You may have heard more marketers and videographers saying phrases like 'document, don't create' when it comes to your video content, but the question is, what does that mean and what's the difference between the two? Let's dive into it...
What is Documenting?
Documentary films are works of non-fiction intended to show an aspect of reality, most commonly for education, instruction or recording a historical record.
Okay, now we know the definition; how does documenting relate to your business?
More and more businesses are ‘documenting’ their business journey through video, giving their target audience an insight into all aspects of the company, including the team dynamic, production processes, day-to-day tasks and challenges the business is experiencing.
Documenting is a great way to get your target audience invested in you and your brand, as they can follow your progress and feel part of the journey.
Type of Videos
There are several different types of documentary-style videos you can create to engage your target audience; these include:
- Behind the scenes
- Case Studies
- Office walkthroughs
- Meet the team
- A day in the life
What is Creating?
Many people consume content for one of three reasons, to be entertained, educated, or inspired, and it’s your job to create videos to do just that!
Creating is your chance to showcase your business's brand ethos and personality. You can create video content that is highly entertaining and engaging, keeping views coming back for more.
Type of Videos
Here are a few examples of types of videos your business could be ‘creating’:
- Tips and tricks
- Tell a story
- A product/service commercial
- Shoot a publicity stunt
What is the Difference Between Documenting and Creating?
There’s a fine line between documenting and creating, and there are many crossovers that make both styles of film similar to the other.
Here are two examples to hopefully explain this better.
Blue Planet is an incredible documenting style film that explores the animals and environment in our oceans. In contrast, something like Keeping Up with the Kardashians (a show I never have and will never watch) is more a ‘creative’ film style. Although they are still ‘documenting’ their lives, a lot of it is staged, and storylines are created for entertainment.
Why You Should Use Both in Your Content Marketing Strategy
It’s essential to incorporate a mixture of content in your marketing strategy to reach a wider audience and keep that audience engaged.
Including both video styles within your content marketing strategy will give your audience a greater understanding of your business overall.
Different people also enjoy different styles of content. It could be 5 min long documentary-style video with that professional edge or a DIY style video sharing a quick tip.
You have to cater for different peoples preferences and showcase your brand from different angles.