At Pandora Agency Limited, we live and breathe marketing, and video content marketing is one of our jams! Whether through explainers or campaign videos, we have helped businesses across Nigeria boost brand awareness, maintain loyal customers, reach new markets, and generate revenue.
Video content marketing is one of the content strategies we value most. Here’s why:
Research shows that 91.8% of internet users watch digital videos for about 17 hours per week, 72% of consumers prefer to learn about products and services in a video format, and 91% want to see more video marketing content from businesses. Now you see why we’re all out on video content marketing. Keep reading to learn more.
What is video content marketing?
Video content marketing is the strategic creation and distribution of videos to attract and engage target audiences, convert them into loyal customers, and increase sales.
The goal is to create useful content that is interesting, entertaining, and adds value to your audience. As a business owner, you can use video content across different digital channels and formats, including your website and social media.
Types of Video Content Marketing
Here are examples of different types of video content formats that you can adopt in your content marketing efforts:
Product Videos
Product videos are straightforward demonstrations highlighting a product’s features, functionalities, and technical specifications. They provide clear, factual information to help the viewer understand the product and how it operates.
Product videos are an important part of your marketing strategy because they allow viewers to see how your service works. For B2B brands, this can help distil a complex product or service into a compelling, engaging narrative.
Your product videos should engage the audience, showing them why they need your product. You can demonstrate this by showing your business in action, including its features and benefits. You can post such videos on various media platforms, including YouTube, Facebook, Instagram, LinkedIn, Twitter, and Pinterest.
Explainer Videos
An explainer video is a short-form video usually used for marketing or sales purposes that compellingly and efficiently highlights a company’s product, service, or business idea.
The best way to deploy an explainer video is to pinpoint a problem your audience is facing. Then, introduce your product/service as a solution/answer to it.
While this might be an educative video, it must be fun and have humour (if it fits your brand). Always remember to feature a call to action. You can host your explainer videos on your landing pages or feature them on the homepage of your website.
Live Videos
Live videos, also known as live streaming, refer to transmitting video content in real-time to viewers as captured by a camera. They can be used for many purposes, including event coverage, like award shows or discussions via Skype, Zoom, Facebook Live, Instagram Live stories, Twitch TV, House Party, or TikTok. They give you a chance to interact with your audience in real-time.
Viewers can interact with live videos by commenting and posting messages, sharing emojis, and giving gifts. To host a live video, you need an internet-enabled device, like a smartphone or tablet, and a platform, like an app or website. The video is streamed as it’s captured without being pre-recorded and edited.
Testimonials
Testimonial videos refer to videos customers publicly made about how much they love a product or service. As a brand, you want solid testimonials from past customers to create trust with potential buyers. Testimonials can also help you strengthen your credibility.
You can get testimonials by asking your customers after they just received or experienced the benefits of your products or services. A good time is when they express satisfaction or gratitude. You can publish testimonials on your website homepage, landing pages, conversion pages, or dedicated testimonial pages.
Expert Interview Videos
An expert interview video is an interview coverage in which you interview a thought leader in your company, someone who is extremely knowledgeable in your industry, and they share their insights.
An expert interview is a type of video content used in marketing where the thought leader is expected to provide high-quality, well-researched, and authoritative information created as an industry professional or subject matter expert.
Expert interviews aim to address your target audience’s needs and queries while demonstrating in-depth knowledge and expertise.
Video Campaign
A video campaign is a strategic marketing effort that utilise video content to reach specific audiences to achieve specific goals, such as increasing brand awareness, promoting specific products or services, or driving sales.
These videos are typically run on Google to show on YouTube and other websites and mostly run to a landing page. Video campaigns usually require data and analytics to determine where the videos will be displayed, the target audience, the time to target them, and their success.
At Pandora Agency Limited, we have helped many Nigerian brands launch and execute successful video campaigns. Examples are the video campaigns for Jubaili Bros Nigeria, which you can find here, and the video campaign for the Nigerian Internet Registration Association, which you can find here.
UGC Videos
User-generated video content is any authentic or organic video consumers create about a brand rather than by the brand or a commissioned creator. Such videos include testimonials and social media challenge content.
Unlike videos made by brands or for paid campaigns, user-generated content videos are created with everyday equipment like a smartphone. They can include product reviews, usage tips, before-and-after videos, vlogs, and tutorials. You can post them on YouTube, Instagram, and testimonial pages.
Brand Videos
A brand video introduces your brand to your audience and convinces them that your business is worth their time. It tells your audience who you are as a company and why you do what you do. Your brand video must communicate your brand story, showcase your core values, and build trust with your target audience.
Example of Video Content Marketing by Pandora Agency
Now, you’ve seen different types of video marketing and what you can do with them. At Pandora Agency Limited, we help businesses with many of the above-mentioned videos or develop strategies that help them generate these videos for business growth. Now, let’s show you just one example of how we worked with a client to create a successful video campaign.
The Switch Away Video Campaign for Jubaili Bros. Nigeria
The Jubaili Bros Switch Away video by Pandora Agency Ltd. is an excellent campaign video that educates residential and commercial house owners and businesses on Jubaili Bros solar solutions.
This powerful video communicates the problem of power downtime in Nigeria amid the incessant failure of the national grid. It showed the audience how Jubaili Bros makes uninterrupted power supply possible with solar solutions.
It further communicated how, with over 28 years of operation in Nigeria, Jubaili Bros offers sustainable and reliable solar solutions to power every aspect of the viewers’ lives. You can watch the video campaign below:
The Switch Away Marketing Strategies
The strategies adopted in the above video content are:
1. Problem-Solution Approach
The content highlighted a pressing problem in Nigeria: power downtime and frequent power grid failure. By identifying a well-known problem and presenting Jubaili Bros’ solutions as sustainable remedies, it immediately connected with the audience’s pain points.
2. Storytelling
The video presented real-life scenarios, illustrating how power outages affect every area of life, including the residential and commercial.
3. Sustainability Message
The campaign tapped into local and international conversations around renewable energy and environmental consciousness.
Summary
Video content is among the most consumed media types worldwide. It is great at boosting engagement and improving SEO and conversion. It helps businesses connect with their audiences more deeply, build trust, and gain credibility, which improves ROI. Hire a marketing agency that understands the Nigerian business environment to make the most of video content marketing in Nigeria. Reach out to us today.
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