As with most things you create, there are a lot of variables to consider when deciding on video style. The choices are quite numerous. They can be presenter led (green screen or not), voiceover, actors (green screen or not), animation (2d and 3d), slideshow, demonstration, and on and on. If you ask which one is the right one? The answer is… “it depends”. I seem to write that seemingly catch-all phrase often when blogging about video production, but a lot of times it’s the right answer.
1) It depends on the nature of the product or service.
Is your product or service for consumers or SME’s (B2B)? Either of these markets can require different ways of communicating and gaining trust. There are also many styles that can appeal to a specific target demographic. That’s not to say that animation, just for example, can’t appeal to different markets, but it’s execution is paramount to getting your message across and accepted by your target audience.
2) It depends on your marketing message.
You might have a really great, useful, groundbreaking product or service, but how clearly are you able to communicate what it is? You could have the best product of its kind on the market, but if a visitor has to dig around your website or piece together what problem you’re solving for them, they’ll move on to someone else. Does video help convert more customers than written text alone? The answer to this question is YES, if the message is properly conveyed. Does animation explain what you do or would a client testimonial be more effective?
3) It depends on how it’s going to be deployed.
How do you intend to use the video? How do you plan to measure its success? Will it live on your homepage in perpetuity or is for a one time promotion? Do you give users an easy way to share it? Will it be used in trade shows and pitches? These will all impact the style, and the corresponding business value.
When trying to find the appropriate style, consider these factors and you’ll be on the right track to a successful campaign.