Are you planning to allocate a budget for video? Whether it’s a one-time-only production to reach thousands of people or a long-term, large-scale project targeting hundreds of thousands of people, investment in video is generally hard to assess and approve. That’s because video usually don’t result in direct response.

Your video project will probably be positioned in the middle or at the top of the funnel event, so it’s hard to prove its return on investment. Regardless of how enthusiastic your team is about the video and how much it is stressed in the digital media circles that video is the new wonder-strategy, you need to speak explicitly so as to determine what kind of videos to consider under different circumstances.

Now, let’s put aside the exaggerations and take a look at significant video types for marketing.


Brand story telling: Video is the perfect media for telling the brand story on your website or social media channels. Whether you’re talking about the value or roots of the brand, video brings your viewers into the story right away and offers a richer and more emphasized experience than all the other medias.

Commentary: When was the last time you visited a homepage didn’t see a video. In 2008. Once, videos used to be featured only to explain complex products or solutions. Whereas today, they are used to provide a general two-minute or -less explanation and include you in the value offer assessment.

Top of the funnel

Advertisement: Many companies strive to boost the traffic going to their publicity articles and videos by advertising on Facebook, LinkedIn and YouTube. Though this is not solely for marketing purposes. You can use these supports to enhance the scope you reach in marketing.

Special landing pages: Just like the commentary videos on the homepage, landing pages featuring an exclusive video are highly targeted alternatives since they function as the response to your invitation (call to action). You can produce hundreds and even thousands of versions of a video by using cloud-base cheap tools. Why go through all that trouble? According to Unbounce, featuring a video on the landing page can increase the turnover rate up 80 percent.

SEO: You can use a video to highlight the crucial points of a closed introduction article and improve its scope and search engine listing. Video SEO can be divided into two types:

You will achieve maximum scope and viewing by producing a video and uploading it on YouTube with an open-for-all status. As a result, your the video itself increases your search engine ranking because of the high ranking Google gives to YouTube. Meanwhile, the call to action in your video tries to increase the traffic that goes to the introduction on your website. However, due to the incredible ranking and scope of YouTube, your potential customers may be distracted and get caught up with other YouTube videos instead of answering your call to action.

Hosting the video on your own website, rather than YouTube and other places.You can hos the video yourself or get assistance from a third party website specializing in self-hosting simulations. The video and the supporting article will help raise the page’s ranking and the traffic created by the video will probably keep the traffic on your website. It’s possible to monitor both approaches at the same time; however, it’s best to have some difference between the videos in that case.

Middle of the funnel

Educational content: Whether it features a functional guide or an opinion leader, educational content is essential in marketing. So, why use the video? It promises a short “sit back and watch” pleasure. The videos can be featured in your blog, education and resource centers, or as a preview next to the closed content.

Email: You’re probably doing regular email communication with your customers or potential customers. A Brainshark study demonstrates that adding a video in these emails increases the ratios for email reading and link-clicking both.

Bottom of the funnel

About us: Most people think that the activities at the bottom of the funnel are related to product specifications, price and so on. However, consumers that look for an expensive product or long-term service relationship in the market are interested in the “who,” as well as in the “what” and “how much.” If two providers are close to each other in terms of characteristics and price, most of the time, the deciding factor is the perception of the company’s trustworthiness and dedication to service. And the video is the just the thing to convey your values or personify your company’s image.

Time-sensitive Promotions: You cut prices to attract potential customers or those that are inclined buy from you. So, why not use a video for a simple and number-oriented matter such as price promotion? A typical consumer receives more than 10 promotional email each day. And, your price promotion will useless unless it is seen. But, a video will help increase the email reading ratio. Also, the richer the content of your featured videos with music, sound effects, sound recordings, and so on, the more your promotion stands out.

PR and external communication

Fast replies to hot topics: An article is the easiest media to produce and manage. Once a statement is finished up and approved, the only thing left is copy and paste. But, what’s the hidden cost of “leaving the readers by themselves”? Video makes is possible for you to put together words with a tone, control the viewers pace within the content, and direct their attention to the area you wish to emphasize.

Regular performance updates: Numbers look good on a table; however, most readers get suffocated with the raw and visual data both. Our natural reaction is to pass on once we establish a downward or upward trend in them. Video lets you to manage every stage of content consumption, including its speed.