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How to choose the right video format for your brand’s story

24th April 2017 by CH

There’s a lot of thought involved in producing video content. Before you can decide on the type of video you want, you need to know where to share it, when to share it and what format or shape is best to help you convey the story you want to tell.

Why Video Is The Way To Go

To get the most out of your investment, you need to choose the most suitable place or platform for your video content. The same goes for the visual treatment and style of the video. If it’s not suitable, people won’t watch it. This is just as important, especially in a landscape where the value of video continues to increase.

“We see a world that is video-first with video at the heart of all our apps and services.” Mark Zuckerberg

In 2017, video will continue to change and expand online. LIVE video is on the rise and traditional formats are collapsing. Videos are evolving into different shapes and sizes, with square, vertical and 360. In a few years, it’s likely these boundaries will be pushed ever further, and we could be watching circular or panoramic videos.

So it’s beneficial to develop new approaches and styles for your video content and keep it fresh. If you’re stuck for ideas, don’t just do what you’ve done before. Try something different.

Research Your Competition And Keep An Open Mind

Of course, the easiest way to brainstorm video styles is to see what’s been done before. Scrutinise what your competitors are doing and if possible, analyse insights on your existing video conversions and click throughs.

There’s a ton of video approaches and styles that can be adapted to suit a company’s identity or branding, so you should be open to explore more interesting ways to present your content. Just make sure you’re true to your brand and think about things from a consumer’s perspective.

Who, What, Where And When

Another important thing to consider when you’re planning video content to tell your brand’s story through the right video formats is the bigger picture – who is going to watch that video and where. For example, if you want to create a video that introduces your brand to new visitors landing on your website, you can opt for a slightly longer video where you have more space to share your story and introduce key players. A bigger production that offers an overview of your company and features lifestyle shots, interviews with some of your employees or business partners can be the way to go here. Leave a lasting impression by incorporating an abstract slow motion sequence, for example.

Is your brand focused around a particular product? Then animation and smart visual effects or bespoke infographics can help you showcase your product and implicitly your brand. Make an impact by choosing an unlikely voiceover or a memorable soundtrack to go with it. Show the world how it works and why they should choose your product instead of another one.

If, however, you’re planning to introduce your brand via social media platforms, then you need to reduce your brand’s story right to its core and tell the message in just a few short seconds. Clarity of message and conciseness are key here, but if your video format isn’t visually appealing enough it’s all for nothing, so choosing the right format is key. Are you opting to share that video on social platforms which are primarily used on mobile? Go for a vertical format or if you want to make a statement, why not try a 360 video instead.

We’re Here To Help

The CH Video team work closely with our clients to find the best approach for them. We deliver creative videos in a multitude of styles, in all shapes and forms and for a huge variety of purposes. Some of our clients need to grab consumer’s attention on social, some need a high-end promo video with a call to action and others want to showcase a product or service. Either way, you want viewers to enjoy watching the video and remember it.

There’s lots to choose from: video approaches and techniques, creative treatments and visual elements to grab audiences’ attention and hold it.

No video is the same. It’s a medium like no other because it can be applied in so many ways. If you find the right mix and the correct approach, it can become an invaluable piece of content that can work hard for your brand or business.

Ready to get started? Contact the CH Video team today on 01189 676 494 and we’ll help you share your story with the world.

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