Video content has been rising in popularity for the last decade. Now that technology has caught up. Even small brands have unlimited video types and usages at their fingertips, making it easy to leverage video to attract, engage, and convert your best customers.
It doesn’t hurt that in 2020, video became our primary way to connecting with one another. With the world shut down, video gave us the closest thing to “being there” possible. It helped us stay connected — if only virtually.
The importance of video content has never been the question:
- In 2020, the average person watched 100 minutes of video content a day.
- 54% of consumers say they want more video from brands they support.
- 80% of people report purchasing from a business after seeing the brand’s video.
- YouTube has 2+ billion users — almost one-third of the Internet.
For businesses of every size in every industry, video content needs to be a part of your content strategy. Here are a few of the findings from Wyzowl’s seventh State of Video Marketing report.
- The pandemic has raised the value of video marketing while also restricting video marketing budgets.
- 86% of businesses use video as a marketing tool, up from 61% in 2016.
- 87% of video marketers report a positive ROI.
- 94% of marketers say videos increase user understanding of their product/service.
Can’t argue with that…
So let’s look at 9 video types that you can start using today to get peak results from your video marketing.
1. Live Video
Live streaming used to be for extroverts and influencers. Today, it’s set to become a $70 billion industry.
According to 99firms, 80% of consumers prefer a live video to reading a blog. They estimate 82% of all internet traffic will be video streaming in 2021.
How to use it
- Host a weekly show for your business.
- Stream a Q&A or virtual chat with a thought leader.
- Use it for a product launch or event.
2. Shoppable Videos
Technology enables interactive video experiences, where customers can click through from the video or swipe up from a social media story while watching a product demo. This opens the door to shoppable video — and reduces the friction on the user journey by shortening the journey from engagement to transaction.
How to use it
- Try it on Instagram with Instagram Live Shopping.
- Partner with influencers and include hotspots, or clickable areas, within the videos.
- Don’t just take still photos of your products. Do a video unboxing, explainer video, or show-and-tell.
3. Augmented Reality and Virtual Reality Videos
AR and VR are in growth mode — projected to pass a value of $72.8 billion by 2024. Already it’s being used in beauty and interiors to bridge the gap between in-store and at-home shopping, digital engagement, and entertainment.
How to use it
- For a roofing company, say, allow customers to upload an image of their house, then see how different roofing options will look on it.
- Develop a virtual tour of your product, allowing users to click on a hotspot to inspect that area in detail.
4. Animated Videos
Animation is a simple go-to for making complex ideas accessible without having to hire a film set or actors. Some television shows incorporated animation to finish out their 2020 series, with good results. And it’s been a winning format for marketers for years. Animated videos on landing pages can increase conversion rates by 80%.
How to use it
- Create an explainer video for social media, newsletters, and websites.
- Create whiteboard explainers for key pages on your website.
- Create an animated video for a sales page.
5. Off-the-Cuff Videos
No prep. Just turn on your phone and go.
Casual, in-the-moment video works perfectly on social media channels, where informal, “real” content gets the most engagement. Users love short, personality-driven videos. The key is to create videos that feel natural. This type of video should sound like you the human, not you the marketer or salesperson.
How to use it
- Make a few short clips throughout the day, then compile them into a 2- to 3-minute video about your day.
- Film yourself or your co-workers doing something that’s unique to your brand.
- Create a viral challenge.
6. Remote Seminars or Webinars
Remote seminars are now the norm, and that’s not changing anytime soon. Check out the new conferencing platforms. Look for platforms that are flexible, secure, and private.
How to use it
- Don’t follow the crowd. Look for the tools that work best for you. Two of my favorites are Airmeet and LiveWebinar. Both are easy to use and take up less bandwidth than Zoom.
- Develop a style guide for your virtual conferences and meetings, including custom graphics and welcome message.
- Get creative with your conferences: do live events and Q&A sessions with customers.
7. TicTok-Style Videos
TikTok dances, vertical video, and stop motion qualities are reshaping video marketing. Because consumers are using mobile devices, 79% of novice video consumers prefer vertical video. It gives a casual feel to marketing videos that can make your videos feel more fresh and engaging.
How to use it
- Choose a platform the integrates with other accounts, such as Fleets from Twitter, Reels and IGTV from Instagram, Shorts from YouTube, as well as TikTok and Snapchat.
- Create social media series, such as animated explainers that work in this format.
- Prepare digital billboards in vertical form for wider visibility.
8. Teaching Videos
Businesses have been teaching their branded methods and systems for years. Video gives us another way to produce that content. This type of content focuses on supporting the customer, answering their questions, helping them succeed with our products and systems.
How to use it
- Create a series of training videos for new customers.
- Create short 1-minute tutorials for your social media channels.
- Build a short course that you can use as a lead magnet.
9. Video Testimonials
Don’t just create case studies or ask for testimonials. Feature your best clients on video. Video captures the warmth and energy of a satisfied customer. It’s also more credible than words on a page.
How to use it
- Ask every customer for a video testimonial.
- Create a page on your website where you post all your video (and text) testimonials.
- Expand on good testimonials by including an interview segment.
Tip: Mind the Algorithm
Algorithms are getting more sophisticated. But each channel has its own platform-specific video types, which means native video is rewarded. It’s a good idea to create a unique video strategy for each channel, so you’ll rank well with that platform’s algorithm.
How to use it
- Produce short-form video for Instagram Reels and experiment with hashtags.
- Develop evergreen content for Pinterest.
- Publish video content for Facebook Groups, and ensure the post is public to promote engagement.
Bottom Line
Video content is the future. Whether you prefer to read or watch videos is beside the point. People, more and more, are consuming video content to make buying decisions.
Take it from someone who bought a house long-distance, relying primarily on the realtor’s live video…
Video content needs to play a significant role in your content strategy.
