CHOOSE YOUR TYPE OF VIDEO
What are leadership and how-to videos and why use it?
An explainer video (also known as a homepage video, overview video or conversion video) is designed to explain your company, product, service or subject in a way that your audience can understand in two minutes or less.
Most explainer videos cover four key points: the problem, the solution, the features and benefits, and how the solution works.
The key to a solid explainer video is keeping it short and engaging, while still conveying the right information.
No matter what you’re explaining, an explainer video should leave your viewers with a clear understanding of what you do and a desire to take the next step.
When and how should I use an explainer video?
How do you measure success for an explainer video?
Explainer videos are typically used towards the top of the funnel (consideration phase).
They’re most useful when a potential customer is aware of their problem/need and starting to look at potential solutions.
Places to put your explainer video: homepages, product or service pages, newsletters, trade shows, and sales meetings.
The success or failure of your explainer video should hinge on more than just view count.
While views are great, they don’t tell the whole story.
You should also be looking at engagement (how much of the video do viewers actually watch?) and conversions (do viewers take the desired action after watching the video?).
Like any marketing effort, we recommend having goals and a way to track them in place before you start
CUSTOMER VIDEO TESTIMONIAL
What are customer testimonial videos and why use them?
Customer testimonial videos (a.k.a. customer story videos or case study videos) are a way to let your customers do the talking for you.
Putting your most successful, happy, or unique customers on screen is a powerful way to attach a real-life narrative to your product or service.
Customer stories typically feature one or more customers talking testimonial-style about how your company has made a positive impact on their life or business.
The most valuable part of a customer story video is the getting your customers to vocalize the problem they were faced with and how your company provided a solution.
Along with interview footage, this type of video is typically packed with lifestyle shots (known in the biz as b-roll) of your customer using your product or service in their own environment.
When and how should I use customer testimonial video?
How do you measure success for customer testimonial videos?
Customer testimonials can pack a visual punch just below the fold on your homepage, or on a dedicated customer page.
After your prospective customers have spent some time learning about what you do, serving up this kind of content can help ease any lingering concerns and reassure them with some third-party social proof before they make a buying decision.
Measuring success for a customer story video is best found by looking at the viewer engagement numbers and whether people stuck around to hear out your customers.
You also want to look at conversions. Are people making an appointment after watching your customer story video?
Tools like Wistia integrate with Salesforce and Hubspot, and can help you see who’s watching what.
PRODUCT DEMO VIDEO
What are product demo videos and why use them?
Product demo videos can explain complex abstract information for your customer.
Showcasing how your product works to make it understandable for your customer is a great way, to see if your product is their solution.
Product demo videos typically feature an employee talking about how a product works. To make it visually in most cases this can be done with screen recording, animation or live demonstration.
When and how should I use a product demo video?
Product demo videos can be shown best on the product page or during an online sales demo.
After your prospective customers have spent some time learning about what you do, serving up this kind of content can help ease any lingering concerns before they make a buying decision.
How do you measure success for product demo video?
Measuring success for a product demo video is best found by looking at the viewer engagement numbers and if people are making an appointment after watching your customer story video.