Subject Matter Expert videos, or SME videos, help in establishing your brand as an industry leader. For marketing, they are effective as top funnel tools to attract new audiences, as well as, in managing engagement with your established base.
They are also valuable for internal purposes as they contribute in knowledge-sharing and training.
Here are a few examples of SME videos that brands should have in their arsenal.
MasterClass-type Videos
Everyone is familiar with these types of videos and they’re relatively easy to produce. These MasterClass-type videos can be used for both external and internal audiences.
These videos are also a great way to generate revenue as pay-per-views or subscription-based series.
Depending on the purpose and usage, they can vary anywhere from 5 minutes to 30 minutes in length.
We’ve also produced them at various production levels. In one case, we rented a mansion in San Francisco and shot a series of 10 videos over a three-day period. It included original b-roll, motion graphics, and cinema-quality cameras.
In another case, we shot with mirrorless cameras in a hotel room.
Depending on the budget and audience, the production value can vary. In most cases, we recommend hiring a professional video production company rather than taking a DIY approach, especially if you intend the videos to generate revenue.
TED-talk-type Videos
Another popular format that we often produce is the TED-talk-type video. These generally include a live audience although not required. We generally shoot these on a stage or a studio with at least three cameras on a sound stage and a video wall in the background. We’ve also shot these on an actual stage
Occasionally, we have a separate b-roll shoot to include in the final edit. Depending on the subject, we may also include some level of animation to give the video an extra flair.
Instructionals and Demos
These are of course similar to MasterClasses but they get more into the weeds. They’re essentially online classes like Khan Academy, but more for a corporate audience. The classes we’ve produced were designed for a specific niche audience like cybersecurity or cryptocurrency.
As with the other SME videos, the level of production varies. We’ve produced a series of ten short instructional videos all in one day on a sound stage. We’ve also shot a series on a sound stage that required three cameras, four days and heavy motions graphics. So the scope and budget for these videos vary widely.
But they are all effective in providing an easy way to share knowledge and develop your teams, as well as, act as revenue-generating content on a global scale.
Overall, SME videos have many uses from marketing to sales to human resources. They provide a source of revenue, and establish your credibility as an expert in your field, which can have unmeasurable returns in the long run.
At Picturelab, we have produced all types of SME videos over the years, and can guide you through the process. We are a full-service video production company that can help from scriptwriting to production to finishing.
We have offices in the San Francsico Bay, Silicon Valley, Los Angeles, and Orange County areas. To learn more about how we can help, contact us at info@picturelab.com.