Video marketing is on the rise. Reportedly:

• 87% of marketers use video content for promotional purposes
• 54% of consumers want to see more video content from brands that they follow
• Marketers get 66% more leads per year from sharing marketing videos

There are no signs of video marketing slowing down even a little bit in the next two-three years. Stats show that by 2022, online videos will make up more than 82% of all consumer internet traffic, which is 15 times higher than in 2017. 

Why Do People Love Videos So Much?

We can give you numerous stats on how beneficial video marketing can be for your brand. 

However, the reasons why people love video content so much are rather psychological than consumer-related:

• The principle of social proof. Although you may think of yourself otherwise, we tend to observe others to validate our decisions. Have you ever caught yourself watching product reviews before purchasing it? This is the principle of social proof in action. 
• Addressing the right emotions. As video content combines auditory and visual sense, it appeals to our emotions stronger than any other content type. 
• The FOMO effect. Fear of missing out – FOMO – one of the strongest instincts, and one of the reasons why we obsessively follow some YouTube vloggers. People like to possess up-to-date information, and video content is the best way to deliver it to them. 

It is not an exaggeration to say that online video is slowly climbing to the top of popular marketing strategies. Some people claim that they prefer watching online videos over regular TV programs. Online videos are more engaging, informative and easy to access. 

What Are the Most Engaging Videos?

Now that we’ve taken a look at the psychological reasons of why we love videos so much and made a round-up of the current state of video marketing, let’s dive into the types of video content proven to tur your viewers to buyers. 

P.S. These are general video content types that work well for marketing purposes as well. 

1. How-To Tutorials

Educational videos are among the most search video types on YouTube. And why not? Watching a video is always easier than reading a manual!

These videos are structured around a particular object and aimed at teaching people to master the skill of using this object. For video marketing, you can take your product and make an explainer video of how viewers can make the most of using it. Also, it is a perfect space to emphasize your product’s benefits for potential buyers. 

A perfect example of a simple, and yet very effective how-to tutorial is Headspace’s “How to use the Headspace App”:

Video credit: Headspace

Using a simple animation, the narrator explains how you can draw more benefits from the Headspace app in less than 2 minutes. The Headspace app is very extensive, with a lot of additional features. This simple explainer video allows viewers to quickly learn how to use it, and the viewers appreciate this tutorial very much (just look at the comments). 

This format fits every product or service, from helping people rent an apartment in a certain area to a guide on installing a home security system. 

One of the great examples of how-to guides (with over 700L views) is Michelle Phan’s “Master the Art of Liquid Liner” tutorial on Ipsy:

Video credit: Ipsy

In this video, she teaches ladies how to apply liquid liner, using the products from her personal EM Cosmetics line. Michelle manages to show her products in actions without imposing them on the viewers. This is a good marketing lesson to follow when creating a successful tutorial video.  

2. Storytelling Videos and Vlogs

People like stories and vlogs. Why do you think vloggers are among the most followed influencers on YouTube?

We love to take a little peek at someone else’s everyday life. We can’t resist a little bit of self-comparison and we love being a part of someone else’s life, even for a short period. Hence, the popularity of storytelling videos and vlogs stems from our DNA. 

As of 2019, vlogs and storytelling videos have taken the 1st place in the ranking of most viewed types of videos on Youtube (according to MediaKix). 

Storytelling Videos

When it comes to marketing, this video format is widely used by companies worldwide. Brands invite celebrities as well as ordinary people to shoot storytelling videos, featuring their products. 

Airbnb is a great example of storytelling videos. They launched a successful campaign featuring various Airbnb hosts in their unique homes worldwide. Here is one of the short videos presenting Cándida and Jeff’s beach Bungalow:

Video credit: Airbnb 

This campaign aims to show the unique people behind the houses. It suggests Airbnb being more of a way to experience a new city or culture rather than just an accommodation service.

Storytelling videos are great for marketing purposes because they:

• Always send the right message that is in line with your company’s strategy
• Appeal to certain buyer emotions
• Show your product in a different light, applying more value to it

It is worth mentioning that storytelling videos require creating a detailed script. Marketing video scripts help you take into consideration everything that your marketing video needs to include, and help your video look less messy. 

Writing a video script is a creative process, but your creation should be planned and very detailed. Moreover, a video script should be proofread to avoid any mistakes getting in the way during the video production process. Online tools like Grammarly or Grabmyessay can do this job for you. 

Vlogs

Vlogs are perfect examples of the FOMO principle in action. Marketers can use that for their benefit, turning the format of a vlog into a behind-the-scenes video. 

A good example of a behind-the-scenes vlog is “Road to the Runway” by Victoria’s Secret:

Video credit: Victoria’s Secret

This video gives viewers an exclusive look at the behind-the-scenes of Victoria’s Secret 2018 Fashion Show. This video is the final part of the series, where company executives, as well as the models, show how they prepare their annual event, which is famous around the world. 

Behind-the-scenes vlogs are a good way to let viewers learn more about the company and feature the products. 

3. Interactive Videos

Lastly, what is a better way to attract potential buyers than to engage them in an interactive activity?

Interactive videos dominate the list of successful types of online interactive content together with infographics, contests, and generators. Reviews that use interactive videos show that they generate 5X more traffic to their websites than those that don’t use interactive videos. 

One of the perfect examples of an interactive video is “Can You Destroy the Debt” by Banquer:

 

Video credit: Banquer

This video does not only promote the company but also brings educational value by teaching the viewers, how to use money wisely to escape the debt. 

Interactive video requires a lot of preparation in terms of writing a script and producing a video, as it consists of several parts. However, it’s worth investing in, as this video content type is among the few that people watch until the end (interactive videos have a 90% completion rate). Besides, interactive videos are among the emerging trends in video marketing, so why not give it a try?

The Bottom Line

Of course, we don’t say that all these types of video content will fit your marketing needs. Depending on your product or service, you’ll have to pick one or two types that will dominate your video marketing strategy and show the value of your product. 

Other than that, these 3 types of video content have proven to be effective in attracting potential buyers. They can be easily adjusted to your marketing needs, and promote your product in an unconventional way. We encourage you to use them and share your experience with us!