There are six major types of videos that every business should consider incorporating into their marketing strategy. And while you can absolutely repurpose each of them into multiple videos to share on social media, these videos focus on high-impact, result driven storytelling that communicates what sets your brand apart and leaves a lasting impact on your target audience.
So, here are the six types of videos that will actually increase leads for your business.
1. Landing Page Video
A landing page video is a short video that appears on your website's landing page, most of the time in the form of a header video. Landing page videos provide a quick and engaging introduction to your business, and when they are done properly, they deliver exquisite results! I’ve had clients increase conversion rates on their landing page by up to 80% using an engaging landing page video.
Businesses that benefit most from landing page videos include startups, e-commerce businesses, and service-based businesses.
2. Testimonial Video
A testimonial video is a video that features real customers talking about their positive experiences with your business. This type of video is a powerful tool for building trust and credibility with your target audience. However, testimonial videos should be well-produced and showcase your satisfied customers in a positive light.
Testimonial videos are usually best placed on your website's About Us page, as they provide valuable social proof to your potential customers. They are high quality and have a branded feeling to them. This is not to be confused with UGC video, which is more casual, low production, and authentic.
3. Recruitment Video
A recruitment video is a video that showcases your company culture and working environment to potential employees. This type of video is best for businesses that want to attract top talent and build a strong company culture.
While this type of video may not be at the top of your mind, I’ve seen clients go years without finding high quality candidates and within a few weeks of sharing their recruitment video, they have a handful of well qualified candidates to pick from.
Because of this, if you see yourself hiring several people over the next few years, it’s something you should be looking into.
4. Explainer Video
An explainer video is a video that explains a product, service, or concept in a clear and concise way.
If you sell a product, an explainer video is typically something along the lines of, “How to Set Up ” or “How to Use.” If you offer a service, an explainer video is usually on the topic of, “What We Offer to Our Clients” or “After You Book, Here’s What You Can Expect From Us.”
Explainer videos go a long way to establish trust and provide clarity, and they test extremely well with consumers. In fact, 96% of people have watched an explainer video to learn more about a product or service.
While you may think you don’t need an explainer video, let me remind you that you are in the thick of it with your offer. You may think your product or service is self explanatory, but is it clear to a stranger? With the information on your website now, is it 100% clear to them exactly what they would be getting for their money and how the product/process works?
Not only do explainer videos go a long way as far as improving clarity on your offer (and making your prospect more likely to buy), but they also increase trust and brand awareness! Seeing a smiling face to explain your offer makes your audience feel connected to your business.
5. Social Media Video
I have a bit of a "hot take" (if you will) when it comes to videos on social media, and it's that I firmly believe most businesses are so focused on putting out videos on Instagram and TikTok that they completely overlook the fundamentals of video marketing that would have a much better impact on their sales.
Many entrepreneurs spend all their content creation time doing silly dances that have nothing to do with their brand, but if someone were to visit their website, they would be met with boring content that makes them click away within seconds.
There is a huge difference between videos that look pretty and videos that target your audience to take action, so as long as your content is consistent and engaging at every touch point (including your email list, website, product page, etc.), then social media videos can serve you well when it comes to lead generation.
Plenty of social media videos can lead you to amazing results generating leads for your business. Make sure your social media videos range in their purpose and style until you have enough data to determine which videos your specific audience relates to the most.
6. Mission Video
Mission videos are perfect for showing your target audience the vision and values behind your business. Customers are more likely to buy when they believe in your brand, so if you have a story to share about your business’ mission, you’re doing yourself a disservice by not sharing it.
Those are the six types of videos your brand needs to boost sales.
"But which video is most important?"
I know all the video types can be overwhelming, but which one will have the greatest impact for your business and goals really depends on your specific situation. That's why I created the free Magic Video Quiz where you can get personalized results about which video would benefit your business the most.
Which video sounds the most intriguing? Which one do you think would be the most valuable for your business? Comment below to let me know!
