When hearing the words "video for business", "a video solving marketing tasks", "selling video", everyone imagines the final result in their own way. Meanwhile, the length, shooting style, story format directly depend on the goals and tasks that the company wants to achieve. A specific type of video is suitable for solving each task. Very often we encounter a situation where our clients want to get everything at once in one video. Unfortunately, this is impossible. Therefore, it is important for the customer to understand the difference between different types of videos in order to competently set the task and effectively interact with the video production company. We will talk about the variety of video types for business in this article.
Advertising video
A video whose main goal is either to initiate a specific action from the target audience or to increase brand awareness overall. Both ultimately have a positive effect on sales.
Before starting the shooting of an advertising video, it is important to clearly define its goal and formulate a unique selling proposition. Thorough preparation, development of the concept and script of the video, creation of a storyboard and detailed planning of the shooting process are the key to creating a high-quality video that fulfills the tasks assigned to it. Depending on the goal and placement platform, the execution technique of the video is selected. It can be fully animated (in 2D or 3D technique), staged (live-action, with actors), combine graphics and video shooting, consist only of infographics or only of text (yes, that also happens!)
PROMO VIDEO
– a particular case of advertising videos. The main difference is that promo video is not intended for television broadcasts and contains one specific offer from the advertiser. If you are planning the launch of a new product line, the message of the video will be aimed at the attractive qualities of the new product and the start date of sales; if you are announcing promotions on a product or service, you state the terms and sizes of discounts.
PRE-ROLL
– a short advertising video that is shown before the start of a video on various platforms (YouTube, VKontakte, etc.).Mid-roll and post-roll are shown in the middle and at the end of the video respectively.
Viral video
A type of advertising video. The name speaks for itself. Once on the internet, it spreads due to the increase in the number of people sharing the link, thereby increasing the overall audience reach. Although a viral video is a type of advertising video and performs its functions, the approaches to creating them are completely different. The main (and sometimes most expensive) element of any viral video is its idea.
The viral effect is achieved like this: a person sees a video in the news feed that attracts their attention (catches, makes them laugh, shocks, puzzles them), they instantly share the video on their social media page, recommend it to friends, who in turn do the same, sometimes without even realizing that it is an advertisement. In viral video, the emphasis is not on a unique offer and explicit demonstration of the product, but on the element of surprise and emotional response. At the same time, the product may be shown briefly or have a very weak relation to the plot of the video.
Image film
From the English "image" – representation, picture. This is how you want people to see your company, how they perceive it. "Young and dynamically developing" company, or "Company with a long history, experience, and established traditions" — to create each image, a certain concept of an image video is needed, which will allow you to succinctly and accessibly tell about the company through cinematic language.
An image film increases brand awareness, tells about the values and priorities of the company, its history. It is very important that the company's employees are in the frame: from management representatives to workshop workers. There should not be too many speakers (2-4 people is enough), but their statements should form an overall picture that gives an idea of the company. The voiceover text read by a narrator should preferably be supplemented with employee stories in the first person. Why is this important? In an image video, the company should "speak" to the audience as if from itself to create a trusting communication with the viewer.
Presentation film
From the English "present" – to present. Another telling name. This is a video with which the company presents itself as an organization, a structure, or presents a new product / new direction of work. A presentation video may contain more factual information that the company considers necessary to convey to the audience. Production volumes, number of employees, strategic partners, number of branches in the country and in the world – all this data may tire a wide audience of end consumers, but industry professionals will appreciate such openness and be able to draw necessary conclusions about the benefits of cooperation.
When shooting a presentation video, the narrator's text, infographics, captions with key phrases, detailed demonstration of the work process and/or equipment operation are important. It is important to show and tell about the advantages of working with the company, to provide full detailed information about the company and its offers. Such a film is suitable for display at exhibitions, during negotiations, for placement on the website. It is also appropriate to use a presentation video as a supplement to the company's commercial proposal sent by email. In this case, all necessary information about the company will be conveyed in the most convenient audiovisual form for perception.
A presentation film should not be confused with a video presentation of a product/service. A video presentation is a visual demonstration of the consumer properties of a product and the features of its use. The product should be shot and shown from different angles in full configuration, both in working and inactive modes. The video can be accompanied by unobtrusive background music and voiceover text, and to show the use of the product, you can involve a model or actor. A video presentation will help both consumers who have already bought the product (to understand its functions, settings) and those who are just about to make a purchase (to evaluate the design, ease of use, learn about configuration options).
Educational video
– this is a kind of video instruction either for newly hired employees or for experienced specialists mastering new equipment or machinery. Such videos are created exclusively for staff training, therefore they contain only necessary data about the functionality, procedure for working with the equipment, safety measures, and other highly specialized information. They allow mastering and consolidating the necessary information, making the learning process more effective and engaging. For greater clarity, graphics and text explanations can be added to the video. The voiceover of educational videos in our video studio, as well as other video products, is performed by professional narrators. It is also possible to record the voice of a specialist from your company.
Motivational video
Focused on raising the "fighting spirit" of the team, and can encourage them to new achievements. In a motivational corporate video, you can talk about the company's achievements that were achieved through the coordinated work of the team, about the failures the team went through, talk about how the company will develop and what growth prospects its employees have. The emphasis in a motivational video should be on positive emotions, so that after watching it, employees strengthen their confidence that your company is the place where they are truly needed, a place where they can realize their best professional and human qualities.
We hope our material helped you understand the variety of video types for business. If you are still thinking about which video format is right for your company, you can safely write to us at info@zolotov.studio. We will help you choose the type of video that best suits your task.
The main thing to remember is that you can't fit everything into one video! The more accurately the task is formulated and the goal is defined, the more impressive, and most importantly, we can create an effective video for you!
