So you’ve heard video is the new black and it’s time you got on board. But where do you start? What kind of video will serve you best while fitting your budget, timeframe and customer needs? It doesn’t have to be a standard ad. There are plenty of great options so let’s look at the top 5 that almost every brand can use and see which might work best for you.
This is the obvious place to start. This is your cornerstone piece of content that tells potential and existing customers what your brand is all about – in essence; it’s the story of your company and its core values. Audiences should watch it and understand where you’re coming from and how your product or service could fit into their lives. Brand films should be aspirational and leave your ideal customer thinking, “These guys are bloody awesome!” Every brand is different, so every film will be too, which is exactly what makes them so special.
Pros – brand films are the big picture and tell your customers about the most important aspects of your brand. They are comprehensive and can therefore provide opportunities for making multiple, smaller content pieces from your main film. They tell stories and people love stories so brand films can (and should) be very engaging.
Cons – depending on concept and where you want to publish, brand films tend to be the most expensive of the content types listed in this article. They play a MASSIVE role in how your brand is perceived by the public so you don’t want to skimp too much on their production! But don’t let this scare you. There are always ways to scale back while still getting your message across and (sorry to toot our own horn) we’re not too bad at creating epic films on less than epic budgets. Reach out and we’ll find a way to make it work!
Branded Content for Social Media
‘Branded content’ and ‘content marketing’ seem to be real advertising buzzwords at the moment – and with good reason! With the takeover of social media platforms, the distribution of this type of content is so easy and because it’s relatable, natural and down-to-earth, audiences love it! So what is it exactly? There are lots of definitions but Google dictionary hits the nail on the head – “It is a type of marketing that involves the creation and sharing of online material (such as videos and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services”. Social media gives all businesses an avenue to regularly, easily and effectively do this, driving market awareness and interest in an unobtrusive and appealing way. This could be anything from 15second snippets of a longer film to 1-minute films created explicitly for socials. It should be interesting, engaging and tell audiences about the culture of your brand. At no point should they feel like they are being sold to.
Pros – Social media is more and more often becoming the first point of contact for a potential customer with your business so it’s increasingly important for your profile to be full of interesting, informative content that is posted consistently. Because of the frequency with which it needs to be published, you need a lot of it and content marketing is a cost effective and authentic way to do it. This is the perfect opportunity to use existing “talent” such as your real staff and customers. Audiences want to feel like they know what you’re about and the best way to do this is by keeping it real (and cheap – bonus!).
Cons – To distribute material daily, you need a hell of a lot of it! This can be very intimidating when you’re starting out with brands often not knowing where to start, let alone how to generate enough content to last them months at a time. We have packages designed to specifically address this need however, taking the stress and hard work right out of it.
There’s a reason your brand gets return business and knowing what that reason is holds the key to recruiting more of it! This is your chance to let your customers tell others what they love about your service or product and what made their experience with you exceptional. The best testimonials are often given off-the-cuff when a satisfied customer is chatting with your staff so always keep an ear out for what could be fantastic content.
Pros – This is what we call a “humble brag”. It’s a way to say you’re great, without having to say it yourself. Testimonials are honest and they build trust with potential customers, knowing that another has had a great experience with your brand.
Cons – Your biggest fans aren’t always pros in front of the camera, and it can be a bit tricky to get them on board with the idea. The key is to make it relaxed and fun but also to have a clear plan in mind. Think of it as another rapport building exercise that can give the customer yet another opportunity to think you’re awesome.
Rather than speaking about your brand as a whole, promotional films are designed to spruik a particular product or service. They are specialised films, focused on showing how that particular product, service or offer is unique and how it can work for you as a customer.
Pros – This film isn’t trying to do it all, so you can focus on something specific and tell that story really well. This is your chance to say what you couldn’t in your brand film, speaking more specifically about an awesome product or service you’re passionate about!
Cons – It’s easy to fall into the trap of making a promotional film a straight up sales pitch. Yes, you’re selling a product, but your audience still won’t be interested if that’s all they read from the film. Use this chance to do something unique instead – make your film funny, charming, moving, surprising. Give the audience something to think about so that the message about your product or service actually sticks with them.
This is your chance to get into the nitty gritty. An explainer film should do just as the name says – explain, explain, explain. In 2018, 95% of consumers watched at least one explainer video about a product or service they were interested in to find out more. It’s about functionality and giving the inside scoop on exactly how your product works. It’s your chance to add value, give detail and lock in the sale!
Pros – Unlike some of the film types earlier mentioned, explainer films can be slightly longer-form and take the time needed to give a thorough explanation. Generally running about 2 minutes, explainer films are more detailed and allow the communication of details to your customers.
Cons – Let’s face it, explainer films can be boring. If you want audiences to engage you need to strike the balance between keeping it fast-paced and interesting while also being detailed and informative enough to improve customer experience. It’s a fine line but we’ve toed it many times! Reach out and let’s see how it could work for you.