Leading Video Content Purposes

Explainer Videos
With the increase in financial technology, explainer videos are essential for providing the educational tools many seek to learn the ins and outs of this new technology. These videos are often placed on a website homepage when shifting to the more general overview of an organization. Still, those narrowing in on a specific product or service are typically featured on a product page or landing page. With the rollout of a new video highlighting an entire organization or a new product or service, these videos can be shared to social media channels to drive awareness and traffic to this content. As the leading content type, these videos have been reported to increase conversion rates by 144% when added to an organization’s website.

Social Media Videos
The central focus of videos on social media is to drive engagement on channels such as Instagram, Facebook, and TikTok. While TikTok relies solely on video content, Facebook and Instagram are following suit with recent initiatives to prioritize video content in their algorithms. These videos should be tailored to the audience on your chosen social media platforms with entertainment in mind. A short-form explainer video may drive further engagement for an institution whose customers engage with a social media account to learn more about what they do. On the other end, some customers follow organizations on social media to form a personal connection through their employees and community work, so videos featuring team members that lean more into entertainment will work best to drive engagement.

Presentation Videos
A presentation video is typically an animated video using graphics and voiceovers to present information. These are some of the most affordable videos to make, as they eliminate the need for any filming equipment and can be animated using a wide assortment of online tools. The best utilization of these videos is to share information, making them ideal for creating a run-down of the benefits of a product or service or providing financial tips or advice to customers.

Video Ads
Video advertisements are more than just television commercials these days, as several online advertising platforms have integrated the ability to cast aside the standard display ad for a short-form video. Video advertisements can range from 6 seconds on Snapchat to 6 minutes on YouTube or Google Ads. However, keeping these short and sweet will ensure the entire ad message is consumed so that consumers can quickly decide on a purchase or inquiry for more information. It has been reported that these videos can drive as much as a 30% rise in ad clicks compared to traditional display ads.

Video Testimonials
Video testimonials are an excellent tool to further build the credibility of an organization through filming customers sharing positive experiences. These experiences should demonstrate how the product or service has improved the lives of a real customer by sharing who they are, how they used the product or service, how they used it, and how it solved a problem. Hearing success from a fellow consumer can go a long way, with 84% of people trusting online reviews as much as a personal recommendation. These videos can also feature a sample of several age groups to demonstrate the cross-generational appeal of financial services and products.