01 Jun
The video format is becoming more and more popular. 66% of consumers watch it at least once a day. The ideal ally for snack content, video allows to gain visibility and notoriety and get a message across quickly and effectively. So don't hesitate to integrate videos into your content strategy.
But what kind of videos to create? There is no lack of choice!
Today, 10 video ideas to integrate into your content strategy to communicate about your company, brand, product...
1. Video branding
Video branding will allow you to communicate your brand and values.
The video branding highlights the image of your brand, it must project a strong image. Often storytelling is used for this. This type of video enters in the discovery phase for the client, the video is impactful because it emotional vehicle .
You've probably already seen a branding video like the Nutella, Coca-Cola or Nike ads. For these brands, the strong image is already installed, the branding video allows them to continue to promote their values and make them more humane, accessible brands.
Here is an example of a Nike brand branding video
In this video Nike bounces on the news to promote its values of human potential development, positivism, universality and equality. Here the angle of attack is the problem of racism in the United States.
2. The product presentation
As for the product video presentation, as its name indicates, it aims to present a product to your customers. Often performed during the launch phase of a new product. The latter will make your product known on the market.
The product presentation video allows you to present the product from several angles: the tool / project itself, its use, its features ... This type of video will allow customers to project themselves and will therefore influence the decision to buy.t as shown in this infographics.
The product video presentation becomes unavoidable. Especially in the era of online shopping, video allows to visualize the product in 3D. For example, the clothing site Asos has integrated videos into its product sheets to show the clothes worn, so the customer visualizes himself in the clothes as in a fitting room and is quicker to make the purchase.
Asos product video
3. The demonstration / tutorial
The demonstration video close to the product video differs from the latter thanks to explanation of the operation of the product or service. A real tutorial, this type of video will help the consumer in the learning process of the product/service. This will make it quicker and easier to get to grips with the service or product. The demonstration video is therefore also a good way to put the product/service in situation. And, in the long term, toincrease the satisfaction rate in the consumer's home!
And why not be helped by an influencer for this demonstration part? Most of them, receive products to promote them. Some don't hesitate to make test videos with tutorials. This is the case, for example, in the field of cosmetics. The influence environment is an excellent communication channel for product demonstrations.
Here is an example, here Eva Longoria teaches you how to rebuild your roots with a L'Oréal product.
From her bathroom, actress Eva Longoria shows you how to use L'Oréal hair color
4. The sales video
As the name implies, the goal here is to sell a product or service.
The goal here is to include a sales pitch. Often a personality will present the item for sale and tell you the benefits of the item. The sale takes place around a storytelling.
The sales video will consist of 7 main steps :
- The hook the subject will be presented thanks to a small catchphrase or a pattern interrupted (a small story), the goal is to get to the heart of the matter to attract the attention of the spectator.
- The Promise we promise you a solution that works, that is made for you.
- The story of the person: we tell you about what led to this solution, the problem we were facing
- The solution we offer you a solution, it's the only selling proposition, THE solution through which you get to the promise
- The product / service what is the service / product for this solution, we give you a presentation of it
- The price and its decomposition : we give you the price of what we sell you, we show you that it is the best solution in relation to the market
- Call to action : you are encouraged to act now, to make a purchase
Here, Olivier de Carglass, shows us how an impact can get worse but thanks to Carglass and its resolutely low price, we offer you a solution
5. The video of thanks / welcome
As described, this type of video will allow for a thank you or a welcome members of your community, your customers, your partners... It doesn't matter but it allows you to link up and retain.
This kind of video is not only a way to welcome or thank you but also todirect the user towards products / services that are beneficial to him and show him that choosing you is the right choice.
It is also a way to federate your community and deepen the bond with it. An original video can even help you create engagement and stand out from the crowd.
Like the SNCF, which promotes the ecological side of the train by thanking its passengers with the Thank You campaign
SNCF advertising campaign, in 2018, to thank the 5 million passengers who prefer the train.
6. The educational / informative video
Creating a video is also an opportunity toeducate or d'inform your prospects. Video is an ideal format to explain, educate and inform thanks to the simultaneous use of images / text / sound, the Internet user captures the message more easily. In addition, the subtitling increases the assimilation of information by the Internet user. Tools such as Capté can help you in this step. This type of video allows you toto address complex issues by simplifying them and making them accessible.
The advantage of educational/informational videos is that thewe can call in outside people to the company as experts to discuss the topics being discussed, as Leroy Merlin does below. Inviting outside speakers also allows toextend the reach of your videoof maybe... repackage and thus generate leads. Indeed, these external actors will probably share this video to their community so you will gain visibility.
Here Leroy Merlin informs its customers about financial aid for energy renovation with an expert from ADEME. This video in collaboration with ADEME reaches their community for Leroy Merlin.
7. The customer video testimonial
Customer testimonials allow you to build a relationship of trust between your brand and your consumers. Indeed, this kind of testimonial will support the fact that your solution is the right one, that it allows to solve a concrete problem. This type of video is therefore BtoC.
Because your customers are your first collaborators, don't hesitate to put them to work! Who doesn't look at reviews before buying a product? The customer testimonial video allows you to a notice with case study to better understand what's being sold. And to show that your business is the right one, that you are professionals.
8. The interview with the employee/team
The employee interview will allow you toestablish a relationship of trust between you and your future collaborators, or B to B. Indeed, interviewing your current employees will show your professional know-how and expertise in your field.
This type of interview can also be of interest to your clients because it allows you to show who you are working with and to introduce your team. Thus, the audience will know more about your brand and will be more likely to have a positive image of it.
These types of videos help humanize your business.
Here the Avril group interviews one of Michel & Augustin's bosses.
On Instagram, the brand Modetrotter did a series of interviews with his team to introduce each member.
9. The Live Video
Live videos are made for engaging contents. Social networks being more and more consulted, this type of content is to be taken into account seriously. We have, moreover, seen the extent that it took during the confinement: organized debates, sports courses, questions / answers ... The live was everywhere ( but especially on Instagram ).
The advantage of live is that it can be both short-lived and long-lasting. Indeed, the latter can be visible only on the moment or for 24 hours. But, it can also be saved and put online later on some platforms like Youtube or Instagram. The Instagram live can even be transformed into podcast with Anchor !
This type of format allows for interaction with your community, as they can often comment live and you can respond instantly. Live allows Internet users to get involved in the intimacy of a brand, a company, influencers... It also allows you to live an event as if you were there, to immerse yourself in an event like with Rémy Bruisine of Brut which takes us to the heart of the news or the sports courses of Justine Rojat which tells us to not let go. You will have understood it, the live is be close to one's communityaccessible. Live allows to be natural and to be able to address multiple topics.
Here, a live Instagram on the theme of Self defense. in the form of a discussion between the accounts Clit revolution and Collective Self
10. The Stories
Stories are expanding to all social networks. Even Linkedin gets involved.
The Principle a video that lasts 24 hours. This new format allows you to boost your content strategyto share content daily with your customers.
Stories are an opportunity to share moments from your daily life and allow you to be 'accessible'. It can also be a way to think outside the box.
On Instagram, we love the colorful and inspiring stories of Sabribeny or those of I like everything about you who poetically embrace the moments of everyday life. Stories are a beautiful tool for storytelling and an occasion to strengthen your brand image.
Thanks to the stories you can also tell a story in soap opera form like the Summer comic book on Instagram. And you have the option to keep them visible on your profile for the past 24 hours.
One of the stories from the Summer comic book that sums up season 1
The stories on the front page of the comic to follow the adventures of Abel and Olivia
Bonus story telling
The story telling it's the art of storytelling. Use it, abuse it in your videos. It allows you toengage the emotions of the Internet user. This technique makes it possible to capture the attention of the audience and will allow you to to put your values through a narrative. Storytelling allows you to visualize your words and allow your audience to identify with your story. The story telling can be integrated into most of the above video types.
Conclusion
As you can see: the video is THE content which you should not miss. Here, we have given you several types of videos that can be made, but there are many more. Give free rein to your creativity and do not hesitate to mix video types like a live interview with a collaborator or an expert. Creating a video for your content strategy is an added value, it brings dynamism. What is interesting is to create qualitative content for your audience. A content that will leave a mark on them. So don't wait any longer, test your talents as a director 😉
And don't forget thata subtitled video is even better More visibility and accessibility for all, and we love that!
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