What Types of Brand Videos Should You Have on Your Website?

by | Aug 13, 2014

People like to watch brand videos online. Do you believe me? You should, because for one: I’ve never lied to you before, and two: According to MarketingCharts.com, 6 in 10 adults say they watch videos when they visit a brand website with video content, and 4 in 10 prefer watching a brand video over reading the same information.” People prefer watching a video over reading the same content… hmmm… this reminds me of a blog we wrote a couple weeks ago about adding video to your website’s ‘About Us’ page. If you haven’t read it, you should go check it out.

Back on topic! Alright, people like watching videos online, so you should have some videos on your site for them to watch, right? But what kind? Should it be funny? super serious? instructional? narrative? Should it just be cute kittens?

Well, it is going to depend on who you are and what you do. If you are a non-profit company that travels to impoverish countries to give aid… you probably should not have a funny video on your donor page. In this case, I would recommend heartfelt testimonials from the people your company has helped.

But I can’t sit here and think up of every business scenario and recommend what type of video would suit. Neither you nor I have that kind of time to waste. What can we do?!

Luckily, Levels Beyond did a survey, and found consumers’ rankings of five brand video types. Levels Beyond found that consumers are most interested in how-to, instructional or tutorial videos. This type of video garnered 67% of the vote. I can relate to this. I have made numerous purchases because there was a helpful tutorial video for the product. I know in my buying decision, these types of videos are especially important when I am deciding between two products/competitors. The hesitation is removed when I can watch someone else using the product I am interested in.

The second most popular type of video is comedy or spoof (42%); followed by product/informational (34%); micro-documentaries, telling the story of a person or event (33%); and a strong fifth place showing was animations/infographics (30%).

At Transformation Marketing in Lincoln, Nebraska, our production department can work with you to develop the proper video for your website, TV commercial, or social campaign. Whether your video should be entertaining, informative, funny, or inspiring… we can help you develop the right type to effectively connect with your visitors. After all, ‘it all comes down to trust and results.’

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