages of your marketing strategy.
You may need more video content as your business grows. However, it’s important to not create video content blindly as it may be counterproductive.
Refer to your buyer’s journey to strategically create content for each stage.
A buyer’s journey involves all the steps your audience takes from being a prospect to becoming a loyal customer.
As a marketer, you have to build empathy about their needs and goals throughout this process. Any video content you create should provide value, solve a problem, and nudge them to move ahead in their buyer’s journey.
This is the point where your customers realize that they have a problem. So, they start researching about it.
At this stage, video content creation is like going on a first date. You introduce yourself, try to highlight all the qualities that signal compatibility, and woo them enough to earn a second date.
However, being over promotional can be a turn-off. No one likes a self-indulgent date.
Educational videos and thought leadership videos provide great value at this level. Since the audiences are in research mode, these establish you as a credible source of information.
You can also build authority at this stage by creating some general how-to videos that your audience may find useful.
By now, the buyers have defined their problem and are considering options to solve it. At this point, they benefit from content that explains how other businesses used your product and found success.
Video case studies are a great choice for this purpose. An explainer video exploring the problem and depicting your product as the solution is also helpful.
If the buyers have done their research right, chances are that they’re not only looking into your product. They might also be studying your competitor’s offerings.
At this stage, buyers evaluate all the pros and cons of each service and decide on the right solution provider. It’s time to promote yourself a little.
While explainer videos play an equally valuable role at this point, video testimonials can be the deciding factor. Buyers usually turn to reviews from past customers to make up their minds about your business.
A strategically made and authentic testimonial video can help you stand out from your competition.
The customer lifecycle doesn’t end with conversion. Some models list loyalty as an additional stage of the journey. Customer nurturing content ensures that your clients remain yours for a long time and don’t swing towards the competition.
It’s also beneficial to create in-depth video tutorials on specific features of your products to encourage them to enjoy the full width of your services.
If you keep providing consistent value, customers tend to become your brand advocates as well.
So when all is said and done and you’ve executed a fruitful video marketing strategy, what steps can you take to keep on growing?
Our CEO, Osama Khabab, suggests practicing social listening. Observe and analyze which videos are performing the best on social platforms. Which videos have the best engagement rate, which ones are falling short?
Delve into data and analytics to get deeper insights about which parts of the videos are working best. For instance, if the bulk of your audiences are dropping out at the 15-second mark, what can you do to make your content gripping from here onwards?
You should also monitor your website analytics and keep an eye on how videos are affecting your numbers.
All in all, it’s about recognizing patterns of audience behavior and making the right moves to serve them accordingly.
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