Video has quickly become one of the fastest ways to gain and keep attention. That’s why the average consumer with an Internet connection watches roughly 206 videos per month, according to New Relevant Video, and why YouTube, Vimeo, Instagram, and Snapchat boomed with popularity.
The brain processes videos 60,000 times faster than it does text and when you learn something via video your retention after 72 hours is remarkably higher. Just think about what would happen if you watched one minute of video on a topic. Would you be as likely to remember the content than if you spent one minute reading the same material?
It’s even estimated that one minute of video is worth approximately 1.8 million words according to Forrester Research’s Dr. James McQuivey. The difference seems drastic right? Video is a more efficient use of time, especially for an audience with a short attention span–everyone these days!
Videos are just a better bang for your buck. Period.
If you’re you’re thinking about developing a video for your next:
- eLearning module
- Product launch
- Trade show booth
- Service offering
- Compliance training
- Employee orientation
- Super Bowl ad
Here are five of the best options for you to consider:
1. Motion Graphics
Motion graphic videos are one way to add visual interest to animated or digital content through movement and audio. This type of video is a great way to tell a story or to make the complex easy to understand. Skilled motion graphics teams use well-crafted transitions to draw connections to ideas that would otherwise remain unrelated. More times than not, these videos have great engagement, even if the topic is dry.
For example, Great Expressions produced a unique, simple, and engaging custom motion graphics video to demonstrate and demystify its complex compensation plan to new and prospective doctors. The motion graphics video establishes a strong brand voice and helps Great Expressions cut through the competitive clutter, and all of the components of the video–creative approach, script, design, and motion graphics–were original and custom.
2. 3D Animation
3D animations ability to look so realistic is one of its strengths for training and marketing purposes. 3D animation videos serve a very specific purposeful. They are usually rather expensive but have a terrific ROI, as they can be reused for tons of other purposes–on your website, as a standalone selling piece, for additional training, and more.
AngioDynamics designed two product videos aimed at increasing customer knowledge surrounding the features, benefits, and operation of both the Solero and NanoKnife products. The videos were aimed at assisting AngioDynamics’ sales and marketing team members to effectively convey the value of their products features and benefits to potential customers.
3. Live Action
Live action is just like it sounds. It’s the real deal–live footage of real people. This type of video is great for telling an emotional story because it is as close to the real thing as possible. It is also, however, tough to create this type of video because it can be cheesy and lose the message if it’s not executed well.
Stryker put together a promotional video of the emotional journey through the patient care continuum and the role Stryker’s surfaces play in each step of recovery. This piece showcases the human element of Stryker, a promise and heart for healthcare professionals and patients. It’s a great example of exceeding the client’s expectations by strategizing, turning a simple assembly video concept into something emotional and memorable; this piece became the highlight of Stryker’s national sales meeting.
4. Talking Head
Much like live-action video, talking head is rather self-explanatory. It’s a video where a speaker’s head and shoulders are shown on screen while giving information and opinions. This works well when there is a person that is the expert or the “celebrity” on a topic because the audience trusts their opinion and the information is received well right from the beginning.
Complex Care partnered with subject matter experts to create talking-head videos to revamp the way super-utilizers are treated in the hospital system, through role-based training for doctors, physician assistants, nurses, and social workers.
Many of the most effective videos that we make for our partners are a combination of the four video types mentioned above. Depending on the content, one form of video might be better equipped to communicate the information than the other, and mixing them gets the best engagement possible for the audience.
It’s important to remember that you shouldn’t just pick a video type and start developing. Everything you do should be focused on your goals and your audience. Once you have identified that, work backwards to find out if video is the right solution, and if so, what kind of video will best support your end goals.
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