Video content is one of the best types of online content that your company can invest in. It grabs people’s attention and allows you to clearly visualize information while also incorporating audio to further engage people. This makes it great for building leads and helping you grow your business.
Below are just a few stats to support the effectiveness of video content.
- On Facebook, posts with videos get 135% organic reach than those with just videos.
- Tweets containing videos get 10 times more interactions than those without.
- Adding video content to web pages can encourage visitors to spend 6 times longer on average - which can also increase search engine rankings for that web page.
- Emails containing videos get 19% more open rates and 300% more click-throughs.
- 81% of video marketers agree that using videos has led to increased sales.
Clearly, there are lots of good reasons to embrace video content. But just what types of content should you create? Commercial videos come in many forms from adverts to video reviews. This post lists 10 different types of video content that your business could consider using and how to create this content.
Adverts
Video adverts are the type of video content many of us think of first. These videos are heavily promotional and are designed to lead directly to sales. Such videos have been broadcast on TV for decades, however such advertising is typically quite expensive. Instead, most companies pay to display video adverts online. Such adverts can be found on social media, within apps, throughout YouTube videos and in display ads on web pages. Video adverts need to be high quality - it’s often best to hire a video production company to help produce them. Because these videos tend to interrupt consumers, they can often be scrolled past or skipped unless you frontload the beginning of the video with something exciting to grab people’s attention. To convert customers, make sure to include a call to action near the end.
Vlogs
While adverts are some of the most expensive videos, vlogs are typically the cheapest to produce. They are quick DIY videos that typically involve you or an employee talking in front of a camera. Vlogs are often purely informational - they’re ideal for providing news and announcements, but can also be used to discuss various topics. You can share them on YouTube, on social media or via mailing list emails.
Explainers
An explainer video aims to explain a concept or provide information on how something works. Topics should be related to your industry in some way. For example, a mattress company might do an explainer video on ‘what is a hybrid mattress?’, while a shipping company might publish a video on ‘what is drop-shipping?’. Such videos are designed to be educational rather than promotional, but can still generate leads by building trust in your company. They’re often featured on company web pages, but can also be shared on social media where they may help grow your followers. These are the most common forms of video to incorporate animations - a professional animator can help bring your vision to life.
Listicles
Listicles are informational videos that take the form of lists. They’re great for generating engagements via social media, emails or purely via YouTube recommendations. An example could include a piano teacher sharing a video on ‘7 piano scales to learn for beginners’ or ‘the top 10 piano riffs in pop music’. While these videos tend to be mostly educational or opinion-based, it’s common for many content creators to add some promo within them (often halfway through the list).
Walkthroughs/tutorials
Walkthroughs and tutorials are designed to instruct a consumer how to use a product. They are primarily aimed at existing customers, but can also be useful for showing potential customers how easy your product is to use. The term ‘walkthrough’ is typically used when demonstrating software and video games. These typically involve using screen capture technology and providing a voice commentary using a microphone. You can find many guides online on how to create walkthroughs - including specific tips such as how to record internal audio on Android. For physical products, instructional videos can be used to show consumers how to assemble the product or how to use it. These videos could be live action or animated.
Behind-the-scenes
Behind-the-scenes videos are designed to satisfy curiosity and build trust through transparency. They’re an opportunity to show consumers how you make your product or how you carry out your service. Examples could include an auto manufacturer carrying out a tour of their factory or a roofing company showing how they install a new roof. These videos can be shared on social media or embedded on your website. You can film them yourself, or hire a videographer to film you.
Interviews
Interview videos take the form of an interview with questions and answers. The subject of the interview could be you, yourself, a customer, a supplier or someone within your industry. Interview videos can have many different purposes depending on who you are questioning and what questions you are asking. FAQs videos are a common feature on many websites in which you or a colleague answers frequently asked questions received from customers. Testimonial videos meanwhile involve questioning happy customers in order to build trust in your company.
Training
You can also produce videos to help train employees. Such videos can visualise tasks step by step and can be provided to new recruits without you having to show them how to do the task in person. They could be incorporated into an e-learning program and used to help test employees with questions about the video afterwards. Alternatively, you can supply these videos in a digital handbook for employees to reference.
Reviews
Product review videos are typically carried out by customers and influencers. Many customers will look up video reviews of a company before choosing to use them as they can provide an unbiased and in-depth opinion of whether the company is good or not. You can encourage video reviews by reaching out to product review YouTube channels that specialise in your product. Be prepared to offer your product for free or at a discount in exchange for a review. There are various subgenres of review video including comparison guides and unboxing videos.
Slideshows
Slideshows are one of the simplest types of video and can be used to provide a compilation of images, quotes or stats related to your business. There are many different ways to use slideshows. You could use a slideshow to compile various customer reviews you’ve received. Alternatively, you could publish a slideshow of before and after photos if you provide a transformative service such as cosmetic surgery or cleaning. You can also feature slideshow banners on your website that show off different products.
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