It’s extremely probably your corporation will make plenty of several types of movies.
For each, there are all kinds of various kinds of video you’ll be able to select, starting from dwell motion to dwell streaming, with a ton of prospects in between. Selecting the proper video model for each means interested by your objectives for that video, whether or not it’s evergreen content material or a marketing campaign.
You could discover that you simply have a tendency in direction of a sure appear and feel in your video advertising and marketing general, one which aligns together with your model and tone. That’s not a nasty factor, as long as you take a look at your assumptions. You may even embrace model preferences in your video advertising and marketing technique, together with pointers to make sure a constant method.
Some kinds are inclined to pair higher with some video varieties than others (as an example, in relation to explainer video kinds, whiteboard animation is at all times a well-liked alternative), however be at liberty to experiment—you don’t know for positive what’s going to work in your viewers till you attempt.
- 1.Live Action Video
- 1.1Talking Head Video
- 1.threeInterview Videos
- 2.Animated Video
- three.Text Overlay Video
- four.Live Video (a.ok.a. Live Streaming Video)
- 5.360-Degree Video
- 6.Virtual Reality Video (a.ok.a. VR Video)
- 7.Choose-Your-Own-Adventure Video
- eight.Screen Share Videos
- 9.One-to-One Webcam Videos
- 10.Put It All Together
Learn about your choices and see video model examples under.
Live Action Video
Live motion constitutes any video comprised of real-world footage, sometimes together with actual dwell individuals.
It’s one in every of the commonest video kinds, probably due partially to its sheer accessibility. Live motion movies can vary in manufacturing high quality from smartphone clips as much as professionally-produced movies. They will be scripted (like a speaking head video) or unscripted (like an interview).
A number of several types of video will be made utilizing the dwell motion model.
Razor model Gillette launched a topical advert that made reference to the #MeToo motion. Combining newly recorded dwell motion footage with clips from information broadcasts and different video, the advert is accompanied by a voice over that takes a stance on a present situation.
Though it’s lower than two minutes lengthy, the advert made an enormous splash, racking up hundreds of thousands of views and producing plenty of protection from the media.
Talking Head Video
Talking head movies are just about what they sound like: An individual speaking to the digicam—both wanting immediately at it or gazing barely to the facet (often known as an interview model speaking head).
Because the focus is on a single individual, speaking heads are nice for establishing experience on a subject and are fashionable for thought management movies.
While speaking head movies are good for making a connection together with your viewers, the lack of visible stimuli means they’re not at all times partaking sufficient to carry viewers consideration for lengthy. Try mixing issues up by utilizing multiple digicam and reducing between totally different views (similar to a good shot and a large shot), together with B-roll, capturing in entrance of a compelling backdrop, or including in graphics.
This video from infographic maker Venngage provides visible curiosity to the speaking head model with a countdown clock (emphasizing that the video is a fast abstract) together with textual content and visuals associated to the idea the speaker is educating the viewers on. (Bonus: This video has an attention-grabbing thumbnail.)
If speaking head movies are produced as a sequence, then they are often labeled as a vlog (video-based weblog wherein particular person movies change weblog posts).
Many firms use vlogs to reply FAQs, share updates, and introduce new merchandise. The material obtainable for vlogging will be as large and diversified as it’s with running a blog.
When creating an organization vlog or capturing speaking head movies, be sure you take into consideration who shall be the face. You would possibly select one individual or a small crew who will commerce off episodes.
Moz does this with their Whiteboard Friday movies, which regularly function Rand Fishkin, however are generally hosted by different members of the Moz crew. We do it with our Chalk Talks. Tyler Lessard, VP of Marketing, is often in entrance of the digicam, however we generally function different workers who’re material specialists.
Interview-style movies are a good way to offer your video assortment a lift and appeal to an viewers who cares about your business and what it’s important to provide.
They can have one fastened digicam, or will be shot on a number of cameras and edited collectively for a extra dynamic really feel. They can have one individual on-camera, speaking head-style, who’s being interviewed by an off-camera interviewer.
The interviews themselves can concentrate on issues like recommendation, traits, firm tradition, and extra. Get inventive: Try filming an ask me something (AMA) session together with your CEO, a hearth chat with a associate firm, or a Q&A with an influencer in your business.
Often used for explainer movies and model tales, animation will be an extremely partaking video model.
Sometimes as entertaining as your childhood favourite Saturday morning cartoons, and different occasions as sensible as an illustration of an idea, there are a bunch of various video animation kinds, together with:
- 2D animation movies
- 3D animation movies
- Motion graphic movies
- Animated typography movies
- Stop-motion animation movies (together with cutout animation and claymation)
- Whiteboard animation movies
When it involves totally different kinds, 2D is usually the most classic-looking animation model, whereas 3D lends a extra Pixar-type really feel to characters.
Motion graphics are fashionable for explainer movies as they illustrate an idea in a transparent, usually minimalist, model. Animated typography works properly for quotes and different movies the place the textual content is the most necessary component.
Stop-motion includes utilizing actual objects and capturing motion one body at a time. It will be carried out with a wide range of supplies, however a few of the hottest are clay or plasticine (as utilized in claymation) and paper (as in cut-out animation). This method tends to lend a whimsical really feel to no matter is being animated.
Whiteboard animation is an simply accessible animation kind as there are a selection of low value instruments designed to let anybody (even the much less creative amongst us) create a video that appears prefer it was doodled on a whiteboard.
Inbound advertising and marketing and gross sales software program HubSpot used animation to elucidate the significance of video after they had been selling their new function, HubSpot Video.
Text Overlay Video
Social media customers usually view video with out sound; as a lot as 85% of Facebook video is watched silently. This has led to the rise of a mode of video that pairs overlaid textual content with B-roll and/or nonetheless photographs (often with a pan or zoom impact utilized).
These textual content overlay movies are sometimes accompanied by background music, which doesn’t essentially change the nature of the story however does improve it for many who flip the sound on.
Well-suited for how-to movies or telling easy tales, textual content overlay movies had been popularized by social media-focused publishers like BuzzFeed. Their Tasty web page makes frequent use of the format for sharing recipes, the place components and easy directions seem as textual content overlaid on clips of the recipe being ready.
Social media administration platform Hootsuite shares textual content overlay movies recurrently on social media.
Often based mostly on data present in the firm’s bigger content material items, the movies present fast ideas in textual content paired with related video.
Live Video (a.ok.a. Live Streaming Video)
As the identify suggests, dwell streaming video is broadcast because it occurs in order that viewers can watch in real-time. Though it’s obtainable on a variety of social media platforms, Facebook has been an enormous driver of the format.
Considered a definite content material kind by the community, dwell video will get 6x extra interplay than common Facebook video. Plus, notifications immediate customers to observe dwell streams from pages they comply with whereas they’re taking place.
On LinkedIn—which began testing its dwell streaming providing LinkedIn Live in early 2019—broadcasters get 7x extra reactions and 24x extra feedback on dwell streams than on common movies.
Live video can also be obtainable on Instagram, YouTube, and a variety of live-focused and area of interest platforms (similar to Twitch, which is fashionable with avid gamers).
Quite a lot of video varieties will be broadcast this manner, from dwell interviews to real-time bulletins to as-it-happens tutorials.
Benefit Cosmetics made inventive use of the dwell format with its Tipsy Tricks sequence. Each week, two hosts drank wine, shared a make-up tip, chatted about merchandise, and fielded questions from viewers.
The broadcasts, like the Learn How You Can Achieve Flawless Lash Looks instance under, have acquired 1000’s of views.
An immersive video format, 360-degree video data a view in each course at the identical time utilizing an omnidirectional digicam or a group of cameras.
These movies will be seen by a headset that reveals a viewer totally different elements of the scene relying on which course they flip their head or by way of on a normal display screen, the place viewers members click on or faucet to vary the view.
This format is an efficient alternative for manufacturers seeking to put an interactive spin on their content material. It works finest when there’s an immersive scene that features factors of curiosity in all instructions.
Brands have used it successfully to offer a novel perspective on an exercise, showcase an area or place, and to offer viewers the expertise of “being there.”
Antiperspirant makers Degree Men put viewers on the court docket with Stephen Curry in a 360-degree video that showcased the athlete’s signature transfer from a not often seen perspective.
Virtual Reality Video (a.ok.a. VR Video)
Virtual actuality (VR) movies, although usually confused with 360, permit the viewer to not solely select what a part of the scene they view, however to work together with it as properly.
Viewed by the identical headset as 360 video, VR requires extra equipment—similar to joysticks, gloves, and even fits—to make interplay doable.
Home enchancment model Lowe’s supplied a digital actuality expertise that allowed prospects to discover ways to deal with a DIY challenge by partaking in a VR tutorial.
Available in choose U.S. shops, the “Holoroom How To” resulted in 36% higher recall from prospects than watching a normal the best way to video.
Choose-your-own-adventure video is an interactive format that lets the viewer have enter relating to the course of the story they’re watching.
In on-line video, this impact is usually achieved by utilizing annotations or CTA screens and a video chopped into items and grouped collectively in a playlist.
In 2017, Netflix began providing interactive streaming TV content material. It began with kids’s content material—together with reveals like Puss in Boots: Trapped in an Epic Tale—and developed from there. The most notable instance to this point has been the unique film Bandersnatch, a part of the Black Mirror sequence.
Vidyard’s 2018 vacation video made inventive use of the choose-your-own-adventure video format, permitting viewers to pick out an merchandise to offer as a present and see a unique ending to the video based mostly on their alternative.
Screen Share Videos
Screen share movies are (you guessed it) recordings of an individual’s pc or cellular display screen. This model is well-suited to conditions the place you wish to present somebody what one thing really seems to be like or the way it really works. It’s notably fashionable for demo movies and how-to/tutorial movies.
There are a number of methods you’ll be able to create a display screen share video. They will be extremely produced or scrappy recordings made utilizing free instruments. Some permit for audio narration to be recorded alongside the video footage.
Vidyard’s display screen recording Chrome extension additionally permits the individual recording the clip so as to add a bubble to the backside left nook that reveals the view from their webcam (sometimes of their face) so as to add a private component to the recording.
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One-to-One Webcam Videos
One-to-one video—often known as private video and generally selfie video—is video created and despatched by one individual immediately to a different.
Unlike the one-to-many broadcast method used with the majority of selling video content material, one-to-one movies usually are not content material that’s created for a big group however slightly an viewers of 1. One-to-one movies are sometimes recorded utilizing webcam recording software program, a few of which embrace options to make it straightforward for the video creator to share their recording and even discover out when the recipient has seen it.
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The private nature of one-to-one movies makes them well-suited to advertising and marketing actions similar to public relations and comms.
For occasion, PR professionals can use one-to-one video to:
- Pitch tales to publications by creating particular person movies for every publication they’re reaching out to
- Respond to reporter requests
- Pitch somebody from the group (similar to the CEO) as a speaker for a convention or occasion
Vidyard’s personal Sandy Pell, Senior Manager of Corporate Communications, adopted the one-to-one video method in her pitching.
Her public relations video pitches—together with story and speaker pitches—have acquired practically 50% increased engagement than text-based ones.
Put It All Together
You’ll probably use totally different video kinds for various video initiatives, relying on the kind of video, the supposed viewers, your objectives, and extra.
Be positive to check out model choices to see what most accurately fits your model and its tone and to find what your viewers responds to.
And, whilst you’re experimenting, take into account that some video kinds will be mixed to create a novel appear and feel.
HarperCollins Publishing made inventive use of a mixture of animation and dwell motion in a video selling the newest version of the Collins English Dictionary.
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This put up was initially revealed on December three, 2018. It was up to date on October 27, 2019.