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A clapperboard is a device used in filmmaking and video production to assist in synchronizing of picture and sound, and to designate and mark the various scenes and takes as they are filmed and audio-recorded.
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Video plays a powerful role in marketing and, when done correctly, it can reach your target audience and turn leads into loyal customers. The importance of video can be captured in this simple yet powerful quote:

“Humans are incredibly visual and powerful, moving images help us find meaning… and video helps capture and contextualize the world around us.” – Dan Patterson, What Makes an Online Video Worth Sharing?

Video can more effectively inform and entertain your viewer than text, and it is a great resource for your website! Let’s dive into the six routes you can take as you approach video marketing:

Social Video

According to one statistic from MarTech Advisor, “social media videos generate up to 1200% more shares than texts and images combined.” Utilizing this online space to post and share videos can dramatically increase your social following and effectively reach your target audience.

After creating a marketing strategy with the purpose and direction for your social videos, our videographer will create point-and-shoot videos that are designed to be pushed and primarily used on social platforms. (Not sure what social platform your company should focus on? Read this insightful blog.) Social videos can cover any topic, such as:

  • Behind the scenes
  • Project highlight
  • Promotion
  • Testimonial

These videos tend to have a shorter shelf life since its focus is social followers. However, these videos can dramatically increase your social followers. By producing at least one new video each month, your social followers will discover more information about your company in entertaining way.

Here is a great example of a social video: Pumpkin Patch at Dickey Farms.

Service Overview Video

Service overview videos inform the viewer on a particular service your company offers. The point of this video is to go in depth into one service. It can cover information concerning how you perform the service, how you’re unique from the competition, and why your customer needs this service performed.  These videos have a plethora of uses, such as:

  • Used as a sales tool
  • Placed on your website service page
  • Sent as a follow-up after proposal
  • Published on social media

All companies have multiple services and highlighting one service at a time is a fantastic way to inform your potential customers the excellence of your services.

Check out this informative service overview video: Stimulation Lab Spotlight at Navicent Health.

Company Overview Video

Here’s a hard truth – every company has competition. There are multiple companies that offer the same services and products. So, it’s imperative that your company stands out from the competition to successfully win over new customers and keep loyal customers calling you again and again.

One way you can reach your target audience is by creating company overview videos that tell your customers what makes your company unique and what your company is all about. Company overview videos are recorded at your business headquarters, show real employees on-site, and the main speaker is often part of the management team. These videos can be pushed on social platforms and placed on the home page of your website.

Don’t miss this inspiring company overview video: Beverly Knight Olson Children’s Hospital at Navicent Health.

Explainer Video

Explainer videos use animation to get the point across. They are used to take one big idea and explain it in a very simplistic way. For example, you can explain how your company functions or how a product works in an easy-to-understand format. Explainer videos are often placed on a landing page, home page, or prominent product page.

Here is a great example of an explainer video: A Day in the Digital Life.

Testimonial Video

Reviews and testimonials can sway a potential customer in either direction. There are two main types of testimonial videos – documentary style and testimonial style. They both focus on the customer or patient giving the review but do so in different ways. Take a look at the details:

Documentary style videos are focused on the individual and their story before ever introducing your company and how you helped them. It is more of a story format that has a beginning (the problem is identified), middle (the customer searched for solution), and end (your company provided the solution).

Watch this short documentary style video: The Snow Family Story, Navicent Health Foundation.

Testimonial style videos do not have as much of a story format like documentary style videos. They are straight to the point, yet very effective. Testimonial style videos focus on the speaker from different angles as she states the problem and solution, and she says a “thank you” to your company.

Check out this awesome testimonial video: Lauren’s Testimonial, Langford Allergy.

Commercial Video

Commercial videos are hyper-focused on one initiative and are normally tied to a campaign. There is a tag line, heavy script development, a strategy concerning how it will be used, and the finished product is always high-end. These videos are normally placed on the home page or about us page of your website, as first-time visitors will investigate these pages first.

Watch this intriguing commercial video: Why Choose Wesleyan College.

Partner with M&R Marketing

M&R is passionate about all things marketing, and we’ve taken our photo and video services to the next level. We want to help your company successfully reach your target audience through a photo and video campaign. Are you interested in partnering with us? Shoot us an email at!

“Stop thinking of ‘video marketing’ as this separate entity that is optional for your business.  Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.” – James Wedmore, The 7 Video Marketing Success Principles Everyone Should Know

Check Out Our Photo & Video Series

This is the last blog in our four-part series about photography and video marketing. If you haven’t read parts one, two, or three, make sure to check them out: