Video is an increasingly important part of the modern marketing funnel. If you haven’t explored the engagement potential that video offers, it’s time you looked at the potential for using it in your business.
Recent video marketing statistics show that online videos will make up more than 82% of all consumer internet traffic by 2022. Facebook believes that video is a critical part of the future of the internet, predicting that its platform will eventually be all video and no text.
When you’re looking at adding videos to your funnel, it’s important to remember that there’s no such thing as “one video fits all”. You need to know which type of video you should use at each stage of the customer journey and give each video a specific goal that it needs to achieve.
In this blog, we’re taking a look at the top 13 videos you need in your marketing funnel. This will help familiarize you with the most popular video options that you can build into your strategy.
1. Explainer videos
Explainers are fantastic marketing assets for your business. As the name suggests, they’re used to explain a product or service that you offer to help customers decide whether it’s right for their needs.
These videos are typically used on landing pages, sales pages, and product pages. They feature content that may be animated, live-action, or in a whiteboard presentation style format. Animation is particularly popular for industries like SaaS and tech which have intangible products but need to explain the mechanics and benefits to their potential customers.
2. Advertising and promotional videos
If your business needs to run paid advertising and promotional campaigns, using video is an effective way to grab and hold the attention of busy internet scrollers.
Emotions and storytelling, together with bright, captivating colors and an irresistible offer can create an instant need for viewers to find out more about your business.
This type of video is most commonly used to build initial brand awareness or drive conversions at the bottom of the funnel.
3. Sales and special offers
Running a Black Friday promotion? Have a clearance sale on all those turkey-themed sweaters that didn’t sell before Thanksgiving? Sales and limited-time videos are the perfect way to draw attention to your business. As these videos are targeted at triggering scarcity and FOMO feelings in your viewers, their goal is almost always conversion-focused.
This type of video should be short, simple, and get straight to the point with your offers. Don’t forget to include a clear call to action and a deadline for when your offer ends.
4. Testimonials, social proof, and case studies
Combining video with social proof for your business is a force to be reckoned with. 88% of consumers say they trust user reviews as much as a personal recommendation, so having elements such as testimonials and case studies in your marketing funnels is incredibly important to build trust in prospective customers.
Make sure to showcase concrete metrics and your very best customer success stories to increase your chance of moving prospective customers toward a conversion.
5. Editorial and listicle videos
Freshen up your content by adding video elements. No matter whether you’re growing your brand on Facebook Stories or building a community on Instagram, editorial videos can help you tease any upcoming content, or promote freshly published items that will interest your followers.
These videos are typically used at the mid-funnel marketing stage to increase your company’s like and trust factors, and build rapport in your audience so they can get to know you better.
Similar to the editorial videos above, infographic videos are a great way to break down and explain complex ideas and statistics to build your online authority at the consideration stage.
Infographics are highly shareable and look even more compelling when they’re presented in a video format. You can even use them to repurpose or refresh your existing content.
7. Questions and polls
You may have noticed a rise in quizzes, questions, and polls in your social feed lately.
These videos are typically used mid-funnel to capture an existing follower base. They evoke our natural curiosity as humans, and can essentially help a business double down on engagement as viewers respond to the poll and then check back later to find out the results.
8. Facebook cover videos
A cover video is an ideal opportunity to get your Facebook account working harder for your business.
Instead of choosing a static image for your Facebook cover, you can use the video here to build brand awareness, showcase your products and services, or create conversion-focused content to grow your revenue.
9. YouTube intro videos
With over 500 hours of video being uploaded to YouTube every minute, your marketing videos need to really stand out in what can be a sea of sameness.
If you’re serious about using YouTube as a channel for business growth, having an attention-grabbing intro to your videos is essential. It’s worth putting the effort into this kind of video, as it will pay off as you grow your channel audience.
By creating a branded intro for your content, you can build awareness and upload content that people can easily spot at a glance in their YouTube feed.
10. YouTube channel trailers
Similar to the intro video, a channel trailer is a must-have if you’ve chosen YouTube as your marketing platform.
This video is essentially a promo (or explainer) for your entire channel, giving new viewers an overview of what they can expect in terms of content when they subscribe to your updates.
It’s important that your trailer is highly engaging, on-brand, and clearly outlines why your brand is different from the hundreds of other creators on YouTube. Don’t forget a call to action to encourage viewers to subscribe to your content.
11. Sales videos
If you’re trying to close those big business deals, take some time to let the video do the talking for you.
More memorable than reading stacks of documents, and less boring than listening to hours of monotonous sales spiel, videos can get your offers across to interested buyers in less time, with more success.
As these videos will be likely to be shown to small groups or on a one-to-one basis, they can (and should) go into more detail about your products and services. Don’t forget to include trust builders in your presentation – such as testimonials, case studies, and any noteworthy partnerships you might have. These can all help break down objections that your potential buyers might have so that you can seal the deal.
12. Launch videos
When it comes to launching new products and services, launch videos can create the hype you need to get your audience excited.
Make sure your video is firmly focused on its end goal and its target audience. It can be tempting to let the hype run away with you at launch time, but it’s important to focus on the fact that, at its core, your launch is still all about building desire and solving a problem for your customers.
13. Homepage background videos
You might have noticed that some websites you land on have videos playing in the first section to add more interest behind the headline. These background videos can work alongside the copy as a visual message to help explain and define your brand.
The problem here is that the video can be too busy and detract from the most important part of your home page. If you’re using background videos, it’s best to either keep them simple or insert them a little further down the home page so your heading section doesn’t become too overwhelming for visitors.
No matter if you’re targeting the top of the funnel to create awareness, mid-funnel for buyers who are in the decision-making process, or people who are poised to hit your buy button, there’s a perfect marketing video to make life easier – for both you and your customers.