You know those talking-head videos you see all over the internet? How did they become the go-to for branded video content? Sure, they get the message across–but we all want a bit more than that. And their ubiquitousness is the very reason they miss the mark: they feel like everything you’ve ever seen. To succeed in the online digital market, to both enthrall and engage your customers, you need to produce high quality video that’s different from your competitors and allows you to stand out.
The ways that your brand can highlight its uniqueness and shine a spotlight on specific products, services and core values include social media posts, blogs, commercials and videos–but you know what we’re going to say. Right now, the marketing tool that’s most beneficial to your business goals by converting prospective customers into sales… it’s video. What’s the voice behind your brand? Video gives you the opportunity to reveal that voice, helping determine how your brand will be interpreted by the people you’re trying to reach.
Video can be straightforward–people aren’t left scrolling through generic copy, guessing what you mean. But straightforward doesn’t mean boring. Sure: a stand-alone person in front of a camera with a rehearsed script and corny visuals in the background is boring, and it’s what can happen when going with the cheapest option. But it’s certainly not what you’re looking for, and a result like this leads to both frustration with the process and disappointment with the lack of engagement. A boring corporate video won’t increase viewership, visibility or sales and might actually hurt your brand in the end. So if you’ve made room in your marketing budget for a video, you’ll want to make sure that “straightforward” doesn’t convert to “dull, lifeless and uninteresting.”
So what does that all that look like? Validation from peers in the form of client testimonials is a great way to connect your brand to the people you want to reach. Footage from your offices, plant, or job sites can pique someone’s interest in what it is that makes your company tick. If you have a signature product, people love seeing it in action–and an award winning cinematographer can make even a simple product look super cool. Animation and motion graphics can enhance your video and stop someone from scrolling through a social media feed long enough to see what you’ve got to say. And while Joe from HR is friendly enough, the use of professional actors, whether on-camera or voiceover, is another way to really raise the bar–especially if you’re looking to add some drama or comedy.
Using video to convey the value of your products, services, and brand is a no-brainer, and customers will spend more time on your company’s web site or social feed if there’s video, but only if it’s executed well enough to fully capture their attention. By choosing to work with a video production agency like Ten Peak Media with years of experience finding a company’s unique brand story and figuring out how to tell that story on screen, you’re investing in a sure-fire marketing tool–no talking heads allowed.
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