New format
Video content: formats and types for marketing
Video covers what text handles poorly: process, emotion, product scale, a live answer to an objection. It’s not a mandatory replacement for articles — it’s a format matched to the job and audience.
Below: clip types, when to shoot in-house or with a vendor, script, and placement. “Video will be 80% of traffic” figures and other people’s watch-hours from old roundups aren’t universal. Mentions of Instagram* are informational.
Pros and cons
Pros: clarity, emotion, easier to show product and process, higher share chance with a strong story.
Cons: time, light/sound/edit, script, updating stale clips. Bad video is worse than none.
Types of marketing video
Greeting and company intro.
Product/service review and demo.
Customer testimonials (only with consent — no staged fakes).
Teaser, event invite.
Interview and expert breakdown.
How-to and training; screen-record for software.
Webinar / live; process footage.
Short selling clip with a CTA.
Vendor or in-house
Vendor: portfolio, clear brief, stages (script → shoot → edit), rights to source files.
In-house: script, light, tripod, clean audio, short edit. For product pages and FAQ that’s often enough.
Script and placement
Selling arc: hook → need → solution → proof → objections → CTA. Training — steps without fluff.
Title and description with useful intent keywords; thumbnail; link to site/product; measure completion and clicks.
Typical mistakes:
- clip with no goal or CTA
- bad audio under a pretty picture
- too long with no structure
- published and never reviewed
- promises in the video that aren’t on the site
Takeaways
Format for the job — not “video for video’s sake.”
Script and sound decide more often than the camera.
Site + hosting + audience channels.
FAQ
Do you need video for every product?
No. Prioritize bestselling SKUs, complex services, training, and funnel stages where text stalls.
Is a smartphone enough?
For many formats yes: light, stability, and sound beat camera brand. A studio fits staged brand films.
How much does a vendor cost?
Wide range: from a simple edit to full production. Anchor on brief and portfolio, not a “2019 average price.”
Is a script required?
For selling, training, and staged pieces — yes. A greeting or short live can run on talking points.
Where should you publish video?
On the site/product page + hosting (YouTube and similar) + channels where the audience is. One file “only on the site” is often too little.
How is this different from video ads?
Here — content types and production. Campaign metrics and CPV/VTR live in the video-ad effectiveness piece.
Is MP4 mandatory?
A common, convenient container for the web. Check platform requirements and file weight on the site.
Need video but unsure which format actually helps?
We’ll pick one funnel job, script a short clip with CTA, and decide in-house vs vendor from the result.
Discuss the task
