These days, it’s pretty hard to go anywhere online without coming across a video. Just think about the last time you scrolled through Instagram, Facebook, or Twitter and paused on a post. It was probably a video that caught your attention, right?
From long-form how-to videos to quick-bite TikToks, online users love consuming different types of videos and the numbers don’t lie. Videos get more engagement than text or image posts on almost every social platform, which means that creating videos is one of the best ways to get your content seen. Plus, consumers are now watching more videos than ever before. Experts predict that the average person will spend 100 minutes every day watching online videos this year. That adds up to almost 26 days a year, just watching videos.
Even if you already know the impact that video content can have on your marketing efforts, it can be tricky to know which types of videos you should make or how you can maximize the impact of your actions.
That’s why in this post, we’ll go over:
Whether you’re already creating videos as a part of your marketing strategy or are new to the game, this post will give you the guidance and insight you need to take your video marketing strategy to the next level.
So we all know that videos reign supreme across most online channels, but let’s dive into how and why video marketing does such a fantastic job at grabbing people’s attention and driving key actions. We can see that video supports three key stages of brand development: differentiation, retention and growth.
Studies show that 54% of consumers want to see more video content from a brand or business they support, and to meet the demand, brands of all sizes need to create different types of videos to compete.
Fortunately, there are a ton of ways that companies can use video to stand out and make a memorable impression on their audiences. Since you can incorporate many different elements into video content — such as animation, motion design, costuming, music and more — brands have more room to express themselves and show their personality.
Video is an emotionally impactful medium. With video, brands can communicate non-verbal cues like body language, facial expressions and tone of voice in a way that blog posts or static images alone can’t do, which can be a powerful retention tool.
Consumers can put ‘a face to the name,’ which helps humanize and personalize your brand experience and inspires people to support your brand for the long haul, turning casual followers into highly-engaged brand advocates.
Many companies are seeing that investing in video marketing doesn’t just boost engagement on their social media channels and website — it’s also great for their bottom line. 93% of companies claim they got a new customer because of their video content on social media. 63% of businesses say that video gets the best ROI on social media.
The key is to use video as an extension of your brand. When you know what you stand for, how you communicate, and who you want to reach, then you can create scroll-stopping video content that can turbocharge your business’ growth.
Before you fire up that DSLR or open up your phone’s camera, you need to know what you ultimately want to achieve with your video content, as different types of marketing videos are more suited for different goals.
These are types of videos that will help you get on your customers’ radar. Generally, these kinds of videos need to be attention-grabbing, memorable, shareable and highly original. Any kind of ‘viral video’ would fall into this category.
These videos should spark a reaction, such as a like, comment or share. Videos in this category usually have some kind of emotional element to inspire people to engage, such as an interesting behind-the-scenes video or thought-provoking interview.
This category is pretty self-explanatory: these kinds of videos should teach your audience something. If you’re looking to engage potential customers, a customer case study can offer more insight into business’ impact. For current customers, a how-to video can help them better understand how to leverage your offer.
Some other key things you should keep in mind:
Need a little inspiration? We’ve rounded up 14 different types of marketing videos that you can try out in 2021 and beyond.
Company culture videos highlight the human side of your brand. They should show your audience what work life is like at your company, amplifying the people and initiatives that make your company great.
Traditional culture videos often feature a few in-person interviews with staff members, mixed with some b-roll of people working, having fun in the office or at an offsite. But why not have fun with it and try something a little different? For example, you could have your team record themselves singing a popular song over Zoom or use puppets as Dropbox did.
Interview or Q&A are types of videos that answer your audience’s most pressing questions. You could sit down with a thought leader, customer or team member for an on-screen chat or produce a solo video where a team member answers questions that people have submitted ahead of time. You can also record your interview in advance or conduct it live and publish the recording on your social media channels or videos.
Interview videos are a great way to help your audience feel seen and heard. They can also help you build brand awareness and authority by aligning your company with a notable thought leader or personality. We love how Dubsado created an interview series on Instagram Live called ‘Tea Time with Becca’ and then posted the videos to their IGTV channel afterward.
These are ‘show-and-tell’ videos that highlight a particular feature of your product or service. They can be useful for educating potential customers and helping them learn more about what you do. With a feature/product video, the production value is critical. Since these types of videos should convert prospects, you want to make sure they look professional and polished.
See how Salesforce uses feature/product video to showcase their new Vaccine Cloud service. While it’s essentially a screen share, the editing, music and voice-over add a level of professionalism that makes the video pop.
Explainer videos should clearly articulate what your company does to people who may be unfamiliar with your brand. A good explainer should describe the problem your company is solving, who you help, and how it works in a way that makes your viewers want to learn more.
This explainer video from Okta is a home run. The company produces a pretty technical solution (enterprise-grade, identity management service). Still, the video successfully breaks down what they do and adds a little humor to the mix.
Most social platforms now give users the ability to create live streaming videos, which are great for engaging with your audience in real-time. You can use live video for company announcements, interviews and Q&As, and even webinars.
Shopify used live video to host a virtual panel with notable Black professionals. The live format brings an added level of excitement and urgency to the viewing experience, with the bonus of having a recording that Shopify followers can watch and re-watch whenever they want.
Have limited and time and resources? Get your followers to produce content for your brand by encouraging them to create videos using your product. You can hold a contest to have your followers submit videos to answer, reach out to influencers or reshare or repurpose videos your fans have posted organically (with their consent, of course!).
This video from Glossier’s Instagram is an excellent example of user-generated content. The video shows a real-life customer using their product, but the fun concept (“things to do while masking”) adds a touch of quirkiness that aligns with the company’s youthful brand.
Creating videos from your company events can be a great way to show off your company’s personality or bring awareness to your most important initiatives. You can create videos from your events or ones you attend. You can also record and edit together recap videos or live stream your event on Facebook, Instagram or YouTube live.
Webinars are an old marketing standby, but these types of videos are still a super effective way to educate your audience on topics that matter to them. They’re also a great tool for converting your audience from your free trials or content into your paid offers.
Webinars are typically a slide deck presentation presented over a video call (check out the example from Planoly below). However, you can also create webinars where you review a product with some existing customers or do a roundtable panel discussion with several thought leaders in your niche.
A how-to or tutorial style video walks your viewers through a process or answers a common question that’s relevant to your product or service. These educational marketing videos are great for building trust and credibility as they help you position your brand as a helpful resource.
Hubspot created a how-to IGTV video on how to turn empty traffic into leads. Its clear step-by-step format, simple graphics and easy-to-read captions make a somewhat overwhelming topic like content marketing extremely digestible.
Like how brands create original content for their blog, you can do the same on a platform like YouTube. The approach here is to take a topic that aligns with your brand and existing content strategy, and instead of making a traditional post, record a video!
Hot tip: you can take your existing blog content that is performing well and turn that into a script for your video, which is what Looka did with their video on creating a creative name for your business.
Explainers and how-to videos are great for showing your audience what you do, but case studies illustrate your company’s value, answering the question that every customer has before making a purchase: ‘Will this offer deliver on its promise?’
Case study videos are typically interviews or Q&As. Still, we love how this video from Flixel Photos also includes beautiful shots of the customer’s products and infographics to highlight the company’s impact. It doesn’t just present facts and figures — it tells a story.
Did you know that 80% of online shoppers are more likely to buy from a company that offers a personalized experience? Creating personalized videos for your customers can help that you genuinely care about them and want them to succeed.
This video from Vidyard explains what personalized videos are, how to create an awesome one and shares some examples of compelling personalized videos.
Instagram Reels and TikToks are short-form videos that often incorporate transitions, captions and video effects. They’re fun, creative videos that usually pack a lot of entertainment value into a minute or less.
Although original creative video concepts can get a lot of engagement, the top-performing TikToks and Reels often riff on a trending song, format or trend. For example, this Reel from WeWork uses a fun rotating-style transition and a popular song to show off one of their coworking spaces and highlight their staff.
These types of quick eye-catching videos also tend to work well as social ads! If you're looking for expert tips on ad design, we've got a guide for that.
Not only do video ads get more clicks than image ads, but they also give marketers more creative freedom to show off a brand’s personality and connect emotionally with an audience. Leveraging animated illustrations also seems to be a hot trend in social ads right now!
To create ads that attract, engage and convert, think mobile-first, make sure you produce ads that work without sound — 85% of Facebook videos are watched on mute — and make the first three seconds of your ad count.
Videos can play a valuable role during every stage of your marketing funnel — from attracting new leads with captivating video ads, to turning them into paying customers. They can also be a ton of fun to make, so get creative! Just don’t forget why you’re creating them and what impact you want these videos to make on your business.
Regularly test, track and optimize your videos’ performance so you can get the biggest bang for your video marketing buck. Video is a great opportunity to build up your brand and make real connections with your audience, so go out there and start creating! All you really need is a cellphone and an idea. If you want to amp those videos up to professional level quality (you know, with things like animated illustrations and clever transitions), Superside has you covered.
Cassandra King is Superside's Sr. Content Marketing Manager. She’s a road trip aficionado, advocate for all things glitter, and can usually be found with a camera (or snacks) in hand. Find her on IG @casssandra.king.
We sat down with Bill Macaitis, former Slack CMO, to chat about what it takes to success with ad design. Hear his tips and more in this Q&A style interview!