Video Ideas For Your Business
Video is your best marketing partner.
When you want to grow your business, you will find many occasions in which videos will give you the best marketing ROI. I am going to address a few different types of videos you may want to keep in mind in this article.
When you want to promote your business, there are so many ways to go that making choices can be hard and not always successful; spotting the right video approach early on can save you time and money. Also, depending on the size of the business, the types of videos that will give you the best return vary from company to company. This is something we help each of our clients with – making the right choices for them specifically. . This article will hopefully help you on your path of making good decisions in video marketing.
Service Explainer Video
If you are a service provider, you should have a video explaining the nature of your service for a couple of reasons. Most markets are saturated, and unless you are completely unique in your space, you will have your competitors. To stand out amongst them, you have to reach your customers on various platforms, with only a few seconds at your disposal to grab their attention and make your case. Video is a multi-platform marketing tool; if the video has viral ingredients, there’s a good chance for it be be shared by its audience.
If the service you are offering is complicated to understand, an explainer video will help to simplify things for your potential customers, and make you approachable. You can outsmart competitors by making a service explainer video that weaves in advantages you offer over competitors, and deliver that information in an organic storytelling way. You can address direct benefits to customers such as cost (i.e. lower when compared to competitors), a more friendly UX design, geographical benefits (locally produced etc.), or extensive customer support. Alternatively, you can communicate indirect, “soft” benefits such as a respectful corporate culture (i.e. being a social venture that solves larger societal and environmental problems), brand image (global brand, celebrity attachment), additional certification of the business (eco-certified, fair trade business), or the likeability of your business founders. Many things can be said, but you have limited time to make your case to your audiences because of continuously decreasing attention span. In our world as a production company, we spend all day as professionals to find new ways of how we can achieve the best audio-visual communication by keeping it short and entertaining. This is a quite challenging undertaking – hence so few videos rise above the rest.
“Use Cases” Video
When customers want to buy a product or subscribe to services, videos can showcase different use cases to suggest how other people would use the same product and services. This video type can allow discovery and give reassurance to its viewers. When people consider buying a product or service, they usually already have an idea why they want it. Oftentimes it is because your business can solve a problem for them. It might be a physical or mental problem, but you basically offer a solution to them. That is why a use case video primarily gives comfort and expands a customer’s vision of their own uses before spending their money.
When we make use case videos, they should portray different customer groups. It also depends on the budget, but we usually push for at least 2 or 3 different customer examples since they address different aspects of the product and make it multi-dimensional. Especially today, diversity and inclusion is becoming the norm, which we happily support. Customers are demanding that they are properly portrayed by the businesses they want to participate in as consumers. Diversity is one of the key driving factors for businesses thay want to grow on a global scale.
You should ensure that your video will help your customers identify themselves in your marketing materials before moving forward.
Shutterstock, a global stock image & video licensing service provider, conducted a survey in 2018 with US/Canadian/UK/Australian marketers about diversity. The result showed that most marketers agreed that images portraying diversity directly promote brand image and brand recognition. One more reason why you should have multiple use cases in your video, and cast them with diversity in mind.
Product videos can be a mixture of service explainer videos and use cases videos because they can benefit from both video formats. A product video can also be used on the product page of your website or e-commerce platforms such as Amazon. When people are buying products online, they do an appropriate amount of research before making their purchase decision. If the cost of the product is low, reviews usually matter more than a video. However, when the purchase price is more substantial, the consumer’s personal perception – not only the feedback from other users – becomes an important metric in the decision, and a video is a great way to give a person deeper insight in the product’s various benefits and aspects. In these circumstances, your product video can be a major influence on whether the purchase is made.
You still need a good product (that’s always first – you have to have a good product) and good reviews to have successful sales, but the media-literate consumer base of today will expect a high price item to be accompanied by a high quality video. Product Videos not only provide product information that can hardly be communicated with pictures, but they are a stamp of quality that tells people “this product is good enough to have a full media campaign behind it, and the price tag is justified.”. If you opt for simple product video, you can minimize the spend by doing videos in batch if you are launching a series of products or promote a line-up after launch. You should consult with a producer from a production company to see what the most cost effective and ROI-yielding approach to your product would be. Many production companies including ourselves offer free initial consultations and advice exactly for that purpose.
Demo Video / World Premiere
When you spent months and years working towards your new product or service, you should make sure each step of the way gets media attentions if it is newsworthy. That is why a lot of companies go to exhibitions such as CES, SXSW and many more, where they launch world premieres. In these instances, you definitely should have your own media coverage instead of simply relying on journalists’ independent media coverage.
There are three reasons for this:
- Journalists interview many businesses at these conferences, and the amount of work they can spend on each video for each business is very limited. The quality of product video reports will be journalistic, not promotional. This quality suffices for the purpose of spreading daily news (which is what you need while you are at the event like that). To create a “wow” factor that outlasts the event coverage, it is pretty essential to control your own media and either hire a producer or do it in-house.
- When you have your world premiere, you have clear intentions of who your target audience is. If you have a video team on the ground, they can produce a video that sells to those who could not come to the launch event.
- If your business plans to land partnerships with respected companies or investors, you can use this video as part of your pitch deck – showing the public’s reaction to your world premiere and the excitement it stirred.
If your business spends thousands of dollars prepping a sales booth and providing a product demo for visitors, the video costs usually pale in comparison. Usually it requires only a field producer and 2-3 crew members to do that kind of job for you. If you have more questions, feel free to talk to us. Even if the event is around the corner, there is a good chance you can get a team set up.
Brand Video a.k.a. Mission Video – Be genuinely good!
If you want to improve your brand image, taking corporate social responsibility (known as “CSR”) seriously is a good first step to being recognized as a socially conscious company. Working towards fully integrating that CSR into the core of your corporate mission will completely reshape your company, and is usually a win-win-win for business, consumer, and society at large.
When your business is doing more than just selling goods, when it is tied to the solution of a social/environmental problem, there’s a good chance you get free word-of-mouth marketing by passionate consumers, and prove yourself newsworthy. Supporting other non-profits with donations was a good strategy for boosting brand reputation in the past, but customers today are looking to buy from companies that provide solutions and initiatives beyond only a monetary contribution..
You might have heard of the terms “circular economy”, recycling and the “up-cycling business model”, and are probably aware of products made of renewable resources. Your socially conscious business has a much better chance to earn an opportunity to form partnerships with major brands to tackle certain issues. There might be new business ventures you can explore with the help of acclaimed larger players as a result of said partnerships. This is a chance for you to boost your brand recognition and tell the world your mission. This mission video will lift your brand image and it will indirectly increase the sales growth for you.
We just look at a few examples of video type for your business. There are more types of videos that are not listed here like TV commercial, Celebrity Endorsement, Info-Motion Graphic Animation, Tutorial Video, and so on. For further assistance, please contact us anytime to discuss what’s in your mind. We will be happy to discuss the possibility of making videos for you.