As a video production company, we often receive inquiries such as, “I want to make a video, but I don’t know what kind of video it will be.”
Unsurprisingly, many business owners either don’t know what kind of video they’re looking for, or have ideas for videos that aren’t the most effective for achieving their goals. So we decided to put together the top 3 most common and effective types of videos for (almost) all businesses. The first two are for improving conversions and the last one is for improving brand awareness.
why choose video
Before we delve into the best types of video, it’s important to see why video is necessary for every business looking to stay competitive in 2023.
Video is the highest converting medium of all time. Before humans invented language, we relied on nonverbal communication tools such as gestures, body language, and facial expressions, and this habit has stuck with us to this day. This is why video is the only medium that can mimic true human communication so closely, enabling a personal connection with an audience that is difficult to recreate with text and images alone.
Viewers remember 95% of messages when they see them on video, compared to 10% when they read them in text. If you’re still not convinced, here are some video-related stats.
With that in mind, let’s take a look at the top 3 most popular and effective videos for business.
1) Brand message video
Brand messaging videos are typically business owners talking directly to the audience (into the camera lens) about what they do and what they sell. This is intercut with related footage of the actual product/service. These videos are typically less than two minutes long.
By giving your brand face and showcasing what your business is actually selling, your video can accomplish two main goals.
- increase trust
- Help prospects imagine using your product/service
Combining these visual elements with scripting usually highlights the audience’s pain point and further helps them imagine a product/service that solves the problem. This video will be a conversion machine.
Brand message videos are the most versatile type of video because they give your audience a snapshot of everything they need to know about your product or service in an engaging format.
2) Testimony video
Along with brand message videos, testimonial videos are also the type of video that you most often recommend to your clients.
A testimony video is just a video testimony. These are videos of her style where clients/customers are interviewed on camera and interviewed about their positive experiences with the brand. Then take their best answers and seamlessly assemble them into a testimonial video.
The length of these videos depends on what your business sells. Basically, the more likely your viewers are to do research before purchasing, the longer your video should be (reasonably). For example, a one-minute testimonial video might be appropriate for a company that sells hot tubs. But custom house builders may benefit more from a 5-minute testimonial video.
The main goal these videos achieve is also to build trust. As we have established, video can connect with your audience on a much more personal level than text. If your competitors only use text testimonials, this can easily stand out and gain market share.
Of course, one is better than none, but we recommend at least two or three introductory videos to show different people having the same great experience with your brand. .
3) Short content video
Unlike the other two types of videos, short-form content videos are not primarily designed to be published on websites. As the name suggests, these videos are designed for content marketing and are especially effective at building brand awareness.
First, let’s define what a short form content video is. Defined as a 15-30 second vertical video designed for social media.
For the first time in social media history, all major platforms endorse the same format. So short, engaging vertical videos. why? Because all the tech giants have seen the success of TikTok and are looking to compete.
As a result of that competition, business owners like you and I can do this by posting each video we make on all four platforms (TikTok, Instagram, Facebook, YouTube) without any changes. You can take advantage of it. Essentially quadruple the results of your content marketing efforts. For even greater efficiency, we typically produce in batches of 10-30 pieces at a time.
It is imperative that these types of videos provide value rather than self-promotion. The idea is to create informational content that your target customers will be interested in and build an audience made up solely of people who are likely to buy from you. and generate sales.
These three are not the only useful video types. These are the most common types we have found to work well for our clients. Other examples include FAQ videos, team introduction videos, recruitment videos, onboarding videos, sales videos, instructional videos, product videos, etc. I have. The best type of video for a business always has a specific need and purpose. As an example, here’s a showreel with a bit of all these video types:
Jeff Chen is the founder of RedMint Media
https://nzentrepreneur.co.nz/the-three-types-of-video-marketing-you-should-be-using-in-2023/?utm_source=rss&utm_medium=rss&utm_campaign=the-three-types-of-video-marketing-you-should-be-using-in-2023 3 types of video marketing you should use in 2023 – NZ Entrepreneur Magazine