Perhaps you have been thinking about allocating a certain amount of your marketing budget to video content.

Whether it’s a one-time thing or a periodic production that may end up consuming a larger amount of the budget, many people will think twice about investing in video content because they rarely generate direct responses.

Your video content is likely to be in the middle or at the top of your conversion funnel, which means ROI is nearly impossible to track.

Many blogs, experts, and digital circles say that video content is a great tactic that every business should put to use. However, you need straightforward information about what kind of video you should try, based on circumstances.

Brand Storytelling

Video is the current trend of brand storytelling. You can use brand storytelling on your website and social media channels.

The choice is yours: Whether you want to share your brand’s origin, brand’s values, or brand’s missions, videos can immerse your audience in the story–making the experience more memorable.

That memorable experience will be the bridge that connects a certain problem in your audience’s life to your brand.

Explainer Videos
Explainers are the current trend in videos on a business’s homepage. They provide a visually appealing answer to the basic “what” and “how” questions about your brand.

Explainer videos give a brief overview of your value proposition in two minutes or less so that anyone can understand what you have to offer, quickly and easily.

Explainer videos’ popularity has skyrocketed in the past couple of years, and there are a few reasons for this popularity.

One reason is because audiovisual methods are very conducive to learning. The human brain is wired to remember information this way, because we can naturally retain more information when more than one of our senses are engaged.

Another reason is because the brain uses the information it receives from the parts of the body to build up a tower of empirical data. The more sensors involved, the easier it is to store and decipher.

Explainer videos involve both of our audio and visual sensors, so the information we receive can be more naturally retained by our brains.

Landing Page Video

A landing page video is not the same as a homepage video.

Your homepage is designed to contain multiple types of information in one spot.

These types of information usually include an introduction to your company and a brief overview of your product/service, which is why you always see explainer videos on company websites these days.

Landing pages, on the other hand, serve one purpose: getting visitors to the next stage in your conversion funnel.
Both pages are equally important for your website.

But landing page videos have to be customized to give visitors a clearer view of what they’re getting if they do use your product/service.

Online stores like Amazon are the ones that understand precisely what landing pages are for. They have one big homepage with many buttons to click on…

amazon homepage]

and landing pages for each of their products.
amazon landing pages

Each landing page serves a very clear purpose: getting visitors to click that “Add to Cart” button.

Use this concept to build your landing page video. It might not be as cheerful and joyous as your homepage explainer videos, but they are different tools for different types of work.

Educational Video Content

Educational content–in all of its form (text, video, or audio)–are the bread and butter of content marketing.

But why a video? Why not an e-book or a podcast?

One reason that video stands out for transferring information from a computer to our brains was discussed before: It uses both audio and visual sensors to help our brains decipher and store information more quickly and easily.

But another reason why video is awesome for educational content is that it provides a more laidback learning experience that promises a short and interesting lecture instead of a long and boring one.

Email Campaigns

The inclusion of a video in email improves the overall performance of email campaigns.

MarketingProfs gathered a bunch of keywords in emails and analyzed their impact on several different actions.

“Video” is one of the words with a positive overall impact, including an increased open rate (+18%), an increased click-through rate (+20%), and a reduced unsubscribe rate (-26%).

However, directly attaching or embedding video content to your email newsletter is not recommended because the majority of email clients aren’t available for in-app video playback.

An embedded video in an email does improve users’ experience. Despite that, it’s still not worth the time and effort needed to embed a video to an email, at least for now. But showing the inclusion of video content in the email is definitely a good way to start.

Time-Sensitive Promotions

A typical consumer gets over 10 promotional emails per day. Your price promotion will not perform well if it’s not seen.

And video, as mentioned previously, helps to increase open rates and click-through rates. Plus the richer experience of videos–music, sound effects, voice, etc.–drive home what’s special about your promotion.

So I suggest you invest in videos for your time-sensitive promotions like year-end sales, Halloween sales, or any kind of sales you have for your business.


Video is a malleable type of content that can fit different needs. As long as you know where you’re headed with your video content, there’s a great chance that you’ll hit what you aim for.

But make no mistake, video rarely generates immediate results. They are more of a long-term plan than a one-hit wonder.

So, in which ways can you use video content? Here are the takeaways:

  • Video is the best representation of a brand’s storytelling. Use it to spread the good examples that can be taken from your brand.
  • Explainer videos are the current meta for your homepage videos.
  • Videos spread information to your audience faster and stronger than text. They’re also good for educational content.
  • Email newsletters and time-sensitive promotions perform better with the inclusion of video.

What are your thoughts on using video for content marketing? Let me know.