We’ve often been asked what the best delivery or style is for online videos. Many people out there have great products or excellent content but just aren’t sure how to best display it through online video. Sadly, the answer to this question isn’t so cut and dry. First, you really need to understand your audience. Who is your video geared towards? Once you understand who your target audience is you will be more educated to make such presentational decisions.
There are several types of video for online audiences. Lets discuss 5 effective video styles for online video:
1. DOCUMENTARY: This involves webisodes and mini documentaries. This particular style is becoming very common due to its raw and honest delivery. More and more consumers want to hear real, unrehearsed conversations and see real and non-choreographed situations. It’s raw. It’s unpolished. It’s relatable. It’s incredibly effective.
2. NARRATIVE: This style involves some commercials and short films. If you want Hollywood then this is the style to go with. You’ll need actors, sets, a crew, proper sound...etc. These types of videos often have a punch-line or story to tell. They have the most potential of going viral but are also the most budget intensive and difficult to pull off. Narratives can pay off big if executed in the right way.
3. PROMOTIONAL: Most highlight videos, montages, infomercials, testimonial based interviews, and some types of commercials fall under this category. These videos are very common and often times the most effective when trying to get a focused message out there.
4. TRAINING or HOW TO: These include exercise videos, instructional videos, intellectual capital training videos, cooking videos...etc. The effectiveness of this style highly depends on the performance from the talent in front of the camera. If the individual is engaging, sincere, personable, knowledgeable, and entertaining then the audience will most likely have no trouble focusing in on their message. If they are dry, stiff, and awkward in front of the camera then the audience will tune out quickly, even if it is a subject they are interested in.
5. VLOGS: (Video Blogs) Most Vlogs intail someone sitting in front of their computer screen discussing a topic. This is fine for certain messages and audiences, however due to its lack of visual texture I would not base a marketing campaign using this style of video. Its good for a quick reminder, thought, rant, or tangent. It can also be effective for something that requires an immediate response.
Of course, each style requires a different approach regarding the filming and editing techniques as well as the on camera delivery, meaning the performance of the talent in front of the camera.
As you scour the web or watch TV commercials pay attention to the style of video that a particular brand or company chose to relay their messages. Ask yourself, why did they think that particular style fit their message the best? You’ll start to see trends and strategic methods to their approach. This will help you decide what style of video is most effective for your next video project.
Note: Choosing a style has little effect on how the Search Engines look at your video. The importance of selecting the appropriate style for your video deals more with the audience reaction than anything else.