5 Types of Video for Innovative Organizations
Any visual storytelling project begins with a few essential questions. Who is the target
audience? What key messages need to be delivered? What is the call to action? As a video project develops, a more specific creative approach takes form. Who are the people being featured? What are the locations? What is the pace and tone? What are the visual elements? Somewhere in the course of the development process, it’s also
important to consider the very basic question of output. Is one video being created or multiple? How do videos fit together, how long are they, and how will they be accessed? As a starting point for thinking about a video strategy, it’s often helpful to consider a simple playbook of video types. Here are 5 video types that any innovative organization should consider in their storytelling strategy.
Organization story: Showcase a signature video that gets to the core of your organization’s identity. Convey, in a visceral way, who we are and what we do.
Testimonial: Hear directly from key voices about their experience with a program, product, or service. Showcase real-world impact by hearing from people in their own words.
How it works: Educate audiences by explaining how something works through multimedia. Demystify a complex process in a compelling way.
Documentary story: Tell an in-depth, authentic story that highlights personalized human experiences. Connect with audiences through deeper engagement, empathy, and understanding.
Commercial spot: Pack a messaging punch in a short time window. Build awareness through concise and deliberate storytelling.
These 5 video types just scratch the surface and the lines between them can blur. An organization story for example, might include testimonial or explainer elements. A“how it works” concept might also anchor the creative approach of a commercial spot. But taking stock of this framework can help clarify a video strategy and raise important questions. Opportunities for production synergies may also arise, as a single film shoot might be designed to capture a wide range of video content for a variety of uses.
Engaging visual stories are one of the most effective ways to cut through the noise and connect with audiences today. But sometimes video projects begin before there’s a clear understanding of what the final output actually looks like. Taking stock of this basic framework should help to streamline the planning process for a video production.