media update’s Taylor Goodman is here to take you through some of the different types of video content that will boost your brand. 

Video has revolutionised the relationship between marketers and consumers, but the business environment has always been cutthroat, and it still is. This is because everyone is competing to have the most engaging and shareable content out there, which is why it’s vital to stand out from the crowd.

Integrating video into your marketing strategy can be beneficial for consumers and businesses alike. According to Hubspot more than 50% of consumers want to see videos from brands, over any other sort of content. 

So why do consumers demand more video content?

Well, video content is convenient and easily absorbed, which allows customers to like, comment and share it with their friends or family a lot faster. 

It also benefits your brand because it provides you with actionable insights into how your content is performing.This gives you insight into meaningful actions you can take based on the data and analytics you collect from your content.

Aside from video being cost-effective and easy to consume, utilising video is beneficial for businesses because it allows them to connect with their audience in an authentic way. 
                      
Video can also increase brand awareness, which often results in a larger organic reach. This is because of the ease of which this content can be shared online.

Now that you know why ‘video is king’, let’s take a look at what type of video content will be best for your brand:

1. Vlogging

A vlog is not the natural first choice for brands when devising a marketing strategy, but it should be. 

Vlogs essentially offer the same information that a blog would, but they are video-based. 

However, many consider them to be more effective than blogs because they cater to the consumer’s audio and visual senses, opening the door for an immersive brand experience.

You’re probably used to watching vlogs on a variety of different topics, but rarely business. This is the beauty of the medium; it’s versatile and open, and allows for new opportunities — if you choose to take them. 

Your brand can post videos on anything from company updates (such as an introduction to new staff or a discussion of future plans) to storytelling, where you discuss the background of your brand. This is also a great way to humanise your business, and it’s already well known that consumers want to experience the brand’s human side. 

Now, what do you need to produce high-quality vlog content?

Not much — another one of the many benefits of producing video content. You don’t even need a production team behind you for it to be appealing. 

All you require is a good-quality camera, a microphone, suitable lighting and good presentation skills, which are essential for a high-quality vlog.

Here are some quick tips that will amp up your presentation skills: 
  • Introduce yourself: start your video off with a quick greeting and summary of what you will be discussing in your video.
  • Look presentable: as you are representing your business and your own personal brand when making a video it is best to dress professionally and be well-groomed.
  • Make regular eye contact: It is beneficial to refer back to notes when filming a video but to not come across as scripted it is recommended that you make frequent eye contact with the camera.

2. Webinars

With people incorporating social distancing and remote working, webinars have become more prevalent as people are making use of technology to work from anywhere in the world. 

A webinar is a type of virtual event that utilises video conferencing to connect attendees all around the world to participate and listen as one or more speakers present the content. 

The benefits of a webinar for your brand are plentiful, and one of its biggest selling points is its flexibility. Your business is able to expand its reach as a webinar is not limited to a physical location, which also increases participation amongst your audience. 

This is a cost-effective and contact-free way for your business to promote products or discuss campaigns that you’re running. Also, because you are not paying for cost-per-head, your business also has the opportunity to maximise return on investment (ROI). 

Here are a few tools that your brand can utilise in order to make planning your webinar a piece of cake: 

Hopin

Hopin is an all-encompassing virtual conferencing app. The app facilitates breakout sessions, a mainstage, and networking events within the virtual sphere. Users are able to ask questions via ‘live chat’ and mingle with other attendees with ‘connect’. 

Whova

Whova’s selling point is that it creates a platform for your virtual event to be highly interactive. The app merges with live-streaming and video conferencing tools like Zoom, Youtube and Google Hangouts, increasing shareability. Users are also able to engage in Q&As, meet-ups and discussion boards. 

Run the world 

Similar to the other platforms, Run the world facilitates interaction between your brand and consumers with ease. 

The app offers a unique cocktail party option where an algorithm matches attendees with similar individuals based on questionnaires they fill out prior to the event. 

3. Interviews

Interviews are a goldmine for informative and engaging video content. Integrating interviews into your marketing strategy positions your brand to facilitate discussions with industry experts, building your brand authority in the process. 

A good interview should include comprehensive and thought-inducing questions, but should not come across as scripted. 

Topics you can discuss in the interview can range anywhere from touching on hot topics and trends to revealing exclusive news. Just always ensure that the questions asked are relevant to your industry. 

By having a free-flowing and information-filled chat with an authoritative personality in your industry, you portray yourself as an authentic and trustworthy brand that aims to educate your audience instead of just shoving products down their throat. 

Consumers are a lot smarter than most brands would like to give them credit for; therefore, if your video content is informative, entertaining and relevant, you’ve basically got it made.

What kind of video content is your favourite? Be sure to let us know in the comments section below.

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Want to learn more about hosting a successful virtual event? Be sure to check out How to nail your next virtual event here.
*Image courtesy of Pixabay