• Luke

Top 5 Videos Every Company Should Have


Behind The Scenes footage of shooting a video, behind a camera.
© Bobbin Productions - 2022

In 2022, people are watching more video online than ever before – in fact, the amount of online video watched has almost doubled since 2018 with video marketing growing similarly fast…


• 92% of marketers say that video is an important part of their marketing strategy (up 14% vs 2015).

• 87% of video marketers reported that video gives them a positive ROI (up 33% vs 2015).

• 79% of marketers who don't currently use video expect to start in 2022 (up 10% vs 2021 and up 20% vs 2020).

​• 86% of video marketers say video has been effective for generating leads (up 2% vs 2021).


We are in the age of video dominance. The time spent consuming digital media, by the average person alone, is expected to increase to almost 8 hours a day by 2023, according to Statista.


Businesses are aware of this, and factor in brand video content into their marketing strategies, using product demos, how-to’s, and explainers, as their top 3 most utilized video content to increase their sales and brand reputation.


But what does this mean for you? Are you using video to its max potential? Is it something you’d like to take advantage of, to evolve your marketing efforts to a level beyond your competitors? You’re not alone.

When starting from scratch, it can be quite daunting not knowing how to begin. What equipment do you use, what editing software, what location? Before worrying about how to do it, you should decide what it is you’re aiming to produce. Here are the top 5 videos you should start with, to enter into the world of video marketing.

About Us/Welcome To/Brand Story Video


Estimated Cost of Production: £8,000 - £12,000

Suggested Length: 120 - 150 seconds

Sales Funnel Positioning: Top or Middle

Best Platform: Website, YouTube, Vimeo

Types of Footage: Interviews, animation, behind-the-scenes, time-lapse, archive, stock, crowd-sourced, aerial drone shots.

Interviews: CEO, Executives, Employees, Customer & Client Testimonials.


Your ultimate marketing tool. There’s no better way to introduce what you do, than filming a video of your business doing what it does. Invite the world to learn the origins of your company, how it began, why it began, what it means to people, and how it’s effected the world.


According to Invisia, 90% of users say that seeing a video about a product, helps with their decision process.

Your backstory establishes the core of your product and in an age of social responsibility, this video might be the very thing that turns your potential leads into customers.


Product/Service Explainer


Estimated Cost of Production: £7,000 - £10,000

Suggested Length: 60-90 seconds

Sales Funnel Positioning: Top and Middle

Best Platform: Website, YouTube, Facebook, Instagram

Types of Footage: Animation, Motion Graphics Sequences, Product Close-ups, Actor/Model Scenes

Interviews: CEO, Customer & Client Testimonials.

What’s the best way to sell a product? Let them try it. What’s the second-best way? Watch someone else try it.


Explainer videos are highly utilized for a majority of products, as they can provide a full, in-depth view of what you’re selling. It also helps that, according to Wyzowl, 96% of people have specifically sought out an explainer video to help with their purchase decision.


Service or product, eyes are now fixated on videos to provide the information they need, and the stats don’t lie. If you’re not taking advantage of explainers, yesterday was the best time for it. The second-best time, is right now.


Customer/Client Testimonial Showcase


Estimated Cost of Production: £4,000 - £6,000

Suggested Length: 120 - 180 seconds

Sales Funnel Positioning: Middle and Bottom

Best Platform: Website, Ecommerce Platforms, Facebook, Instagram, Twitter, Newsletter

Types of Footage: Interviews, Product Close-ups, Text Overlay

Interviews: Customers, Clients


Hearing about a product and doing your research is totally fine. You can make up your mind and come to your own conclusions. But what if your friend told you about a product, and they REALLY liked it?

Same applies in the world of marketing. Testimonials from well-respected people greatly influence the purchasing power of your potential customers or clients. 72% of people look for positive testimonials to increase their trust in a business, and 2 out of 3 people say they’d be more likely make a purchase after watching a video testimonial.


There’s power in showing others how your product or service has worked for them. If they speak of satisfaction, let them borrow that feeling, and have it influence their own decision. It’s a powerful tool and the sooner you use it, the better.

Behind-The-Scenes


Estimated Cost of Production: £4,000 - £7,000

Suggested Length: 60 - 240 seconds

Sales Funnel Positioning: Top, Middle, Bottom

Best Platform: Website, YouTube, TikTok, Facebook, Twitter, Instagram, Newsletter

Types of Footage: Interviews, Archive, Crowd-sourced, Time-lapse, Product Close-ups, Unscripted Talking Heads, Vlog

Interviews: CEO, Executive, Team, Employees


Transparency is king, no question. Showing your clients and customers what goes on behind the scenes, opens up a level of trust a forward facing company simply can’t match.


This ties in with the “About Us” video, except behind-the-scenes videos can be ongoing, even vlogged if that’s what you’re after. Considering that 88% of customers desire to see more videos from their brand, this type of video can be used to output a constant flow of videos, on what happens behind the curtains of your business.


What you reveal is up to you; It can be your industrial process, a day in the life of one of your staff, tour of your office including any unique features or perks of your office, the possibilities are varied and wide. And they can be as easy as you want them to be.

Of course, professionally shot videos always reign supreme in presenting your business in the best light possible. But not all of them have to be.

Summary

Videos have become the king of marketing, and the stats don’t lie. Cisco states that 82% of global internet traffic will come from video streaming, and downloads. That’s a massive percentage.


Whilst the above 5 videos may be the most popular and a great starter, they’re far from the only formats you can make use of. There’s a multitude of different videos you can craft, and they all serve a specific purpose in your sales pipeline.

Even if you don’t have a pipeline right now, videos have a powerful and global effect on your audience, and they’re always a positive one. With a stable of well shot, on-brand, well produced, in-context, videos, you’ll be well on your way to increasing your impressions, your clicks, and most importantly, your conversions. Video is undoubtedly one of the most cost-effective ways of increasing brand awareness and boosting sales there is.


Bobbin Productions has created a huge range of video marketing content for some of the world’s best known brands including Chanel, Louis Vuitton, HBO, NHS and Penguin Random House, making 100s of hours of great video content. On brand, on time, and on budget.


Your brand is important, and every piece of media associated with it deserves to be made by experts and to the highest quality, to deliver results.


If you don’t know where to start, or you’re looking to take your video production into the realm of the elites, send us an enquiry through this link. Your brand deserves video that works.