So you’ve decided to make a video for your company. That’s a smart move!
Over 50% of marketing professionals all over the globe consider video as the type of content that brings the best ROI. And a smashing 85% of businesses report having in-house staff and resources dedicated to video production.
Video is a must in every marketing strategy today. But how do you decide which sort of video is best to convey your brand’s message?
To make the right choice, you will need to establish:
- the central goal of your video,
- the type of message you want to get across,
- who your audience is,
- where you will publish and how you will distribute the video.
At this point, you also need to determine whether your video will be a real action video (also known as live action) or animation. Here are some practical tips to help you consider these options and conclude which video format will work best for your brand.
Animated explainer videos are perfect if your organisation has complex products or services that can be difficult to describe. If you're trying to educate your audience about a technology service, an app or similar products, animation is your top pick. The concept you are explaining is intangible and animation will help you to visualise ideas in an easy, comprehensible and appealing way.
If you're trying to educate your audience about a technology service, an app or similar products, animation is your top pick
Another benefit of an animated explainer is that it presents no boundaries when it comes to the things you can show. The only limit is your imagination. You can imagine how intricate it would be to develop a live action movie where the protagonist can fly and casually transforms into a giant robotic bird with tentacles.
An animated explainer presents no boundaries when it comes to the things you can show
One more bonus of animated promotional video is that it's relatively light on your budget. 41% of marketers consider lack of budget as one of the top three reasons why they hesitate to use video.
Animation is very accessible and has a relatively short production time. Additionally, if your product is constantly evolving, you'll find it is simple to update or make changes to an animated video.
Animation is also a tool that helps brands to evoke desired emotions in their audience. It's easy for example to make your viewers laugh because it is simply an entertaining format. But you can also use animation to tackle more serious topics.
An animated explainer will help your brand stand out because marketers are just beginning to use the format.
Animation is a tool that helps brands to evoke desired emotions in their audience
Real action videos are just perfect if you'd like to emphasise the human side of your business and help your target audience relate to your company. Showing your employees at work will humanise your business. Creating a video during a tradeshow or industry event will allow to display your company’s culture and personality while presenting the event from your perspective.
The main benefit of live action is its authenticity. That's why it is the best video type for delivering serious messages. It's much easier to create the right tone in a live action video, especially if you're responding to a PR issue.
Live action is the best video type for delivering serious messages
Live action video offers a convenient way to show how a product looks in reality. Use this video format if your product has special features that can't be easily illustrated in animation.
Live action video offers a convenient way to show how a product looks in reality
Another serious perk to shooting a real action video is the speed with which you can have it ready. If you hire a professional production team, they will be able to deliver an engaging and well-structured video in just a couple of days after the production. This is a huge advantage if you're trying to capture an event or a campaign as quickly as possible in order not to lose the momentum.
Choosing the right video format is crucial for the success of your marketing campaign. You don't want to spend time and money on producing a video that doesn't resonate with your target audience or help you realise your goals.
Pick animation if you'd like to provide a company, product, or service an overview. That kind of video will also work for product or how-to demonstrations. You can inform your target audience about promotional sales or social campaigns you're holding via animated videos as well.
Select real action video if you'd like to develop a personal relationship with your customers and followers and ensure that your message is relatable. Benefit from the human element live action brings to your product or service.
Remember that the right format for your video content marketing strategy should match:
- the message you would like to express,
- the target audience and their preferences,
- your business culture,
- brand identity and image,
- and the objectives of your video content.
Only then you'll be able to make the most of the type of video content you create for your brand.