Video content has been dominating the online landscape for years now, and there are no signs that will change any time soon. Popular video platforms like YouTube have over a billion hours of view time daily. Also, some predict that, by 2021, an average Joe will watch at least 100 minutes of video every day. With all of that said, one can’t but not wonder what is so interesting about video that reels all these people in. And what types of video content do all of these folk even watch?
These are some excellent questions, but, for the most part, the answer is quite straightforward — people love videos because they are engaging, exciting, and all-around fun! With that in mind, it should come as no surprise that video quickly became a potent tool for many marketers out there.
According to the latest Wyzowl survey, 85% of businesses use video in their marketing strategy. Out of all of those, most have found success in one way or another. Here’s what the respondents said:
So what types of video content did these marketers use to find such success? But perhaps the better question is — what kind of videos do users like watching? Let’s find out!
Before we get to our list, we should first mention that not all of these will be suitable for everyone. The ones you will settle for will primarily depend on your business needs as different types of videos will be ideal for different marketing goals. What we mean by that is that these videos will most often aim to meet one of the three following objectives:
So make sure you pick the right type of video for your needs! Otherwise, your marketing strategy might not prove as fruitful as you had hoped.
Now, here are the types of video content marketers can use that people love watching:
Without further ado, let’s jump right in!
Interviews are an excellent way to build your brand authority and credibility. But why is that? It is because interviews offer an interactive experience between two speakers, usually industry professionals. That makes these types of videos much more engaging for your audience while also demonstrating your willingness to cooperate and discuss ideas with other professionals. There are many benefits to an interview video format, but here are a few:
Aside from the abovementioned, interviews are not challenging to set up. You don’t need much prep except to find a guest, come up with a plan and some questions, and that’s about it! If you’ve been maintaining good relations with other industry experts, you’ll likely have no trouble finding professionals to interview. Just don’t forget to remind them to share your interview on social media!
Do you remember when we mentioned how users used videos to learn about a company’s products? Making tutorial and explainer videos is how you solve their problems! But what are explainer videos? They are a showcase or demonstration of a product in video form. That way, your customers can find answers to most of their questions without having to contact your customer support.
According to the latest data, this type of video content reduces the number of customer support calls by about 43%. And no wonder! How many times did you take your query to search engines like Google only to have an explainer or an educational video pop up? Probably dozens. Check this example:
That video up there could be your brand’s! And if your potential customers associate your name with helpfulness, they will be more likely to convert.
With over seven million views currently, imagine how much exposure your brand could get if she were using your products. The same principle applies to any niche out there.
Product reviews are an excellent opportunity to get your brand’s name out there. However, these are much more challenging to pull off since you won’t be recording them. Why? What kind of a product review would it be if you were evaluating yourself? Nobody would trust that!
A way to work around that is to get your product to some of your industry’s influencers or review channels or platforms to feature it. That way, you could get them to put in a good word for you and your brand.
Online review platforms and channels have a lot of credibility in consumers’ eyes, so it would be wise to utilize this in your online marketing strategy. However, the reason these videos are so useful is that they are unbiased. So even if you come to an agreement with someone to promote your product in a review video, make sure it doesn’t look like a paid promotion.
Here’s an excellent example of an unbiased product review:
You should undoubtedly give these videos a shot if you get an opportunity!
Users adore personalized types of video content. “Why is that?” you may ask. Because everyone loves to feel appreciated, and that emotion is precisely what these videos aim for!
But what are personalized videos? In brief, they are videos that have adaptive elements that change with each viewer. The most notable examples would be to insert each viewer’s full name, perhaps their address, or merely something related to their favorite hobby.
These types of videos are most effective when used in video advertising for several reasons. First, they enhance user experience drastically. Second, according to Instapage, consumers are 80% more likely to buy a product from brands that personalize their experience. Here’s an example of a personalized video used in hotel marketing to better illustrate what they look like:
However, you can also use personalized videos to build brand loyalty. You can do that by, for example, sending your customers a personal thank-you or a holiday-greetings video. Trust us, they will appreciate it!
Is there a better way to raise your brand awareness and engage your audience than by live streaming your company’s events? Of course there’s not!
Nowadays, events are all the rage, not only among the general population but many industry professionals as well. Live gatherings of like-minded individuals from your niche is an excellent opportunity to do some personal development and showcase your company’s talent. So why not extend your reach beyond the participants of the event? That’s right — take it online!
And let’s not mention that this type of video content will never get stale. Every event is different, so you won’t have to worry about old or stale content. So if your brand’s going to participate in an upcoming event, make sure you live stream it!
Just because you wear a business suit during the day doesn’t mean you can’t have a bit of fun at work. Not only can shooting these types of videos be excellent for your company’s team spirit, but it will also serve as a fantastic stress relief.
When it comes to your audience, it shouldn’t surprise you that people need brands to engage them more and more nowadays. After all, everybody is bombarded with content and advertisements from all sides, so your brand’s video will need to stick out to draw your users’ attention. Well, these types of videos are perfect for that!
Not only will they be incredibly fun to watch, but they will make your users identify your brand with positive emotions. Talk about a way of raising brand awareness!
Check out this hilarious example of an excellent skit video:
If you’re looking to attract new talent and raise brand awareness, there is no better way to do so than by showcasing and promoting your company’s culture. That is where behind-the-scenes videos come in! These videos are easy to make, but they are incredibly appealing to consumers.
This type of video content incorporates the human element into an otherwise estranged relationship that brands usually have with consumers. By seeing how the company operates from within, witnessing how employees feel about their workplace, and the company opening up to their consumers will increase user trust. That will, in time, lead to increased conversion rates and better customer retention.
Perhaps the most effective of these types of behind-the-scenes videos would be employee features. Here’s an excellent example from Nordeus of how those would look:
But what makes these particularly effective? The answer is simple — they have high credibility since they represent an individual’s personal view of the company. That is what makes employee feature videos resonate so well with your audience.
The most well-known examples of this type of video content are the famous TED Talks.
These have taken the world by storm in recent years, and their popularity is ever-growing. With that in mind, they stand as living proof of how this content format can be potent at both engaging and educating your audience. And the best part is that you build your brand presence by participating in such or similar events.
So why not sign your company up for a conference or two a year? Not only will you be able to improve your employees’ skills, but you’ll also get an opportunity to showcase yours and turn that into a video!
There is no better way to build brand credibility than testimonials videos! According to Boast, customer testimonials had the highest rating of effectiveness for content marketing at 89%. That makes it evident most consumers will look up a testimonial or two before purchasing your product. Because of that, these videos are some of the most useful ones you can make to boost the decision part of the marketing funnel.
So how do you get to filming these? It’s pretty straightforward — you just have to find a customer willing to leave a video testimonial, send them a few questions you want them to answer, and record! Here are a few areas that your questions should cover:
After you’re done, all you have to do is promote your testimonial videos! The best place to do that would be on your company’s social media accounts. So get right to it!
Last but not least, vlogging has been gaining a lot of prominence in the online world, particularly on YouTube, with dozens of popular vloggers popping up on the platform. But what are vlogs in the first place? They are, literally put, video blogs. In other words, they are videos of users’ everyday routines during which they usually interact with their audience by talking to the camera.
For marketers, this type of video content can help them build brand awareness and credibility. Similar to behind-the-scenes videos, vlogs have intrinsic human elements added to an otherwise estrange entity — a company. On top of that, they are easy to make, spontaneous, and authentic!
So why not consider incorporating vlogs into your marketing efforts? We wouldn’t advise making your entire video marketing strategy revolve around vlogs, but they are, nevertheless, a potent supplement to many of the other video types on our list.
What do you think about these video content types? Are you ready to try some of them out? Don’t worry; you won’t need to pay an arm and a leg to begin creating videos. You too can make a professional studio setup on any budget, or you can even record most of these on your phone! Trust us; if you make the most of these different types of video content, you’ll quickly see an excellent ROI! Best of luck to you.
Until next time!