The most important video asset you can create is a video right on your company’s homepage that communicates your "raison d'etre," or the most important reason or purpose for your brand's existence. This inspirational, high-level view of your mission, vision and values should help viewers more clearly understand, frame and give a name to their problem, and determine if your brand is a possible solution. Consider it your blue-chip asset. It can be live-action, animated or a mix of both.
Use on your: website's homepage, YouTube, social media, sales emails, newsletter and paid ads campaigns
Most effective for: 2-5 year lifespan. Revisit upon major pivots/develpoments and brand redesigns
A Mini-doc is short-form (5-15 minutes) documentary that highlights one of your company’s core values or mission statements by telling a focused, real-life story related to that mission. Mini-docs follow the format of a feature length documentary, but tell a simpler story in a more compact, web-friendly timespan. They are often emotional in tone and follow real people, events and places. Mini-docs can deliver your brand stories and help you launch past brand awareness right to the most enduring and valuable level of brand/consumer relationship: brand affinity.
Use on your: website, YouTube, social media, newsletter, blogposts, and paid ads campaigns
Most effective for: 1-2 years and permanently on your YouTube/website
Big events offer big opportunities, whether you're appearing at an industry trade show or celebrating your company's 25th anniversary. Whatever the occasion, events and milestones provide an excellent reason to highlight the important role your brand plays in the market and in your customers and provide exposure, visibility, and networking opportunities. Highlighting your event can serve an important role in many personal and professional avenues. Whether it’s an important social gathering or a major business function, as long as it’s important to you, it will require the high-quality video production to both promote and preserve it.
Use on your: website's Events/About page, social media, newsletter and blogpost
Most effective for: 1-2 months and permanently on your YouTube