In the realm of visual communication, different types of videos serve unique purposes, and understanding these distinctions can significantly impact their effectiveness. Likewise, where these videos will be displayed and used will extensively influence the production style.
Let’s delve into the nuances of creating purpose-driven videos.
Testimonial Videos: These videos are your brand’s voice through your customers. Identify your core values – trust, compassion, energy, and use those values to appeal to like-minded individuals. Videographers and their teams must be skilled in extracting the story, building that emotion, and helping subject matter experts or amateurs be amazing talent. To create compelling testimonial videos:
- Feature authentic, relatable customers.
- Highlight specific benefits and how your product or service made a difference.
- Keep it personal, focusing on the human element.
15-Second OTT/Streaming TV Commercials: In this era of short attention spans, these commercials aim to grab viewers quickly. Understand what CTA options are available – QR codes, click-thrus, etc. The video marketing opportunities, engagement, and tracking are extremely powerful. We shared key pointers for creating a short video in a recent blog post. Do not overlook the related elements.
- Create a concise, impactful message.
- Use bold visuals that leave a lasting impression.
- Ensure your branding is prominent.
Product Launch Videos (Kickstarter Campaigns): These videos should captivate potential backers and investors, get potential buyers excited about the future opportunity, and build a following. These videos cannot be shy – they must be boastful, identifying a problem or something absent in the market. The video must make big claims, and be ready to take on any challengers. Postproduction of these videos will be key to ensure they hit the mark. A few more tips:
- Craft a captivating story around your product.
- Demonstrate how it addresses a real problem.
- Include a clear call to action for funding.
Brand Anthem Videos: Brand anthems define your identity and values. These can be the feel good stories that we enjoy watching, and that move us when we do. Finding a brand anthem video that ties to a brand’s advertising is the golden ring. Think Anheuser-Busch and the iconic Clydesdale commercials. To learn more about explainer videos, check our blog post that dives deep into the topic. What you need to do:
- Tell a compelling brand story.
- Evoke emotions and resonate with your audience.
- Reinforce core brand values to build a lasting connection.
Tradeshow or Retail Displays: These videos have the unique challenge of generally being silent. The absence of audio generally means captioned video which affects the clear communication of a message and takes valuable real estate from the screen. However, they can be much more impactful than a static poster or tradeshow backdrop.
- Grab attention.
- Exhibit focus on a product or service.
- Engage a moving target and get them to stop.
By recognizing the unique attributes and purposes of these video types, you can tailor your production approach for maximum impact. See the chart below for a quick reference:
| Video Type | Purpose | Effective Approach |
| Testimonial Videos | Build trust and credibility | Feature genuine customers, highlight benefits, stay personal |
| 15-Second OTT Commercial | Grab attention, promote | Be concise, use bold visuals, focus on a single message |
| Product Launch Videos | Generate excitement, attract funding | Tell a captivating story, demonstrate product, clear CTA |
| Brand Anthem Videos | Define brand identity, values | Craft a compelling brand story, evoke emotions |
| Tradeshow / Retail Display Videos | Make a prospect pause | Focus on services. Big bold movement with some captioning. |
Incorporating these strategies into your video production process can lead to more successful and purpose-driven visual content. Harness the power of video to captivate your audience, effectively convey your message, and stay ahead in today’s dynamic digital landscape. Reach out to Granite River Studios today to get started.
