Different types of videos, just like different tools, are best used for certain circumstances. And while there can be many videos that fit your purpose, it’s important to understand the tools in the shed before you start using them.
Here are the top 5 types of videos for agricultural businesses, and when they work best:
1. Brand Story
100 years of CLAAS
Also known as a corporate profile, this is all about getting people to connect with your business’s purpose and personality.
This helps build trust, loyalty and helps differentiate you from your competitors. Studies show that 71% of consumers prefer buying from brands that align with their values. So it’s important to have your messaging focus on your brand story - what you stand for, not just what you do. Your brand story is critical for reaching an audience when they are in the first awareness stage of their buyer journey, because this is when they know they need something but don’t exactly know who or what they’re looking for.
However, brand videos can also be a powerful long-term asset. They’re critical when your audience is closer to the decision-making stage of purchasing your product or service, and for reinforcing to your existing clients why they continue to give your brand loyalty.
While these videos are all about your product or service, it’s important to keep your messaging focused on how it will help your audience – what’s in it for them? A series of promotional videos can also help answer different questions your audience might have about specific benefits or different uses.
A powerful strategic combination is to include promotional content alongside case studies so that the real-world, authentic success of your goods or services can be seen & easily related to.
3. Case Study
Think of a case study as the video equivalent of “word of mouth”, where an existing customer shares honestly how working with your company or product has helped them. Your audience needs to see hear that your product and services actually work, through relatable people (your interviewee) and their experiences.
As audiences are made up of different people with different needs, using multiple case studies with various people and situations will show that your product is trusted and versatile. This is where having identified audience personas comes in handy (check out our marketing strategy blog for more info),
The key to effective messaging here is to address the challenges your customer overcame and the benefit to them, including opportunities that wouldn’t have been possible without your product or service.
MLA Genetics Trailer
Keen to see more? You can watch the full case study here.
As the name suggests, this is your opportunity to explain how your product achieves what it promises. But be careful to make sure that this info establishes the benefits for your audience. While you’ll have a long list of features and their benefits, your audience can only take in so much information.
The reality is that you might love a certain feature of your product or service, but for your audience, it may not factor into their decision-making – so be critical when choosing what content to include.
As these videos are dense with information, animation is worth considering. It helps the audience break down information into bite-sized pieces to be quickly and easily understood, and helps them visualize complex ideas and how they all come together.
ESA Explainer (animation)
In your video strategy, it’s important not to neglect your staff and stakeholders who need product and business knowledge to champion what you do and provide after-sales support. Not to mention keeping everyone safe & compliant at work, so that you can stay open for business.
Training videos aren’t just for staff, they can also be a value-add for your existing and loyal customers. By helping them solve problems, which don’t always need to be directly linked to your product or services, you create happy customers who see you as a trusted advisor. This style of video can also be used for Research Development and Extension communications where you can showcase practical applications to levy payers and members.
GRDC monitoring for pests
If you’re ready to start creating great video content or want to talk to an expert about strategic communications options, get in touch with us.