There is a lot of talk about how effective video is as a part of a company’s marketing toolkit. That being said, it can be hard to know what type of video you should start with. Many companies spend a lot of money on the wrong things.
Here are the three videos your company should create first:
‘About Us’ Video – This is sometimes called a ‘company introduction’ or ‘brand’ film
This video should feature real people from your company. This should not be an animated video. This video is important because people like to do business with those they know, like, and trust. An introduction video is one way for people to get to know your brand before they pick up the phone or place an order. This video needs show your brand’s personality through meaningful stories. It is also great at making your brand seem more human. If you are worried about your office not looking good or your people not speaking well on camera, don’t rule out creating this type of video until you have had a chance to talk with a professional about how they can help you avoid those problems. Someone who isn’t good on camera can succeed by being interviewed and allowing them to talk about what they talk about every day. If your office might not be the best looking on camera, there are lots of tricks to making things look better than it does in real life. For example, a simple trick that we have used in the past with a company was to use a piece of mat board to change the color of a wall behind a computer so that the company wouldn’t have to repaint the wall.
Testimonial Videos – If your company does nothing else on this list, this is the video you should create. Having real customers or clients talk about how great your company is more powerful than any other message your company could create. If you are a service related industry where trust and competency are important, these videos should be on your home page.
Marketing Video – This video should be creative. Warning: to do a video like this correctly, it can be very expensive. This video should have a production value that is more like a TV commercial. This video is an advertisement for your brand. Your marketing video should be on the front page of your website. There are many different ways to be creative. The key is to make sure this video represents your brand in the right way. This is also the only video in this list you may want to skip because of the price.
Two other videos your company might want to consider.
Explainer Video – This video is needed if what you do is hard to explain or isn’t a physical product, like the cloud software. Something to note, this video should not replace the ‘About Us’ video. They have different purposes. You need to think about the videos that your company creates as if they were leading the viewer on a journey. Each video should make the viewer want to learn more. Using a video at the wrong time in that journey can hurt the chances of that particular video being effective.
Product video – If you have a physical product, a product video can help directly improve product sales. Product videos are great for your retail partner sites and for making your product come alive online.
When launching a new YouTube channel, YouTube recommends that you start with 8 different videos, so if your goal is to use YouTube as a social media platform, you will also want to create some videos that answer the viewers’ frequently asked questions.
Often times, a video is created around the same time that the company’s website is updated. One mistake that I have seen brands make when it comes to creating a new website is that they wait to talk about the video until after the website has been created. Unfortunately, by doing this, they are then stuck with a website that isn’t friendly to video; which makes the video look like an afterthought on the website and, in turn, fails to convert. This ends up wasting the company’s money. To avoid this mistake, make sure to engage a video agency around the same time that you start talking to your website design firm. I recommend hiring two different vendors, one for your website and another for your video, because they are different art forms. While a lot of agencies claim they can do it all well, often times, if they do it all, they are mediocre at everything because they are unable to focus in on one thing to make it truly great.