marketing videos
Address the middle of the marketing funnel
The main goal of a marketing video is to promote a product or service. It helps to raise awareness, increase engagement and educate your audience. It's a versatile medium with far-reaching potential. Generally speaking, branding and events videos can also be put into this category. However, the definition of “marketing video” under our context is narrowed to only address the middle of the marketing funnel: consideration and conversion stages. Generally, if you're aiming to use a video to boost sales, you’ll want a marketing video.
type 1 — product sizzle
A product sizzle video aims to raise awareness of a product. It stays at the high level, focusing on the product’s unique selling proposition, how it’s different from the competition and what’s the biggest problem it solves. The video covers a few key features of the product without going in depth. Thus, the length of a product sizzle video should be no more than two minutes.
This type of video is the first marketing video you should consider launching for a new product campaign. The main goal of this type of video is simple — to let people know there’s a new product that's much better than anything else on the market.
Strategy Design Studio
Strategy Design Studio is a web-based tool for modifying and deploying business decisions. The main selling point of this tool is efficiency. Thus, this sizzle video focuses on the time it saves and the flexibility it provides. The video symbolizes the tool as a car, which is easy for audiences to understand.
type 2 — product demo
A product demo video targets the consideration stage of the funnel. It’s the second phase of video marketing when launching a new product or campaign. A product sizzle video piques your clients’ interests in your product whereas a product demo provides an in-depth tutorial video on how to use the product.
You can get technical and use specific terminology in the product demo. The people watching this video are the ones that will hopefully be using the product. For this reason, these viewers will often have more patience for a slightly longer, more in-depth video. Thus, the length of a product demo can can range from three minutes to 10 minutes, depending on the complexity of your product.
Ascend Data Services
This video promotes an Experian service. The content is very technical and covers step-by-step information about the linking services we provide between clients’ performance files and Experian data assets. The words used are more formal and technical and the overall tone is more serious and educational when compared to a product sizzle.
type 3 - campaign promo video
A campaign promo video is similar to a product sizzle in the sense that it stays on a high level, and the goal is to raise awareness. The difference is this type of video promotes a business effort or trend, rather than a product. A campaign promo video is a crucial piece within a campaign launch package. It accompanies other marketing materials, such as news releases, emails, websites and social media posts. It doesn’t go too in depth but simply announces the company’s new efforts and the reasons behind them. The length should be under two minutes.
Fraud and ID Campaign
The video talks about the big picture: what are the current stats on fraud problems, different types of fraud and how Experian can help safeguard your business in a dangerous world. It stays high level with a call to action at the end.
type 4 — Testimonial and case study
Testimonial and case study videos are powerful tools for companies looking to attract new clients and drive revenue. By using this type of video, a fresh point of view is presented and a personal element is added to your claim. A testimonial video humanizes your work and allows potential customers to better understand how your products and services solve real-world problems.
Experian Boost™ testimonial video
This video uses a collage of sound bites from Experian Boost™ users who saw their scores increase instantly.