Don’t Count Out Functional Marketing

In a recent MNTN Research Peeks report, functional marketing appeared as one of the most memorable themes in TV advertising. It was a bit surprising; it sat alongside mainly emotional answers: humor, inspiration, and heart-warming, to name a few. 

So, we’re here to join in on the conversation! Below, we’ll discuss functional marketing, its importance, and how you can implement it in your strategies. 


What is Functional Marketing? 

Functional marketing focuses on a product or service’s benefits, use cases, and functionality. For example, you might create a diagram of how something is made or make a how-to video to show customers how the product works. 

MNTN defines functional ads as: “…direct in conveying what the product is, how it works, and why it’s useful. That’s educational ad content in its purest form.” 

Why is Functional Marketing Important? 

This strategy can give current and prospective customers more information about your offerings, encouraging them to try it. Functional marketing can also directly answer customers’ questions about your product and help them learn new use cases.  

The latest MNTN Research Peeks report asked marketers to report which TV ad they believed to be the most effective of all time, and 13% of marketers responded with functional advertisements. 

Respondents included advertisements from the following industries: 

  • Chemical manufacturers
  • Soap companies 
  • Home improvement brands 
  • Medical equipment manufacturers 
  • Hardware companies

While these areas were listed in the report, don’t count yourself out if you’re not in one of these industries. Functional marketing can be effective for brands in every industry! According to Statista, 35% of all U.S.-based respondents reported educational brand messaging resonated with them, so use this as an opportunity to give your audience the information they want. 

How Can I Implement Functional Marketing? 

From text advertisements to blog posts and video marketing to static images, functional marketing can be a part of just about any part of your strategy. 

While there are many different ways to implement functional marketing, video is one of the most effective. A video marketing strategy lets your audience understand your products in a more entertaining way, through engaging visuals and audio. 

Plus, if your offering is more complex than the average retail item, you can use video as an opportunity to explain your product clearly and concisely. But don’t worry — you can apply functional marketing techniques across industries, no matter the intricacy of your products. 

Functional Video Marketing Examples

How-To Videos 

As the name suggests, how-to product videos are an excellent way to show consumers how to use your products. Whether you walk them through a detailed demonstration or provide visuals with simple steps, these videos can help your audience understand the value of your product. 

For example, this Not Your Mother’s ad shows users how to use their Smooth Moves hair rinse. In just 15 seconds, this video shows how to use the product from beginning to end. Even though this item isn’t particularly complicated, video is still an effective way to explain how to properly (and quickly!) use it. 

UGC-Style Videos 

User-generated content (UGC) and UGC-style videos are an incredible way to connect with your audience while showcasing your products. This video type allows viewers to see a relatable person explaining the brand, which can create social proof and encourage potential customers to try the products. 

In this Once Upon a Farm video ad, other consumers can see how this family uses the products to make their lives easier. Plus, the actor in the video explains why they use this product, allowing viewers to learn more about the ingredients and cooking instructions. Even though this is a relatively simple product, video marketing enables viewers to understand more about it and how it can fit into their daily lives. 

Animated Explainer Videos

Animated explainer videos can effectively communicate ideas with your customers, especially if you have a complex or typically hard-to-understand product. 

Avalara, for example, uses animated explainer videos to help potential customers learn more about their offerings. Since they’re discussing the difficult (and often stressful) topic of taxes, they’ve used engaging graphics and animations to guide viewers through the video. Plus, the helpful voiceover explains the topics in detail, making it easy for viewers to understand the services. 

Create Video Marketing Content With QuickFrame

From functional marketing to content for other objectives, video marketing is critical to your overall strategy. Whether you’re just kickstarting your business’s video marketing or you’re familiar with the process, QuickFrame by MNTN can help. 

Our agile end-to-end platform can connect you with creators and production teams who are ready to create video content to help you meet your goals, connect with your customers, and showcase your products. Contact us today to get started! 

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