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The Most Effective Types of Video Content for Digital Marketing

Posted by Dean Ravenola on Fri, Sep 06, 2019 @ 12:25 PM

Videos have been one of the most popular types of content on social media for the past few years. According to a 2018 HubSpot study, 54% of consumers wanted to see more video content from a brand or business they support. Clearly the demand for video content is still on the rise.

So just what kind of video content should you be producing? There are so many different types of video formats that it can be difficult deciding which is the best for your company to utilize. That's why we at Imageworks LLC compiled the most successful kinds of video content into a comprehensive list for digital marketers.



Company Culture Videos

Company culture videos can humanize your brand and offer consumers a behind-the-scenes look at your organization. These types of videos give customers a sense of your corporation's values and goals, and there are a variety of different kinds of company culture videos you can produce.

For example there are event videos, which usually cover the proceedings of a corporate outing or party. Although event videos are typically highly polished and edited, they can also be formatted as live videos broadcasting corporate events in real time.

Another type of company culture video you can produce is team member focused. These videos can feature one of your employees and promote your brand not only as a business but also as a workplace. Your video could have an employee give a tour of the office, show their daily routine, or be interviewed about their favorite parts of working at your company.


Video blogs or "vlogs" have become immensely popular in the last decade, and show no signs of slowing down. These videos are filmed like virtual diary entries with one person speaking directly to their phone camera or a webcam. Vlogs are especially useful for digital marketers due to their cheap and casual nature.

Unlike most web marketing videos, vlogs are not nearly as polished or edited. Their informal tone can actually help your company come off more genuine and form a connection with your audience. Since consumers have been overexposed to brand ambassadors and sponsored content, vlogs can expose your audience to the more human side of your company.

Explainer Videos

These how-to videos walk customers through a difficult process or issues that they may be experiencing. These kinds of videos can share helpful tips, teach your audience how to solve specific problems, and answer common questions they may have. Animated explainer videos are a great way to explain more complex services and products in a creative and colorful way. Instead of focusing on larger topics, you can also use explainer videos to highlight one aspect or feature of a service you offer.

Testimonial Videos

Testimonials are an excellent way to build public trust in your product or brand. According to a customer review survey by Bright Local in 2018, positive brand reviews make 68% of consumers more likely to use that local business. Customer testimonial videos are the perfect way to sway the majority of consumers that are heavily influenced by positive recommendations.

Filming real customers talking about their experiences is not only more authentic than hiring actors, but also much cheaper. In order to gather these genuine testimonials, find enthusiastic customers after promotional events or launching new products. Interviewing satisfied consumers is the best way to acquire testimonial footage as they will be eager to share the videos and therefore your products with their friends and family.

Announcement Videos

Do you have some new information to share with your customers? There is no better way to break the news than with an announcement video. Announcements videos are usually highly produced and ran as paid advertisements. This type of video is ideal for a number of different situations such as when presenting new products, opening new locations, or announcing exciting events.

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Topics: Video Marketing, How to Use Video for Marketing, Explainer Videos, Video Marketing Trends, Video Marketing Tips

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