In online video marketing, as in any trend niche, there is a complete confusion. There are selling videos, explainers, corporate clips, advertisings, viral videos, video infographics, and a bunch of other options.
To slightly simplify this turmoil, we’ve identified three main formats of branded videos depending on the task they are solving.
Let’s look at each of the formats and discuss their importance for brand building.
Most often, the video ad is designed for the first contact with the audience. Users do not yet know about you, but with video ad production, you catch them and try to get their attention. Thus, video ads should be short, vivid, emotional, and correspond to the interests of users and the context in which they watch your video. That is, if a user watches the YouTube review of a new computer game, you do not need to irritate him with advertising of accounting services.
This branded video format is not for the first contact. The user has already heard about you, became interested and came to your site or to the page on the social media. And now, he wants to know more about you to make a purchase decision. Accordingly, the video presentation should tell about your product (service or company). Here, you must demonstrate your product, highlight its main advantages and how the user will benefit from it.
With corporate video production, you are able to:
The video production is an important element of content marketing and search marketing. In the image videos, you should not say directly about the benefits of the product. Their mentions should be neatly inscribed in useful and interesting content.
Image videos work for the reputation of the brand and are focused mainly on viewers who already know you. But there is one exception. The video for search queries (reviews, branded video tutorials). In terms of format, these are the same corporate videos, but they work with a new audience who is ready to buy.
The web video production can be classified according to other criteria: visual technologies, audience, distribution method, etc. and all of them will influence the content. But you, as a customer should not worry about this. It is enough to understand why you need a video and how it should solve your problem successfully.
We at Digital Lagos create unique videos keeping in mind the brand and industry standard.
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