Videos are all but taking over the internet. Almost 79% of US internet users watch online video. Of those, mobile-based consumption accounts for over 117 million viewers. The numbers don’t lie. Online video viewership is on the rise and shows no signs of slowing any time in the foreseeable future.
Companies that are taking note of these trends and acting on them are positioning themselves to outperform their competitors. We at VSC want to help you get a competitive advantage.
With that said, we’re sharing seven types of video your company should be creating.
We recently helped a client that sold a complex product. Early on, prospects did not have a clear understanding of their solution. The explainer videos provided them a way to quickly show clients how their product would provide immediate value based on their need to communicate more effectively and with less effort.
By using an explainer video, brands can define the problem their prospects are having and use video to take them from a problem to a solution. Good explainer videos identify problems in the same manner that customers experience them, but they also “explain” how those problems are solved.
BRAND STORY VIDEO
Every brand has a story they can tell. Prospects and customers alike want to know how a product will make a difference or have an impact.
Consumers want to feel good about the companies they do business with. Video is the best way to elicit that “feel good” emotion from viewers while subtly introducing a product or service.
Brand story videos fulfill two needs for both consumers and brands simultaneously:
- They provide a way for consumers to have a more intimate experience with your company in a medium that they prefer
- They help increase engagement for brands
BEHIND THE SCENES VIDEO
These are sometimes called “A Day in the Life” videos. By either title, they are powerful and effective at reaching your target market.
As customers, we like to see how the companies we do business with operate on a day-to-day basis. From back of the house operations to following an employee’s daily ritual, we’re fascinated with how companies work and the people that make it happen.
The best example of this is not explained in words, but instead, shown in the video below by Hubspot.
This is another type of video that can pay big dividends. It’s no secret that testimonials are extremely helpful when trying to generate new business. Using videos for testimonials is like putting them on steroids.
Testimonial videos pique viewer interest, increase credibility, and provide additional exposure.
Over 80% of consumers trust online reviews; many of which prefer video over text. Because videos are more authentic, viewers see those brands as having more credibility. Additionally, videos work wonders for SEO and increase exposure for brands through better search engine rankings.
Here’s a well-filmed testimonial video that’ll pique your interest of the product.
If you’re looking to bring on exceptional talent in your organization, video makes a great recruiting tool. The uses and benefits share some similarities with testimonial videos and ‘Day in the Life’ videos.
Imagine that your firm is looking to bring on a new employee. You highlight an employee in that specific role (to include a testimonial of what it’s like working with your organization) and capture additional footage of the employee performing tasks, so that new candidates interested in that position have a solid idea of what working there will be like.
The additional benefit is that this type of video helps to weed out prospective employees (that may not have fully understood the job requirements based solely on the posted job description). Interested applicants gain insight into working at your company.
This one is pretty much self-explanatory. Product videos are useful for several different reasons, chief of which is the ability for your prospects to see your product in action.
Here’s an example of an enticing high-end technology product video by Polycom:
EVENT PROMOTION VIDEO
If your company puts on events or attends tradeshows, a video is an excellent way to create buzz. Create awareness and start conversations before the event by promoting it on social media.
These methods have proven to increase exposure, drive attendance and multiply opportunities for adding prospects to your email list. Videos provide that extra bit of hype to generate more interest leading up to your event.
Once attendees are on-site, use live social media video to interact with prospects and customers. Facebook and Twitter are great platforms to engage with attendees in real-time.
On the horizon, interactive video and drone-based aerial videography will continue to grow. However, 360-degree virtual reality video is predicted to be the next big thing. Companies should be looking ahead to see how they can take advantage of these technologies to increase traffic, leads, and sales in their business.
If you’re looking to produce videos that convert leads into sales and want an easy to follow checklist to help you do just that, then download our guide, 25 Worry Free, Easy to Follow Steps to Your Next Video Production Project.
Also published on Medium.