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3 Types of Videos Your Brand Needs

3 videos types

1. The Explainer Video

Ah, the explainer video.

The most obvious but the most important.

This is the video that explains what your business is all about…. in 2.5 minutes or less.

It’s perfect for your homepage, as an anchor on your social channels but also for cold emails to prospective customers, investors, journalists, and employees.

Including video in your email marketing campaigns and subject lines can increase open rates by 19% and click-through rates by 200-300%.

Anywhere you put it, your audience is way more likely to watch a quick video than reading paragraphs of text, so tell them what they need to know about your organization with The Explainer Video.


Explainer Video Example:

Using unscripted amateur footage of their founder explaining her brand’s story, Victornee’s founder used EditMate to craft an authentic brand story. Our Editor added in product and website b-roll to cut a video that compelled viewers to contribute to their kickstarter campaign or sign up for the pre-sale.

How to make an explainer video:

– Use your phone to shoot a video explaining why your business exists and who it serves

– Include b-roll of your products or service

– Provide text of short testimonials from happy customers

– End with a call to action that invites your audience to learn more




2. The Personal Video

Now you don’t need to bare your heart and soul but a Personal Video can be powerful.


Because it lets your audience understand your business through its most interesting asset: its people.

The Personal Video gives a glimpse of the real people behind the brand.

Whether it’s a video of the Founder explaining their “Why”, a behind-the-scenes look that shows off your talented employees, or an upbeat culture video that shares why it’s great to work at your company… it allows your real community to act as an advocate for your brand.

The Personal Video doesn’t aim to sell anything.

It aims to build a genuine, human connection with your brand.


Personal Video Example:

Adobe and The Campus Agency used EditMate to collect video clips from Adobe’s student ambassadors during their trip to San Francisco where they got to explore the city and visit Adobe’s head office. We then cut the raw mobile footage into a short, upbeat video that showed off how Adobe creates amazing experiences and opportunities for their student ambassadors.

How to make a personal video:

Shoot a video that provides a sneak peek of an interesting project your team is working on.

Include b-roll of your location, what you’re doing, and show off the personalities of the people on your team with raw, candid footage.




3. The Educational Video

With The Educational Video, you’ll be teaching your customers or your internal team something. It can be a detailed tutorial video, a quick tip, or even a clever life hack.

Whatever it is, this informative video will help build trust between you and your audience.

You’re providing them with something useful and positioning your brand as a resource that they can keep coming back to.

Not only is this type of video great for continuing to build a relationship with your current audience but it’s also effective for bringing new people into your brand’s orbit.

Did you know that YouTube is now 2nd largest search engine? New people can get acquainted with your brand when your video is answering a question they’re researching.

Simply choose a topic related to your business, pick a subject people are curious about within that and then create a video that provides help and answers.




Educational Video Example:

In the spirit of October’s Mental Health Month, nib wanted to share how their employees located across multiple countries take the time to care for their own mental health. Using EditMate, each employee uploaded a mobile video sharing how they make sure to take care of themselves.  This video was effective for not only providing their employees with mental health tips, but also because it showcased how nib emphasizes and values their employees’ work/life balance.


How to make an educational video:

Here are 2 different ways:

A. Shoot a video that answers a question directly related to your business. Something like, how to use a new feature in your product or 2 things your customers can do/create using your product/service.

B. Shoot a video that answers a question that your target market is probably wondering about. For example, if your target market is women ages 25-32 living in a major city, what do you think they’re searching for on YouTube?  If your brand is related to business or finance, you can teach them how to ask for a raise. If your brand is related to travel (or clothing) you can teach them how to pack for a week-long trip with only a carry-on.



Your brand needs these 3 types of videos to engage, entertain and educate your audience.

You can share these videos on YouTube, on your blog, and cut teaser versions to post on your social channels to drive even more traffic to your website.

Creating a connection with your audience will position your brand as a friendly, accessible resource.

Keep creating video content like this and your brand will become a trusted advisor. 🙂

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