7 Types of Video Marketing Content for Any Business

One of the best ways to improve your digital marketing strategy is to invest in video content. If you don’t already know this then I suggest you take a look at the stats. Video is one of the most powerful marketing tools around today, and it is growing exponentially. The main reason behind the success rate that video marketing has is down to how engaging and informative the content is. Think about it; would you rather have to read pages and pages of text in order to learn something new or simply watch a one minute video? Exactly.



So, video content should most definitely be utilized by all businesses. But what type of video content should you share? Well, that’s what you’re about to find out. There are different types of content that will work for different business, but you are certain to find a type of video content that you could use to drive more traffic in this non-exhaustive list. The most important part is knowing where your customer is on their journey. Let’s dig in…



1. Promotional Videos

A great place to start if you are wanting to build awareness of your brand and attract new potential customers. A promotional video is a way of sharing your message and highlighting how your business can help somebody. A great promo video can go a long way in any business, but only a great one, so make sure that you invest wisely and know exactly what you want to promote.


2. Explainer Videos

To get a little more in depth, you might create an explainer video in order to raise awareness about your product/service. This will give people a better understanding of what your product/service does and how it can benefit them. It is extremely important to keep this type of video content as brief and clear as possible; if there is too much clutter and complication, the viewer will click away. The way you showcase your product/service will leave a lasting impression on anyone who watches your video. Their decision will ultimately be made on whether to remain engaged with your brand after watching this video.



3. Product Review

At this point the customer is at least interested in your company’s offerings and is looking to find out more in order to make their decision. A product review video is basically a way of highlighting the benefits of your product/service in an effort to convince potential customers to make the decision to purchase. This means that the benefits highlighted should be of direct interest to your target market. It’s important to carefully select the benefits of your product/service in this video – don’t throw in any petty extras just to make the video longer!


4. Testimonials

The best way to convince potential customers to purchase your product/service is to let them hear just how good it is from one of your current customers. One important thing to remember with testimonial videos is that you need to be authentic – people will pick up on whether someone is being true to their word or not. However, you can ask certain questions that will help you get the answers you want to use in your testimonial video. Customer reviews are so important for all businesses and video testimonials allow you to present your customer reviews in an even more engaging format. With 68% of people saying that positive reviews make them trust a local business more, it is clear that this type of content is a great way to convince your potential customers to purchase.


5. Event Videos

If you are hosting or attending an event, you need to go the extra mile and make sure that the people who couldn’t attend still have a way of tuning in. This used to be quite expensive and still is if you opt for the high-end production which would involve a full video crew – you would have a great piece of video content at the end of the day but in most cases this isn’t necessary. Nowadays, with platforms like Facebook Live and Instagram Live, you can simply share your event online through social media using nothing other than your smartphone. Sure the production quality won’t be as good, but you can still engage a potential customer with this type of content and the great thing is; the content can be saved and be repurposed across all social media channels in short snippets. If you are still not convinced, Facebook Live videos are watched 3x longer than videos that aren’t live anymore.



6. Webinars

Webinars are an amazing way to earn credibility and boost customer loyalty. They are extremely affordable and valuable to customers – a great way to build a strong relationship with your customers. Often they are thought to be complicated to run, but with Google Hangouts it is extremely simple. You could host Q&A sessions with clients, demonstrate a new product or video, or even have interesting guests in and interview them live. They are also a great piece of content to promote through paid ads, for example, having a Facebook ad campaign that directs people to the webinar sign-up page. Essentially, webinars are like mini events that are much more simple to set up and much more valuable to the people watching (as well as for your business).


7. Company Culture Videos

According to Social Media Today, brands that inspire a higher emotional intensity receive 3 times as much word-of-mouth as less emotionally-connected brands. The way to inspire this emotional intensity is through company culture videos; showing people “behind-the-scenes” footage and introducing them to the people behind your brand. There are a number of ways to go about this type of video such as having your CEO explain your company’s story, interview employees to get an insight into their work life or even do an office tour to show how work is done day-to-day. The aim of this video is to humanize your brand because people love businesses who see more “human” and less “money-making”.



So, there’s 7 types of video marketing content that you can use to your advantage TODAY, no matter what type of business you are in. But what about the future of video? It is quite clear based on statistics that video marketing is the future, but what future trends should you be aware of? Well, 4K and 360° videos are on the horizon. You might be thinking, “but we already have these?”, and you’re right – but they are still in their early days and are not advanced enough to work efficiently and affordably. However, technology will eventually allow these types of videos to be produced in a timely fashion and for a fair price, but we’re not quite there yet. Apart from those, who knows what’s around the corner. One thing that’s for sure is that video marketing is here to stay for the foreseeable future and will continue to develop and grow year on year.


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