Updated: May 9
Back by popular demand! We are revisiting an important topic for digital marketers. Thanks to all your feedback, our in-house experts have compiled a post specifically about this topic: 'What type of video do you need for your digital marketing?'
On the surface, it looks like a pretty straightforward answer. An engaging video drives prospects to my website and leads to higher conversion rates. It's not quite as simple as that, but we are happy to provide you with our expert opinion on the topic.
Some consider video a synecdoche, a form of metonymy, for most digital marketing efforts nowadays. Yet, video is the broad term given to various interrelated marketing mediums. To coin an age-old aphorism, it's the broad term given to motion pictures for marketing purposes.
Today, we will introduce you to different types of videos that you can use for digital marketing.
Your company's requirements largely determine the most applicable videos.
Animation in marketing has increased dramatically in the last few years. The most common type of animated video is the whiteboard explainer video. As the name suggests, these videos are made on a whiteboard (or sometimes even a chalkboard) with illustrations and text explaining a company, product, or service.
While whiteboard videos are not limited to any specific industry or category, tech startups and SaaS companies often use them to explain their products/services. In addition, E-commerce brands also use them to explain how their platform works. Marketing pros can further classify whiteboard videos into two types:
1) Animated videos with a voice-over only
2) Animated videos with both voice-over and music.
A demo video is a great way to show off your product in its feature-packed glory without boring your audience with a long list of specs. Instead, it's the perfect way to give prospects an overview of what your product can do without getting too technical.
Demo videos come in various formats, from live-action to screencast (a recording of someone's computer screen), but they all have one thing in common: they need to be short, sweet, and to the point. The best demo videos are under two minutes long. Any longer than that, and you risk losing your audience's attention.
Interactive videos are becoming increasingly popular to engage viewers and get them involved in the story you're trying to tell. These videos usually take the form of quizzes or polls that viewers can answer as they watch the video. The results of these quizzes or polls can then be used to customize the rest of the video for each viewer, making it feel like they're watching their movie rather than a generic commercial.
Live-action videos are exactly what they sound like: footage of real people shot in real settings using either professional actors or regular Joes off the street (the latter being more common nowadays). Live-action videos can take many forms, from traditional commercials to more modern web series and vlogs (video blogs). No matter what form they take, live-action videos need to be well-scripted and expertly edited if you want them to pack a punch.
AI, or artificial intelligence, is quickly becoming one of the hottest buzzwords in the marketing world. And for a good reason: when used correctly, AI can be a powerful tool for creating highly personalized content that feels like it was made just for you.
There are several main types of standard AI videos: those that use facial recognition to customize the video experience and those that use natural language processing to generate new videos on the fly based on viewer preferences.
Facial recognition AI is used to track viewers' eye movements and expressions to show them only the parts of the video that are most relevant to them. These AI videos ensure that each viewer has a unique experience tailored specifically to their interests.
Natural language processing (NLP) AI, on the other hand, is used to generate new videos on the fly based on viewer preferences. So, for example, if you're watching a cooking show and you tell the AI that you're interested in learning how to make sushi, it will search through its library of videos and find ones that match your criteria. It will then stitch together a custom video for you made up of clips from all those different videos.
AI presenters perform an invaluable function for your marketing videos. Virtual humans can deliver compelling content at scale and with maximum cost efficiency. The storytelling experience is central to creating that personal connection between your company and your customers. You can choose your preferred AI presenters and have synthetic media create a beautiful, engaging, and converting solution.
Animated graphics are often used in conjunction with live-action or animated videos to add visual interest and break up longer pieces of content. They can also be used as short social media posts or ads. There are two main types of animated graphics: 2D and 3D.
2D animations are flat images that have been given movement using software like Adobe After Effects or Photoshop. These are typically less expensive and time-consuming to produce than 3D animations but can still be very effective when used correctly.
3D animations are created using specialized software like Autodesk Maya or Cinema 4D and require a higher level of skill to produce than 2D animations. They tend to be more expensive but can also be much more impactful when done well.
Mark Zuckerberg Says That Video Is a Megatrend
Source: Contextually Relevant Marketing Videos by Groupon on YouTube
The stats dispel any notion that video will be displaced as the most significant marketing medium. Wyzowl content expert Melissa DuShane put it succinctly,
‘There’s been an explosion of growth in video on social media in recent years. Views of branded video content have increased 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video Tweet is 6x more likely to be retweeted than a photo Tweet. If you haven’t taken a closer look at the power of social media and video together, you’re in for a surprise. The numbers are big. Really big.’
Those numbers may be five years old, but the trends have accelerated in the same direction in recent years. Facebook co-founder Mark Zuckerberg said eons ago, back in 2017, that ‘Video Is a Megatrend’, and we all know this to be true in the digital marketing world.
The Digiday Report: The Marketers’ Guide to Video & TV in 2021
The Digiday Report serves as an important source of information on video and TV advertising. It details how companies move beyond social media platforms like YouTube, Facebook, Instagram, blogs, and web video to TV and beyond. Whenever we think of TV advertising, we see dollar signs not only in terms of revenue but in terms of costs.
Granted, TV advertising costs are substantial compared to web advertising, but there are ways to mitigate those costs. For example, marketers can implement cost efficiency measures to create content using virtual humans through synthetic media.
A substantial part of TV marketing costs is the actual production of the commercial content. By reducing those costs through virtual humans, a.k.a. AI presenters, it's possible to slash production expenses.
sample were neck and neck: 85% of brands stated that up to half of their original ad spend was with linear/streaming TV, and 77% of the brands attested to the same for digital video. So naturally, the pandemic slammed the brakes on digital ad spending in the US (and globally) in 2020, but we have seen accelerated movements with greater investment since then.
There is also a widespread perception that digital video allows for more precise targeting than linear TV and streaming TV.
Takeaways from the Digiday Report on Choice of Video Marketing Medium
Advertisers rank digital video, streaming TV, and linear TV according to most important, and least important metrics. These are summarized as follows:
Digital video – most important view through cost per visitor/install/acquisition, and least important video completion rate.
Streaming TV – most important view through cost per visitor/install/acquisition, and least important impressions.
Linear TV – most important impressions, and least important view through cost per visitor/install/acquisition.
Remember, marketers can showcase different types of videos on each of these mediums. Whereas TV used to be regarded as a brand-building channel, it is now also a direct response channel for marketing purposes.
The director of e-commerce at Vuori, Jamie Fontana, stated that there may still be myths around measurability and the media buying component. Still, we found that TV can be measurable and simplify media buying with the right partners.
Remember pricing? This was one of the biggest bugbears for SMEs taking their marketing videos to TV. However, it's much more common for smaller brands to advertise their products and services on TV than ever before. As a result, TV pricing for marketing content is well within the KPIs for CPA/CPV and ROAS for many companies.
Summary of Marketing Videos and Where to Showcase Them
Thanks for enjoying today's post with us. At Hour One AI, we act on the feedback from our readers. Today, we discussed different marketing videos and various channels to showcase them. Let's quickly recap what we discovered together:
• Animated Videos – used to explain a company, product, or service. They come in two varieties; those with voice-over only and those with voice-over and music.
• Demo Videos – used to show off a product's feature-packed glory. These need to be short, sweet, and to the point.
• Interactive Videos – used to engage viewers and get them involved in the story. These usually take the form of quizzes or polls that viewers can answer as they watch the video.
• Live-Action Videos – footage of real people shot in real settings using professional actors or regular Joes off the street. Live-action videos can take many forms, from traditional commercials to more modern web series and vlogs (video blogs).
• AI Videos – created using facial recognition or natural language processing AI to generate new videos on the fly based on viewer preferences. Virtual humans are great for storytelling.
• Animated Graphics – often used in conjunction with live-action or animated videos to add visual interest and break up more extended pieces of content. They can also be used as short social media posts or ads.
Digital video is most important for view through cost per visitor/install/acquisition and least important video completion rate. Streaming TV is most important for view through cost per visitor/install/acquisition, and least important impressions. Finally, Linear TV is most important for impressions and least important for view through cost per visitor/install/acquisition.
Join us next time, as we tackle other interesting topics in video marketing. Share your thoughts with our video marketing community. We’d love to hear from you.