Did you know that 54% of consumers are interested in seeing more video content from the brands they support? It’s why 86% of marketing professionals incorporate video into their communication mix.

When it comes to video, there are seemingly endless possibilities. From live-action to animation, from short clips to long-form stories, the options are practically limitless.

Videos can help you build relationships, create connections, and engage audiences in a way that other forms of communication simply can’t match. But what types of video should you be using in your communications mix?

This article looks closely at the different types of videos and how they can help you achieve specific business goals. So if you’re curious about how video can help your business, read on!

Social Video Types

Social media platforms like Facebook, Instagram, and TikTok have all made it clear that video is a priority for them. As a result, videos on these platforms are more likely to be seen and shared than any other type of content.

In fact, Facebook users watch over 100 million hours of video every day. This figure is staggering, right?

One thing about social media videos is that consumers usually discover them organically. They’ll stumble upon them while scrolling through their timelines or feeds. Whether these people watch your video will depend on how engaging and interesting your it is.

The following types of social videos are more likely to engage your audience:


People love knowing what goes on behind the curtains of their favourite brands. A behind-the-scenes video gives consumers a glimpse of what it takes to bring your brand to life.

For instance, if you sell clothes, you could show how your garments are designed and manufactured. It could also be as simple as an office tour or a day in the life of your employees. Not only does this type of video build trust, but it also humanises your brand.


This type of video is a great way to connect with your audience on a personal level and respond to their burning questions. You can sit down with a team member, a customer, or a thought leader and chat on-screen about your brand story, products or services, or your team.

It could also be a solo video where you speak to your followers directly. In this case, you will be answering any questions they’ve asked about your business. People are more likely to trust you and your brand when you’re open and honest about who you are and what you do.

User-generated Content

If you’ve been creating content, you know that it’s time-consuming. So why not let your loyal followers do some work for you?

You can organise a contest where your followers submit videos about your brand. You can also use videos posted by your followers organically.

When people see that others are using and enjoying your product, they’re more likely to want to try it for themselves. After all, if other people are doing it, it can’t be that bad, right?

Live Videos

Most social media platforms have a live-streaming feature, and users love it. This type of content is unedited and usually spontaneous. It gives your audience a transparent look at your brand and lets them feel like they’re a part of your story.

The key to a successful live video is to be natural and genuine. Let your personality shine through and engage with your viewers in the comments section.


Who doesn’t love a good surprise? If you have some big news to share about your brand, make a social media video. This type of video is a great way to build suspense and get people excited about what’s to come. You can use it to announce a new product, a sale, or a partnership.

Deals and Promos

Everyone loves a good deal, so why not show your followers what you’ve got? You can create a video highlighting any deals or promotions you’re currently running.

This is a great way to increase sales and drive traffic to your website or brick-and-mortar store. Plus, it shows your followers that you’re always looking out for their best interests.

How-to Videos

Do you have a product or service that people need to know how to use? If so, a how-to video is a perfect way to show them.

How-to videos are great because they provide value to your audience. They also show that you’re an expert in your field and passionate about helping others.

But you need to understand how to tweak your videos and make them short. No one is going to watch a 30-minute video about how to use your product.

When Video Is Appropriate

While video content is becoming increasingly popular, that doesn’t mean you should use it for everything. There are certain situations where video is more appropriate than others. A video is more suitable if you want to:

Show off a new product or service: A video is a great way to show off your new product or service in all its glory. You can demonstrate how it works, its features, and why it’s better than the competition.

Generate excitement about an upcoming event or product: A video can generate a lot of excitement about an upcoming event. You can give people a sneak peek of what’s to come, tease a new product, and get them pumped up for the big day.

Showcase your company culture: A video is a great way to show potential employees your company culture. You can show off your office space, introduce the team, and give people a taste of what it’s like to work for you.

Provide a tutorial or how-to: People often prefer to watch a video tutorial than read instructions. If you have something complicated to explain, a video can be a great way to do it. You can show people exactly what they need to do step-by-step, and they can pause and rewind as needed.

Engage your audience better: A video is often the way to go if you want to get people’s attention and hold it. People recall 95% of a message when they watch it in a video, compared to 10% when they read it in text. So if you want people to remember your message, put it in a video.

Boost your SEO: Search engines love video content. You’re 53 times more likely to show up first on Google if you have a video embedded on your website. And we all know that the higher you rank on Google, the more traffic you’re likely to get.

Why Consumers Like Video

You may wonder why video is so popular. Why do people prefer to watch a video than read an article or listen to a podcast?

The answer is simple: because it’s more engaging. A video can hold people’s attention in a way that other forms of content can’t.

But that’s not all. There are other reasons why consumers like video, including:

It’s entertaining: A well-made video is bound to be more fun than a blog post or podcast episode. And let’s face it, we all need a little entertainment in our lives.

It’s informative: You’ve probably heard that a one-minute video is worth 1.8 million words. That means you can pack a lot of information into a short video. This is perfect for busy people who don’t have time to read a long article or listen to a long podcast episode.

It’s shareable: People are more likely to share a video than an article or podcast episode. This is because videos are more entertaining and visually stimulating, so people are more likely to want to share them with their friends and followers.

It’s more stimulating: Videos can combine movement, text, and sound to create a more stimulating experience. With these elements working together, it’s easier for people to process videos better than any other form of content.

How Video Influences Purchasing Decisions

Have you been struggling to increase conversion rates? If so, video could be the answer. Studies show that 73% of consumers are more likely to buy a product after watching a video about it online. They’re more likely to purchase if the video is informative.

A recent Animoto survey revealed 93% of consumers believe that videos help them decide whether to purchase a product. The survey also showed that video is the favourite content type among consumers. They also prefer watching videos to looking at photos or reading about a product.

So if you want to increase conversion rates, it’s time to start incorporating video into your marketing mix. Video can help you boost sales and make your products more appealing to consumers.

When consumers watch videos, they’re not just passively consuming content. They’re actively engaging with it. And when they engage with your content, they’re more likely to make a purchase.

Start Using Different Types of Videos in Your Communication Mix

From live videos to user-generated content, you can use many types of video in your communications mix. Video is the perfect tool to engage your audience, boost your SEO, and hit the sales goal you’ve been struggling to reach. So if you’re not using video in your marketing mix, now is the time to start.

Not sure where to start to create winning videos? Ballywire Media can help you create videos that will engage your audience and boost your business. Contact us today to learn more.

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