The Power of Video

By Touchpoint Media

11/15/19

Video is a powerful, versatile medium.

You can tell all kinds of different stories in a variety of ways. Plus, it’s a great investment because you can share it in so many different places—online, social media, email, pitch decks, in-person meetings, conferences, the list goes on.

Basically, you get a lot of bang for your buck. 

We caught up with Touchpoint Director of Content and Video Production Tom Sellwood to learn more about why you should integrate video into your marketing strategy.

In an age where consumers crave engaging and authentic content, how can video help bridge the gap between a brand and its audience?

I think video helps round out the personality of a brand. A brand has its website, social media, email newsletters and whatever else it does to market itself. All of these things help create a unique brand voice, but video really amplifies that voice, defines it and brings it to life.

There are also certain stories that are just told best through this medium. These stories require the versatility of video—the wide shots to establish the scene, the close ups to capture emotion and the sound design to bring it all together. With all the elements that video offers, it feels like you can access a depth in storytelling that other mediums can’t.

What are some different types of videos, and how can a brand decide what’s best for them?

There are so many different types—for example, 360-degree and virtual reality videos—but I’ll talk about some common video categories that are more accessible to brands, and audiences, for that matter.

Explainer: An explainer video is a short, simple video that does exactly what you would expect—it explains something. The tone of an explainer is usually informational, but not boring. For example, a common explainer video covers how to use a new product, or how to navigate a members-only section of a website. An explainer can be a live action video, but often, it’s an animated video.

Brand: This helps establish a brand’s overall personality. Usually, it’s broader than an explainer video and covers a company’s overall mission, its values and some of its important work. A lot of times, it features key players of the company, like its founders, upper management or employees. Oftentimes, brand videos are inspirational and cinematic.

Here are a few examples of brand videos we recently did for clients:

Knowing where to start can be daunting. Any advice for video rookies?

My biggest piece of advice is very simple: Do it. Creating video and pushing it out on your brand’s channels will instantly increase consumer engagement.

Try making a simple iPhone video. For example, film a colleague answering the question, “What is the most rewarding part of your job?” Then, share it on Instagram. I guarantee your followers will respond with likes, comments and direct messages. They’ll appreciate the authenticity and seeing what makes the company tick.

A simple video is just the tip of the iceberg. Of course Touchpoint would love to help you with video, but that will come in time if the project is right. Just know that video doesn’t have to break the bank. If you’re ready for a step up from an iPhone video, you can create a professional video at an affordable price.

As video marketing continues to rise in popularity, what types of video trends can we expect to see in 2020?

I think we’re going to see more short animations from brands. They’re a fun and informative way to differentiate a story from all the live action out there. And while animation comes with its own nuances, it’s less resource intensive—meaning you don’t need to secure locations, cast talent, hire a crew, etc.

Another trend I think we’re going to see more of: professionally produced videos that take the viewer behind the scenes. For example, a video that shows parts of the video set—the lights, audio equipment and cameras—before, after, or even during the main part of the content. Seeing “behind the curtain” helps the audience feel more connected to the story, and makes the brand feel very authentic.