If you’ve already seen our video about how to make engaging video content, you’ll know that the type of content you make is extremely important depending on your target audience and what you’d like to achieve from it.
Today we’re talking about 6 of the most common types of video content we produce and why they’re important.
Number 1 is product videos. If you have a tangible product, the best way to show potential customers that product online is to show them a video of it. The product could be shot in a studio with text overlays highlighting the unique selling points or it could be shot out and about and in use by someone. The importance of product videos? Addressing pain points. Every product solves a problem of some sort, and if you can show it solving that problem in practise, you’re onto a winner.
Number 2 is video testimonials. I think it’s safe to say that everyone is a little suspicious of online reviews. You never quite know if they’re made up or not. The beauty of video testimonials is that you can show that customer using your product or service and speaking about how wonderful it is. This reassures other potential customers which makes them more likely to convert. It’s a no brainer really…
Number 3 – Promotional videos. Now ‘promotional video’ is a rather ambiguous, broad term but in this context we mean promoting a service. Very much like a product video, showing a service in action and calling out the unique selling points of that service is a great way to address pain points and showcase how you can help solve them.
Number 4 is short form content for digital ads. Digital ads could include paid social media campaigns, content on out of home digital billboards or video on demand platforms. Often these short videos may be based on a simultaneous stills campaign and be extremely simple to exploit online algorithms, or they may be snippets from a larger project. It’s becoming more and more popular to use video content on these paid platforms because they’re eye-catching and you generally have good control over who sees them.
Number 5; brand films. Brand films have become more and more popular, with thanks to the likes of the John Lewis Christmas ads. This content is all about storytelling and aligning that narrative with the lifestyles of your potential customers. They tend to be highly cinematic and extremely share-worthy resulting in a great return on investment despite the higher costs involved in producing them.
Finally number 6 is event coverage. Event coverage is the bread and butter of many video producers and involves attending events to document what happens. There are a number of reasons for this, one may be to add value to the people who have paid to attend the event. Another reason might be to help promote an upcoming event which might not even be until the following year. Many organisations also use it as an opportunity to share the event with stakeholders, funding bodies and anyone else who may not necessarily attend but have a vested interest.
So there you go – 6 different types of video content you could be using to help grow your business. If you have a video project you’d like to discuss with us, please feel free to get in touch and we’ll be happy to help!
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