Computer Weekly's Guide to Video Production part 2 of 5

Types and Uses of Videos

Online advertising 

With increase of fast, broadband internet connections and video 

streaming technologies, the World Wide Web is now very much 

video-enabled. TV adverts can be shown online at a fraction of the 

cost, and video can be produced specifically for use within web 

pages. The capability for targeted advertising means that the 

internet is a popular medium for advertisers. Using the latest 

technology, online marketing campaigns can be made interactive 

and thus more engaging. For example, some web sites prompt a 

viewer to enter their name, and then include this as text or even part 

of the video and audio.  

Web-based video 

As mentioned about, the World Wide Web is the latest vehicle for 

video. Video sharing web site YouTube is now a household name 

and a repository for home-made and commercial video productions 

alike. Whatever type of video you produce, you should seriously 

consider adding it, or at least excerpts, to YouTube or a similar site, 

as it is free, and a further means for your video to reach viewers. 

While it should be noted that web-based video still lags behind 

broadcast television in terms of quality, video on the web enables 

cross-referencing to your website and so can be a further means to 

effective marketing. 

Viral videos 

Viral marketing is so called because, like an organic or computer 

virus, it reproduces itself. A message that spreads itself can clearly 

be a cost-effective and powerful thing. The concept for viral videos is 

to produce something that is so captivating that people will share it 

amongst themselves – whether by email, posting to a web page or 

social networking site, or sending between mobile phones. Viral 

videos are fascinating because home-made videos with low 

production values often go viral  and this 

amateurishness is often 

emulated by video production companies. 

Because viral videos (and indeed any piece of viral marketing) must 

have some quality which makes people want to share them, they 

can be somewhat hit and miss. As such they are the domain of 

specialised advertising agencies.   

Promotional video 

While the term Promotional Video could really be applied to any of 

the types of video discussed here, traditionally a Promotional Video 

is a one that can be used for multimedia sales presentations, 

conferences, training seminars or in your company‟s reception area. 

They can also be incorporated into CD ROMS and DVDs as an 

introduction to your organisation. Since generic promotional videos 

can be used in a variety of applications, they are particularly cost- 

effective. 

Customer testimonials 

Customer Testimonials are recorded interviews in which customers 

give their thoughts and opinions about a product or on a company's 

service. It can be used for a variety of purposes, from forming part of 

a Promotional Video, as an endorsement on exhibition stands, as 

part of a general sales presentation, or even to as part of an e- 

business card. Customer testimonials are often used in television 

adverts in order to give an apparently honest and unbiased 

viewpoint, however today‟s media-savvy consumers may be a bit 

more cynical regarding such tactics. 

Training videos 

Video can be an ideal medium for training, particularly as once 

made, the teacher or trainer need not be present for a training 

session. Videos are commonly used by businesses for statutory 

training in areas such as health and safety. Producing a training 

video about your core business processes can make it a lot cheaper 

and quicker to instruct new staff. 

Television advertising 

Television pervades most homes to varying degrees and is 

recognised as one of the most powerful mediums. As such, TV 

  

advertising can be incredibly effective. Usually a TV advert will be 

conceived and produced by an advertising agency together with a 

video production company. The price for showing TV adverts 

depends largely on the channel, time of day and the programmes 

before and after the showing, directly related to the size of the 

viewing audience. The cost of producing a TV advert depends on 

the complexity of the video project, as well as the ability and 

reputation of the advertising agency. The most expensive TV 

adverts can be multi-million pound affairs, especially as part of a 

wider campaign. This may seem excessive, but TV adverts can be 

iconic and become renowned and respected in their own right. 

Combine this with intangible „feeling‟ that video can give a viewer 

about a company and the value becomes clear.