The Best Types Of Engaging Video Content for Business Promotion
Marketing videos are types of videos that promote or advertise a brand’s product or services. There are many different types of videos to choose from, and each serves a different purpose in customer engagement.
These are a few different types of promotional videos that a videographer or video production company can help you make. Each type of video may serve a slightly different purpose based on where it lives and who its intended audience is.
The Brand Video
A brand video will drive awareness of a company’s services and its products to its core customers.
Brand videos are unlikely to be product specific. But they will highlight the overall facility of a company, the usefulness of its products and services and the company’s values.
A brand video may contain or visually highlight information on:
- Quality of service and attention to detail.
- Reach of service (size of company and its locations and ideal customers).
- A brief company history
- Whether products are ethically sourced.
- The kinds of customers that are interested in the company’s products and services
- How your product or service stands out from competitors.
The style of a brand video is no means set. Creative companies will change the length, cinematic nature and content type of their brand video based on who their core clients are. There is no hard and fast rule as to what a brand video should look like.
That being said, the one common feature associated will all brand videos is that they are used to efficiently highlight a company, its services and products.
The way you choose to highlight your own company how you create a mood about your brand is entirely up to you.
Here is a unique brand video from our friends at Monster & Bear. Though brief it certainly catches a mood and tells a quick story on what the company sells and who would be interested in buying the product.
Social Media Videos
Videos posted to social media are great for keeping your followers up to date with new products, company milestones, and can be varied in both style and quality based on the platform you think is the best fit for your video.
A great social media video will cut through the noise of all the other content on a user’s feed and directly appeal to their interests. Not all social media videos are alike and a video that appeals to one user group may not necessarily appeal to another.
Mixing up your content and measuring your followers engagement through metrics such as view length, completed views and click through rates will allow you to know what’s appealing to your viewers most.
Social Media videos can include a variety of creative variations of the following styles of video:
- Promotional Videos
- Tutorials and How To’s
- Event Videos
- Product Videos
- Behind-the-scenes videos
- Shared Content and User Generated Content
- Live Videos
- Interviews & Question and Answer (Q&A) Videos
Aim to make your social media video content educational and entertaining and make your initial point quickly (within the first 10-12 seconds).
Event videos are a great way of adding to the value of your event and prolonging its value into the future.
As with any event there are some guests that may not have been able to attend. A video will enable them to understand what took place and ideally absorb the key points that took place.
By documenting your event using video you will be able distribute it for multiple purposes such as:
- For publicity – via press releases, posting on LinkedIn and other social media platforms.
- Overseas use – translate your event as an educational tool for overseas clients.
- As a training video – Guest speakers at events often provide great educational detail that should be documented and shared.
- Upcoming events – Use one event to show people what the next one will be like and not to miss out!
Types of corporate events that can benefit from event videography:
- Store Openings
- Product Launches
- Trade Shows and Expo’s
- Workshops and Courses
- Lectures and Seminars
- Team Building Events
The webinar is one of the rare types of promotional videos that allows for a direct connection between the company and the consumer.
Webinars are usually free live events that a company hosts to provide interested consumers with specific information.
A webinar is not a commercial but a chance to generate interest through panels such as FAQs, expert presentations, roundtable discussions. A webinar may not even directly advertise a product or service but may use the event as a chance to get the brand’s name in the spotlight and provide a clear connection to see a brand associated with key opinion leaders and other experts.
The 30 Second Commercial Spot
The commercial spot is the most classic promotional video that a videographer can produce. Usually, a 15 to 30-second clip is effective because it is brief and concise.
It is the perfect format for taking a snapshot of the brand story and can be distributed just about anywhere as advertising.
A successful spot is immediately engaging, catching the audience’s attention within that crucial 5-second window at the start.
The Customer Testimonial Video
The customer testimonial video is an important one among marketing videos. This highlights an existing customers’ experience with a product or service. More important than anything else about the customer testimonial is to use an actual, existing customer!
Don’t hire an actor for this type of video. The testimonial will work best if it is framed through questions and answers rather than expecting the customer to ramble on without prompts. Most people aren’t professional product reviewers and will need guidance.
A good Melbourne videographer will know how to cut together a Q&A in an engaging way. Some good questions to ask might be “what do you like about our product” or “what concerns did you have before using our product.”
The Product Demonstration
The product demonstration is the logical next step of the explainer promotional video and shows exactly what the product can do.
This video should show the best side of the product, and some product demonstrations can go to truly off-the-wall places to up customer engagement.
Don’t be afraid to have fun with a product demonstration. This is one of the most important ways to capture a sale by ensuring that the product is highlighted in the best possible way.
Explainer & Animated Explainer Videos
The explainer is a video content type that is used to give a more thorough explanation of a product or service.
The explainer is more effective than a text-based explanation because it is engaging and attention-grabbing but also informative.
Usually, the explainer is used on a company’s own website or on its social media channels. The explainer is often animated with voiceover but can also be live-action.
Utilising animated explainers is a great way to add entertaining visualisations that would otherwise be incredibly expensive or too difficult to film using actors and visual effects.
Often, an animated explainer will be used to add clarity and simplicity to broad or difficult to grasp concepts while keeping costs low in comparison to in person video production.
Animated explainers can be great for demonstrating the very big and the very small, for example:
- Show the effect a product may have large populations of people.
- Dramatise scale, volume and reach.
- Demonstrate the effect of a product over great lengths of time.
- Take your viewer from Australia to China and then to Mars in an instant while remaining on budget.
- Show the effect a product may have on a microscopic level.
- Use text animations to keep statistics entertaining.
The Corporate Culture Video
The company culture video is an important aspect of telling the brand story. This video does not highlight a specific product or service that the company offers but instead looks at the people behind the curtain.
The company culture video humanizes the brand by introducing actual employees and gives the customer a chance to connect to the brand on an emotional level.
Often a company culture video highlights things that make them unique and show how employees interact and thrive within the company. These might include a typical work settings, brainstorming meetings, or in-office pranks.
The Behind-The-Scenes Video
Similar to the company culture video, the behind-the-scenes video pulls back the curtain but will focus more on the nuts and bolts of the business operation.
This video gives the customer insight into how a product is made, where components are sourced, and the heart and soul that goes into development and production.
This type of video also strives to humanise the brand to customers and forge an emotional connection. While the company culture video focuses primarily on employees first, the behind-the-scenes video focuses on the product or service and the pride and love the employees have for it.
The Company Portrait Video
Customers love a good inspirational story! The employee portrait promotion video can focus on an employee’s journey with the company.
The employee portrait can focus on key leaders within the company, such as the founders or designers, who have engaging stories to tell.
This promotional video humanises these individuals with a mix of personal and professional details and makes them more relatable to customers.
The Business Mini-Documentary
The branded mini-documentary is an expansion of the idea of the company culture and the behind-the-scenes types of promotional videos.
The mini-documentary must tell a story of the brand, and it can really capture the heart and soul that goes into every product or service.
A longer format than a more traditional promotional video, the mini-documentary is a tell-all example of the brand’s essence.
The Branded Short Film
A short film is a departure from traditional promotional videos in that they tell a story that is not primarily focused on selling a product.
However, strategic product placement within a short film can generate enough brand interest to warrant the production.
A short film is a chance for the videographer to write up a script, hire some local actors, and have some fun, too.
It is not uncommon for some companies to create video content that has little to do with the actual company and its products.
Many companies choose to create content that reflects their brands ethics, stance on current events or is reflective of communities that they support.
Issues such as the environment, race, gender and equality are important to customers and are often used by brands to generate great content that can create stronger bonds between their brand and their customers.
Trade Expo, Industrial Videos and Manufacturing Videos
Customers and clients want to know they are in safe hands when they are dealing with a manufacturer of products.
Show your current customers and potential customers alike your processing methods, production efficiency, new technologies and capabilities, cleanliness and focus on detail with a video tour of your production facilities.
Show your international clients your facilities without giving away trade secrets.
Local customers may want to see that production is local, environmentally friendly, safe and providing a good environment for workers.
Email marketing is still high on the list of outbound sales leads and marketing strategy and though open rates are determined by the title, engagement rates are ruled by…you guessed it. The video inside the email.
Watch engagement rates soar once your emails have been opened by adding a video to your email.
Wistia, a video software company, found that using video in email led to 300% increase in email click-through rates compared to emails without video. Even just using the word “video” in your email subject lines has been found to increase open rates by 19%, and reduce unsubscribes by 25%
Broadcast yourself with a video podcast, video cast or screen cast.
A Video podcast is identical to regular podcast but the whole process and conversation is filmed to camera so that the final content is video based rather than just audio based.
This form of content has proven to be tremendously popular as it is highly informative to the user with the information being provided to users in a natural and conversation based setting.
In the world of video podcasts there appears to be a ready audience no matter how small the niche.
Video Podcasts can be transcribed and broken down into smaller bits of content that can become social media videos, videos to help with SEO and content that can become the very basis of blogs and website articles themselves.
There are all sorts of corporate videos that can be produced to help businesses for a variety of reasons. Picking the right type of video and the right method of distribution is paramount.
Promotional videos are one of the most important aspects of running a business. Without good marketing, it doesn’t matter how good a product is.
Having high-quality videos produced by a skilled videographer can boost sales, generate customer engagement, and increase brand recognition.
Furthermore, the type of video you choose can then be effected by the amount of creative input you may wish to have include in the final product.
Video Outcomes is a Melbourne based video marketing agency that provides corporate video production, social media video production, videography services and digital marketing services to small business and large corporations.
Our skills in planning, filming, editing, and distribution make us ideal for any project. If you are interested in transforming your marketing and creating a video campaign that generates revenue – reach out today.
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