Which type of video is the best?
Find out which video is the most effective for you
Topic: ProductionRelated Content:Article: How can I use motion graphics to reach my audience?
(3 min read)
Video content is now an integral part of every stage of the sales process. Video content is an effective communication tool that can be used to connect with customers and build a personal relationship. What type of video works best for you? There is no single right answer. It all depends on your campaign's goals, expectations, and objectives.
Q/A#1: How do I choose the best video for my campaign?
Determine what type of information your audience wants to know.
Every production starts with content strategy. Your audience should only be exposed to content that is relevant and pertinent to their current needs. What stage of the sales/knowledge cycle are they currently on? Aim to inspire curiosity. Boredom is less valuable than interest.
Q/A#2: What are the three basic types of branded videos?
1. Attract. 2. Engage. 3. Delight.
Attract
Attract Videos are designed to help viewers see the larger issues within your company and get to understand your mission. "What problems do you solve?"
Engage
Engage Videos educate customers about the value of your product/service. "How can I add value to my lifestyle?"
Delight
Delight Videos are for users at the end of your sales/knowledge cycle. These videos can be used to clear up any remaining obstacles. "What's the next step?"
Q/A#3: How do I present the video?
It is important to pair your video with complementary efforts.
A video should be used as one element of a broader communication approach. Embed your video in your landing page. Share clips of your video on social media. Create gifs. Use strategy, creativity and research to get your message across. Here are some ideas to get you started:
Manifesto Campaign: Establish your brand's values and focus.
Brand Film: Emotionally connect with your audience and showcase your brand values.
How-To Series: Enhance visibility and support the articles on your site with visual summaries.
Explainer Videos: Attract potential clients by highlighting your product/service benefits.
Company Testimonials: Build social proof by speaking directly with your future customers.
Public Service Announcement: Create customer loyalty through social causes.
Frequent Asked Questions Series: An engaging way to display information.
Case Studies: Add social proof to show how your company adds value.
Tutorials: Outline all the features and benefits of your product.
Takeaway: 3 steps of a successful video-based campaign.
1. Determine what your audience want to know.
2. Find the best video to communicate the information.
3. Use a multichannel approach to disseminate your video.
