A man stands at a kitchen counter holding a bowl of mixed vegetables and speaking to the camera mounted in the foreground. The camera is a photographer's camera with a long microphone mounted on top of it. The man has a shaved head and stubble, and he wears a long-sleeved gray shirt with orange stripes around the shoulders. In the background is another kitchen counter with a sink. A shelf above this counter holds several porcelain plates.
How-to videos and product demos are great ways to put your business's products and services on display while also showing off your expertise. — Getty Images/10'000 Hours

In content marketing, video content is by far the most popular type of content with both humans and search engine algorithms. As such, incorporating video into your business’s content marketing strategy is vital to your site’s SEO performance and building brand awareness and credibility.

Here are seven types of video content your business can start creating today.

[Read more: Video Hosting Platforms for Your Small Business]

How-to videos

How-to videos are simple and some of the most valuable content you can create for your business. With how-to videos, you can showcase your industry knowledge to help build brand credibility and attract and maintain new customers. Use these videos to highlight new products, demonstrate your services, and provide low-touch customer service with step-by-step instructions and demonstrations. You can also use your how-to video content to address topics related to your brand. For example, a caterer can show how to create a charcuterie board and close with a call-to-action (CTA) to reserve their services.

Product demonstrations

Product demonstration videos are among the most popular types of how-to videos. In a product demo, you can showcase essential features and functionality, including proprietary solutions your brand has created. In addition to showcasing your products, demonstration videos can help build trust with your target audience, increase demand for your product, drive more traffic to your site, and boost sales. When filming your demo video, show the ins and outs of your product rather than relying on a sales-heavy script.

Behind-the-scenes footage

Behind-the-scenes footage offers your target audience an exclusive look at a product and a sneak peek into the inner workings of your brand. You can use behind-the-scenes videos to:

  • Promote a new product line and show how a portion of the production or design process.
  • Give a tour of your office and introduce your workforce (human and furry, if your office is pet-friendly) to humanize your brand.
  • Create a day-in-the-life video that walks through your team’s schedule.

Remember, this is a hype video, so get creative and have fun!

While best practices are constantly changing, social media and search algorithms currently favor videos between five and 30 seconds.

Customer testimonials

Customer testimonials are powerful marketing tools for your brand. They can help make your business seem more genuine and authentic, which creates brand credibility and trust. When filming your customer testimonials, consider the following strategies:

  • Prepare talking points or questions to ask your customer, but don’t write a full script.
  • Send the talking points to your customers before filming so they’re prepared.
  • Don’t be afraid to improvise or ask follow-up questions.
  • Establish an emotional connection with your questions so your customer’s responses focus on why they chose your brand over your competitors.

Infographics and data visualizations

Infographics and data visualization videos are great ways to convey data in a digestible, engaging way. With this educational content, you can help your target audience understand complex concepts and ideas that connect to your brand. Once you’ve established your concept and collected your data, you can use an infographic video maker to bring your vision to life.

[Read more: 5 Video Marketing Tools for Small Business]

Short-form video content

With people’s ever-shrinking attention spans, social media platforms have adapted to accommodate short-form video content — from Instagram Stories and Reels to YouTube Shorts and TikToks. While best practices are constantly changing, social media and search algorithms currently favor videos between five and 30 seconds. Here are some tips to keep in mind when creating short-form videos:

  • Open the video with your most compelling content to “stop the scroll.”
  • Add subtitles so viewers can watch your video without audio.
  • Feature real people whenever possible to help your videos seem more authentic and relatable.

Live videos and webinars

Since the pandemic, livestreams and webinars have boomed in popularity. Creating livestream content can help your brand remain relevant, broaden your reach, attract new leads, and connect with your audience in real time. Some best practices to keep in mind when creating live videos and webinars include:

  • Limit your live video or webinar to a specific topic so you can showcase your industry knowledge and insights.
  • Choose whether or not to use a script. Developing a script can help you become more comfortable in front of the camera. Once you’ve gained more experience, consider recording improvised content to share with your followers.
  • Leave time to address your viewers’ questions.
  • Test all your equipment before going live, and give yourself plenty of time to set up before your event.

[Read more: 5 Unique and Clever Ways to Use Video on Your Website]

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