Every day, I get to play “video matchmaker,” helping customers choose the best style and design for their marketing videos. As a video producer and project manager, I never try to hide the fact that diving head first into the video production process can be rather daunting at times. No two videos are the same and the number of moving pieces and variables that go into the video production process are considerable.
This is one of the reasons it is critical to invest adequate time early on to really match up the messaging and the marketing video style elements during the pre-production development stage. Video pre-production primarily deals with creating synergy between the two most important elements of your video; the content messaging and the video style or design (i.e. the visual impression). If you’ve ever worked with me on a video project, you may have heard me slip in my tried-and-true math analogy:
“In order for the style and messaging to align, you need to get the first step right before you move onto the next step in order to solve the equation.”
With this in mind, the type and style of video you choose, and how that style meshes with your company brand, is probably the most important choice you have to make. The easiest way to do this is to look at a lot of different styles of videos that may have a similar messaging objective as yours. When I consult with a client, often times one of the first questions I’ll ask is if there are any existing videos that appeal to them in terms of overall style. These videos can reside anywhere, including our client video galleries or even a competitor’s website. Typically, a video will utilize one or more of the following styles:
Animated Explainer Videos
Animated explainer videos and motion graphic videos have become a very popular marketing video style. Motion graphic and animated videos are great for companies who want to package their message in a clear and engaging presentation. This marketing video style is great for simplifying a message, as well as educating your audience about products, services or concepts. See the example below or visit our animated video production gallery.
Live Action/On Location
Producing a Live Action/On Location online marketing video is great way to give your video a personal touch. This style of video typically features footage of real people, such as individuals within your organization or actors, to clearly and effectively convey a message to your audience. Live action/on location marketing videos can take the form a more traditional television spot or an interview-style piece that may feature additional footage of your product or location.
Realistic/stock image videos utilize existing photos or videos to create a polished and professional piece. This style of video is often used on it’s own as a means to create cost-effective employee communications and training videos. In other scenarios, it is combined with the motion graphic/animated video style to create an overview piece more serious in tone.
Once you’ve identified one, two or three videos that appeal to you, it’s not hard to determine what style category they fall under. Some good questions to ask when viewing B2B marketing videos in any category are:
- What appeals to me in terms of the video’s style?
- What is the pacing like? Does the video flow or is it punchier with its delivery?
- What does the voice over or acting talent sound like?
- What don’t I like about this video?
- Does this video’s style align with my product or company branding?
It’s also important to mention that any of the above video styles can overlap, meaning you might want a motion graphic video that utilizes stock imagery or an animated video that incorporates an on-location shoot. All are viable options and a video specialist, such as myself, will help you determine what style will be the best fit for project goals and budget.
Speaking of budget, take a look at my previous post “Explainer Video Pricing & Process Guide” to get a good sense of what to expect on that front..
Producing quality video content is very much within reach—you just need to know where to start!
Jesse Albro is a Digital Project Manger at Flimp Media. His video expertise stems from having worked on several productions, including those for Emmy Award winning filmmakers. He currently heads up Flimp West in Denver, CO with his rescue dog Zooby and enjoys spending weekends exploring the great outdoors in his Jeep.