Video Marketing Formats

Video Marketing Formats

One of the great things about video marketing is there are many different formats to choose. When doing video marketing, try to create some (or even all) of the different types of videos listed. The more you mix things up, the more interest your audience will have and the more likely it is that they’ll engage with your videos.

  • How-To Videos: In how-to videos, you show your audience how to do a particular task or solve a particular problem. How-to videos are a great way to demonstrate your expertise in a particular area and help your audience solve common problems that they encounter. 
  • Expert Interviews: Expert interview videos involve you talking to someone who is an expert in their field. By talking to thought leaders and experts, you establish trust between you and your viewers.
  • Demo Videos: In demo videos, you show your audience how one of your products works. These types of videos are effective for overcoming objections people may have to purchasing from you and showing all the things your product can do. 
  • Event Videos: If your business is hosting some sort of event, videos are a great way to promote it. These types of videos encourage your audience to attend your event and serve to promote your brand. 
  • Explainer Videos: Explainer videos are a way to help your customers better understand their own problems as well as why you’re the perfect person to help them. By explaining things to your audience, you show them that you have both the knowledge and skill to solve their particular problem. 
  • Testimonial / Case Study Videos: Testimonials and case studies are an excellent way to show your audience that you get real results for your customers and clients. An easy way to get testimonies and case studies is to simply interview your happy customers via Skype or Zoom. 
  • Live Videos:  In these videos, you interact with your audience in real time, answering their questions, taking them behind the scenes, showing them what a normal day looks like for you. 
  • Personalized Videos: One unique way to do video marketing is to make personalized videos. This approach allows you to be more detailed and personal than you could via email. 

Use Calls-To-Action in Your Videos

  • At some point in every video, you should include a call-to-action. You don’t want your audience to passively consume the videos you create. You do want them to do something during or after they watch your video, though. What do you want them to do? Like, comment, subscribe to your email list, join your live workshop, or book a discovery call
  • To get your audience to take action, simply ask them to do it. Include in your video a request that asks your audience to do whatever it is that you want them to do when they finish watching the video.
  • Where should you put your call-to-action? The best option is to put your call-to-action at the middle or the end of the video. This way, people see how valuable your videos are and are more likely to want to engage with them

Design for Sound Off

  • Up to 85 percent of social media videos are played with no sound. That means most LinkedIn members will be watching your video as if it’s a silent film. Prepare accordingly by including descriptive images, explanatory infographics, and even expressive body language.
  • Even if your video isn’t speech heavy, closed captioning will make them more accessible. With LinkedIn adding a closed captioning feature, there’s no excuse for your videos to not have subtitles.
  • Don’t forget supporting copy. Describe your video or drive home a message in the body of the post. Keep it short and direct. We recommend 150 characters or fewer.
  • Adding LinkedIn hashtags and @ mentioning relevant companies or members in your caption is a useful way to increase reach and expose your video to more viewers.
  • And don’t forget to include a link, especially if the point of the video is to drive visits to your website or product page. As a bonus, LinkedIn finds that posts with links tend to have 45 percent higher engagement than those without one.

Collaborate with Others 

  • One of the best ways to grow your audience is to collaborate with others. Collaboration allows you to reach a new audience. When you collaborate with someone, you share audiences with them. You introduce that person to your audience, and they introduce you to their audience.
  • Collaboration allows you to establish yourself as a leader in your field. Those who watch the interview see that you’re connected to influential people.
  • When you collaborate, you also get access to the other person’s contacts. You can ask them to recommend others that you could collaborate with.
  • What types of videos should you make? There are many different options:
  • Joint webinar
  • Expert interview
  • Live in person 
  • Review each other’s products