You live it, you know it, you complain about it: your digital mixed media has become so complex that it’s now ultra-complex to create engagement and increase your brand awareness without spending budgets that make your financiers cry. Despite this, video remains the most impactful and accessible medium… provided you pause and think carefully about your objectives and challenges. The time you spend thinking strategically and the resources you allocate will allow you to take advantage of a video (or a series of videos) that suits you, that holds up and that will allow you to spread your wings.
Here are some forms of video that could potentially be interesting for promoting your activity:
THE VIDEO SPOT of 15 to 30 seconds
The short video, with a commercial purpose, is the most common type of video: this spot is intended to be published on a large number of digital vectors, such as social networks, the company’s social network, the website, on youtube, on your next events, fairs and exhibitions…
Its short duration also obliges us to be “straight to the point” in terms of its content, which is usually limited to one important piece of information. This constraint is also an asset to communicate effectively, without frills, and why not create a series of video spots that will deal each time with a key element of your product or service.
THE SNACKING VIDEO
Even shorter than the video spot (i.e. a few seconds), the so-called ‘snacking’ video aims to ensure a frequency of publication that will fill the news feeds of your target, to remain absolutely top of mind, with ultra-well thought-out content but produced/realized with more voluntarily restricted budgets. Unlike a corporate video, which generally has a lifespan of 3 to 5 years maximum, the snacking video has its moment of glory in the news feeds on Facebook, Insta, Linkedin, TikTok, then it disappears and can obviously be recycled later. The snacking video never exists alone, it is part of a global package, for example made up of ten or twenty viral snacks that will leave a lasting impression on your target’s mind! More and more companies are taking the step of integrating these snacking videos into their communication plan for budgetary reasons and to be able to exist throughout the year, rather than with a single video (generally very well polished but which will only be viewed once by the target).
CORPORATE VIDEO
The corporate video allows you to be credible in the eyes of your target audience: you exist, you have the means to present yourself in a way that is different from a homemade selfie, you have taken the time to establish your strategic vision and you present it to the world! This type of video takes a certain amount of time, because it requires you to think carefully about your vision, mission and values that you will convey in your corporate video. It is the best way to give your target audience the opportunity to get to know the best part of you, so don’t try to do it in fast & furious mode! A corporate video usually lasts between 1 minute 45 seconds and 2 minutes 30 seconds. Beyond that, you lose the attention of your target audience.
THE EMPLOYER BRANDING VIDEO
Do you want to showcase yourself and become attractive? Are you struggling to recruit quality candidates? Do you want to shine in all directions and generate interest in the midst of the fierce competitive jungle? It’s high time to think about an ‘Employer Branding’ video, to highlight your own employees and therefore your internal values, your collective mindset, your professionalism, your products and services and the way they are produced… The more you look after your internal image, the better you will be perceived externally. Positive attracts positive! An ‘Employer Branding’ video will allow you to bring the human touch that is so important to everyone, especially after these long waves of confinement that have really changed the world… and also the way we understand social and professional relations. This type of video is also very similar to the ‘corporate culture’ video, which is intended to highlight the spirit of your brand or organisation, and not to put your products or services in the foreground.
THE VIDEO FOR EXPLANATORY/INFORMATIVE PURPOSES
Are you marketing a product or service? Very often, it is full of specificities, it must be presented in a didactic way, understandable by your target, and it presents so many advantages that everyone gets lost in this indigestible explanatory soup. So, there is only one solution: take the time to gather your experts and make a clear, entertaining, structured summary of your product or service, summarising it in a maximum of 4 or 5 features or competitive advantages that will catch your target’s attention. This may seem like a difficult exercise, but I promise you it is worth it. An explanatory/informative video can be composed of a mix of real footage and motion design, to highlight the elements you want your target to remember.
THE INTIMATE VIDEO
Are you producing something special? Does your business revolve around a particular craft or artistic process? The intimate video can be a strategic choice to literally take your target behind the scenes and let them discover your activity: the creative/artisanal process, the team that works in the shadows but without whom your activity would not exist, the particular place where you carry out your activity, the emotions linked to the life of your company, the human element, the human element and the human element again! Because it’s inevitable: behind the product or service we buy, it’s above all the identity, the mindset and the human energy deployed that counts.
THE “TESTIMONIAL” VIDEO
Giving a client, employee or partner the opportunity to testify about a facet of your business gives a little more credibility to what you do, other than by talking about it yourself. Although it can sometimes feel a bit ‘pre-prepared’, a well thought out and intelligently produced testimonial video will give you the positive vibes you are looking for! It’s also a great way to strengthen your bond with those clients/partners/collaborators by highlighting them and pampering them a little đ
