Video content is the most effective way to connect with your audience, build brand awareness, and achieve the greatest return on your marketing investment.
Consider these results from a recent poll:
87% of marketers say video has increased traffic to their website.
95% of marketers say video has helped increase user understanding of their product or service.
80% of marketers say video has directly helped increase sales.
88% of marketers reported a positive return-on-investment (ROI) using video— a 55% increase since 2013.
Consumers are twice as likely to share video with a friend than any other type of content.
84% of consumers said video convinced them to purchase a product.
Recently, we released a case study outlining the success of Hunt A Killer’s Curtain Call campaign, which validates these results.
But what kinds of video content do consumers want to watch? Here, I’ll outline three types of popular video content, their purpose, and why and how they work.
1. Brand Films.
Attention spans are short, but video doesn’t have to be.
Our 2-minutes or longer videos have consistently acheived 85 percent completion rates. In fact, this video for Boone & Sons was watched twice by almost a quarter of its audience. And this one for the Urology Care Foundation, achieved better than 85 percent completion rate, despite its 4-minute runtime.
Brand films display your most creative, passionate vision and your deepest, truest values — and if you’re smart (we know you are) it shows your viewers how your product will help make their dreams come true, solve a problem, or at least help with whatever keeps them up at night.
That’s because you’ve done your homework— you know what your customers need, what they want, what they care about. Your values are their values and your brand film proves it.
Consider this brand film we recently produced for Hunt A Killer and look for their values and those of their customers: attention to detail, immersive experiences, gripping murder mystery.
Your people are waiting for you— your brand film makes it easy for them to find you.
2. Documentary-Style: Behind-the-Scenes/Company Culture.
With this type of video, viewers get an up-close and personal look (literally and figuratively) at what makes your company tick. Viewers put faces to names, see the design of your office, and get a glimpse of the personalities that make everything work.
Typically shot interview-style, these videos pull back the curtain on your business to allow viewers and potential customers to connect with your brand. They may not be as creative as a Brand Film, for example, but the way they capture details like hand movements, thoughtful banter, even laughter makes them just as immersive and effective.
Here’s an example of a culture-style video we created for our client, Frios, who gave viewers a glimpse into their fun, flexible, and supportive culture.
Not everyone is into shapes and color and movement as we are— but everyone is into finding ways to make complicated things simple.
We love animation for a lot of reasons, especially to break down complicated subjects into simple, easy-to-understand formats that anyone can understand.
Animation videos are a great option for more technical products and information and and help move consumers along in a sales cycle.
Get creative, be bold, and show viewers how committed you are to helping them achieve their dreams and solve their problems with video. Your ROI will thank you.
Poll source: Wyzowl
Photo bysam bloomonUnsplash