WHAT KIND OF VIDEOS SHOULD YOU USE FOR YOUR BUSINESS?
WHAT TYPES OF VIDEOS ARE BEST FOR YOUR BUSINESS?
So your first thought may be, there are different types of videos? And the answer is yes! many different types. Each with their own set of values and their own objectives. Let’s jump right in and look at three different types of videos that can be used for marketing and advertising your business or your brand. These are arguably the most important types and the most popular.
THREE FORMS OF VIDEO FOR MARKETING & ADVERTISING
The 15 second, 30 second and 60 second commercial video. Likely the most popular and most effective form of video to quickly grab someone's attention and sell them on your business, your idea, your product and/or your brand. We’ve been seeing this form of video since 1941 when the first ever television commercial aired. It is still the broadcast/streaming standard form when it comes to advertising on television and many other screens today.
Long form commercial video. This form of video has become increasingly popular with establishing a presence online and is often used on business or brand websites to introduce themselves to their customers and their audience. Typically they run anywhere between 3 to 15 minutes in length. Shorter run times being preferred by an audience with an ever shortening attention span. These types of videos can be structured in many different ways, but the purpose is simply to dig deeper into the details of your business and/or your brand. Where you came from. How you got started. What your philosophies are. What sets you apart from others and why they should care about what you’re doing.
Testimonial video. Having video of customers or clients speaking about a good experience with your services or your products is invaluable. This may be the most important type of video you can have in your arsenal. These types of videos support everything else you are doing and they essentially break down the walls of hesitation with incoming customers and clients.
Any one of these as a stand alone video will certainly draw attention to your business or your brand, but it’s really the combination of all three that will lay a solid foundation for you to leap forward from not having a visual identity to being completely present in a vastly visual world. Maybe you start with one form of video and build on it over time, but if you can, it’s best to flesh out concepts and a structure for all three forms and establish your presence in a single cohesive campaign.
WHAT DO THESE VIDEOS DO FOR YOUR BUSINESS?
Increase foot traffic. If you’re a brick and mortar store, you have to let people know where you are and what you have to offer. You want to get them in the door? Show them why they should come.
Generate leads. For B2B businesses, you can use videos to introduce your business and funnel potential clients straight to you and your sales team.
Drive traffic to your website. Getting customers and clients to your website is vital. Video ads and marketing can greatly increase that drive with click through links and engaging visuals.
Raise brand awareness. Keep your business or your brand present with video ads. Running commercial videos on television, streaming platforms and social media keeps you on everyone’s radar. This is particularly good for service based businesses.
What’s important here is that you understand the power of these types of videos. Pick any mid to large size business or brand - perhaps one that inspired you to start your own - and go look at what they are doing in the way of video advertising and marketing. See if you can identify any of the three forms of video mentioned here and look at how they are using that to promote growth in the company. Then ask yourself, how do I want to do this for my business?
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