Video content is absolutely critical in an online world, not just for marketing but for nearly everything, including news. While “a picture is worth a thousand words,” video content is even more powerful. Not only does it enable your audience to absorb a lot of information quickly, but compelling video content is vastly more likely to be viewed and shared when compared to written content. 

That is all just a shorthand way of telling you that video content is not a “nice-to-have” but a “must-have” for any businesses looking to connect with their audience, build brand authority, and drive conversions; in other words: for your business. From showcasing your products to telling your brand story, video offers your audience the most dynamic and engaging way to communicate. 

But that doesn’t mean you can just pull out your smartphone, grab a few scenes, and plop it onto your website or a YouTube channel and expect to earn valuable engagement. At Blue Zone Marketing, we believe there are seven basic video products that all businesses should consider creating to jumpstart brand recognition.

Captivate Your Audience and Drive Growth with Essential Video Content

You don’t have to start with all seven, but each type of video fulfills a specific purpose in an overall strategy to establish your brand and connect with your target audience. We strongly recommend you invest in high production quality for these videos; these are not random posts on social media but strategic marketing pieces that should have lasting power, and professionally-produced media will establish your credibility and create the impression you’re aiming for.

1. The Explainer Video: Clearly Communicate Your Value Proposition

An explainer video is your opportunity to clearly and concisely communicate what your business does or how your product/service solves a problem. These videos are typically short, animated, or live-action, and are perfect for your homepage, landing pages, or social media campaigns. They cut through the noise and deliver your core message effectively.

2. Product/Service Demonstration Videos: Bring Your Offerings to Life

Show, don't just tell. A demonstration video walks your audience through the features and benefits of your product or service in action. This helps potential customers visualize themselves using what you offer, addressing any questions or hesitations they might have before making a purchase or reaching out.

3. Customer Testimonial Videos: Build Trust and Credibility with Authentic Voices

Authenticity is key in building trust with the public. Customer testimonial videos should feature real clients sharing their positive experiences with your business. Hearing directly from satisfied customers provides powerful social proof and can be far more convincing than any marketing copy you write yourself.

4. Brand Story Videos: Connect Emotionally by Sharing Your "Why"

People don’t connect with businesses; they connect with people. A brand story video allows you to share the "why" behind your business: your mission, values, and the journey that led you to where you are today. People purchase products and services that solve a problem, and your story enables you to connect your business to why your audience is considering a purchase. This type of video helps humanize your brand, foster emotional connections, and differentiate you from competitors. 

5. Behind-the-Scenes Videos: Showcase Your Culture and Team

Pull back the curtain and show your audience the human side of your business. Behind-the-scenes (BTS) videos can showcase your company culture, introduce your team, or highlight your production process. This transparency builds trust and makes your brand more relatable and approachable, connecting a purchase to the real people behind it.

6. Educational/How-To Videos: Establish Authority and Become a Go-To Resource

Position your business as an industry expert by creating educational or "how-to" videos. If you’ve ever sought out a “how-to” video for your own problems, you know how valuable these are. Videos that teach your audience something new, solve a common problem, or offer helpful tips provide a free benefit to your audience, but that “gift” builds your credibility and attracts audiences. A loyal audience that appreciates the information will share your content.

7. Event Videos: Extend Your Reach by Capturing and Sharing Experiences

If your business hosts or participates in events such as trade shows, conferences, showcases, presentations, parties, races, or festivals, capture the experience with an event video. These can be used to promote future events, showcase the energy and excitement, and highlight key takeaways. Event videos are excellent for extending the reach of your audience and generating buzz.

Lights, Camera, Interaction!

Incorporating video into your marketing strategy can seem daunting, but by focusing on these seven essential types, you can create a robust and engaging video library that will help you connect with your target audience and support your business goals. Start small, experiment with different styles, and remember that consistent, high-quality video content is an invaluable asset in today's competitive online marketing arena.

If you’re ready to elevate your video marketing strategy and need a partner to help you produce professional video content, contact Blue Zone Marketing today for a personalized consultation. Let us help you create compelling media that drives results!