Contrary to popular belief, much more goes into making a good video than most people think.
End goals and objectives must be planned. A target audience must be defined, as well as what you want people to do once they watch your video. These items must all be properly laid out if you want to set your video up for the highest probability of success. Equally important, however, is figuring out what type of video format is going to best suit your needs. If you’re unsure what will work best for your business, here are four popular video formats that will likely fit the bill:
With a branding video, you’re trying to show your audience the truth of your product, as well as what it represents and its value in the market. Branding can be seen online through event videos, vlogs, webinars, vines and online presentations. Currently, the trend is short 30-second clips that are creative, humorous or action packed, most of which can be viewed on vines and on YouTube.
Over the years, there have been some powerful videos that bring you to tears while simultaneously promoting a product or a service. Storytelling is the oldest way of relaying information to others – it’s timeless and classic. With a strong story told on camera, you can easily emotionally stimulate people while marketing your product.
A good example? The Budweiser Super Bowl commercial about a horse and a calf that were friends at the farm. The horse was then taken away and two years later, they reunite. It has nothing to do with drinking Budweiser, but after wiping away tears, you feel like drinking a Budweiser. Storytelling on camera is an amazing method to convey a message.
Depending on your product or service, your audience may be curious to know how your products are manufactured or what goes on behind the scenes. For a documentary, you will need to create a story line so that you don’t film a string of clips that cannot be clearly connected.
A good example of a documentary style video is McDonald’s, which shows how the company makes its french fries and burgers. It serves as a great way to knock down competitors and reaffirm trust in the marketplace.
Sale videos are self-explanatory, because their goal is to do one thing and one thing only: sell your product or service. Most people, when they think of a sales video, picture an old man with a monotone voice in front of the camera for five minutes. This may have worked in the past, but it most likely won’t work today, so if this is what you’re thinking about producing, you may just want to save your money since you’re probably not going to see the type of ROI you would need to justify the costs associated with its production. If you’re going to produce a sales video, creativity is key. Use comedy, wit and/or facts to get your message across. Also, if you can swing it, having a celebrity, authority figure or engaging actor supporting your product can work wonders.
Now that you have a better understanding of the most popular types of video formats available, it’s time to evaluate each of them to figure out what’s going to make the most sense for your business. This is an important step in the video marketing process, so make sure you weigh the pros and cons of each before you make your final decision. After all, the success of your video marketing campaign depends on it.
If you’re struggling to figure out what type of video you should be using, give us a call today at 410-893-3334. At SR&B Advertising, we’re experts in the field and are happy to help assist you during this critical planning stage.