It’s a noisy world. Every second there’s new content everywhere from everyone. How do you stand out? How do you connect with your audience and build relationships?
Videos are just one of the tools, but in our current reality, a very important one.
We don’t discount the videos created on your phones or with AI – they have their uses. But the constant flow of the same can be disengaging. If I hit up a video and I hear one of those stock AI voices, I scroll immediately.
Especially for brands, you need a mix of different types of content. That of course includes videos that are more thought-out and professional.
Here are some suggestions on the content to include in your engagement strategies.
Conversation Videos
If you want to connect, speak directly to your audience. This usually entails a CEO or another executive having a conversation. Yes, talking-head videos might sound boring, but some of the most engaging videos are TED talks or other similar conversational content. Make sure that the video is relatable to your audience and it’s entirely ok to be personal. To state the obvious, avoid sales-y jargon and simply listing off all of your accomplishments. It’s a video, but treat it like you’re having a conversation with your audience and not giving a speech.
Make sure your talent is charismatic and have a killer script, if there is one.
Include some smashing b-roll and motion graphics if it makes sense.
The types of conversation videos we’ve produced in the past include company announcements, product launches, and recruiting videos like this one:
Customer Success Videos
These also include customer testimonials and case studies. These types of videos are always engaging because they’re relatable – they discuss a problem and how that problem was resolved from people who have experienced what your potential clients may be experiencing.
There’s always the temptation to record these on Zoom or on your phones, but that strategy can go south very quickly. You want the video to look professional, especially when your valued customer is involved. You want to paint them in the best light possible. We also recommend that the video isn’t all about you, but also talks about your client’s brand.
Also include relevant b-roll and graphics.
Product Videos
More and more, these are becoming easier to do. These days it doesn’t take big budgets to do an animated product demo. Live action videos can be done pretty easily as well (e.g. Amazon product videos). So there’s no reason not to include them in your general marketing projects.
Of course, if there’s a higher-priority product, it’s worth hiring a professional production team to make sure it really stands out. For a more top funnel approach, you can include some creativity to make it stick.
Whatever the approach, there’s definitely a return in showcasing as many products as possible with a video.
Videos are very important tools in engaging with your audience. With every year, there seems to be new trends and new technology to make videos engaging and possible, so there’s no reason not to have them.
As a full-service video production company, we can help with any type of video you need to expand your brand awareness and engagement. To learn more, contact us at info@picturelab.com.
Picturelab is a creative video production company with offices in Irvine and Mountain View, CA. We serve clients all over the world with a regional presence in the San Francisco Bay Area, and the Greater Los Angeles and Orange County areas.