Video is currently the most engaging type of content and this poses its own issue in terms of making yours stand out from the rest. According to the Wyzowl Video Marketing Statistics 2020 Survey, 85% of businesses used video as a marketing tool compared to 61% in 2016. Algorithms give video preferential treatment over any other type of content, meaning a video will always show first.
Additionally, we have seen phenomenal growth in a platform solely dedicated to video – TikTok – which further indicates the direction of content consumption across all digital mediums. With this in mind, it is impossible to ignore the necessity of video in your content marketing strategy. However, like any marketing activity, just because everyone else is doing it, is not good enough reason to follow.
Creating good video content that captures your audience and gives you longevity in the eyes of your customer should be the overall objective. An off the cuff captured piece of humorous video content can give you a quick short term viral boost, but you’re never going to host it on your website to showcase your business proposition or use at an event, etc.
Good video content will always require some degree of an investment, whether that is in terms of commissioning a professional agency or if you may decide to invest in equipment and editing tools internally. Therefore, again the objective for the video content you require needs to be well thought through.
What are the options
The most commonly-created types of video are explainer videos (72%), presentation videos (49%), testimonial videos (48%) sales videos (42%), and video ads (42%).
Video content which can be shared across multiple channels is very useful, but the content needs to be relevant to the audience and message you wish to portray, so any of the above mentioned types can be relevant; depending on the requirement. It is worth remembering that video can also be used in more traditional ways; screening at events, setting the tone when opening conferences, and so on.
- Explainer videos – really useful for demonstrating how to use a product or how a service works. These can help eliminate call outs or lengthy ‘difficult to explain’ phone conversations.
- Presentation videos – used very effectively at conferences and events to set the tone and capture the audience present.
- Testimonial videos – good to demonstrate how the product or service has worked in reality and amplifying the experience of using the product or service.
- Sales videos – to demonstrate the key benefits of purchasing a product or service.
- Video ads – used in any form of advertising but generally shorter than most other forms.
Whilst the above are more mainstream types of video content, just about anything can be put into video. A new member to the team can introduce themselves via video, product demos can be given via video link – especially relevant while social distancing remains the norm.