How Does Your Future Video Engage with Your Audience?

Most times I look at a corporate video, I’m not exactly sure where to put it in terms of customer journey. Why? Well, as always the answer is multi-faceted. For one, video is a storytelling tool and has an emotional impact, and both storytelling and emotions are not exact sciences. Also, most videos lack a clear call to action. Sometimes that’s ok and other times it’s a missed opportunity.

I did some video shopping on YouTube and tried matching a few different styles of videos to the outlined customer journey above. It was way harder than I thought. Here my bounty with these 10 videos:

AWARENESS: Whiteboard Animation with music and sound effects. No Call to Action (student film)

AWARENESS: Animated text and shapes with music and sound effects. No Call to Action (missed opportunity):

AWARENESS: Video slide show with music and text. NO CTA!

PEAK INTEREST: Documentary style: talking head to camera with b-roll footage of business. Music, organic voice-over. Soft-sell CTA with website info. (Note: last think you see is the filmmakers info: not what you want!).

ACTIVATE and CONVERT: Documentary style: interview with b-roll footage of business. Music, voice-over from interview. No CTA needed — the VIDEO sells! Very well done, A+! Great example where an emotional business (photographing new-borns) uses an emotional tool — without being too sappy — to sell itself.

CONVERSION: How-to-video with screen-recording, animation, voice-over, and music. Soft-sell CTA.

CONSIDERATION and ACTIVATION: Stock images with an ironic voice-over, and music. Another A+. The piece sells itself. Style, content, voice-over (quality of voice is hysterically over-the top) and CTA all work flawlessly. I’m going to buy stock from these guys!

CONSIDERATION: Several animated figures templates with voice-over and music. I HAD to share this, because they obviously hired a professional English native speaking voice-over talent and then gave him grammatically awkward or plain wrong copy to record. The animation is ok, but showcases why I am not a fan of these videos. It doesn’t move, doesn’t stimulate me visually and if I compare it to the woman who photographs newborns it falls flat on it’s face.

FAN: Animation with music. Very, very cute animation and music. If you already have a fan-base you can activate them without showing food, otherwise it’s a miss-step.

FAN: Narrative fiction to boot. There’s a reason I didn’t find any viable small business (let alone DIY) options. This one does a nice job however and it’s fun:

What combination will your video be? Touch-point to style? Which style do you think works best for which audience touch-point?

For more reading & learning on Video Marketing for Small Business go to:, or give me a shout: info [at] clockwiseproductions [dot] com.