In my last post, I shared with you the reasons why video can help you get your audience’s attention—all 8 seconds of it. Today we begin discussing the different types of video out there and how each one works within your particular marketing mix. Not every video will work for you, but hopefully, our conversation will help you decide which is the best option for what you’re trying to achieve.
The brand documentary video
A brand documentary video showcases your brand’s story and personality by opening your company’s doors and introducing itself to the world. It can help you explain your company’s principles and its philosophy. It’s also a great place to feature employee and client testimonials.
A brand documentary video allows your company to take ownership of its story and lay the groundwork about its identity before someone else does it for you. The truth: With tons of information at your audience’s fingertips, they can find out whatever they want about your company. A brand documentary video is a great way to reinforce the message that you’re trying to promote.
Here are some rules of thumb for a brand documentary video:
Make it personal
Your brand is the personality of your company. The best brands connect with their audiences via personal conversations and stories. Show the viewer how they fit into the story, bring them along for the ride.
Play your strengths
Is your company over a hundred years old? Talk about legacy and reputation. Are you an innovator in your industry? Talk about the exciting impact. Choose one point of view, then reinforce it throughout your video.
As you may recall, we talked about the general attention span being only 8 seconds. Make sure you hook your audience within the first 15 seconds. The optimal length for videos is between 1 and 2 minutes.
A brand documentary video can help you get all the stakeholders of your company sharing the same vision. Here's an example of a video Propoint created with ServiceSource introducing its new brand.
Need a great brand documentary video for your business? The award-winning designers at Propoint can help.