High-quality marketing video production is a 21st-century marketing tool that no business owner should be without.

With the ability to instantly reach and connect with your customers at the fraction of the cost of traditional advertising, on-boarding your brand with a web video presence is a no-brainer!

Like all forms of marketing, there are guidelines to help make video footage work to your best advantage.

People have short attention spans– especially when it comes to watching stuff on the World Wide Web, so certain types of videos fare better than others.

The “window of opportunity” is small, but with some help, you can maximize the viewer’s engagement and interest in your brand!  Let’s take a look at the top video categories in terms of response rate and growth potential.

Here are four types of marketing videos that every company should use:

1. Client Testimonials

Customer testimonials are an extremely powerful weapon in your brand’s arsenal, and can easily mean the difference between a subtle response rate and having your email inbox blow up.

Why? Take it from the point of a view of a client. When he or she sees a fellow buyer of a product or service who’s raving about how good your company is and how they were treated with the utmost respect and courtesy, they have a positive feeling toward your company.

A word of advice: Never use actors or stage a testimonial. People can see right through this, and your Atlanta video could backfire. Keep the content length under one minute for maximum effect.

2. Success Stories

Success stories are just as popular as testimonials, and with good reason. One-on-one interviews with a series of past and present clients automatically makes your brand appear more transparent and trustworthy…not to mention experienced.

If you’ve worked with a big household company name…you should absolutely flaunt that.

3. Case Studies

Chances are you probably already have case studies from past clients…but in written form. Translate them into a more palatable medium for your prospects, and create a video case study instead!

Video case studies take the success story theme to another level. These clips are generally a bit longer, about two to five minutes…but they contain a lot more of the numbers and process details that serious potential buyers just might be looking for.

4. Thought Leadership

Lastly, thought leadership videos educate your prospects and customers using your experience, talent and insights on relevant topics in your industry.

If you remember to customize your video to your customers and helping to solve their biggest challenges, you’ll be on-target and well on your way to creating a meaningful foundation to both future business connections…and an impressive online reputation.