media update’s Taylor Goodman is here to unpack what types of video content stand out to users and how brands can utilise them. 

Video content has taken 2020 by storm, and with the average person estimated to spend 100 minutes every day watching online videos by 2021, it looks like this medium shows no signs of dying out any time soon. 

Despite its efficiency, video is often seen as an intimidating prospect by marketers because they think it can be quite the task to execute. This leads to many choosing to utilise more traditional types of content, like blogs or whitepapers, in its place.  

Going with the safe option out of unfamiliarity should not be the marketer's default setting; all it takes to produce a high-quality video is familiarising yourself with the content. 

When done right, video can help businesses to create brand awareness, attract customers and encourage purchasing behaviour.  

It is clear that video is popular but some types are more engaging than others. Knowing the difference between them may be what makes or breaks your content marketing strategy. 

With that in mind, let’s take a look at three of the most effective types of content for reaching your audience:

1. Short-form video

In the digital age, consumers are constantly on the move. This makes short-form videos like animations, short Youtube clips or TikToks majorly appealing to the consumer on-the-go. 

According to Deloitte, “40% of Americans spend more than one hour per week watching short-form video clips on social media.” Additionally, the short-form video app TikTok has amassed 800 million active users worldwide. 

These stats prove that users are loving short videos. But how can brands take advantage of this? 

Well, a great place to start is by putting themselves out there on platforms like Instagram and TikTok. As short-form video thrives here, these apps also make it easy to create this type of content. 

Take Instagram stories for example. Here, brands can create short and fun ‘Boomerangs’ that animate their video to play on a loop — all you need to do is press play! On TikTok, brands can also shoot videos (usually 15 seconds in length) and set it to music. The app also makes it easy to trim clips and add fun effects. 

This is a simple yet effective way to showcase new products or give your audience insight into your daily operations. 

This is an advantageous way for businesses to dip their toes into the world of video, without having to worry about editing lengthy clips. 

2. Webinars 

Ah, the trusty webinar. This is a tried and tested way that businesses can build brand awareness, better relationships with their audience and convert leads to sales. 

2020 has seen webinars become ‘the new normal’ or a way that brands can host an event that sticks to social distancing protocols. 

Aside from fitting so well into these trying times, webinars are also fairly simple to set up. All you need is webinar software, which serves as the platform where the webinar will take place, and some insightful presenters.  

Although it may come as no surprise that webinars feature on this list, this doesn’t mean one should overlook these multiple ways in which it can benefit a business:
  • Establish your brand as industry experts: Hosting a webinar is a great way for your business to establish itself as an authority in your field as you will be able to include insightful and valuable information for your audience. 
  • Build authenticity: Hosting a webinar is a great way for businesses to put a face behind their brand. This is an effective way for representatives of your business to introduce your brand to your target audience, stakeholders, clients and prospective customers. 
  • Expand your reach: Webinars are accessible globally, meaning that your brand can market to anyone. This gives your business the potential to grow its reach as it can tap into different global markets. 
  • Better understand your audience: Running a poll or Q&A session after your webinar can offer valuable insight into what your customers are looking for or ways that you can improve your product / service, and
  • Generate sales: As noted above, webinars are a great way for you to get insight into your audience. This insight can then be used to build up leads and contacts.

3. Live streams

Live streams seem to be the new kid on the block — one that is making a serious name for itself.

Since launching in 2015, there has been a 330% increase in the number of searches for terms like ‘Facebook live stream’, proving that this form of video content is gaining traction — fast.  

This is further emphasised by Techjury, which reports that “80% of consumers prefer to watch live videos from a brand than read a blog.” This circles back to the accessibility and the ease at which consumers can enter a live stream as opposed to sitting down and reading a blog — something that will take significantly more time and concentration. 

Whether brands are taking to live-streaming for an exciting announcement or to stream an event, it is appealing to consumers because of a little phenomenon called FOMO (fear of missing out). 

Live videos create an air of suspense for consumers as they click on a stream while not knowing what is going to happen. This also prevents them from scrolling past because they don’t want to miss anything. 

Will you be using video content in 2021? Be sure to let us know in the comments section below.

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Now that you know the different types of video out there, it’s time to up your knowledge game with these Five tips for creating great video content.
*Image courtesy of Vecteezy