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  • Writer's pictureIsaiah Wells

The 3 Most Effective Video Types for Medium-Sized Companies

Video content is one of the most powerful tools for businesses of all sizes to communicate with their internal and external audiences. As you know, it increases brand awareness and drives conversions. YouTube has some interesting statistics on video consumption and that's only one distribution point for your videos. Over 1 billion hours of video content is watched every day on YouTube's platform. They've recorded that over 70% of watch time occurs on mobile devices. Now, I know what you're thinking, Youtube's demographic is particularly millennials (27-41 year old) and Gen Z (11-30 years old), and yes, you're correct. Let's not focus on distribution strategy or demographics in this blog, but instead on video's incredible power in connecting, teaching, and inspiring people. 

About Us Videos: Anyone looking to join your organization is going to want to see who you are, what you're about and they are going to want to hear from real people within the company. Putting your culture on display will give customers, candidates and others a view inside and let them know what you value most. By sharing your brand's story in a compelling and authentic way, you foster an emotional connection that differentiates your company from others in your industry and builds brand loyalty. According to HubSpot, an "About Us" video can increase conversion rates on a landing page by over 70%. Research by Animoto found that 73% of consumers are more likely to make a purchase of a product or service if they watch an "About Us" video beforehand. An "About Us" video improves search engine visibility compared to those not utilizing one, boosting web traffic by 41% according to Aberdeen Strategy & Research. An "About Us" video is certainly one of the most effective videos for a medium-sized company to create because its impact spans across so many aspects of the business such as branding, recruitment, sales, culture, marketing, and more. 

Here's a great example of an effective "About Us" video from Johnsonville: 

Client or Customer Testimonials Videos: If there's anything more powerful than video, it has to be word of mouth. Combine the force of both of those by creating impactful "Testimonial" videos. "Testimonial" videos are impactful because they provide credibility, generate trust, and influence individuals in the marketplace that are ready to buy. You can make the most of reviews and customer experiences from trusted peers, a recognized industry professional, or even someone that's just had an experience with your company's products or services by capturing their feedback in video form. Once in a video format, you've made a compelling and highly effective communication asset for your company and it can be utilized across many distribution points or curated into targeted content campaigns. Insivia's research claims viewers retain 95% of a message when they watch a video compared to 10% when reading it in text, and Wyzowl reports 84% of people say they've been convinced to buy a product or service after watching a "Testimonial" video. It is for these reasons and so many others, that "Testimonial" videos have made it to number two on our list.

Watch this "Testimonial" video from former NFL running back, Harry Sydney to see how a customer's story can have an impact on others: 

Product or Service Video: Provide detailed overviews of the incredible aspects of your product or service and by putting it in video format, and enable your audience to experience on-demand functionality, 24/7. It's like having an extra business developer or individual from the sales team ready and willing to share all the remarkable details of your products or service with whomever presses that play button. According to Renderforest, videos generate a 1200% increase in shares over text and images. Your audience thirsts for compelling reasons to do business with you and wants to understand the value you offer. You can communicate detailed product features and benefits and provide a superior brand experience by having each video well-placed and available for your buyers. A good "Product or Service" video will have clear explanations, engaging visuals, differentiate your company, build trust with your audience, and ultimately motivate them to do business with you. 

Here's an engaging "Product or Service" video from Briggs & Stratton to inspire you: 

If you need help prioritizing your video goals, budget, and strategy, turn to the experts at IBEX Productions. We'll guide you from start to finish or help with a specific stage in the video-making process. Click here to learn more or select the "Get In Touch" button below to explore more ideas and options. 


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