UPDATED! This put up about the most effective varieties of video content material that retains individuals engaged has been up to date for 2020.
In 2020, shoppers are watching extra video content material than ever earlier than.
Over the previous few years, content material advertising and marketing has undergone an enormous transformation, and video has emerged front-and-center. Now, it’s arguably the best technique you need to use to attach along with your viewers. Particularly within the age of cell advertising and marketing, many smartphone customers discover participating varieties of video content material tough to withstand.
Check out these numbers:
- Every month, 85% of Web customers within the U.S. watch video content material.
- By 2021, the common individual will spend 100 minutes day-after-day watching on-line movies (a 19% improve from 2019).
- 93% of corporations declare they bought a brand new buyer due to their video content material on social media
- 63% of companies say that video will get the beset return on funding (ROI) on social media.
And but, regardless of the apparent potential of video advertising and marketing, a whole lot of corporations are nonetheless sitting on the sidelines. Many entrepreneurs imagine that it is simpler to provide blogs, case research and even white papers. Compared, the idea of often rolling out contemporary, distinctive video content material is a frightening prospect.
The reality is, video advertising and marketing isn’t as advanced because it appears. It’s nearly getting aware of what video content material individuals love to observe – after which providing extra of that.
Which begs the query: What are essentially the most participating varieties of video content material that viewers love to observe?
Listed here are 17 of the most effective video content material concepts:
- Behind-the-Scenes/Firm Tradition
- Tutorial/How To
- Product Evaluate
- Reside Streaming
- Model Movie
- Video Emails
- Person-Generated Content material
- Customized Video
On this article, we’ll discover these participating varieties of video advertising and marketing, providing you with the insights you could construct model consciousness, captivate clients and affect individuals to take motion.
Blogs are nice. Vlogs, or video blogs, are significantly better.
Most corporations pump the brakes on video advertising and marketing after they splurge on a refined “model introduction” video. Positive, it appears to be like nice on a touchdown web page and does the rounds on social media, however when it fails to ship a flood of recent enterprise, the enchantment of video content material wears off, together with the ROI.
What you could notice is that not all video content material must be an Oscar-worthy manufacturing. Vlogs provide your model a cheap platform to determine a singular model voice and personable picture that resonates along with your goal market.
It’s low-cost and straightforward to shoot a brief vlog, off-the-cuff, with nothing greater than your smartphone or webcam, and perhaps a fundamental script jotted down on the again of a serviette. This genuine strategy provides your video content material a relatable, human high quality, as a substitute of a super-slick, company manufacturing. Whole value? One cup of espresso.
Among the best varieties of video content material for vlogging is the easy idea of sharing your day at work.
YouTube celebrities, athletes and influential entrepreneurs have been doing this for years. Why? As a result of it is extremely highly effective for constructing sturdy, clear, lasting relationships along with your viewers.
Primarily, all it’s a must to do is doc your journey to success by way of your vlog, displaying your followers what you do and the way you do it. Serial entrepreneur Gary Vaynerchuk is a grasp at this, blasting out extremely participating video content material to his legion of followers day-after-day on his YouTube vlog DailyVee, in addition to on Instagram, Twitter and LinkedIn:
In case you want some extra concepts to your vlog subjects, take a look at the most-subscribed YouTube channels:
2) Behind-the-Scenes/Firm Tradition
Nice brand storytelling can set an organization aside from its competitors, concurrently motivating workers and charming shoppers. For that reason, top-of-the-line varieties of video content material you need to use is a behind-the-scenes video that reveals your company culture:
These kinds of movies provide an immersive expertise, pulling again the curtain on your corporation to permit clients and potential clients to forge a connection along with your model.
Viewers will put faces to the names of your crew, together with C-suite members. Your followers can see the design of your workplace, the way you gown for work, what your personalities are like, and the way your crew interacts with one another.
You’ll be able to create several types of tradition movies, reminiscent of workplace pranks, brainstorming periods or after-work occasions. Whichever route you go, do not forget that the purpose is to reveal the character of your crew and the surroundings of your office.
In essence, a behind-the-scenes video lets you breathe life into your model, humanizing it to enchantment to viewers on a private stage.
One nice instance is the corporate tradition video from Vistaprint. Whereas there are many distinctive concepts for tradition movies now, this one, known as “Vistaprint Work Setting – What We Do For Enjoyable, is a wonderful instance of the standard fashion performed proper:
These days, with 85% of businesses using video marketing, it’s a must to strive tougher to distinguish your self from the gang. One of the best ways to actually stand out is thru your persona, not by way of drained, overused ways.
An organization tradition video is the best method to try this – plus it may be a whole lot of enjoyable to your crew!
Each week, Single Grain CEO Eric Siu interviews entrepreneurs and entrepreneurs on his weekly podcast, Growth Everywhere:
He creates each audio and video interviews:
Interview movies are excellent for constructing model authority for a number of causes:
- They permit you to align your model with a thought chief or an inspiring individual.
- They provide help to set up authority with enter from a revered voice.
- They offer your viewers an intimate 1-to-1 expertise, the place somebody in your corporation or market area solutions hard-hitting questions.
Like a vlog, a superb interview ought to observe a set of pointers, however it shouldn’t really feel scripted. Your job, because the interviewer, is to maintain the opposite individual speaking, gently guiding them to debate sizzling subjects, developments and, if potential, get them to disclose unique information or huge secrets and techniques for the viewers.
What’s nice about interview movies is you could quickly create a collection with completely different company, leveraging their information to energy your content material advertising and marketing.
The extra you do, the extra credibility you acquire by way of model affiliation. Moreover, the interviewees might share the movies by way of their channels, amplifying the attain to drive extra visitors your method.
Google+ could also be useless, however its legacy lives on.
The search large’s foray into social networking by no means fairly bought off the bottom earlier than its eventual closure in early 2019. Nonetheless, the platform birthed Google Hangouts, which is a implausible, user-friendly technique to host webinars:
In the case of providing actionable recommendation to and educating your viewers, webinars are one of the vital worthwhile varieties of video content material in fashionable advertising and marketing.
Folks attend digital webinars as a straightforward technique to be taught from you and your company concerning the subjects that matter to them. Higher but, webinars are a wonderful instrument to advertise with paid advertisements. You need to use Facebook ads to drive sign-ups to your webinar, then leverage that visitors to generate extra leads and, finally, make extra gross sales out of your services or products. It’s a win-win!
In case you’re new to the sport, you’ll be able to consider webinars as a free live event, which you arrange with some easy calendar invitations. Google Calendar is ideal for this, and also you don’t want a
n elaborate script to run a webinar.
You’ll be able to check out several types of video in your webinar, reminiscent of:
- Internet hosting an FAQ part to reply client queries.
- Reviewing a product with some current clients.
- Doing a roundtable panel dialogue with a number of gurus in your area of interest.
You don’t want to provide webinars that usually to have an effect, both. Whereas vlogs are common, probably even every day, productions, you’ll be able to generate a good ROI with a weekly or month-to-month webinar.
There’s nothing to lose, however a complete lot to achieve! Do your self a favor and spare six minutes to hearken to this podcast on How to Run Automated Webinars.
What do you get once you take a number of varieties of video content material and roll them collectively into a brief however polished video clip? The reply is an event video:
It’s half webinar, half vlog, half promotional video. Within the social media age, occasion movies are uber-popular, particularly when it entails a sneak peek behind the scenes of a glitzy company occasion.
From quick Vines to Snapchat and Instagram Stories, the through-the-keyhole influence of occasion movies performs with a robust, emotive advertising and marketing method: the concern of lacking out. The FOMO phenomenon is a psychological set off, wherein individuals undergo anxiousness after they really feel excluded from social events, new experiences or necessary occasions.
With social media being such a giant a part of life now, 69% of millennials expertise FOMO every day – if not hourly!
By creating thrilling, unique occasion movies, you’ll be able to deliver the occasion to the individuals, reaching an enormous viewers that want they have been there. Achieved proper, these little snippets can rapidly foster model recognition, serving to individuals see your organization as one with its finger on the heart beat.
If you wish to maximize the impact of occasion movies, making an attempt taking pictures them reside on social media (extra on that under!):
Within the final decade, TED Talks have surged in reputation to turn out to be a worldwide platform with one thing for everybody. Whereas there are lots of implausible audio system and limitless intriguing subjects, the true purpose behind the success is that this:
TED presents audio system – and their enterprise ventures – a worldwide platform with an enormous world attain.
A presentation takes the joy of an occasion and combines it with the sensible use of a webinar to create a compelling, highly-shareable video. When you concentrate on it, most TED speakers are simply women and men who need to improve their model presence:
If they will do it, why not you?
A technique that manufacturers can leverage this format is by giving shows at firm occasions or small-scale networking occasions. This lets you goal a small however targeted viewers. Seize it on video and share it in your social channels to generate a buzz on-line.
7) Tutorial/How To
In case you nonetheless want convincing that video content material is the best way to go, take into account the idea of YouTube stars – individuals who rise from full unknowns to fame and fortune, purely by way of the facility of on-line movies. The millennial inhabitants was forward of the curve on video advertising and marketing as a result of they understood two essential issues:
- Folks love watching movies.
- Folks worth actionable insights.
How else are you able to clarify the unbelievable fame and fortune that many younger girls have attained with make-up tutorials on YouTube? One such star is Michelle Phan, who began with grainy tutorial movies earlier than rising to a web value of $50M:
Michelle knew her viewers and understood what they valued. With free tutorials, she was in a position to construct her personal enterprise on fame alone.
An necessary lesson that huge manufacturers can be taught right here is that useful content material must be extra than simply promotional tie-ins and delicate promoting. Customers are sensible sufficient to know after they’re being offered – particularly millennials and Gen-Z!
So in case you put out high quality tutorials with a laser-focus on serving to individuals, you earn their belief, which may result in a sale down the road.
8) Product Evaluate
A product overview is among the many most useful varieties of video content material, particularly for shoppers who’re within the consideration section of the client journey.
Product overview movies work greatest when you have got already established some belief along with your viewers. By reviewing merchandise, you’ll be able to reply widespread questions, dispel doubts and present viewers the distinctive advantages that your product presents. This provides prospects all the data they should make buying selections.
This instance by 9 Line is simply 30 seconds lengthy,
however it will get the model message and product advantages throughout loud and clear – with out utilizing a single phrase:
Some entrepreneurs might imagine that product overview movies like this received’t work for his or her enterprise, as a result of they function a B2B mannequin that solely has one product, like a SaaS firm.
However that doesn’t imply you’ll be able to’t do product critiques of associated services or products that aren’t in direct competitors to you. For instance, Peloton (an train tools firm) may overview trainers. By referring high quality merchandise which might be appropriate with your individual, you improve the client expertise of your services, successfully including to buyer satisfaction.
Blogs, shows and product critiques are all wonderful varieties of video content material, however there’s a intelligent technique to take every of them next-level: create video testimonials:
By placing the highlight on an current buyer, you’ll be able to present viewers simply how comfortable your model (and its services) make individuals.
The important thing right here is to get actual clients – do not rent actors from Fiverr! As a substitute, attain out to your happy buyer base in an effort to create real video testimonials. There might a bit work in getting these testimonials, however you’ll be able to encourage enter by providing freebie presents (did somebody say one-month low cost?) to anyone who information a video testimonial. You may even flip it right into a enjoyable competitors to draw extra entries.
In case you’re caught for questions for your testimonial videos, listed below are a number of you’ll be able to ask clients:
- What was your principal concern about shopping for our product? Regardless of how “prepared” your clients are to purchase, they’ll all the time have some reservations. They could be involved concerning the value, have doubts about whether or not your product will ship outcomes as promised or surprise if one other product is a greater match for his or her particular state of affairs.
- What outcomes did you get after shopping for the product? Comply with up the earlier query by getting happy clients to elucidate their particular downside and the way your product supplied the answer. This tactic lets new leads hear about the advantages and outcomes they will anticipate, which is extremely persuasive content material.
- What particular characteristic did you want most? Get comfortable clients to spotlight their favourite options, because it normally comes with a narrative. This resonates higher with new prospects than a easy record of their likes and dislikes. Do not forget that particular questions usually tend to unearth particular solutions.
- What are 2-Three different “sudden” advantages you bought on account of our product? You need to use this query to disclose some unadvertised advantages that your clients obtain out of your product. Potential clients can see these perks as “bonuses,” which can be sufficient to sway them in favor of closing a deal.
Keep in mind: 88% of consumers belief person critiques as a lot as private suggestions from a pal or member of the family.
One of the best ways to steer potential clients to purchase is by asking your present clients to persuade them. By listening to their solutions to this query, you are extra more likely to tip over potential clients who’re on the fence.
In case you’re eager to mess around with one of the vital enjoyable varieties of video advertising and marketing, take into account animated movies.
Animated movies are a implausible method for small companies on a price range to strive video content material, as you’ll be able to create them in your laptop computer for subsequent to nothing, even with freemium software program.
For larger manufacturers, particularly these with technical merchandise, animation movies are an effective way of breaking down sophisticated topics and options into an easy-to-digest medium that anyone can perceive, like this one from Cisco about phishing attempts:
Due to that purpose, it’s no shock that animated movies are most frequently used as explainer videos, which work properly on a gross sales touchdown web page.
This is one other nice instance from Ahrefs, which makes search engine marketing mastery appear easy:
11) Reside Streaming
Take into account these live-stream stats:
- 47% of reside streaming video viewers worldwide are streaming extra reside video in contrast with a 12 months in the past.
- 44% of individuals watch much less reside TV on account of reside streaming.
- Viewing hours of reside video content material rose 65% over the course of 1 12 months.
- Reside streaming is predicted to be a $70.5 billion trade by 2021.
Whether or not it is breaking information headlines, a sports activities sport or an unique announcement from somebody influential, a live-stream video has a magnetic attract.
As soon as once more, this comes all the way down to FOMO. Reside movies create suspense as a result of we do not know what is going on to occur subsequent, and we regularly get the sensation that we’re lacking one thing if we do not tune in. It’s no shock that Fb is investing a lot in increase Fb Reside:
One other distinctive edge for this type of video marketing is that reside movies enable real-time group interplay. Viewers can be part of the dialog because the video unfolds, and should even get acknowledged by the broadcaster, reside on air. This surroundings satisfies the deep want people have for fast gratification, making viewers really feel as if they’re at a reside occasion.
For this reason live-stream movies carry out so properly for companies. You need to use them to broadcast all kinds of video content material, together with:
- New product launches
- Reside Q&A periods
- A behind-the-scenes take a look at an occasion
In the case of great live video, it’s laborious to beat a little bit of suspense! BuzzFeed ran a enjoyable experiment to see what number of rubber bands it might take to blow up a watermelon: After 45 minutes, over 800,000 reside viewers had tuned in for the nail-biting end:
12) Model Movie
Who stated video content material must be quick?
Positive, many on-line customers have quick consideration spans, however on the subject of video, there’s a much wider scope for taking viewers on a journey. And there isn’t any higher method to try this than with a model movie. These long-form varieties of video content material dive deep into your model imaginative and prescient and values. You may get artistic with model storytelling and cinematic manufacturing to current your model in a lightweight that pulls your individuals.
Patagonia is without doubt one of the easiest within the enterprise at this, creating longer visible masterpieces that seize the essence of the adventurous, environmental model:
Take into consideration how you would use video content material on this technique to encapsulate your model’s core values and appeal to a devoted following.
13) Video Emails
Right here’s one thing you may not notice:
Including the phrase “video” to your e mail topic line can boost open rates by 19%.
Even in essentially the most crowded inbox, a catchy topic line that mentions “video” is difficult to disregard. That being stated, as soon as individuals open a video e mail, you don’t need to ship them operating with a prolonged manufacturing.
Comply with the following pointers for nice video emails:
- Hold it quick: One or two minutes is all you want.
- Reduce to the chase: After a short intro, clarify why you’re making contact with prospects, highlighting the advantages for them.
- Embrace a call-to-action: A strong CTA is important, so be sure you elicit a response by asking them to present you a name or observe a hyperlink to a touchdown web page.
With audience segmentation, you’ll be able to create some evergreen e mail movies you could re-use. For instance, you might have some movies for brand new prospects, others for loyal clients, and one other for promoting companions.
Digital actuality (VR) is booming, with projections estimating that the worldwide income from the VR market will high $21.5B in 2020.
Whereas we’re not fairly on the level of providing a full-on VR expertise by way of video content material, 360° movies aren’t a nasty various. These immersive-style movies use fisheye lenses to put customers within the heart of the motion, permitting them to pan across the room with their sensible system.
This video ad from Lexus takes the viewer on a “trip together with the heroes of ABC’s Quantico to discover its energy and functionality on this 360° expertise”:
As live-stream movies proceed to dominate, 360° video content material can be certain to evolve. Subsequently, it is a good transfer to get on board now, whether or not you cowl the following trade occasion or simply have enjoyable exploring your workplace.
15) Person-Generated Content material
As talked about above, inviting clients to contribute movies is a intelligent method of getting buyer testimonials. However why cease there?
Person-generated content material is huge now, and you’ll leverage it in a wide range of methods to drive visitors, collect leads and construct model loyalty. In truth, 60% of people say that UGC is essentially the most genuine kind of content material (in comparison with simply 20% for brand-generated content material):
A wonderful method of taking UGC to the following stage is by partnering with an influencer. The video under is from Ryan’s Toys Evaluate. This little boy might solely be solely 7 years outdated, however he was YouTube’s greatest earner in 2018, raking in a cool $22M from unboxing merchandise:
One other thought is to run UGC contests, encouraging individuals to ship in movies of themselves utilizing your merchandise. You can begin a trending hashtag for the marketing campaign to fire up extra curiosity round your model and merchandise.
Simply make sure that to reply to followers who contribute or tag them in your posts to present credit score the place it’s due!
Talking of contests, you need to use video marketing to advertise a giveaway or raffle on social media. All it takes is one or two quick movies to drum up some curiosity.
When you’ve got good prizes and an enticing video, a giveaway post can rapidly be shared to unfold model consciousness and appeal to extra consideration:
You’ll be able to mix this with different varieties of video content material, maybe asserting the winners in a live-stream video or as a part of an Instagram Stories collection. With the latter, you’ll be able to construct suspense over a number of video clips, revealing the runners-up first, then asserting the large winners.
17) Customized Video
Final however not least, we’ll conclude our rundown of essentially the most participating varieties of video content material with an irresistible fashion of promoting: personalization.
As soon as upon a time, advertising and marketing was all about making the sale. Now, it’s all concerning the buyer. Companies want to point out they not solely perceive their viewers, however care about their viewers’s wants and pursuits.
80% of web shoppers usually tend to purchase from an organization that provides a customized expertise.
So, how will you use personalization in video advertising and marketing? Check out this instance from Barclays:
Barclays forges a connection by personalizing the video for every viewer. On this instance, it’s for Clare, and all through the video, you see little situations of customized advertising and marketing. The presenter mentions Clare by identify, there’s a customized automobile license plate (CL4R3), and a plaque on the wall outdoors a home that reads “Clare’s Cottage.”
Going the additional mile to point out your clients that you simply care about their particular person wants is an integral facet of recent advertising and marketing. Personalization like thi
s will work properly with a number of varieties of video content material, placing you on the street to success.
It is 2020, so in case you’re nonetheless not utilizing video content material, your model received’t simply be lacking out on large alternatives to have interaction your viewers, you may even be dropping critical floor to your opponents.
You now have a implausible record of the 17 greatest varieties of video content material that folks love to observe:
- Behind-the-Scenes/Firm Tradition
- Tutorial/How To
- Product Evaluate
- Reside Streaming
- Model Movie
- Video Emails
- Person-Generated Content material
- Customized Video
With a strong content material advertising and marketing technique that considers your model, your viewers and your objectives, you can begin creating video content material that provides actual worth to your viewers. In the end, that’s what compels and converts.