“We have a great brand video” or “Our last campaign included video”.
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?
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.
If you’re ready to make video part of your 2020 marketing strategy, talk to HC today.