Engaging Types of Video Content That Every Business Should Use


In 2020, consumers are watching more video content than ever before.

Over the past few years, content marketing has undergone a huge transformation, and video has emerged front-and-centre. Now, it’s arguably the most effective strategy you can use to connect with your audience. Especially in the age of mobile marketing, many smartphone users find engaging types of video content difficult to resist.

Undoubtedly, video marketing should be one of the newest additions to your promotion toolbox.

However, you might still have your doubts. Is it really worth to consider using videos for promoting your business? Do you have enough resources to create and use video content in your marketing?

The answer is simple: Yes, it’s worth it. Not only because everyone’s doing it but because the video is one of the most versatile and profitable digital marketing tools out there.


In this article, we’ll explore these engaging types of video marketing, giving you the insights you need to build brand awareness, captivate customers, and influence people to take action.

1. Behind-the-Scenes/Company Culture

We all know the importance of consistency in branding. Your voice should reflect in every aspect of your social media content—from your posts and responses to linked articles. That’s how you show your audience who you are and what you value.

Show the human side of your company, connect on an emotional level with your viewers, and let the personality of your company employees shine through a culture video. You can include slice-of-life employee interviews or team-building days and everything in between. There’s no formula for this one, but lots of room for creativity.

If you have an interesting process behind the development, manufacturing, or distribution of your good or service, show it! Your audience will love to see the craft that goes into what you make. This is especially great for artists of all sorts. Show how you handcraft each individual product or how you source your ingredients. The more you can involve your customers in your process, the more invested they will be in your product or service.

These types of videos offer an immersive experience, pulling back the curtain on your business to allow customers and potential customers to forge a connection with your brand.



2. Interview/Q&A 

Interview videos are perfect for building brand authority for a few reasons:

  • Q&A video allows you to align your brand with a thought leader or an inspiring person.
  • It will help you establish authority with input from a respected voice.
  • It will give your audience an intimate 1-to-1 experience, where someone in your business or market space answers hard-hitting questions.

What’s great about interview videos is that you can rapidly create a series with different guests, leveraging their knowledge to power your content marketing.

The more you do, the more credibility you gain through brand association. Furthermore, the interviewees may share the videos through their channels, amplifying the reach to drive more traffic your way.



3. The customer testimonial video

A great way to attract new business is to have existing customers to sell your brand for you. When potential customers see how content your existing customers are, they’re likely to imagine that they’ll have the same experience.

Have an existing customer on-camera talk about how much they swear by your product or service. Show that customers using the product or telling a monumental story about how they couldn’t have done it without you. That’s what will excite new customers about your brand. And of course, including your best customers is the perfect way to show how much you appreciate them.



4. Product videos

If you own an E-commerce website, this point is for you.

The purpose of a product demonstration video is to flaunt your product or service to your audience. It differs from an explainer in that you’re not explaining how the product works, but rather showing off its features, perks, and benefits. In short, you are demonstrating all the good things about the product.

Product demonstration videos typically feature a charismatic host that speaks passionately about the product, but animated videos can work well, too. Don’t be afraid to get creative with product demonstration videos! After all, it’s all about getting the right attention.

Video is the perfect way to create a personality for your company and your brand, enabling you to connect with your viewer and earn their trust. 90% of users say that product videos are helpful in the decision process. The more videos you have to help educate and inform your customers, the more you will build on that foundation of trust. And trust translates to sales.



5. Tutorial/How-To

Believe it or not but this format is the most searched for online.

For many brands, this is where video marketing starts. It begins as a way to show a customer how to do something more efficiently.

These videos are great not only for establishing expertness and authority in a vertical but for capturing the all-important “how to”- and “hack”-themed queries in the search results.

An important lesson that big brands can learn here is that helpful content has to be more than just promotional tie-ins and soft selling. Consumers are smart enough to know when they’re being sold – especially millennials and Gen-Z!

So if you put out quality tutorials with a laser-focus on helping people, you earn their trust, which can lead to a sale down the line.



6. Webinar

The growing popularity in Webinars doesn’t come as a surprise. Webinar recordings have moved to a highly-used business tool in recent years.

They are the perfect format for delivering information to company employees and for business-to-business usage. They allow information to be delivered in a convenient, easily accessible manner.

Better yet, webinars are an excellent tool to promote with paid ads. You can use Facebook ads to drive sign-ups for your webinar, then leverage that traffic to generate more leads and, eventually, make more sales from your product or service. It’s a win-win!

If you’re new to the game, you can think of webinars as a free live event, which you set up with some simple calendar invites. Google Calendar is perfect for this, and you don’t need an elaborate script to run a webinar.



7. The explainer

If your business offers a service or good that isn’t immediately understood, an explainer video on your homepage or a landing page may be just what you need. These videos typically feature animation with a voiceover that explains what your business offers for the audience.

Similarly, to the Q&A video, you can also collect the most asked questions and explain them in more – depth in the video.

Explainer videos don’t have to be animated. Time lapses of illustrations, a live-action recording, or any other visual way of telling your story are equally appropriate.



8. Promotional Video

A promotional video is essentially a TV commercial for the Internet.

Promotional video production is one of the most significant marketing tools which almost any business can use in order to stand out. The promotional videos for business define your business and grab the attention of your target customers. An engaging promotional video is amazing at keeping your customers attention from start to finish.

Promotional videos for your business, whether small or large, give your company a huge competitive edge over your competitors. Your company’s promotional video will benefit you in the following ways-

  • Promotional videos for your business will help to effectively build a strong and long-lasting relationship with your customers.
  • Promotional video production helps to convey your business information and core values to your customers.
  • A creative promotional video will improve your search engine rankings and the growth of your company.

At Vindicta Digital, we offer the best promotional video production services to promote awareness about your business to a larger audience. Check this commercial video production for leading Northern Ireland Railway Company that our talented videographers shot. 

Video Production in Belfast - Commercial photography belfast northern ireland

Last Few Words

Including video in your content marketing strategy is an effective way to accelerate the journey of leads in your funnel.

To conclude, videos belong at every stage of the buyer’s journey. And the more places you utilize great video in your funnel, the easier you make it for those buyers to move down the path to purchase.

Not sure where to start?

Get in touch with us. 

Video-Production- Belfast

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