Category Archives: Big Tips

With its vast user base and impressive range of targeting options, it’s hardly surprising that brands turn to Facebook when looking to promote their products and services. As of June 30, 2022, Facebook received 2.93 billion monthly active users, making it the world’s most frequently visited social media platform, followed by YouTube, WhatsApp and Instagram.

There are a number of ad formats that you can use on Facebook, from image ads and instant experience ads to carousel ads and video ads. Facebook video ads are a fun, cost-effective way to inspire action from your prospects: a study conducted by Databox has shown that video ads outperform image ads in terms of driving engagement and conversions on Facebook.

Let’s take a look at how to create video ads for Facebook that attract leads and add a little buzz to your brand.

Identify an appropriate objective

There are 11 ad campaign objectives that you can choose from for your video ads; these include app installs (selected below), catalogue sales and store visits.

Facebook recommends that you use the Brand Awareness objective if you would like to show your video to the people who are most likely to remember it, and that you use the Video Views objective if you want to show your video to as many people as possible.

Start the process of creating your Facebook video ad by thinking carefully about what you want your video to accomplish. Bear in mind that your choice of objective will determine the placements that will be available for your video ad. 

We recommend that you start by using Facebook’s automatic placement setting; this will display your video across all of the available placements. Once you have sufficient data, you may decide to make a manual adjustment based on which placements, i.e. the News Feed, In-stream video, Instant Articles, etc. are driving the best results.

Optimise your Facebook video ads for mobile

You’d be mad not to make video ads with the mighty mobile in mind. 98.5% of users choose to access Facebook via mobile, and critically, 81.8% only access Facebook via their mobile devices. Unfortunately, this makes things a little trickier: Facebook data has revealed that people spend, on average, just 1.7 seconds with a piece of content that appears on their news feeds on mobile, compared to 2.5 seconds on desktop. 

It is recommended, therefore, that you aim for a video length of 15 seconds or less. Video ads of this duration are more likely to hold people’s attention, and they are also eligible to appear in Facebook in-stream placements and Instagram Stories.

Include the most compelling part of your video within the first three seconds, and try to showcase either your brand or product within the first five. This may sound like a tall order, but you’d be surprised by just how much information you can convey to your viewers if you put your mind to it.

We also advise that you opt for a vertical (4:5) or square (1:1) aspect ratio, given that people tend to hold their phones vertically. The 4:5 vertical video ad format is the sweet spot here, as it works well on both Facebook and Instagram.

Our FB ads for Mackies are a good example of how eye-catching imagery and prominent branding (delivered in a square format, no less) can help increase brand awareness.

Finally, convey the key pieces of dialogue with subtitles; mobile users often choose to watch video with the sound off, and they prefer to watch videos that include captions.

Use Facebook’s hyper-specific targeting tools

Facebook aims to display ads that are relevant to its users, as they benefit from receiving content that is tailored to their hobbies and interests. Advertisers also stand to benefit enormously by using Facebook’s ad targeting settings.

Before you start creating target audiences, put together some buyer personas based on what you already know about your existing customers. How old are they? Are they predominantly male or female? What do they enjoy doing in their free time?

You can then start to identify your audience segments. Whilst age and gender are important, you will achieve the best results if you target users based on interests that are relevant to your brand. And there are thousands of interests to choose from!

The targeting strategy that you adopt should relate to the objective that you identified at the outset. Displaying your videos to a broad audience often works best for brand awareness campaigns, as opposed to conversion-oriented ads. 

You should be more specific, however, if you wish to drive conversions. With layered targeting, you can direct your video ads at specific demographic, e.g. male, aged 45-65, married with children, etc. and psychographic segments, e.g. enjoys classical music, watches Test cricket and supports the monarchy.

Opting for granular targeting will mean that your Facebook video ads are shown to the sorts of people who will be most interested in what you have to offer – which means better results and lower costs.

Remember to include a CTA button

As a final word of advice, always include a call-to-action button alongside your Facebook video ad. 

The call-to-action that you choose should align with the objective of your campaign, whether it is to encourage people to learn more or shop now.

You’re now ready to create Facebook video ads

We hope that this has provided you with plenty of inspiration – or at the very least, food for thought – with regard to making effective Facebook video ads.

Find out more about eCommerce video ads and how you can use video in your social media ads today.

Small Films is a video production company in London. Our team of videographers, editors and animators create all sorts of videos, including awesome product videos, testimonial videos, explainer videos and animations that can help bring your brand to life. Do get in touch; we’d love to hear from you!

Ecommerce video ads are becoming increasingly important for brands to connect with their target audience. A written product description alone doesn’t quite cut it anymore, with shoppers wanting a more immersive experience. Plus, an eCommerce video can be so much more than a product guide – it provides the chance to showcase your brand. In this Small Films guide, we’re diving deeper into eCommerce video ads, looking at how they work and the benefits they bring your business.

What is an eCommerce video?

Like any other form of video advertising, an eCommerce video highlights your store’s products and features. It might come in the form of a product video listed on the products page, both on your website and on third-party sites like Amazon. 

An eCommerce video can also be a:

• Customer testimonial
• Product demonstration
• Unboxing video
• Brand-led story
• Ecommerce animation video

Essentially, videos for eCommerce products aim to engage audiences and help them make a buying decision. They compliment any copy and image-led ads selling products and services.  

Why should I use eCommerce videos? 

Digital advertising has evolved at a rapid pace. Faster internet connections mean people can download a video in seconds and watch live streams without any buffering. Consequently, video content has become more in demand on the web, and brands are taking notice. 

Currently, people online spend 100 minutes per day watching videos. And by the end of the year, 82% of all traffic on the web is expected to be in video form. In today’s market, brands need to implement video content, especially in the world of eCommerce, which is hyper-competitive.

Without a video strategy, businesses risk being left behind. Ads with static and visual text are no longer enough to convince customers to part with their money for products. Hence, many merchants now use video to strike a chord with shoppers. 

Where can I use eCommerce video ads?

The most obvious place to use eCommerce videos is on your website. After all, if you’re an eCommerce brand, you’ll most likely have a website selling products and services to shoppers directly. 

But you shouldn’t rely solely on the website to host eCommerce videos and increase business.

Other platforms where eCommerce videos can thrive include:

Social media

Whether it’s Facebook video ads or organic posts on social feeds, social media can help increase awareness and attract more customers. It’s a great platform to showcase products and services, and many of today’s eCommerce brands use Facebook, Instagram, Twitter and TikTok to sell their items. 

Amazon

Amazon is the world’s largest eCommerce platform, with many brands selling their products there. You can use Amazon Video Ads, which sit on your products page or are promoted on the search page, to engage customers and give them a more detailed overview of the products offered. 

YouTube

One of the most obvious places to host your eCommerce video ads is on YouTube. It’s the largest video search engine online. Create a business page and host eCommerce videos with a link to the product page on your website. 

What are the effects of using eCommerce videos?

Along with the selling benefits, eCommerce videos can help brands in other ways, including:

• SEO improvement – search engines love videos on websites because they’re easy to consume. Therefore, having an eCommerce video can make you more visible in Google, Yahoo and Bing search engines

• Increase clicks – more people are likely to watch a video, meaning an increasing number of customers can end up looking at your product pages and interacting with the videos
  
• They stay in people’s minds – 80% of internet users remember videos they watch online, which is a higher percentage than written copy and static images

These benefits ultimately lead to more customer product interactions and an uptick in sales. They can also help raise the order value, leading to a bigger average order size at checkout. 

Final words: understanding eCommerce videos

Now that you have a clearer indication of what eCommerce video ads are and how they can help the business, you can create them with more confidence, either in-house or by hiring a specialised eCommerce video company to film for you. Whichever route you take, there’s no underestimating the importance of eCommerce videos and what they can do for your sales.

Get in touch with Small Films

If you’d like support with an eCommerce video from a video production company, then do get in touch with one of the team – we’d love to help. 

Customer testimonial videos are an amazingly successful marketing asset for your company. Done well, they can win over the trust of your audience and convert up to 40% more leads. But what makes a high-converting customer testimonial video? Our experts over at the Small Films HQ have compiled their ultimate guide to creating a compelling testimonial video.  

What is a testimonial video?

Let’s kick off with the basics; what is a testimonial video? A testimonial video is your customer (or employee) on camera talking about working with your business. They talk about life before your product, why they chose to work with you, what life is like afterwards and why they would recommend you. Video testimonials tend to be more in-depth than written testimonials, and as they feature your customer on camera, they’re a great trust builder.  

Video testimonials close deals faster

92% of consumers read online reviews and testimonials
when considering a purchase. (Vendasta)

Customer testimonials have the highest
effectiveness rating for content marketing at 89%. (Social Fresh)

9 out of 10 people say they trust what a customer says
about a business more than what that business says about itself. (Wyzowl)

Why should you use customer testimonial videos?

At Small Films, we believe that customer testimonial videos are like word of mouth on steroids. Your customers will always be able to sell your services better than you ever could. That’s because they’re real people talking about the success of your service/product. Therefore, they will always win you more leads and close more deals.

I bet you’ve already got written testimonials from happy customers that are probably buried somewhere on your website, or they sneak into your quotes and proposals as an afterthought. Unlike text, video is much more eye-catching. It helps to engage the viewer far better as you can tell a story. Plus, it can’t be faked like written reviews.

Customer testimonial videos can be leveraged in so many ways, from working as a sales and marketing tool on your website to your social media, email and even paid ads. 

How to film your customer testimonial video

Once you have an idea of which customer you’re filming and the questions you’re going to ask, you’ll need to think about how you will film the video. The interview should always be the primary focus, but it’s worth including other shots (such as the product/service/office etc.) to help bring everything to life and add another layer to the content on screen.

It’s always a good idea to create an extended version that can be used as a case study, plus shorter edits that can be used across your social media channels. Always remember to keep it authentic. Make sure you’re using genuine customers who are keen to highlight their positive experiences with your brand, plus try to add examples of results that help to add weight to your video. 

You want customers to express their positive opinions, explaining how you helped them solve their pain points on camera. Try to get them to talk about the “how”, where they paint a picture of the challenges they had before your company’s support and then have them explain how it has been better since they used your product/services. 

How do you film a good testimonial video (our top tips)

• Decide on the style and format before you start filming?
• Prepare your questions in advance (send to your customer before the shoot)
• Do a warm-up run through with your customer
• Choose a good backdrop (such as yours or your client’s offices)
• Ensure there is good lighting
• Choose high-quality camera kit
• Use branding effectively in the backdrop

How to ask your customers for video testimonials

It might feel like a tough gig to ask a customer for a video testimonial. Will they say no? What if they didn’t think the service/product was worthy of a review? Therefore, we’ve pulled together the below considerations to help maximise a positive response from your customer. 

• Choose candidates for your video testimonial that are familiar with your business.
• The longer they’ve used your brand, the more likely they’ll be an advocate
• Provide previous examples, if possible, so they know what to expect
• Consider approaching via email, allowing them time to think about the offer
• Be completely transparent (what’s required from them, expected end result and timings)

Testimonial videos – should you script them?

At Small Films, we always recommend not having a strict script for your testimonial video. This is because you want your customer to look as natural as possible on camera. If they were to read out a pre-rehearsed answer, it might come across as robotic and uncredible. However, it is beneficial to script the questions you will ask and share these with your customer prior to the interview. This will help to maximise the amount of content you’re able to gather during the session. 

Adding in a call-to-action to your testimonial video 

It can be easy to spend time and money on a customer testimonial video but forget about the action you want a user to take after viewing it. Choose a CTA that fits the page/place where the video is hosted and where the user is on their journey. If the testimonial video highlights the exceptional support of your virtual assistant services, consider having the CTA as ‘virtual assistant fees’. If the testimonial video highlights the performance of a product, the CTA can be to ‘buy the product’. 

How long should a video testimonial be?

Shorter is always best when it comes to testimonial videos. Aim for 45 seconds with a max of 1 ½ minutes. Pack a punch in the first few seconds of the video, so users don’t switch off. 

What should be in a testimonial video?

What should be in a testimonial video is very dependent on the service your company offers. You might be a university filming a student testimonial video, a large corporate filming an employee or a tech company filming a customer. Each style of video will have different objectives and therefore require different elements to be covered. If you’d like help with the questions to ask in your testimonial video, then check out our list below.  

Customer testimonial video questions to ask

So you’ve got customers onside and ready to tell the world about your brand. That’s great! But there’s still a little way to go. The last thing you want to do is press record and have them (possibly) waffle on. Instead, you want to create a tightly-knit video that hits all the main points to make your brand stand out.

Therefore, you need to be ready with the right questions to ask. Think about the problems you’re trying to solve with your products or service and what it was about the experience with your brand that made it stand out for the customer.

Also, think about what made them happiest about using your company. Was there a particular thing that you did, or was it the overall experience? By getting customers to answer these questions, you can paint a picture of your brand and give the audience more insight into your company.  Think also about the picture you’re trying to paint to new leads and what it is that you’d like new customers to know. 

The questions you ask your customer need to relate to their experience and your product/service directly, but here are some guide questions which can be edited to fit your company better. 

• Tell us in a couple of sentences what you do
• In your role why is our product/service valuable?
• What made our product/service stand out?
• How did you discover our brand/company?
• What was the challenge you were looking to solve with our product/service?
• How long have you been using our product/service?
• What have you enjoyed most about working with our company?
• What have you been able to achieve since using our service/product?
• How has your business improved since using our product/service?
• Do you have an example of how our company went that extra mile?
• In one word, describe your experience working with us.

Employee testimonial video questions

• What is your role at xyz company?
• Tell us about a typical day working for xyz company
• What do you most look forward to when coming to work
• What stands out for you about the culture at xyz?
• How long have you been working with us?
• How would you describe the team at xyz?
• What is one of the most interesting projects you have worked on?
• Where in the world have you travelled to you in your role?
• How does your job at xyz compare to previous jobs you’ve had?
• What one word would you use to describe us?

Customer testimonial video examples

At Small Films, we’re well versed in shooting customer testimonial videos. Here is a snapshot of our favourites. 

Freshbooks

ToucanTech

Direct Agents

Infabode 

Quantock 

Fox Restaurant Concepts

Moulsford School 

HubSpot

In-house or using external testimonial video services?

The filming and editing of a testimonial video can differentiate between a high-performing piece of content and one that misses the mark. If your company is experienced in video, you may want to keep it in-house. However, if you don’t have the right talent, we recommend turning to a video production company that specialises in customer testimonial videos. 

Whilst producing the film in-house will likely always be cheaper, you want to make sure you’re showcasing your company in its best light. Aim to choose a video production company that has a back catalogue of testimonial videos under its belt. This will mean you can hit the ground running and have the best chance of creating a high-converting video. 

A round-up of our top testimonial video tips

1: Choose the right customers
2: Choose the right case study
3: Script it but don’t script it.
4: Nail your storytelling
5: Choose the right location
6: Set dress the back of the shot
7: Coach a good performance
8: Keep it short
9: Use motion graphics
10: Include a call to action
11: Leverage your customer testimonial videos effectively

Why use Small Films, a testimonial video company?

At Small Films, we’re a team of videographers, editors and animators who have helped hundreds of brands create fantastic content. As a leading video production company in London, we develop the best creative video ideas for our clients and then deliver them to the highest quality. We know what works and what doesn’t. And because we also put a considerable focus on strategic video marketing, we always make sure all the content we create will do the job it was meant to. If you’d like support with your testimonial video project, then do drop the team a note. 

When setting out to create a video, it might feel difficult to decide whether to use a video production company or do it yourself. But choosing experts, with the right kit and an understanding of storytelling is a great way to ensure your video hits the mark. But if you’re still struggling to decide, we’ve picked out our six reasons to hire a video production company.  

They have highly-skilled editors and animators

Video production isn’t something you learn overnight. Instead, top editors and animators will have had years of experience honing their skills across a variety of projects. They’ll likely have creativity, attention to detail, and the ability to use sophisticated video editing software. A well-edited video can be the difference between a sale and a customer bouncing, so it’s always worth investing in experienced skillsets.

They have access to the top camera kit

A significant benefit of using a video production company is access to top-quality camera kit. Whilst smartphones can shoot high-quality footage, they’ll never match the standard of a professional video camera. A video production company will also have different types of kit dependent on the project, so you’ll always have the best camera for the job.   

>> Read our Blog: Local vs Video Production Company in London. Which is Best?

They have expert knowledge of lighting and sound

Quality lighting and sound is integral to good content. Each project will always differ in the lighting they require, and an experienced video production company will know which kit to use. Sound is a key element when filming. You don’t want to pick up the overwhelming background noise or have muffled audio. A video production company will know exactly how to get the best sound quality for your video content. 

They know how to create an engaging story

When looking to deliver your film it’s mega important that it has a beginning, middle and end. You want your viewers to be engaged throughout, and so this requires storytelling techniques. A video production company will be able to help you distil your brand/product story into a short video and help you tell that all-important story. 

They understand how to script and storyboard

When working with a video production company, they’ll take you through a process that ensures you end up with a great final piece of content. This will include scripting and storyboarding. A good agency will usually have access to copywriters to help you create a stand-out script. Plus they’ll storyboard the film which will help you plan and organise the content. A great way to see the big picture before you start filming. 

Your video is more likely to convert

Whilst it might feel like a big outlay to pay for a video production company, you should reap the returns. If the video is better quality, has the right storytelling techniques and a clear call to action it’s likely to help you convert better. A well-produced video can be the difference between making a sale or not and so we’d always recommend using the experts to help you  

Small Films is a video production company in London. We’ve created films for brands including Aldi, Co-op and Rex London, and work all across the UK on explainer videos, product videos, brand films and branded content. If you’d like to chat with the team, then do drop us a line

Direct-to-consumer brands haven’t had it easy over the last couple of years. Results from advertising are down because of the iOS update and Facebook phasing out cookies. As a result, advertisers have limited campaign functions and find it harder to measure success. It essentially means that brands need to get more creative with direct-to-consumer marketing. One way to do that involves using video, so the Small Films team has dedicated this guide to how you can boost DTC advertising campaigns with video content. 

Why video?

Video has become an increasingly popular method for connecting with audiences. More than 80% of online traffic is video content, and many customers now expect companies to provide video content, be it product reviews or brand messages. 

But making a video isn’t enough –  the quality of the creative is vital for improving the efficacy of advertising campaigns. A well-presented video can differentiate between selling a product or service and missing out altogether.  

Here are five tips to boost your advertising campaigns with video…

1) Product demo videos

Product demo videos are nothing particularly groundbreaking, but they can be difference-makers when done right. Video is the ideal type of content to inform users about your product during ad campaigns. It’s more immersive than descriptive text, and it provides tutorials on how to use the product while revealing what makes your offering different from competitors. 

Product demo videos don’t always need a simple presentation to camera, either. You can have some fun with them and add a bit of flair. That’s what backpacking company Kelty did, showing users how to set up its side table in an informative yet lighthearted way while also incorporating music.

2) Animated explainer videos

Animations and illustrations are usually big wins for brands. These videos often take complicated messages and explain them with vibrant videos that are short and engaging. This can be ideal for fast-moving audiences with low attention spans (which is basically most of the internet). 

Brands of all sizes use animated videos, with McDonald’s recently showcasing its creativity for a new app via live animation. The colours are draped in the classic red yellow, the messaging is simple, and the animations look sleek. Plus, the whole video is barely 90 seconds. 

https://www.youtube.com/watch?v=KqSjX3_Wh-E&t=20s

3) Tell a story

The aim might be to sell products, but building a connection to gain your audience’s trust is equally important. Good storytelling is part and parcel of every successful business as it can strike the right chord with audiences. Using video to tell your story allows you to be more expressive and hit the right emotional tones to create a piece of content that engages audiences and gets them eager to know more about your brand. 

Warby Parker used video for better brand storytelling with its employee interactions. The American retailer filmed a video asking them about their least favourite words to get customers a deeper connection with the Warby Parker employees. It’s simple yet does the trick of getting shoppers to feel more comfortable connecting with the people behind the brand. 

4) Customer testimonial videos

Nothing promotes your brand like word of mouth. And while reviews on Google and Trustpilot have their place, video offers a deeper level of interaction. Customer testimonials can take on many forms, whether it’s everyday people impressed with your product or influencer reviews sharing the testimonial with their followers. 

The best customer testimonial videos go that extra mile, such as this one from Tesla. The electric car company did something a little different, forgoing the typical straight-to-camera piece and filming a cinematic testimonial capturing the brand’s vibe while showcasing the quality of its cars. This testimonial does more than simply show a happy customer; it encapsulates his day-to-day life, where he lives and how a Tesla car fits with his ethos.

5) Informative videos

Again, selling might be the primary goal, but there are more subtle ways to drive revenue. Smart brands don’t just film product videos; they make content about topics related to their products and services. To illustrate, a travel brand might create a video about the best places to visit, while a company selling cooking equipment may decide to conjure up recipe videos. 

This type of content increases your brand’s exposure and highlights you as a thought leader in your industry. In turn, you build trust with customers who feel more comfortable purchasing from your company. Mojo Travels took this approach, creating a top 10 list of the most beautiful and relaxing destinations on earth, giving viewers informative information instead of going for a direct sale.

Final words: Supercharging your campaigns with video

With high-quality videos, you can give your ad campaigns a different dynamic, whether it’s a product video, customer testimonial or anything else that captures their attention. Video is the way forward for direct-to-consumer brands, and you can add flair to your advertising campaigns, generate more interest and increase sales. 

Small Films is a video production company in London, Hackney. We love working with a wide range of brands, from Aldi to Nextbase, creating video content that makes them stand out. If you’d like to chat to the team about using video to boost your DTC ad campaign or another video project, we’d love to hear from you. 

If you want to outsource video content for your business, there are two primary options on the table: a videographer and a video production team. But which one should you use? That’s the purpose of this guide, which looks at the differences between a videographer and a video production company to see which one is the best option for your video content needs. 

Videographer vs. Video Production Company – What is the difference?

Videographer 

A videographer is typically classed as a freelancer. They may specialise in one type of filming but can often adapt to different niches, be it weddings, corporate functions or even basic training videos. You can expect a videographer to capture the raw footage, and they’re more likely to film solo – though they may bring other videographers and editors into the frame for larger projects. This, of course, would be included in the cost. However, more often than not, a videographer works alone and handles all aspects of filming. 

Video production company

A video production company is more professional than a videographer, with several team members and specialists in specific roles. You’ll likely find a director, editors, scriptwriters and people ready to source locations for video shoots. A video production company films all types of content, such as films for businesses like video explainers, commercials and PR stunts. They will handle the editing side of video production, ensuring everything happens in-house. Some video production companies may have a resource of freelance videographers, though most of the team works directly for the company. 

Pros of a video production company

Video production companies save you time and effort as they take on the entire project and are set up to handle small and large projects. They have the expertise and therefore can advise you in the right areas, drawing on their previous experience and resources. Alongside having the technical skills needed, employees at video production companies are storytellers and know what’s needed to find the best angle out of a piece of content. Having access to a team means there are professionals working on all aspects, such as planning, lighting, sound etc. With a video production company, you can expect the latest equipment and all the tools necessary to create a high-level piece of video content. 

Pros of a videographer

Many freelancers are professional and can have the same skills as employees at video production companies. The best ones also have a body of work they can show you. A freelance videographer tends to be cheaper than a video production company, as they require fewer resources in terms of team and equipment. 

Cons of a video production company

For many, the cost of a video production company might put them off hiring. Not all projects are expensive, but they tend to cost more than using a freelancer. There’s a possibility for higher turnover at a video production company than working with one freelancer. If you hire them for several projects, you may find that the team isn’t always the same. 

Cons of a videographer 

A videographer doesn’t offer the same professional level as a video production company. They may also find it harder to deal with the scope of larger projects, as they tend to work alone. You also don’t get the same guarantee with a videographer as you would with a video production company – you should always be sure to check any potential videographer’s credentials and look at past work they’ve completed. More amateur freelancers may not even have contracts, which means you would essentially need to draft one on your end. Finally, it’s unlikely that a videographer will have access to the same high-end equipment as a video production company. 

Summary: Choosing the right option for your business 

There’s no right or wrong answer when choosing between a videographer and a video production company. Essentially it comes down to the size and scope of the project and what you need personally. However, there’s a higher expectation that you’ll receive a polished finished product when going down the route of using a company. Before you make a decision, speak to both a videographer and video production company to get a better idea of how they work and if they can match expectations for your businesses’ next marketing video.

If you’d like support from a video production company in London for your next project, then do give the Small Films team a shout, as we’d love to help. 

Video is becoming an increasingly important asset for brands who want to get their message out there. Platforms like YouTube have made it increasingly easier to create video content, and 86% of businesses now use video marketing. But what about the other 14%? This guide offers you all the Small Films handy tips for video marketing.

What is video marketing?

Video marketing uses video to engage users and get them to make an action after watching. It forms part of digital marketing, working alongside written content or as a standalone method to build your brand. It’s popular with both b2b and b2c companies. 

It was once considered a luxury for marketers due to the costs involved. But now, it’s an essential part of any marketing strategy, thanks to tech improvements that have made creating video content for audiences easier. 

Video content became really accessible sometime after 2010 and coincided with the explosion of social media, the availability of online tools and faster internet speeds. Today, internet users consume an average of 16 hours of video online per week.

Why video marketing is important

Moving images have always had an advantage over other forms of content. In the 1970s and 80s, the explosion of television saw it overtake radio as the primary form of entertainment. A similar evolution happened online, with mega-fast broadband connections and 3,4 and 5G allowing consumers to stream videos online in real-time. 

The ease at which people can upload and view video makes them highly watchable and just as shareable. As a result, video has become the primary way for people to use the internet, and marketers have taken note. 

It’s also easier to consume – viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. That alone makes video content even more important for brands when coming up with a marketing strategy. 

Types of video marketing

Brand Films

Often created as part of larger advertising campaigns, branded videos highlight every aspect of a company. That includes its vision, mission statements, culture and products or services. Brand videos aim to build awareness and create intrigue with audiences. 

A brand film the Small Films delivered for Sock Shop

Explainer videos

Explainer videos give your audience more insight into the brand offerings. It helps them understand why they should use your product or service and what they can expect. Explainer videos usually showcase how your brand works, the problems it solves and the primary benefits to users.

>> Read our blog on ‘How to write a killer explainer video script.’

Animated videos

Animated videos typically allow you to be more creative, as you can use your imagination to bring illustrations to life. They are particularly helpful for hard-to-grasp concepts, as the visual element offers the solution with an imaginative display that real-life video can’t replicate. 

A Small Films video animation for Rex London

Customer testimonial videos

There’s nothing quite like real-life validation to show how well a product or service works. Using customer testimonial videos reveals how your business solves problems for real people via a short interview or statement using loyal customers. After all, your customers are your best advocates, and a testimonial video can capture their enthusiasm for your brand. 

>> Check out our blog on ’11 inside tips for effective customer testimonial videos.’

How-to videos

How-to videos are more in-depth than demos, taking certain aspects of your offering and breaking them down into easily digestible content. E.g., if you offer CRM software, your how-to videos might cover each part of the service, from how to add leads to the pipeline to ways for them to store information. 

Demo videos

A demo video shows potential customers how your product or service works. It takes them on a tour, detailing everything they need to know – whether it’s a physical product test or the processes of using software provided by your business. 

A Small Films product video for Aldi

>> Read ‘8 tips for creating a product video that sells.’

Where can audiences find video marketing?

Viewers can see video content pretty much anywhere on the web, from your website to social media channels. Video marketing on Instagram, Facebook and Twitter is becoming increasingly popular, with brands posting it on their pages and using sponsored ads to boost their reach. 

Many companies also host videos on their website, using demos and video explainers to generate interest from customers. But YouTube is by far the most popular place to watch videos online. The platform averages 500 hours of content uploaded every minute and is used for b2c content as well as b2b video marketing. Regardless of where you host videos online, you’ll need excellent content and well-shot videos to drive traffic. 

How to get started with video marketing

The best way to get started involves settling on a strategy for the type of video content you want to make and a platform to showcase it. Some actions to consider for the best results include:

• Planning your video
• Writing a script
• Understanding how cameras work and your use of them
• Setting up audio
• Preparing the on-screen talent
• As well as the off-screen team
• Shooting
• Organising the footage
• Editing your video
• Choosing music
• Recording voice-overs
• Uploading to the right platform

>> See how the Small Films team can help with your video marketing strategy. 

Even though it’s now much easier to make video content, anything you release still needs to look good and be high in quality. Many brands implement the use of a video marketing agency to create excellent content and boost lead generation. 

Whichever route you go down, ensure that you spend time thinking about your needs and the type of video you want to release. By giving due time and care to your concept, you’ll increase the chances of making a great video, whether it’s shot in-house or by a video production company. 

Final words: video marketing 101

Brands need to include video content in their marketing strategies, and it’s now an expectation that you offer your audience good-quality video content. Doing so can increase awareness, create engagement and drive sales for your brand.