With the growing of online popular video content and easier access to web portals, where video content can be viewed by virtually any web user, companies have also greatly adapted communication with their customers and focused on producing quality video content. Virtually every company has recently developed its own video content for the purposes of advertising, social media marketing, presentation, and presentation of video tutorials for a particular product or service.
Why Is Popular Video Content Marketing Important?
The demand for online video is blowing up. Google reports that 60% of American consumers would rather watch video over live TV.
This same Google report found that, since 2015, consumers aged 18-49 are spending 74% more time on YouTube.
Not surprisingly, people that work in the digital marketing field are tapping into this trend.
Even today, lots of companies are going “all-in” with video marketing. Buffer reports that 24% of businesses publish a new video every week.
Choose a Platform
Your first step is to figure out WHERE you’re going to publish your video content.
For example, here are some of the most popular video platforms that you can publish on:
- Instagram stories
So before you pick out a camera or choose a topic for your first video, you need to figure out what platform your video will end up on.
Top 10 Popular Video Content
Informative interviews or Q&As are a great way to engage your audience and answer their burning questions. Sit down with a thought leader, customer, or team member for an on-screen chat. You can prepare questions in advance, interview-style, or gather questions from your fans.
A Q&A format also works well for solo videos where you speak directly to your followers and answer questions they’ve submitted. You can record beforehand or try going live.
2. Vlog as video content
Blogs are great. Vlogs, or video blogs, are much better.
Most companies pump the brakes on video marketing after they splurge on a polished “brand introduction” video. Sure, it looks great on a landing page and does the rounds on social media, but when it fails to deliver a flood of new business, the appeal of video content wears off, along with the ROI.
What you need to realize is that not all video content has to be an Oscar-worthy production. Vlogs offer your brand a cost-effective platform to establish a unique brand voice and personable image that resonates with your target market.
It’s cheap and easy to shoot a short vlog, off-the-cuff, with nothing more than your smartphone or webcam, and maybe a basic script jotted down on the back of a napkin. This authentic approach gives your video content a relatable, human quality, instead of a super-slick, corporate production. Total cost? One cup of coffee.
One of the best types of video content for vlogging is the simple concept of sharing your day at work.
YouTube celebrities, athletes and influential entrepreneurs have been doing this for years. Why? Because it’s incredibly powerful for building strong, transparent, lasting relationships with your audience.
Essentially, all you have to do is document your journey to success through your vlog, showing your followers what you do and how you do it.
3. One of Popular Video Content: Behind the scenes
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 usually less polished than traditional videos and incorporate lots of raw footage.
These types of videos offer an immersive experience, pulling back the curtain on your business to allow customers and potential customers to forge a connection with your brand.
Viewers will put faces to the names of your team, including C-suite members. Your followers can see the design of your office, how you dress for work, what your personalities are like, and how your team interacts with each other.
You can create different types of culture videos, such as office pranks, brainstorming sessions or after-work events. Whichever route you go, remember that the goal is to demonstrate the character of your team and the environment of your workplace.
4. Thought Leadership Videos
This type of video is perfect for the awareness stage of the customer journey – a time when your audience still doesn’t realize that they need your product or service.
At this stage, thought leadership videos can help build awareness around your brand and position you as an expert in your field. They’re meant to educate and inspire your audience.
The great thing about thought leadership videos is the many ways you can go about creating them and bringing value: you can share some interesting facts or tips, create a webinar, and a lot more.
When creating thought leadership videos, the most important thing is to start with research and know exactly what your audience needs and what questions they want you to answer.
For that, you can look at your analytics. You can also find your most popular content and repurpose it into a video.
5. Video emails As a Popular Video Content
Marketers aren’t the only ones using video to hit their numbers — salespeople are, too. Surely you’ve gotten several video emails in the past six months. It’s hard to ignore a message titled “Hey, made a video for you,” especially when the other ones in your inbox are your standard work messages.
An effective sales email video is around one minute long. Introduce yourself, explain why you’re reaching out, and ask for a quick call to “talk about their goals for [insert relevant strategy or department here].”
Google+ may be dead, but its legacy lives on.
The search giant’s foray into social networking never quite got off the ground before its eventual closure in early 2019. However, the platform birthed Google Hangouts, which is a fantastic, user-friendly way to host webinars:
People attend virtual webinars as an easy way to learn from you and your guests about the topics that matter to them. Better yet, webinars are an excellent tool to promote with paid ads. You can use Facebook ads to drive sign-ups for your webinar, then leverage that traffic to generate more leads and, eventually, make more sales from your product or service. It’s a win-win!
If you’re new to the game, you can think of webinars as a free live event, which you set up with some simple calendar invites. Google Calendar is perfect for this, and you don’t need an elaborate script to run a webinar.
You can try out different types of video in your webinar, such as:
- Hosting an FAQ section to answer consumer queries.
- Reviewing a product with some existing customers.
- Doing a roundtable panel discussion with several gurus in your niche.
You don’t need to produce webinars that often to have an impact, either. Whereas vlogs are regular, possibly even daily, productions, you can generate a decent ROI with a weekly or monthly webinar.
7. How-to/ Explainer
A how-to video/explainer walks your viewers through a process or answers a common question. They’re great for building brand credibility and getting your audience to trust you.
In this video, a Squarespace employee lays out the differences between a domain and web hosting. Squarespace happens to provide both — so anyone who watches this video is probably a good customer.
To make your first how-to/explainer video, come up with a list of questions your buyers usually have. Therefore Pick one that’s relatively straightforward and shoot a short video explaining it.
8. Product Review
A product review is among the most helpful types of video content, especially for consumers who are in the consideration phase of the customer journey.
Product review videos work best when you have already established some trust with your audience. By reviewing products, you can answer common questions, dispel doubts and show viewers the unique benefits that your product offers. This gives prospects all the information they need to make purchasing decisions.
This example by Nine Line is only 30 seconds long, but it gets the brand message and product benefits across loud and clear – without using a single word:
Some marketers may think that product review videos like this won’t work for their business, because they operate a B2B model that only has one product, like a SaaS company.
But that doesn’t mean you can’t do product reviews of related products or services that aren’t in direct competition to you. For example, Peloton (an exercise equipment company) could review running shoes. By referring quality products that are compatible with your own, you enhance the customer experience of your products and services, effectively adding to customer satisfaction.
9. Popular Video Content: Events
Tap into your followers’ FOMO by posting video from your own events, or events that you attend. Also you can record and edit together recaps, or try live streaming using Facebook Live, Twitter’s built-in Periscope functionality, or Instagram Live.
Consumer reviews are generally trusted more than manufacturer descriptions. They’re also one of the best ways to provide your audience with the social proof they need to make the final decision.
So, reach out to a few past and current customers who are especially happy with your product or service and ask them to record a short video for you. Most will be honored to help out.
To make it easier for them to create the video and to make sure you get a great testimony, give them a few questions to answer. Questions like:
- What was your main concern when buying the product or service?
- Or, what results did you get?
- What did you like most about the product or service?
- Maybe, what would you say to potential customers who are still not sure if this is the best option?
Once you’ve collected a few great video testimonials, you can use them on your website or on a sales page promoting a specific product or service. You can even share them on social media.
The key is to make your potential customers see themselves and their problems in these testimonials. Also they have to believe that your product can help them like it has helped your customer from the tutorial.
Video is a powerful tool that can help you build awareness around your brand, nurture relationships, and turn conversation into conversions. So, how about you? What type of videos will you create? Which do you find most effective?