Have you looked at the statistics for online content lately? Here are some numbers worth paying attention to:  

A recent study noted that 86% of marketing professionals have been using video as a marketing tool. Recognizing the potential of video content for business growth, they note that video had a direct impact on their sales and helped drive more traffic to their sites. 

Additionally, 96% of people say that explainer videos help them learn more about a product or service. 88% say they’ve been convinced to make a purchase simply by watching a brand’s video, and 78% say they’ve downloaded a piece of software or an app because they saw a video about it . 

In the same study, the bulk of the audience (73%) also preferred to learn about a product or service by watching a short video—a marked difference from the 11% who prefer a text-based article or post, or the 4% who want to view an infographic.  

In a nutshell, here’s what these statistics are telling you: your content should definitely include videos. 

Video content used to be difficult and complex to produce, but new apps and tools have made it much easier for content marketers to incorporate them into their strategies. If you’re planning to include videos in your overall content marketing plans, pay close attention to these specific types of video content:

1. Instructional Videos

Think of instructional videos as the listicle of visual content. They work well because they break down complex topics and tasks into smaller, bite-sized pieces that are more entertaining and engaging. 

People tend to follow a script when they make instructional videos, which is great—but it can feel a little contrived when you start shooting. We suggest using a script as a guideline for flow and to make sure that you stay on track with your messaging, but try to wing it whenever you can. Your video will be more natural and spontaneous. 

2. Live Video Streaming

Live video usage and engagement has consistently risen since Facebook Live came out, and soon other platforms jumped on the bandwagon. Today, it’s not just Facebook that you can easily stream live directly from the social media app. YouTube, Instagram, Twitch, and TikTok are some of the other popular platforms used. 

Some content ideas to consider? Try a behind-the-scenes live video into your daily operations, unboxing videos, or AMA (ask me anything) live streams.

3. Presentation Videos

TED Talks have grown so much through the years that the channel now has almost 20 million subscribers. The draw of experts sharing interesting insights on various topics and issues from arts to politics is undeniable. 

If you’re trying to build credibility in your niche, presentation videos are a great way to establish your authority. Following the TED Talk formula, you might think it requires extensive production and preparation. But remember, if you’re speaking about something you’re confident you know a lot about and are eager to share unique insights, you can speak directly to the camera comfortably and worry less about production and a script. 

Just be sure to film in a quiet location with an appropriate background. 

4. Animated Videos

Animated videos are perfect for small businesses who want to include video content in their marketing mix but don’t have a lot of time or a large budget.  

But wait, you may ask—doesn’t animation take a lot of time to create?  

Not anymore. If you have the skills to craft a Pixar-level animation, then by all means, do so. But for those who don’t, there are many apps and tools you can use today that simplify the process of creation so you can produce an entertaining and engaging animated film. 

To browse some options, check out this list. But generally, animated videos are great for explainers, especially if you want to highlight a specific product and its key features.  

5. User-Generated Videos

This is a simple way to build engagement from users, especially if you offer a service or service-centric product. You’ll encourage your loyal customers to take videos of themselves using your product or service—whether it’s a review, an explainer, an unboxing, or a simple short-form reel. As an added incentive for sending in their content and you being able to use it, you can offer a discount or a freebie. 

User-generated videos are not only informative, they also demonstrate that your product or service is relevant. They serve as a testimonial to the credibility of your business and show that you have a much-loved product that people actually use. This helps encourage more sales and conversions. 

One last thing to consider…

When you start adding video to your content marketing mix, be sure to edit the video length so they can be easily shared on all your social media networks. Take the time to make sure that the video and its theme fit the platform you intend to publish it on so your audience can really appreciate the content that you’re offering. You can even run contests to compel your followers on these networks to share them and  help promote your videos. 

Don’t miss out on all the opportunities that video content can bring for your business. Given the technology available, you can easily get started and explore what you can do with minimal effort and resources. A solid video strategy behind your brand can really help you stand out and establish your mark in your industry.  

If you want to learn more, reach out to us. Book a consultation or get started with Leadspanda to find out how we can help you. 

For any questions, leave a comment below or check out our LinkedIn or Twitter.