04.09.18

VIDEO TYPES TO FIT YOUR BUYER JOURNEY

WHAT TYPE OF VIDEO SHOULD YOU BE USING?

 

The video landscape is fracturing. A few years ago, a brand could use the same video for almost any purpose. Now, with a better understanding of the buyer journey, we can be more focused with our video content, creating films that work so much harder by being relevant at a specific point in that journey. A simple case of delivering the right message to the right person at exactly the right time.

The customer journey metaphor is probably familiar to most of you, here’s how we see it in the context of video:

Video Moves Us - JM 300818

AWARENESS

 

A TENA Men video showcasing the 'Awareness' stage.


Type: Demand Initiator Film

Purpose: Brand video designed to raise awareness and drive emotional feeling

Top tip: First entertain then educate

 

Type: Social Sensation

Purpose: Great quality content that will get shared and amplify your investment

Top tip: Better production values mean more shares and lower cost per view

 

Knight Frank Active Capital ad, demonstrating a 'Social Sensation' film.


ENGAGEMENT

 

Type: Explainer

Purpose: Highly customisable, often inexpensive 2d animation

Top tip: Make your customer the hero and your brand the guide

Dinosaurs in the Wild 'Explainer' video.

 

Type: Thought leaders

Purpose: Inspirational stories of the product or service in action

Top tip: Think like a media company and create your own video channel

Intel Edison - Meet the Makers'Thought Leader' style of film.



NURTURE

 

Type: Capsule webinar

Purpose: The distillation of your business into one piece of content

Top tip: Whatever framework you choose, own it

 

Type: Product walk-through

Purpose: Clear demonstration of your product offering

Top tip: Link to interactive landing page

Samsung Galaxy S9 and S9+ 'Product Walk-through'.



CONVERSION

 

Type: Testimonial

Purpose: Give your product context in the life of your target market

Top tip: Mirror your target audience

Moorfields Private Eye Hospital 'Testimonial' film.

 

Type: Video message

Purpose: Customers are 144% more likely to buy after watching a video, so email them one

Top tip: Use a video thumbnail with button linking to autoplay landing page

 

LOYALTY

 

Type: Culture show

Purpose: Show your audience inside your business, your people, your places

Top tip: Be authentic

Dropbox 'Culture Show' video.

Type: Immersive event

Purpose: Environment set up to enrich audio visual experience

Top tip: Make your storytelling emotionally led

 

Now you should have a better understanding that a marketing video is no longer just a marketing video. If you’d like more help with any of these categories, please don’t hesitate to get in touch with James, at Breakfast of Champions by calling 020 7405 3355 or clicking the button below.

 

CONTACT US

ARTICLE BY JAMES MURPHY


Managing Director at Breakfast of Champions, an animation, motion design and video production studio in London. We make personality driven films with impact for happy clients all around the world.

Back to all blog articles

other reads

contact us

Here’s how to find us. Let us know you’re coming and we’ll pop the kettle on.

get in touch

For the latest & greatest in digital & insights, sign up here