It's the third week of the year.

We've all got over our back-to-work brain fog, and things are starting to ramp up quickly - at least, that's what's happening inside our agency this month.

To add to the increasing pressure, we all know that social media is only becoming more competitive - meaning more videos, more ads, and your competitors taking more of the attention.

That's why this week's newsletter is about the six must-have videos you need to create over 2023 to get ahead and stand out online!

Before we dive in.

We've signed our biggest-ever client and we're planning a three-week European production across five countries, we're about to launch a slick Netflix-inspired new company website, we're releasing our new video essentials package, and much, much more. Check out a quick video we made showing the day-to-day madness of our video agency:

If you're looking to create videos this year that make you stand out online, send over a quick message to [email protected] and we'd love to help 📩

Right, let's dive in!

What are 'essential' videos?

These are a set of the most important videos you should have in your video arsenal and are constantly working on evolving.

Each video sits on, and in between, each key stage of your marketing funnel. Slowly leading your audience through the journey of knowing who you are, building trust, establishing credibility, all the way to finally converting! These stages are:

• #1: Awareness & Visibility

• #2: Nurture & Inform

• #3: Trust & Confidence

• #4: Convert

At least, that's how we've strategically planned every video for ourselves, and the hundreds of brands we've worked with. But your strategy may look a little different.

If you want to learn how you can personally plan, film, edit, post, and measure the success of these essential videos, check out our new digital course, Converted. Use code 'GLITCHED20' for 20% off, just because you're subscribed to the newsletter!

What do the essential videos consist of?

We love this question because it's not subjective - it's factual. (Trust us, we've tried and tested variations of these videos over the last 4 years and nothing works as seamlessly as what we're about to tell you). These are:

• Brand & 'Hero' Videos

• Company Adverts

• Social Media Videos

• Product & Service Explainer Videos

• Customer Testimonial Videos

• FAQs & Website Videos

Here's a visual look at how this video structure works:

So, let's break them down into actionable steps that you can take to get your video strategy up and running by the end of this quarter.

Brand & Hero Videos

Brand or 'hero' videos are pieces of emotive, story-focused marketing material that you'll film and edit once or twice per year. Now, that's not many videos, but consider how long these will take to plan and produce...probably weeks, if not months!

• Length: 1:00 (or less)

• Purpose: Brand Awareness.

• Measured: Reach, Impressions and Views (Yes, that's really it). 

• Posted: Everywhere possible!

A brand that creates brilliant hero videos is Nike. Of course, they're on the list. Check out their video for the Women's Euros 2022:

Company Adverts

Company Adverts are what they say on the tin. An advert that you create specifically to run via your paid advertising, consistently. This content helps to have an 'always on' form of marketing that shows how great you are at what you do. Again, create these videos once or twice per year as they can take a significant amount of time to strategically position and target correctly.

• Length: 0:30-1:30 seconds.

• Purpose: Brand Awareness & Educate.

• Measured: Reach & Website Traffic.

• Posted: Where most of your audience are.

Top of our list for this style of video is a company called Monday.com. Absolutely genius, and incredibly slick ad:

Social Media Videos

Social media videos are essential for several reasons. In our opinion, the biggest is regular awareness of you, your products, and your services. But also, for consistently engaging and being active within the community around you. Post these a few times per week to generate regular engagement and build a great community!

• Length: 0:30-5:00.

• Purpose: Engagement and Interaction.

• Measured: Engagement Rate, Reach, Community Growth.

• Posted: Where your audience hang out. 

Of course, the top of my list is this incredible video production agency called V21. They make some top-notch videos, but I’m not biased - I promise. Take a look at this video:

Product & Service Explainer Videos

P&S Explainers are exactly that, the opportunity to go into detail about how your products or services work, and the value that they give the end buyer. We'd recommend working on these for some time, to make them slick and evergreen!

• Length: 1:30-3:00.

• Purpose: Education.

• Measured: Reach & Engagement.

• Posted: Website & Social Media

A brand we recently filmed a Product & Service Explainer for is a brand called Starrett. The UK's leading construction tool manufacturer. Check this example out:

Customer Testimonials

The classic, corporate style of video that has a white-collar stereotype. However, these are so important for building trust with your consumers. They don't have to be stuffy and cold, and can be produced in extremely creative ways - you just need to have the creative expertise to make them really pop.

• Length: 1:30-3:00.

• Purpose: Increase Trust & Educate.

• Measured: Reach, Engagement, Conversions.

• Posted: Website & Social Media

Dove is very good at its testimonial videos and has been for quite some time. Really heading into the heart of their customers, and how their products empower them in their daily lives. Take a look at this video:

FAQ & Website Videos

The key piece of the puzzle when it comes to the bottom of your content funnel. You've gone through the trouble of getting eyes on your brand, educating and building trust with your audience, but without solving the pains and concerns of your customers, they won't commit to either getting in touch or making a purchase. These videos will instantly increase your conversions - trust us, they're incredible.

• Length: 0:30-1:30.

• Purpose: Increase Trust & Problem Solve.

• Measured: Reach, Engagement, Conversions.

• Posted: Website.

Again, we're not biased here (we're 100% biased), but we've produced some brilliant FAQ videos on our new website. Take a look at this video talking about how long it can take to complete a project:

That's everything...

Not much work to do at all. It's only six incredibly important, essential categories of videos that you need to have in order to get new eyes on your brand and turn them into loyal customers and active buyers of your products and services.

Our advice? Start slow.

If you've never created a video before, don't create the biggest company advert you can. Instead, make a small social media video, or two, and see how you get on.

Video Production is complicated. There's a lot more to it than just pressing record and uploading a video that goes viral. So, if you need support, you know where to find us!📩

Don't Forget About ⤵

Our digital video training course, Converted, has had an overwhelming response. You can get your hands on it right here! Just remember to use discount code 'GLITCHED20' for 20% for being a subscriber to our newsletter.

Check out our latest project with Adios Plastic. An up-and-coming pet essentials brand that's dominating social media right now!⤵

Lastly, say hello to the new squad at V21. Please welcome George, Anna, and Oliver. Our new producer, editor, and videographer!⤵