Using Video to Tell a Story: The Three Types of Video

Video is one of the top most-consumed types of content. As we are doing more and more video projects for our clients, we were compelled to look at our standard for video and how we want to present this to our clients. We don’t want to make videos just to make videos, but we want to leverage this visual tool to reach goals, increase leads, and connect with customers.

Video is one of the top most-consumed types of content. Whether it's a tutorial on Youtube, a trending video on Instagram, or your favorite show on Netflix, there is something for everyone.


As we are doing more and more video projects for our clients, we were compelled to look at our standard for video and how we want to present this to our clients. We don’t want to make videos just to make videos, but we want to leverage this visual tool to reach goals, increase leads, and connect with customers. 


Hear from our Media Director and video expert, Daniel Canvas, as he shares the benefits of each type of video! 


Video is a Window, A Powerful Window

When you look at the statistics, it’s no secret that video is a powerhouse in marketing. To illustrate, here are some video trends that could be affecting your business:


While these statistics may change slightly in the next couple of years, it’s apparent that if you haven’t already considered video marketing, now is the time. 


Three Impactful Types of Video

While this is not an exhaustive list, three common types of videos you should consider when marketing your business include evergreen, campaigns, and awareness.


Evergreen Videos

Evergreen videos take a broader point of view on a subject. These types of videos can pitch an overall vision to bring people along and show them who you are in ways that won’t change in the near future. Because of this, evergreen videos can last on your website or social media platforms for several years without needing any changes. The key for this video style is to keep information high-level. Stay away from numbers, dates, or other time-sensitive information that may date your video. Instead, communicate who you are, why you do what you do, and your long-term vision. 


Campaign Videos

The second category is campaign videos. Campaign videos are usually tied to a specific event or promotion, so you may be limited on how long they will be relevant. For example, if your campaign highlights catering packages for the holidays, this may only stay visible on your website for a few months. 


Awareness Videos

Awareness videos are often the shortest of the three, both in production time and video length. We would want to see awareness videos pop up more often on social platforms, such as stories or reels specific to social media platforms. Two common differentiators from an awareness video versus evergreen or campaign videos are their frequency and lifespan. We recommend a high frequency of awareness videos to increase the likelihood of reaching your existing or potential clients, engaging them in your story as you grow and evolve. 


Learn more about our video services here!



Connecting Story to Strategy

You may be asking yourself, “Which of these three videos is right for my business?” The answer is almost always, “All three.”  


In creating videos, we want to connect your story to the strategy built around helping your business grow and succeed. Video is a great tool and something we love to do, but when it’s done in the right way, it can be one of the most powerful aspects of your marketing strategy. 


If you’re interested in a video for your business, we’d love to talk! Contact us here to learn more. 




1 https://blog.hubspot.com/marketing/state-of-video-marketing-new-data

2 https://invideo.io/blog/video-marketing-statistics/


Writer: Daniel Canvas

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