“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss.
Marketing dynamics have changed over the years. The tried and tested rules for branding do not apply anymore. This is why businesses are now looking for innovative and cutting-edge ways to reach out to their customers and clients.
As more and more businesses are joining the YouTube, Meerkat and Periscope bandwagon, it all comes down to selecting the right type of video. Two of the most important forms of video marketing are live video streams and animated videos. Here are some factors that you need to consider when choosing a video format for your brand:
The Industry Involved
The first and the foremost thing you need to consider is the industry to which your business relates. This helps you determine the level of creativity you need to stand out among your competitors.
For some businesses, such as general contractors, a live video with simple DIY tips can do the trick. In contrast, a creative business (content writing and graphics designing) needs to consider animated videos to grab the attention of reluctant viewers and showcase their own talent pool and creative skills.
Garnering Attention
As explained earlier, animated videos are likely to garner more attention and appreciation from viewers. Depending on the video and voice quality and graphics, animated videos look more appealing to the tech-savvy Gen Y.
Businesses pursuing aggressive marketing strategies often create and post animated videos and advertisements to generate consumer interest and create demand. However, live videos can also be improved by using better editing software, compelling scripts and other techniques. This will incur additional costs, but might not be as effective at attracting customers as animated videos.
Cultural Fit
Cultural fit is also an important factor that determines the type of video required. To put it simply, you need to ask yourself whether an animated or a live video will be best suited, keeping in mind the culture or sales path of the target audience.
If your potential customers are within the early phase of the sales path, a short animated video will help them identify the problem. Once the problem is identified, a live video can help demonstrate or highlight a solution to the problem or a simple quick-fix or DIY guide to troubleshooting.
With several new tools available for video creation, designing the right video for your brand depends upon your budget, target audience and business nature. On the whole, each type of video has its own benefits and drawbacks – which must be analyzed in view of your business objectives, before the final choice is made.
