5 Types of Videos for your Marketing “Engage Phase”

Part 2 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.

In our last article, we discussed four types of video that belong in the Attract Phase – Introduction videos, Explainer videos, Testimonials, and Video Series. This time, we dive into the Engage Phase…

Engage Phase

This phase is where all the action happens! In the Engage Phase, people are willing to take a deeper dive to learn more about you as a company. Done right, this is where you’ll get the most clicks, shares, comments, and other completed calls to action. Read on, as we break down 5 types of videos that can be used to support your marketing efforts in this phase.

Webinar

What it is:

A webinar builds your authority and provides valuable insights to your audience. Pick a topic that simultaneously interests your customers and showcases your expertise.

Where it lives:

  • Your website

Video length and size:

  • 15-60 minutes
  • 16:9 (landscape)

How long it takes to make:

The longest part of making a webinar is the preparation beforehand. Once you have your slides and your talking points down, the recording and post-production is a breeze!

How to measure its success:

Take a look at how many people are watching. Even better, see if you can collect email addresses from your audience.

Sample:

Q&A Video

What it is:

If someone is seeking more information and asking questions, they’re probably close to making a purchasing decision. A Q&A video can answer all of their questions up front to speed along the process!

Where it lives:

  • Your website (ex: Product page)
  • Social media (consider a LIVE Q&A to interact directly with your audience!)

Video length and size:

  • 2-10 minutes
  • 16:9 (landscape)

How long it takes to make:

Once you’ve got your FAQ’s gathered, this should be a fairly simple process. Decide who from your team is best qualified to share the answers, then press record!

How to measure its success:

If you’re still getting asked the same questions over and over again, odds are your video is not answering them effectively, or people aren’t seeing it.

Sample:

Tutorial Video

What it is:

A tutorial video teaches your audience how to do something – like using your product. The trick here is to make the process look as easy as possible, straightforward and simple.

Where it lives:

  • Your website (ex: Product page)
  • Social media

Video length and size:

  • 3-15 minutes
  • 16:9 (landscape)

How long it takes to make:

If you’re explaining a process to someone, you want to make sure you’re getting the details right! That means this type of video will take a good amount of planning.

How to measure its success:

If you’re doing it right, a tutorial video should drum up some excitement about how easy it is to use your product. Look at your conversion rates to see how many people are being convinced to try it out for themselves.

Sample:

Company Culture Video

What it is:

A company culture video lets your customers see who you really are behind the scenes. Show how your team operates and let your personality shine! These videos are also great recruitment tools if you’re looking to expand your team.

Where it lives:

  • Your website
  • Social Media

Video length and size:

  • 30 seconds – 2 minutes

How long it takes to make:

These types of videos are relatively quick to make, and also quite fun!

How to measure its success:

Look at the play count to see how many people are taking notice of your company.

Sample:

Social Videos (Reels/Stories)

What it is:

Use social videos to engage with your audience on a frequent basis and keep yourself top of mind! These social media clips can also drive traffic to your website/landing page for more content.

Where it lives:

  • Social media (remember to upload natively to each platform!)

Video length and size:

  • 10-60 seconds
  • Video size is dependent on the platforms; some prefer square (1:1) or portrait (9:16), while others accept landscape (16:9)

How long it takes to make:

These can be made very fast when you repurpose content. Have you already made an introduction video? Trim it down into multiple short videos to fill up your feeds.

How to measure its success:

Look at the number of views, likes, shares, and comments your video is drumming up.

Sample: