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Chapter Two

4 types of sales video

Creating a video for sales is as simple as pressing record. But there are a variety of video formats to choose from and the more precisely you match your format to your prospect’s mindset or sales stage, the more effective your videos will be.

Tips from the Pros
What's the most effective style of sales video?

The most effective style of video depends on your use case and the message you’re trying to deliver. Webcam videos are great for introducing yourself and delivering short, personalized messages to build a relationship.

Screen capture videos—with or without your webcam turned on—can be more versatile, offering a great way to deliver a longer message or to share knowledge. With screen captures, you can easily add supporting visuals to explain how you can solve their problems, walk them through a contract proposal, demonstrate your product, and more. Either way, it’s all about being able to show and tell!

Michelle Benfer

VP Sales, HubSpot

1. The screen share video

Great for: Explanations, product walkthroughs, email prospecting

Screen share recordings allow you to show and tell, and are ideal for explanations—like the reason for your outreach. Sales reps often use screen shares to review the prospect’s LinkedIn profile to explain why they’re an ideal buyer, or to explore their website to highlight areas where the seller can help. If the salesperson reviews something the prospect will recognize, like their own profile, the rep can use that image to personalize the thumbnail to make it extra intriguing.

Reps can also record micro-demos to walk prospects through a particular feature or benefit. Micro-demos excel at convincing unsure prospects to commit to a longer call or eliminating the need for a second or third demo to speed the deal along.

Take your screen share to the next level by recording on your webcam at the same time and adding your face to the corner of your video. This can be a great way to deliver complex information like a pricing proposal or demo while keeping things personal and putting a face to your name.

Before recording a screen share video:

  • Turn off notifications and close non-relevant tabs
  • Organize the recording flow (such as putting your tabs in the order you’ll speak about them) ahead of time
  • Optional: Do a trial run beforehand

How long should my video be?

Always adapt to the situation. If you’re trying to get your foot in the door, 45 seconds is probably plenty. But if you’ve spent months together in a drawn-out sales cycle and you’re trying to answer a question for their IT team, 20 minutes could be perfectly acceptable. Here are rough guidelines:

  • Cold outreach: 30 to 45 seconds
  • Explainer video: maximum 90 seconds
  • Micro-demo: maximum 6 minutes

Curious how long other videos should be? Learn more about video length.

2. The selfie video

Great for: Introductions, building relationships, email prospecting

In a webcam video, a sales rep records themselves speaking to the camera. It’s the next best thing to an in-person interaction: It travels anywhere an email does, but earns you face time where prospects would otherwise only get to know you through cold-hard text.

Because webcam videos familiarize prospects with your voice and face, they kickstart the relationship early. And because they transmit emotion, they’re shown to increase prospects’ attention and recall. You can also use props (like the chalk board that appears as the background of our Chalk Talks video series) to add an element of personalization or capture viewer attention.

Like all outreach, webcam videos must be relevant to earn responses. Reps should aim to intrigue prospects into clicking their video by selecting an interesting thumbnail that features a bit of personality and personalization—like a sign with their name on it, or the rep holding up one of their company’s products. Once the video begins, get right to the point of how you can help.

Pro tips:

  • Use a GIF as the video thumbnail, like Bizible
  • Insert custom graphics, like League
  • End videos with a link to book time on your calendar
  • Remember to write it out too—sometimes prospects can’t watch a video with sound on, so be sure to write out your value proposition in your email or message in addition to sending the video

3. The marketing-personalized video

Great for: Driving leads and engagement at scale

Marketers can help sales reps conduct personalized outreach on a massive scale. A marketing team with a video platform can insert personalized snippets—such as the prospects’ name or the sales rep’s LinkedIn headshot—into a pre-recorded video, and then end the video with a link to the salesperson’s calendar. The result is a video that feels like it was created just for the recipient, and leads them to book a call.

Below is an example of a video produced by Vidyard’s own marketing team featuring one of its outbound sales reps, Jacob. While it may look like this video was recorded just for ‘Jesse’, the name on the whiteboard is one of several elements that can be personalized, on the fly, for any individual recipient. Watch the version below personalized for ‘Jesse’ at Jess Kidding, then watch the second video in the playlist to see the same video personalized for ‘Stephanie’ at Steph Digital. An approach like this can be a powerful way to leverage the power of personalized video at scale.

4. The video playlist

Great for: Saving time, making pre-recorded videos feel personal

With video prospecting software, sales reps can not only record their own videos, but also incorporate them into a playlist making use of all the great marketing videos your company has already created.

Video playlists are great for saving time: Salespeople can give personalized introductions to explainer videos they or their sales consultants have already recorded. They can also introduce marketing videos to explain why they think they’re particularly relevant for the viewer.

Things to consider when choosing video prospecting software:

  • Ease of sending: How many clicks does it take to record and track a video?
  • Integrations: Does it integrate into your existing sales tech stack?
  • Tracking: Can reps see how prospects view their videos? Can the data be used to trigger alerts in the CRM or scoring in the marketing system?
  • Plenty of choices: Can reps choose between webcam selfie, screen share, and marketing-personalized videos? Can they organize and send videos as a playlist?

In the next chapter, we’ll explain the best practices for recording sales videos.