Whether you are a large company or a start-up, brand image is extremely important to maintain brand recall, determining your business’s success.
Whenever a potential customer researches your company, they’ll go through the usual brand information – mission and vision statement, previous work, team details, etc. Out of these brand tools, the corporate video is of great importance. It will be what customers use to form their initial impression of your company.
The best part is that there are so many types of corporate video production you can leverage for your business. They also don’t have to be limited to being displayed only on your website but can be used on various platforms such as your company blog or social media channels.
It doesn’t matter what type of company you run and the industry you operate in. You can leverage the various types of corporate videos to increase brand recognition.
Company Profile Video
This type of video is what you can usually find in the “About Us” section for most companies. It’s a 4-5 minute video wherein the founders, executives, and other members will talk about how the company was started and, more importantly, why it was started. The tone is very conversational to build a good connection with viewers.
Of all the types of corporate video production, walkthrough videos are a great way for customers and other stakeholders to see how you do your business. These videos center on the business space, having the founder or executive walking the viewers through certain areas that they want to showcase and provide insightful and new information. These are popular because they can be visually eye-catching and keep viewers engaged.
Product Explainer Videos & Demo Videos
If you are a product-based company, then you can benefit from creating demo videos. In today’s consumer-centric world, customers want to make informed purchasing decisions to gather a lot of primary and secondary data. A part of this process sees product demos to understand if they want the product, whether it’s a surround sound system or even a pair of earphones.
By creating demo videos, you explain exactly what your product is and how users can leverage its different features. Ensure that you also use text parallelly in the video to explain the products visually for viewers. This will have a lasting impact.
Customer testimonials are an age-old marketing tool that will never lose significance. This type of video must look as natural as possible. Viewers don’t want to see or hear what they feel is scripted, especially when it comes to reviews about its products.
Ensure that you create an atmosphere where their viewers believe what is being said about the company and leave with a good impression.
Customer Onboarding Videos
Service-based companies use customer onboarding videos to showcase the different brands that take up their solutions. When showcasing testimonials from credible brands, you show potential customers how you can be trusted to become their service provider.
These videos can also help viewers understand how they can benefit from your service based on how others in the same industry have fared with your services.
Why should you focus on video marketing today?
The last handful of years saw a surge in the popularity of video as a content marketing format.
Specifically, in 2017, video rise to the top of your marketing tactic list. Video as a tactic was likely streamlined by your creative team as a one-to-many awareness play, with lots of focus on expensive production and little analysis to show for it.
2018 and 2019 transformed video from a singular marketing tactic to an entire business strategy.
According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.
Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.
But video hasn’t only transformed how businesses market and consumers shop; it’s also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers. In short, video is incredibly useful throughout the entire flywheel — not just to heighten brand awareness.
Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.
According to Gary Stevens, head of research at HostingCanada.org, “retargeting our website visitors on social media has led to a 47% increase in visitor value site-wide.” The granularity of video analytics on platforms like Facebook is one reason why, in 2018, 93% of businesses reported getting a new customer on social media thanks to video.
The options are also endless for service teams — onboarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalized customer support experience.
Lastly, according to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.