Video content is a dynamic and highly engaging way for small business owners to showcase their products, share their story, and connect with customers. This section covers a variety of video content types, including tutorials, product demos, webinars, and live streams. Video can capture your audience's attention more effectively than text or images alone, making it an excellent tool for demonstrating how your products work, providing valuable information, and creating a personal connection with viewers. High-quality video content can significantly boost your brand awareness and attract new customers by making your business more relatable and trustworthy.
Creating video content doesn't have to be expensive or complicated. With a smartphone or a simple camera, you can start filming videos that highlight your products, offer tips and advice, or give behind-the-scenes looks at your business. Online tools and apps make it easy to edit and enhance your videos, ensuring they look professional even with minimal investment. Whether you're hosting a live stream to interact with your audience in real-time or creating short, informative videos for social media, incorporating video content into your marketing strategy can have a big impact, helping you reach a broader audience and drive customer engagement.
This is the Video Content Types section of the guide titled 'Business Boosters: Best Content Types to Capture Customers' (including downloadable checklist) to help you select which individual content types will help you to build positive brand awareness and grow new customers for your business.
Tutorials/How-To Videos
Overview of Tutorials/How-To Videos
Tutorials or how-to videos are instructional videos that teach viewers how to accomplish a specific task or use a product. They range from a few minutes to an hour, depending on the complexity of the topic.
Business Best Suited to Tutorials/How-To Videos
Ideal for businesses offering products or services that require explanation or demonstration, such as tech companies, beauty brands, and DIY stores.
What Type of Audience Engages with Tutorials/How-To Videos
Customers looking for guidance on using a product, solving a problem, or learning a new skill. This includes DIY enthusiasts, tech users, and hobbyists.
The Characteristics of Tutorials/How-To Videos
Clear, step-by-step instructions
Visual demonstrations of tasks or product usage
Professional or conversational tone
Often includes text overlays or graphics for clarity
Benefits of Tutorials/How-To Videos
Builds trust and credibility
Enhances customer satisfaction and reduces support queries
Drives traffic to your website or social media channels
Can be repurposed into blog posts or social media snippets
Limitations of Tutorials/How-To Videos
Time-consuming to produce
Requires good quality video and audio equipment
Needs careful planning and scripting to be effective
Required Skill Level of Tutorials/How-To Videos
Skill Level: Intermediate
Requires good planning, filming, and editing skills to produce clear and engaging videos.
Product Demos
Overview of Product Demos
Product demos are videos showcasing the features and benefits of a product. They highlight how the product works and why it’s valuable to customers.
Business Best Suited to Product Demos
Best for businesses with new or complex products, such as tech companies, appliance manufacturers, and software developers.
What Type of Audience Engages with Product Demos
Potential customers researching a product before purchase, tech enthusiasts, and existing customers looking to understand new features.
The Characteristics of Product Demos
Detailed walkthroughs of product features
High-quality visuals and clear narration
Focuses on benefits and use cases
Often includes close-up shots and animations
Benefits of Product Demos
Helps customers make informed purchasing decisions
Reduces the need for in-person demonstrations
Increases customer confidence and satisfaction
Can be shared across multiple platforms
Limitations of Product Demos
Requires high-quality production to be effective
Needs thorough planning and scripting
Can be time-consuming to create
Required Skill Level of Product Demos
Skill Level: Intermediate to Advanced
Requires strong filming and editing skills, as well as a deep understanding of the product.
Webinars
Overview of Webinars
Webinars are live or pre-recorded online seminars where presenters share information, insights, or training on a specific topic. They often include interactive elements like Q&A sessions.
Business Best Suited to Webinars
Ideal for educational institutions, consultancy firms, and any business offering training or thought leadership in their industry.
What Type of Audience Engages with Webinars
Professionals seeking professional development, clients interested in in-depth information, and potential customers looking for expert insights.
The Characteristics of Webinars
Interactive and educational format
Live or pre-recorded presentations
Includes slides, video, and interactive Q&A
Hosted on webinar platforms like Zoom or GoToWebinar
Benefits of Webinars
Establishes authority and thought leadership
Engages and educates your audience
Generates high-quality leads
Can be recorded and repurposed as on-demand content
Limitations of Webinars
Requires significant preparation and promotion
Needs reliable technology and good internet connection
Can be time-consuming to plan and execute
Required Skill Level of Webinars
Skill Level: Intermediate to Advanced
Requires good presentation skills, technical know-how, and the ability to engage an audience.
Live Streams
Overview of Live Streams
Live streams are real-time video broadcasts that allow businesses to engage with their audience directly. They can be used for events, product launches, Q&A sessions, and more.
Business Best Suited to Live Streams
Suitable for businesses wanting to interact with their audience in real-time, such as media companies, event organisers, and e-commerce brands.
What Type of Audience Engages with Live Streams
Engaged and loyal customers, fans, and anyone interested in real-time interaction and updates from your business.
The Characteristics of Live Streams
Real-time video and audio broadcast
Interactive with live chat and Q&A
Authentic and unscripted feel
Streamed on platforms like Facebook Live, Instagram Live, and YouTube Live
Benefits of Live Streams
Real-time engagement with your audience
Creates a sense of urgency and exclusivity
Builds a community around your brand
Easy to set up and use with social media platforms
Limitations of Live Streams
Unpredictable and may face technical issues
Requires a reliable internet connection
Needs good preparation and practice
Required Skill Level of Live Streams
Skill Level: Beginner to Intermediate
Basic familiarity with streaming platforms and good presentation skills.
Customer Testimonials
Overview of Customer Testimonials
Customer testimonials are video recordings of satisfied customers sharing their positive experiences with your product or service. They provide social proof and build trust with potential customers.
Business Best Suited to Customer Testimonials
Any business looking to build credibility and trust, such as service providers, e-commerce stores, and B2B companies.
What Type of Audience Engages with Customer Testimonials
Potential customers who seek validation and social proof before making a purchase decision.
The Characteristics of Customer Testimonials
Short and genuine accounts from real customers
Focuses on specific benefits and positive outcomes
Includes clear visuals and good audio quality
Often used on websites, social media, and marketing materials
Benefits of Customer Testimonials
Builds trust and credibility
Provides authentic social proof
Persuades potential customers to make a purchase
Easy to share and promote across various platforms
Limitations of Customer Testimonials
Requires finding willing and articulate customers
Needs good quality recording and editing
May need incentives to encourage participation
Required Skill Level of Customer Testimonials
Skill Level: Beginner to Intermediate
Basic filming and editing skills, along with the ability to conduct customer interviews.
Behind-the-Scenes Videos
Overview of Behind-the-Scenes Videos
Behind-the-scenes videos give viewers an inside look at your business operations, showing how products are made, what the workplace is like, or the people behind the brand. They are typically informal and candid.
Business Best Suited to Behind-the-Scenes Videos
Perfect for businesses looking to build a personal connection with their audience, such as craft manufacturers, creative agencies, and small local businesses.
What Type of Audience Engages with Behind-the-Scenes Videos
Customers who value transparency and authenticity, loyal fans of your brand, and people curious about how your business operates.
The Characteristics of Behind-the-Scenes Videos
Informal and candid tone
Shows real-life processes and people
Can be spontaneous or lightly scripted
Often short and engaging
Benefits of Behind-the-Scenes Videos
Builds trust and authenticity
Makes your brand more relatable
Provides unique content that stands out
Can be produced with minimal equipment
Limitations of Behind-the-Scenes Videos
Requires consistent and interesting content
May expose operational flaws or issues
Needs good video and audio quality to be effective
Required Skill Level of Behind-the-Scenes Videos
Skill Level: Beginner to Intermediate
Basic filming and editing skills, and a good understanding of what aspects of your business will engage viewers.
Event Coverage
Overview of Event Coverage
Event coverage videos document live events, such as conferences, product launches, or community gatherings. They capture key moments and highlights to share with those who couldn’t attend.
Business Best Suited to Event Coverage
Businesses that host or participate in events, such as trade shows, industry conferences, or community activities, like event planners, tech companies, and local businesses.
What Type of Audience Engages with Event Coverage
People interested in the event, those who could not attend, and anyone wanting to see the highlights and key moments.
The Characteristics of Event Coverage
Professional and dynamic tone
Includes highlights and key moments
Often features interviews, speeches, and activities
Can be live-streamed or recorded for later viewing
Benefits of Event Coverage
Extends the reach of your event
Provides engaging content for your audience
Showcases your business’s active participation and leadership
Can be repurposed into shorter clips for social media
Limitations of Event Coverage
Requires good planning and coordination
Needs high-quality recording and editing to capture the best moments
Can be resource-intensive in terms of time and equipment
Required Skill Level of Event Coverage
Skill Level: Intermediate to Advanced
Requires good filming and editing skills, as well as the ability to capture the essence of the event.
Vlogs
Overview of Vlogs
Vlogs (video blogs) are regular video updates from an individual or business, sharing insights, experiences, and opinions. They are personal and often informal, giving viewers a sense of connection with the creator.
Business Best Suited to Vlogs
Businesses that want to build a personal brand and connect with their audience on a regular basis, such as entrepreneurs, lifestyle brands, and small business owners.
What Type of Audience Engages with Vlogs
Fans of the vlogger, customers interested in personal insights and behind-the-scenes content, and viewers who enjoy regular updates.
The Characteristics of Vlogs
Personal and informal tone
Regularly scheduled updates
Often includes direct interaction with viewers
Can be filmed with simple equipment
Benefits of Vlogs
Builds a strong personal connection with your audience
Easy to produce and cost-effective
Increases engagement and loyalty
Can cover a wide range of topics
Limitations of Vlogs
Requires consistent content creation
Needs a likable and engaging personality
May take time to build a significant audience
Required Skill Level of Vlogs
Skill Level: Beginner to Intermediate
Basic filming and editing skills, and a comfortable on-camera presence.
Animated Videos
Overview of Animated Videos
Animated videos use graphics and animations to convey messages, tell stories, or explain concepts. They can range from simple motion graphics to complex animations.
Business Best Suited to Animated Videos
Businesses looking to explain complex ideas in an engaging way, such as tech companies, educational institutions, and marketing agencies.
What Type of Audience Engages with Animated Videos
Customers who prefer visual and engaging content, people looking to understand complex information easily, and audiences of all ages.
The Characteristics of Animated Videos
Creative and visually engaging
Can simplify complex concepts
Often includes voiceovers and background music
Suitable for a variety of topics and styles
Benefits of Animated Videos
Highly engaging and attention-grabbing
Can explain complex ideas simply
Versatile and adaptable to different topics
Professional and polished look
Limitations of Animated Videos
Can be time-consuming and costly to produce
Requires specialised skills in animation and design
Needs to be updated if information changes
Required Skill Level of Animated Videos
Skill Level: Intermediate to Advanced
Requires strong animation and design skills, or the ability to hire professional help.
Explainer Videos
Overview of Explainer Videos
Explainer videos are short, engaging videos that explain a product, service, or concept in a clear and concise manner. They often use animations, voiceovers, and simple graphics to break down complex ideas.
Business Best Suited to Explainer Videos
Ideal for businesses with products or services that need explanation, such as tech companies, start-ups, and educational institutions.
What Type of Audience Engages with Explainer Videos
Potential customers, clients, and anyone interested in understanding a product or concept quickly and easily.
The Characteristics of Explainer Videos
Short and to the point (usually 1-3 minutes)
Uses animations, graphics, and voiceovers
Focuses on simplifying complex information
Often includes a clear call to action
Benefits of Explainer Videos
Increases understanding of your product or service
Engages viewers with visually appealing content
Enhances brand credibility and trust
Can be shared across various platforms
Limitations of Explainer Videos
Requires professional production to be effective
Can be expensive and time-consuming to create
Needs to be regularly updated to stay relevant
Required Skill Level of Explainer Videos
Skill Level: Intermediate to Advanced
Requires animation and video editing skills, or the ability to hire professionals.
Interviews
Overview of Interviews
Interviews are videos where a person or group of people answer questions about a specific topic. They can be conducted with industry experts, employees, or customers and are usually presented in a conversational format.
Business Best Suited to Interviews
Best for businesses wanting to showcase expertise, share insights, or highlight customer experiences, such as consulting firms, educational institutions, and media companies.
What Type of Audience Engages with Interviews
Professionals, potential clients, and customers interested in gaining insights from experts or hearing real-life experiences.
The Characteristics of Interviews
Conversational and engaging tone
Features a host and one or more interviewees
Can be formal or informal
Often includes b-roll footage or supporting visuals
Benefits of Interviews
Builds credibility and trust
Provides valuable insights and information
Engages the audience with real-life stories
Can be used for various marketing purposes
Limitations of Interviews
Requires coordination and scheduling
Needs good quality audio and video equipment
May require editing to maintain viewer interest
Required Skill Level of Interviews
Skill Level: Intermediate
Requires good interviewing and editing skills, and the ability to make the interviewee comfortable on camera.
Documentaries
Overview of Documentaries
Documentaries are in-depth videos that explore a topic, event, or story in detail. They combine interviews, b-roll footage, and narration to provide a comprehensive look at the subject.
Business Best Suited to Documentaries
Suitable for businesses that want to tell a compelling story, showcase their history, or delve into a significant issue, such as non-profits, media companies, and educational institutions.
What Type of Audience Engages with Documentaries
Viewers interested in deep, meaningful content, such as customers, potential donors, and anyone who wants to learn more about a particular subject.
The Characteristics of Documentaries
Detailed and narrative-driven
Combines interviews, footage, and narration
Often longer in length (10 minutes to an hour)
Requires thorough research and storytelling
Benefits of Documentaries
Builds a strong emotional connection with viewers
Positions your business as a thought leader
Provides in-depth information and insights
Can be a powerful tool for raising awareness
Limitations of Documentaries
Time-consuming and expensive to produce
Requires extensive planning and research
Needs high-quality production to be effective
Required Skill Level of Documentaries
Skill Level: Advanced
Requires strong storytelling, filming, and editing skills, along with research and interview capabilities.
Next Step: Go through the Interactive Content Types to select the ones matched with your business.