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Given how every phone now comes equipped with a quality camera and the prevalence of video editing software, it is easy for anyone to make any kind of video online. A sales video is a more specific type of assignment as the videographer has one goal in mind: convincing viewers to become buyers.

Having that objective in mind makes the planning of the video easier, but videographers should also know what kind of sales videos they want to make. A different type of video will fit a different goal and fit at different points in the sales cycle.

Let’s have a look at the kinds of professional sales videos marketers can use and their effectiveness. 

Screen Share Videos

These types of videos are ideal for explanations. Sales representatives often use screen share videos to review a prospect’s LinkedIn profile and explain why they would be an ideal customer. They can also record demo videos to walk prospective customers through a certain feature or benefit.

Screen share videos are recorded on webcams with the face of the salesperson in the corner of the screen. This gives space to convey complex information such as pricing proposals or demos, while letting the potential customers see the face of the person doing the sale pitch.

Webcam Videos

Webcam videos are great for a salesperson to introduce herself, perform some email prospecting, and build relationships. For these videos, the salesperson speaks directly to the camera, creating a sense of familiarity between them and the prospective customers. Props could also help capture viewers’ attention and personalize the video.

The salesperson should also intrigue viewers into clicking the video by choosing an interesting thumbnail that is personalized, such as the salesperson showcasing a company product. 

Marketing-Personalized Videos

These videos help salespersons achieve personalized outreach on a huge scale. With marketing-personalized videos, personalized information such as the potential customer’s name, are inserted in a pre-recorded video as well as a link to the salesperson’s calendar. This way the video feels like it was created for that one customer and hopefully leads them to make a call. Several elements can be personalized quickly for any individual recipient.

Video Playlists

Video playlists make pre-recorded videos feel personal while also saving time. To make them salespersons record personalized introductions to explainer videos that have already been recorded. They can also record introductions to marketing videos and lay out why they are relevant for viewers.

Salespersons then incorporate all these videos into a playlist, which gives them a wide selection of material to use for their prospective customers.


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Video has a huge potential for lead generation. If you are an experienced salesperson, you know leads are people who can become your future clients, or it can be the data that identifies your potential buyers. You access this information through advertising, emailing, third parties, or other marketing efforts.

Even if today is somehow your first time going online, you probably know videos are one of the most used features on the Internet. It then makes sense advertisers would use it to advertise their products or services and generate leads.

There are two main ways to use videos and generate leads: by adding a video to a landing page with a form, and by collecting leads in the video player.

Let’s take a closer look.

Choose the right video

No matter which method of generating leads with video you use, choosing the right video can be tricky. One way to help you determine this is by categorizing the video according to each step in the marketing funnel. The marketing funnel is not a cooking instrument, but a way of describing a buyer’s journey with a business.

At the top of the funnel knows nothing about a business and the goal is to change that. You should make videos whose goal is to create awareness about your business and explain your products or services. These videos are usually informational or educational videos designed to appeal to a wide audience. They can be placed on the blog or other informational places of the website. Most visitors spend more time on a website that has a video and one of the best places to install one is on the landing page.

The bottom of the funnel is where you want to have videos that lead to conversion and hopefully customer loyalty. These can be product or purchase related videos and are designed to appeal to users who are deeper in the buying process. They are usually placed on a website’s product or purchase page.

Place the form in the right place in the video

Where to place the form in the video to generate your leads depends on its location on the website, the goals of the video and its content. The form could be a demo request, an e-book, a brochure download, or a contact us form. Once leads have downloaded these types of document, they are thinking more about a company’s product and are closer to the decision stage of the buyer’s journey.

A clear call-to-action (CTA) included in videos will increase the chances of converting visitors into strong leads. It guides them where they want to go, whether by adding it into the video itself, having a “Click Here” button, or a thumbnail leading to another video. With most video platforms it’s possible to insert annotations so the viewers can click on the CTA wherever they want.


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Video thumbnails are small still images that give viewers a preview of your video’s content. Think of it as a poster of coming attractions that gives viewers an idea of what to expect.

Video platforms generate thumbnails automatically, but they are much more effective when they are customized. Viewers will click on images that catch their attention, but they will ignore bland thumbnails.

Let’s look at some of the best ways to inspire viewers to click on your videos with attention-grabbing thumbnails.

Emphasize faces and emotions

If your video features people, the thumbnail should use their facial expressions to give viewers a preview of the video’s emotional content. If your video has comedic content, use a frame of someone laughing or with a big smile on their face. To make sure you have these frames, take pictures while shooting your video.

Use bright and contrasting colours

Viewers will avoid dark images but gravitate towards thumbnails with bright and contrasting colours. Even if your video has neither, you can image editing tools to adjust the background colours and give all your thumbnails a consistent palette.

You should also use high resolution for your thumbnails, so they are visible for viewers who watch them on a large monitor or a TV screen.

Avoid clutter

Your video thumbnail images should be easy to understand, clear, and simple. Place your content following photography’s rule of thirds, which imagines the photos are divided into nine equal parts using two vertical and two horizontal lines. The most important elements should be placed along the gridlines or at the intersections where the lines meet.

The main subject should be off-centre, and you should be able to see their faces or the fine details of an object if you are using a photo of a product. If you add text to the thumbnail, make sure it is concise and with a font that is easy to read.

Animate your thumbnails

If you have browsed YouTube recently you may have noticed that when your cursor is above one of the many videos in the main menu you will get a short preview of the video’s content. These animated GIFs (Graphics Interchange Format) help you stand out from the other videos if your content is original and shows some action.

Be honest about your content

Don’t you hate it when you click on image of Nicolas Cage going crazy but instead you get Nicolas Cage in The Weather Man? Thumbnails should be an honest preview of a video’s content and not trick viewers into only watching the first few seconds of your video. You can highlight an eye-catching moment from your video, but don’t manipulate your content to draw in viewers otherwise you will lose them.  


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Creative concept banner. Vector illustration for video marketing, social media, entertainment, video tutorials and training, apps, online advertising and presentation.

Before COVID-19, video marketing was a major tool used by marketers to reach and engage audiences. Now that audiences are required to stay at home for their safety and have plenty of time to watch their screens, marketing videos are more important than ever for marketing firms.

Here are some trends businesses should implement in their marketing strategies this year.

Interactive videos

There are millions of ad videos floating around the Internet that are simply shorter versions of what you would see on TV. One thing you never saw on TV is a video with interactive content that invites the audience to participate. Examples include customizable content that lets users choose their path based on their preferences, areas where users can click on the video to get more details, and a 360-degree access option that lets users scroll inside the video to get a full view. These videos are trackable and provide companies with valuable user data for future marketing strategies.

Augmented Reality (AR) and Virtual Reality (VR) videos should gain in popularity as the technology makes it easier to produce. Using these tools now help you generate interest among audiences and stand out from the competition.

Vlogging will keep growing

Vlogging, or video blogs, will remain a valuable tool to capture shoppers’ interest as they want to feel connected with the brands they buy from. It helps build brand authenticity by giving users a behind-the-scenes look at businesses, lets them meet the team that runs the company, and gives them a look at new products before they are launched.

There are plenty of platforms businesses can use to share their videos, and live streaming gives vloggers the option to diversify their content on a weekly or daily basis.

Shoppable videos

People can shop online through webpages, social media posts by clicking on images of the products, and now through videos that link directly to products. Just like with photos, it may be possible to buy a product by clicking on its image in the video. Until then, videos are an easy way to simplify the buying process, grab customers’ attention, and spotlight specific products.

Education videos will expand

As the year began there was a huge market for educational and instructional videos, and that was before people weren’t allowed to leave their homes. Many schools and universities are closed, but education is still available online in video form. From online history courses to Zumba classes, there is educational content for everything. Some are free to access; others are taught by professionals in their sectors and available for a fee.

There are also online communities dedicated to explaining how to use specific products. If they are not already doing it, companies can produce video tutorials giving detailed instructions for their products and services.


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Should your next video include stock footage? It is not always thought of as the ideal thing to do, but stock footage really does have its place in brand videos and can offer a variety of benefits. Stock footage is a valuable resource that can increase not only the quality of your video but also the diversity of it.

Stock Footage Can Reduce Costs

There are some situations where a basic video with simplistic messaging may be very cost-effective to create from scratch. However, the more complex the footage needs to be, the more costly it can get. When you need to display multiple uses and purposes of your product or service – or more in-depth information in each area – that becomes more costly to film. Custom films like this can become time-consuming as well. Imagine having to go to numerous locations to film onsite. That adds up when you factor in equipment and crew.

This is when stock footage comes into play. You can use high-quality stock footage to create interesting elements in your videos. The good news is this can offer several other benefits. For example, there are new libraries of stock footage available all of the time. It is not likely that you’ll pick the same images someone else has, and that means you still get the branding qualities to your videos. More so, with so many new libraries available, there are lower costs associated with stock images all of the time.

Limited Access Solutions

Another key benefit of using stock footage is that it allows you to get industry-specific footage even if the access to shooting these images is not available. For example, if you need an image of a situation where you know you are not going to get permission, stock footage is likely to offer the solution you need. In this way, stock footage can provide you with more access to shots that you could not get any other way.

Stock footage may seem like something you had not considered before. However, it can prove to be very valuable to you in a variety of ways. You can incorporate it into your branding videos and even corporate videos with ease. How can this enhance the videos you are creating?


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Case study videos are designed to show prospective customers how your company can help them achieve their goals. When they’re done right, they can drive revenue and increase engagement.

What Is a Case Study Video?

Case study videos recount real customer stories in order to persuade prospective customers that your business can meet their needs. These types of videos add authenticity to your marketing mix and include elements like on-camera interviews and stats and figures to support your customer’s experience. While many of your marketing efforts are focused on the features provided by your company, case study videos focus on their benefits.

Why Do Case Study Videos Work?

Case study videos operate on the same principle as classic word-of-mouth advertising. They are memorable and give prospective customers something tangible to engage with. These types of videos are effective in building brand awareness and appealing to emotion, giving viewers the opportunity to envision how the goods or services offered by your company align with their needs.

Types of Case Study Videos

Customer Review

This type of case study video highlights the features and benefits of the products or services that your company offers. It is simple to film and generally requires minimal editing.

Customer Testimonial

Customer testimonials are often provided in a question/answer format, and like customer review videos, they are relatively simple to execute.

Case Study Narrative

Case study narratives are the most dynamic but also the most complex to film. This type of case study video may be shot at several locations and include graphics, on-camera interviews and B-roll visuals.

Best Practices for Creating a Case Study Video

Case study videos can boost brand loyalty and generate more sales, but it’s important to ensure that your approach is effective. Here are three best practices to keep in mind when creating a case study video.

1. Decide who your intended customer is. Even if your product or service is intended for a wide audience, think in specifics as far as gender, phase of life, financial limitations, household, geographic location and anything else that makes it easier to create a customer profile.

2. Consider what your intended customer wants to gain, whether that’s a resolution for a common problem, a simpler way to complete a task or another need that you’re uniquely positioned to meet. Orient your case study video around addressing this need.

3. Once you’ve determined who your customer is and you’ve crafted a message that addresses their needs, it’s important to ensure that they have the opportunity to watch it by choosing the best platform for sharing your video. This may be via social media, email or native advertising.

Case study videos are a great way to help your potential customers understand how the product or service you provide is relevant to them.


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Let’s face it. Most people hate ads. Some research indicates that 91 percent of people believe that ads are intrusive. Many people believe ads are invasive to their privacy too.

If you are a company with a product you want the world to know about, what are you supposed to do? How can you get your information out there when it seems people don’t want to – and even hate – viewing ads?

What Do People Hate?

A good place to start is with understanding why some people hate ads. Every situation is different, but when you understand what they don’t like, you can create ads and videos that are less intrusive to them. For example, most people hate the invasion of privacy when they see ads for things they are looking for online. This feels like an invasion into personal space.

You still need to use these ads – called retargeting ads – in most marketing campaigns. One way around the dislike for them is to ensure you are only using retargeting ads for the most valuable resources you have. Don’t waste time on display ads that just bother people.

Ads Get in the Way of Experiences

An ad that pops up in the middle of an enjoyable experience isn’t one most people want to deal with – it’s a turn off. There are many mid-roll pop ads like this that get in the way of experiences.

You can still use these but do so limitedly. Instead, aim to create value-driven ads, those that provide real information and truly valuable experiences. These are going to be ads that help to build your brand, not ads that are going to be sales messages. When you switch what you are talking about and how you can better encourage people to learn about your company.

Modern Buyers Want Something Interesting

It’s hard to capture the attention of today’s modern internet user. You need to create ads that are going to highly engaging and entertaining. Give them something that is different from what everyone else does. This may mean getting creative in the content as well as the visuals.

Take a few minutes to consider the value of content that’s delivered in a more effective manner. If you are using ads that are the same as you’ve used for 10 years, you’re missing the market and probably limiting your success with your audience. A few tweaks and the right tools, and you can enjoy a better response.


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What is so interesting about unboxing a package? To a lot of people, it’s a very cool experience. If you’re lucky enough to have a product that people are waiting in anticipation to get, then creating an unboxing video is an excellent way to increase the energy of your brand even more.

Why Unboxing Matters Today

Take a look at a few unboxing videos on YouTube. Watch them and chances are good you’ll see why so many people find them to be interesting. They involve people opening boxes, explaining what they are doing, and really building excitement about what’s inside. They can also be very educational. They answer questions about what the product is like and what the soon-to-be-buyer can expect.

These videos get attention. If you don’t have any other reason to invest in creating them than this, realize that unboxing videos are hugely popular. That’s why you need to use them. Consumers use unboxing videos for a lot of reasons:

  • They are a fun way to see what the latest product is. Everyone wants to know what the latest iPhone is or what a new toy is going to look like.
  • Many people use them for research to know if the product is really something they want to spend money on. It is quality? Is it just another version of what they have?
  • A lot of people may not be able to buy that new product. They use the videos, then, as a way to live through someone else who is lucky enough to have it.

They’re also a lot of fun to watch. Depending on who creates them, they can be an interesting watch just to see how the person in the video reacts to the video. This is a fundamentally sound way of communicating with your audience.

Why Should You Use Them?

If you are a product maker, unboxing videos are a good way to build excitement, interest, and information on your product. It doesn’t always have to be a brand new product launch, either. People want to learn all about everything – even those old products that you may have had from a few years ago. The key is to ensure that the person doing the video is going to build up interest and provide a lot of details to the viewer.


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You’ve sourced the best actors and guests, created a compelling video (or series) and now you simply need to show it off to the world. If you’re not quite prepared for this last piece of the puzzle, you’re in luck. There are some creative and hassle-free ways to get your content in front of your target audience; just keep reading!

Consumer Insights: Digital Viewing Behavior

Expert marketing brand HubSpot conducted in-depth research on customer viewing habits and behaviors on the web. Here’s a snapshot of what they learned:

  • YouTube and Facebook are the top platforms of choice for video-viewing
  • Entertaining and funny videos get the most attention from viewers
  • Mobile devices are preferred to desktop devices when watching videos

What does this mean for you? It means your promotional game needs to be mobile-friendly, social media-driven and easily found on YouTube.

7 Ways to Grow Your Video Audience

Let’s dive into different strategies you can start today to get your content in front of a larger piece of your audience.

Repurpose Your Video Content

Not everyone is able to watch videos 100% of the time; some people prefer to listen to podcasts while they work out and stay productive. Without much extra work, you can transform your video script or series into a podcast ready for fresh ears.

Try Something New

You won’t often find blogs advising you to hit up users on Reddit, Quora or review sites, but trying something new may pay off depending on your niche. Add a simple link in your bio on these sites or embed a recommendation to view your video after leaving useful feedback or comments on a thread.

Market Videos via Email

You’re already sending out emails to your subscriber list or existing clients, why not include a link to your channel or latest video in the sender’s signature? This is an easy, automated way to encourage viewers to watch your content without investing additional time and effort into marketing.

Tease Your Content on Social Media

Have a particularly funny or educational clip in your upcoming video? Post it on various social platforms as a teaser that will entice your audience to watch once it’s live. Also, don’t forget to post an update announcing that the video has gone live to let viewers know when to watch.

Ask for Shares

Whether you’re posting a teaser or showing the full video, include a call to action that encourages your audience to share the content with their friends and followers. On your full video, provide a call to action at both the beginning and end of the content to remind viewers who were not yet committed to sharing to do so once they’ve finished watching.

Take Advantage of Notifications

If you’re posting videos on YouTube or your website, you won’t get any views unless people know about it. With the unpredictability of search engines, the best way to get more views is to encourage your audience to allow notifications on their devices and YouTube channels. This way, they’ll be notified as soon as fresh content is uploaded.

Encourage Employees to Promote Your Video

Before your video goes live, drum up some company-wide excitement by showing your team the finished product. Encourage them to share your video on their own social platforms and among friends or family (who will possible also share it!).

The Bottom Line

No matter how well your content is produced, it won’t do you any good if no one sees it. Use these ideas to get your content out there into the digital universe and sit back as your view counter continues to rise.


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Using live video can be one of the easiest ways to engage with and build a relationship with your customers and clients. Many business owners are apprehensive, though, about the process and what it could mean to them. You may find it is also one of the easiest ways to reach your audience on a personal level. Take a look at a few good reasons when you should use live video for business.

Fantastic Opportunities to Go Live

There are plenty of ways you can go live – such as using social media tools like Facebook. But, what will you talk about when you do? Here are a few key suggestions.

  • Take your customers on a tour of your business location. Give them a behind the scene experience that can get them interested in your company.
  • Host a question and answer session. If you are launching a new service, perhaps you want to host this type of event to give individuals the ability to share their thoughts or to clear up confusion.
  • Announce a contest or a giveaway. Doing this live ensures you have a lot of people on hand to let know about your event. You can also ask them, in person, to share the video. That gets your brand in front of customers and others who may not know you easily.
  • Do a product demonstration. Show people what you do by giving them a real-time look at what happens when they use your product or service.
  • Use a live video to introduce yourself or another member of the company. Putting a face to your company’s name can help people to feel more comfortable contacting you for services or with questions later.

Be sure to create a list of talking points so you can feel at ease on your live video. You also want to be sure you are recording it so that people can play it back later and watch it again or watch it when they get an opportunity to do so.


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