The “About Us” is the second most visited webpage after the homepage. That means it’s also one of the most crucial areas to make an impression and begin a relationship with your prospective client. An “About Us” video instantly makes you stand out above the rest, even before the consumer pushes play. A video “About Us” is a vigorous way for marketers to incorporate online video into their content marketing strategy.
Why You Need An “About Us” Video
When you’re up against thousands of other companies competing for the same customer, you need new ways to differentiate your brand. Oftentimes, “About” pages feel generic and uniform, with scripted language and nonspecific buzzwords.
But an “About Us” video gives an instant boost above the standard. This is especially crucial in today’s market, where storytelling and lifestyle branding hold more weight than even the product or service itself.
Today’s consumers, especially Millennials, thoroughly research a brand before deciding to make a purchase. They want to ensure that the companies with which they associate directly reflect their own personal values. The “About Us” video is the best way to reveal your company’s mission, vision, and philosophy in an authentic way. It shows, rather than tells, your brand culture and personality.
The “About Us” video also gives you credibility in the eyes of your consumer. If you have a quality, professional video, your prospect will see you as a quality and professional company.
Today’s consumer is bombarded with constant marketing in every which direction. An “About Us” video is a subtle marketing technique that doesn’t feel like marketing. It builds the groundwork for a strong relationship from the first impression.
They don’t see you as a faceless company looking to take your money. You are a brand—with people and values—with which they can associate for the long-term.
The “About Us” video is also a strong recruitment technique. Prospective applicants will research your company before applying to the job, and an “About Us” video can give them a feel for your company and culture. It functions for recruitment in the same way that it does for marketing: by differentiating your company through values and relationship-building.
The Making Of The “About Us” Video
The “About Us” video isn’t about your products or services. Rather, it taps into the emotion of your viewer to connect with them and gain their trust. In this way, you should always consider this “About Us” video from the viewpoint of your audience.
So what should your “About Us” video include? Below are the two questions you should contemplate before starting the storyboard for “About Us” video.
You don’t want to list everything you do or give a lackluster rundown of your offerings. The goal of your video should be clear. Your unique differentiator should be front and center in your video. Do you want to prove your skills in a particular industry? Do you want to demonstrate your unparalleled eco-friendliness? Do you want to discuss the historical mission behind the company?
You should assign an emotion to the goal you want to achieve. For example, if you are going to be discussing your eco-friendly practices, you may want to evoke inspiration or concern for the planet. Emotion is how you draw in your viewer. The best ways to evoke this emotion in video are storytelling and music choice
This emotion will also dictate your brand tone and the overall “feel” of your video. Will it be fun and humorous? Emotional and evocative? Professional and visual-oriented? We recommend relating the tone of the video to your overall brand culture
You know now what you want to get out of the video and the tone you will employ to achieve that goal. Now, you need to get into the nitty gritty of it. Here are the 5 key points every “About Us” should address. We’ll use our very own True Film Production as an example.
The first part of your “About Us” video should say what you do in one statement.
“We are a marketing and film production company creating an array of video content ranging from corporate productions to animation.”
Actively address what sets you apart from the completion. This can also be a great place to include your mission and philosophy.
“Most video production companies know how to create videos, but not how to use those videos in your content strategy. At True Film Production, we are marketers at heart, who also happen to know how to make a superhero-worthy video.”
How do you solve your customer’s pain point?
“We educate our customers about the digital marketing world, so they feel comfortable trusting us to produce their first video… and every video after that.”
What are the three key points you want to highlight in the video? This is where the storytelling aspect shines the brightest. This is how you connect with your audience and push forward towards your “About Us” video goals. Use each key as a “tagline” or “slogan” that will be easy for prospective clients and applicants to remember.
For example, True Film Production might want to make the point that we are creatives, visual storytellers, and brand builders. For creativity, we might flash a scene of our team collaborating in the room where we come up with all of our brilliant ideas. For visual storytellers, we might show a shoot for one of our videos. For brand builders, we might create a montage of our favorite video creations or a variety of client testimonials.
”Remember that your “About Us” video is a subtle marketing tool. In this way, you should still give them some sort of direction afterwards. Maybe you direct them to another part of your website to learn more or embed a link to request a quote. This will gently encourage your customers to take the next steps to working with you.”
“Learn more about us.
Bonus “About Us” Video Tips:
Keep it short and sweet, no more than 2-3 minutes.
Make it professional.
Incorporate your culture, but not your “inside jokes”.
Use your “About Us” video everywhere. On your About page, social
media, and even when people sign up for your email newsletter.
Supplement the “About Us” video with written content that reiterates the
slogans and key points from your video.
The Bottom Line
A quality “About Us” video will differentiate you from your competition, reveal your company’s values, and build a strong foundation for an ongoing relationship. The “About Us” tells people how to relate to your brand through emotive storytelling and brand personality.
If you don’t already have an “About Us” video, it’s time to make one and boost your growth and success. Request a quote with True Film Production right now to start your storyboard.
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