The 10 Best Types of Video Production for Marketing
Video is taking over, quickly usurping all other forms of communication—especially when it comes to marketing. Brands absolutely must catalyze their video production cadence to keep up with an increasingly speedy world where attention spans are low and the competitive landscape is crowded.
Not only will video make up 82% of internet traffic by 2022, but surveys have shown that consumers overwhelmingly prefer to engage with video content over text. 79% of consumers would rather watch a video to learn about a product than read text on a page and 84% of consumers have been convinced to make a purchase after watching a brand’s video.
Video’s power to not only communicate—but also to persuade—is unparalleled. If you’re not already implementing video production as part of your marketing strategy, it’s probably time to start. And if you’re already using video, there are a number of ways you can mix it up to capture your target audience’s attention and showcase your brand or product from a different angle.
Here are the 10 best types of video production for marketing that you can implement across various platforms to attract audiences. Watch the video or read the highlights below:
The Best Types of Video Production for Marketing
1. Brand Commercial
The Brand Commercial is the most traditional type of marketing video and dates back all the way to July 1, 1941 when Bulova aired the first TV commercial ever—it was just 10 seconds long and cost $9 to run.
Today, brand commercials obviously look much more elevated, can run on so many different platforms beyond TV, and definitely cost more to produce and run. Commercials are great for shining a spotlight on your brand. You can express the value you offer the world and they are great for growing awareness and increasing favorability. Of all the types of video, Brand Commercials are often the most polished and will probably cost you the most to produce.
But depending on the length of the commercial and the platforms where you choose to run yours, you might be surprised by how affordable it can be to get one made.
2. Brand Sizzle
Brand Sizzles are less narrative than a full-on commercial and offer your audience a little taste of your brand. They are a great way to offer up a teaser of your brand’s value propositions and to build awareness.
Sizzles can vary in length but are usually on the shorter side to retain attention. They are most successful when the focus is on communicating the look and feel of your brand rather than explicitly telling a story.
3. Product Spotlight
A Product Spotlight video makes your product the hero of the story. Product Spotlights can introduce a product, grow awareness, or move prospects further down the funnel.
This is probably the most versatile of all of the video types since there are many creative ways to present your product with motion. A motion still is one approach, which can affordably turn a still image into a video giving the viewer a cool, visually-different experience:
Animation may be your best option if you want to delve into some detail or educate your audience:
And stop-motion is a great way to make your product the star visually, while introducing some eye candy into your audience’s social feed:
If your company’s product is intangible—maybe you sell a service or an app, for example—an Explainer video is a great way to describe your offering. An Explainer is exactly like it sounds—use it to explain the ins and out of your service, app, or software. You can get as granular as you want depending on what part of the funnel you’re trying to target.
5. Unboxing Video
An Unboxing video can showcase either a single product or your whole portfolio. They are especially popular with direct to consumer (DTC) brands as they’re a great tool to visually demonstrate what’ll be arriving at the customer’s doorstep.
Unboxing videos are most commonly shot live action and can really take on a UGC feel, especially if your primary distribution channel will be social media platforms. Stop-motion can also be a great option (though slightly more expensive) and will help your Unboxing Video stand out in a feed.
6. How-To / Recipe
A How-To video is a great tool to provide your audience with step-by-step instructions on how to use your product. Consider producing a How-To video to increase consideration, especially if your product’s utility is difficult to get across in another type of video. You can also use How-To videos to address common customer questions about your offering.
A close cousin of How-To videos is the Recipe video. These are just like how-to videos but for a food and beverage product, specifically. We’re all used to seeing Recipe videos in our feeds and they can be a great way to get across different use cases for your product.
7. Direct Response Social
Direct Response Social videos are conceptualized specifically for social media and are often produced with specific platforms and performance marketing plans in mind. They offer a clear CTA to spur action and are designed to get your audiences to act, directly driving business results.
These types of videos are made to look native to specific social media platforms so they are often less polished than a brand commercial to blend in with a viewer’s feed, and they usually cost less to produce. Most are primarily designed for a sound-off experience, so you’ll notice a heavy use of text on screen.
Educational videos are great for expressing your organization’s point of view on a topic and building your reputation around that idea. They are different from brand videos in that the focus is really on educating your audience on a specific topic as opposed to communicating your brand’s message.
Your brand values will still be prominent, but Educational videos really focus on teaching—your product will likely not even be featured or referenced.
9. Customer Testimonial/Interview
Customer Testimonial or Interview videos create a narrative with a single individual or a small group of people talking about their experiences with your product. You can use these types of videos to communicate a story with a people-first narrative, kind of like an explainer video but with customers as the storytellers. Customer Testimonials can be extremely effective to help your audiences visualize the personal benefits of your product offering.
The last—and perhaps most ambitious—type of video for marketing is the Mini-Doc. The Mini-Doc is exactly what it sounds like—a mini-documentary that combines interviews and b-roll footage to tell an engaging story. This is a more subtle way to tell a people-first narrative and is less explicitly conversion-focused than a Customer Testimonial/Interview.
A mini-doc can be a really sleek way of sharing your brand values while building awareness through content that is particularly shareable, especially if the topic is something particularly hot in the zeitgeist.