360DigitalInfluence

Ogilvy Public Relations Worldwide
Jun 22

Online Video Styles

Wanted to follow up on a post last week by colleague Ray Rahmati focused on best practices for video content. The following online video styles were developed in conjunction with my fellow colleagues Rohit Bhargava and Emily Goligoski in support of some planning and idea generation we’ve been working on for clients.

There are several video style categories to consider when creating compelling videos for any brand. When developing an online video strategy, in most cases, a good model would be one that embraces a blend different video styles over time that matches your brand — as it helps you reach your audience in new and fresh ways.

Below are several categories, descriptions and an example or two of each style:

  • Teasers: Provide a brief insider or behind the scenes looks at a technology or upcoming announcement or campaign. These are usually shot in an informal style as well as a good amount of first-time footage (i.e. screenshots of performance indicators, sneak-peaks at a new technology, etc.).  (Length: 1-3 mins.)  Example: SGN’s Promo Video for F.A.S.T.
  • Educational: Explore a specific topic in depth and help the viewer better understand the subject. Formats include chalk-talks with one presenter, roundtables with multiple experts discussing a topic or even humorous videos explaining how your tech fits into an trend. (Length: 1 – 3 mins.)  Examples:  EMC Cloudfellas, Intel’s Wireless Power, NetApp Play by Play.
  • Testimonial: Take the viewer on a first or second-hand account of a customer or set of customer experiences with your brand or technology. These can be presented in a variety of formats such as slideshows, roundtables and on-site customer videos to provide an overview of the solution and value delivered to the customer.  (Length: no longer than 5 mins.) Example: iPhone in Enterprise
  • Visionary: Provide a thought leadership perspective from a compelling point of view.  This can be tied to a specific technology or a discussion of a broad industry trend – such as the economy, public policy, international law, storage economics, or a topic that is relevant to your brand.  (Length: 2-4 mins.)  Example: Schwartz Video Blog
  • Episodic: Break a running story into multiple videos that can be viewed sequentially to tell the story over a period of time. Can be used in a promotional way, or to create engagement over a longer duration of time.  (Length per episode: 1-5 mins.)  Example: Intel Mobile Etiquette
  • Newsbreakers: Support a specific announcement, or videos actually aimed at breaking news (i.e. releasing a video of a new technology or approach without a supporting press release). (Length: 1-3 mins for pomo or + 60 mins for taped sessions from a launch event/conference.) Examples: Microsoft bing, Google Wave.
  • Entertainment: Provide a humorous perspective on a subject. Usually termed “viral videos” these take the form of edgy, funny videos covering a variety of relevant topics. (Length: 1-3 mins.) Example: Intel’s 45nm Secret Unveiled
  • Stunt: Provide entertainment and information on a subject and usually leverage competitive FUD. (Length: 1-3 mins) Example: NetApp Battles the Competition, Mr. T Puts the “T” in IT

Needless to say, it is important to evaluate the views, comments and feedback to drive conversation and improve the quality and relevancy of videos moving forward.

Please feel free to weigh in on other video styles or if you have interesting examples of any of the above!  I’m always looking out for new uses and good examples of successful content.

I’ll share more on posting best pactices, tagging, etc. soon.

Ogilvy Public Relations Worldwide