You already know the power of videos for promotional purposes or to inform potential customers. However, there are many different types of video content you can tap into. Each has its own advantages and sends a different message or meets a different consumer need.
No matter what type of format you choose, research shows people care how authentic you are. Scientists report 86% of consumers name authenticity as the most essential element on how they connect with and support a brand. Before you even look at the different focus of video types, make a commitment to be true to your core values and objectives as a company.
When it comes to video content, you may find you use all of the types listed below or different ones at different times. You know your target audience better than anyone else, so it’s up to you to determine which option works best for them. What are the different types of video content?
Explainer videos highlight a brand or product by that brand. These videos are short and have a very narrow focus. You’ll often see explainer video content on a landing page or a social media page. They serve a very specific purpose to increase awareness.
Think of the explainer video like a one-minute elevator pitch. It is a summary of what you have to offer without getting into the in-depth information other formats provide. It’s an opportunity to introduce your product or service to someone who’s never heard of it and grab their interest.
Figure out what people need to know to fully understand your product or service and explain it in a way that’s easy to comprehend. Don’t hop off down rabbit trails. Stick to a single topic or answer a single question.
A roundtable format has become more popular in recent years, perhaps due to television talk shows or Zoom meetings. Whatever the reason, watchers often respond well to a roundtable, where different experts share their insights about a product or service or even a brand. k
Roundtables bring a more conversational tone to video content. The right moderator guides the conversation where they want it to go, covering the main benefits of your brand from different perspectives.
You might also enlist the help of an influencers, such as a celebrity or expert in your industry. Let the roundtable chat with them and ask them a variety of questions tied to your company model. Not only will you attract viewers who love the celebrity but you’ll gain the benefit of their endorsement.
3. Product Spotlight
Product spotlight video content can be used on product pages to give consumers an inside look at how something works. You’ve probably seen these video types on Amazon listings. Sometimes they gather input from customers using the product and other times they simply show images of the item and add some text about the features.
The key to an excellent product spotlight video is to think through the questions you typically get about the product. What are customers asking via live chat or when they phone? Can you answer any of their queries upfront in your product spotlight?
Think of the product spotlight as a description page. Go through the product’s specifications and highlight the pros.
4. Company History
As mentioned at the beginning of this article, customers care about authenticity. When they know who you really are as a brand and what you stand for, they’re much more likely to feel loyal to you and even share your message with their family and friends.
Sharing your company history helps them understand why you do what you do and your commitment to certain aspects of your business. A company history video can be as long or short as you’d like. You can even break your history into numerous videos, highlighting the founders and different key players in your company.
You might also focus on big challenges you’ve overcome and your favorite success stories. Potential customers should see how you work with a challenge and your creative solutions for other clients.
Did you know a whopping 97% of shoppers read online reviews before buying from a new company? People care what their peers think about your brand.
Put yourself in the shoes of the average consumer. They may have never heard of you before. They have no reason to trust you and may have been burned by other companies in the past. Your job is to show them you’re trustworthy.
The best video content highlights why they should, in fact, trust you to do the right thing. If they see multiple videos of your happy customers telling them you follow through on your promises, you’ve overcome a big trust hurdle.
Try to utilize a variety of video testimonials. Think about the benefits you most want your leads to know about and use the words of your current clients to showcase your abilities in each area. You might have one testimonial about how you worked through a complex problem with the client and offered the best customer service possible.
A different video could talk about the features of your product and how it serves their business. Try to sell your product through the words of others and overcome any objections people might have to buying.
How-to video content grabs user attention and gets your brand name in front of your target audience. It helps people overcome a pain point and establishes you as an authority in your field.
How-to videos come in many different forms. You can create a webinar and a series of videos to train customers in something they most want to learn. You can also create shorter, one-off videos for platforms such as YouTube or Vimeo.
7. LiveStream Event
More people than ever before are on social media these days. Pew Internet did a bit of in-depth research into how Americans use social media. Around 81% of adults are on YouTube and 69% on Facebook. If you want to reach the 40 and under crowd, Instagram might be a better option. Teens love TikTok.
Consider doing a virtual event for your next big promotional push. Which platform is best for a livestream event? YouTube is likely the most popular. Not only will you pull in people looking for live feeds at any given time, but the video goes up after the event and you can continue gaining views over time.
Facebook is similar and allows you to do a live video stream and then publish it to your page. Your followers will get a notification you are live and can hop on to comment and interact directly with you.
Livestreams are probably the most interactive video content type out there. You can ask questions, gather responses, offer giveaways and engage your audience in ways you can’t with other video types.
What Video Type Is Right for You?
These are the seven main video types you’ll see over and over on business websites. Of course, there are subcategories within each. You might showcase your employees and their stories as part of your company history, for example.
The truth is that more than one type of video is your best bet. The right video for you at any given time is whatever grabs attention and keeps your brand name in the forefront of their minds.
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