At CCM, we believe video has the power to humanize your brand, educate your customers, promote your products, and so much more. It’s not just about having one good explainer video on your homepage. Video, like any marketing effort, is an ongoing strategy.
What challenge is your business facing? We can help you solve it with video. Below are some of the most popular types of video projects we create.
Customer Story Videos
What are customer testimonial videos and why use them?
Customer testimonial videos (a.k.a. customer story videos or case study videos) are a way to let your customers do the talking for you. Putting your most successful, happy, or unique customers on screen is a powerful way to attach a real-life narrative to your product or service. Customer stories typically feature one or more customers talking testimonial-style about how your company has made a positive impact on their life or business.
The most valuable part of a customer story video is the getting your customers to vocalize the problem they were faced with and how your company provided a solution. Along with interview footage, this type of video is typically packed with lifestyle shots (known in the biz as b-roll) of your customer using your product or service in their own environment.
When and how should I use customer testimonial videos?
Customer testimonials can pack a visual punch just below the fold on your homepage, or on a dedicated customer page. After your prospective customers have spent some time learning about what you do, serving up this kind of content can help ease any lingering concerns and reassure them with some third-party social proof before they make a buying decision.
What are some characteristics of a great customer story video?
- Authentic, with personal details
- Natural responses (No scripts!)
- Not overly promotional (It’s about your customer!)
- Clear problem/solution narrative
- Customers with confidence
How does CCM create a concept for customer testimonial videos?
CCM looks to you to identify customers who are loyal and satisfied, and who would also be good on camera. That might seem like a tall order, but we’ll guide you in figuring out who to look for in your customer connections. Once we’ve selected the right interview candidates, we’ll spend some time getting to know them and their experience in a pre-interview.
If you’re worried about putting your most prized customers on the spot, don’t be. The pressure is on us, not your customers. It’s our job to research their story, make them feel comfortable, and guide the conversation in the right direction in order to capture meaningful responses.
Company Testimonial Videos
What are company testimonial videos and why use them?
A company testimonial (or company story) video (a.k.a about us video or mission video) tells the story of your company, mission, and values. They can be a great tool for connecting with customers, sharing your passion, and humanizing your brand. Company story videos often feature team members talking testimonial-style about what they do and why they do it.
One of the most common reasons companies decide to create a company story video is to show off the personalities that make up their team along with the mission and values behind them. Though testimonial videos often get a bad wrap for just being “talking heads,” they can help visitors learn about who’s working behind the scenes to make things possible. Again, it’s all about making a human connection with your customer.
When and how should I use company stories?
Company stories are great pieces of content to include on the “About Us” or “Our Team” section of your website. It’s ideal to have buyers view these videos prior to making a purchasing decision, as customer story videos can help differentiate your brand and give potential customers the extra nudge they need to close the deal.
What are some characteristics of a great company story video?
- Conversational and approachable
- Authentic with a personal touch
- Multiple voices
- True to your brand
How does CCM create a concept for a company story video?
The CCM team focuses on getting to better know your team, office culture, and brand perception. In order to create an engaging concept for a company story video, it’s important we present your people in a way that aligns with your brand values, yet still find a way to delight viewers in an unexpected way.
From there, we also identify the right mix of team members to be featured throughout the video. This likely means we’re hearing from more people than just the leadership team, and from other departments than just sales and marketing. By selecting a diverse group of employees, the audience gets a better range of personalities to connect with.
What are explainer videos and why use them?
An explainer video (also known as a homepage video, overview video or conversion video) is designed to explain your company, product, service or subject in a way that your audience can understand in two minutes or less. Most explainer videos cover four key points: the problem, the solution, the features and benefits, and how the solution works.
The key to a solid explainer video is keeping it short and engaging, while still conveying the right information. No matter what you’re explaining, an explainer video should leave your viewers with a clear understanding of what you do and a desire to take the next step.
When and how should I use an explainer video?
Explainer videos are typically used towards the top of the funnel (consideration phase). They’re most useful when a potential customer is aware of their problem/need and starting to look at potential solutions. Places to put your explainer video: homepages, product or service pages, newsletters, trade shows, and sales meetings.
What are some characteristics of a great explainer video?
- Two minutes or less
- Clear and concise
- Conversational tone
- A focus on benefits not features
- Specific call-to-action
How does CCM create a concept for an explainer video?
It all starts with discovery – understanding the company, product, service or subject we’re trying to explain. Once we have a good handle on things, we meet as a team (that’s right, the whole team), to brainstorm creative ways to present and explain the content. This involves throwing out plenty of ideas, good and bad, before landing on a couple to refine and ultimately pitch. Sometimes we’ll use a framework, like a metaphor or use case, to explain what you do. In other cases, it will be a unique visual approach that drives the message home.
A good explainer video concept needs to balance creative and strategy. The creative is required to engage the viewer and give them a reason to care about watching your video. The strategy is required to ensure you deliver a message that resonates with your viewers and motivates them to take the desired action.