5 Videos Every Business Should Create
There’s no debate: Businesses need video.
I typed out an entire paragraph trying to explain why there’s no debate.
But then I realized there’s no debate. So I erased it all.
You’re here because you already know that your brand needs more (or better) video content!
I’d like to help you figure out which videos to create first.
Let’s get to it.
Here are the 5 types of videos to create first.
This is a super quick overview. There are deep dives in the sections below, as well as expert insight from several members of The Group. Feel free to jump around to whatever you need.
1. “Who Are We”
This video tells your story.
The brands that stand out now are the ones that can build a community of followers and believers around them.
A well-crafted, compelling “Who Are We” video helps to build that community.
Believe it or not, you don’t need to say a lot in this video in order to say a lot in this video. Keep it simple. Focus more on the emotional parts of your brand’s story. Give your viewers something to attach themselves to.
These types of videos build trust with your viewers. And trust is a great thing!
2. “What We Do”
This video is versatile.
Often, a “What We Do” video is your brand’s first introduction to a customer. People prefer to learn about a company through video, so a thoughtful video like this is important to create.
“What We Do” videos are also good for your internal culture.
This video can build pride within your organization, and it also gives your people an easy way to talk about your organization.
When creating a “What We Do” video, keep things simple if you’re just getting started. Don’t let your message get drowned out by flashy visuals.
Keep it clear, keep it concise, and make your message easy for people to remember.
3. Product / Service Explainers
These videos are crucial to any business’s success online.
In one industry report published by Wyzowl, 68% of the people they surveyed stated that they prefer to learn about new products by watching a video.
These videos definitely help in the pre-purchase phase, but they can be incredibly helpful in the post-purchase phase too as people begin to learn how to use your product. That’s especially true for SaaS companies looking to lower churn and increase the LTV of each user.
The length of these videos depend on your audience, the platform, and the product.
Regardless of length, be sure that your explainer videos are easy to follow.
4. General content for social media.
Right now, videos are outperforming every other type of content on the Internet. It’s not super surprising, right?
But we recommend starting with video as you create more content for your brand because of a very specific reason…when you start with video, then you can repurpose that video into many different types of content.
You can turn one longer video into smaller videos. You can transcribe one video and turn that into a blog post or other written content. And on and on.
But let’s not get complicated if you’re just starting to create video content.
Instead, give yourself a goal to create a handful of video clips every month around topics that are important to your audience. Grab a cell phone, hit record, then post. It can be that simple.
5. Social media ads.
Of all the videos we recommend creating first, people constantly freeze up when we suggest social media ads.
Don’t freeze up! These can actually be the simplest to make.
If you create videos 1 - 4, then you might actually already have enough content to get started with your ads. Just re-purpose the videos you’ve made, add a simple call-to-action to the video, and boom! Ads.
Finally, what will this videographer be like to work with?
Working with a freelance videographer is different than working with a full-on video production company. And both are different than working with an in-house marketing team.
Full companies are almost forced to have solid business processes in order to stay in business.
Freelancers, on the other hand, have the flexibility and freedom to operate without tight processes.
Regardless, your videographer should still be able to answer (or get you answers to) these basic business questions.
20 Questions About Business Details & Operations
How do you determine your pricing?
Note: If it sounds like they’re pulling numbers out of their ass, then they are. With that said, be willing to work with them if they’re working on a new type of project they haven’t had to price out before.
What payment schedule do you recommend for a project of this size?
How will you be invoicing me, and what are the payment terms?
Note: You, as the client, can dictate the answer to this question if you’d like. Production houses typically have a standard payment flow. Freelancers often don’t.
Do you have a master services agreement or any contract of that nature?
Note: A Master Services Agreement is a fantastic document to have if 1) you plan to work on multiple projects with this videographer and/or 2) you’re in an organization that requires people to sign off on every project. The MSA establishes 90% of the working relationship. The remaining 10% would cover all of the projects that follow. Again though, we ain’t lawyers.
Can you walk me through the MSA / contract?
Do you provide a confidentiality clause or a non-disclosure agreement?
When does ownership of the video transfer fully to me?
Note: Unless the MSA / contract explicitly says otherwise, the default understanding is that the videographer legally owns all of the content they captured until you make a final payment.
Will you give me the raw files at the end of the project? Is there a cost attached?
Note: You might be surprised at how often a videographer will refuse to give you the raw footage unless 1) you ask for it, and 2) you pay for it.
Are you asking to retain any usage or licensing rights?
Note: “Usage” typically allows the videographer to include your footage in their reel, website, and in promo material. When a videographer has a “license” on your work, then they can get paid directly for the footage in a variety of ways. Most clients will allow certain usage rights, but will often revoke licensing rights.
Do you plan on uploading any of this footage to a stock footage website?
Will you provide media release forms for the people in my video, or is that my task?
When and how often do you give project updates?
What are some boundaries you wouldn't like for me to cross as the client?
Note: This is a rare question for a client to ask, but will help you understand how to get the best out of the videographer. They’ll respect your even more if you ask this.
How many edits / revisions do we receive? And what do you define as an edit / revision?
What’s your process if we want to completely change direction on the project?
Note: You / your team / your boss might change the entire scope of a project for a variety of reasons. Be sure your videographer is 1) accepting of that, and 2) has a process for handling that. Handling this change is much easier when you’re paying them by the hour instead of by the project.
What do you suggest as the timeline on this project?
What happens if you don't meet agreed-upon deadlines because of issues on your end? What about if it's on our end?
Who is the main contact person for this project on your end?
What's the best way to communicate with that person?
Finally, what are the next steps?
If you’re feeling overwhelmed, remember this…
You don’t have to ask all of these questions all of the time (unless you want to).
While the creative process can be messy, it’s still a lot of fun.
If you put the work in at the beginning of a creative relationship, the rest of the process tends to fall into place.
I owe you a MASSIVE thank you for letting me guide you through these questions.
Remember, create like you mean it!
CEO of CreatorsGroup
PS -- If you know that your brand needs more (or better) video content but don’t exactly know how to get it done, then CreatorsGroup could be the perfect fit for you. Get ahold of us!