A Video for Every Business Need – Part 2
Newsworthy videos are great to communicate new product features, industry news, mergers or acquisitions, and important PR happenings. You can use an interviewee format in which someone asks questions and the other answers, have one person speaking to the camera, record a speaker during a presentation or just live stream during an important industry event.
Nowadays, you can even use your phone to shoot a newsworthy video, but you’ll want to mind your audio and video quality, especially if you’re in a conference or event setting. Using microphones and a tripod to stabilize the camera is always a good idea.
Try to incorporate your brand in a credible way. You can do this by positioning the person in front of your logo or having them wear a promotional product (shirt, hat, pin, etc.) or including your product, but only if it makes sense in the setting. Forced product placements look tacky and can diminish your credibility.
Testimonial/ Customer Review Videos
Customers are your greatest advocates – there’s nothing that adds more credibility to your business than having clients vouch for you. Instead of asking your customers to write a review, you can ask your best customers if they would be willing to record a short review video.
Make sure to provide some guidance without telling them exactly what to say. Send some questions beforehand so they have some time to think about what they want to say. While filming, make sure they answer in complete sentences and ask them to mention your business’ name a few times. Some guiding questions can be:
- What has your experience been with the product?
- What do you appreciate most about the product?
- What convinced you of purchasing this product versus the competition?
Vlogs or Webinars
When done correctly, vlogs or webinars are a great content marketing resource.
Vlogs are the equivalent of a blog, someone presenting industry trends, sharing their opinion on an industry issue or discussing a common topic. They should be filmed in a studio or a setting that makes sense for the business.
Vlogs can be informal, but you’ll want to rehearse a few times and make sure that your audio quality is top notch. If you’re technically savvy or have resources to invest in a video producer, you can incorporate graphics and/or other visuals. It’s hard to keep viewers engaged during a 5-10 minute video of someone talking to a camera, unless you have a very good speaker.
Webinars, on the other hand, are very issue-specific – “how to solve X,” “the value of Y,” etc. They involve someone giving a presentation and are usually offered as a live event and recorded for others to view later. There are many “marketing professionals” going around offering to record webinars and present them as if they were live. Please, please, please, do not do this; people want to interact with live webinars, have the ability to ask questions and participate in poll questions. There’s nothing wrong with a recorded webinar, just set your audiences’ expectations from the beginning and don’t try to trick them.
Social Media Videos
Videos are a great social media tool to amp up engagement. In fact, 70% of consumers say that they have shared a brand’s video on social media.
Social media videos can be great to communicate your brand’s personality, use humor or novelty or deliver additional value to your followers. With this being said, it’s important not to be overly promotional on social media videos. Keep it short and visually interesting. You can experiment with video formats that don’t rely on audio since many people start watching videos on social media without the sound on.
You can also use other video formats on social media such as vlogs, newsworthy videos and tutorials.