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Video Marketing Agency Guide: 7 Styles of B2C Video Production For Brands

In B2C communications, videos are a powerful tool for building connections with customers. Whether you’re looking to educate or entertain your audience, B2C video production can bring your brand alive in a way that few other mediums can. Teaming up with an experienced video marketing agency could be one of the best marketing investments you can make.

But how to know which type of videos to produce? Below, we’ve created an overview of 7 different B2C video styles and what they offer, to give you an idea of the possibilities (that are more or less endless).


Customer Testimonial Videos

This type of B2C video production consists of users sharing their experiences with your product or service. A Customer Testimonial is a valuable marketing tool that provides a very personal perspective on your product. Customer Testimonials prove you’re credible and trustworthy; they help build trust with your audience and establish a positive reputation for your business. A Customer Testimonial video allows you to present your product and offer more authentically than if you’d be touting your own horn.

Recently, we created a suite of videos to promote Adopting Retired Greyhound Racers, which were produced in the testimonial style

Adopt a Retired Racer – Nonprofit – 30


Documentary or Docu-style Video Production

Documentary or Docu-yle videos are becoming increasingly popular with many B2C companies. A documentary-style video is a form of naturalistic video that relies heavily on unscripted footage. 

This form of marketing works by giving the viewer insight and understanding into organizations and their brand culture, which they wouldn’t typically get from standard adverts and ad campaigns. Documentaries follow real people as they go about their lives and jobs – this makes them authentic and engaging for viewers to watch as we see ourselves in the characters’ shoes and get to witness what happens behind the scenes.

We did this for Dollar Bank’s new TV & Social Media videos for their new “DO” campaign. It was important to us to create something authentic that would resonate with the millennial audience, so we pushed for using real individuals that fit with the demographic and are from the regions Dollar Bank is targeting.

Dollar Bank – The Road of Life – Brand Video

Related reading: Documentary and Docu-Style Video for Brands


Walk and Talk Videos

We’ve all seen them. Videos where someone, often the founder of a company, walks through offices, warehouses, and stores talking (or bragging?) about the different aspects of the business. This style of video production was popularized by The Dollar Shave Club, a company that owes its success to this video going viral. Here is another excellent example of this genre, from Helium



Animated Videos

More and more video marketing agencies are turning to animated videos to stand out from the crowd and engage their audience. With animated video, there are no boundaries – if you can imagine it, it can become a video. Animated videos are dynamic, engaging, and perfect for the attention-deficit world we live in. They’re the perfect vehicle for delivering messages through compelling storytelling. The fact that Animated Video’s key strengths – such as animation, storytelling and the creation of emotional experiences – also happen to be at the forefront of consumer entertainment preferences makes them an essential part of any brand’s communications. Opting for a video marketing agency experienced with both animated video production and live-action will keep your options open. 

In this endearing animated short film by Academy Award-winner John Kahrs, a lonely widow in historic South Chicago is inspired to start sharing the ride — and sharing her life, too.


Comedic Videos

B2C marketers are constantly looking for new, creative ways to grab the attention of customers. Comedic video marketing has become a popular strategy because it taps into people’s emotions to sell products. Many marketers are aware that associations with humor are often strong and positive. Studies show that when participants are presented with funny videos before being asked to purchase an item, they’re more likely to choose that item right away. The association between laughter and happiness is too much for many b2c marketers to pass up.

This super bowl commercial from Snickers is an epic example of successful comedic video production:


Empowering Videos 

Empowered is defined as the state of being able to make decisions for yourself and do what you want, without interference from others. Empowering videos inspire the audience to act, live life on their own terms, and be who they truly are, fully. The inspiration to be who you are, and be proud of it, is probably one of the most powerful messages that exist. It’s something we all need to hear, and that resonates with most people. Which is also why so many brands and video marketing agencies do their take on this genre.

Like this one, where Toyota tells the story of a little girl who lost her legs, but became an olympic swimmer. If some of her strength rubs off on Toyota, they’ve succeeded. 



Emotional videos

Emotional video engages the consumer on an emotional level, creating a bond between them and your product or service. Emotional videos are most effective when they tap into one of five universal human needs: certainty/comfort, curiosity, personal significance, connection/love & growth. But emotional video can also put the focus on feelings we want to avoid. For example, brands use emotional video by tapping into their target audience’s fears. Climaxing your message with how your product or service provides relief from the fear can create a sense of urgency and need.

This video from Google, about how to remember a loved one, is an example of emotional video. We’re not crying, you are!

Covalent is a video marketing agency focusing on creative video production that will help your brand stand out and get noticed. Get in touch to explore the opportunities!


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We've worked with large corporations to small businesses all with the same goal of creating unique and innovative videos—you deserve the same.

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