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How to choose the right type of video marketing for your brand

How to choose the right type of video marketing for your brand

Online video will account for upward of 83 per cent of all internet traffic by 2021, with 13 per cent of that going to live video.

Wowza! These meaty stats, from Cisco, highlight the spectacular importance of getting more video into your content calendar. Thankfully, though, you don’t have to be Steven Spielberg to create great video content – you just need time, a bit of company resource and a stellar video marketing strategy.

Today’s article is all about choosing that video marketing strategy. We’re going to cover the many different types of video that content marketers can make (with examples!) and whereabouts they might fit into your overarching goals.

In this article video marketing ideas

Hey, speaking of goals…

Part 1: Goals! Where every video marketing strategy starts

Quite frankly if you don’t make your videos with a specific goal in mind, they are doomed to fail. So before you proceed any further, stop and read this section of the article:

Before you proceed any further, stop and read this section of the article.

Start by determining your objective

Your video objective is the wider goal you want your content to achieve, which can include increased web traffic, more sales, more newsletter signups, and so on.

Now think of specific goals that will help achieve this objective

Goals are for your audience – these are actions people must take that will help you achieve your objectives. So, if your objective was ‘increase newsletter signups’, your top goal would be ‘Sign up to our newsletter’.

Write this all down. It should underpin every other decision you make from this article.

Part 2: Videos at the top of the funnel

At the top of the funnel, your audience is unaware of your brand and may not realise they require your services. Therefore, educational content and other brand awareness campaigns will work well.

Top-funnel goals include:

  1. Follow on social media.
  2. Sign up to a newsletter.
  3. See more content.

Top-funnel video marketing ideas

Tutorials, how-tos and explainers

This content is all about education. Using animated graphics, someone speaking to camera or a blend of both, your video focuses on educating the viewer – there is a clear takeaway and little-to-no sales talk. Your brand may not even be mentioned by the speaker.

  • Why this video type? Educating an audience promotes your brand as a thought leader, which helps your name stick in their minds. Maybe viewers won’t convert straight away, but you’ve planted the seeds of trust and that’s important for the long term.

Expert interviews

Like the above, this video is about educating the reader. Rather than a tutorial, it could also be discussion on a hot topic – a video equivalent to a newspaper opinions column.

  • Why this video type? It will have the same impact as the above with the added bonus of having potentially greater reach. Try to find an influencer in your industry to interview. If they share your video to their following, it’ll greatly expand its reach with little extra effort on your end.

Presentations and event talks

Imagine TED-style talks and conference panels. Again, the focus is on education and discussing a message (not on sales). You can publish the entire talk or just an interesting snippet.

  • Why this video type? As above, it promotes thought leadership. But additionally, if this event is something you hold regularly, you’re promoting the event itself, too.

Behind the scenes looks

Showing what goes on in your company (i.e. revealing a little of your culture) can humanise your brand and show off some of the good work you’re doing. For example, if you have a sustainability initiative or work with charity groups.

In fact, 58 per cent of adults, according to Reach Solutions, don’t trust a brand unless it has shown them ‘real world proof’.

  • Why use this video type? This is your chance to show that your company isn’t run by corporate robots, but rather perfectly normal people.
  • Bonus point: Company culture videos can be used for recruitment purposes, too! Show potential candidates what your company is like to work for and answer some of their queries before they even apply.

Promoted brand ads

A good brand ad can do wonders for gaining awareness at the top of the funnel.

Consider Dollar Shave Club as an example of this in action. Who had heard of this company prior to 2012? Not too many. But as of writing this article nearly 26 million people have seen their clever YouTube ad.

So, in conjunction with your wider video and content marketing strategies, consider the occasional brand ad boosted via paid advertising on the likes of Facebook to spike your growth when needed.

Final note: You don’t need to be quirky or funny to raise awareness for your brand. If your ad clearly states your company’s value proposition in a way that would be appealing to its target audience, it’ll do just fine.

  • Why this video type? This is all about building awareness. At this stage of the funnel users aren’t likely to suddenly convert, but you can gain those small commitments (i.e. social media follows) to build an audience that you can then target with mid-funnel content later.

Part 3: Videos in the middle of the funnel

In the middle of the funnel, the audience is aware of your brand or that they may require its services. Now they are actively considering their options and debating whether to proceed or not. Educational content will still work well here, but we can also start bringing sales talk into the matter.

Mid-funnel goals include:

  1. Download our ebook.
  2. Sign up to our webinar.
  3. Contact us for a chat.

Mid-funnel video marketing ideas

More educational content!

Education sits largely at the top of the funnel, but certain topics are highly valuable when users move into the consideration phase. For instance, a how-to-choose guide could help people work out what type of product they need to buy from a range of options. FAQ content can answer their next-level queries and give them greater confidence in proceeding to the bottom of the funnel.

Everything we talked about earlier in terms of specific video types will work well again here, whether animated or live.

  • Why this video type? Becoming educated takes little commitment from a viewer, but purchasing a product or service is a leap of faith. Mid-funnel education bridges that confidence gap.

More behind the scenes content

Behind the scenes videos work well here, too. In this case, though, we aren’t as interested in showing off our fun team culture, but more our specific service or product.

Consider having some of your experts discuss what they do and how it works, perhaps showcasing their machines on the factory floor. What you want to achieve here is educating the viewer on how this product/service works, using a visual medium to make it easier to comprehend.

You don’t need to go into heavy product demo detail here, but you should give away enough information that the audience learns something new. We cover more specific product demos later in this article.

  • Why this video type? Again, you’re giving your audience a little more confidence that this product/service is what they require. Knowing how something works is a surefire way to feel better about wanting it.


Good webinars ticks many of the boxes in this list. They educate audience members while also promoting a product/service and someone’s personal brand expertise. As a bonus, they also require users to sign up so you’re capturing their contact details for sales people to follow up.

The reason webinars sit in the middle of the funnel instead of, say, the top (as educational content), is that they require a greater commitment from the viewer than simply clicking and watching. First there’s the actual signup phase, then they have to attend at the right time and finally view for the duration.

While a webinar audience will always be smaller than your top-funnel audience, users here are statistically more likely to proceed further into the funnel as they’ve shown a willingness to commit.

  • Why this video type? A good webinar doesn’t just promote your thought leadership, it also weeds out customers less likely to convert. You can nurture the remaining viewers with more content relevant to their interests, urging them further to your goals.

Live videos

We’ve split live videos from webinars because while a webinar is often live, ‘live videos’ can be pretty much anything. Companies commonly use live videos to stream panel discussions, 1:1 interviews, company events, seminars or conferences, and so on.

Additionally, live streaming has an audience interaction component. Chat rooms and real-time comments go hand in hand with live streaming. While your speakers or presenters are talking, audience members can write in instantly to ask questions or discuss talking points.

  • Why this video type? 80 per cent of brand audiences would rather watch a live video than read a blog, according to Vimeo’s stats. Live videos let you interact with your audience while promoting your message.

Video case studies

Some people put case studies at the bottom of the funnel – sales pieces to help clinch the deal – but we reckon they fit right here in the middle, too.

A case study is a story about how your service has helped someone in the past. It’s usually delivered in a problem-solution format, where you explain the issue and then recount how your service solved it. A video case study is the same thing, but in video format.

  • Why this video type? Case studies exhibit a real life example of your business in action, which can help viewers relate more to the product and what it does. Watching a case study also requires little in the way of commitment, so even a mid-funnel audience can be likely to view.

Part 4: Videos at the bottom of the funnel

At the bottom of the funnel, users have considered all the options and are ready to convert. The only thing left is to convince them that you are the best option for their needs.

Bottom-funnel goals include:

  1. Buy now.
  2. Request a demo.
  3. Get a quote.

Bottom-funnel video marketing ideas

Customer testimonials

Video testimonials are like regular testimonials on steroids. You see, in a text-based testimonial, readers see what past customers have said about your business and generally this helps them trust your business. The thing is, a text-based testimonial could be edited or even fake.

A video testimonial, however, has the literal customer standing right there talking about your business. If it sounds like they are speaking from genuine experience (as opposed to something that is blatantly scripted), it will go far to showing that their message is true.

  • Why this video type? This is about putting the stamp of trust on your marketing efforts. Users are ready to convert, but need a final push. If they see that you’ve worked wonders for people with similar needs to theirs, they will have more confidence in your service.

Event recap videos

In the event that your entire video marketing strategy was all about promoting, well, an event, a recap video could assist at the bottom of the funnel.

An event recap is like a movie trailer, but for your event. It will probably have fast cuts, vox pop inserts and short snippets from past talks. The idea is to show that last year’s event was stellar, so logic dictates that this year’s event should also be stellar.

  • Why this video type? Purchasing a ticket and attending an event is a big commitment – users at the top and middle of the funnel may not be ready yet. But an event recap at the bottom of the funnel speaks to a viewer who is almost there. You’re showcasing what happened last year to further prove that it will be worth the viewer’s time and money.

Product demos and tutorials

Finally, in the midst of your bottom-funnel users are viewers who are convinced they need your product/service, but still don’t know how it works. Or, if they have a general idea, they might want to know specifics. After all, they could be building a case to pitch it to their higher ups. The more detail, the better.

Product demos and service-specific tutorials are very product/service oriented. Someone knowledgeable will take the audience through your business offering and drill into its finer details. These videos will be much more specific than some of our earlier content of this nature.

  • Why this video type? Not many people will be interested in these videos, but for those that are it could be the last bit of detail they need to seal the deal. These videos trade general information for nitty-gritties, giving the viewer an accurate picture of what the product will look like, so they can imagine what to do with it if they got their hands on it.

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Duncan Pacey
Duncan Pacey About the author

Duncan has hands-on experience developing and rolling out many of our bespoke search-optimised writing products, making him the perfect Castleford blogger. When he’s not writing about SEO, lead gen, and the art of entertaining people and Google simultaneously, he crafts prose for clients in hospitality, construction and building, and the software as a service field. Current clients include SAS, Altus, Epson - and of course the Castleford website.

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