Types of Video Content Every Marketer Should Know About - Part 1
Updated: May 31
Video is growing in popularity and importance, like never before. All market sectors have seen an increase in investment in digital and mobile video advertising, according to the Interactive Advertising Bureau's Video Ad Spend study, done recently.
Video is a highly effective form of content and its popularity has taken off with the spectacular rise of Social Media. Almost all of us consume online videos on a daily basis, so using video as part of your regular digital marketing strategy makes a lot of sense.
You cannot afford to consider video as just one of the pieces of your overall marketing plan. Today it has become centralized to your outreach and campaign efforts and especially to your social media marketing strategy.
According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels.
Moreover the viewers’ mindset has also changed, as far as their expectations are concerned. Nowadays, the simpler and more raw it is, the more authentic the content is perceived to be and that's what really matters to your audience. They do not judge a video by its flawless quality, but the takeaway for them from it.
And video production is more cost-effective than ever, thanks to our smartphones — now you have the option to even shoot in 4K HD video with your smartphone.
But before getting started to shoot your video content, let’s get to know the types of videos that work as killer marketing tools.
Generally, the video content can be categorized in three types:
Awareness : Create a buzz.
Videos in this category typically have high-entertainment value and wide appeal, so they attract as many users as possible.
Engagement : Earn a reaction, whether that’s a like, comment, or shares.
Videos in this category usually play to the viewer’s emotions.
Education : Share with your audience something that enriches them.
If you’re targeting potential customers, you might consider sharing a customer case study. If you’re targeting current customers, it could be a how-to video.
In this first part of our three part mini-series, we’ll go through what types of video content can be created for generating brand awareness.
Types of Brand Awareness Video Content
Roundup videos are curated lists, centered on a theme, such as “The Top 5 Best Marketing Tools” or “6 Art Galleries You Must Visit in Mumbai.”
To make these videos effective, maintain the following features:
Relatively short: Aim for four minutes or less to keep your audience engaged.
Visuals: Avoid speaking to the camera; mix in clips or stills of the people, products, or places you’re describing.
Variety: Allow your viewers a range of topic options so that they keep coming back for more.
This roundup from Time Out featuring 10 of the best rooftop bars in London is a great example of an awareness creating video. It’s concise, informative, and friendly. And viewers will associate Time Out with leisure information, influencing how tens of millions of people go out around the world.
2. Company Culture/ Meet the Team Videos
If you want to introduce your customers with a sense of your organization’s values, mission, and team members etc., a video showcasing your culture or introducing a few team members, could be an apt choice.
These videos assist people understanding why your company is different and helps in strengthening their brand loyalty.
The Walt Disney video on their company culture statement that makes a point about the values they associate themselves with.
3. Behind-the-scenes Videos
People love being in on the behind-the-scenes action. If you have exclusive insight into a process, project, or situation your customers would be interested in, consider making a behind-the-scenes (BTS) video.
These are generally less polished than traditional videos and include lots of raw footage. They work for both B2C and B2B brands.
In this behind-the-scenes video, Reynolds Cycling explains and ensures their audience and consumers that their manufacturing process is of top-notch standards, leading to their reliable quality products.
4. Interview Videos
Even simple interview videos with spotlight on one or two people answering queries can also be an effective marketing video. The interviewee could either be someone that your audience would enjoy hearing from or they already know (an influencer, a famous speaker, an eminent author etc.)
This type of video is excellent for sharing your company’s values while aligning yourself with an interesting or inspiring personality.
In this interview style video, a celebrity influencer talks about his support to an NGO ‘Habitat for Humanity’ that mobilizes funds for providing shelters for the homeless through school children.