Instagram, the social media giant with over 800 million users, has launched a new feature that will no doubt be causing its rivals to worry about how to hold on to their users. After making a serious dent in the fortunes of Snapchat it now seems they have their sights set on YouTube with their launch of InstagramTV.
Unlike Instagram Stories, their current video offering, IGTV is exclusively for pre-recorded long-form content. Although they may expand to include live videos later. Users can post videos from 15 seconds to 10 minutes in length, whilst popular influencers and verified accounts can post up to an hour of video content. Users can like, comment on and send the videos to each other via direct message and some Twitter users are already pointing out that their videos are getting more views and engagement than those hosted on YouTube, although this could be due to there being far less content on IGTV at the moment.
It exists both as a dedicated section within the Instagram app and also as a stand-alone app. Users are able to search and scroll through videos recommended for them, as well as ones from people they follow and popular videos. Whilst there’s currently no paid advertising option for IGTV brands can add ‘swipe up’ CTAs on their videos, and given the premium of full-screen mobile real estate it’s likely that an ad package or opportunities for sponsored content will be introduced soon. When you open the app the videos just start playing, like TV and Instagram CEO Kevin Systrom thinks this ‘lean back’ mode could make IGTV a powerful place for Instagram to put ads.
However, experts including Neil Waller of influencer marketing agency Whaler warned that IGTV requires careful planning by brands, “it should not be a place where users simply post their stories, unless Instagram’s end goal is for IGTV to become a replacement for Stories.” This seems unlikely, given that Stories focuses on short, snappy, in the moment updates that encourages spontaneous creativity as opposed to the careful, thought out approach of pre-recorded and edited IGTV videos. It’s essential that brands think carefully about the kind of content they want to put on IGTV so that it’s an extension of their video marketing not a repetition. The videos are only shown vertically and full screen so that may means brands need to change up or experiment with their filming equipment.
We think this is an exciting development to social media and video marketing and we’re interested to see the innovative ways brands use this new channel.
Are you thinking of experimenting with IGTV, or video content on social media in general? Why not get in touch and pick our brains about how we might be able to help. Our Facebook video series for SunLife is already seeing incredible engagement and we’d love to help more companies use video to boost their brand.
Corporate video is a great way to communicate with a variety of audiences in an interesting way. As well as being more engaging than large blocks of text it’s also far more effective in conveying key messages clearly and succinctly. Including video on a landing page can increase conversions by 80% and 59% of executives would rather watch a video than read text.*
We’ve come up with 11 types of corporate video you can create and why you should already be using them.
1. Brand video
This is the video that should sit on your homepage or About Us page. It needs to encapsulate your brand in one short, catchy video. You could use it to tell your brand story, highlight your values and what you stand for, or simply state what you do, why and how you are different from your competition. This should be the flagship piece of video content that communicates clearly to your customer who you are and why they should be looking at your site.
Danone use a lengthy brand film to tell their story, we created this film using a combination of stock footage, animation and their more recent advertisements. As a brand with history it’s a great way to tell visitors to their site more about who they are.
2. Conference / Exhibition film
If you are planning to showcase at a conference or exhibition this film is the one you screen at your stand. Whether you display it on a full size TV screen or show it on a laptop this film needs to explain who you are and why you are exhibiting. Unlike the film above, this video can be more in depth in terms of products or services you provide. You know the types of people who will be attending the conference or exhibition so you can make sure you tailor your video to give them the kind of information they will be seeking. Often animations which incorporate text and graphics work well for this type of video.
Below is a film we made for Great Ormond Street Hospital to show at The Friendship Ball. The purpose of the film was to encourage the attendees to donate whilst educating them on how their money is actually making a difference.
3. Social Media Videos
Have you noticed that your social feeds are dominated with images and videos? And that any text updates you share just seem to get lost in the scroll? This is because, apart from not standing out as much, the algorithms on some social channels such as Facebook ensure video content is more likely to be served to your followers. Social media videos are short, often emotive videos that encourage your audience to share them. These videos don’t necessarily have to be focused on one of your products or services however, they need to be on brand. Even creating videos that tie into specific events or news, such as the Olympics, work well to bring your brand to the front of people’s minds.
Here’s a social media video we created for SunLife, as part of their ongoing ‘welcome to life after 50‘ campaign. We’ve made a lot of these short social media videos for SunLife, each one showcasing an inspiration over 50 years old. This one of tattooist Doc Price has 2.7 million views and over 36 thousand shares.
4. Email video
Putting video in an email leads to 200-300% increase in click through rate (CTR). If that wasn’t enough just using the word ‘video’ in a subject line boosts open rates.** A lot of email services including Gmail cannot currently play embedded videos so a good way to include video that you are sure your recipient can view is to use a screen shot of the video with a play button graphic on top. Hyperlink this image to a dedicated holding page for the video, either on your website or a video hosting site, so that when they click it they are taken straight to the video.
5. Testimonial videos
You must have lots of great feedback from your clients and customers, raving about your products and services. Maybe they’ve provided you with case studies and quotes which you already share with other prospective customers. A great way to make this testimonial even more compelling is to film it. You can do a simple piece to camera where your clients answer questions about how your product or service helped them. You can also use text or animation to give important information and data about exactly what benefits your brand bought them. These testimonials can then sit on your website, ideally above the fold on a key landing page to help persuade viewers of your credentials. You can also use them in sales pitches and marketing emails.
We created a series of ‘Eligibility Stories’ for TotallyMoney.com. These video interviews featured real customers speaking about their experience using Totally Money and how it helped them, showcasing real, relatable people talking about your product or brand is often far more effective than a written quote or case study.
6. FAQ videos
Many websites have an FAQ section to answer common queries about their brand, product and / or service. These sections can be text-heavy, long and dry so livening it up with a video it a much more enticing proposition. The video could be an employee answering the questions to camera or even clever animation. Using a video for this part of your website makes it quick and easy for visitors to find the information they need.
7. Product demonstration videos
After watching a video, 64% of users are more likely to buy a product online* so instead of crafting compelling but long-winded product descriptions why not use video to showcase the product or service and how it works? This is especially effective if you have a lot of different features that can be hard to explain. Videos of this type can feature an actor or employee showing the product, an animation or even a whiteboard animation style video.
For Nuaire, market leaders in ventilation solutions, we created a video that explained how their Drillmaster Eco range of Positive Input Ventilation products works. It’s a complex product so animation was a great way of explaining the features and benefits in an easy to understand way.
8. Internal communication video
If there is important information that you regularly need to convey to your employees then perhaps creating a series of video resources would be more convenient. These could be used as induction videos to introduce new recruits to the company history and procedures or even videos to explain your brand identity and guidelines.
This video for Nationwide won several awards, and was used as part of their internal diversity training.
9. Recruitment video
A recruitment video is a great way to entice applicants. Showing them your offices, giving an insight into the company culture and explaining in detail the role via video sets you apart from other job adverts. It also allows you to give potential applicants more information about the company without them having to read a long job description. Videos like this work really well if you want to widen your search and use non-traditional channels such as social media to reach more people.
Starbucks have a great video that highlights the career successes of some of their team who started as interns or graduates. The video ends showing a link to their careers page. Any potential employee would get a lot from this video about what Starbucks is like as an employer and what sort of roles they might get.
10. Training videos
Having training videos make learning internal procedures and programmes so much easier for new members of your team. These types of videos are ideal for teaching security and compliance elements of the role as well.
For example, we created an animated video for De La Rue to explain their new cloud-based finance system. The video gives enough of an overview of the new process whilst directing the viewer to find further information. A video can be a great way to make policy training more engaging.
11. Showcase your responsible endeavours
Corporate Social Responsibility is a big part of many companies’ culture and ethos. Showing what initiatives your brand spearheads or takes part in is a great way to show potential clients and customers a little bit more about who you are and what you stand for. Many people take a companies’ ethics into account when choosing who to do business with, so showing what you do to make a difference in the world is a good way to build trust.
Samsung partner with a volunteer organisation to bring solar power to areas where electricity is scarce. This video shows the benefits that initiative brings.
Here are just 11 types of corporate video you could be making but of course there are so many more. For an example of the types of corporate videos we have made take a look at our showreel, and if you’d like talk to us about your own video requirements do get in touch.