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The Top 10 Types of Videos for 2020

Updated: May 10

There are many types of videos but we are going to focus on the top 10 types presently being used on a variety of social media platforms


One type of video is not necessarily better or worse.


Which type you choose depends on these 4 things:


  • Your product or service

  • Your budget

  • Your customer's buying journey

  • Your customer's favorite social media platform




Looking at these 4 concepts will help you choose which type of video best suits your purpose.

Of course you want to try a variety of videos because you really might not know which one is going to work best until you have experimented with a few variations.


RESOURCE: For a full overview of what you need to consider before you create a video strategy check out The ONLY Guide You'll Ever Need for Creating a Video Strategy


And the envelope please - The TOP 10 Categories (with 33 video ideas in total) are:


Thought leadership

  • Videocasts

  • Vlogs or Podcasts on Video

  • FAQ’s

  • Case Studies

  • Industry trends

  • Innovation

  • Motivational


Entertainment/Edutainment

  • Docuseries

  • Serial shows


Product Videos

  • Animated explainer

  • Product review

  • Product demo

  • Unboxing

  • Product Roundup

  • Life Stories

  • Give-Aways

  • Episodic


Social Proof

  • Polls

  • Surveys

  • Testimonials

  • User Generated Content


How To’s

  • Tutorials

  • Webinars

  • Training

  • Hacks

  • Social Media Showcase (Think Tasty Videos)


Events

  • Speakers & Panel Discussions

  • Interviewees


Live


Special Occasion

  • Short Social Media Style

  • Holidays

  • Company Culture

  • Corporate Responsibility


Personalized


Promo



1. THOUGHT LEADERSHIP

Definition:

This category of video highlights the thoughts and ideas of experts in the fields.

They can be found in a variety of different formats and offer everything from the results of case studies to motivational speeches.

Budget: $

These kind of videos are usually inexpensive to film as they often feature one or 2 people, a simple set and are relatively easy to film on your phone.


Notes: You might have to spring for a one time expense to purchase a good microphone and tripod and a perhaps a webcam.


Top Examples of Thought Leadership Videos

  • Videocasts

  • Vlogs or Podcasts on Video

  • FAQ’s

  • Case Studies

  • Industry trends

  • Innovation

  • Motivational

  • Talking head


Spotlight On:

Videocasts

Besides for our videocast, Just Press Record, a very popular blog of course is

DailyVee by Gary Vaynerchuk. Which pretty much follows Gary around as he records what he is doing that day. A kind of day in the life of...

Motivational Speeches

Think TedTalks. You don’t have to wait to be invited to one, you can video one yourself.

However 2 caveats to motivational speaking online -

1. If you haven’t provided enough functional value to your audience chances are they are going to be less than interested in hearing your personal pearls of wisdom.

2. In simpler terms you have to earn the trust of your customers before you get into an emotional relationship.

Although motivational speeches may look easy do not be mistaken.

They are scripted and professional edited (TEDTalks are filmed using a minimum of 3 angles)


RESOURCE: For more information about what Ted Talks actually entail check out this article.

2. Entertainment/Edutainment

Definition:

These are videos whose main goal is to either entertain or to educate.

Budget:$ - $$$$$

They can range from something as simple as filming your dog refusing to take a bath to complicated films that rival a Hollywood movie.

Notes: Although these types of videos do not always directly mention your product or business- they can increase brand awareness and improve the understanding of key points and ideas that are relevant and important to your industry in an entertaining way. .


Spotlight on:

An interesting present day example of edutainment videos that are NOT just about having fun is MailChimp Presents - a kind of Netflix for small business owners and entrepreneurs, which offers 50 episodes so far that focus on unique business owners, their personal adventures and issues they face.


Although the shows themselves do not mention MailChimp, the series showcases real stories of people that represent their target audience.


3. Product Videos

Definition:

Product videos explain various aspects of your product and highlight the many features that it has. Although you do not want to SELL your products in all your videos, you do want to be able to showcase the many exciting facets of your company.


Budget: $$ - $$$$$

Because there is such a wide variety here of how these videos can be produced the budget is dependent more on the needs of the business.


Top Examples of Product Videos

  • Animated explainer

  • Product review

  • Product demo

  • Unboxing

  • Product Roundup

  • Life Stories - User Generated Content - or looks like that, which follows the person and product around as it is being used in real life.

  • Give-Aways - where a product is given away either in a raffle or a content

  • Episodic

  • Spotlight on


Although many marketers want to say that the episodic video idea is new, Maxwell House coffee actually produced a few back in the 70’s.


This is a classic example of episodic videos where characters are introduced that create a story and the product is the sidekick.


The idea is to create brand affinity through familiarity with characters that the target audience will enjoy. Here is a scene from one episode.


A newer version of this kind of idea is presented by Cat Howel’s Facebook series entitled and “Pay the Invoice”.


She took her own problems with getting companies to pay her and made a video series out of it that is both entertaining and informative.


Notes:

Episodic videos can also focus on a Repeat Idea - like Karoke Carpool with James Cordan and and Blendtec's Will It Blend?


RESOURCES: Interested in reading more - here is an article by Social Examiner which delves deep into the docuseries concept.

4. Social Proof

Definition:

Social Proof videos focus on filming businesses or individuals who have tested your product and or service, promoting, discussing, reviewing or using your product or service. This is a great way to create a feeling of community and get people involved in your brand.


Budget: $$ - $$$$$

Usually these are inexpensive as they are filmed on a phone and mostly do not exceed 2 minutes.


Top Examples of Social Proof Videos

  • Polls

  • Surveys

  • Testimonials

  • User Generated Content

  • Customer success


Spotlight on User Generated Content:

Social proof, in the form of users generating content is a great way to create an emotional connection with your audience (and the cheapest).


An excellent of example of the power of using social proof is WeWork's 2020 video.




5. How To’s

Definition:

How to’s are videos that explain how to do a certain action or understand a concept. Most products, services and industries have skills that people want to learn how to do themselves. Offering videos that can help them learn, not only positions you as a thought leader but connects you to your target audience.


Budget: $-$$

These are the cheap types of videos, screen recordings, talking heads, etc...


Top Examples of How To’s

  • Tutorials

  • Webinars

  • Training

  • Hacks

  • Social Media Showcase (Think Tasty Videos)


Notes: One of the largest channels of how to videos is YouTube’s How To Basics - which is, as you guessed, videos on how to do basic things, like how to make McDonald’s french fries! How to plant a tree. Most of their videos run around 2 minutes.


You could do something similar and have a playlist section that just focuses on these types of easy to do videos.


Spotlight On: Hacks

Truth is everyone loves a good hack. Even for people who have no affinity with the product. Watching hack videos is actually a form of entertainment for many people. A short simple hack that can be done with or to your product is a great way to increase brand exposure.





6. Events

Definition:

Event filming is filming your live event, including panel discussions, speakers, interviews, raw footage of the space and action shots of the audience.

Even though the event is live, you need to do some simple planning beforehand to make sure you get the kind of footage that you want.


Budget: $$$

You will most likely need a professional videographer and editor afterwards so that needs to be included into your cost.


Notes:

Although this seems like a no-brainer there are are few things you should consider

  • You won’t be able to film everything

  • You don’t need to film the whole stage, just the person talking

  • How many videographers you will need - depends on size of event and how many videos you want to create from the event. We recommend at least 3 for an event of 5,000+

  • What exact B-Roll you want to shoot

  • Which specific people you want to interview

  • What talks you want to focus on

  • What kind of questions do you want to ask

  • You will need to Edit, Edit, Edit afterwards


7. Live

Definition:

The most common is Facebook Live, but now LinkedIn has caught on, and Twitter will follow soon. Live Video means you stream directly onto the platform as you speak.

Preparing for Live video takes a bit of time the first time through and then becomes easier.

As Live Video is a whole other concept - a new blog post is coming out soon focused on just that. Interested? Sign up for our free guide and get our newsletter so you don't miss it.



8. Special Occasion/Holiday

Definition:

Videos that are done specifically for a special occasion. They can be created for holidays or some special moment in the life of a company. They can be entertaining, or informative but are usually short and want to evoke a specific feeling.


Examples of these kind of short social media style videos often animated or using GIFs.

  • Holidays

  • Company Culture

  • Corporate Responsibility


Budget: $

Because these kind of videos can usually only be used for a very short time and have a limited life span, you do not want to invest too much of your budget into these videos.


9. Personalized

Definition:

Personalized videos are ones that are made for a specific company or brand.


Budget: $

Again because these have a limited reach and time span you do not want to invest too much on these kind of videos and should shoot them on your phone and edit them quickly using an app (like @Kapwing)


Top Personalized Videos

  • New platform for influencers - Cameo

  • Email

  • Messenger (on Facebook, LinkedIn, Whatsapp)


RESOURCE: Vidyard gives a great detailed analysis on how to create personalized videos!

10. Promo videos

Definition:

These kind of videos are the most well known.

They usually run 1-3 minutes and give an overview of your business

They often have background music, a narrator or voice over

They should tell the story of how your product can improve the life of your customer.


Budget: $$$$$

They can be expensive to produce as you usually need some kind of set and they often feature actors. (which you have to pay for)


Notes: A note of caution here. For a long time many businesses were using stock footage for these types of videos, but the market has become over saturated with those clips and customers these days are looking for something more authentic.

Some examples of great promo videos are (

RESOURCE: If you want to see the top mistakes people make when producing a promo video - watch this video now.


All these kinds of videos can be made to be both long and short form.

The longer version would be something to put on your YouTube Channel or Website.


Then you would want to edit excerpts from these videos to create shorter, social media clips.


Whatever type you choose to start with -

remember this is the YEAR of the Video - so get cracking!

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