In today’s world, video is the essential tool for brand positioning. By 2022, 82% of internet traffic will be video and 86% of companies will use it to position themselves on social media. But do you know the 4 types of videos that will yield the biggest ROI for your business in the long run?
Here, we present 4 types of videos that you can’t afford to leave out of your marketing strategy. Time and time again, they will always help you boost your brand, connect with your customers and improve your sales.
Brand video
The brand video, or corporate video, is an essential type of content for any kind of business. It’s the first touchpoint between the brand and its investors, customers and stakeholders. Key elements of each business are all distilled in this defining piece of communication.
After watching a brand video, people should have a very clear idea about the DNA of your company, what you do and why they should care. Also, it should help create an emotional hook using the power of storytelling. Great stories create emotion, and emotions make ideas memorable.
So, how can you summarize all of this in 2 minutes or less?
In the brand video it is key to prioritize what you want to say. Wanting to tell too much in too little time is a common mistake to avoid. Therefore, it is important to work with your video production company to define what you are going to communicate and what not.
If you could only have one video for your brand, this should be it. So make sure your budget is in line with its importance. Use it on the home page of your website for the greatest possible impact.
Here you can see an example of a brand video produced by Bahía Visual:
Testimonial – Case Study
The testimonial video is all about sharing the positive experience of a customer with your product or service. The testimonial (or case study video) is one of the most effective ways to generate trust in people. That’s why 2 out of 3 people are willing to buy a product or service after watching a testimonial.
Why is this type of video effective? The answer is social proof. If someone who I relate to has had a great experience with a product or service, I will be much more willing to follow their recommendation. Social proof is a powerful psychological concept.
To make a testimonial video, the brand must identify its best success stories first. The idea is to look for very positive and genuine recommendations to potential buyers. To make the video interesting to the viewer its also important to shoot great B-roll and keep a duration of 2 minutes or less. Longer videos make people lose interest. Remember that short and good is twice as good.
Here you can see an example of a success case we made for the software company COR:
Promotional video
In recent years, the exponential growth of social media has increased the demand and consumption of short video content. This makes the promo video one of the most common formats today. It is a type of commercial video, but uses lighter means of production tailored to digital platforms.
The goal of this video format is to promote products or services in a short, entertaining and direct way. Jump on Instagram or TikTok to see some great examples of this short videos aimed at sales or lead generation. They are 15 to 30-second videos that engage the viewer with fun concepts, good copy, effects and music.
It is very important to pay attention to the first 3 seconds of the promotional video. According to Hubspot, this is the average time a person takes to decide whether they watch the video or not. It must be dynamic, generate curiosity and be taylored to the social media app to which it is published.
The human factor in videos is basic because people always want to see other people. A call to action at the end of each piece is also very important. Whether to generate sales or leads, the final phrase is crucial for sales or leads.
Here you can see an example of a product video for the mens fashion brand, Martin Pescador:
Profile
The “profile” video is the perfect way to tell stories and showcase people behind the brand. It is a form of content that creates connection through authenticity, and its goal is to boost brand loyalty for the long term. It is not intended to sell or promote products to customers.
In this format, we look for people who is related to the brand in some way and have an interesting story to share. When the video showcases an interesting story that resonates with the core audience of the brand, it creates emotional value. This is well received by customers, stakeholders and even employees.
Check out this example of a profile video we made for Carolina Ronderos, a fashion designer based in Colombia:
There are more types of videos that brands can and should use, such as explainer videos, FAQs, live event, animated, etc.
But the 4 types of videos we covered in this article should give you the basics to start creating more awareness, loyalty and sales for your business.
Check out this example of a profile video we made for the Carolina Ronderos brand:
There are more types of video that brands can use, such as explanatory, question and answer, event registration, animated, etc… But, from our experience at Bahia Visual, we know that with these 4 types of video you have the essentials to present a great brand image, improve your sales and build customer loyalty with good stories.