We recently completed a one-year contract with a government agency to create and implement a comprehensive video campaign. Collaborating closely with the department stakeholders, we designed several different types of videos that served to streamline access to business operations and create awareness for the public agency’s services and programs.
Although there were objectives specific to this organization, there were several universal strategies that can apply to any campaign, for both the public and private sectors.
For brands focused on an entire video strategy rather than a one-off project, here are several types of videos to consider to include in the campaign.
Branding Videos
These types of videos are top funnel assets intended to provide a general overview of your organization. They introduce the brand, convey its personality and inform the audience about its overall mission and services. They are meant to pique interest, but are more than a simple teaser. These branding videos can be anywhere from 30 seconds to 3 minutes in length.
Explainer Videos
The next step is the explainer, which explore a product or service in more detail. Unlike branding videos, the explainer focuses on a particular service or product within the brand. These videos tend to be no more than 90 seconds long, and should be engaging enough to retain casual prospects.
How-to and Demo Videos
The demo video goes into the weeds. They provide an in-depth tour of a product or provide a step-by-step guide on how to use it. For the government agency, we created a series of animated how-to videos on how to use their online job search and application tools. These videos are directed toward existing clients or developed leads, and can be as long as 5 minutes or more.
Social Media Videos
In parallel with all the videos above, we produced short, 10-15 second, spots for social media. These were fast and quick short versions of the above videos, edited for social consumption to raise awareness and connect with the public.
Other Videos: Testimonials, Events and Recruiting
Other videos to consider are the testimonial or case studies, event videography and recruiting videos. Though we didn’t produce these types of videos for the government agency, they are effective in engaging with your audiences.
The testimonial can be either top funnel or something more toward the later stages in the process. Especially if it features someone prominent (e.g. see the PagerDuty testimonial below with Zoom’s CEO), the testimonial can be an effective tool for capturing casual observers. The testimonial can also be a way to close the deal in the same way a referral or review can for products on Amazon.
Events convey your organization’s presence and activities. They can also reinforce your brand’s social impact and personality.
Likewise, recruiting videos are a way to showcase your company culture and attract talent at the same time.
Regardless of your brand’s overall mission and audience, videos are an effective tool in attracting and engaging with your client base and beyond.
Picturelab is a full-service video production company and we can help to develop your entire video marketing campaign or assist with any component of it.
We service clients all over the United States and the world, with offices located in Mountain View, CA (San Francisco Bay Area) and Irvine, CA (Orange County, Los Angeles and San Diego).
Contact us to learn more about how we can help.