Last updated on February 6, 2020
We’ve talked extensively about the benefits of video.
Consumers want to see more videos from brands, and this content type now performs better than text.
Videos can be used in every step of your marketing, lead acquisition, customer service, and sales.
With the current online interest, marketing without videos will become increasingly harder.
An essential step to a video marketing strategy is deciding on what type of content you/your team will be creating.
Your videos should be aligned with your current marketing goals.
For example, if your brand is launching a new product, the video content created should serve that purpose perfectly.
If you’re rebranding, the viewers should be able to understand that message through your video.
Below is a list of different types of video content for every business owner and marketer to explore.
Within this list, you should find a few video content styles that resonate with your brand and its marketing goals.
9 Different Types of Video Content
Every day, global users turn to video tutorials when trying to understand how things work.
YouTube reports that the ‘How-To’ category is one of their top four content categories.
When you provide your customers with video tutorials, you instantly improve the value of the experience they receive from your brand.
For example, Absolut has a YouTube section of tutorials on how to make bar-worthy drinks such as this Pina Colada tutorial.
How-To videos are also valuable in the lead acquisition stage.
Let’s assume that I’m looking to buy a new (and complicated) software for work.
I’ve gotten a few recommendations, so I go on YouTube to find examples of each software’s interface.
Then, I notice that one of the software companies has an entire catalog of videos describing how to use each of its sophisticated features.
I can’t speak for everyone, but I would personally choose this company’s product over the others.
Your customers pay for more than just the product or service.
They also pay for the experience e.g., fast shipping, excellent customer service, and enough support when needed.
Creating tutorial videos can improve the quality of support you offer to customers.
A study shows that 41% of marketers successfully reduced support calls when they start creating videos.
Explainer videos are similar to tutorials but serve a different purpose.
These videos are used to show the benefits of choosing a brand or a product.
They highlight the essential features but don’t necessarily explain how to use them.
If you’re planning a product launch, introducing new features, or making any significant changes to your brand, explainer videos could be helpful.
Here’s the explainer video for Amazon Go.
In less than two minutes, the narrator and visuals give us a clear idea of why everyone probably needs to use Amazon Go.
They identified the problem, shared the solution, and gave a call-to-action.
Explainer videos are usually creative but short and straight to the point.
Another popular format of explainer videos are animated videos.
These are often used to create pitches but also work great for marketing.
An animated explainer video by PrescribeWellness
Animations can be used to turn your explainer video into compelling storytelling.
When done right, they are easy-to-understand and entertaining to watch.
There are also no creative limits.
If you want your video character singing in space, then the animator will take you to space.
3. Video testimonials
Testimonials are essential for building brand credibility.
92% of people will consider testimonials before making a purchase.
For many people, the only reliable way to approve a brand is by listening to what previous customers have to say about them.
In fact, about 88% of people say that they trust online reviews as much as personal recommendations.
When you combine the power of testimonials with compelling video presentations, the effects could be huge.
Video testimonials allow brands to create persuasive messages out of customers’ personal experiences.
A video testimonial from a customer of Fort Street Veterinarian
There’s so much more that goes into a video testimonial than text-based testimonials.
First of all, video testimonials are a lot more credible.
Now more than ever, consumers are concerned about unethical brands that publish bogus testimonials.
It’s a lot harder to fake a video testimonial than a text-based one.
Videos also allow viewers to connect with the person speaking on a personal level.
They can see the smile on their faces, their attitude towards a brand rep, and other non-verbal signals.
The reviewer can also fit more words into a one-minute video than they would in a small website review box.
Consumers are beginning to question faceless organizations.
These are the companies that present a corporate image and nothing else.
Current market trends show that consumers want a more personal, human relationship with the brands they show loyalty.
70% of consumers report to feeling more connected when a brand’s CEO is active on social media.
And 72% report feeling positive about a brand when their employees share brand-related information online.
The first step to building a personal relationship with your consumers is showing them the faces behind the brand.
This goes beyond your executive team.
Show the faces behind social media posts, customer service calls, and even the people who package their shipments.
Eventbrite’s Meet-the-Team video.
Meet-the-Team videos demonstrate the value of your employees and their responsibilities.
Creating these videos, especially the creative ones, also helps to celebrate each employee in a small way.
Remember that your internal audience (employees) is just as influential as the external ones.
When they understand that customers recognize them personally, they may feel encouraged to put in a better effort.
Behind-the-Scenes videos can be beneficial in several ways.
They can be used to drum up excitement for a new product or service.
For example, YouTube stars and entrepreneurs, Shane Dawson and Jeffree Star recently shared a series of their behind-the-scenes journey to creating a beauty product collection.
The product launch was a massive success, with over $35 million in sales.
Of course, these entrepreneurs already had significantly more social capital than many brands.
But every brand also has the potential to enjoy the benefits of sharing a behind-the-scenes view of their process.
BTS videos also give your consumers a better appreciation for the work that goes into every project.
This could improve your perceived value, the ability to meet your customers’ expectations better than the competition.
Here’s a BTS video from BambooHR.
It communicates company values by giving us clips of various team events.
Finally, BTS videos are essential for brands that are built on strict business practices.
For example, a food or beauty brand that claims to be 100% sustainable will attract consumers with matching needs.
These consumers expect transparency before they can establish any form of brand loyalty.
With BTS videos, you can demonstrate your business values and practices for all to see.
6. Live events
Live streaming news and events is a growing method of building an audience base.
More than one in five Facebook videos are Live, and are watched 3x longer than any other video format.
A study by Livestream and New York Magazine showed that 80% of people would rather watch a live video from a brand than read a blog.
People are watching live videos across all social media platforms, and that includes your target audience.
There are several types of live events that can be used to gain the interest of the audience for your marketing goal.
These events could be panel sessions, broadcasts of real events, community building activities, or promotion for your product and service offerings.
Kohl’s, a retail company, has organized several live #GetActiveWithKohls fitness events.
They bring a few community members into the studio with trainers, while the rest of their audience participates through the Live Facebook broadcast.
Your live events don’t necessarily have to relate directly to your products and services.
They could be about other topics or activities.
The critical factor is ensuring that each event is based on topics that interest the target audience of your brand.
7. Funny skits
Humor is one of the best tools for gaining online attention.
Most viral videos have the ability to make a user laugh and then share with one or more people.
The good news is, you don’t need to have an in-house comedian to make funny videos.
People find humor in relatable content.
For example, most people have a love-hate relationship with conference calls.
They could be productive, but also frustrating to navigate.
Knowing you have a scheduled conference call isn’t anything to laugh about.
But people like Tripp and Tyler can make a video called “Conference calls in real life” and gain 16 million+ views.
There are several niche-appropriate creators like Tripp and Tyler, who make funny productions for companies.
Working with such creators to create funny skits could be beneficial for your marketing.
If you’re lucky, then you may have a CEO or team member like Mike, the Founder of Dollar Shave Club.
In one of their earliest videos, Mike uses dry humor to promote their shaving blades.
So far, that video has gained 25 million+ views on YouTube alone with a comment section of people pledging allegiance to the brand.
8. Q&A sessions
Questions and answer sessions provide an opportunity for brand representatives and brand communities to connect.
Here’s how it works.
The brand will announce the upcoming Q&A session on one or more of its social media pages (and possibly email).
The audience will be encouraged to send in questions that they want to be answered.
The Q&A session can feature one or more representatives of the brand.
It’s crucial that representatives are either executives or have significantly high roles in the organization.
First, this tells the audience that your company takes them seriously.
It shows that the people in charge are ready to listen.
Also, these executives will be in the best position to answer questions concerning the future of the company.
If you’re a small business, the same logic applies here.
So don’t be afraid to present yourself as the Founder/Customer service representative/the person who packages all their orders.
For example, here’s a Q&A session hosted by Arrow star, Stephen Amell, to celebrate their 100th episode.
It was a casual session with Amell answering several questions from fans.
Interviews can be used to shine a spotlight on select people.
Your interviewee must have something of interest to say to the audience.
You can guarantee this by interviewing someone who is well-known in your industry or who has gained a lot of attention recently.
If you plan to interview company members, familiarize your audience with your team members first.
A good interview can be both entertaining and informative for your audience.
Plus, there will be several points where the speakers can talk about your products and services and the personal benefits they enjoy.
When you interview someone who is well known, you also gain access to a whole new audience base.
By promoting the interview on their social media pages, that person (or persons) will send further attention to your brand.
Here’s an interview with Evernote’s CEO, Ian Small, talking about their YouTube video series.
Interviews can be engaging with the right mix of people and topics.
Your interviewer should be a good listener who can also carry a lively conversation.
Consumers enjoy different types of video content.
This means that your marketing team/person has the creative freedom to experiment and find what feels right for the brand.
As you create more and more content, the data will show which different types of video content types resonate best with your audience.
Using that information, you can focus your efforts on what works.
Don’t forget to create each video with a measurable goal in mind!
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