“We’re thinking about doing a video”
I hear these words quite often when I meet someone new and tell them a bit about HC and our services. And I jump at the chance to ask questions: developing client videos is one of my favourite creative outlets.
Interestingly I hear about the desire or wish to do a video, rather than:
“We have a great brand video” or “Our last campaign included video”.
We tend to stick with what we know or gravitate towards what feels easy - and marketing channels are no exception. Some channels feel more “doable” than others.
I know brands who go crazy for social media, because they feel comfortable in this space, or likewise they pursue traditional channels like print advertising over digital channels, because they have been using them for longer.
So, let’s take some of the mystery out of video, because it’s easier and more important than you might think. According to HubSpot, more than 50% of consumers want to see videos from brands over other types of content.
Seven common types of videos
As with anything you do, you want your video to be strategically sound: it needs a purpose for being. So, think about WHAT you want your video to deliver for you and then consider what TYPE of video will help you get achieve that.
1. Brand video
Your brand video will help tell your customers what you do and what you stand for as a business. This one is worth investing a few dollars in. Just make sure you leverage your investment well with a good rollout plan – don’t just stick it on your website and hope for the best.
2. Product video
This is your chance to show your customers what you do and help them understand your products quickly and easily. Would you rather read a spec laden brochure or watch a quick video?
3. Thought leadership
If you want to position your brand or someone on the team as an industry leader, video is a very useful tool. An interview with an industry influencer is a powerful way to align your brand with theirs. Likewise, you can build trust and authority when an internal expert gets in front of the camera to express a point of view: you open a window to your brand, demonstrate your expertise and become more accessible and real.
4. Event video
Give your events a longer tail by creating a showreel or a series of interviews from your events. Conferences, round tables, field days, open days and fundraisers all lend themselves to video content for your marketing channels.
5. How-to video
Show what you know. Enough said.
Case study videos from your satisfied customers help third party endorsement for your brand and will show your customers how their peers are doing things.
7. Vox pops
In journalism, vox pop or man on the street refers to short interviews with members of the public. Have some fun with this one and put your Andrew Denton or Anh Do hat on and get talking to people for what is often really fun and informal footage – great for your showreels, social channels or newsletters.
I will add one more type of video: the one you film of yourself, to express your point of view or weigh in on something. LinkedIn and Facebook are full of these and they are a great way to offer up your expertise and make you appear approachable and trustworthy.
For some videos, like your brand video, you will need to work with a quality supplier. For these “to camera pieces”, just film them yourself, in fact, the in-the-work-shop or at-your-desk back drops work really well. So get filming!
If you’re ready to make video part of your 2020 marketing strategy, talk to HC today.