Which Type of Video Fits Your B2B Marketing?
Video for a long time has been one of the most popular content among B2B marketers. The result of video marketing is also impressive. HubSpot reports 51.9% professional marketers claim video as a type of content with the best ROI. According to Eyeview Digital, featuring video on landing pages can increase conversion rate up to 80%. Statistics from Brightcove show that social video result 1,200% more shares than that of text and photos combined!
After deciding to use video as your content, your next step is to select which type of video that is suitable for your audience and fits with your marketing strategy and goals the most. Here are the types of video and when the right time to use them to help you start with your video marketing.
Teaser is a type of short video meant to give just a little bit of information and promote your product, service, event, or other content to get your audience excited of what is coming. Duration of teaser is really short which is not more than 10-30 seconds so the content delivery must be optimized. Motion graphics is especially a great and common form for teaser video. This type is great for promotion on social media both paid and organic. You can also put call-to-action in your video so that interested audiences know exactly what they should do next.
Trailer and Preview
Trailer and preview are the next type of short video. What set them apart from teaser is that trailer actually shows sample of content that is being promoted. For instance, a teaser can feature new visuals and graphics to interest audience, but trailer does show preview of what is being promoted. Just like movie trailers, what is featured is different scenes from the actual film.
If you have already made the content for the promotion your service, product, or event, then your trailer or preview is almost finished. What’s left to do is to take little parts of the content and put them together into the format of trailer with length of 30 seconds to 2 minutes. Besides great for social media, trailer is also great placed on your landing page since it can increase conversion up to 80%. Depends on where you are going to put the video live, you can put CTA in the video as well if it’s appropriate.
We have covered types of video for promoting your other contents. But, what if you want to discuss another certain topic in a single video? For example, you want to educate your audience about how to use your product or service by giving a tutorial. This type of video marketing is called as Explainer, a video with original contents to give education and information to audience regarding a certain subject with 30 seconds to 3 minutes length.
A great Explainer video is focused on inducing audience curiosity by answering common questions or solving popular problem. This type of video can improve your brand’s authority by providing important, useful, appealing information. Explainer is a great extra element for your power page or blog post. In addition, Explainer is also great for many social channels because it is an easy and quick way for audience to obtain a lot of information. And because all messages and values are already in the video itself, you do not necessarily need to put CTA in it. However, depends again on where you are going to put it live, you may put the CTA if you feel it appropriate.
Video has been people’s favorite way to absorb content in which video is predicted to be 82% of all web traffic in 2021! If you are not going to use video as one of contents for your marketing, you may miss huge opportunities to increase your conversion rates on landing pages, organic traffic, engagement on social media, and others.
With this discussion, now you can combine the right type of video with the supporting content to get the best result of video marketing, and at the end of the day, to achieve your marketing goals.
So, which type of video is the most suitable for your B2B marketing?