Brand videos are a crucial part of your company’s success in the digital world. However, the success of these videos is based on two aspects: your viewers and the videos itself. In a way, these two aspects are interdependent; the type of video you choose to work on should be based on the likes of your target audience.
Your main priority, when putting out a brand video, should be to appeal to your viewers so you can get the engagement you need to build your brand. To understand the kind of videos your target audience likes, you need to understand your target audience and what category they fall under.
1. The Professionals
These types of people are usually found on LinkedIn, or closed groups on Facebook. There is a small per cent of professionals on other platforms like Twitter but, unless you’re exclusively aiming for them, it is better not to waste your resources here.
Videos made for professionals should be concise and to-the-point; even if they are long, the content shouldn’t stray away from the main points. In short, they should be strictly professional. That being said, you should not use this as an excuse to churn out sleep-inducing videos; professional does not equal to boring so you need to think extra out of the box to find that perfect balance between professional and fun.
a. Comparison Videos
Comparison videos are widely popular in the B2B circles, mostly because business executives are constantly looking solutions for one or the other business problem. When making these videos, make sure you’re highlighting the best features of your brand without unnecessarily defaming your competitors.
b. Case Studies
Your prospects look towards your case studies to figure out whether or not you are reliable, whether your brand fits in with their work culture, and how you handle your clients. So, while making these videos, make sure to put your best face forward while being honest.
Your prospects look towards your case studies to figure out whether or not you are reliable, whether your brand fits in with their work culture, and how you handle your clients. Reach out to past and current clients with whom you have a good professional relationship to see if they’re willing to be a part of the case study. These videos take a while to produce depending on whether you have to do the filming yourself or if the client has their own video team but the end is always worth it if you get new prospects in return.
c. Full-length Product Demo
A full-length product demo allows your prospects to understand your product or service at their own pace. This shows them that you are a brand that is willing to adjust to fit in your client and make them feel comfortable.
Expert videos help you establish industry expertise. It marks your knowledge dominance in the industry flooded with brands and businesses. A high-ranking leader of the company such as the CEO, VP or CTO, speaking regularly on subjects that concern the industry domain gathers a lot of leverage. These videos can be short bursts of quick tips and tricks, or slightly long discussion videos or keynote speeches.
2. The Casuals
The people who fall under this category are found on platforms like Facebook, Twitter, and Instagram; basically any popular social media platform other than, maybe, LinkedIn. The videos aimed at these people need to be fun, laidback, and entertaining even if the message is anything but. You need to find a way to relay the most boring information in the most fun way; this will require you to use every last bit of your creative resources. So it’s safe to say that making videos for casual people is a very serious task.
a. Video Blogs
Video blogs or vlogs are exactly what they sound like — blogs in the form of video. No, this doesn’t mean you sit in front of a camera and recite one of your blogs; for formal or professional vlogs, you pick a topic and talk about it for about a minute or two. You can have a script but it should read like a conversation (albeit one-sided) and you are allowed to improvise when you face the camera.
b. Casual Social Media Videos
Casual social media videos are, well, they’re not produced; they don’t have a script or actors or props or a stage. They’re just videos you’ve taken on a whim, like during an event. They’re easy to produce and easy to film but you need to give it a good thought before actually posting it. Casual videos are often unedited (to keep it authentic) and riddled with inside jokes or jargon that your viewer might not get, no matter how funny or obvious it might be for you. So, before posting this video, ask yourself if it really fits in with your strategy, check to see if the language used doesn’t offend your viewers or hurt your brand, if needed ask someone who wasn’t there while the filming to watch it to gauge their reaction and get a feedback.
c. Animated Videos
No matter how serious the content, animated videos still hold an air of informality, making it perfect for platforms like Facebook and Twitter. Whether you want to relay information about your product, talk about your brand, or simply put out a fun video for your audience, you can almost never go wrong with an animated video. The biggest advantage is that a well made animated video has the potential to break down and simplify the most complex concepts to people scrolling by. And in today’s tech-savvy age you don’t even have to wait to afford a professional animator or motion graphics designer; you can find free tools that will do the same at a cheaper cost (but always go for professionals when you can afford to).
d. Company Culture Videos
Now, company culture videos are really fun to film (especially if there is a cured animal involved). Through these videos, your audience gets a look into how your company works. But, instead of churning out a boring, generic video, you have the opportunity to get creative and think of new ways to give your audience a behind the scenes tour.
Maybe try imagining what the office looks and feels like through the eyes of your office pet (if you have one), or take the generic video template and give it a funny (or sarcastic) spin; the options are endless. Other than this benefiting your brand building, it is also great for the employees. While making this video, they get to come together, have fun, and learn more about each other, which is a great big dose of the healthy work environment.
3. The Scrollers
We live in a world where serious thoughts are expressed in 140 characters, jokes are told in 7 seconds, and night-outs are highlighted through stories that last not more than a few seconds. The Scrollers are the ones who thrive in this environment of ‘come-and-go’; they can be found on literally every platform. So, it is obvious that these people prefer shorter videos from brands, regardless if they are professionals looking for business solutions or simple someone scrolling through their feed.
The average run time of videos created for scrollers is 2-3 minutes; they can be shorter — like the 40-second pre-video ads on YouTube — and can be stretched out to be up to 5 minutes long. It should be noted that this runtime does not reflect on the production time; a 2-minute promotional video can take anywhere between 1 hour to several days to produce.
a. Short Features/Teasers
If you go to Netflix’s “Coming Soon” section, you will find new shows that you can’t wait to watch. This is basically what short features are — teasers that will intrigue your viewers to stick around for the main show. You can take a page from movies and TV shows and edit already existing full-length videos, showing only what you think your audience will find intriguing or you can make a video out of scratch. The basic point here is to make the audience ask for more.
b. Produced Social Media Videos
Basically, these videos are the ones that are produced specifically for social media platforms, mostly for the pre-video ads. The point here, much like in teasers, is to capture your audience’s attention enough to make them want to know you more. The challenge is that you will have barely even a minute, sometimes a few seconds, to do so. Therefore, you need to use bold fonts, catchy music, alluring content and vibrant colours to get your point across.
c. Promotional Video
You make promotional videos when you want to promote a product, service, or event. Like with every other kind of short video, you have a limited number of minutes to maximize your viewer’s intrigue in whatever you’re promoting. The main aspect that sets this kind of video apart from other short videos is that you need to include a call to action that encourages the viewers to either buy the product, sign up, or save the date for the event; in other types of videos, CTA is helpful but mostly optional.
d. Social Videos
While you post promotional videos before an event to encourage people to participate, social videos are posted after the event. It’s a way to rake up the engagement and get as many new followers as possible while the hype about the event is still going. These videos are short teasers that say, “Look, here’s what you’re in for if you see the whole video!” Because the content you need to make these videos already exists, the production time is not very much; you just need good editing skills.
4. The Learners
These people are always out looking to gather new information and learning new things. If you go through their search history, you will find that the majority of the searches include the words ‘how to’ in some shape or form. Long videos are made for these people and are mostly uploaded to YouTube or on your blogs to accompany the written content. You can put these videos on other platforms but, unless very well done, the chances of them gaining any traction are slim.
Another scenario where you can get away with posting long videos is when you come out with a brand new product or a major product update. Here, you will have to tell your existing customers and new prospects about this product or update in detail.
The runtime for long videos can go up to 10 minutes, any more than that only increases the chances of the video being skipped (unless you’re a full-time, professional YouTuber). The production time of these videos is also, naturally, longer, lasting anywhere from days to weeks depending on the content you’re covering.
a. Testimonial Videos
It is an open secret in the business world that your customers trust each other more than they trust you, and there’s no better way to take advantage of this fact than testimonial videos. If done right, testimonials can be just the thing to convert your leads into paying customers. These videos show your leads the positive impact your brand has left on the lives of people like them, and since it’s a video, they can see the people and judge the sincerity of the video (if you choose to not use actors). Seeing your brand in action in the everyday lives of real people is a lot more engaging than reading a blog about it, no matter how well written the blog might be.
b. Explainer Videos
Selling a complex topic to an audience that does not understand it can be tough, but thanks to explainer videos, it’s not impossible. Whether you’re introducing a new concept or answering FAQs related to your brand, explainer videos make things a whole lot easier for both, you and your viewers. Since you basically have to explain the workings to the audience, you just have to focus on keeping the content simple and executing the script in an easy-to-understand way. Also, since these videos explain the basic concepts of your brand, they also help get engagement no matter how long ago you posted them unless the concept becomes obsolete (even then, they will be viewed by a few people).
c. Product Videos
Product videos are basically explainer videos made specifically for products. The only difference here is that, while explainer videos are evergreen, product videos can be replaced by product update videos, effectively reducing the engagement it will get. However, these videos are great to get a bulk of engagement in the first few weeks of the upload. Also, it is vital that you make and post these videos around a new product launch or a major update, especially if the product is complex.
d. Event Videos
Event videos are essentially the longer versions of social videos that you upload either to YouTube or on your website/blog. If you have videos from an event, you can use your editing skills to put them together to make one long video. Another option is to preplan this video before the event and shoot the video accordingly. Event videos can range between 10 minutes to 20 minutes.
No matter how well done your video is, if your audience doesn’t like it, it’s useless to you, and all your efforts will go down the drain. So it is vital that you know what kind of videos appeal to your audience, which means that you will have to figure out what kind of audience you have and tailor your video strategy accordingly. You also need to know when to post what video, what platforms are best for your brand, and how you can stand out to your target audience. This means that you will have to do a lot of research to shape up a social media video strategy and brand video strategy that will give you optimal results and keep your audience happy. This blog was simply a start, a brand video 101, and hopefully, you got to learn new things that you can use to further build your brand.
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