So You Want to Add Video to Your Brand Assets. Where Do You Start?
Video is every marketer’s secret weapon. U.S. adults spend more than two hours a day watching digital videos, according to Statistica.
But people don’t just watch videos; they immerse themselves in the action. And if the algorithms are any indication, video content drives next-level engagement compared to its static-content counterparts.
Users spend more time on websites when there’s video involved. Social media posts that incorporate video receive 1,200 percent more shares than posts with only text and images. And professional videos create buying behavior—an added incentive for businesses looking to grow.
If you’re looking for a sign that video should be your brand’s next vessel for storytelling, Jeff Petersen, creative director of video production agency Studio 120—a subsidiary of The ADS Group—says consider this it. “It’s really more a matter of how, when, and where, as opposed to if,” he says.
What’s Your Why?
Before exploring the vast opportunities that video presents, first explore your brand’s why—your mission, impact, and goals. “The key question for our clients is, ‘What do you want the world to look like once someone has seen this video?’” Petersen says.
Do you want more sales? Are you promoting a specific product or service? Do you want better name recognition? “If you can give me the goal, we can help you get there,” Petersen says, “but we can’t set the goal for it.”
Explore Your Options
Video serves a number of different purposes. It can be a “thumb stopper,” as Eric Benedict, business development manager, likes to say. These short, quippy videos aim to get quick traction without action, while professionally produced videos can personalize and professionalize your brand’s persona.
Studio 120 has created, produced, and packaged virtually every type of video—from testimonials and explainers to documentaries and corporate videos. But they’ve learned that a great video is developed through relationships, communication, and trust, and that starts with a conversation.
“When it comes down to helping clients with marketing videos, it’s no different from anything else: It’s relationships,” Petersen says. “How comfortable are they with you? How comfortable are you with them?”
With 25 years of experience under their belt, the Studio 120 team has produced videos for notable clients including Mayo Clinic, Taste of the NFL, Helping Paws, the Twin Cities Film Fest, and Park Nicollet/Melrose Center, making them uniquely qualified to offer their expert experience in video and audio production, closed captioning, interactive apps, and media development and distribution.
“This is almost a best friend kind of relationship, where we’re comfortable in the same room, where we can say anything to each other,” Petersen says. “You’re on the same page, and you’re reaching for the same goal.”
On a Roll
Once you identify your goals and decide on the right type of video to achieve those goals, start considering actionable assets: Where will your video live? How will you use or promote that video? What kind of shots do you want to highlight? Do you want interviews from your clients or your employees? What kind of A-roll and B-roll footage do you want to develop? What sort of accessibility concerns do you want to keep in mind—captioning, sign language interpretation, use of different languages?
“Video goes beyond marketing strategies,” Petersen says. “We’re looking at things like identity in terms of establishing a presence, there’s exposure—whether it’s a new product or it’s a service, branding comes into effect. A lot of marketing is about having your name out there. It’s about being present.”
5 Types of Video Your Brand Should Consider Pursuing
- Informational/explainer. If you’ve ever watched a YouTube video that teaches you how to do something, that’s an informational video. These videos share how to solve a problem.
- Promotional. Is your brand debuting a new product or service? Consider using this form of short video to tease an upcoming release.
- Testimonial. In business, it’s important for clients to understand impact. What sort of ripple effect does supporting your biz have? Testimonials can humanize your mission.
- Documentary. This complex video format includes A-roll and B-roll, comprising aesthetic shots and personalized interviews, often with the goal of detailing a lesser-known topic.
- Internal training. Have you ever completed training modules at work that include video? Local studios such as Studio 120 can help your business create internal communication videos or internal training videos to help your businesses become more efficient.
The ADS Group is a Plymouth-based, full-service media development and distribution company. Their subsidiary companies Studio 120, Advanced Duplication Services, and Copycats Media make media simple with everything you need to bring your brand to the next level, all under one roof.