The video format allows companies to express their creativity and build awareness by clearly communicating their values, an effective way to capture public interest.
Videos are a powerful tool to improve visibility and engagement with your target audience. Posted on YouTube, Instagram, TikTok or directly on the company’s website, they can be embedded in external communications such as e-mails or newsletters. There are several types of video marketing content. The main ones are:
- Product presentation: The video highlights the features and benefits of the product or service to win over the audience.
- Tutorial: The video explains how to use a product or service through educational, short and engaging content.
- Webinar: The video organises online conferences to share a company’s expertise and capture its audience’s attention.
- Customer testimonial: The video reinforces the credibility of the product or service and encourages potential buyers to purchase it.
- Expert interview: The video demonstrates that the company understands the issues of the target audience (leads and prospects) and that it can solve them.
- News: The video informs about upcoming events, promotions or campaigns to foster public interest.
Other formats include team presentations, tips and tricks, messages from leaders or animated infographics.
It is good to vary the content and adapt it to each social network. For example, you can use short formats on Instagram or Facebook. Webinars or expert interviews can easily be published on LinkedIn.
Among the free software to create and edit a marketing video, iMovie is a must for Apple users. Lightworks offers great features for videos up to 720p. DaVinci Resolve combines editing, grading and visual effects. Other paid software solutions, such as Adobe Premiere Pro, Final Cut Pro and Avid Media Composer, offer increased agility for professional projects. AI video generators are becoming more and more powerful and popular. Avatars or entire movie scenes can already be created using artificial intelligence. The market is growing rapidly, and the choice of suppliers and tools is therefore very wide.
