It’s not unusual for brands to begin their video marketing efforts with a smaller budget. These campaigns are probably new to your team, and you want to see results before investing further. But with that limited budget comes limited options. You want to put all of your marketing dollars to work for the highest chance at success.
Although every brand should follow a customized video marketing strategy based on their goals for growth and sales, there are a few videos that should be in every brand’s arsenal right away. These videos typically have a much longer usable life and can serve as a foundation for future video marketing campaigns.
Prioritize these three videos first and foremost:
1. Brand story:
The very first video almost every brand should make is one that shares their brand story. These videos are compelling and powerful, sharing who you are, what you do and why you do it.
Brand story videos
help customers get to know a brand on a deeper level, which helps to build trust, recognition and value—the very foundations of a loyal customer base. What’s more, your brand story video can be used across many platforms. It can live on your website’s home page, introduce your YouTube channel, be shared across social media and entice customers in emails.
2. Case study or testimonials:
Both case study and
testimonial videos
are valuable contributions to a brand’s early video marketing strategy. Which one you choose might depend on the types of products or services you offer and the customers you’ve served. Either way, these types of videos add legitimacy to your brand, providing social proof of your offerings and helping build trust among prospective customers. Testimonial videos might be better if you have lots of products and want to highlight a range of experiences and customer groups. A case study is more appropriate if you have one featured offering and a compelling customer story to share. Like brand videos, these videos can be used on many different channels and can even be
repurposed
to extend their lifespans.
3. Product explainer:
Finally, brands new to video marketing usually benefit from making an engaging explainer video for their main product or service. This video should explain what your brand has to offer and why your customer would benefit from it. Focus on the problem your products solve, not the individual features and benefits. Explainer videos help prospective customers understand what you’re all about and legitimizes your business. Keep these videos on your website, YouTube channel and social platforms.
Brands new to video marketing should focus on creating high-quality videos that will work over a longer period of time. These videos will continue to draw customer attention, build trust and establish authenticity, even when you begin to branch out into other video marketing campaigns.
Are you ready to kickstart your first video campaign? Spin Creative is here to help.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
