By Mike Stiles on May 09, 2014
Last post, we talked about the rising necessity of brand video content. Reaction was about what we expected. People realize the public is increasingly consuming video. But many pointed out videos can’t be “skimmed” for quick consumption or quick assessment of value like articles can.
So, know that the opening seconds of your video are critical like the headline and opening sentence of an article. It must prove right out of the gate it’s worthy of the time required to watch it, or viewer retention will be short. Also, giving it a transcript and/or compelling description will help potential viewers decide whether to watch.
Today, as promised, we want to run down what many consultants charge really good money for, ideas for brand videos. Just as many brand bloggers grapple with, “I don’t know what to write about,” many marketing teams don’t know what kind of videos to make. Try these on for size.
- Company History: depending on your company’s size/age, this could be a one-shot or a series.
- Product History: how did your product or service come to be what it is today?
- Featured Department: show me how your various departments run and show me the people who work in it.
- Department News: regular update videos from appropriate departments like marketing and R&D that tell us what they’ve been doing.
- Personnel Features: people are interested in people. Show me interesting, non work-related things about the people you have working there.
- Customer Testimonials/Case Studies: show me problems like the kind I have and how your company solved them.
- Explainer Videos: show me what you do overall, or what certain aspects of your products do in really short videos.
- Product Tips/How-to’s: your product probably does things I’m not even aware of even though I own it. Show me.
- Industry Newscasts: don’t talk about your brand in these, just present the latest news in the space in which you operate.
- Company Newscasts: if your company is so active that there are things to report at least weekly, break out the news desk and let’s hear it.
- Interviews with the C-suite: and don’t give me any PR fluff. Ask pertinent, relevant, probing, and yes, difficult questions.
- Brand Q&A: take questions via social then have the most qualified person in your company answer them on camera.
- Chopped Up Presentations: your execs give these all the time in various places, and each one can be broken up into a series of short videos.
- Customer Service Files: show me real issues your customers had and how it was resolved for them. If you show me you care about your customers that much, I’m sold.
- Product Rollouts: don’t just lay it out there, but some showbiz into it, Steve Jobs-style.
- Product Usage Montage: no dialogue, cool music bed, quick edits.
- User Generated Content: doesn’t even have to be related to the brand. Showcase your customers just doing the fun/funny things they do.
- Fun Videos: and notice I didn’t necessarily say funny. Can be employee karaoke, employee recipes, employee lip-syncs, parodies, pet showcase, hobby showcase…make me want to work there.
- Stunts: you don’t have to make a guy jump from the edge of space, but stage something genuinely interesting to watch and people will watch it.
- Repackaged Webinars: take the same info but go beyond the deck, illustrate it more visually.
- Insider Videos: these can be gated or subscription-based videos giving advanced, first-look notice about a new product or product in development.
Okay, one more.
22. Entertainment/Information Web Series: go mass appeal. Do a sitcom, reality show, news magazine, but keep your brand out of it except for “(Your Brand) Presents…” and the ad breaks in it, if any.
Now get to work Spielberg!