When it comes to a brand’s online content, SEO is a constant battle. Popular search engines like Google and Bing, prefer rich, shareable content that has been backlinked in blogs, are optimized for YouTube (a subsidiary of Google), shared often on social media and answers common user questions. Results with video content are ranked higher in every search.
Before you can choose what type of video will best reach your audience, you’ll have to determine what your audience is looking for. Below we’ve provided 7 types of brand video you can use provide value to your target audience and answer their common questions.
1. Explainer/Tutorial Videos
People are more likely to buy a product they can see in action. It it’s easy for these videos to become dry and unentertaining. You can’t just slap your product in front of a camera and hit record without your video being buried by other great content.
Be sneaky. Giving the best, most visually appealing answer to your target audience’s questions will leave the consumer satisfied without blatantly being marketed to. Here are questions prompts that your target audience may be searching for:
- How To “_______”
- “________” Review
- “________” Tutorial
- Best Ways To “______”
- “______” Testimonial
Beauty bloggers on YouTube are a large chunk of the community. These influencers are extremely important to the success of brands and every industry has them. It is still important, however, to make sure that you also provide How To videos. Who knows your product better than you?
NARS Cosmetics has made sure to provide value and answer their customer’s questions in this video.
2. Testimonial Videos
We buy things from people we trust. A great testimonial video is like a live Google or Amazon review or a conversation with a friend. Hearing from regular people just like us makes us want to buy things. When you type “how to code” into Google, it’s no surprise that Codecademy is the first result.
Codecademy has enriched their customer experience with video that answers a load of questions and puts real users in front of the camera. This testimonial video allows users to put themselves in the position of a user like themselves. It’s motivating, short, simple and conversational.
3. Short Brand Films
Video allows you to create and emotional connection with products like no other medium available. Successful short brand films, often make no mention of the product until the last third of the video. Why? They don’t have to.
When a brand short film is done best, it is compelling to watch. It’s storyline, emotion, visual appeal and music keep a viewer’s interest despite its true purpose—selling. This short film from Samsung does so, effectively.
4. Animation Videos
Some may not consider an animation a type of video, but the style is deviant enough to deserve its own category. Animations are able to give a traditionally boring screenshot of an app or computer screen new life.
The colors, sounds and movement in an animation can do more to entertain while communicating an overarching concept, rather than the nitty gritty function of a product or service. Slack killed the animation game on this one. It’s engaging, informative and doesn’t require a single human face or screengrab.
5. Educational Videos
Educational videos are a little different from explainer and tutorial videos because they introduce new concepts, often ones that aren’t as concrete as showing off a product. Educational videos are your platform for anticipating customer needs and talking “around” your industry, not necessarily about your product exclusively.
Even Google knows that to rate high in searches, they too have to create value and teach users the basics before the product is introduced. In this SEO education video, there is little to no mention of Google Webmaster tools, but it gives customers a springboard to go further.
Corporate responsibility is an unwritten set of standards in business that can make a huge impact on the way a brand is viewed and the types of behaviors and consumers they support. Public service announcements come in many forms but share one common denominator: lessons in humanity.
Alcoholic beverage brands have to tread lightly, as not to encourage unhealthy relationships with alcohol. Heineken rocked the internet last month with their #OpenYourWorld PSA campaign. Not only does this campaign promote a positive relationship with alcohol, it encourages healthy relationships between people. It’s timely, truthful and captivating.
7. Live Streams
Live streams may be a new concept to some marketers, but they have become a sensational, irreplaceable, in-the-moment tactic for others. We all have phones in our pockets that can be used to capture moments. Depending on the scale of your brand and event, however, a more professional setup may be appropriate.
Leading up to Sunday’s Billboard’s 2017 Music Awards publication after publication detailed when and how viewers could live stream the event. Billboard partnered with Twitter to bring users a live stream of the red carpet. Despite the on-demand nature of the video, Billboard used high-quality equipment and sound to bring the red carpet experience into the palms of mobile users everywhere.