5 Creative Digital Video Concepts
If your business has not thought about using video as a form of marketing and communications or want to enhance your current efforts, now is your chance. Video content has been on the growth since the past few years. It offers endless creativity and is more engaging than static photo or text content. With more social media platforms supporting different types of video content and prioritizing it over other forms of content, you certainly need to invest in creating videos to promote your business. These statistics below mark the importance and growth of video as a tool to reach your audience:
- 60% of marketers used videos in their social media marketing in 2016 (Social Media Examiner, 2016).
- Online videos will account for more than 80% of all consumer internet traffic by 2020 (CISCO, 2016).
- Companies which use videos in their marketing grow revenue 49% faster year-on-year than those which don’t (Aberdeen Group, 2015).
There are so many ways you can be creative with video to make it more attractive and engaging. Here, we are highlighting 5 ways in which your business can use videos in a creative way.
1) Facebook Live
Facebook Live is a great way to engage with your audience. It enables your audience to have an interaction with you in real time. Facebook users comment 10X more on live videos than they do on regular videos (Facebook, 2016). It increases the “in the moment” value. It gives your business the power to tell your story, your way. You are easily able to go live through the Facebook app on your phone or the browser on your computer (that has a webcam and microphone) using the “Go Live” button on your profile, page or group. For more tips and how to information, visit Facebook Live’s official website. To go live using a DSLR, GoPro or any other camera which does not have direct streaming capabilities, click here for directions. Here are 5 Facebook Live Success Stories for inspiration.
Here are some things to look out for: First, since this is a live stream, the errors cannot be edited out. So make sure you are prepared and make a few tests before you go live. You can tell your audience ahead of time when you are going live as well as schedule it on your Facebook page so that they can tune in at the right time. Facebook Live requires a faster upload speed so consider going live when you have a strong connection. Here are some ways to use Facebook Live for your business:
- Show an inside look to your business
- Promote a new product/service
- Make an announcement
- Answer FAQs
A traditional yet effective way to communicate to your audience is through interview style videos. You can pack in a lot of information with this style of videos. Companies such as Vox.com and Business Insider have been using interview style videos with bold captions on screen for social media. When Facebook autoplays videos it is on mute. 85% of Facebook videos are watched without sound (Digiday, 2016). 65% of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds (Facebook, 2016). You only have the first few seconds to grab the audience’s attention before they scroll down. Bold, hard-coded, captions hook the audience on your video and they continue reading without having to press play or turn on audio. The retention rate is higher for captioned video.
Make sure that your audio is clear and you are in a quiet environment when recording. Even the slightest noise such as the table fan or the A/C could create background noise making your interviewee hard to hear. A constant straight shot of the interviewee can quickly get boring. Using a multi-camera setup can bring in some additional effects and keep the audience engaged. B-roll is also helpful to break out from the straight shot.
Ways you can use interviews:
- Tell your story
- Explain the process behind a launch/announcement
- Introduction to staff
- Trigger emotions using expressions
- Record experiences of users/audience
- Add a personal touch
3) Explainer Videos
Animated explainer videos have surfaced a lot in the media recently. These provide a great platform to explain hypothetical situations using animations by breaking down complex content into more consumable pieces. These videos grab attention because the possibilities are endless. You do not require a full animation production team to make small explainer videos. Powtoon is free online resource that lets you create animated explainer videos and share them on social media platforms. Here are some examples of explainer videos for different issues.
These videos can be used for multiple reasons:
- Explain a complex issue
- Show options available to the consumer
- Simplify a process
- Explain scientific terminology/process
As the world is headed towards shorter-form content creation, Boomerangs offer a middle ground between still images and longer video clips. Boomerang is Instagram’s standalone app that takes a burst of pictures and stitches them together to create a 1 second video clip that loops forward and backward a certain number of times. It is one the most trending forms of visual communication created by Instagram that is now incorporated in “Instagram stories”. A lot of businesses have been making the most of this engaging and visually interesting form of content. Here are a few examples of brands using Boomerang in the right way. Not just big brands, but small businesses, nonprofits, and political campaigns can also use Boomerangs to create engaging content on a platform that is relevant to the audience. Instagram says, boomerangs make your everyday movements “fun and unexpected.” It is a great way to tap into that one movement that could bring out emotions of the audience, and looping it.
Although the initial interest in Boomerang was fast and big, it might fade away quickly, which is something the businesses should look out for. To keep it authentic, this content needs to be raw and relatable to the audience. Boomerang does not enable editing capabilities, hence you need to take time to set up your shot. Some examples to use Boomerangs for are:
- Show product in action
- Make an announcement
- Share funny cat/dog moments
- Show off your stunts, sports actions or brand personality
- Or just loop your everyday movements into a dynamic piece of content
5) Behind the Scenes
With countless high-quality produced videos, the audience doesn’t always get a chance to get to know the real you. By posting behind the scenes video, you open up your doors to this audience in order to help them better understand you. These videos give a peek inside the hard work that your business puts in to provide the content produced by you. They also get to see the fun side of your business and the process involved behind the camera. This is good way to bring the audience closer to you and open up to them to gain trust. Here are some top brands going behind the scene with Instagram video.
Behind the scenes does not always have to be bloopers or video recording sets. A good example can also be introduction to your staff that make all the work happen for your business behind the desk or screen. An interview with the person who manages your social media will help the audience put a face to the posts.
Ways you can use behind the scenes:
- Behind the camera of video ad campaigns
- Production process of marketing materials/products
- Showcase of equipment, software, partners, etc.
- Introduction of staff
- Interviews with social media manager
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Abhishek Mutha is CMG’s Multimedia Advertising Specialist. With a MA in Advertising from Michigan State University and BA in Communications from the University of Toledo, Abhishek wants to bring strategy to the creative world of visual communication. He is originally from India, but enjoys working in America and sharing his culture. Abhishek is also interested in photography, video production, video games and bollywood dancing.