Recently, the YouMoz Blog had a post called Seven Videos To Kickstart Your Video Strategy. Their seven examples are grouped into three categories of intent: conversion, authority & social proof, and acquisition. It’s a good idea to look at your intent when making videos, because the purpose of a video may determine the best production formats for that clip.
Is the purpose of the video to motivate an immediate response, like clicking on a link or buying a product?
Explain exactly what the benefits are with a video showing a product’s attributes, or how to use it to accomplish a benefit.
Short product demos, answering common questions, can be hugely effective in convincing a viewer that this is the product they are looking for. A well-made video that clearly answers questions is like an expert salesman always on call.
Authority & Social Proof
Both authority and social proof are commonly needed for respect in our society. Videos that showcase a company profile, for instance, build authority for your company by providing the background information that show why you have experience and knowledge in an area.
Social proof, in the form of testimonials, are witnesses to the authority you are claiming. In both cases, a well-made video will communicate without distractions from your message.
The information you have gathered to present on your site or online are representative of your message. Videos that are helpful to your customers, interviews with experts on related subjects, and ads placed elsewhere to link back to your site all come under this category.
Much of the population prefers getting their information from a short, clear video. Take advantage of the fact and enhance your site with this form of communication, and watch what happens. It’s important that the words are easy to understand and that the quality of your videos be high so that your message is not hindered by distractions like awkward pauses, static, or camera angles.
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