By now, you’ve likely learned about the power of video marketing, whether it was looking in awe at a video ad that went viral earlier this year or simply noticing how much of your online time is spent watching videos created by various brands. Most entrepreneurs understand how effective video marketing is, but in a small business environment, they might feel overwhelmed or not know where to start when it comes to creating their own material.
There are a few challenges to creating the actual material. But thanks to the availability of decent video cameras in smartphones and the accessibility of online tools like video format converters, it’s easier than ever to create high-quality content. The real problem is would-be content creators getting stuck without ideas on what types of videos to create.
Types of Videos for Online Marketing
If you need some inspiration, these are just some of the types of videos you could use to promote your business:
- Ads and branding. First, there are straightforward ads and branding videos. Video ads are fairly self-explanatory and have existed for decades. The onset of modern video norms have shortened the length of the average video ad, and has made those ads more sensational or polarizing. We’ve also seen the rise of new mediums for hosting video ads, including social media platforms and various websites. In addition to direct advertisements, you could also create branded assets, like an “about” video showcasing your brand values and core team.
- One of the most popular forms of video content is educational in nature, teaching viewers about a topic of interest or guiding them through how to accomplish a task. The exact type of educational video you make depends on your brand; if you’re a nonprofit trying to raise awareness on a social issue, it could be a video with tons of data and an explanation of the root causes of the problem. If you’re selling auto parts, you could guide people on how to repair their vehicles.
- Entertainment-related videos are also a possibility but are harder to pull off successfully. For example, you could create funny or nonsensical videos in an attempt to make people laugh, hoping your videos will go viral. This angle perhaps works best when used in combination with another approach, like making your advertising or education videos more inherently entertaining.
- Opinion pieces can also be powerful, especially if you’re trying to demonstrate thought leadership. For example, you can create a video while monologuing about a new piece of technology that’s changing your industry or explain your perspective on a controversial industry issue. Just make sure you discuss both sides and prepare the video with as much research as possible.
- Documentation videos don’t take much work (unless you’re creating the event you’re attempting to document). These are usually create to make viewers feel like they’re “in the moment,” like if you record a speech or an industry workshop. Be careful you aren’t violating any intellectual property laws in your documentation, and try to stay true to the nature of the event.
- Testimonials and reviews. Most customers rely on reviews and testimonials before making a purchasing decision, and seeing those reviews and testimonials in video form can be more persuasive; not only is video content faster and easier to digest, it also allows them to see the person issuing the review and look them in the face, leading to higher trust. Reach out to existing or past customers to see if they’d be willing to create a video review for your brand, and go the extra mile to make it seem as sincere as possible.
- Finally, you can capitalize on streaming videos. These come in a wide variety, but often try to document something that’s happening in real-time. For example, you might stream a fundraising event your nonprofit is hosting, or stream your brand’s world record attempt for the sake of viewer entertainment. In any case, your streams should be as engaging as possible, making people feel like they’re an active part of the event, and giving them a chance to communicate with one another. You’ll also want to announce your streams well in advance of their commencement.
Optimizing for Viewership
You don’t need all these types of videos to be successful in a video marketing strategy, but it helps to have at least a few as part of your overall campaign. Think carefully about your audience, and conduct surveys to learn more about their wants and needs. Your videos will only be successful if they offer content your audience actually wants to see, so measure their response carefully, and don’t be afraid to experiment and tweak your strategy as you go.