Not all video is created equal. And we don't just mean in terms of quality. We mean in terms of what it's trying to accomplish.
We see it quite often, alot of businesses make one video and expect it to do everything.
Whether is be attracting new customers or building trust, explaining the product, or closing a deal. That is a lot to ask of a single piece of content and it is usually why that content ends up feeling like it is not really doing much of anything very well.
The reality is that someone who has never heard of your company needs something completely different from someone who is already on your website comparing you to a competitor. Treating them the same way is one of the most common mistakes we see and it is an easy one to fix once you understand how the video journey actually works.
Let's start at the top of the funnel where video's main job is to bring awareness. This is where short, engaging, shareable content that makes someone curious enough to want to know more works well. This is not really the place for a five minute brand story. This is 30 to 60 seconds of something that makes someone think who is that and why have I not heard of them before. The goal here is not to explain everything, it is just to get the next few seconds of someone's attention.
Next is the middle of the funnel where the video's job shifts to gaining trust. This is where your brand story content and client testimonials live. Here, people can see not only what you do but also how you operate, and why you are different from everyone else offering something similar. People at this stage might be interested but are not yet convinced. They are doing their homework and your video content is either helping them feel confident about you or if it's bad it is sending them somewhere else.
At the bottom of the funnel the video's job is to remove doubt. This might include product demos, process explainers or more detailed case studies on your best projects. The person watching at this stage is close to a decision and they just need one or two more reasons to feel confident to pull the trigger.
When you think about video this way it stops being a one and done purchase and starts being a system for your business top to bottom. Each piece of content has a job and each one meets a potential customer exactly where they are in the process and moves them further along.
I would say most businesses are missing at least one layer of this strategy and some are missing all three and just have one video sitting on a homepage just hoping for the best.
The good news is you do not have to build the whole thing at once. Start by figuring out where your biggest gap is and start there!
WHAT HAVE THE TWINS BEEN UP TO?
A few weeks back the team had a really fun drone shoot with our friends at Super Suds Auto Spa and it was exactly the kind of project that reminds us why we love what we do.
We went out to each of their locations all on the same day and captured drone footage and photos that they can use across their website and social channels to really show off their car washes. Safe to say it was a jam packed day!
One of our favorite things about video work is how different every single shoot is. One week we are inside a manufacturing facility getting up in a lift to capture machinery. The next we are at an auto spa bringing creativity to a completely different kind of environment.
But every industry has a story worth telling and every business deserves content that actually does it justice. Super Suds is a great example of that!
CHECK THIS OUT!
This one is a big deal for us.
We are happy to share our new Double Take Video intro video and we could not be more excited to finally share it with everyone. This is something we have been working toward for a while and it really captures who we are, what we do, and why we love doing it.
We had an older video from a while back but who are we if we don't follow our own advice and update our video content?
Give it a watch and let us know what you think. 👉 https://youtu.be/MIVUCK5QD-4?si=Px_u9ANG51alfh6l
