Video Production.   Don't just tell your story — show it.
We think of marketing as when a brand’s vision and voice come alive in the form of a story, and one of the most powerful storytelling formats is video. The human brain processes visual content much more quickly than it does written text, enabling brands to form a more immediate connection with their audience. Whether it’s a product explainer video on your homepage or a customer testimonial on social media, video content is a must-have marketing tool for any industry.
There is no medium that has the power to demonstrate a concept and evoke a response as effectively as video. Even if video production is new terrain for your team, craft a strategic plan, and it’ll be worth the investment of time and money. Here's why:
- Video boosts conversions. Although it looks slightly different depending on the industry, the goal for most businesses is simple: conversions. And shoppers who view video are nearly twice as likely to make a purchase.
- Video has great ROI. Though video production is not necessarily the easiest or cheapest way to market your products and services, 83% of businesses say that video provides a good return on investment.
- Video builds trust. Conversions — especially in sensitive industries like healthcare, law, and finance — are built on trust, which comes from creating and fostering lasting relationships through content marketing.
- Google loves video content. Video is a good way to increase how long visitors stay on your site, and longer exposure tells search engines that you’re creating good content, which leads to better SEO.
- Video appeals to mobile users. More than 70% of YouTube watch time comes from mobile devices, and the number of smartphones in the world is only increasing. Ride this wave by creating video content that targets on-the-go viewers on social platforms.
- Video can demonstrate when it’s difficult to explain. Launching a new product or trying to explain how your product works? 95% of users say they’ve watched an explainer video to learn more about a product or service. Pro tip: try animated video to help convey complicated concepts that are more difficult to explain through text or live video.
- Video engages a wider audience. Video is a great tool for learning, but it’s also easy to consume. Consumers don’t always have time to read long product descriptions or dig deep into services. Video allows customers to see the product in action and can grab the attention of someone who might be lost by a less dynamic website.
Tell your brand’s story through video.
If pictures are worth a thousand words, videos are worth ten thousand more. Think about the travel and hospitality industry. In such a visual, service-oriented industry, galleries and slideshows are nice to showcase the location and amenities, but video has become the industry standard for brands that want to focus on the full experience. Video allows brands to craft a narrative, take the viewer on a journey, and create an emotional connection.
Bottom line: video tells stories. And no matter what products or services you’re marketing, it’s the story that counts. After all, story is what made the whole Internet break out the tissues over a flying ostrich.
Provide a path for customers.
To have the biggest impact, make sure you're creating videos that meet your audience where they are in the buyer’s journey Videos tailored for each stage are more likely to resonate with your customers and achieve higher engagement, brand activation, and trust.
At the awareness stage, the buyer realizes they have a problem. At this stage, use:
- Video blogs
- Explainer videos
- Short features and profiles
At the consideration stage, the buyer defines their problem and researches options to solve it. This is a good time for:
- Demo videos
- Product videos
- Virtual tours
- Product comparison videos
At the conversion stage, the buyer is prepared to make a decision and purchase. At this stage, try:
- Video case studies
- How-to videos
- Full-length product demos
At the retention stage, the customer needs to feel cared for and delighted in order to become a brand ambassador. Foster this with:
- Welcome videos
- Company culture videos
Create a social media presence.
The world of social media revolves around video. A well-produced clip that tells a story is a solid reusable commodity and can be deployed across platforms — Facebook, Twitter, YouTube, and anywhere else your audience is present — to reach the widest audience. Post at your target audience’s peak viewing times to create a buzz and gain followers, likes, and comments. The ultimate goal: to build a loyal community to help spread the word about your brand.
Because it’s so popular with audiences, video content is encouraged by social networks and these platforms are constantly evolving to be even more video-friendly. In just the past couple of years, Facebook launched 360-degree video and live video, Instagram introduced 60-second videos and Instagram Stories (a competitor of Snapchat Stories) to their platform, and Twitter has Periscope. And don’t forget about YouTube — it’s the second most popular social network in the world, and 6 in 10 teen YouTube viewers reported that a YouTube creator has changed their lives or the way they see the world.
Social video is rapidly evolving. Consider experimenting with one or more of these trends to see if any is a good fit for your brand.
- 360-Degree Video. Not every video is right for the 360-degree format, but one excellent use is product videos. 90% of users say product videos are helpful in the purchasing-decision process. For real estate or large equipment sales, a 360-degree video can allow the viewer to feel like they're looking at the product in person.
- Multi-Device Storytelling. 85% of adults ages 18-49 report watching videos across multiple devices at the same time. Brands can take advantage of this by designing stories that make complete sense when watched on one platform but have bonus content or an added layer of meaning when experienced on two or more platforms simultaneously.
- Live-streaming. Live stream a behind-the-scenes peek into your business, a location tour, staff introductions, event or conference coverage, daily check-ins with tips about a product or service, or how-to videos.
Match the quality to the value.
Going with a professional to produce your video could help you avoid making some common DIY video production mistakes. A professional may better be able to:
- Write (and stick to!) a script. Most quality brand videos, even ones meant to seem casually authentic, are scripted. A professional will have expertise in scripting video content, including gestures and actions.
- Get the best shot. Experienced video producers develop an eye over time — and know how to get the perfect shot they envision.
- Shine some light on your video. A good production company will have the proper lighting and sound equipment to make sure your video is high quality.
- Piece it all together. Proper editing is a good investment to make sure you get it right and make the most of your raw video footage.
Be prepared to ask the right questions.
Once you’ve decided to make a professional brand video, it’s time to find the right agency or production company for the job. Keep these questions in mind as you consider your options:
- Does their portfolio align with the quality and style of your vision?
- What’s their strategy for communicating your brand’s story?
- Are they using the best and latest technology?
- Does the expected production quality match your anticipated value?
- Is their portfolio attractive, engaging, and professional?
- What are their your thoughts on the longer-term vision for multiple uses for your video footage?
- How much of the production process are they capable of performing: brainstorming, scriptwriting, casting, equipment, set location, editing?
Choose the right format.
Animation, live video, ephemeral video, 360-degree…you have a lot of options when it comes to what type of video you produce. Be strategic in choosing your format and style. For a complete rundown of the best uses for each format, take a look at our guide.
We’ve got you covered.
Inside Trekk is a 2,000-square-foot video production studio featuring a massive green screen for incorporating advanced special effects and compositing images and video streams. We’re experts at creating interactive experiences using 360-degree video, augmented reality, and virtual reality. We work with a wide range of equipment, from shooting on an iPhone for professional live video to shooting a larger production with Red cameras.
By combining content strategy and new technology, we create videos and motion graphics that tell your story in a way that prompts action. We handle every aspect of production, from script development, videography, graphic design, and animation, to video editing and post-production. The types of videos we create for our clients include:
- Trade show video loops
- Customer testimonials
- Television commercials
- Product demos
- Augmented reality experiences
- 360-degree tours
- Immersive training content using AR and VR
- Corporate videos
- Video blogs and podcasts
- Interactive promotional videos
- Personalized videos using variable data
See our client video work for a taste of our capabilities and check out our Video a Week project to see how we experiment when video when we’re just having fun.
Want to tell your story with video? Work with us.