Different kinds of videos meet different objectives. Our framework impact – involve – inform helps us design a content strategy that works harder for the brand.
Impact videos are designed to reach as many people as possible and generate fame. This is the best tool to drive mass awareness, get more distribution for your product or attract people to your website or social platform during the campaign.
Inform videos contain information about your category and work best when answering topics people are currently searching for. This is the best tool to drive frequency and penetration amongst your core target.
Involve videos are designed to get people coming back to the brand on a regular basis. They usually take the form of a series of videos that have a common theme. This is the best tool for brands that are looking for a strong video strategy and it is a particularly good frequency booster.