The growth of online video is exploding and for a good reason. There is no better storytelling platform than video to build your brand, connect with customers or clients, and convert visitors into customers.
Building a video strategy into your marketing plan is a must. Businesses need to tell their story and differentiate themselves in the marketplace and video is quickly becoming the medium of choice. But where do you start?
First, determine the type of video to produce. Depending on your business model and the type of products or services you bring to market you’ll want to choose one, some, or even all of the following formats for use in marketing to different audiences. Here are a few types of video
Storytelling videos connect your brand or company with potential customers. Usually done by the company founder or spokesperson, these videos are heartfelt, relating the story of the company’s founding to an audience. By sharing the mission, vision, and values of the company.
Example: Dollar Shave Club & Bite
Explainer videos break down your company’s products or services into short digestible segments to quickly and succinctly show your product or service. Think of an elevator pitch in video format. Using text, b-roll, and photography overlayed with music, this is the simplest way to get started with video. These can be lower budget, and combine different media into a polished piece that help you explain what’s unique about your business and why customer’s should care. Make it simple, clear, and to the point.
Animated videos are one of the most popular formats for business video. Often times combined with explainer videos, these are another way to quickly explain what your product or service does in a fast digestible and creative way. Often more entertaining than a talking head, and a way to make something as boring as banking, appear in vogue, animated videos are as entertaining and creative as they are helpful and attractive. Include a call to action, and connect your video to a special offer.

Focusing on one specific part of your business, product features highlight features and benefits of your product or service. Product features help with the positioning of your brand, company, or service in the marketplace by demonstrating what sets your product apart from competitors. Showcasing your product, giving 360 degrees views, cost and benefit analysis, give your company the edge with feature videos.

How to videos are easy to make and are demonstrable in nature to show people how to use your product or solution. Different than explainer videos, how to videos are for do-it-yourself products or services. Think tools or products that need instruction or directions to use. Video is the simplest and more modern way to give instructions.
Determining the right video format is a big decision. Working with a marketing firm like ours can help guide you through the process and create the right script to reach the right people with the right message.
Once you determine the type of video that is going to speak best to the audience and represent your product or service, you need to develop a distribution strategy. That’s what we’ll talk about in our next post.
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