How to Choose a Video Type to Ensure the Best Conversion Rates

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How to Choose a Video Type to Ensure the Best Conversion Rates

Video Type To Ensure Best Conversion Rates

To say that video is an effective means of marketing would be a little bit like stating the obvious. From traditional media like television, which basically runs on advertisements, to internet-based devices like your smartphone and computers, where a large swath of websites use video content to lure customers in, video is quite literally everywhere. And this widespread growth of video is expected to continue unabated in the years to come as well.

Cisco Visual Networking Index has some interesting statistics regarding the growth of video –

It would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2020. Every second, nearly a million minutes of video content will cross the network by 2020. Globally, IP video traffic will be 82 percent of all consumer Internet traffic by 2020, up from 70 percent in 2015. Global IP video traffic will grow threefold from 2015 to 2020, a CAGR of 26 percent. Internet video traffic will grow fourfold from 2015 to 2020, a CAGR of 31 percent.”

Staggering, isn’t it?

That is, however, a holistic view of video growth. But what about a marketer’s perspective? Well, this Axonn Media survey sheds some light on that. Here are some of the highlights from the results of the survey –

  • More than two-thirds of companies now use video in their content marketing strategies
  • 78% of the organizations surveyed say that they are planning to use more video content in the future

The study also touched upon some interesting findings about the video consumer and their habits –

  • 7 in 10 people said their perception of a brand was positively altered after seeing interesting video content
  • A massive 75% of people now share video content, and usually do so using social media platforms such as Twitter and Facebook
  • Almost 1 in 5 people are watching daily videos that are to do with their work

How to decide which type of video is best-suited for your business?

While video is undoubtedly the way to go, the kind of video to make is an entirely different consideration. After all, while videos are effective in general, the kind of video you make has to match your objective for your product.

With that in mind, here are the different types of commercial videos that you can upload, along their individual benefits:

1. Commercials

Typically a shorter form of video content, commercials are a great platform to highlight key features of your product whose basic functionality is well known. So products such as fast moving consumer goods, electronics, automobiles and more can be perfectly introduced to potential consumers through commercials, with the video highlight the crucial USPs of your products in particular, without going into detail about what that type of product accomplishes in general. For example, a car commercial can highlight the vehicle’s power figures, fuel efficiency, and other unique features, but need not explain what a car is and why they are useful. On the flip side, a short commercial isn’t the ideal platform to showcase a brand new product idea, the likes of which no one has seen before, because explaining said product and its benefits would take a little more time, and a different stylistic approach.

2. Digital explainer videos

Explainer videos are the way to go for products that the audience may not be too familiar with. These videos are slightly longer than commercials, and delve into a little bit more detail regarding the product, how it works, and why it would make sense for the consumer to buy it. With easy steps and a typically chronological approach to explaining how to use the product, explainers are a great way to introduce never seen before products to their intended target market, and provide clarity on both how to use these products, and why they should be bought.

3. Corporate films

If you want to showcase your brand’s values to customers, and try to convince them to put their faith in you and your products, then corporate films are the way to go. These long-form videos deep dive into your competencies, areas of expertise, and any honours that may have been bestowed upon the brand in the past. Corporate films are like a window into the inner workings of a company, shedding a positive light on the qualities and attributes that your company brings to the table. Take a look at our corporate video portfolio. Our latest work – a corporate film for Atlas Copco – is the perfect example of what kind of message can be put forth through a competent corporate video.

4. Animation

It isn’t just 2D or even 3D animations that are used to enhance a product’s image, something as simple as a dynamic brand logo also requires a certain amount of animation. Sometimes, animations are the right way to go to showcase your product’s capabilities, especially when it is slightly technical in nature, and needs to be simplified for viewers. Animations allow you to show rather than tell the viewer how things work, like the inside of a SSD hard disk, or an anti-lock braking system or even the steps to take to use a complex app. Explainers, tutorials and regular commercials can all be approached via animation to create an interesting, unique, and easy to consume video.

If you know what kind of video you want to make for your business, product or service, explore Toolbox Studio’s services or contact us and we’ll show you how we can craft a video for you in the best possible way to spread the word and boost those conversion rates. And if you are still confused about which route to take, talk to one our experts to understand what type of video best suits your needs.

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