Video creation can feel overwhelming, especially when you’re unsure of what types of video would be best for your company’s website. Before you begin, you want to have a clear understanding of what your goals are.
Are you trying to train new members of your team? Are you seeking more leads and conversions from potential clients? Are you looking to explain how your product or service works for existing customers? Knowing your goal is the first step and will help you on your way to crafting effective video content.
We’ve compiled a list of six types of videos we feel that any business would benefit from having on their website.
1. Product Videos
If you’re offering a product or service, then your website should showcase a video that makes your product both appealing and easy to understand. This kind of video shows off your product’s features and benefits. What makes it unique? Why do consumers need this product? The video should answer these basic questions, while engaging with your target audience. If there are site users who are still at the top of the funnel in the buying journey, then having this video feature might be what turns their website visit into a conversion.
2. Explainer Videos
Does your company have a backstory that can improve your brand awareness in an impactful and meaningful way? Video will resonate with visitors far more than text. These kinds of videos can teach your audience about your company, your products, your processes, and whatever else. You can embed them within blog posts to ramp up your content, on product pages to explain common questions, or on your homepage and About Us pages to delve into your company’s culture and story.
While a product video may need to be updated every year or so, depending upon new releases or improvements your company makes, explainer videos can usually be valuable and usable for years.
Check out an example explainer video that we created below!
3. Social Media Videos
Whatever your preferred social network is, whether it’s Facebook, Instagram, Twitter, YouTube, or a combination of multiple, they should all have short but attention-grabbing video content. And that video content should also live on your website. Just as your social media profiles can drive traffic to your website, there is also the reverse effect. Having social media videos on your website may lead users to check out more videos on your channel, building your brand awareness and following.
4. Training Videos
These videos are going to be mainly geared towards new members of your team. Training videos ensure that your new hires are all receiving the same information and high-level of training on your company’s processes, clients and products. It will save you and your seasoned team members time that would otherwise need to be spent training newcomers during the hectic onboarding process.
These videos don’t just benefit new team members, though. If there’s an old process that is changing, they can benefit staff who have been at the company for a while and are not used to a new way of doing things. From the amount of time, stress and energy everyone in the company will save, these videos are invaluable.
5. Promotional Videos
Do you have an upcoming event or sale? Whether you’re inviting guests to a webinar, convention, conference, open house, audition, sales event, or anything else, a promotional video is a great way to get their attention and stir intrigue in your brand. They should be relatively short so that the user doesn’t lose interest, but long enough to give all the clear details, such as the date, time, location – including if it’s a virtual event, which is becoming the norm in a post-COVID world.
Your promo video should also have a clear call to action that encourages the viewer to sign up, save the date, share on social media, make a purchase, give a donation or otherwise interact with your site. These videos are a great way to use some creativity and think outside the box.
6. Testimonial Videos
When you’re looking for a product, and you come across a brand you’ve never heard of, do you typically make a purchase without seeing any reviews? Probably not. That’s because people have an influence over each other. Seeing honest reviews from others can easily sway our decisions or opinions. If you are offering a product or a service, then a testimonial video is an excellent way to show viewers how you’ve made a positive impact on actual people. Their reactions, voices and stories may be what wins over your site visitors and makes them trust your brand enough to become loyal customers themselves.
Need Help with Your Video Content?
We understand that creating video content is a large project. You may struggle to where to begin, or you simply don’t have the time, equipment, and expertise to feel confident in your work. We’re here to help.
Sorrentino Media is a boutique production company based in New York City. We create stunning, one-of-a-kind video content for our clients. We have more than a decade of experience working in the media industry, and Michael Sorrentino knows how to expertly fine tune a message and tell your story through video.