Brett Singer’s rundown of every type of video companies need to be making and why

There’s nothing more powerful than a well-made video. I’m not talking about the Mannequin Challenge or Dude Perfect’s infamous Water Bottle Flip montage. I’m talking about simple, thoughtful, well-produced videos that companies are now consistently creating for their websites. If you’re in business today, a video on your website is pretty much a must.

Still, need convincing? Ok.

Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019, if not more. But getting the traffic to your website is only half the battle. Keeping the people on your site and getting them to come back for more is what really matters, and what keeps people clicking and coming back, again and again, is quality video. In fact, some reports suggest that a good video on your site will keep your audience two minutes longer (on average) than a site without a video. The longer they’re on your site, the more likely they will convert to customers. In fact, marketers who use video grow revenue 49% faster than non-video users.

I could cite numbers all day, but the visceral connection you make with a quality video is worth mentioning here. A well-crafted video works on multiple levels. To start, a quality video will quickly become a central component of your marketing plan, simultaneously communicating multiple concepts. Equally significant is the emotional hook that a good video brings to your website. This will allow potential customers to identify with your brand or product more personally. And finally, we cannot ignore the concept of “stickiness.” Having video on your website adds personality to your company beyond simple text and flash animation. Even the simplest of videos will keep your website in the customer’s mind longer than a site without video.

7 Types of Videos You Should Be Making for Your Website

Product Videos. Think of these as your perfect elevator pitch. Shorter is better. You get to explain exactly what your product is with the perfect accompanying graphics. Trying to raise money? Send them this video, and in 60 seconds, they’ll know exactly what you do and might wanna crack open that business plan.

Founder Videos. Don’t be a faceless organization. Short videos featuring founders talking about why they started the company and why they’re so passionate about it are invaluable. Make a personal connection with your customers, clients, and investors by letting them see your character and look into your eyes.

New Feature Videos. To a startup, there’s nothing better than actually rolling out new features to your users. Rather than simply sending out an email with a screenshot or two, make a compelling video that clearly illustrates the benefits of the new feature. Show them why it’s amazing and who it’ll make happy.

Training Videos. Lend your support team a hand by putting some of your training videos online. They don’t need to be long or complicated. In fact, short videos that cover only one topic are best. Use screen-capture software and show your users exactly how to use your software. Every software site should have these types of videos. They’re perfect to include in your customer newsletters as well.

Recruitment Videos. Competition for developers and talent is at an all-time high these days. How do you lure the best talent to your company? Well, why not make a video and have your employees tell potential new hires why your company rocks, your benefits are crazy good, and that your Friday afternoon keggers are not to miss!

Educational Videos. Share the love, and spread knowledge about your industry. Help your company become a thought-leader by creating educational videos that help shed light on industry trends and delve deep into what you’ve learned about your space as you build your empire. You’d be surprised by the number of people who would love to learn what you know. Don’t bogart that knowledge.

Original Content. Maybe your company would benefit by creating a series of videos that are just entertaining. Whether it’s fiction or nonfiction, it’s like your own little TV show that keeps people coming back for the next episode. It could be about your team or industry or just something silly that your ruby guy thought of during his 80/20 time. Support their creativity—who knows where it’ll go and what it’ll bring back to the company?

Producing Videos

Now that you’re swimming with ideas on what videos you’re going to make for your company, all that’s left is to, well…make them if you’ve got some folks on staff who have production skills, congrats! Use ‘em. Just tell them to get some good microphones. People will forgive shoddy video quality, but nothing makes someone click off a video faster than poor audio.

Videos are a super powerful, extremely efficient way to communicate your message. Plus, they allow you to show a bit of your company’s personality. And let’s face it, you’re awesome. Why not let your customers in on that fact?

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