What Kind of Content Works Most Effectively in Video Marketing?
by Julie Weishaar
October 29, 2019
What Kind of Content Works Most Effectively in Video Marketing

If you aren’t using video in your marketing, you are missing out on a powerful opportunity to promote your brand.

Video Marketing Strategy

It isn’t new that brands need a video marketing strategy. What has changed is how important video content has become on all channels and platforms.

Video is not just a part of your overall marketing strategy. It now needs to be central to all of your campaigns, social media, and outreach efforts.

Using videos will help you:

  • Boost conversions and sales
  • Improve ROI
  • Build trust
  • Engage your audience
  • Encourage social shares

Undoubtedly, video marketing is one of the newest additions in your promotion toolbox. It works best when it’s integrated into a content marketing program.

What Kind of Content Works Most Effectively in Video?

  • Product or service demonstrations
  • Instructional videos
  • Funny content
  • Unique information
  • Relevant News Stories and Informational Content
  • Events

Demonstrating a Physical Product or Service

People have always liked to try products and services before buying them. That’s why stores often use product demonstrations to sell products.

For example, Costco often gives out samples to shoppers to entice them to buy the product.

It is also why the TV sales channels and call-to-action ads (with hotlines and special buy it here exclusively, or buy it now offers) have always done so well.

It is relatively easy, and inexpensive to record live video footage and to demonstrate a physical product in use.

Similarly, for software products, using high-quality screen grabs and walk-through videos shows the viewer exactly how your product works.

These types of videos let potential customers see what they will be getting when they make a purchase.

Some businesses also effectively integrate the buying actions into the video to reassure the viewer that it is easy and safe to buy their product online.

Instructional Videos

Using step-by-step instructions to show your buyers how to work with your product is easier to do today than at any time in the past.

This is so because of tools like Camtasia, PowerPoint (yep, even PowerPoint can be used to make videos!) and a multitude of other similarly inexpensive and easy-to-use video making templates and software.

However, if you want that professional touch why contact us to see how we can help or advise you with your production.

Funny Content

Recent YouTube history attests to the effectiveness of humor in creating viral content. It is, however, hard to be truly funny in a manner that is appreciated by everyone who watches your video.

Remember that what’s perceived to be funny in one culture may not be so in another. So, unless you are naturally funny, it is probably better to hire an experienced producer (like us).

Unique Content

Your content should be unique, relevant, and different. For example, you could show users how to use a software tool that will help them in their business.

Or, you could show users how to use some aspect of your own products or services that will address a pain point, solve a problem, or answer a question.

Relevant (to your viewers) News Stories and Informational Content

Any new information which may be pertinent to your viewers could serve as the basis for a news story, or a factual, informational content video.

It could be simple statistics about your industry, new products, or services, which you have found useful (not an affiliate sales pitch!). Or new processes which may be helpful to them in their businesses.

Providing this information helps elevate you to the level of a valued resource or expert in your business niche or vertical.

It also associates you and your brand with this expertise in your viewers’ minds.

Live Events Streams

If your business gives courses, live demonstrations, or does webinars regularly, create intro, summary, or full videos of the events themselves.

Live content has a higher perceived value to an audience. This is especially true if you use people considered exceptionally knowledgeable in a field of expertise.

These live events can be made more desirable by using the idea of scarcity, with limited attendance, and a recording of the video made available later to people who sign up to a mailing list.

To learn more about video marketing, contact us. We make video marketing easy.


What Kind of Content Works Most Effectively in Video Marketing?

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