Ultimate Guide To Video Marketing Content Types

With the rise of TikTok and YouTube Shorts, video marketing is now, more than ever, vital for your business.

Whether you’re planning to drive engagement, increase brand awareness or boost conversions, video marketing is the way to go.

Video marketing leverages visual storytelling to captivate audiences, convey messages more memorably and foster deeper connections with people across digital platforms.

Here are some types of video content that you can create for your video marketing campaigns.

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1. Product & Service Videos

As its name suggests, this type of video highlights what it feels like to use the product or engage the service. Rather than just explaining its features and benefits, product and service video focuses on the experience. This makes it more human and relatable to your audience.

Photo by Karolina Grabowska on Pexels

2. Demo Videos

Demo videos showcase how your product or service works. You can guide potential buyers through an immersive demo experience that connects the features of your product or service with the problems they want to solve. For instance, a tour of your software or unboxing and putting a physical product to the test.

3. Brand Videos

Designed to build brand awareness, brand videos showcase your company’s vision, mission, values or products and services. Such videos use storytelling to shape the audience’s perception of the brand’s identity. From the engaging stories you tell and the unique perspectives you share, you can connect and deliver a message that resonates with your audience.

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4. Behind-The-Scenes Videos

Give your audience an intimate glimpse into the actual work culture and day-to-day operations with behind-the-scenes videos. By showing the people and processes behind the products and services, you’re building a deeper connection with the audience and humanizing your brand.

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5. Product & Service Usage Videos

Product and service usage videos offer insights into innovative uses of products and creative applications. You can also consider sourcing ideas from your customers themselves. By showing how your products and services can be used in various projects for various purposes, you’re fostering a sense of community and engagement through shared creativity. Let’s ignite the spark and get creative together!

6. Event Videos

Is your organization hosting an event?

• Conference
• Panel Discussion
• Webinar
• Fundraiser
• Open House

Before the event, you could build hype by revealing the venue, listing the agenda and announcing the speakers. Behind-the-scenes footage like the effort spent to create this event such as planning and setting up are valuable too. You could even make personalized video invitations for VIPs.

After the event, you can produce highlight reels that emphasize key takeaways. Or even snippets of interesting interviews and presentations from the event.

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7. Expert Interviews

Interview experts within your company or thought leaders in your industry to build authority and win trust from your audience. This expert-led content is a powerful strategy that leverages the credibility and knowledge of industry leaders. People will also perceive such videos to be more genuine and reliable. Featuring established experts and showcasing their unique insights and perspectives as they discuss niche topics helps connect audience on a deeper level.

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8. Educational or How-To Videos

Instructional videos that teach the audience how to use the product or service and educational videos that provide information like explaining specific features can help your sales and customer service teams to close sales and make customers happy. These videos can build the foundational knowledge so your audience can better understand your business and solutions.

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9. Explainer Videos

Effectively clarify complex solutions with explainer videos. These videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem and showing how this person overcomes the issue by adopting or buying the brand’s solution. Such videos can help your audience better understand why they need your product or service. You can use a voice-over, live-action recording, illustrations or descriptive visuals to demonstrate this.

10. Animated Videos

Animated videos is a great format to explain an abstract or complex service or product. With the strong visuals, it helps people to better understand hard-to-grasp concepts. Precisely because it’s animation, you can tap into creativity and showcase your products and services in a variety of scenarios like outer space, the age of dinosaurs and a fantasy world with magic.

Photo by Alexas_Fotos on Pixabay

11. Case Study and Customer Testimonial Videos

Your prospects want to know that your products and services can solve their specific problem. One of the best ways to prove this is by creating case study and customer testimonial videos that feature your satisfied, loyal customers. They are your best advocates. So get them on camera to describe their challenges and how your company helped solve them.

Such videos build trust and credibility because they feature real-life experiences and emotions of satisfied customers who have used your products and services. They effectively communicate the impact of your products and services through genuine stories and feedback. Storytelling in such videos forges emotional connections with potential customers. Videos that cite successful implementations also serve as solid proof that your products and services work in real life.

Photo by rawpixel on Pixabay

12. Live Videos

Ranging from interviews to events and presentations, live videos offer viewers a behind-the-scenes look at your company. Precisely because live streams are happening in real time, your interaction with your audience feels more authentic. This results in longer streams and higher engagement rates. Also, consider encouraging your viewers to post comments or questions through a live chat to promote engagement.

13. 360° Videos

With 360° video, viewers can “scroll” around to see content from every angle—as if they were physically standing within the content. This panoramic 360-degree video style allows viewers to immerse themselves and fully experience a location or event. For instance, if you’re a real estate agent, you could give prospective buyers a complete 360º view of the house without them physically setting foot in the property.

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14. Virtual Reality (VR) Videos

Virtual reality is a kind of simulated reality. Such videos create an illusion of the user being part of the video. It also gives the user an immersive feel of a virtual world. You can use this to offer virtual try-on experiences. For example, how it’s like to use your products and services. This could be a test drive of a new car.

15. Augmented Reality (AR) Videos

Augmented reality is an interactive experience that combines the real world and computer-generated 3D content. The content can span multiple sensory modalities, including sight, sound, touch and smell. It’s the integration of digital information with the user’s environment in real time.

Simply put, augmented reality videos add a digital layer to what you are seeing. For instance, you can point your phone’s camera at your living room and augmented reality would allow you to see how a coffee table would look in your living room. Likewise, you can also “try on” clothes with augmented reality.

16. Personalized Videos

Video is a creative way to continue a conversation. With personalized message videos, you can record yourself recapping an important meeting or giving personalized recommendations. These unique and delightful videos will drive prospects further down the purchase journey.

Personalized videos are also a great way to capture and keep your customer’s attention as well as connect with each customer individually. By customizing videos for specific individuals, you’re creating a feeling of one-to-one interaction between your brand and your customers and forging deeper connections with them. It’s definitely memorable and it’s impossible not to feel special and cared for.

Source: OohLaLaLetters via Etsy

17. Social Media Videos

Tailored for sharing on platforms like Facebook, Instagram and TikTok, social media videos are informal and engaging. They play a crucial role in maintaining an active and engaging online presence and driving significant brand visibility. It’s the time where you can be more relaxed and show the fun side of your brand and business.

Photo by yourschantz on Pixabay

18. Landing Page Videos

A landing page, also a webpage to capture leads, is a great place to add videos. You can consider displaying a video aimed at converting visitors. The video, along with other creatives and copy, helps convince visitors to take a specific action, such as buying a product or signing up for a service.

19. Email Campaign Videos

Another place to add videos is email marketing campaigns. Mass-delivered text-based generic emails are no longer effective. To capture your audience’s attention, personalize and add videos to your emails and significantly drive sales.

Bonus Tip: Important Video Metrics

Before creating your videos, you need to define your goals first. The video metrics to monitor will vary depending on which stage of the buyer’s journey the video is created for.

Awareness

Designed to introduce a brand, product or service to prospective customers, videos for awareness campaigns are meant to help brand discovery and not to grow sales. Here are some indicators of success or failure:

• no. of views
• no. of 3-second views

Consideration

Videos for consideration campaigns inspire interest and deepen the relationship between a brand and its potential customers. Examples include content that demonstrates a brand’s expertise in a certain field. Here are some important metrics:

• clickthrough rate
• average view duration

Decision

Since decision stage is the last stage in the buyer’s journey, these videos are usually placed at the end of the marketing funnel. They’re meant to be that extra push that encourage prospects to take an action. If you notice that viewers are clicking but not taking action, this indicates a disconnect between your marketing efforts and the product or service. Significant metrics are:

• leads / sales
• conversion rate

Source: By Amanda Sellers via HubSpot

Now It’s Your Turn

Have you run any of these videos before? How were the results? Do you have any video marketing tips or strategies?