There are so many types of videos out there. Some are used for educational purposes, some are used for promotional purposes, and some are pure entertainment. The first thing you need to think about is which category do you want your video to fit into? What is the purpose of your video? Only you can answer that. Then you need to ask yourself what kind of video you want to utilize to share your message? Here is a breakdown of some of the different types of video.
This one is pretty self-explanatory. However, you don’t need to be a band to produce a music video. Your company can make a music video to show your fun side or your creative talent. Here are a couple music videos we have produced recently.
The purpose of this video is to show off a product or service. Think of any television commercial. By the way, there is no formula for how much these cost. It all depends on how much you are willing to invest in them. Again, you don’t always have to do what has been done. Use humor to “sell” the people of your company or “sell” your differentiating factor as if it were a tangible object and if it is a tangible object then advertise it! Don’t be afraid to get creative. Here is an example of one we produced for NewsGator.
Again, self-explanatory. You can use this to train your employees or if you sell something like software then you could produce a training video for your clients to watch and learn how to use your product. If you work at IKEA and your client has to assemble everything, produce video assembly instructions for your most popular products.
This is a popular type of video especially for client testimonials to share how great a product or service is. Non-profits love this because it allows volunteers or whomever to share their part of the story with their audience. This is a great way to connect your audience together. If they see that other people like your brand, then they are more likely to share in it. According to HubSpot people are 71% more likely to purchase your product or service if a friend recommends you to them on social media. The same principle applies to testimonials, although the percentages may be different.
An introductory video can be used to introduce the people of your company to your audience. This is great for personalizing your company and giving your brand a face instead of being some impersonal machine.
A TV show is a good way to reach a wide audience. If you aren’t looking for a TV show though, you can start a YouTube channel and produce a weekly show reviewing products in your industry or have a show of short sketches showing off your creativity. Whatever your idea, a regular show that appeals to your audience is a great way to engage them regularly. Joyco had the privilege of producing a TV show pilot and trailer for an idea called Food Source.
A documentary is a very effective way to tell a story. A documentary will utilize footage from an interview and lay on top of it footage from the real accounts spoken of in the interview. Testimonials are similar to documentaries only they are typically shorter and the purpose is promotion as opposed to sharing a story. A common misconception about documentaries is that they have to be long. They can be as long or short as you want them. We produced a documentary for The Greatest Generations Foundation recounting the stories of World War II veterans. Below is the intro for that documentary.
PSA stands for public service announcement. This is similar to a product/service video except that instead of selling a product or service, it is selling an idea. They usually appeal more to our emotions than product videos and are typically produced by a non-profit organization. Lately you may have seen some about texting and driving. This is a PSA we produced for The Greatest Generations Foundation.
These videos range from culture videos (videos explaining the culture of a company, place, or something else), to webinars (live web videos that people tune into usually for educational purposes), to video blogs (a blog in front of a camera), and unfortunately even to phone cameras and whatever they are pointed at (they can do good enough video IF YOU KNOW WHAT YOU ARE DOING, don’t just point and shoot).
I did not include animation as a type of video because animation is merely a tool used to make the above videos. Animation is very effective and can be more engaging with the right audience.
One more thing, many times a video may belong to multiple categories. Whichever video you decide to go with, just remember that your videos reflect your brand. Make them count.
What is your favorite type of video? Tell us about it in the comments!