The use of video in business is on a rapid upwards trajectory. Video is an awesome vehicle to get your messages out and energize your brand like none other. It’s an exciting medium and its and affordability has made it within reach of everyone.
It’s no longer about “IF” you make a video … it’s really now about “WHEN’ you’ll make a video. But like any marketing endeavor, your goals should drive your direction. Creating videos should be a strategic well-thought out move. This powerful medium can make big waves in moving your objectives forward if it is diligently planned.
The power of branding with video
Video is by far one of the most persuasive communication tools available to you. It can deliver large amounts of information quickly and clearly. The leading benefit is its ability to inform as well as promote awareness and value. It adds a unique angle to your organization’s brand that no other marketing tactic can because it enables you to make a more intimate connection with your audience. A well-produced video can tell your story on a more personal, humanistic level that enhances interest in your brand far more than the written word can.
When you start thinking about your message, think about how your audience will benefit from your video. Online viewers most often seek out videos that solve their problem, demonstrate how to use a product, explain new concepts, etc. So as you plan yours, understand it’s ok to spend some time talking about yourself, but don’t make that the focus. Think of it this way… if you approach someone at work for help and all they do is talk about them or their problems, you’re likely going to tune them out or quickly move on to find someone else who can help you.
Video genres
We’ve put together a list of a several different genres of videos below the Accurate Creative team has produced for a variety of clients and purposes. These should get you thinking about how to use the medium to inform or tell your brand story.
Corporate Video
This is a must for every organization’s channel —what do you do for your clients, what’s your story and why is it relevant to them? This is the space to really let your brand values shine through. Explaining your products or services, your corporate culture, in an engaging way will resonate with prospects, particularly when the focus is on their needs. This type of video is often found on organization’s ‘About Us’ page. A corporate video is also a great recruiting tool and enjoyable way for potential new employees to see you, your space and your people and learn what you are all about.
This video for Brew Donkey demonstrates the customer brand experience:
This video promotes how the CMPA serves its members:
Talking-head: This style of video can support your brand image by putting a face and voice to your organization. It can be particularly effective when an official statement is required or an important announcement is in order. These are most effective when short and to the point. A standard commercial is 60 seconds. You can say a lot in a 1-minute time frame.
Sample of a talking-head video from a surgeon introducing a new website:
Interview Style
This takes the talking-head video one step further. Interview videos add spontaneity and add a genuine and trusting element to your brand. They can either feature both the interviewer and interviewee or only the latter. If you choose not to include the interviewer and it is scripted properly to produce standalone answers, you do not need to hear the interviewers questions. Interview style videos are best punctuated with several supporting breaks of b-roll—complementary footage that helps demonstrate concepts discussed.
Sample of an interview of an iconic woman from the Ottawa area, Gay Cook:
Explainer Video
Sometimes a service or product is difficult to describe with words alone. Or, no live footage could ever explain or demonstrate the concept. An explainer video using animation commonly used to simplify complex thoughts or processes. Using simple infographic style illustrations and straightforward language helps the viewer understand your concepts and positions your brand as helpful and knowledgeable.
Sample of a an explainer video used to illustrate complex health strategy concepts:
Commercial
More and more brands today are placing their ‘commercials’ where their consumers spend most of their time—online. They reaching people on their mobile devices with entertaining spots. Music, scripts, and great footage, branded entry or exit bumper featuring your logo, slogan and call to action pulls it all together to focus on a single point. Online commercials are often 60 seconds or longer. Doing a series of 30-second spots, or shorter is more effective on social media.
Sample playlist of social media commercials for a restaurant used in a Facebook campaign:
Sample corporate B2B commercial used on the client’s website to describe their product benefits:
Animated presentation
Adding narration and animating a presentation slide deck is a simple way to elevate the impact of presentations. Whether informational or educational, directed at staff or clients, people can watch or re-watch presentations at their leisure. Animated presentations can be produced from PowerPoint or Prezi decks using the slide transitions with, or without a narrator.
Sample of a Prezi presentation initially created for an internal audience repackaged:
Live Presentation Video
If you are an event coordinator, offering conference goers a video memory of the event is an excellent way to preserve and promote the value of your event or to share on social media as an engagement tool.
Sample footage from the IoT613 conference held in Ottawa
Educational Video
Seeing and hearing concepts explained are far more powerful than just reading about them. Making informative, educational videos supporting your organization can save you time and money when used for training or to consistently communicate your message.
Sample from Croplife Canada on protecting the environment:
These are just some of the many ways you to can use video to take your brand to a new level. There’s no shortage of ways to integrate video into your organization—making concepts, processes, training and customer connections stronger than ever before. Along with those listed above you may also consider: 6-second Vine videos, Webinars, Vlogs, Testimonials, etc.—and there are probably some we missed listing.
This is your stage and an opportunity to use your voice to promote your brand. A well-planned, creative video strategy will undoubtedly elevate your brand value. For more informed reading, I’d recommend our blog YouTube for Business—The basics to building a great channel. This is a valuable step-by-step article on some foundational must haves.