The 3 types of video content: How to integrate video into your marketing strategy

If you’re not using video marketing as part of your marketing strategy, you’re the odd one out.

According to a study by Hubspot, 81% of businesses were using video at the start of 2018 as a marketing tool. This year, that number increased to 87%.

If there’s a play button, most people will click it. But how do you harness video for your business?

Common video marketing challenges

Despite the power of video marketing, it’s not an easy medium to tame.

Here’s some of the most common video marketing challenges:

• Budget. It’s easy to assume you can’t afford video marketing due to the time, production and subsequent editing required. The truth? Every business can afford it.
• Management buy-in. You know the business needs video marketing, but try as you might, you can’t convince the bosses to spend money or time on it.
• Talent. The mere mention of a camera entering the office sends everyone scarpering for the exit or suddenly making use of the holiday they’d reserved for a rainy day.
• Consistency. Producing any form of content marketing regularly isn’t easy, but video’s (unfair) reputation of being cumbersome results in far too many one-offs that are never repeated.

You may have experienced one or more of the challenges above, but there’s an answer, and it starts by understanding the three types of video you can use as a business.

Type 1: Go Hollywood

These are the videos you’re probably scared of producing because they are, unquestionably, rather more expensive to produce than your regular Instagram story.

Referred to as ‘A-level videos’ by Moz, these pieces are best used when you want to create a strong impression on the viewer. They work brilliantly for product videos, company overviews or commercials that you intend to place on TV or YouTube advertising spots.

You can’t make these videos alone. They need to be polished, well-produced and planned with military precision, and that calls for the services of a professional video production company.

Only approach videos of this nature if you have the budget, goal and audience to match.

Type 2: Planned, but imperfect

Most video marketing slots neatly into this category. It isn’t free to produce, but it’s an awful lot more affordable than the A-level content.

At this level, you still need to plan, but not to the nth degree. Also, and unlike the A-level videos, you’re best off avoiding scripts (bullet points will do) in order to give the videos a natural feel.

You’ll need to call on the services of someone who can produce good-looking video and audio and edit it in a way that tells the story effectively, but you won’t need a truck-load of kit and crew.

This form of videography can be produced relatively quickly, feature your own staff and customers and be shot at your premises. It’s perfect for case studies, educational content or team interviews.

What’s more, due to the lower cost, you’ll be able to produce content of this kind more consistently, either via a videographer or a recent graduate who’s looking to gain experience and portfolio work.

Type 3: Raw, spur-of-the-moment

You’ve got a smartphone in your pocket, right? Well, that’s all you need to create this form of video marketing.

Things happen every day at work that are worthy of your lens. A customer interaction, delivery of new office furniture or induction of a new team member are perfect for short, social media-friendly clips you can produce yourself.

We love this form of video content. It’s one of the best ways to add personality to your brand and produce content for your social media strategy that isn’t another share of an old blog post.

Just bear in mind that you still require good lighting and audio quality, so a lapel microphone and LED light or two will be worthwhile purchases that won’t break the bank.

Stay tuned

We’ve only brushed the surface above; stay tuned for more advice on how to use the above forms of video content in your marketing strategy.