4 videos every company should produce

There’s no better way to tell your company’s story than through video. When you have each of these types, you’re ready to watch sales skyrocket.

Hey everyone. Let’s do a video!

It sounds like so much fun—and it is.

More and more companies are producing PR and marketing videos and, thanks to the Web and social media, these videos have become easily shareable pieces of content.

Video allows company leaders to share their stories with customers and prospects. The “about us” video is the most common one businesses produce, and it typically lives on a company website. It tells people who you are and what you are about.

That’s the video every business should already have.

You want more. You want your company to stand out from the competition.

Here are four videos most companies don’t produce but should:

1. Event videos

If you work for a company that’s hosting a big event, this is a double content opportunity.

The first opportunity is a preview video. How will you promote the event? Will you send an email or post it on social media? Can you think of anything that will grab more attention than linking to a video?

It’s one thing to tell people Andy Crestodina will speak at an event. It’s far more compelling to hear from Crestodina himself.

The second opportunity is after the event is complete. You could simply send a tweet saying what a great event it was, or you could share a video. What’s more engaging and tells a better story: a video produced during the event or 140 characters?

2. Video series

Companies that are excited about producing a video sometimes get a little too excited. Before long, the short video they planned to produce runs five minutes or longer.

There’s a way to use that to your advantage: Break up the video into a series. Instead of one five-minute video, produce five one-minute videos.

Think about some of the things a business might want to cram into a video: an explanation of what the company does, some of the products or services it offers, a facility tour, what sets the company apart from the competition, or how the company helps clients.

That sounds like five videos to me. And guess what. Now you have multiple pieces of content instead of just one.

3. Employee profiles

I love this type of video. A company’s best salespeople aren’t just the sales staff. They can be people who answer the phones, develop products, train assembly-line workers or even push a broom.

Every business has team members with personalities—the type of people everyone loves. It doesn’t matter what their jobs are; get them in front of a camera immediately.

We all know we buy from people, so why don’t companies feature them? Let us hear from the company’s brightest personalities. Let them show us what they do every day. Help them tell their stories and the story of your business.

These people shine. Let them illuminate the company.

4. Testimonial videos

Most organizations have customer testimonials on their websites. These testimonials are typically a couple of sentences, and they occasionally include a photo.

Take the testimonial idea and have your customers talk—on video—about how much they love working with you. In fact, use this opportunity to let them talk about their businesses and how they use your product or service to achieve their objectives.

When the testimonials are in visual form, prospects are more inclined to pay attention to what your customers have to say about working with you.

No matter which type of video you decide to do (I recommend you do them all), the key ingredient is to tell a good story. Just doing a video isn’t good enough. You have to tell a story that’s relevant to your audience.

An appropriate type of video + a good story = video success.

Tony Gnau is a three time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. A version of this article originally appeared on Spin Sucks.


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