7 Video types you need to know: Basics for Small Business
While the devices and platforms available for viewing videos are growing quickly, the types of videos we see have remained pretty constant for a number of years. When you think about your business, here are a core list of 7 types of videos for you to consider when creating or developing content. This could be for marketing, education, product or service deliverables, or your online presence.
Know what you need.
Get ahead with your planning and budgets by understanding your video production needs.
I know you’re in planning mode and don’t have much time, so read on below to decide which videos are right for your needs.
While many of these videos might fit under the same umbrella when it comes to marketing purposes or social media activity, how viewers seek, respond to, and consume each of these is different. So, planning is important.
Promotional
What is it? Probably the most common video one thinks of when considering business needs. However, promotional videos can actually take many forms; event coverage, unboxing videos, advertising, dance challenge videos, new product or service release videos - really any video type listed below could be considered a promotional video. They range in duration from short, easily consumed videos to sometimes 30 minute documentary style videos to promote a particular brand! These days we’re also seeing a lot of content where a brand or business is partnering with a social media influencer or creative/artist to promote either a collaboration on a product, or maybe shed light on an environmental issue, or to target a new generation of the consumer market.
What’s it good for? Marketing! Selling! Awareness! Advertising! All business types can make use of these videos across pretty much all products, services, events, and departments. And the content can either be directed towards memory/shareability, or action, or both!
Where do I use it? All social media channels, websites, advertising, and in-app video content.
2. Factual / Educational
What is it? Factual and educational video content is based on sharing information. They can be documentaries, explainer/how to videos, training videos, sales pitches or corporate presentations. The list goes on. These vary in length depending on needs, however in my experience length starts at around 1-3 minutes and ranges up to 2 hours in the case of training or instructional content.
What’s it good for? Sharing information and educating! Occasionally these incorporate animations and effects to keep viewers engaged if perhaps you need to translate research report findings into a consumable video product. These videos are also good for interview or podcast content so that you can repurpose/spread content across the two mediums. There is so much scope for your business. Educational institutions, charities, political leaders, non-profit organisations, sporting bodies, and government organisations may also use this type of content.
Where do I use it? Everywhere! All social media channels, email marketing, websites, advertising, and in-app video content.
3. Campaign / Advert
What is it? Campaign or advertising videos are used for absolutely everything. However, typically they are quite a bit more expensive owing to the fact that there is so much more involved. They will be scripted and directed almost like miniature films in themselves, and fit into a larger marketing plan, advertising campaign, a national event, or perhaps a movement or cause. Depending on the platform these can vary in length from 15 seconds to a couple of minutes. For large businesses they can turn into enormous productions though - think SuperBowl advertising, or cinema advertising. Sometimes created as stand-alone videos, campaign videos are now more frequently built as sets of assets to be shared across different platforms, all aimed at the same marketing goal.
What’s it good for? Marketing! Selling! Awareness! Advertising! All business types can make use of these videos across pretty much all products, services, and departments.
Where do I use it? All social media channels, websites, advertising, and in-app video content.
4. Hype Content
What is it? These are the high energy videos typically used around an event or launch. Think; action videos and unboxing videos from big name athletes attending a big brand shoe release event, interviews or behind the scenes glimpses of keynote speakers around the time of an international forum or event, multiple movie trailers and cast interviews shown before the release of a new movie. Duration varies greatly depending on marketing goals, the event or purpose, and business. Pretty much every professional sporting team pumps out hype content on a regular basis.
What’s it good for? Building hype, building interest, and building energy around your focus point. The focus point being maybe the major event. Hype videos often don’t include CTAs (“call to action”), but are usually placed with links or other engagement tools. The key here is not necessarily to create clickable or actionable content but memorable content - shareability is important here.
Where do I use it? All social media channels, email marketing, websites, advertising, and in-app video content.
5. Highlight
What is it? The highlight video is literally like a reel of highlights - showcasing the very best or interesting parts of an event, a business, a service, a day… These generally range in duration from 20 seconds to under 3 minutes, often include music, and sometimes feature interviews or voiceovers along with music.
What’s it good for? Event coverage, event promotion, advertising, awareness, business launches, product or services launches, sports, and even for project acquittal.
Where do I use it? All social media channels, websites, advertising, and in-app video content.
6. Impact
What is it? These are films created to inspire social or political change, increase awareness, or support a cause. Focused on issues bigger than simply selling, these films are often story-based, documenting a big issue. Impact films are supported by awareness and “change campaigns”, even petitions, strikes, or money-raising endeavours, so additional content (including website space) and supporting reports and graphics are needed for public access. Duration ranges from a few minutes to 2&½ hours or so for feature films.
What’s it good for? Charities, political leaders, non-profit organisations, schools/institutions, sporting bodies, and government organisations may use this type of content, as well as independent film makers and “influencers” too.
Where do I use it? Cinema/theatre release, video streaming platforms, all social media channels, websites, advertising, and in-app video content.
7. Snacks
What is it? I call these snacks because they’re quick, easily consumed, and used for light entertainment, education, or inspiration. Social media fodder, shall we say? Very quick videos, less than one minute in length, almost always with music, sound effects, and/or voice overs. Think shareable or pinnable content, or jumping on to social media trends.
What’s it good for? Sharing consistent content across your channels - keeping your brand “alive” - again with the focus of light entertainment, education, or inspiration.
Where do I use it? All social media channels, email marketing, websites, advertising, and in-app video content.
I hope that helps you get ahead with your planning! If you know what you need and might be looking for help, take a look around at my Service Packages or get in touch.