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A cus­tom video is a ter­rif­ic tool to help com­pa­nies and brands accom­plish their short- and long-term busi­ness goals. Whether your aim is to dri­ve traf­fic, edu­cate a cur­rent or poten­tial cus­tomer, or share a glow­ing tes­ti­mo­ni­al, video is one of the fastest and most engag­ing ways you can pos­si­bly inter­act with your cus­tomers, short of a face-to-face con­ver­sa­tion.

Relat­ed: Do Your YouTube Videos Suck? Make Them High-Qual­i­ty Using These 4 Sim­ple Tips.

There are too many uses to count, but I’ll share a few of the most pop­u­lar video mar­ket­ing types we pro­duce for Spark­house clients to give you a sense of this for­mat’s ver­sa­til­i­ty.

Product videos

Prod­uct-cen­tric videos focus on an inno­v­a­tive new prod­uct soon debut­ing or just released, where you have the keen abil­i­ty to “show and tell.” Use a prod­uct video to explain your com­plex prod­uct in a sim­pli­fied way that builds enthu­si­asm, high­lights the ben­e­fits and demon­strates how the item works. Car­ry through with an over­all theme of how your prod­uct intends to make the cus­tomer’s life bet­ter. Inspire view­ers by paint­ing a pic­ture of a cer­tain lifestyle and show­ing how your prod­uct can serve as the per­fect acces­so­ry.

An exam­ple of a great prod­uct video is this one from cred­it card alter­na­tive Coin. At the time, Coin’s prod­uct was brand-new tech­nol­o­gy that was pret­ty com­plex, but with some visu­als and an engag­ing host the audi­ence ful­ly under­stands the pro­duc­t’s fea­tures quick­ly.

Relat­ed: How to Make a Video Like a Pro­fes­sion­al for Under $250

Corporate videos

Tell your new staff, part­ners, investors or cus­tomers who you are with a video that ele­vates your com­pa­ny’s pur­pose and vision. Use graph­ics, on-cam­era tal­ent or voice-over to explain what your com­pa­ny does, why you are dif­fer­ent and what makes you great. Use your com­pa­ny pro­file video on your web­site’s home page, so that vis­i­tors can quick­ly under­stand your brand, your vision and how you can help them. A cor­po­rate video may also be used to recruit the best tal­ent on LinkedIn or oth­er social net­works, and to moti­vate investors and allies to seek you out.

The key to a great cor­po­rate video is the peo­ple, as demon­strat­ed by the video below from Pri­or­i­ty Pay­ment Sys­tems. Host­ed by the CEO, the video shows the rest of the com­pa­ny in action as he nar­rates the sto­ry of how the com­pa­ny came to be.

Relat­ed: 3 Easy Ways to Improve Your Videos and Attract More Clients

TV commercials

Whether nation­al or local, tele­vi­sion is still king when it comes to get­ting a mes­sage out to the mass­es. Even in a short, 30-sec­ond spot, there’s a lot of room to exper­i­ment with and estab­lish the cre­ative expres­sion of your brand — use a “slice of life” scene for­mat, a prob­lem-solu­tion approach, an infor­ma­tive spokesper­son, etc., while pre­sent­ing a well-craft­ed image. Uti­lize tar­get­ed local adver­tise­ments to reach your local loy­al cus­tomers, or nation­al ads to grow your brand. If your spot is strong enough and sup­port­ed with a smart media buy, it could put your com­pa­ny or prod­uct on the map.

With TV com­mer­cials so com­mon it is key to stand out. Apple brought in direc­tor Spike Jonze to make a visu­al­ly engag­ing com­mer­cial show­ing off the new Apple Home­Pod.

Relat­ed: Why Short-Form Video Needs to Be Part of Your Con­tent Strat­e­gy

App videos

With an influx of appli­ca­tion options hit­ting the Android and iPhone app stores on a dai­ly basis, the land­scape is extreme­ly com­pet­i­tive. Sep­a­rate your com­pa­ny from the pack with an app video that dis­plays its stand­out fea­tures and recruits poten­tial users, even before the app hits the mar­ket.

Since app cus­tomers are hes­i­tant to down­load an app with­out ful­ly know­ing what it does and how it works, a quick app video can go far to explain all the details to an inter­est­ed par­ty. Excite your audi­ence and show off the key fea­tures that make your app spe­cial to dri­ve down­loads.

With app com­mer­cials, it is always help­ful to have the com­mer­cial speak for itself visu­al­ly and not need any voice over or nar­ra­tion. Tesco’s app com­mer­cial engages the view­er and explains its uses in a fun, new, visu­al way.

Relat­ed: 5 Tips for Cre­at­ing Qual­i­ty Video Con­tent Even If You’re Clue­less How to Begin

Explainer animation videos

Have some­thing com­plex or new that needs to be explained? There’s no bet­ter way to get your mes­sage across than with a visu­al­ly pow­er­ful ani­mat­ed explain­er video. Cre­ate loca­tions, actors and props that are dif­fi­cult or even impos­si­ble in the real world by using the pow­er of ani­ma­tion. With the com­bi­na­tion of audio voiceover and cap­ti­vat­ing graph­ics, you can demys­ti­fy com­plex or mul­ti-faceted top­ics much quick­er than in a nor­mal nar­rat­ed video

Google takes a com­plex con­cept and is able to sim­pli­fy it down to a clean, min­i­mal­ist line ani­ma­tion in this explain­er about the Google One Hub

Relat­ed: 3 Ways to Use an Online TV Show to Grow Your Busi­ness

Website videos

Whether you are offer­ing a ser­vice or a prod­uct, a video post­ed on your web­site is the fastest way for a cus­tomer to under­stand exact­ly what you are offer­ing. For ecom­merce brands, a fun web video can give the cus­tomer an accu­rate and intrigu­ing glimpse of your prod­uct that she would­n’t nor­mal­ly be privy to with­out vis­it­ing a store. With video liv­ing on your web­site, users should stay longer and inter­act more with your con­tent. And as we all know, the longer peo­ple stay on your web­site, the high­er your con­ver­sion rate will be!

Web­site videos have one pur­pose and that is to quick­ly explain to a vis­i­tor what kind of prod­uct or ser­vice you are pro­vid­ing. Bee­line does that in the first four sec­onds of its web­site video.

Relat­ed: How to Repur­pose Your Mar­ket­ing Video for a Face­book Video Ad

How-to videos

Become a thought leader in your indus­try by cre­at­ing fun and easy-to-fol­low instruc­tion­al videos. How-to videos are typ­i­cal­ly sought out by peo­ple in the indus­try and can often be found organ­i­cal­ly. Explain how to best use your prod­uct, and pro­mote ease-of-use, to increase cus­tomer sat­is­fac­tion. Quick­ly explain the opti­mal way to inter­act with your busi­ness to set expec­ta­tions high and raise cur­rent and future cus­tomers’ (and poten­tial part­ners’) under­stand­ing of the ins and outs of work­ing with your team.

Below, Mark Kohler uses his knowl­edge as a CPA to edu­cate his view­ers and poten­tial cus­tomers.

Relat­ed: Why Your Face­book Videos Need to Be Dif­fer­ent From What You Put on YouTube

Testimonial videos

Some­times the best way to con­vince cus­tomers to buy your prod­uct or ser­vice is to show off the hap­py cus­tomers you already have: Hear­ing a tes­ti­mo­ni­al can be that final touch that clos­es a deal. Show off the fea­tures or aspects of your com­pa­ny or ser­vice that your cus­tomers love the most. Peo­ple tend to trust a tes­ti­mo­ni­al more than a tra­di­tion­al video, since it comes from a third par­ty and feels more objec­tive.

Tes­ti­mo­ni­als need to bring an authen­tic voice to the cus­tomer expe­ri­ence. In this Ful­fill­ment by Ama­zon tes­ti­mo­ni­al, we fol­low the great suc­cess sto­ries of many hap­py cus­tomers.

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