By the end of today, YouTube will close in on an unrivaled 7 billion daily video views. But Facebook video has proved itself a serious contender. In April 2015, the tech giant reported 4 billion daily video views, up from 1 billion in September 2014. As it stands, both Facebook and YouTube are both winning as choice video-sharing destinations; and for different reasons.
This reality is larger than viral cat videos. Blogs, websites, and social platforms are increasingly becoming spaces where video entertains, informs and even activates purchase intent. The rise of Facebook video spells opportunity.
While it's easy to see the potential of video marketing, it can be difficult to overcome the upfront costs and creative ability that the task of video marketing demands. Even though online tools have made video production more affordable than ever, you must first determine where to start. To help with that, here are 3 types of video worth taking the plunge for.
1. Animated explainer video
It can be daunting to articulate what your company does in a few brief words - perhaps even more so if you offer a complex product or service. An explainer video helps people to understand what your brand is all about in 1-2 minutes of highly visual storytelling.
Use real-life scenarios that illustrate how your company is the solution to your audience's problem. Explain your product's features secondly. You've struck the perfect balance in your script when it describes what your customers wants as well as who you are. The video experience shouldn't end there: Add a call to action button to direct viewers to a landing page, social media profile or elsewhere.
Pro Tip: Consider using a DIY animation platform if resources are tight. Look for one that provides the freedom of custom animation beyond themes. That's the key to producing stunning results.
This explainer video from UClass.io, made with an online animated video maker, has beautiful movement that captivates from start to finish.
2. Video tutorial
Tutorials can help close sales and inspire brand loyalty. For tech companies, this type of video might come in the form of a step-by-step tutorial. Beauty and health and wellness companies might find that a series of video tips is what best engages their audience.
Video tutorials can be just as entertaining as they are educational. Don't be afraid to lighten up the tone of the video with a little bit of humor. Establish a format and style that people can easily recognize and associate with your brand. But don't get caught up in the production values; personality and relevant content are what bring back viewers to your channel time and time again.
Pro Tip: Do customers frequently email you with questions about your product or service? Try picking one from your FAQ page, or using Google Trends to identify a current high-interest topic in your industry.
Dropbox's unique animation style keeps viewers hooked.
3. Short-form social video
The rise of Facebook video proves that video isn't just for YouTube and landing pages; it can range in format and be leveraged anywhere your audience is. Your audience's viewing habits vary from platform to platform so your video content strategy should reflect that.
Make your video as brief as possible so that it cuts through noisy social media feeds and satisfies short attention spans. Need inspiration? There are plenty of tools and apps for creating snappy video. Get creative with a series of 15-second tutorials. Or try creating an animated teaser for a product update that links to a landing page. Social video offers a natural way to let your brand personality shine through.
Pro Tip: The more platforms that you use to share your video, the bigger your audience for raising brand awareness. Save this guide for how to post videos on Facebook, YouTube and other video-supported channels.
Lowes' Fix in Six Vine campaign, launched back in 2013 is still generating thousands of social shares today.
No matter your video marketing focus, you should commit to a content creation schedule that your resources can sustain. It's okay if you can't produce a fresh video script every month. Crafting a video marketing strategy takes dedication and experimenting. You won't know what works until you take the plunge.