Great Video Ideas for Any Business
Keri Goff - Former Vice-President & Editor, A Cut Above Video Productions, Inc.
Video Platforms such as YouTube, Vimeo and Periscope have taken over the internet. Ask the next person you see today if they have ever wasted time watching videos on the internet. The answer will undoubtedly be "Yes".
"YouTube has over a billion users — almost one-third of all people on the Internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views. YouTube overall, and even YouTube on mobile alone, reaches more 18-49 year-olds than any cable network in the U.S." - YouTube Statistics
With these staggering numbers, your business has to make the effort to be seen, heard and most importantly, watched. Video is the key to interaction and engagement with your company, and that potential alone is why your business needs a solid video presence.
So, let's go back to that person you asked if they have ever "wasted time" watching videos on line, and find out what they like to watch. I'm betting it's going to fall into one of the categories below.
How To Video
This is a big deal in the world of internet videos. Consumers don't want to be sold anything. They want to be educated on how to do something better, faster and cheaper. Does your product or service solve a problem? Teach them how.
Believe it or not, consumers want to see you. Yes, You. The Man with the Vision, the Woman behind the success. The Startup College kid with the Ingenious Invention. Whoever you are, what makes you tick? What prompted the passion you pour into your product or service?
Does your product or service require a little out of the box thinking? Try making a relevant "Demo" Video to help your customers understand and use your product or service to the maximum benefit. Highlight new features and get the consumer excited about purchasing your product.
Do you already offer live webinars to your clients? Record them. Reuse them. Make them available to clients and consumers who may not have been able to join the webinar. Another benefit of recording your webinars is that you as the presenter are more likely to give a polished and thorough presentation if you know the camera is rolling. It's a win-win.
There are many outlets to stream a Live Q&A Session, and there are many ways to execute an effective session, but let's take a look at why you want to do this. Companies who host live two way conversations come out of those conversations with more followers. More followers means more views to your marketing content, and then an increase in sales. Trust is built because the consumer knows they can ask why they are having this problem or that, or how to use your product better and a real live person will help them through it. In a world of automated customer service, more and more users are wanting that two way interaction. You will also gain insight as to the real world application of your product and may discover new uses and outlets that you can market to.
Testimonials and Video Reviews
These can be tricky because they can't be scripted or prompted. You need real raw testimonials from people who have used your product or service. Here is where having an experienced production crew can make you shine. They can capture your customers during a real moment. These real moments will do more for your bottom line than most any other marketing videos. Consumers may not listen to you telling them how great your product is, but they will usually listen to other average Joe consumers telling them how great your product is.
Funny Company Story
Have fun. Not all marketing videos sell your product. Engage your viewers with a funny story from the last company picnic or retreat, especially those supported by video. Poke fun at yourself for falling for the prank the accounting team pulled on you. These will make you a real person, who consumers can relate to on a personal level. You always want your customers and clients to feel like they can connect with you, because you are just like them after all, and they should trust your opinion and product.
We love our Job Video (Interview Employees)
Again, have fun. These types of videos are a cross breed of the Video Testimonial and the Fun Company Story. Consumers will assume the CEO is just out to make a sale. Show them the average working American in your office and let them relate to your clients on whole different level. Let them explain why your product or service is amazing to them. If the employee in the mail room has the same enthusiasm for your product or service as the Director of Operations, consumers will realize you have a winning product or service. This also gives you a chance to show off your facility.
How Its Made Video
These are especially great for creative and manufacturing businesses, as most people don't see the exciting things that creative people manufacture every day. That's not to say that only overly creative companies or manufacturing facilities can have these videos. Engage your viewer with your unique take on the nine to five and show them how your product or service really shines.
Before and After Project Video
Got a big project coming up? A new product in its infancy? Plan ahead for some great PR and Marketing footage. When the project is announced, have your staff talk about their expectations, hopes and responsibilities for the new product or service. Then when the project is complete, come back and ask the same questions. You will be surprised by the level of engagement this type of video can generate because your product or service has just been birthed from hopes and dreams to reality in the eyes of the consumer, without the months or years long process of actually creating something new.
Time Lapse of Project
Another take on the Before and After Video is a time lapse of the creative minds at work behind your concept, and the manufacturing or software team who brought it to life.
Big Announcement & Product Reveals
Really, what both the Before and After Video and the Time Lapse video are leading up to is your big product reveal. Keep it engaging by making it short and simple, but packed with all the features your product or service has to offer.
Behind The Scenes & Office Tours
After your product or service has been revealed, think about showing your customers and clients what your day to day operations look like. How you keep your product or service fresh and relevant.
Parody of your Product
This can be the most fun, and have the highest potential to go viral. Keep it relevant, but feel free to get as creative or outrageous as you want! A prime example of this type of marketing video is the 2010 Toyota Sienna "Swagger Wagon" campaign. This is extremely focused to their target audience, it's funny, it's relevant, and it makes their product seem fun and cool, while blatantly poking fun at the un-cool stigma of driving a minivan. Watch It Here
We know you don't have the marketing budget of Toyota, Nike or Google, no one is expecting your video to look like a Hollywood production, but that doesn't mean that production value doesn't matter. If it looks like your videos were shot on your cell phone, your clients will associate that low level of production quality to your personal sense of detail to product or service quality as well. Bottom line, if you have a great IDEA that will generate Interest, Desire, Excitement and Action, to get the results you want from a cost effective video, you will need to invest in it like any other marketing initiative. Remember, properly executed quality production doesn't cost, it pays.
Editor and Vice President of A Cut Above Video Productions, Inc.