Seven types of video content to grow your business in 2019 (and beyond!)

By: Mike Haley

Video is huge! How huge? Let’s just put it like this: if your company isn’t using video to engage customers and prospects then chances are you will get left behind. Quickly. In fact, video content is more important—more clickable, more memorable, more popular, more impactful—than any other form of content, online or off. Sound extreme? Let’s consider some numbers:

• 85% of Internet users in the U.S. watch video online.

• More than 500 million people watch videos on Facebook each day.

• 78% of people watch online videos every week and 55% watch them every day.

• In the past 30 days, more video content has been uploaded online than the past 30 years of TV content.

Still not impressed? You’re thinking, “Ok, supposing this is true, what does it mean to my business? And how can it help me?” Fair enough, lets consider a few more numbers from marketers and people just like you.

• 97% of marketers say video has helped increased users understanding of products and services.

• 76% say it helped them increase sales.

• 80% of marketers say video increased dwell time on their website.

• When text and video were both available, 72% more people chose video.

So, are you starting to see the light about video? These numbers are hard to ignore. The good news is, with a little strategy, willpower, and creative execution; you can put video to work for your business without breaking the bank. And there’s seemingly no end to the types of video you can employ to engage customers and prospects: sales promo videos, special offer videos, product videos, “explainer” videos, instructional videos, how-to videos, testimonial videos, on and on. By simply implementing video as a key piece of your ongoing content, it could bring a greater return on investment than any other form of marketing content. Let’s look at seven types of video your company can produce to attract leads, win new customers, and grow your business.

DID YOU KNOW?

“Video is expected to make up more than 80% of all online traffic by 2020, according to Brandlive.”

The Lucky Seven:

Videos That Will Help Your Company Thrive:

Company/Brand Video

In today’s complex marketing world, engagement is the key to success. Brands must connect with customers and establish an emotional tie. And there is no better ice-breaker with your prospective audiences than giving them a snapshot to what your company is all about than a brand video. It allows you to engage and connect with people in a more dynamic, compelling way; letting people not simply know what you do, but who you are.

Testimonial Video

People singing your praises is what it’s all about. Customer testimonials are one of the best ways to build credibility. Having other people extol the virtues of your products and services is golden. But, it does you good to know if people aren’t seeing them—and video testimonials are proven to get more clicks than mere text. Why? Like we said earlier, customers prefer video.

Product Demo Video

Thanks to YouTube, Facebook and other social platforms, product videos have become a go-to source for businesses that want to demonstrate their products. Whether it is informational, demonstrative, or a “how-to,” product videos are much more than a tutorial—they give people a glimpse into the capabilities and benefits of a given product, demonstrating how they solve consumer problems or meet customer needs.

Live Video

In the past two years, live video on social channels has risen dramatically. And with the proliferation of social channels and the ease with which people can now upload live video, this is a trend that is only going to grow—and one brand can leverage to give real-time, slice-of-life, peek-behind-the-curtain insights and perspective. Because of its meteoric success, Facebook Live has become a legit go-to vehicle for brands. It has increased 300% since its rollout, driving more than 32 million daily video views.

Team Video

A good team is often your best resource and a differentiator that sets you apart from the competition. In today’s digitized world, people still like to work with people. In fact, a company’s personality and culture is more important than ever. A team video shows the outside world the real people in your company and creates a sense of trust and credibility that would otherwise go unrecognized. It is also important to show a team that is inspired, integrated, and collaborative with one another.

How-To/Tips Video

In today’s world, customers control the message, not brands. What a brand does or offers is only relevant insofar as it meets a customer need or desire. One thing today’s consumers crave is information that is helpful or useful. Brands that tap into this by providing helpful tips and how-to videos that are benefit-focused establish themselves as trusted thought leaders who can solve consumer problems and make life easier or better.

Event

Many companies will spend a lot of time, money, and effort promoting the lead-up to an event, conference, meeting, or trade show, but do little to promote the event while they are there or after the fact. That’s a big missed opportunity to impress and inform your prospect and customer base. A highlight reel of the event with interviews, dynamic crowd shots, bits of presentations, and customer interaction will go a long way. It’s also a great way to showcase your brand as a leader and key player in your industry.

THE REWARDS OF VIDEO CONTENT ARE SWEET

1) It attracts new prospects

In order to get new customers, you must be found. And one of the best ways to get in front of your target audiences is online—through social media and on your website. Because of advances in technology and an explosion of video-centric social channels like YouTube and Facebook, video has become the leading tactic for reaching new audiences. Not only is it highly “clickable,” it is easily shared, especially via mobile devices, which have changed the way people communicate and share information. And video is central to this experience. In fact, more than half of video content is viewed on mobile. Social channels now serve as sources for news—and all focus on video. The very algorithms that determine what people see in social feeds are now optimized to promote video content, especially live video. Why? Because that is what people want. That’s what your audience expects.

2) It helps you connect with customers

Not only does video get you noticed by catapulting your brand in front of new eyeballs, it helps you engage with these audiences like never before. Video is dynamic. It brings your products and services to life. It helps people experience your brand like never before—and it creates an emotional tie that transcends other marketing tactics. If a picture is a worth a thousand words, then a video is worth a million. It brings an intimacy and level of engagement that your audience craves. Aside from talking to you face-to-face, or visiting your store or company, or taking a test drive, video is the closest thing to being there. It approximates real life experience better than any other form of marketing. And it’s that very authenticity that builds long-term trust with customers.

3) It helps you get to the next level

What good is video if it isn’t positively impacting your bottom line? New customers and increased sales are what it’s all about. That’s what determines the success or failure of any marketing tactic or initiative. At the end of the day, video can deliver a huge return on investment. For instance, online shoppers who view demo videos are 1.8 times more likely to purchase than not purchase (DMB Abode). And including a video on your landing pages can increase conversions by a whopping 80% (EyeView). Perhaps most reassuring of all is a recent survey done by Wyzowl stating 83% of businesses believe that video gives them a good ROI. And video doesn’t have to cost a lot—many of the most successful, viral videos are shot with relatively minimal production to capture authenticity and transparency. So you don’t have to break the bank to see results. The bottom line about video is that it gives you some serious ROI juice by boosting your conversions and sales.