Video Marketing

Three Types of Video Any Business Needs To Have

By
Adam Winograd
|
February 8, 2018
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Everyone is telling you to make more video content to promote your business, but exactly what kind of video content should you be producing?Knowing where to start can be daunting, to be sure. And you’re probably not ready for a Super Bowl ad yet. But with so many excellent options for making video content now available on Fiverr (and other places), there’s no reason not to start.

4 Powerful Reasons To Start Using Video Content

  • Video holds people’s attention better than text (visual content is processed faster by the brain)
  • Video increases trust and credibility behind your products/services, particularly when you show your customers (more on that, later). This leads to more sales.
  • Video increases your ranking in search results (Google’s algorithm considers the amount of time visitors stay on your site) and video content on your site obviously increases “dwell time” on your site.
  • Video is the medium that consumers spend the most time with today, and share most often (scroll through your social media feeds and consider what percentage of the content you see there is video based).

Knowing all this, here are three types of video that any business should consider creating as part of your ongoing content efforts:

1. Explainer Video (also called the "How It Works" or “Who We Are” video)

This is the bread and butter. Simply put, an explainer video is a short video that explains your business or service at a high level and in a compelling manner. As a general guideline, 60-90 seconds is best, and shorter when you can.They can be animated or live-action, but these days we recommend moving away from the overly formulaic premise of “Meet Bob, Bob has Problem X, Here’s Solution Y.” Those can make eyes glaze over.Explainer videos can help increase conversion rates (and thus sales) by clarifying what problem your products solves. A variety of tones can be used, from super serious to outlandish and weird; that all depends on your brand.

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2. Client/User Testimonial Video

It’s one thing to explain your product or service and say it’s great; it’s another thing entirely to hear it straight from the mouths of your customers. Testimonial videos are one of the best ways to build trust and credibility.You might already have a “Testimonials” section of your website with some nice text quotes or case studies. But transforming those words into a powerful video will bring a level of authenticity and immediacy that text can’t. They also allow for a more emotional connection to your business, since people naturally respond best to seeing faces and hearing real stories about products. As a note: this is not about hiring actors or random people to provide false endorsements. This is about shooting your actual customers talking about their business problems and how your product helped to solve them. This type of video content is also pretty affordable, since it doesn’t require actors or special effects to produce and can typically be shot in just a few hours.On average, testimonial videos can range from 30-90 seconds (on the longer end, when you combine multiple speakers in one video.) You can use the testimonial videos on your website, across social media, and even on the actual product purchase page itself to boost conversion.

3. Short Video Ad

So this one can be a combination of many other types of video (they may even be shortened versions of explainer videos or testimonials), but the purpose here is to GRAB ATTENTION, and fast. Short-form video ads typically run for 15 seconds or less (sometimes up to 30) and are designed to get one key message across as quickly as possible. So you can think of them as supplement or “lead-in” to your other marketing materials, driving the viewer to take action or learn more. That makes them perfect for sharing on social media, of course.Examples here include Vertical Videos (for Snapchat or Instagram Stories), Square Videos, YouTube Bumpers (6 second videos placed at the beginning or middle of other videos), and more. These videos need strong, easily digestible concepts and equally strong calls to action.

While not exhaustive, these three types of videos serve as a great foundational base for any business that wants to develop their video content library. Of course, there are many more “advanced” types of video content (Product Tutorials, Company Culture videos, Long-form content, etc) you can explore, but it would be hard to go wrong when you start with these.Let us know in the comments below if you’ve had success with any other types of video for your business.

Adam Winograd
Brand Marketing Manager at Fiverr. Adam is responsible for ideation and execution of integrated online and offline brand campaigns and activations, including sponsorships, partnerships, content experiences, and collaborations.
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