There’s a big buzz around video marketing these days. In fact, stats suggest that by 2021, mobile video will account for an incredible 78% of total mobile data traffic (business.instagram.com). There are many different ways to grow your small business with video. So let’s have a look at 4 common video types and how you can use them for your marketing.
If you’ve never created videos before, the idea of a video marketing campaign might seem a bit scary. But there are lots of benefits for your small business. Have a look to see which option(s) might work best for you!
1. Brand identity films
But lately, I’ve seen many companies using a brand identity video. And it’s a great way to grow your small business with video, too.
They combine visual and audio elements and can showcase all aspects of your brand identity. So make use of your brand identity film to show your values, introduce your team and explain what your company stands for.
Videos like this can be used for lots of marketing activities. For example on your social media channels, in your email newsletter or at events. To create a really strong and memorable brand video it’s probably worth investing in professional help.
Read more about how to define your small business’s brand.
2. Event trailers
Another way to grow your small business with video is an event trailer. Organising an event for your small business? Then a video can help you get people interested in the event. Videos like this work well for everything from a new product launch party to a week-long business conference.
No matter what type of event you’re holding though, a video trailer allows people to get a taste of what to expect from the event. This helps to build excitement and really gets people engaged in what you’re doing.
As it’s a trailer, you want to make sure the video doesn’t give too much away! Think of it as a teaser for your event, highlighting some of the key features and hinting at what to expect. But leaving enough to the imagination to make people want to buy a ticket and come along to the event itself.
3. Product explainer videos
If you find you often get asked how your products should be used, why not create product explainer videos? It’s another way to grow your small business with video.
These kinds of videos should be factual, but still entertaining. They should give people some creative inspiration to help make the most of your products.
If your product is quite technical, you might want to create instructional videos. For example, a camera manufacturer might create a series of videos showing how to use the features on the camera.
Alternatively, someone who creates flavoured chocolate bars might create some recipe videos showing how to bake something delicious with the chocolate.
Product explainer videos are easy to create yourself. Just make sure the video is clear and high quality. Try to keep them quite short and snappy so viewers don’t lose interest. But make sure to include all the key details they need to know.
Another use for product explainer videos are your FAQ on your website. Or you can use them on your social media channels.
4. Social media videos
Videos are a great tool for your website, newsletter and even offline marketing. But the place they’re most commonly used is social media.
All the types of videos I’ve talked about so far work really well on Facebook or LinkedIn. But you should think about creating videos specifically tailored to each platform.
To grow your small business with video, use them to engage your followers on social media. Stats show that, on average, videos on Facebook get around 7 times more engagement than other post types. So it’s really worth investing some time and effort to create interesting video content for your followers.
Social media videos don’t need to be professionally produced. In fact, often it’s casual videos recorded on your phone which tend to perform best!
Keep them short and interesting – not many people are going to sit and watch a 10-minute video when they’re scrolling through their Twitter feed!
For example, you could do a “meet the team” video, show behind the scenes at your office, share a video from an event you’ve been to or introduce a new product… the possibilities are endless!
Over the years, each social media platform has integrated new features to encourage brands to upload video content. Here are a few options to explore to boost your business presence on social media!
4.1 Live Video
Live video is a hugely useful type of content to invest some time in. The immediacy of live video can help to build a connection with your customers, allowing them to feel like they are a part of your content creation.
It has been reported that (on Facebook) live videos receive (on average) 6x more interaction than traditional video content [99firms.com], and viewers are 4x more likely to watch a live video than a pre-recorded video [sproutsocial.com].
Live video is a feature available across Facebook, Instagram and Twitter, and is a great opportunity to open up a conversation with your followers. Going live can feel intimidating at first – being in front of the camera can take a little while to get used to!
Structuring your live video around something like a Q&A session or interview can help. You could start with asking followers to comment below with their questions, and answer them throughout the video. An interview with a colleague could also help take the pressure off by giving you someone to bounce ideas off.
Going live doesn’t just have to involve being in front of the camera though. To get more comfortable with hitting that “go live” button, you could try an office or studio tour. Giving your audience a glimpse behind the scenes, or taking them along to a trade show or event can be a great way of dipping your toe in!
4.2 Instagram Stories
Instagram is an incredible platform for visual storytelling. With 1 billion monthly users, and 200 million people said to visit at least one business profile daily, the opportunities for business growth here are endless. Instagram Stories are a particularly useful tool, and video performs well here.
Share announcements, behind the scenes snippets and above all encourage your audience to interact! Make use of the poll and questions stickers – stories including these are said to enhance video performance 83% of the time (hootsuite.com).
Similarly to live videos, you could post a sticker earlier in the day asking for questions, and then film clips answering them later in the day, if going 100% live right away feels a bit daunting. This is a nice way to ease yourself into it!
Remember that stories only remain live for 24 hours – this is great for more casual, day-to-day content. For more significant stories though, think about setting up a Highlight so customers can go back and revisit your content if they don’t happen to catch it during the first 24 hours!
They are also available for Facebook, so if you have a particularly active audience on Facebook you could consider using this content here, too!
Still a relatively recent addition to the platform, IGTV is Instagram’s answer to YouTube. While on ordinary grid posts a video will cut off after one minute, IGTV allows for longer-form content.
The maximum length for ordinary accounts is stated to be 10mins at the moment, but Instagram has suggested eventually there will be no limit (later.com). Verified accounts can already post up to one hour. Videos can be uploaded either vertically or horizontally, allowing for a variety of different types of videos to be shot for the platform.
IGTV is downloaded as a separate app, but integrated with the standard Instagram app so that followers can easily view your videos straight from your profile.
This is a great opportunity to upload more structured videos to your social media – IGTV is seen as almost a brand tv channel! So you can create similar videos to those you might use on your website, formatted for IGTV. Product demos, expert interviews, office tours, and brand story videos can work really well here.
The platform of the moment, it has to be noted, is TikTok. Launched initially in 2016, TikTok has grown to 800 million active monthly users in 2020 – achieving this number in three years, half the time it took Instagram (oberlo.co.uk).
Filled with fun, usually humorous, but very entertaining videos, TikTok is certainly not a platform for every business. However, if you are a service provider who infuses a lot of your own personality into your brand, TikTok could be worth exploring.
This sort of short-form content is incredibly popular and growing quickly – the power of TikTok should not be underestimated! Still in a very active growth phase, it will be interesting to see where the platform goes in the next few months.
The average demographic is 16-24-year-olds, so if your customers are in that bracket, it is a great opportunity. If creating your own branded content straight off the bat seems daunting, you could potentially look at working with an influencer to get your name out there on the platform.
Pets are also a huge hit on TikTok, so if you have an office mascot, this is the platform to include them on (socialmediaexaminer.com). For anyone who feels confident in using the platform to boost their personal brand, now is the time to get in!
To read more about this topic, have a look at these:
How to be a Pro in Online Networking Video Calls
Content Marketing Ideas – A Brainstorming Tool for Small Businesses
Small Business Interview: Mally Graveson from Heehaw
Small Business Brand: What Is It, Why Do I Need One & How Do I Get One?
4 Types of Social Media Content You Should Focus on