We’re now entering a “post-text world.” Multimedia will soon control every channel. Using writing to communicate with your targeted audience is going out of style.
As a marketer, you know that this means updating your digital strategy or creating something completely new. But the world of multimedia can feel overwhelming. If you want to make videos, where do you start?
First, we recommend that you identify your purpose. Describe your goal for the video content in one sentence. In general, there are three main aims of video:
Awareness: Get on the radar of your customers. These videos generally have high entertainment value and broad appeal, so they attract more and more people.
Engagement: Spark a reaction, whether it’s a like, comment, or share. Videos in this category are usually in line with the sentiments of the audience.
Education: Teach your audience something. If you are targeting potential customers, this can mean a customer case study. If you’re targeting existing customers, this how-to video might be a good fit.
Now that you know your goal and videos with different goals, let’s dive into the specific categories.
1. Non-Brand Focussed Marketing Videos
Today, the most significant opportunity for brands to meaningfully reach their audience is not to talk about themselves. Potential customers don’t really fret about you or your business. They care about what they can do to solve their problems and how they can add value to their lives.
It means entertaining, inspiring, and informing your audience. The subject of videos may be “brand-related,” but these videos are not focused on your company, product, or service.
The focus is on the actual value to the viewer. There are three types of non-branded videos:
1. Branded Informative Videos: Any video whose primary purpose is to convey valuable knowledge or information that is not brand-focused and is backed by solid branding.
2. Branded Mini-Docs: Any video that is not branded providing a focused, factual story or report supported in some way by simple product placement or great branding.
3. Branded Entertainment: Any video whose key purpose is to entertain, supported somehow by modest product placement or great branding.
2. Roundups
Roundup videos are lists curated around a theme, such as “The Top 5 Best smartphones in 2021” or “5 Top Digital marketing agencies in Palm coast.”
The most effective are:
- Relatively short: Aim for four minutes or less to engage your audience
- Visual: Don’t just talk to the camera; Mix in clips or stills of the people, products, or places you’re describing
- Miscellaneous: Give your audience multiple options, so there’s something for everyone
3. Brand Videos
The purpose of these videos should, in a way, be to introduce yourself to your audience. Tell your targeted audience the story of your brand, explain your core values, and make them believe your company is unique and worth their time.
A great way to make your brand videos stand out from others is through animation. Animation offers many possibilities to showcase your brand creatively. It provides emotional and visual stimulation and leaves the viewer in a good mood.
Animations also allow you to incorporate a brand character. Between ads, product packaging, and storefronts, your audience comes face-to-face with more brand names every day than they can remember. While it’s easy for a firm name to slip through someone’s mind, they’ll have a much easier time remembering the face of a memorable character. When you’re putting these videos together, think short, funny, and unique.
4. Educational Videos
We all love to learn new things. If brands find a process to make learning quicker, faster, and more fun, even better!
At the top of the funnel, a lot of your target audience is searching for new information – that’s where educational videos come in. Educational videos provide real value to your audience that they can apply in their daily lives.
5. Vlogs
Blogs are great. Vlogs or video blogs are much better. Most companies slow down video marketing after being splashed on polished “brand presentation” videos. Sure, it looks great on the landing page and revolves around social media, but if you can’t bring in a new influx of business, the appeal of video content will sway your return.
You should know that not all video content needs to be an Oscar-worthy production. Vlogs offer a cost-effective platform for your brand to create a unique brand voice and an appealing image that echoes your target market.
It’s cheap and easy to create a short vlog, obvious, nothing more than a smartphone or webcam, possibly an original script written on the back of the napkin. This authentic approach provides reliable, human-quality video content, not super-sleek, corporate production. What about the total cost? A cup of coffee.
6. Company Culture Videos
Company culture videos help to show off the personality of your company. With this type of video marketing, you will want to shoot videos with your mission and values in mind. These videos build trust between your business and the public, primarily if you focus on your mission and commitment to values.
Culture-related videos are also great for recruiting new employees. If your company looks like an excellent place to work, people love to join.
7. The Explainer Video
If your business offers a service or item that doesn’t make sense immediately, an explainer video on your homepage or landing page may be just what you need. These videos usually consist of animation with a voiceover explaining what your business offers to the audience.
Explanatory videos do not need to be animated. The time-lapse of illustrations, a live-action recording, or any other visual way of telling your story is equally appropriate.
Conclusion
No matter what you’re trying to do for your business—whether it’s promoting a product, sharing your vision, or connecting with customers—high-quality, professional video content it’s all you can do. Start creating videos to grab your audience’s attention, and build your brand more dynamically. You can contact us to get more info on video marketing or social media marketing. Our experts are here to help you. Call now!