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Digital Marketing, News & Trends, Public Relations, Social Media - 30 January 2023

The types of video content that every business should be embracing 

How do you know which type of video content your business should embrace? Every business is different and has its own needs to be met but styles can be adapted and tailored to an organisation. We look at the types of video content every business can and should be embracing:

1. Recruitment

With the job market constantly changing and the number of adverts hitting a record high, video content has been introduced as an innovative, creative way to attract new employees. From the factory floor to legal firms, video content can advertise any job that is needed across any industry.

This style of content is a chance to really tell your company’s story. Storytelling is one of the most fundamental aspects of video content. It is what captures the audience’s imagination and inspires. You can attract the right people with the same ideals as your business by using this style.

Videos can boost engagement up to 80% and therefore many companies, no matter their size, are beginning to embrace this content. Job postings with a video have a 34% greater application rate than those without video, with passive candidates hitting 88% on top of that. Viewers also retain 95% of your company’s message through video than they would through text.

2. Product launch

Want to launch a website, an innovative app or a new product that will change the world? Consider a video! Take the success of the Dollar Shave Club as an example – the video they used to promote their razor blades made $4,500 back in 2012, caused their website to temporarily crash due to high traffic and sold over 12,000 razors in a matter of days.

Product launch videos are very effective. First, they introduce the problem, then give the solution (the product!) and benefits before telling the viewers the next step they should take. Pretty simple, but to make yours stand out the video must tick off these five points:

• Be engaging
• Be easy to share
• Tell the customer simply what the product is
• Tell the customer how it works
• Tell the customer why they need it

3. Events

If you’re a business that loves your events, have you ever thought about filming them? Be that in person filming or streaming the events live to popular social media sites, filming your events are a great way to show off all your hard work and bring that content to an audience who would have missed out otherwise.

Around 80% of event organisers have reached a wider audience through filming or streaming their events. With the rise of social media sites like Facebook, YouTube, TikTok and Twitch, live streaming your events couldn’t be easier or more accessible than ever before.

4. Q&A

This type of video is a quick and easy way to build trust and communication between the creator and their audience. It builds a connection between a brand and consumer. Answering common questions about your business, this type of video can easily synergise with recruitment videos, be used on FAQ pages on your website and shared on social media.

If Q&As are a true reflection of the business, this type of video is perfect as audiences will attach themselves to a brand for being honest and transparent.

5. Testimonials

89% of marketers say video testimonials are the most effective content marketing tactic. It’s a great way to highlight and showcase what your business provides, and highlights the clientele you work with.

72% of consumers say that testimonials make them trust a company more and while word of mouth is still a valuable asset, videos can elevate testimonials to the next level and are suitable for sharing on websites, social media and email. What makes a good testimonial video? Let’s break it down into five parts:

• Introduce the client and their pain point
• Reveal the solution to their paint point
• The positive results thanks to the solution
• A personal touch about your business
• A call to action

6. Behind the scenes

A behind the scenes (BTS) video is a way of humanising your company by inviting the camera behind closed doors; a chance to go from a faceless company to a personal one that customers and clients feel is familiar, approachable and friendly.

This is another type where storytelling is a key component. This is your chance to tell your story: the who, what, where, why and how to make your customers feel like they are part of the process with you.

7. Training

The appetite for video training shot up during the pandemic and remains high. Saving money and resources in the long run, you can build a library of up to date videos to show new and existing employees which they can access whenever.

Videos are flexible to work with. If your training module changes, the video can be edited to accommodate those changes. There are many styles of training videos you can use including induction content for new employees, explaining new software, health and safety, customer support and product launch briefings.

These videos need to be engaging and interesting to hold the attention of employees. Videos can also be accessible and inclusive with the addition of subtitles, captions and transcripts.

If you feel your business could embrace and benefit from any of these video opportunities, get in touch with our team today.

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