What is the best video to create for your business? What will give you the biggest return on your investment?
There are lots of different types of videos you can create—the opportunities are endless, exciting, and maybe a little overwhelming.
So how do you get the biggest bang for your buck? Every business is unique and has it’s own needs when it comes to marketing—and budget will be the biggest factor when deciding which video(s) to produce.
For most businesses, creating a brand explainer video is the best place to start. Usually 90 seconds to 3 minutes in duration, a brand explainer video showcases the products and services you offer, and provides a glimpse into your company values or what makes you unique in the marketplace. It’s the video you look for when you’re on a company’s website and want to know who they are and what they do.
Brand explainer videos are versatile and bring a lot of value to lots of different marketing channels. Here are a few ways, with examples, that the explainer video can work for you:
1. Quickly explain who you are, what you do and—most importantly—why your customer should care.
Video can pack an incredible amount of information into a short amount of time. If someone was going to skim your website for a minute or less, do you think they’d rather read two paragraphs on your homepage, or watch a video that shows off your location, products, employees and the overall ethos of your business? Viewers retain 95% of a message when they watch it in a video compared to only 10% when reading it in text.
Below is a video we created for the Lighthouse Mission Ministries in Bellingham, WA. Everyone in Bellingham knows of the Lighthouse Mission, but most people that I talked with didn’t realize how many amazing services they provide to our community. This video highlights their different programs, and keeps people engaged through personal stories of people who have stayed at the Mission, work on staff, or volunteer there. They use this video at every presentation they give now, because it quickly and effectively gives a holistic picture of the work they do.
2. Build relationships with your audience
Connecting with your customers has always been important, and as relationships and social interaction move more to an online platform, it’s increasingly important to connect with people in a very human and personal way. This is where video excels! Video captures your emotions, friendliness, and helps give your clients and customers someone to relate to.
Best-selling author and motivational speaker Bob Burg says that “All things being equal, people will do business with—and refer business to—those people they know, like and trust.” An explainer video helps you build this rapport with people that you might otherwise never had a chance to meet in person.
We produced the video below to showcase the work of both Banner Power Solutions and Smith & Vallee. In this video, we meet Andrew & Eric, and immediately see and understand their passion for their respective crafts, as well as their dedication to sustainability. Conveying all of this information just with text or through photos would have been a real challenge!
3. Use it in all of your marketing channels
One of the things I love most about the explainer video is its versatility. You can put it on your website, create more engaging social media posts and even use it in email. Emails that include a link to a video in them have been shown to boost open rates by 19% and click-through rates by 65% according to Animoto. Explainer videos can also be a great tool for your sales team to use when they reach out to a prospect who might not know much about your company, product or services.
Skookum Kids has seen great results with their Foster Care Stories series on social media. By “boosting” some of their video posts on Facebook, they’ve been able to generate higher impressions & engagement numbers—which has led to more organic attention, and a lower cost-per-impression overall.
4. Enhance your most valuable channel: your website.
Including video content on your website helps boost search rankings and total time spent on your site—as much as 2.6x longer! Video makes your site feel more alive and dynamic when people can interact with your content. At Lighthouse Mission Ministries, their overview videos is featured prominently on their homepage, immediately inviting visitors to learn more about their work.
You can also more easily control the attention of your visitors with clear calls to action. Depending on how your video is hosted, you can add a clickable prompt for people to take the next step immediately after they view your video.
5. Capture content that can be repurposed in future videos
Creating brand overview videos typically involves capturing a lot of footage around your business to provide good visual coverage. Once this footage is captured, it’s a lot easier in the future to incorporate it into other projects and videos. Often times we can repurpose that content into shorter pieces, like this 30-second TV spot we did for Alcoa Intalco Works in Ferndale, WA. While we did capture a few new shots specifically for this spot, we had a ton of footage to work with from a previous project.
Creating your first video doesn’t have to be overwhelming. Think about the image you want to present to your customers about who you are and what it’s like to work with your business. Focus on your core message and keep the video tight and compelling. Creating this video first will open up a lot of possibilities for your marketing and will pave the way to create even more engaging content in the future.
If you’re ready to create an explainer video for your business, we’d love to talk with you about your marketing goals and plan a time to get started. Contact us for a free consultation!
Do you have an explainer video for your business? We’d love to see it—post a link in the comments below!