When it comes to the world of video marketing, your toolbox is vast. Promos, testimonials, product demos, - they all have their place. However, two in particular seem to stand out: Hype Videos and Brand Stories.
Which one is right for you?
Today, we're breaking down these two common videos for your business: Hype Videos and Brand Stories. What are they, what can they accomplish, and when do you need them?
Hype Video
"We use Hype Videos a lot in events," says Andy Adkins, CEO of 730 Eddy Studios. "We want someone to walk into a ballroom, tradeshow booth, or whatever, and just get a brand in the face."
A "brand in the face" is a great way to describe a Hype Video. Hype Videos, also known as Sizzle Reels, are designed to target excitement into whatever you need to promote. This could be several different things.
"The best time to use a Hype Video," says Nick Cook, 730 Eddy's Creative Lead, "is when you're launching a new product or service, any special events that you have going on, milestones you have, or any marketing campaigns that you want to drive immediate action for."
These videos are characterized by montages, high energy, and short runtimes. They're also incredibly fast-paced because you can only maintain so much excitement for so long.
Here are some examples of Hype Videos our team at 730 Eddy has produced!
You wouldn't expect a slow start from a Hype video, but trust me, JR Automation doesn't make you wait long. This suspenseful opener, with droning SFX and eye-catching POV shots, leads into quick light-up images before the party starts.
Overlapping footage, bold typography, and an engaging music track keep the energy alive in this Hype Video. The end tagline, "Let's build something new," is a direct call to action for the audience to utilize JR's services.
There's no better time for a Hype Video than to promote your conference, and that's exactly what EOS did.
Unlike JR, whose Sizzle Reel took its time to build momentum, EOS jumps right out of the gate. Neon graphics, catchy music, and a movie trailer-VO guides us through what we can expect from EOS Conference. Sharp sound effects and sociable b-roll keep our attention as we watch through.
You may be thinking, "Does watching my hype video have to feel like I just took five shots of espresso?" The answer is no!
While many Hype Videos are high-energy, it's not a prerequisite. This Hype Video from MIB Agents, an Osteosarcoma nonprofit, opts for a calmer tone.
While the graphics are still bold and engaging, the music and pacing are a lot slower. The colorfully-tinted B-Roll showcases scientific panels, family photos, and a young patient holding a rabbit. Despite it's softer approach, it still generates excitement with it's final call to action at the end.
While Hype Videos are fantastic for generating excitement and action, our CEO Andy Adkins offers a word of caution. "Don't get oversold on Hype videos," Andy says, "They're very important, yes, but there's more to your enterprise than just the flashy flash. Pair them with a really strong storytelling element... You're gonna wanna show that emotional journey for your clients, so that they know you're real, and not just beating them over the head with 'buy me, buy me, buy me.'"
So, how do you convey that strong storytelling element? That's where Brand Stories come in.
While a Hype Video narrows in on a specific thing you're trying to promote, a Brand Story zooms out. The focus is less on what you offer, and more on who you are.
How did your business come to be? How has your business evolved and changed throughout its life? Where are you now, and how did you get there? These are questions a Brand Story seeks to answer.
Based on the subject matter, these videos tend to have a more serious, emotional tone. However, not always. If your brand is energetic and fun, these tones can play into a Brand Story as well.
Here are some examples of Brand Stories our team has produced!
"A Brand Story is more about like the history [of a company] and who they are," Nick says. That's exactly what we tried to convey in our own Brand Story, released in 2020.
We ease in with some slow shots of a studio light turning on, before diving into 730 Eddy's origin story. The map animation zooming in on the University of Montana further pulls us in (no pun intended).
The bulk of our Brand Story discusses what our strengths are and how we approach every project we take on. B-Roll and behind-the-scenes footage play over a variety of interviews from our videographers, editors, and project managers. Andy talking about our future as a company ties the whole video together as a coherent story.
This Haworth + Kvadrat Partnership is a more cinematic take on a Brand Story. While our 730 Eddy brand story was more straightforward, we wanted to visually tell a story for Kvadrat. The opening sequence of this project was shot on a sheep farm two hours away from our office. Kevin Sytsma, Director of Photography on this project, was determined to take advantage of golden hour.
"We wanted to show the process of obtaining the wool from these sheep," says Kevin, "while displaying the amount of care and old-school craftsmanship that went into it." (Psst - learn more behind-the-scenes of this project here!)
What's interesting is we don't leave the farm until 43 seconds into the video. Only then do we show the wool being processed into the beautiful fabric and textiles Kvadrat is known for. With Brand Stories, you have the ability to take your time.
"If [brands are] telling a story," Andy says, "and they're connecting their consumers, or connecting their team to their brand, you have a lot more of that hero storytelling methodology to sort of dive into."
While this is a much shorter example of a Brand Video, I would argue this also accomplishes the goal of allowing your audience to get to know your brand.
We show shots of the lake and community before diving into the timeline of Lakeshore Advantage. The voiceover guides our attention, but what really holds it is the B-Roll and sound effects. This footage of engaged workers and sharp audio shows rather than tells us who Lakeshore Advantage is. There is no specific call to action, only a confident presentation of the Lakeshore Advantage brand.
Overall, the goal of a brand video is to humanize your brand. Whether you want to do so internally, externally, or both is up to you.
"Understanding if they wanna tell a story or just show off who they are helps you then decide, Brand or Hype?" Andy says.
While we've pit these videos against each other in this blog post, by no means should you feel like you need to choose either/or. They are both incredibly useful tools for your business, and often compliment each other.
However, it's important to understand the context surrounding each of them. That way, when you hire a video production company to produce your videos, everyone is on the same page. It's our job to make you shine, after all.