How To Choose The Right Type Of Marketing Video For Your Business

Video Marketing – Where To Start?

video marketing

If you’re a business owner, you’ll have realised that 2015 is all about video.  Not yet using video in your marketing? You can be sure your competitors are, so it’s time to get up to speed.  But how do you decide which type of marketing video is right for your business?  In fact it’s likely that you’ll need more than one type of video to fulfil different marketing requirements.  Here’s a quick look at some of the popular video formats and how they could work for you. (with thanks to Small Biz Trends


This is the “talking head” type of video that you’ve seen countless times both on TV and online.  It’s a great way of enhancing the “know, like, trust” factor as people can actually see you in person.  It would work well for a short introductory video on your website home page, for example, if you talked for 2-3 minutes about your business and how you solve those problems that your target clients are experiencing.  Another format for your “elevator pitch” in fact!  However, many people aren’t comfortable putting themselves in front of a camera (I’m one of these!) so it’s fortunate that there are several other video styles to choose from.

 Explainer Video

An explainer video generally features motion graphics (animated text and images) with voiceover audio, or a music track (sometimes both).  This is a compelling way of getting across more complex messages – viewers seem to respond better to listening and seeing the words on screen at the same time.  Explainer videos are increasingly popular and reasonably easy to create.  A typical length would be 2-5 minutes.

Whiteboard Video

The whiteboard video, also called whiteboard sketch or doodle video, has taken off exponentially over the last couple of years.  You’ve probably seen examples of these videos –  they feature a hand drawing and writing either on the “front” of the slide, or more recently, from “behind” the slide.  The whiteboard  format takes the explainer video to a new level and similarly, is ideal for presenting fairly complex messages –  particularly in the B2B arena.  Originally the creation of a whiteboard video was a very complex and expensive process, necessitating a cartoon artist drawing “live” and the sketches being recorded.  A great deal of editing was required to produce the finished article and fit the audio / music tracks to the images.  Nowadays however, there are many software packages that produce excellent results and are easy for virtually anyone to use.  (details at the end of this post)

Testimonial Video

We all know how powerful a testimonial from a satisfied client can be –  but multiply that tenfold when you have a video testimonial!  To see and hear someone extolling your virtues live on camera is pure gold – social proof at the highest level.  A testimonial can be recorded very easily on any modern smartphone –  it doesn’t have to be professional quality and literally only takes a couple of minutes.  Who could you record a testimonial for today?

Video Ads

I’m mainly referring to Facebook ads here –  the video ad is rapidly gaining in popularity and is probably the most cost-effective of all Facebook ad types.  This is because only a minority of businesses are using video ads at present –  what a great chance to get in on the ground floor!  A Facebook video ad is quite different from the previously mentioned types – it needs to be short (definitely under 60 seconds, 3o is ideal), must focus on the problem that your business solves, and have a clear call-to-action at the end; usually “click here to [solve your problem]”  No other information is neccessary.

Video Placement

Once you have your finished video, what should you do with it? There are plenty of options:

  • Upload to YouTube (make sure you optimise the title and description, and include relevant tags and annotations)
  • Embed on your website
  • Include on a squeeze page or sales page
  • Upload to your Facebook Page – NB do this direct to the page, not via YouTube as you’ll get better engagement this way.
  • Post on Twitter, LinkedIn, Google+, Pinterest.
  • Run a Facebook video ad

Video Creation Tools

I’ve been helping businesses with video marketing for quite a while now and these are my preferred video creation tools (NB: if you purchase via these links, I receive commission) –

Over To You

What will you include in your video marketing strategy? I’d love to hear what works best for you – please comment below!

Need help deciding the best type of video for your business? Visit this page for details of my video creation packages.  I’d love to help you create a great impression!


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