Business Videos: Ditching Long-Form Copy for the 30-Second Script

business video

There’s a lot of video content out there on the web. Not all of it is good, but many businesses are discovering how to take advantage of branding videos and make them effective for their target audience. If you’re thinking about creating a brand video, here are some ideas to get your creative juices flowing.

Consumers Are Consuming Video

According to several studies, consumers are consuming video at an alarming rate. Research firm Software Advice, for example, recently revealed that video was the second most popular type of content used across all channels. A joint study done by MarketingProf and the Content Marketing Institute found that video had the largest increase of any content marketing tactic in 2012 – it shot up 70 percent from 54 percent in 2011.

More findings from Searchmetrics shows that, of all content included in Google’s general search listings, video appeared most frequently. It’s currently being displayed in over 70 percent of search results.

Finally, research from the Web Video Marketing Council and Flimp Media shows that video embedded in email is improving roughly 88 percent of respondents’ email marketing campaigns.

If you’re not using video, you are truly missing the boat.


Once way to connect with users is to start a vlog – a “video blog.” These blogs are focused almost entirely on – you guessed it – video. It’s a popular alternative to text-driven blogs, but it could actually be used to supplement your current blog.

If you choose to self-host the videos, you’ll want something like YouTube converter so that you can convert your videos and optimize them for the web. If you decide to have your videos hosted by a professional third-party video host, then you can just upload them to the hosting provider. The downside to keeping a hosting provider is that you have to pay for the service, and it can get expensive. The downside to hosting the videos yourself is that it can also get expensive, and you have to manage the bandwidth all on your own.

Vine Videos

Vine videos are short 6-second clips that usually demonstrate something interesting or novel about your company, products, or services. They can also highlight your company’s culture. Because these videos are only 6-seconds long, most companies choose to use stop-motion or time-lapse video. But, you can shoot ordinary video if you really want to.

They key with Vine videos is to avoid selling anything. These are not pitch videos. They are either educational or introductory videos.

Event Videos

An event video is a series of clips strung together, showing what’s it’s like working for or with your company. They can also highlight company culture by showing company sponsored events like picnics or day-trips, or conferences.

Again, the purpose of the video is not to sell. It’s to show. Usually, these videos only have a musical track playing in the background, but no (or little) dialog. You don’t want tell anyone anything in these videos – not anything of substance anyway. These are largely emotional videos, and they should cultivate positive feelings about your company.


A “behind-the-scenes” interview is one of the most powerful ways to introduce people to your brand. It’s also a great way to show loyal customers something they probably don’t get to see too often.

You have to realize that consumers today expect companies to be more “human.” If you’re a stiff, stodgy, corporation, you’re not engaged with your customers, you’re not wining over new prospects, and you have no social asset you can leverage for the future.

Interviews break down that corporate image, place a face with the company logo, and helps to soften the often “rough” image that companies have developed over the past 20 years through stoicism.

The Presentation

There’s really nothing like a good presentation. Steve Jobs knew how to do this well, and Jeff Bezos always puts on a good show when unveiling the latest from Amazon. But you can also see excellent examples of effective presentations on TEDTalks. There’s something about having a live audience that builds social proof around whatever you’re doing.

If you can get yourself in front of your employees, or a large audience outside (provided you have a decent camera filming you), then it will make it a lot easier to tell others, sell others, and demonstrate the value of your company.

People tend not to trust the person giving the talk as much as they trust others who believe in that person. And, when you have an audience, there’s a subtle form of social validation that makes it “OK” to trust you. The power of the crowd – use it in your next video and watch your conversions skyrocket.

Always remember to respect IP when using downloaded content.

Maria Barker has an extensive background in business marketing. With a passion for branding and a knack for understanding consumers, she has a modern and innovative approach to all things marketing.

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