It’s hard to keep track of all the new video marketing trends, best practices, and news, and you can waste days trying to read everything on the web.
Creating a video is an exciting process. There’s always energy when forming an idea by combining some of the favorite examples you have seen. But deciding what kind of video to make can sometimes be the most overwhelming.
For instance, why send a long email when you could record a video voicemail? Do you make a long explainer video or two shorter one? You should eventually consider creating a video in each of these categories.
In this post I will describe 5 different types of evergreen content. Evergreen content is content that remains relevant to the reader or viewer for a long time, well past its publication date. True evergreen content can continue to resonate with someone months or years after it was written. You sometimes need to tweak your script to avoid terms such as “new feature” or references to upcoming dates/releases. Instead you focus on the wider objectives, goals, and benefits of the product or service.
I’ll cover 5 examples of videos you could make and why each may be beneficial:
1 Product videos
2 Explainer videos
3 Onboarding videos
4 Internal training videos
5 Testimonial videos
Product videos
Do you sell a product or service that isn’t easy to explain succinctly? Or maybe you’ve done enough research to know that including video on your product page increases visitors’ time on that page, and thus the likelihood that they might convert.
Product videos show your product’s features and benefits and demonstrate how it works, all while engaging your audience. They’re particularly beneficial for consumers who are in the awareness or consideration stages of the buyer’s journey and need a clear, comprehensive explanation of what you offer.
Explainer videos
Explainer videos are educational videos that teach your audience how to solve a problem. That problem could be related to using your product, or it could be a more tangential issue. But by the end of the video, your audience should be armed with the knowledge to take action based on the new skills they’ve learned while watching.
All of these factors make explainer videos perfect for ramping up content on your blog or even assisting a page in your support documentation. Why force people to write in with a common question about your product when you can explain it in a video that’s easily searchable? You’ll know your explainer video has really done its job when it results in fewer questions for your support team.
Onboarding videos
When a lead finally converts and becomes a customer, what’s the first impression they’ll have as a new member of your company’s family? How will you welcome them to make them feel right at home? And perhaps more than that, how will you make sure they understand everything there is to know about what you offer? Enter onboarding videos, in which customers are shown the ins and outs of all that your product has to offer them.
These videos help your customers start off on the right foot with your product. That’s why it’s crucial that you take extra time to polish the messaging to ensure they’re valuable and easy to understand.
Internal training videos
Everyone could use a helping hand sometimes. Especially new members of your team who are overwhelmed with information. Here’s where video’s special powers come into play.
By using video to take new employees through in-depth processes about how your product and company run, you can save time and stress (for both yourself and your new teammates). And what’s more, internal training videos are useful for all your employees, not just new hires.
Testimonial videos
People influence people. From Yelp reviews to Facebook comments, honest reviews can change our opinion of a product or convince us to buy. That’s what makes testimonial videos so valuable.
These videos can clearly show your leads the positive impact that your product has on real people. Hearing from customers’ voices and seeing a product in action is far more engaging than reading a paragraph. In the end, testimonial videos can be indispensable for winning over new customers.
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