In this post, we’re going to look at the 8 videos to enhance a brand in what is now the new ‘normal’.
Popping in and out of Zoom calls has made people far more comfortable with the camera. As a video production company, that’s great news! But there’s an even bigger shift at play.
Whether you’re a restaurant looking to emphasise you’re safely back open for business, a charity wanting to connect with fundraisers, or a business looking to launch a new product or service, video is now the go-to vehicle. It’s no longer a nice to have, it has become much more pivotal than that as organisations look for the most direct way to reach their audiences. This year has practically pressed the fast-forward button on video as the way to go.
However, there are many different types of video, far more than what we have scope to cover within this blog. Just think how many video ads you see on Social Platforms like YouTube and Facebook Video.
As a team, though, we had a few discussions around what should make the top 8 videos to enhance a brand, and here they are:
Demo videos (or promotional videos) are typically used to showcase how your product or production process works. This could be taking viewers on a virtual tour of your factory or processing plant to show how a product is made, or it could be a quick ‘how to demo’ on how to use your product for the first time.
In a post-covid world, these types of videos are becoming even more popular. For instance, more people have tried their hand at DIY, learned how to use new tech, and even attempted teaching! Demo videos have come into their own and are here to stay.
Also known as instructional videos, educational videos can teach your audience something new or help them to gain a better understanding of your business and its solutions. For example, we recently produced a film for Greene King reassuring its customers of the measures it has put in place to welcome people back. Please view below:
In the absence of physical conferences, there’s been an increase in digital events with businesses being allocated a ‘virtual’ space to showcase their services. Filmed interviews with business leaders have quickly become the norm and a great way to build trust and authority. For businesses looking to connect with other influencers who share their views and discuss the challenges and solutions within their marketplace, ask-the-expert films are a great way to engage.
Now that houses can be purchased by taking a 360° online tour, there’s quite the appetite from consumers who want see a product or experience a venue from almost every angle. It’s the next best thing to physically being there. This spherical video style allows viewers to navigate and even control their experience. Although it’s not yet mainstream, we will see more experiential videos where the consumer is in the driving seat!
Explainer videos have almost dominated the video scene in recent months. They’ve certainly been easier to create during ‘lockdown’ than other video featuring new footage of people. They tell a fictional journey of your company’s core buyer persona who may be struggling with a problem. This ‘buyer’ overcomes the issue by buying your business solution.
In the absence of being able to say thank you in person, personalised video messaging is a great creative alternative. There are already some fantastic examples within the charitable fundraising space, but this highly personal approach can be of real value to businesses too. Personal video messaging creates a memorable moment and hints at that type of service or communication a customer can expect from you.
Remember, your prospects want to know that your product can solve their specific challenge or meet their expectations. One of the best ways to prove this is by creating case study videos that feature your customers. Now that we’re able to safely film with social distancing measures in place, we’re seeing a resurgence of this type of video. If you’re a brand that went to extraordinary lengths to help your clients in recent months, now’s a great time to invite them to talk about their experience.
We’ve all heard about repurposing written content, but how about film? For some of the brands we work with on an ongoing basis, we’ve built up quite a ‘library’ of footage, which means (in the absence of not being able to film), we have been able to still create some relevant video content to engage audiences. You do have to have a certain level of technical skill though to ‘blend’ footage in this way. You might choose to extend a video with a new message or even combine real-life film with animated content.
Whatever type of video you choose to make or have commissioned, you just need to make sure it serves a strong brand purpose. People are so much more emotionally driven than they have ever been – they’re looking for an experience through the content they watch. If you have a concept that can make them ‘feel,’ you’re already halfway there.
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