When creating startup overview videos, “begin with an end in mind” is more true than anything else. I have noticed by reviewing over 30 company videos from the latest YC cohort, that the length of the videos is directly proportional to the level of commitment required for the call to action. If the level of commitment requires you to sign up for a 30 min demo, the video was longer (3 min) or if it required you to sign up for the laundry service (3.5 min) versus it required you to download a free app (2 min).
The call to action (what you expect your visitors to do next) determines the length of your overview video.
While we talked about format of videos yesterday, today I want to focus on the categories of videos.
There are 5 types of videos, with different goals and slightly different calls to action.
The overview video is an introduction to the company, the demo video would like you to sign up for a free trial, the tutorial video helps you get further along on the onboarding process, while the testimonial video is social proof, requesting you to explore pricing and finally the storytelling video urges you to get on a waiting list.
Most, if not all of the videos ask you to give them something in return for watching the video – that’s typically an email address.
1. Overview: Typically this video is the first a company creates because they have “finally” nailed what they do, for who and why it matters. This type of video might involve professional cameraman, producer and multiple shots and actors at times.
Cost – $5000 and above.
2. Demo: In this type of video there are 2 formats – one that’s professionally done and one that’s done by the founders. In the professional done video, the voice over is usually an actor and the script is written by them after input from the founders.
Cost – $0 (DIY – your time is precious though) to $3000
3. Tutorial: Most tutorial videos are made by the team – either a marketing person in your company or by the founders themselves. Since many tutorials are typically made for different aspects of the product, these tend to be self made and cost much less to produce and deliver.
Cost – $500 to $3000 – depending on the amount of time to produce. Expect every minute of video to take 1 to 2 hours of production.
5. Storytelling: These are typically the most expensive videos to make, most being professionally produced, longer format and have actors or hired artists as well. They tell a story in the day in the life of a typical user.
Cost: From $5000 to $15000 depending on the number of hired artists, production quality and required animation.
Take a look at this storytelling video as well for a professionally done example. (Sorry Embeds were not permitted).