How to Determine the Right Video for Your Goals

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Revolutionize Business with Video, Part 3

In Part 2 of our series, we established goals for video and identified meaningful video metrics. At this stage, it is important to identify which videos will work better toward achieving those goals. Each headline below discusses one of the goals from Part 2.Below each goal, you can find video types and tactics to reach your goals.

Goal: Gain brand awareness with target audience


In this video, we recognize the success of DollarShaveClub.com’s campaign. This is the type of video that most people think of when creating content. It’s entertaining, public, and used to establish brand awareness.

Achieve your brand awareness goals with creative stories similar to the DollarShaveClub.com’s video. Your story can be a work of fiction or a true company story, just make sure it is engaging enough to get them sharing.

While eyeballs are great, make sure your video is memorable. Make sure the video is public, shareable, and captures the message of your brand in a memorable way. Get your audience fully engaged: laughing, crying, thinking, sharing, and debating.

Goal: Explain a product or service

In the above video, we show you how to upload and embed videos using our service.

Our video above clearly explains how to use our service using a Support/Client Services approach. We addressed common challenges and how to use the service to overcome them. The approach works well for common troubleshooting issues or explaining a complex process.

Product related videos can be a great guide to explaining product and service features. This type of video will make it clear to your audience what your company can do. You can use a product related video for marketing purposes. Embed the video onto your website in order to create a clear understanding of your product or service.

Goal: Communicating quickly across your business

In the above video, you can see how Lululemon used video to communicate their annual report to people all over the world.

A great way to communicate within your business is to host a Town Hall. The meeting is a great place where employees can gather and participate in the goals of the company.

To make communication even more effective, record your Town Hall with webcam.Make sure that employees working remotely or abroad don’t miss a beat. Jason Verdelli of Phase 2 Solutions discusses how his company uses webcam specifically for these reasons.

Presentations are another great way to communicate your message. Create Powerpoints or Prezi’s to relay your ideas. Use video within to drive your points home.

For presentations, webinar recording is the best way to go. Record your presentation from the computer screen just like our video example above. This enables you to have access to the presentation as well as the speaker’s notes to reference in the future.

Goal: Train or teach a concept or skill


The above video about Fire Extinguisher training combines video, imagery, and text to make training an all-over sensory experience. Make a video that allows your audience to truly be involved. Training doesn’t have to include a 500 page manual. Bring your training alive with engaging video.

Help explain a process with how-to’s like the video above. By breaking down the process of using the item, you create a user friendly experience with manageable stages. The video allows them to move through at their own pace and revisit certain sections while providing a visual for assistance. How-to videos are also a great way to become a source of knowledge and build trust with your audience.

Another approach is screencasting. Screencasting allows you to record the actual screen of your town hall meeting or demonstration, that way viewers see a clear, crisp representation of your presentation.

Record a lesson to maximize your audience’s understanding. Recordings give learners the opportunity to go back and review material. Whether in the classroom or corporate setting, recording the concept can allow for a synergy of audio and visual cues.

Use timeline commenting to get the most out of your training. The learner can ask questions as they occur to him/her, just as they would in a traditional lecture. The benefits here are that the learner can always return to points in the video for reference, creating a more in-depth response. The instructor can also get feedback on where learners are struggling to understand the material from the video. If there are a lot of comments in one section, it might signal a need for additional review of the topic.

Goal: Inspire your audience to take action

This video [Update: Video was removed from YouTube] explaining the UNICEF Tap Project calls us to put down our cell phones in an effort to donate water to those in need.

Like UNICEF, inspire your audience by educating them. Challenge your audience and inspire them to learn about the world around them. Bring up relevant topics, even if they aren’t solely about your product, and get your viewers involved.

Engage your audience to get them inspired. Engagement can be a serious problem, especially with employees.

A Video Contest is a fun way to get audiences excited and engaged. Whether for employees or public, video contests are a great way to encourage them to submit, vote, and share their favorite videos. Use tools like Video Contest Manager to quickly launch your video contest, brand and customize your video contest, establish your own contest rules, and measure and track contest performance.

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Written by Payton Sherry

Payton Sherry, former Viddler employee.