Professional organizations, entrepreneurs and businesses of all sizes are adapting how they use video. It wasn’t long ago that video that was online was merely low-resolution entertainment or news clips. But as video is the best idea-conveying medium, its popularity continues to grow proportionally to its easy accessibility and high quality.
There are five main classes of video, ranging from entertainment to compelling a person to act. Vidily.net offers about 15 different types of marketing videos in these classes in various formats, which can be categorized as 1. videos that increase awareness of a company or individual brand; 2. videos that stimulate engagement; and 3. videos that educate your target audience.
Awareness: Get on your customers’ radar. These videos typically have high-entertainment value and broad appeal, so they attract as many people as possible.
Engagement: Spark a reaction, whether that’s a like, comment, or share. Videos in this category usually play to the viewer’s emotions.
Education: Teach your audience something. If you’re targeting potential customers, that might mean a customer case study. If you’re targeting current customers, it could be a how-to video.
MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE, BUT ABOUT THE STORIES YOU TELL. -SETH GODIN
All types of videos share the goal of sharing a story or knowledge with the audience, so in this regard, they’re all the most basic type of video: informational. All videos have a target audience in mind, whether it is narrowed down to age, language, gender or political opinion, an audience was chosen when planning the scope when the creative brief took place. Entertainment is also a factor, at some level – if a video is not engaging, the viewer will simply not ‘hear’ the message, rendering the video useless. Videos simply can’t be boring anymore due to short attention spans.
THE AMOUNT OF INFORMATION CONTAINED IN ONE SINGLE FRAME CAN TAKE 3 PAGES TO DESCRIBE. THE FEELING, THE COLORS, THE MESSAGE IS SEEN IMMEDIATELY. IT IS A KNOWN FACT THAT PEOPLE ENGAGE MORE WHEN THEY WATCH A VIDEO AND TEND TO STAY WATCHING IT. THEY ARE ALSO HAPPY TO PASS IT ALONG. VIDEO INFORMS AND ENTERTAINS PEOPLE AND, GOOD OR BAD, TODAY MOST PEOPLE PREFER TO WATCH A VIDEO RATHER THAN READ A PAGE OF TEXT.
Why Online Video Works So Well
Complex ideas work extremely well with online video – would TED’s “ideas worth spreading” educational videos be such a success if the same content were merely published in a magazine article? Of course not, there is already great content being published in print, but it rarely gets shared or goes as ‘viral’ as much as some TED videos have. The video medium has a real ability to ‘hook’ viewers and engage emotionally. A video producer’s task as a storyteller is to communicate ideas – and the value of the ideas – in an easily digestible, efficient manner that makes an impact.
NO MATTER WHAT YOU DO, YOUR JOB IS TO TELL YOUR STORY. -GARY VAYNERCHUK
Now that you know your goal and the different types of videos, let’s dive into specific categories. Download our free report on the three different types of video production that are vital to your business and the 12 most engaging types of video content that attract viewers and engagement.