Getting into video can seem like a big task, getting it right first time can be even harder. What type of video content is best for your brand? Sookio's new video producer Colin Ramsay offers his expert guidance.
As the market and demand for video rapidly evolves I find conversations are more often about ‘what type of video should I do?’, rather than, ‘why should I use video?’ The reasons for using video are overwhelming and if you’re late to the party you can read more about it here , here and here.
I think it's more useful to share some background knowledge on the types of video content that you could start with to help generate some ideas. Video allows so much scope - you are only bound by your imagination and budget so it’s good to know what the main building blocks are so you can plan for some truly unique content.
Begin with the end in mind
Video reaches your audience like no other medium can, but you should always start with the question - what do I want this video to do? You may want to enhance brand awareness, drive SEO or promote a new product or service. The more clear and focused you are about what you want to achieve the better the end results (and the person behind the camera will love you for it!)
The main types of video content
The promo - the cruise missile of video content, essentially a targeted 1-2 minute front-of-house, call-to-action video to promote your product or service in a polished, engaging, highly concentrated way that will increase conversion rates and generate lots of sales opportunities. Here’s an example from the Dollar Shave Club.
The about us - bring your ‘about us’ page to life by showing off your story, your personal ‘why’ and your team. It emotionally connects your audience with your brand, the journey you're on and increases trust with your customers. I really like the way that marketing agency Quirk have approached this.
Tutorials - Don't tell your audience how to do something, show them. Get out in the field do your thing and take your audience through a step-by-step guide on how to use a product or technique, as Jamie Oliver does below with his tips on making perfect scrambled eggs.
There is no better way to learn and the feedback (through comments) is invaluable to your business. Also you could encourage product users to do there own video tutorials/reviews and reward the best ones.
Explainer - If you have a lot of information to get across in a short space of time or you want to explain a complex process then you need an explainer video. Your customers will rarely have time to read a ten-page document but they will watch a 2-minute video, animation is also great for this. We like the animation for our client Ateronon, explaining the scientific process behind their healthcare supplement in a video called The Humble Tomato.
Interviews - interview videos are the perfect way to inject some authority into your marketing content. Thought leaders, partners or any of your senior team sharing knowledge, insight and personality to camera can only be a good thing. TED talks are an extension of this.
Vlogs - there are many blog posts out there, and vlogs or video blogs are a great way to stand out. They’re inexpensive to produce, personality-driven, and quite possibly the best bang for your buck in terms of sheer engagement value. Here’s an example from Ashens, who vlogs about 'comedy, technology, idiocy'.
Customer testimonials - text based recommendations can sound a little phony, video testimonials when done right just feel more authentic, they build more trust and convert more leads by capturing the best quotes from your own happy customers in an engaging style. HP Vertica did it recently, showing how their customers are using their analytics product.
Culture - ‘what's it like to work here’ interviews, fun days in the office, pranks, celebrations, and everything in between. Show that your brand isn’t a 9-5 treadmill, but a human ecosystem with personality. They’re also great for attracting the right sort of talent and HR will love you for it. Here’s an example from Cambridge games company Jagex.
Webinars - free live online broadcast from an expert (usually from a laptop/desktop in the office or at home) to a registered audience that offer helpful, valuable insights. Good hosts will use webinars to encourage the audience to interact, ask questions and do mini polls etc. rather than just talk at them.
Live events - One step up from a webinar is an event video, which covers a corporate event, usually with short guest interviews, in a polished and highly shareable fashion. I filmed the recent Sookio Masterclass on politics and social media, see below.
Virals - not really a type, more a recent trend - virals are a video that becomes hugely popular through the process of sharing, typically through youtube, social media or email. Through design and a bit of luck the video has a very sticky, sharable quality - usually massive surprise, humour or just plain weird that grabs and keeps people's attention. Paired with a positive message it's a winning formula, a recent example of this was the ice bucket challenge that went global.
There are other types of video content and types will often merge and evolve but this list should help you get started. When you have an idea you like and want to talk about it please drop by and together we can start crafting some awesome content.
Look out for my next post to find out all the different video techniques available and how they can add value to your production - animation, timelapse, drones and much more.
New for 2015! Sookio offers video content
We're working with Colin to offer video content in all the formats listed above. As part of the launch we're offering a 10% discount to existing clients. For more information get in touch and let's see if we can bring your brand story to life!
Find out more about our digital content services, including video, copywriting, social media and design.