You’ve heard the term “a picture is worth a thousand words”- imagine how many words an engaging video is worth! Marketers already know that video content is among the most valuable digital marketing tools available.
According to a recent marketing report, video beat out email, blogging, and infographics as the most used type of marketing content. We anticipate that the demand for video content to continue to grow. So how do you create video content that people will actually want to watch?
Good videos engage viewers by informing them, appealing to their emotions, and building trust. It should make the viewer feel as if they are watching something that was created exclusively for them. How do we know this?
We’ve been creating high level video content for nearly 2 decades and we understand what works and what does not work. While the idea of rolling out fresh, unique videos on a regular basis might sound daunting, it isn’t as complicated as it may seem.
The secret is to figure out what type of content your audience wants to watch – then offering more of that. Here is a run-down of some of the most-watched types of video content to win over your audience.
“How-To” Videos & Tutorials
What better way is there to appeal to an audience than by answering a question and/or offering a solution to their problem? Savvy video marketers know their audience and understand what they value. “How-to” videos provide step-by-step details of how to accomplish a task that their audience values.
Offering this type of content is an excellent way to build long term trust and appreciation with followers. However, we advise that you avoid the temptation to “sell” to viewers, otherwise you risk turning them off. The goal should be earning trust by producing informative tutorials with a laser-focus on helping, not selling.
One-On-One Interview Videos
A video that features a compelling interview with an inspiring person not only offers your audience a unique learning experience, but it helps to establish your brand authority by associating it with a respected thought leader in your industry. There is an art to interviewing and it requires some preparation and doing some homework on your guest.
A successful interviewer is able to guide the guest to discuss relevant issues, industry trends and (if they are willing) share exclusive content or a big announcement for the audience. Some content marketers are able to level up their brand awareness by creating an interview video series. As an added bonus, your guest might be prompted or inspired to amplify your content by sharing the interview with their followers!
Educational webinars are one of the most valuable types of video content for marketers because it offers actionable advice to viewers about the topics that matter to them. It’s also an effective way to establish yourself as an authority in your industry. Webinars tend to be more in-depth than “how-to” video tutorials and are created to educate viewers on specific topics, answer questions and provide facts (think TED Talks).
Speakers often supplement their presentation with visual materials to help the viewer understand the information more clearly. Some examples of successful of webinar formats include:
- Demonstrating a product or service to potential clients or customers.
- Hosting a roundtable discussion with industry experts.
- Hosting a Q & A session to answer consumer queries.
Pulling back the curtain and revealing company culture is one of our favorite video formats to produce because it can truly set a business apart from its competition. The vast majority of people prefer to do business with companies that share their values. A successful behind-the-scenes video is able to forge a connection with customers or clients while putting a human face on the business.
There are multiple directions you can go when creating a company culture video. It can be as simple as a backstage tour of your space, it could feature a “day-in-the-life” of someone at your company, meetings, after-work events, volunteer events, you name it!
Whatever route you choose, remember that the goal is to demonstrate the true character of your company and your brand. This motivates consumers and builds trust, and it can inspire employees and boost morale.
Internet users love product review videos, especially videos that offer objective, helpful information they need to make purchasing decisions. With so many options on the market, viewers want to see what makes a product worth their time and hard-earned dollars. Ad executives have been using this format in television commercials for years, why shouldn’t you?
Consider creating a brief video where you show your product in use and compare it side-by-side with a competitor’s product and let the audience draw their own conclusion (hint: if you do it right, they’ll want your product).
Perhaps product reviews are not applicable to your business. Consider reviewing products or services that are related to your industry but aren’t in direct competition with you. For example, a food company could review different cookware options, or an exercise equipment company could review athletic shoes. By showcasing quality products that are compatible with your own, you’re providing valuable insight that customers will appreciate.
Video Blogs a.k.a. Vlogs
Vlogs could be a great option for you, especially if you are new to video marketing. You may already be creating content for your blog, so rather than writing about a topic, why not speak to your audience about it in your own words? Successful vlogs are authentic and personal. They are not polished or overly produced.
Online influencers, celebrities and entrepreneurs have been vlogging for years. Why? Because it’s a powerful and simple method to establish your unique brand voice and connect with your target audience on a deeper level.
If you’re not using video content to grow your business, your competitors will. Just remember that not all video content has to be complicated or an Emmy Award Winning production (though we could do that for you — our work has received multiple awards, including an Emmy)!
When you are ready to jump into video marketing or take your current strategy to the next level, get in touch with us. The Lime Crane team has the knowledge and the skills to create valuable, authentic, high quality content that people will actually want to watch. Contact us to submit an RFP or call us directly at (404) 822-9922.