4 Videos Your Company Needs to Succeed

By: Katie Stout

Digital Marketing Strategist


If a picture is worth a thousand words, just think about how much a video would be worth to your customers. Video marketing is all the rage right now and for a good reason: it works. Marketers that use video, grow revenue faster, keep their audience’s attention longer and are able to convince people more effectively to purchase their product.

With so many great benefits, why aren’t more companies utilizing video in every aspect of their business? A major reason why companies hesitate to incorporate video into their marketing practices is because they are unsure as to what kind of video they should be creating. With this in mind, we came up with the four videos we think your business needs to have in its cache to succeed.

Brand Story


Your brand story is the most powerful message that you can express in your marketing efforts. This is why it should be one of the first videos created when thinking about integrating video marketing into your mix.

Our brains actually process information differently when it is presented in the form a story. We connect with it in a way that makes it hard to forget. Utilizing your brand’s story to explain your product or service will build trust, humanize your brand and act as the foundation for your messaging going forward.

How to Pull It Off

While planning this video, think about how you will introduce the key characters, outline what challenges they faced and how they overcame them. Present an enticing introduction, climax and resolution of your brand’s story in a compelling way. This formula has worked for storytellers for thousands of years to help convey messages effectively. So give it a try with your brand story video!

Product Videos

Illustrating exactly what your product or service does and how it can benefit your customers is probably the easiest type of video to execute and could impact your bottom line in the most direct way. Almost 50% of internet users look for videos related to a product or service before visiting a store, and online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers.

Highlighting what your product is and why it’s different than other products should be your primary goal with this video. Keeping the attention of your audience throughout this is crucial, so stretch your creative muscles with this one.

How to Pull It Off

  • Write a script – Don’t just wing it, have a detailed plan.
  • Keep it short and to the point.
  • Your video should outline these five key things: the problem, the solution, how it works, and what you want the viewer to do next.
  • Keep it professional while still holding the interest of your audience.

How-To Videos

If you make a few deposits in your potential customer’s trust bank, you will become their first choice when searching for a solution to their problem. Teach people how they can solve their problem themselves.

A good example of a company that effectively utilizes this type of video marketing technique is a local pool company. Instead of investing their marketing budget into an ad campaign, they decided to produce a series of how-to videos teaching their potential customers how to change pool filters. This seems crazy because this company makes money by replacing pool filters for people. But these videos were key in successfully building trust and allowing potential customers to find this particular pool company. When their audience realized that they didn’t have the time or didn’t want to be out in the heat changing their pool filters, there was no doubt in their mind who they were going to call to do it for them.

How to Pull It Off

  1. Outline a few steps – Less is more. Make your steps short and sweet.
  2. Be specific – Being too broad can leave questions unanswered.
  3. Keep it simple – You want to be helpful, so make it as easy to follow as possible.

Videos Explain the Problem or A Solution

Long before someone decides to buy your product, they need to understand that they have a problem and figure out what options are available to them to solve that problem. There is no one better than you to help your audience understand the problem that they are experiencing and present any possible solutions. The amount of knowledge you have gathered throughout your time working in your industry is valuable and people are searching for the answers that you have already found.

How to Pull It Off

Think about how you explain what your company does to your friends or family. Sit down and create a video that makes that same message clear. Dive deep into certain aspects where you anticipate your audience having questions.

Your website, social channels and in-person interactions are all great platforms to explain your product, but there is no replacement for a good video. Four times as many customers would rather watch a video about a product than read about it. Remember that context is almost as important as the content of your video, so try to have an idea of where you are going to publish these videos before you jump into the process of making them.

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