Three Pak: Most Common Marketing Video Types

video marketing notebook

“A minute of video is worth 1.8 million words.” ~ Forrester


Did you grow up in a family that shot home videos? Are you an avid fan of America’s Funniest Videos? Do you like to watch the added features available for movies now—the bloopers and outtakes? Or maybe you break up the tedium of your day with a quick peek on YouTube of cute puppy and duckling videos (h/t to our web design staffer, Kara;) The appeal of video is undeniable.

By the Numbers

The stats are even more convincing:

  • — Videos in universal search results have a 41% higher click through rate than their plain text counter parts—ReelSEO
  • — Video increases the chance of a front-page Google result by 53XForrester
  • — Video results appear in over 63% of blended (aka universal) search results on Google—Search Metrics
  • — Each day, 3.4 billion searches are completed—eMarketer
  • 60% of people prefer watching video over reading text—Forbes
  • 70% of B2B businesses are using video as a marketing tactic—Marketing Profs

Video as Part of Your Overall Integrated Marketing Approach

The three most common forms of marketing video are Company Profiles, Scripted Ads and Customer Testimonials.

A Company Profile tends to be viewed as more personal and genuine, compared to traditional ads. Online video profiles allow you to introduce personality and a face to you, your company and your products or services. Profiles are the most versatile of video types on the web. Here’s an example of member benefits video we produced last year for Plumbing, Heating, Cooling Contractors National Association:

Scripted Ads, when combined with a professionally written script and recorded voice-over, reinforce your message. They deliver a compelling story that grabs attention and draws your listener in. They are the most effective way to garner attention and direct viewers to take action.

Client testimonials are THE most powerful way to build trust and credibility. By using existing customers to describe real experiences, video testimonials are typically perceived as more genuine and authentic than their scripted counterparts. They are widely used throughout the sales cycle to raise awareness, generate interest, instill confidence and convert visitors into clients. In the following video, Lorrie Gore, a PHCC National member, shares how membership in PHCC National helped her grow her network AND her business:

Slice-Works and it’s partners provide affordable video solutions with customization that captures your brand personality. For more examples of our work, check out the PHCC National YouTube Channel. Or contact

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