12 Video Marketing Ideas [With Examples]

These days, few question the effectiveness of video marketing. The ROI has been proven time and time again.

Even so, coming up with the right kind of content to share at the right moment in the buyer’s journey can be difficult. Some videos that are put out there by brands are completely useless (and a huge waste of capital!) Other videos seem to go viral or increase sales overnight.

What’s the difference? A careful approach to finding the right idea for the right audience at the right time in their journey.

Below, you’ll find ideas for several different kinds of videos at different stages in the customer’s journey: initial brand awareness, building interest, time of purchase, and ongoing relationship.

Brand Awareness Video Ideas

Inbound and content marketing have popularized the attract – engage – close – delight model for the customer’s journey. Thankfully, video is an incredible tool for generating brand awareness at that crucial first stage.

These video marketing ideas are all about your potential’s customers first encounter with your brand:

1. “We Get It…” The “we get it” video is all about presenting the problem that your brand aims to solve.

If your product or service is any good, then your target audience will be nodding their heads in agreement when a video comes out that perfectly illustrates a problem they already experience in daily life.

At this point in the customer’s journey, it’s too early to go heavy on brand, but you can definitely find a way to show how your product solves this common problem without feeling too “salesy”.

2. “Here’s a Quick Tip…” The “quick tip” video is all about education. Unlike the “we get it” video, these videos don’t necessarily have anything to do with your product or the problem it solves.

However, to be effective, they should relate to your industry or your “area”. Done well, these videos convey thought leadership, industry expertise, and a subtle message to buyers that you understand how to solve problems in your niche.

3. “This is Who We Are…” In these videos, a brand’s personality is what’s meant to shine through. The “who we are” video can go lots of different directions, but the point is that people should finish their viewing with a better understanding of what you stand for and what that means to them.

You might want to take a serious approach and talk about your mission and values, or you might want to test out something more humorous and fun. Either way, be consistent with who your brand is. At this point, making a connection with a customer should be valued even above selling your product or service.

Videos for Building Interest

For interest-building or “consideration” stage videos, you can make the assumption that the viewer has likely interacted with your brand on some level at least once before.

At this stage, you should have plenty of tools at your disposal – there are a wide variety of beneficial videos you can make, and these ideas represent just a few.

1. “This is Our Product…” At some point or another, it becomes necessary to actually sell your product. But these videos don’t have to be the stale infomercials that you’re probably imagining right now. They can still be full of personality and intrigue.

In these videos, the best method is typically to introduce a problem and present how your product is the solution.

2. “We Found a Better Way…” Similar to the product video, this video is heavily focused on the need for a solution to an irritating problem. However, in this video, your focus is more on comparing your solution to other potential solutions out there.

In some cases, you’re arguing against other products that solve the same problem in a comparable way. At times, you may even be arguing against people who think the best move is to do absolutely nothing about their problem.

Whatever the case, your goal should be to convince people in the importance of solving their problem…the right way.

3. “Your Source for Continued Learning…” Like the quick tips you may have shared in the awareness stage, these videos are all about educating your consumer. This approach has many benefits that we’ve already covered.

The difference between this and the quick tip videos from before is that these videos don’t have to be so quick. They can typically dive into more detail, tackle bigger issues, and share deeper value. Why? Because while you may not have yet convinced a customer to make a purchase, you have already convinced them that the info you share is worth digesting.

Videos at the Decision-Making Stage

To buy or not to buy? That’s your customer’s question at this stage in their journey. Once again, video can play a crucial role in this stage of the selling process. (Maybe there’s a bit of a theme here?)

Investing in video might be a big step for your brand, but at this stage, the right video at the right time could serve as your most powerful sales tool.

1. “Not Convinced? Here’s More…” For some customers, your initial product video from the interest building stage may be compelling enough to make the sale. For others, more information may still be needed.

This video serves almost like an extended version of a product video. (Some might refer to it as a “product demo”). The video takes more time to break down important benefits and how they can solve someone’s needs.

2. “You + Us…” Like some of the other videos on this list, you + us can go a lot of different directions depending on your company, your customer, and your brand.

The root purpose for this video is helping a potential customer understand what your relationship could look like if they choose to move forward. Like in any relationship, your customer wants to know that they’ll be valued, understood, and cared for. They want to know that their needs will be met.

If you take the time to share a bit about what your brand stands for and how you go about your business, your customer may be convinced that they’ll find all that they need by partnering with or buying from you.

3. “One Last Thing…” Think about the very last thing you want your customer to know before you walk away from a negotation table or a sales process. If this video is goodbye, what does your last ditch effort to convince the customer look like?

If there’s anything else you can say that might tip the scales, now’s the time to pull it out and give it a shot.

Videos Ideas for an Ongoing Relationship

It takes an incredible amount of effort to make a sale, and because of that, it’s easy to start thinking about sitting back to relax after you’ve finally accomplished that.

But the reality is this:

Customers are expecting to receive more and more value from you along the way – even after they’ve made a purchase and have your product in hand.

Brands that actually do provide value win repeat customers, free recommendations, and so much more. Here are a few videos that can help.

1. “Let’s Get Moving…” Almost every product out there requires the user to be educated in some capacity in order to make use of what they now have.

The let’s get moving video focuses on helping your new customer understand the basics so that they can put your product or service to use and start solving their problem.

2. “Make the Most of This…” Like the let’s get moving video, this one focuses on education for users. However, in this case, the goal is often to push the user past the basics and into a more advanced way of using the product.

Of course, your product might not be that complicated (there’s not really an “advanced” way of using a lamp) but if it is, these videos can really set you apart from your competition.

Think of a program like Microsoft Excel or Basecamp. Even advanced users could benefit from learning an extra tip or trick that they didn’t know existed. And if they learn that straight from Microsoft or the Basecamp team, they’ll love their experience with the product even more.

3. “Just for You…” It pays to help your customers out along their way – whatever that might look like. Maybe you want to create some additional educational content that would benefit people using your product, or maybe you just want to continue to share valuable information that someone who bought your product might be interested in – even if the content doesn’t relate directly to the product itself.

Let’s be honest: everyone likes to feel like they’re a part of a community that’s something special.