Little Big

6 kinds of video and how to use them to get your brand seen online

So you’ve heard that video is cornering the marketing, er, market right now, but you can’t quite figure out how to translate your particular business into moving pictures? Here are 6 formats to help you get started.

1. Explainers
An explainer does what it says on the box: It explains your product or service to a potential client, showing them how you can solve a problem they have. These videos use simple, concise language and often include satisfying animations of your process, or easy-to-follow infographics. (Tip: Embed your explainer above the fold on your homepage to improve your bounce rate).
EG: Iyami

2. Brand videos
A little more conceptual than an explainer, this is your business made visual. It’s your chance to dive into brand storytelling – really telling the viewer who you are and what you stand for. Depending on your business, a brand video could be punchy and quirky, cinematic, or human and heartfelt.
EG: Under Armour

3. Testimonials
You know what potential clients like to see? Other satisfied clients. This is just how we are as humans: Before we spend our time or money on something, we want to know that somebody else has done it and enjoyed the result. As marketing guru Donald Miller says, ’Great testimonials give future customers the gift of going second.’ Sure, written testimonials on your site are good, but you can’t beat a talking head if that head is talking about how much your product improved their lives. Alternatively, animate a written testimonial alongside an image of that happy customer.
EG: Fort Street Veterinarian

4. Product demos
A good demo can be the difference between someone hitting ‘add to cart’ – or clicking away. This is your chance to highlight the USP of your product or provide a step-by-step of how it works. Not only does seeing something taken for a road test build trust, it also helps customers envision themselves in that scenario with your product.
EG: Nespresso’s CITIZ&Milk machine

5. Company culture / BTS
Remember that (unless you’re Nike or Apple) people mostly want to work with people, not brands. Humanise your business by putting together a few off-the-cuff Q&As with your team. Questions can range from appropriately personal to quirky ice-breakers. If you can include honest feedback about why they believe in your brand without it sounding forced, even better. Alternatively, take viewers behind the scenes into your office/studio/factory/kitchen so they can get a sense of your working environment and culture.
EG: Mailchimp: Joanna

6. Live streaming
Whether you’re streaming an event, doing an informal Q&A or dropping a big announcement, live video allows for community interaction in real time. The comments section pops off in a way that’s very different to static posts, and you could even give individual commenters a shoutout or answer questions posed on the spot, building on that sense of community. In the below example, the CEO of Birchbox (which sends monthly boxes of make-up samples to subscribers) test-drives a mascara with a rep from Benefit cosmetics. It’s a simple, low-budget video, but viewers got helpful tips and could also answer trivia questions in the comments for a chance to win a prize, which meant high engagement for very little overall spend.
EG: Birchbox on Facebook Live

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