As the channels available for content marketing continue to expand, planning a new brand video can feel overwhelming if you don’t start with a clear vision in mind. It’s not enough to select video as your medium of choice; you need to create a variety of video concepts that will contribute to your business goals in different ways.
One of the most important considerations when planning new video content is what style of video you choose to produce. For example, B2B marketers need entertaining videos to initially attract customers, and then heavier-hitting pieces to educate and drive leads through the funnel toward an eventual purchase.
Whether you’re unsure of which style will help achieve your goals or are simply unaware of the variety of videos suitable for B2B marketing, you can probably learn a thing or two from this list. Here are 4 video types you should produce and include on your website right now:
1. An Explainer
One of the best ways to convey information to your audience is to simply spell it out for them. When first presenting your product or service, you’ll need to explain your primary function and how you deliver value in an explainer video. When describing the features of a new product, explainer videos are an easy way to communicate your unique selling proposition in 1-2 minutes.
Explainer videos are successful marketing tools because they help establish your brand as an industry authority through simplifying, describing, or teaching relevant subjects. An explainer style video, which can be used to answer common search queries, tends to create naturally SEO-friendly content—which is great news for your online visibility.
In this example explainer video, Efinancial Wholesale presents key points in an organized manner to keep the clip concise.
Watch that you don’t fall into the trap of equating this utilitarian video style with boring. Whether you opt for fun animations or a cheeky twist on an industry tutorial, be sure to keep things interesting while also providing the facts and useful information your audience is anticipating.
Focusing on 1-3 points maximum per explainer video is ideal. You should also ensure your video is easily accessible for anyone new to your brand by embedding it on your homepage. If you’re working within a tight budget, PowToon is an excellent resource for creating explainer videos.
2. Some interviews
An alternative to tutorials, interviews can function as a great way to convey information without feeling like you’re shoving it down your audience’s throat. Interviews are also less rigid than you might think, since you can incorporate variety by speaking with a range of relevant individuals, including industry experts, members of your team, or consumers who can offer testimonials about your product or service.
Like explainer videos, the interview format is popular and well understood, resulting in organically optimized content that will increase traffic to your site when used with proper distribution techniques. The trick to a great interview is to ask open-ended questions that will play into the interests and concerns of your audience.
In this example interview series by Cisco, the brand uses humour and improv to lighten the mood and keep you attentive.
Aside from setting up the perfect shot and ensuring your interviewees’ answers are audible, there isn’t excessive behind-the-scenes effort required for video interviews as with many other production styles. This means you can produce video content more frequently by introducing interviews into the mix.
3. The Animated Hit
The beauty of animated marketing videos is that the possibilities are limitless. Although the idea of animation often evokes thoughts of childish cartoons, creative marketers can develop very effective, informative, and engaging video content using animation.
Animation facilitates branding opportunities that don’t quite work with live action clips, such as the introduction of a mascot or unique animation style to be associated with your company. You can create short, fun, memorable videos that entertain and inform your viewers. Another benefit of animation is the potential to depict just about anything, including complex concepts that your audience may otherwise have difficulty visualizing.
The animated video below creatively depicts the tools and services offered by CrazyEgg with visuals that make them easy to understand.
Use animation to expand your creative horizons and to cultivate a fun new dimension to your branding efforts. If your budget won’t allow you to enlist the help of professional animators or motion graphics producers, free sites like Animoto make is easier than ever to create your very own video presentation.
4. A Culture Video
It seems like every major company has at least one culture video, but there’s a reason this style is so prevalent. Culture videos allow companies to speak to their consumers, partners, and potential recruits in a personal, often casual, way. You can breakaway from corporate stereotypes to showcase the hardworking team behind your awesome product or service, humanizing your business and building brand identity.
Whether your company is quirky or conventional, make sure your culture video is an authentic representation of your brand; otherwise the result will feel phony and forced, casting doubt and insecurity over your branded identity.
This quirky culture video spoof created by Twitter and the more genuine alternative below by Balihoo are both effective for different reasons.
Try producing a culture video that sends out positive vibes while showing off your talent, passion, and team, so that customers and future employees can gain a deeper understanding of and appreciation for your company.
The Final Take (Away)
It’s important to produce video content that not only supports your larger marketing goals, but also conveys your message in a way that is appealing to your target audience. There’s no question that video has become a staple medium for content marketers, and depending on your strategy and branding goals, several of the production styles listed above may be appropriate vehicles for your content.
Regardless of which video style you undertake for your next marketing project, remember to include a powerful call to action that will resonate with viewers. Entertaining your audience with flashy visuals is great, but not very beneficial to your brand without the accompaniment of a clear call to action, or in the case of YouTube distribution, a link back to your website.