— June 20, 2019
Whether you’re just starting to invest in video, or are looking to diversify your content, there are a few styles of video that actually add value to your brand. Not every style makes sense for every company, but many work well together, to guide your customers through the buying process.
Case Study Videos
It might seem counterintuitive that I start with this style of video, but recent research has shown that these are the most effective pieces of video content. It looks like the age-old trope that people buy from people holds true!
Important to note that many companies confuse ‘testimonials’ for ‘case studies’; what makes case study videos effective is the detailed Problem, Solution, Result formula. If your video is merely a compilation of unidentified people claiming that your company is “so great”, then you’ve missed the mark.
By getting real-life leaders to open up about their processes and priorities, you showcase the kind of social proof that B2B decision makers need when convincing others of a need.
Pull together a list of your favourite clients and see who might be open to talking about their (positive) experience on film!
Many companies, particularly those that are very technical or that aim to show the ease of use to prospective clients, will elect to go for an animated explainer video. The aesthetics of an animated video can vary as widely as filmed content can. It all comes down to how you want to portray your company and the personal style of the animator.
Animations are further categorised based on the degree of complexity of the design; this typically includes 2D, 2.5D, 3D animation, stop-motion and graphics added to live action film.
In addition to the enjoyment that many viewers get from watching colourful and engaging animations, a huge benefit for using this as a storytelling tool is that the possibilities are virtually limitless. You don’t have to worry about any of the feasibility or safety concerns that apply to live action video.
Moreso than any other style of corporate video, a brand video is your opportunity to present your company in the best possible light. Many companies choose to have a brand video (often called a ‘promo’ video) on the main page of their website.
A brand video is your company’s digital face. It’s the best place to give short, succinct information about your business. Messaging is certainly important here – you’ll want to convey confidence and drive home a strong Call to Action at the end.
Don’t forget that no matter how good your content is, the quality of the image and the sound is the first (and possibly the last) thing that the audience is going to remember; so don’t skimp on production costs!
Finally, in a world of red oceans, where no matter how innovative your business is there seems to always be at least 5 closely matched opponents, it’s important to engage in the wider industry conversation. After all, the goal of any content marketing strategy (be it text or video) is to capture audience mindshare. The best way to do this is with (excuse the dreaded phrase) ‘thought leadership’ content.
This will involve someone in the leadership team commenting on industry trends, responding to recent events, sharing advice, predictions or opinions on an area that your product or service has an impact.
These videos can often be the most straight forward of all of the styles listed. It usually features the notorious ‘talking head’ style, with perhaps some graphics added for emphasis.
Be warned that while the video itself may be simple, walking the line between intelligent guidance and egregious selling is difficult! And as with all films, the quality is hard to ignore.
As with all digital marketing, corporate video is an area that is constantly evolving. The past few years have seen video become an indispensable part of a marketer’s toolbelt, but even considering all of the stats showing how many companies now use video, ‘because everybody else is doing it’ is never the right reason to invest.
If, on the other hand, you are trying to showcase social proof, explain how something works, position your company in the best possible light or want to engage in a wider conversation, you can accomplish these best with videos.