Determining What Type of Video Will Work Best for Your Business
You have a message to send, and believe some sort of video will communicate that message best. But perhaps you're not sure what type of video is best. There are many ways you could go about it -- testimonials from past users, fast-paced animated graphics and text, demonstration of the product, telling a story using a relatable main character - how do you decide what method, technique or style to go with?
Video Types Typically Used by Businesses
It's helpful to first know what types of videos are available and what terms they typically go by. However, many of these can be combined with one another so they are not mutually exclusive. Also, some can be done as video or as animation, while others most likely can only be live video. A non-exhaustive list of video types is:
Live Video
- Documentary -- A record of an event shown through footage and interviews with individuals associated with the event.
- Testimonial -- A beneficiary of a product, service, event or employment; giving a speech about their success or pleasure in using the product, service or experience.
- Interview(s) -- A question and answer session with one or more individuals.
- Training Video -- An explanation of how to perform a task; or use a service or product in relation to the specific task; or how to behave in a particular institution.
Live Video or Animation
- Commercial -- Specific to a :30 spot on television, this is normally an advertisement for a product or service and/or creating and maintaining a brand image.
- Demo -- A visual demonstration of how to use a product or service.
- Story -- A visual account of events with a plot.
- Promo -- A branded promotion of product, service or event
Who is your Audience?
To decide which type of videos above may be best for your business, start out by thinking about who your audience is. Are they:
- Users or potential users of your product or service?
- Employees or potential employees?
- Or the general public or special interest group?
What is your Goal?
Then, decide what your goal is. A few "big picture" goals tend to be:
- Advertising a product or service and/or creating and maintaining a brand image
- Explaining how something non-tangible works
- Improving a viewer's skills, such as that of an employee's
- Demonstrating how a product or service works, and/or how to use it
- Recruiting new people to your team
- Inspiring viewers to feel or act in a certain way
- Educating your audience in an engaging manner
- Or purely entertaining for the benefit of the viewers.
Now thinking of your audience and your goal, it is usually easy to determine what type of video is best. If your audience is your new hires and your goal is to train them in the new protocols for company machinery, then training videos are probably on order. If you're a non-profit wanting to raise awareness about the plight of the people you assist, a touching story or "on-the-ground" documentary could be best. Or for a tech company that wants to promote a new piece of software that while visually isn't exciting to look at, is nonetheless a game-changer, an explainer animation would be perfect.
Still unsure? Kohlitz Animation & Video Production can advise on best approaches and suggest ideas. We are always happy to collaborate with clients and do not expect them to have a fully-fledged idea for their message.
