Video is now an essential component of any successful marketing strategy. But it can be hard to know which types of video or motion graphics are right for your brand. What’s more, the answer to this question can change from campaign to campaign, depending on the product or service you’re promoting and the audience you’re trying to reach.
Putting Video Marketing First
You already know that video and motion graphics should be a huge part of your marketing strategy. But did you know that video will drive 82% of all internet traffic by next year?
That’s huge. And that means that video and motion graphics shouldn’t just be a part of your overall strategy—they should be at the very core of what you do as a marketer.
Luckily, there are plenty of different kinds of video to choose from—meaning there’s one for every occasion.
Videos vs. Motion Graphics
In this article, we’ll use the terms “video” and “motion graphics” almost interchangeably. That’s because the lines between these two mediums are somewhat blurred.
While we often talk about “video” when we mean something that includes live-action footage, more videos than ever include graphic and animated overlays—from lower-thirds to data visualization to icons. These are classic elements of a motion graphic.
Motion graphics are a type of video that is completely animated. These are ideal for situations in which live-action footage of your product or service is either not very compelling, or not available (especially true in the era of social distancing). They’re also great for making complex topics seem more simple and accessible, because animation cuts out the unnecessary noise and gets to the core of your message.
All right. Now that that’s settled, it’s time to take a look at 6 of the most effective types of video and motion graphics for any marketing campaign. We’ll also discuss when and how you can use them most effectively.
1. Explainer Videos
It’s not always easy to explain what your company does, or how a particular product or service works, in clear and simple terms. This is especially true for companies working in new and innovative spaces, where people might not fully understand the science or reasoning behind what you do, or the value of what you have to offer.
That’s where an explainer video comes in. These are perfect resources to help build the confidence of potential customers in your sales funnel. They’re also great for guiding current customers so they can maximize the value of your product or service. That way, you can boost customer satisfaction and retention.
2. Product or Service Videos
These videos are essential at the core of your business and the top of your sales funnel. There’s nothing more effective than a motion graphic or video explaining the fundamental value-add of your product or service. It’s a sales pitch in video form.
For these videos, it’s a good idea to keep things short and sweet. A study by video hosting and analytics company Wistia found that engagement peaks when a video is around 1–2 minutes long. So stick to your core message and the key benefits that consumers can expect.
3. How-To Videos
How-to videos dive into the nitty-gritty of everything from product assembly to installation. They’re useful tools for both customers and potential customers so that they know how to make the most of your service of product. Without these, you might be left with some unhappy customers.
Motion graphics are a great option here, since they can simplify complex processes even further. Imagine a video that explains how to set up your custom computer workstation. Wouldn’t a clean, bright illustration be much less daunting than live video footage of a nest of wires?
4. Emotive Videos
These videos are designed to appeal to consumers on an emotional level. They focus on the way your company is making the world just a little bit better, and how using your product or service might help your customers do the same.
Today’s consumers are placing a higher premium than ever on companies that take their social, economic, and environmental responsibilities seriously. A video or motion graphic that shows how you’re making a positive impact could mean the difference between a new customer and a lost opportunity.
5. Home-Page Videos
Many, if not all, of the video types that we’ve already mentioned would make a great home-page video. But one thing’s for sure: having some kind of home-page video boosts engagement and conversions. Insivia Technologies reports that including a video on a landing page can boost conversions by 80%.
On the home page of your company site, you’ll want something that gives a brief, compelling overview of what you do. This might mean a product or service video is the best fit. But if you need to convince customers first and foremost of the value of what you have to offer, an explainer or emotive video might be a better fit.
Videos on the landing pages of key campaigns are equally important. You’ll choose the best approach based on the goals and target audience of your campaign.
6. Short-Form Social Media Videos
Last but certainly not least, short-form videos for social media are essential resources for any marketing strategy or campaign. You’ll want to make sure to optimize the length, format, and aspect ratio of these videos for each platform. (A great resource for this is Sprout Social’s “Always Up-to-Date Guide to Social Media Image Sizes.”)
You’ll also need to make key decisions about the use of sound on these videos. Keep in mind, for instance, that while 85% of videos posted to Facebook are watched without sound, 76% of video ads need sound to be understood. This is a big missed opportunity for marketers and advertisers.
These are just a few of the most effective types of marketing videos and motion graphics. For custom recommendations on what’s the right fit for your business or campaign, contact Killer Visual Strategies today.