They say that a picture paints a thousand words, in that case, well, a video paints a million. Video is fast-growing in popularity, with 80% of all internet traffic expected to be video by 2020. Its use as a marketing tool is also growing, with over 70% of marketers planning to up their video content. No matter your business, you can benefit from using video content. But many business owners can feel overwhelmed when faced with the many types of video that’s out there. So, we’ve run through all the different types of video to consider and what they are best for.
The ‘about us’ video
It’s an oldie, but a goodie. The ‘about us’ or company profile video is a classic. It offers a more engaging way to introduce a company, compared to paragraphs about your business. A company profile video can also help shine a light on your team in a way that a team photoshoot never could! Company profiles can show shots of your team at work, your offices, any down-time, and interviews with some employees.
A product demo video
This one is an essential if you have a product that’s hard to explain. A product demo video can help show people exactly how your product works and the results they can expect. Make sure that you emphasise how efficient and simple-to-use your product is and show it off from every angle.
A product video is also a great way to make a boring product description much more interesting and add some animation to your webpages. Speaking of animation, your product video can either be in the traditional format of someone using your product, or it can be an animated video. With both kinds, make sure that your video is an informative as possible, and try to inject some humour or creativity to keep things vibrant.
A client testimonial
Testimonials are a powerful tool to convince someone to buy from your business. It’s even more amazing when a happy client is on tape.
Creating a great testimonial video just takes a few simple steps.
- Firstly, get yourself a wide range of different customers willing to be on film.
- Secondly, send them some questions beforehand so they are prepared. Things like who they are, how they discovered your company, and what they love about your product and/or service.
- Then, on the filming day, find out what makes them most comfortable on film. Often, having the camera at a slight angle and the customer sat down can help them relax.
A blog video (vlog)
Blogs have really taken off recently as a great way to engage your customers and also highlight your industry knowledge. But writer’s block can really strike at the wrong time. Blog videos help stave off the dreaded block!
Just like a normal blog, a blog video should show off your knowledge and offer some great tips. It doesn’t have to follow any specific format, you can do a talking head, an animation, a voiceover…it’s really up to you!
Live video does what it says on the tin, it’s video that’s live. It’s mostly social media based, with Facebook Live, Youtube Live and Instagram offering live streaming. It’s projected to be a $70 billion industry by 2021. The authenticity of the content and FOMO is what makes live video so popular.
Businesses should definitely take advantage of the channel. There’s a few factors that need to be considered, however.
- The environment of the video is important – it needs to be quiet and relatively well-lit.
- Make sure you’ve got a strong internet connection.
- Consider using a small tripod to stop the video-shakes.
- Try practising beforehand (although not live – you can just do some practice videos via your phone to get comfortable with the format.)
As for ideas for your live video, you can do Q&As, product unveilings, or videos of an event. Whatever you choose, make sure it’s exclusive to only your business – that’s what draw people in and keeps them coming back for more.
Some last considerations for your video
Video is an incredibly powerful marketing tool when used in the right way. As with all video, think about your audience and how best to convey your message to them. Would they prefer an animation, or a talking head? Also, think about where the video will be presented and whether that influences your format and timings.
The rise of video has been rapid, and it’s certainly here to stay. Starting off with a few small video projects to test the waters with your customers is a relatively easy and low-cost step. It can lead onto much bigger video projects, which will make more customers come rolling in. So, are you ready for your close-up?