As technology evolves, so do our marketing methods; and right now we’re in the golden age of video. 90% of global consumers now watch videos online and according to Forrester Research, having a video on your site increases your chance of getting a page one listing on Google by 53 times.
However, a good quality promotional video is still a large investment for most companies – so it’s tempting to try to make do with a single ‘one size fits all’ promotional video. But according to Richard Edwards of Quatreus, this approach will actually inhibit your return on investment – not increase it!
There are three keys types of business video, each fulfills a very different role and therefore needs a very different approach. By determining which of these videos your business needs you can be sure to create a video, or series of videos, that will give you a good return on investment.
1) Online promotional videos
Promotional videos are generally used on your own website, as a YouTube advert, on social media and sometimes within online trade magazines.
So what makes online promotional videos different from other video formats?
Length – Because online promotional videos are disruptive to viewers’ browsing experience they should generally be quite short, around thirty seconds or less. They need to capture the attention of your audience immediately and convey your message quickly and concisely.
Sound – People watching your online video are likely to have their speakers attached and the volume turned up. This provides an opportunity to add music and a voiceover, which can convey far more information than text alone.
Key focus – Since the viewers of online videos are going to be mainly end-users, your key focus should be on them and how they will benefit from your product. As such your messaging should be benefits led and personal..
In the Apple video http://www.youtube.com/embed/Zr1s_B0zqX0 we see lots of shots of people actually using the products while the voiceover tells us the benefits and USPs of the brand. By activating the imagination of your target audience, you can create a desire to buy
2) Video for presentations
Video can help to transform a boring slideshow into an interesting, engaging and professional presentation.
So what are the unique elements of a presentation video?
Length – As these videos are designed to give more in-depth inforatmtion that are often between three and ten minutes. However, it is still important to keep it concise and avoid waffle, otherwise it will become boring and viewers will switch off.
Sound – This will depend on whether you are using the video to accompany a live presenter or the video is supplementing the presenter.
Key focus – The focus of this type of video is to explain your product or service so as well as detailing the key benefits, you might also want to include technical specification, markup potential, sales so far, design and production process, quality assurance, customer service and history of success. Again, it’s crucial to remember that these always need to be brought back to how the viewer will benefit.
Overall, presentation videos should demonstrate the connection between your business and the end-customer. This connection will help convince investors and other business professionals of the opportunity your company offers them.
3) Exhibition and trade show promotional videos
At exhibitions a video can providing a rolling demonstration of the key features and benefits of your product. Exhibition videos also have their own particular requirements:
1) Length – Your visitors will not stand around for a long period of time staring up at your video screen. As such you will want to keep your videos concise and around one minute in duration.
2) Sound – At most exhibitions there will be a lot of background noise, so make sure your video does it job without the need for sound.
3) Key focus – The video needs to convey detailed information of your product features and benefits, as well as giving a good impression of your brand – all through text and graphics.
The video must also be aligned with both your exhibition stand design and your product marketing. This is more important than in other promotional video formats since the video will be using mostly graphics and text to convey information.
So before you go rushing into a large-scale production of just one video, ask yourself: can I really use this video in all necessary settings? Perhaps with some tweaks you can shoot one longer video and then edit it for each required format, or perhaps you could use the same locations, actors and production crew for each video, reducing overall cost.
Whatever approach you decide, a well-planned and executed promotional video will help set you apart from your competition.
About the author
Richard Edwards is a Director of Quatreus Ltd. Quatreus specialises in creating face to face experiences that strengthen relationships and improve communication – for both internal and external audiences. Activities include customer facing events and activities, exhibitions, trade-shows, road-shows and interactive experience centres, as well as conferences, AGMs, and staff and stakeholder engagement programmes. For more information see: www.quatreus.com