For marketers, it is essential to select the right content formats to ensure that your campaign is well-executed.
Amongst the many content types, video marketing is one of the top ways that brands can use to reach out to their audiences effectively. After all, they are found to have a higher sales rate than static content (Source: Marketing Dive), presenting the opportunity to garner new leads and drive conversions.
Undoubtedly, videos are a powerful communication tool for sending out your message. But before we dive into producing one, it’s important to understand the different types of videos and when you should use them to help you achieve your business objectives.
- Live-action video
Live-action videos feature real people or objects, and are the best for creating an emotional connection with your audience. These videos are typically informative, entertaining or educational, and work well when intentionally employed to tug at the heartstrings of viewers.
Whether the people in the video are directly addressing the viewers or not, live-action videos can be based upon consumer insights to tell compelling stories and build empathy among audiences.
Videos that feature human faces also double up to establish a sense of authenticity and credibility, acting as a driver for people to buy your products, and more importantly believe in your overall branding.
When to use them:
- Introduction videos
- Sales videos
- Tutorials
- Animated videos
Animations are an alternative to human talent and have the added bonus of being able to effectively communicate complex ideas that can be difficult to recreate in real life.
There are many styles of animation available, which can also be adapted to accurately reflect and capture your brand’s voice and personality.
When to use them:
- Explainers
- Marketing and promotional materials
- Whiteboard videos
Whiteboard videos bring stories to life, with visuals drawn on a digital canvas, mimicking a whiteboard. Also recognised as the format of draw-my-life videos commonly found on YouTube, these video formats are great for helping viewers break down processes and understand how elements get from one point to another.
When to use them:
- Explainers
- Presentations
- Data-heavy informational videos
- Motion graphic videos
Motion graphics are a form of animated videos, but usually don’t tell a story explicitly. Instead, they make use of dynamic shapes, text, colour and music to convey ideas with energy.
When to use them:
- Promotional videos
- Typography videos
You would usually use typography videos when reinforcing a single key point. The combination of movement and text works to manipulate the sensations of sound and weight, affording designers the leeway to play around with the size and density of the text and speed at which it moves around.
Typography videos are also great for sharing information within a short timeframe.
When to use them:
- Short, engaging videos
- Screencast videos
In essence, screencast videos are screen recordings of whatever is happening on a computer screen, paired with voice-overs narrating what is going on. These are typically used for walking users through the steps of a particular software or website which can be found on a digital device.
When to use them:
- Tutorials
- Play-throughs (Particularly for online games)
- Live stream
Live streaming is all the rage, and is the perfect virtual solution for a current and intimate experience with your audience.
Typically on social media platforms, live streaming has become especially popular with major parts of the world seeing lockdown restrictions still in place and live events being discouraged.
Broadcast live videos to your audience when selling a product, revealing exclusive sneak peeks or when covering an event! Another perk is the interaction with viewers that these platforms allow as well.
In conclusion…
One thing you might have noticed in the examples above would be that the different types of video vary in length.
To determine the best video length for your content, experiment with different types of videos and consider your marketing objectives before jumping into production. While you may be drawn to a certain type of video based on your preferences, be sure to find a style that resonates with your audience and delivers your message effectively.
