With increasing internet speeds and the capability for fast, efficient video streaming, websites like Youtube have exploded in popularity over the last ten years. High-quality online video has become the norm in today’s digital marketing world and has created new opportunities for marketers to reach out and connect with audiences all over the world. Investing in great video content can definitely be worthwhile but it is important to determine what type of video suits your company and needs.
Types of Video Content
As with other types of content, your video marketing should embody your unique brand image. There are several different types of video that you can consider including in your content marketing strategy, and the tone, voice, and style of content will vary depending on who you are as a brand. Some brands do very well by incorporating a strong and relevant sense of humor into their content, whereas many B2B companies are better off with a sleek, professional tone and aesthetic.
- Company intros | These types of videos introduce who you are as a company, and what products and services you provide.
- Product demonstrations | If your company sells a tangible product, videos demonstrating how to use it have great potential be interesting and engaging.
- Customer testimonials | Your satisfied clients and customers are some of your brand’s greatest assets, and positive testimonial videos can go a long way toward building a trustworthy reputation for your brand.
- How-to videos | Tutorials provide unique value to your audience by providing actionable advice. People routinely look for guides on how to do something, and by meeting those needs, you can gain an edge over your competitors by bringing in traffic.
- Vlogs | Vlogs, a form of video blogging, are another video content option. These are great if someone at your company is charismatic, or if you’re trying to establish your personal brand or your company as a thought leader in your industry. You can discuss recent industry news and trends, creating timely, informative, and valuable content.
There are several platforms where people routinely post video content. Different video sites can be better for different brands, depending on your audience and your content.
- YouTube | Launched in the mid-2000s, Youtube is the clear leader among online video hosting websites. If you’re going to create branded videos, a Youtube account is a must-have. You can also easily embed your Youtube videos elsewhere, including your own website and social media posts, to better distribute your content.
- Vine | Vine is a unique platform that’s almost like a video equivalent of Twitter. Just as Twitter imposes a 140-character limit on posts, Vine videos have a maximum length of six seconds. This may sound absurdly constrained, but the capacity of Vine videos to be funny, entertaining, and creative can be quite surprising. Vine isn’t necessarily right for every brand, but if you have a lighthearded brand voice, a sense of humor, and a young, internet-savvy target audience, Vine marketing is definitely worth exploring.
Costs and Resources
Producing a great video for your brand may seem out of reach, but with the help of a professional videographer and/or editor it can be a simple and affordable option for your next marketing campaign.
You may want to consider working with:
- Video producers and editors | Choosing the right producer and editor can be a key step in the process. You want to make sure whoever you are working with understands your goals, style and brand. Ask to see examples of their work to get a feel for their style. This will help determine if they are the right fit for you.
- Writers | You may or may not need a writer to produce a script for your video. This is up to your discretion, but a writer with experience in video scripts can add considerable value to your project.
- Actors and voice-over artists | Not everyone is naturally charismatic on camera, and you may need to hire a professional to appear on camera or provide narration for your video.
Rather than handle all of the facets of video production yourself, it’s often wise to partner with a digital marketing firm that has the resources, skills, and industry knowledge to work with you to create great video content. They know exactly how to appeal to your brand’s unique audience, catering to their tastes and sensibilities to create video content that converts. Working with a firm’s seasoned marketing experts is the most effective way to harness the power of video marketing to make a genuine connection with your audience, providing you with the tools and resources you need for success.