4 Types of Videos for your Marketing “Attract Phase”

Part 1 of our “Types of Videos” Series

Are you someone who knows you need to incorporate video into your marketing strategy, but not sure how? We’ll make it easy for you. In this series of articles, we break down all the types of videos you can implement in your marketing efforts and where they belong in your process.

Rather than follow the traditional marketing funnel, we’ve broken it down into the three phases of HubSpot’s flywheel model – the attract phase, the engage phase, and the delight phase.

Unlike the traditional funnel, which assumes that everyone’s path to becoming a customer is linear, the flywheel model accounts for the different ways customers learn about a brand and make purchasing decisions in the modern digital age. The flywheel model also uses your happy customers for momentum, instead of dropping them out at the bottom of the funnel.

To kick things off, we’ll look at 4 types of videos that belong in the Attract Phase.

Attract Phase

In this phase, you need some bait to hook people in. Try to keep these types of videos short and sweet. A case study or something with a lot of detail will overwhelm your potential customers. Instead, consider an introduction video, an explainer video, a testimonial video, or a video series.

Introduction Video

What it is:

An introduction video shows off what you or your product offers to your prospects! Pro Tip: Rather than focus on how great you are, showcase how your client will benefit – what’s in it for them?

Where it lives:

  • Your website (ex: home page)

Video length and size:

  • 30 seconds – 2 minutes max
  • 16:9 (landscape)

How long it takes to make:

Since this is likely going to be a prominent part of your website, a video like this will take some time and effort to get just right to make the perfect impression!

How to measure its success:

Check the number of plays and how long people are watching – you want to make sure your viewers stick around until the end.

Sample:

Explainer Video

What it is:

An explainer video breaks down what your product or service does and teaches your audience how to solve a problem.

Where it lives:

  • Your website (ex: home page)

Video length and size:

  • 2-5 minutes
  • 16:9 (landscape)

How long it takes to make:

Explainer videos usually require a lot of time and planning because there are a lot of details to get right. The pre-production phase will be ultra important!

How to measure its success:

Play rates are key, but you should also look at which parts of your video people are re-watching. Does this mean that section was confusing?

Sample:

Testimonial Video

What it is:

A testimonial video builds trust with your audience by featuring feedback and stories from those who have benefited from your service or product. Let your customers do the talking for you!

Where it lives:

  • Your website (ex: Home page or Product page)
  • Social Media (ex: LinkedIn, Facebook, Instagram, etc.)

Video length and size:

  • 30 seconds – 2 minutes
  • 16:9 (landscape) for your website, 1:1 (square) may be good for certain social media

How long it takes to make:

The time commitment for these types of videos ranges depending on your desired look. An ultra-polished testimonial with b-roll and graphics can take a couple of days, but a short video filmed on someone’s iPhone can be equally effective! The most important part is that the message is heartfelt and engaging.

How to measure its success:

Play rate and conversion metrics are important to look at here. How many people are showing interest in your product/service and how many are taking action after watching your video?

Sample:

Video Series

What it is:

A video series lets you dive deeper into the topics that matter most to your audience. It can put you in front of a whole new audience, and can also be repurposed into tons of other content.

Where it lives:

  • Your website (ex: Blog)
  • Social media (ex: YouTube)

Video length and size:

  • 5-20 minutes
  • 16:9 (landscape)

How long it takes to make:

No question about it, putting together a video series takes time. But if done right, the investment will pay off in the long run.

How to measure its success:

Look at the number of views and time watched. Comments and social shares can also help you see if you’ve touched on conversation-worthy topics.

Sample: