3 types of video content every startup must use in their go-to-market strategy

Starting from traditional TV commercials in the last 60 years to today’s YouTube, Facebook, Twitter, LinkedIn, Instagram, TikTok and Snapchat, it is now obvious that video has become a staple of our everyday lives. While convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences.

Why should you use video marketing in your communications and sales? Here are some stats and all of them are confirmed by our 50+ dgtl atelier partners that trust us for their content and video marketing strategies implementation:

78% of marketers say video has directly helped to increase sales.
Video ads were the #1 way consumers discovered a brand they later purchased from.
74% of marketers say video has a better return on investment (ROI) than static imagery.
84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

Video is the easiest and most convenient way for users to understand the mission and benefits of your brand, products and services. That is why, our experience at dgtl atelier shows that producing video content is the single most effective part of your content marketing game, especially when it comes to preparing your go-to-market strategy.

But what exact type of video should you start with? While our services list at dgtl atelier includes more than 20 types of different promotional, digital and storytelling videos, we have seen that there are 3 (+1) video production formats that are basically mandatory for the marketing efforts of every tech startup, SaaS company and digital products and services provider. 

Let’s see what they are:

Animated Explainer Video

Animated explainer videos are the most popular way to illustrate complex ideas 🙂 Broadly used by SaaS companies, and both B2B & B2C focused IT brands, the animated explainer video is a short animation, illustrating an idea, your company, product or service in a straightforward and captivating way.

It’s an easy point of entry for people who have not heard much about your brand or do not exactly know what your offering is (That might be the reason why explainer videos are especially popular amongst startups).

And they are quite effective too – according to some reports, 96% of people have watched an explainer video to learn more about a product or service (source: Wyzowl) and up to 85% of people are more likely to buy a product if they first saw an explainer video (source: Internet Retailer).

Tutorial Video

Tutorial videos are usually original videos, up to 5 mins long, explaining a step-by-step usage of your service, software, feature or product. The video is focused on the practical side, but also includes strong promotional messages.

These are instructional videos (mainly screencasts, but also might include animation or live-action footage) providing a step-by-step guide for specialized activities, providing information and education. Tutorial videos can show any aspect of your product or service, as long as they provide knowledge for the users, demonstrate a process or explain a concept – the most important thing for this kind of content is to give your viewers something valuable for them.

Tutorial videos for digital products and services are quite successful also because they let the clients feel as if they are already using your technology – they see how it works, they feel the hands-on experience they might have after they sign up or download your app and it fuels their desire to use it. It is also a strong and practical trigger for their imagination to work out how they can benefit from your service in their work or free time.

Even if the tutorial video doesn’t always instantly make people sign up it gives them the feeling that they know your brand, that you are transparent with the users and builds trust.

This type of content helps the brand talk to the client at an early stage of the buying process, positioning your company as an industry champion with profound knowledge in this area, attracting users to your official website and organically boosting SEO.

It is not unusual that some of our clients are not very objective in their internal evaluation, so we always advise that you bring some outside experts and knowledge to your research.

Testimonial Video

In short, a video testimonial is a video of a happy user or client of a product or service, sharing their experience with your brand and praising your company. Very often, they talk about how that company’s product or service has helped them solve a problem.

According to a recent survey, the positive testimonials and reviews improve trust in a brand, for 72% of clients (Source: Big Commerce). People don’t trust companies – they trust other people and usually hearing from a fellow user, with similar demographics, needs and problems, makes a big difference.

Customer testimonials are a valuable way to build trust in your brand. To a potential customer, a testimonial is similar to a personal recommendation for a product or service. Video allows your customers to see and hear a reaction, which makes it more credible, engaging and authentic.

In a testimonial video, it is important that tech marketers address all the most common concerns of the users, e.g. – how our service/product works, how appropriate it is for the user, what is required to use it and how it can improve their lives or solve their problems. When your potential customers hear a story similar to their own, they relate more with your brand and it is easier to convert them.

What more?

These might be some of the most important types of videos a tech startup or a SaaS company needs. We at dgtl atelier have a huge portfolio of video production services and we could be of great help for also other types of video content, such as:

Video Podcast
Infotainment Video
Employer Branding Videos
Brand Manifesto Videos
Digital Video Ads
Video Interviews
Video Livestream
Video Reports
Video Case Study
Story Videos
Reels/TikTok Videos
Social Media Promo Videos
2D Video Animations

Being the local pioneers in digital-first video success at scale, we’ve seen it all. We continue to push the limits of video entertainment and efficient visual storytelling using our unique experience and exploring innovation in creative production. Here is a brief list of our most wanted content & production services:

Data-driven creative concepts
Video Production from A to Z
Copyright and news build
Visual Storytelling
Podcasts Production
Creative for Facebook, LinkedIn, Instagram, YouTube, TikTok