Scroll down your feed on Instagram, Facebook, or Twitter? What type of content catches your attention? What makes you pause on a post? Is it text, images, or videos? Videos, right? Whether it is the short format bite-sized TikTok videos or the gadget reviews on YouTube, they are all over the internet, and, how they are ruling the roost!
One of the best ways to make your content seen is through videos. And even the experts and surveys are opinionated when it comes to the necessity of videos in business marketing.
People, the world over, consume video content. The main benefit of video is that it crosses the language barrier and is liked by people of all age groups. In fact, 54% of consumers want to see more video content from a brand or business they support. And it’s not that those videos are limited to entertainment purposes only. Businesses can use videos for any stage of the sales funnel starting from brand awareness, continuing to lead generation, and finally sales and retention.
Among the social media channels, YouTube is the most popular video-sharing platform for marketers followed by Facebook, Twitter, and Instagram. And the video content is mighty as it has the capability to sway a consumer’s buying decision. Eight out of every ten users have purchased software or app after watching the brand’s video! You know video content has truly arrived when even the internet giant, Google, describes them as “indispensable”. So, if you are planning to include them for marketing and advertising, know that you are on the right track.
What is your goal for video marketing?
Before you start with the video-making plans, you’ll need to decide what you want to achieve from the video content. Of course, your goal is to market your brand and products, but it can’t always be a sales pitch. Most of the online video content devoured by the audience falls into three broad categories.
When you intend to reach a wider or new audience, you create videos to attract their attention to the brand. These videos are created to go viral so that people remember them and relate to your brand. Create original and catchy videos that the targeted audience can relate to.
After the awareness stage, you need to educate the audience about your brand and products. These videos are explanatory, product reviews, how to use, do it yourself, product benefits, or customer case studies. These videos give an insight into what customers can expect from your brand.
Engagement videos can be used at any stage of the sales funnel from customer acquisition to retention. Some of the video types for engagement are behind-the-scenes, interviews, influencer videos, or event videos. You create such videos to get likes, comments, and shares. Depending on your marketing goal, you now decide on the best form of video.
AI video marketing
When we say, video marketing, you don’t need high-tech cameras, professional lighting, or a film crew to make a good video. Instead, focus on the content in the video to keep your audience piqued. As technology progresses, Artificial Intelligence (AI) has penetrated deep into video creation and marketing too. It’s now possible to generate synthetic or deepfake videos without the need for cameras or actors. Videos made by AI technology include a human or an avatar that reads input text or audio in a lifelike voice. Using them in your marketing videos helps your audience to better grasp the message and engage with your content.
Keep reading this blog because we’ll let out some tips to make AI videos in a cost-effective and effortless way.
Types of video marketing for small businesses
Using AI in video marketing needs you to have an awareness of what your audience needs and how you can utilize AI in videos to make them more effective. Just because you have access to deepfake doesn’t mean you use them in all your videos. Instead, use them where it makes sense and adds value to the content. Let’s see the types of videos small businesses can create to sell their products and how AI and video synthesis will help them in making these videos better.
Creating a buzz around a product release is a pivotal point and much needed to get your product all the attention. Your focus should be to get the people excited about the new product as much as you are. Short teaser videos pique users’ interest and they follow the brand to know more about the product. A teaser video must be short and attractively depict the brand and product, leaving the audience wanting more. A good teaser video can have a significant impact on sales of the product as soon as it is launched.
Product launch videos
Although you’ve created hype around the product before its release, your product launch video must stay true to what it offers to customers. An excellent product launch video introduces the viewers’ problems, explains how the product solves those problems, lists the benefits, and tells what viewers must do next. Simple, isn’t it? Yet, many of the brands fail to make a good product launch video because they focus on the product benefits rather than telling the viewers about the problems it can solve.
Explainer videos follow your product launch video. It helps the audience learn more about the product and understand its benefits and uses. The product video should first highlight the customers’ problems and needs, present the product as the only or the best solution to the problem, and clearly show the process. Don’t make the video too bulky. Whiteboard explainer videos are an effective way to start with. You can get an industry expert to talk about the product in the video. Overlaying them on explainer videos gets your video more impressions. If they don’t have time for the full-length video, use DeepWord, an AI video generation platform, to make them speak what you want.
There are scores of influencers who make videos of only unboxing new products. People watch unboxing videos more than regular videos. It’s a trend wherein brands provide product boxes to influencers to unbox it and review the product look. Over 90,000 people type “unboxing” into YouTube every month and almost 40 unboxing videos have over 10 million views on this channel. Why do people watch unboxing videos? Because it excites them to know what is inside the box. It’s also a natural way to learn all the necessary details of the product. Small businesses should go for it because making an unboxing video doesn’t cost much. Just a camera and a microphone will do. And you don’t need an influencer to do it all the time. Just focus on the contents of the package and you are done.
Product demo videos
Similar to explainer videos, the product demo videos are easier to make thanks to the AI video generation platforms such as DeepWord. This technology now allows e-commerce businesses to create a video just from text or a link to the product’s landing page. A good addition to making the video engaging is to appear as an overlay in the video. Instead of reshooting every time, you select a personalized avatar from DeepWord and it lip-syncs the entire text as you want.
Event videos give information about your company and its mission to the audience. It’s a clever way of letting people know how committed you are to innovation and customer satisfaction. Annual events are important for big brands as they usually come up with new product launches at this time. Take Apple’s annual events as an example. Similarly, you can invite industry experts and share speeches to establish authority and credibility. Create post-event videos and share them on YouTube as a video marketing strategy.
Brand videos give your customers a sneak peek into the culture and values of your organization or brand. You can include behind-the-scenes videos, CEO talks, or employee testimonials to explain what’s unique about your company and brand. When creating such videos, always stress why customers should choose your brand over your competitors. A good example is you talking about sustainability and what your company is doing to achieve it.
Interview/ Q&A videos
Interview and Q&A videos give you a chance to answer your customers’ most pressing questions. It may be about the benefits of a product or how to use it. You could sit down with a thought leader or technical team member and chat with them where they answer the questions that your customers have asked. Or you can record an interview in advance and publish it on social media channels. If the expert doesn’t have time or is not comfortable facing the camera, use synthetic video generation platforms to create videos. It’s easy and cost-effective and will save you time and resources.
Case study videos
Case studies or examples of customers who have benefitted from your products or services are a clever way to tell your audience its effectiveness. It also gives them an idea of how the products or services can be implemented in their business strategy to show satisfactory results. Insert snippets of customers talking about how they used your products for their benefit. And if they are busy, all you need is their photo or a short video of them. DeepWord will then use the video input to sync their lip and jaw movements to the audio or text input. Your video is ready in minutes to be uploaded and shared on social media.
Are some of the prospects considering buying your products? How do you push them to make a purchase? Customer testimonial videos are perfect for people who have been researching your products. Many brands use testimonials from their customers to establish trust. If people are saying something positive about the products, they must be good, right? So, make use of it to encourage prospects to buy your products.
In the age of advanced technology, personalized videos strike a chord with customers as they give them a sense of belonging. These videos address viewers directly by their name to create a feeling of one-to-one communication. Such videos in the final stages of your sales marketing funnel nurture the prospects and add a human touch giving them a feeling that they are being taken care of. Personalized videos work best in emailers and for e-commerce. These videos are created by integrating CRM data into the video template. Such a one-to-one approach in video marketing can be used by small businesses to connect with leads on a more personal level.
Videos play a significant role at every stage of your marketing funnel. Over a decade back, only big businesses had the access to create videos as it meant huge investment. But now, with the advent of AI and deepfake technology, even small businesses can create videos and use them to turn new leads into paying customers.
AI videos are a fantastic opportunity, especially for small businesses, to make real connections with the audience and build up the brand. All you need is an idea and DeepWord to create professional-level videos. So go out and start creating!