Choosing the best video format to make the biggest impact: tips and tricks

Digital marketing trends ebb and flow with developments of different technologies (read: artificial intelligence). However, there is one format that remains strong aside from the tried-and-true blog post: video marketing. Short-form, livestreaming and interactive videos are becoming more if not the most important pieces of content to have in your marketing arsenal.

“It’s the right tool for the right job…if you are presented with a nail, use a hammer; if you’re performing surgery, use a scalpel,” said Dan Reilly, Ingram Micro’s head of video production. “It’s just different ways to communicate information and tell a story.”

Not only does video marketing increase brand awareness, but it also improves search engine optimization and is shown to increase sales, according to 87% of marketers. In the dynamic world of video production, knowing the different formats and when to use them is key.

Discover our top three below:

1. Short-form: With shrinking attention spans, short-form videos are key to capturing your audience quickly. Reilly mentions that short-form videos should be 60 seconds or less and you should get to the message’s point quickly. The 30-second video format, which has the highest return on investment, can consist of YouTube Shorts, social media videos, product teasers, short explainers, advertisements, Instagram Reels and much more. “Short-form videos are preferred for fully engaging audiences. People are busy and short on time, so attention spans are short as well. You want to get their attention and not lose it,” said Reilly.
   

2. Long-form: To convey a more elaborate narrative, a long-form video dives into the details of your topic. Telling a story is key because your video must capture your audience’s attention much longer than the average attention span of eight seconds or less. Long-form video formats can consist of explainers, case studies, product reviews or demos, mini-documentaries, interviews and much more.
   

3. Animation/Motion graphics: A great way to keep content engaging and fresh, animation and motion graphics is an opportunity to replace lengthy paragraphs with colorful and engaging changes in video format.
   

In addition to video types, production quality plays a pivotal role in the success of a video and several aspects may impact this, not least of which is audio. Reilly emphasizes audio quality being one of the most important aspects of video creation most importantly during video creation.

“It’s the quality [and timeliness] of the message and formats [like vertical for social media] is becoming less relevant…but the recorded audio is key--without good audio, you’re done,” said Reilly.

Reilly shares the following tips before creating a video:

• Have a well-thought-out plan: Before any video production, it is important to ensure everyone involved in the project is aligned on the objectives, and the key messaging, and is prepared with a basic knowledge of the processes involved with each project.

• Consider recording basics: For any kind of recording, use good lighting, and check your sound. For full location or stage shoots the same rules apply, but also consider the addition of quality camera lenses and audio mics. Backups of all key items like memory cards and drives help prevent potential hiccups and ensure a smooth production. “Regarding camera gear, the old axiom is to rent the camera and buy the glass. Cameras are considered out of date within a year, but good quality lenses never expire,” said Reilly.

• Remember the goal: Videos are not only about views, but they are, most importantly, meant to create insight and inspire action. Think about what you want your viewer to do after watching your piece. Reilly says click-throughs and other measurable outcomes for partners are the signs of success. "Did the video do its job? If not figure out why and keep adapting," said Reilly.
  

All the world’s a stage, so discover how Ingram Micro can help shine a spotlight on your company with marketing services available through Ingram Micro Xvantage™.

Break a leg

Jackie Connor is a writer with more than 15 years of experience contributing to news publications and marketing teams. Since joining Ingram Micro in 2022, she covers technology services, financial solutions, ESG and DEI.

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