Updated: Nov 24
Video is a vital part of any marketing strategy. But: just as marketing goals can vary, so too do the kinds of videos that help you to accomplish them.
Here are some different types of video that you might want to consider adopting:
Live video is something that has especially grown in popularity since the COVID-19 lockdowns. Platforms like Instagram, Zoom, and Facebook Live have been used for a variety of activities including work meetings, live music, seminars, and Q&As.
One thing that makes live video especially engaging is the viewers' ability to react in real time. Say you’re showcasing a new product, for example: a live video would be a perfect way to keep viewers engaged by addressing their questions as they come in. Many universities as well have been able to use live video. With “virtual tours”, they can showcase their facilities conveniently while retaining the authenticity of an in-person tour.
Online video tends towards short-form content, but that doesn’t mean businesses should write off longer videos altogether. A more in-depth and long-form video can be a really valuable investment to make. In particular, they can be ideal for brands who have found their niche and want to maintain that audience over the long-term.
Look at this video that we worked on with USE-IT!, for example. The client wanted an in-depth demonstration of what their project had achieved in Birmingham. A longer video was perfect for fulfilling the project’s particular aims. We could use expert interviews and more ambitious drone shots to do justice to their story, while keeping things engaging and pacy with a lean chapter-based structure.
There's another particular advantage of long-form video. It leaves you with a wealth of content that you can repurpose into shorter-form videos. For the USE-IT! project, we were able to make a short trailer for each of the four chapters; perfect for social media.
Video case studies
A video case study can be one of the strongest marketing tools at your disposal. There’s no better spokesperson for your business than a satisfied customer. A strong case study video can illustrate the value of your product or service in a way that blends the authenticity of word-of-mouth with age-old storytelling techniques.
Take a look at the example above, for instance. We see how Foehn’s customer was faced with an obstacle, and then we find out how Foehn’s services helped them to overcome that problem.
Feeling inspired by anything in this post? Perhaps you'd like to talk with us to figure out which style of video might suit your marketing aims. In any case, please don't hesitate to contact us if you want to know more about what we can do for you.