As consumers, our time spent on virtual platforms continues to grow. Not surprisingly, video has become an essential tool for garnering marketplace attention. With 92 percent of marketers saying that video is an important part of their marketing strategy, the types and functions of video marketing have evolved. Further, marketers using video grow revenue 49 percent faster than non-video users. Have you incorporated video into your marketing strategy yet? If not, consider these types to reinforce your brand and generate engagement in the marketplace.

Eight Video Categories

1. Brand videos. Brand videos typically are a part of a larger advertising campaign. Companies use them to introduce audiences to their vision, mission and culture. These short-form videos focus on building brand awareness and attracting your target audience. Brand videos reflect the high-level “who,” “what” and “why” of your company. They simply and succinctly show viewers what your brand is all about.  

2. Product demo videos. Demonstrations have been around for as long as people have been selling, but you can’t always be there in person to describe and show how your product works. Especially in our digitally connected marketplace, video is a powerful tool to share in-depth demos that showcases your products in action. Video provides real-world examples of how they solve problems.

3. Interviews and podcast videos. Interviews are among the best methods to build rapport and get a good sense of who the individuals are behind your brand. Natural conversations are an excellent way to gain insights, share information and build trust. Podcasts attract 104 million listeners every month, and the numbers are continuing to grow. Whether brands produce their own interviews or participate in interviews with other industry and media leaders, they can utilize video to share thought leadership, increase visibility, enhance credibility and reach new audiences.

4. Event videos. In recent years, and especially as a result of the COVID-19 pandemic, we have seen significant changes in the way industry, educational and networking events occur. In some cases, video and digital materials replaced the content that otherwise would have been shared in person. Event videos can include recorded portions from conferences, panels, fundraisers, interviews or speaker presentations. Typically, event videos share the highlights of an in-person experience in shortened, consumable lengths. They also can capture the event in its entirety.

5. Livestream videos. Similar to virtual events, livestream video saw a significant rise when in-person interactions were limited. Live videos can integrate with events or to showcase company culture, thought leader insights, or products and promotions. Viewers spend up to 8.1 times longer watching live video than with video on demand. They’re great for long-form or more casual content. Livestream videos help brands engage directly with audiences through functions like chat, polls, links, social media posts or Q&A. Live streaming options include familiar platforms like YouTube, Facebook and LinkedIn, which your audiences likely already frequent.

6. Educational and how-to videos. Customer-centric videos that focus on addressing the challenges of your target market can be among the most effective ways to connect meaningfully with prospects, clients, stakeholders and partners. Create educational or how-to videos that provide valuable and actionable insights to assist audiences in resolving their issues. Further, these solutions-focused videos help position your company as an expert and guide viable leads into the sales funnel.

7. Case study and testimonial videos. Customer testimonials have the highest effectiveness rating for content marketing at 89 percent. “The single most powerful tool for business owners is what your customers have to say, not what you have to say,” says Mike Waltz, CEO of Loyalty Vidz. “More than 90 percent of consumers say their buying decisions are now influenced by reviews,” Waltz advises. “It represents this shift in the way consumers digest information, and it represents a new way to build consumer trust and affinity.” Use video to emphasize what your products can do, highlight what clients have to say about working with your company and help prospective customers make a positive buying decision.

8. Personalized message videos. An often-underutilized form of video, personalized messages are a great way to grab the attention of the individual for which the video is intended. It helps you connect meaningfully with your current clients, potential prospects and others in your network. Whether answering a question, providing well wishes or congratulations, or simply using a video introduction to put a face to the name, personalized videos go that extra step to engage with others and humanize your brand.

Seeking Connection

In today’s fast-paced world, it’s more difficult than ever to make your brand stand out from the crowd. While video marketing isn’t new, it’s not just for the big brands anymore. As one of the most versatile, affordable and engaging marketing tools available, video creates a meaningful and positive connection with your target audiences. Video adds another level of value to your marketing communications by leveraging multimedia elements and humanizing your brand. Whether you use just one of these video modes or all, when combined with your other initiatives, videos are a powerful marketing resource.