Ever lost a sock to the washing machine? You’re a target customer for day-of-the-week socks. They save you time by taking the guesswork out of your foot wardrobe. Buy a few matching sets, and even if you lose a sock or two, you’ll never be out a pair.
The secret is in predictability and cadence, with just enough flair to keep it interesting.
Wondering what that has to do with corporate videos?
If you’re aiming to post (or produce) a video per day, these 7 types of video can boost your brand, enhance your ROI, and raise your click-through rate. One for each day of the week—lather, rinse, repeat!
Company Culture Video
The power of the corporate culture video is twofold. First, recruiters report 800% higher engagement rates with job ads incorporating video. That means a killer culture video can lure potential employees. Second, you’ll generate excitement and camaraderie with potential clients and customers by showing them how the sausage is made (so to speak). The best company culture videos offer a shift in perspective from the typical client-facing piece.
Maybe you’re showcasing a key differentiator like 37Signals does with its remote work video. Perhaps you’re doing an in-depth behind-the-scenes look at a day in the life of someone at your company (check out Warby Parker’s take on this here). Whether you interview real employees, or go onsite with real customers, the key word here is “real.” A company culture video is a powerful method of building trust and brand loyalty via authenticity, openness, and awareness.
Personalized Video (1:1)
The 1:1 Video is gaining steam as a formidable sales tool, tying in with the trend of ABM (Account Based Marketing). 97% of marketers said that this type of targeting garnered better results than other marketing initiatives. As the experts at Wistia have pointed out, 1:1 video can be deployed at nearly any point in the customer journey. Creating a video demo tailored to a specific customer is far more intriguing and accessible than a whitepaper. Leaving a video voicemail is exponentially more memorable than sending an email. As production costs decrease, and methods to create video increase, expect to see a rise in personalized video experiences. Get ahead of the curve by adding this brilliant brand video to your arsenal today!
Also known as immersive videos or spherical videos, 360 Videos are literally next-level virtual reality for corporate videos. They allow viewers the next best thing to an in-person view when it comes to a product or a process. 360 Video is especially awesome when showcasing an event, like a keynote or a concert. Compared to traditional video, 360 Video can be a better way to engage, promote interaction, and keep attention. Immersing someone in an experience feels special, inspiring, and ultimately more actionable and shareable. While this type of video can be more production-heavy and costly than other types, it’s great for capturing a truly unique experience. Like, say, an epic beach vacation.
Interactive Video is a trend on the rise, with 23% of marketers saying they tried it in 2019 (compared to 20% in 2018). With 83% of those marketers deeming it successful, odds are good that giving it a try will be a brand bonus in 2020 and beyond.
But what is interactive video, and when should you use it? Put simply, it’s a choose-your-own-adventure of sorts, with different outcomes and angles visible depending on a viewer’s choices. Leveraging a little bit of game thinking and lots of scenario-based scripting, some studies show that it lends a hefty leg up to engagement, increasing viewing time by 47% or more. The option for a more interactive experience is endlessly appealing to viewers. And the trackability is a dream for content marketers. Interactive video is ideal for topics like step-by-step tutorials, shoppable content, or e-learning.
Training and Education Video
Speaking of e-learning, don’t sleep on the classic training video for your corporate videos. Educational videos are a perennial favorite and likely to stay that way. If your brand doesn’t have an educational or training video yet, it should – video is more universally accessible and understandable. It’s an economical way to educate a large audience in a uniform manner. When 85% of every dollar spent on classroom training goes to delivery, video is an obvious choice. Plus, you’ll benefit from increased engagement, and a massive boost in retention over traditional training.
Customer Testimonial Video
Testimonial videos round out the top 4 most common video types. 89% of marketers say that video is the most effective content marketing tactic. Add the appeal of authentic customer voice, along with a dash of compelling content on what it’s really like to use your product or interact with your brand, and you have a winning formula to attract and preserve customer relationships at various stages of the funnel. For a prime example of a well-done customer testimonial, check out this video by Lifelock. It’s is a lesson in how one customer’s palpable emotions and experience caught on video can inspire someone who may have never previously considered this type of service.
Traditional content marketing is heavily reliant upon the blog. But the future is in vlogging – as RSS feeds go extinct, YouTube is growing vlog platforms organically and exponentially. A video blog is also a crucial way to gain and maintain followers on vital social hubs like Instagram, Facebook, and Snapchat. Vlogs are quick, easy and cost-effective to produce. Vlogs also do double duty as an ideal vehicle for repurposing content that started out as a traditional blog post, a lengthy video, or an internal-facing communication.
With seven distinct types of corporate videos to choose from, you’ll ramp up to posting a video a day in no time. Switch up your strategy by alternating between live action, whiteboard animation, motion graphics, and so on. Take it one day of the week at a time, and soon you’ll have a versatile and eclectic library of rich video content.