21 Engaging Video Content Types That Convert

Updated January 2024.

Video marketing is rapidly becoming the gold standard for both B2C and B2B enterprises — and with 80% of online traffic being video traffic, it’s not hard to see why. But which video content types are best to create?

If you’re deterred by perceived high costs or a lack of in-house expertise, not to worry!

After reading this post, you’ll be inspired by these successful video content marketing examples. You’ll have a better idea of how to produce your own excellent content depending on which specific type of video would work best for your business goals.

Boost Video Engagement

What Are the Most Popular Video Content Types?

The most popular video content type often varies based on the platform and the audience. But according to Statista, the most popular video content types worldwide in the second quarter of 2023 are:

• Music Video
• Comedy, Meme or Viral Video
• Video Live Stream
• Tutorial or How-To Video
• Educational Video
• Product Review Video
• Sport Clips or Highlights Video
• Gaming Video
• Influencer Videos and Vlogs

It’s important to note that the top category listed is “Any kind of video” with a significantly higher percentage of 92.3%, which indicates that the respondents likely consume various types of video content, not exclusive to one category.

The popularity of these types of content can change rapidly with online video trends and technological advancements, so what’s most popular today might be different in the near future.

How to Make Your Video Content More Engaging

Creating engaging video content involves a blend of creativity, strategic planning and understanding your audience. Remember, a good video isn’t just about delivering information, it’s about captivating your audience and leaving them wanting more.

Here are key steps to create video content that engages and retains viewers:

✅ Understand Your Audience: Tailor content to the interests and preferences of your target audience, a key factor in video marketing. What are their interests, pain points, and preferred content format?

✅ Define Your Objectives: Be clear about what you want to achieve with your marketing video. Is it brand awareness, product promotion, education, entertainment, or engagement? Your goal will influence the type of video you create.

✅ Use Visuals Creatively: Employ attractive visuals, graphics, and effects in your brand videos to keep viewers visually stimulated.

✅ Sound Matters: Make sure you have clear audio with good microphones and background noise reduction. Consider adding music or sound effects to enhance the mood and atmosphere.

✅ Focus on the First Few Seconds: The opening of your video is crucial. You need to grab your audience’s attention in the first few seconds. Start with a strong opening: something surprising, an intriguing question, or a visually appealing scene to hook viewers.

✅ Be Yourself: Authenticity is key, especially in marketing videos. Let your personality shine through and engage with your audience directly.

✅ Humor Goes a Long Way: A well-placed joke or funny anecdote can break the ice and make your video more enjoyable, thereby bolstering your video marketing efforts.

✅ Dynamic Editing: Use cuts, transitions, and visual effects to create a smooth and engaging experience. Add subtitles or text overlays for clarity and accessibility.

✅ Include a Call to Action: Encourage viewers to engage with your online videos, whether it’s subscribing, commenting, or sharing. Tell viewers what you want them to do next, whether it’s subscribing, visiting your website, or sharing the video.

✅ Optimize for Different Platforms: Tailor your marketing video for the platform where it will be shared. Consider aspect ratios, video length, and platform-specific features (like captions for silent viewing on Facebook).

Now that we’re clear on the best practices for video marketing, let’s take a look at some excellent examples of marketing videos that convert.

21 Engaging Video Content Types that People Love to Watch

Now that you’re aware of the importance of video marketing, let’s go through the 21 most engaging types of video so you can see which formats may be best for your business goals.

1) Podcast Videos: a16z

Podcasts have been taking storm over the last several years. As of 2023, there are 464.7 million podcast listeners worldwide.

Podcasts have notoriously been replacing vlogs over the last few years. These days, you can watch a podcast on YouTube or access the audio on Spotify. This makes podcasts very versatile.

Since podcasts are popular among consumers, marketers have taken note. A podcast can boost your brand awareness by 89%, but only if you make an engaging channel.

If you need a podcast for inspiration, the a16z podcast is the perfect example. A16z is a technology podcast focusing on AI and machine learning topics:

They cover business and consumer tech, so their content appeals to a wide audience. A16z currently has 109K subscribers, and their podcasts stand out from other ones in the tech industry since each episode plays out like a TV show.

In one episode, a16z’s host, Steph Smith, rides in a Waymo self-driving car with chief product officer Saswat Panigrahi. This episode attracted over 18K views in three months.

All a16z episodes encourage users to ask the same question: “Now what?” A16z not only reports on the latest in AI and machine learning, but comes to a deeper understanding of how this technology affects us now and how it will change our society.

Takeaways:

• Podcasts have been replacing vlogs because they’re more versatile. Users can watch a video or stream the episodes in audio-only format.
• With podcasts, you can create industry-related content that reports on the latest innovations in your niche and interviews key players.
• To make your content more like a podcast and less like interview videos, use a common message in your podcasts to entice subscribers and increase brand awareness, such as a16z’s “Now what?” message in response to AI and machine learning.

2) How-To: Shopify

Shopify is an excellent example of video marketing done right, with 399K subscribers. Their offer is a platform for small-to-medium e-commerce businesses geared mostly towards solopreneurs.

Therefore, their channel consists mostly of how-to videos that teach viewers how to run an e-commerce store. The twist that makes their videos a success is that every video is advice from a real customer:

For example, 5 Ways to Find Business Ideas that Are Profitable is created by a successful Shopify store owner, Jason Wong of Doe Lashes:

These how-to’s by real enterpreneurs not only increase the credibility of the content, but also makes Shopify a more legitimate brand.

They also have an interesting selection of videos from customers of when things go wrong in e-commerce and how to solve those problems:

Takeaways:

• Create how-to videos that help people make the most out of your platform. The more success customers have with your product/service, the more likely they will continue to use it.
• Use customer stories (user-generated content) to capture interest. Advice from a successful customer is much more persuasive than from one of your employees (who may have never run an e-commerce business).
• Address real pain points around your industry. These raw customer stories are uncomfortable yet invaluable to other customers.

Just want someone else to do all the hard work for you? Single Grain’s video creation and marketing experts can help!👇

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3) Presentation: TED

TED has amassed an impressive following of 19.9M subscribers, and the majority of its videos are nothing more than recorded live events.

The draw to their brand is the impressive people who speak and their interesting viewpoints on various issues, from science to arts, from the prison system to self-expression:

One of TED’s most popular talks was from Brené Brown, a “researcher story-teller,” called “The Power of Vulnerability,” which has 20M views:

Therefore, if you are already hosting an event or mastermind of impressive people, start recording the talks. If you host dinners with friends, it could be something as simple as recording dinner conversations in a vlog-style video.

If you don’t know anyone impressive and don’t have a brand, think about how you can make it worthwhile for someone to speak for you.

For example, when Jayson Gaignard of Mastermind Talks was building his brand, he wanted Tim Ferriss to speak. At the time, he had no brand, yet he heard that Tim was doing a book launch, and the person who bought the most copies could have Tim speak at their event. So he found a way to purchase the most copies of his books, and Tim spoke at Jayson’s event.

Worth noting: Before you pursue speaking gigs to get valuable video content, it helps to own your own domain to build your credibility — instead of relying solely on social media profiles.

Launching your personal site doesn’t need to be a huge project, either. You can connect a custom domain to a platform like HubSpot to build a landing page in an afternoon. Start with a simple overview of your career accomplishments. Make sure to link to any recordings of past talks if you have them.

Takeaways:

• If you’re already hosting an event, record it and post the video to YouTube.
• An impressive lineup of speakers will make your content more successful, so think about how you can provide enough value so they will want to speak at your event.
• Be mindful of the community you create. If you bring on a host of impressive speakers, your audience will be much more impressive.

4) Explainer Video: Coinbase

Coinbase is a B2C company in the crypto space. Unsurprisingly, most of their videos are crypto how-tos about using their product, making them perfect for explainer video inspiration.

This video series is an excellent example of what they do:

Rather than interviewing a team member or a customer, they use an animated explainer video. This can be an excellent option for larger companies that worry about talent leaving their show. For example, if the person who typically hosts your videos leaves, it’s likely that a percentage of your audience becomes attached to that person and will quit watching when they leave.

Coinbase also livestreams AMAs (As Me Anything) with the CEO. He even goes into Reddit to answer common crypto questions:

This is a super easy format to duplicate, particularly if your industry is trending. For example, if you have a fitness offer, you could have a fitness professional (ideally your founder) do an AMA. Or you could ask the expert to go through common Reddit questions on fitness and provide advice.

Takeaways:

• If you’ve built an audience, ask your CEO to jump on an AMA. If you don’t have an audience, go onto Reddit and answer questions in your industry.
• An explainer video series (animated or live) is ideal for a product in a particularly complex industry like Coinbase. Since the market is so new and their product is relatively cheap, creating videos that generate brand awareness will also likely generate conversions.

5) Animated: Various

Animated videos are a fantastic way for small businesses on a budget to produce video content, as you can create them on your laptop with animation software that ranges in price from free to free trial to paid.

For those with technical or complex products, animation videos are a great way of breaking down complicated subjects into an easy-to-digest medium that anybody can understand. For that reason, it’s no surprise that animated videos are most often used as explainer videos (see #4 above), which work well on a sales landing page.

Several types of video content feature animations:

• Trying to explain to someone what phishing means is a lot easier when you can show them, and what better way than with a 2D animated video (from Cisco):

• Here’s an example of a 3D animated video from Gore Medical that shows their medical device in action with more detail than a 2D video:

• Breadnbeyond created a moving typography video, which can be great for storytelling (text pops onto the screen while the narration is going on in the background):

• Whiteboard animation is another great format for an explainer video, as shown in this RSA video because it uses a combo of text and image:

Takeaways:

• With a good smartphone, simple editing software and a keen eye, you can probably produce a quality video for free. A video animation tool like Vyond can help you do this.
• Animated videos are great for any budget. 2D videos can cost between $1K and $ 5K, within budget for many small businesses. Whiteboard animated videos can cost between $3K-$10K. 3D videos can range between $10K-$30K to produce. And moving typography videos are also about $10K-$30K.
• Choose the right animated video style based on your business and what you’re trying to communicate. For a topic like phishing, a simple visual like a 2D animated video can help, while a 3D animated video is better suited for a medical device company because it allows them to illustrate the intricacies of how the device works. Whiteboard animation works well when you have a lot of text/narration that can’t necessarily be illustrated with an image.

6) Unboxings: Dope or Nope

Unboxing videos have been a massive trend for years, which isn’t expected to slow down. In fact, unboxing videos have generated 60 million hours worth of views.

Why are unboxing videos engaging? It’s simple – 62% of people who watch unboxing videos are looking for a particular product. They will also watch reviews before buying it.

Plus, unboxing videos are interesting. While some hosts focus on the features and specs of a product, other hosts are more animated and make the unboxing process fun. This is the case with Dope or Nope, a channel that blends unboxing and product reviews with comedy:

While some of their videos focus solely on the comedy aspect, such as buying every Jar Jar Binks toy, they do plenty of subscriber box videos.

In this video, they unbox all three subscriber tier boxes from Vat19, a company specializing in mystery and gift boxes. Their host Matt cracks jokes as he’s doing the unboxings, making the videos more engaging.

Does your business need to add a comedy aspect to unboxing videos? No, but having a theme is an effective way to increase your viewership. After all, Dope or Nope has 7.4M subscribers.

Other ways that brands can enhance the performance of their unboxing videos is by focusing on a specific aspect (such as “mystery” or “special edition”), accentuating the price, demonstrating how to use the product, or sharing an innovative or outside-the-box feature.

Takeaways:

• Unboxing videos are popular since viewers want to see products before investing in them.
• Dope or Nope makes videos with a comedy aspect. While you don’t have to make your videos funny, focusing on a theme is beneficial so your unboxings don’t seem like a breakdown of features and specs.
• Focus on a theme that fits your brand, products, and/or industry.

7) Live Streams: Lofi Girl

Live streaming videos have always been popular, but they especially surged during the pandemic. Even though life has returned to normal, live video has remained a massive part of a content marketing strategy, so much so that 52% of viewers watch live social media video content.

Plus, there are many different ways to make and share live videos. While live recording events and conferences are an effective tactic, consumers love tuning into engaging video content whenever they want.

Take Lofi Girl as an example. To say this channel “blew up” is an understatement: Lofi Girl has 13.4M subscribers, and tens of thousands of viewers tune it at any given time:

So, what is Lofi Girl? The video shows an animated girl studying with a cat sitting on the windowsill. Relaxing Lofi hip-hop music plays in the background. Viewers can also access Lofi Girl on other streaming platforms, such as Spotify, and YouTube offers a chat where viewers can talk amongst themselves.

Why is Lofi Girl so successful, even though this channel only shows the same video clip with background songs?

This live channel caters to audience demand. Lofi music streams increased by 200% because the music is very relaxing:

Users love listening to Lofi music while working, driving or just to listen to chill music. This genre is also perfect for multiple businesses since it appeals to a vast audience.

Even if your business isn’t in the music industry, you can take Lofi Girl’s template for your video strategy. Understand what your customers demand from your video content, and make that accessible at all hours of the day.

Takeaways:

• Live streaming videos surged in popularity during the pandemic and are still essential to a company’s content marketing strategy.
• Lofi Girl’s live videos are simple but successful. That’s because they appeal to consumer demand – specifically to offer a constant stream of Lofi music.
• Create live videos that consumers demand, and make them available 24/7.

8) Interviews: Leveling Up

Our own YouTube channel, Leveling Up, has been growing steadily over the past several years to almost 77K subscribers. This channel combines interviews with entrepreneurs:

Marketing tips:

And YouTube shorts that are bite-sized excerpts, often from podcast host Eric Siu’s speaking engagements:

One of the key insights from the Leveling Up show is that many of these videos are just repurposed from live streams and podcast interviews. This means they can get several pieces of content by repurposing one recording.

This is also an excellent example of a B2B business channel that a single host runs. As Eric owns the company, he doesn’t have to worry about the host leaving the show. The only downside is that this asset won’t be very valuable if he ever decides to sell the business.

Takeaways:

• If you’re already doing a podcast or live streams, just start video recording them and add them to your YouTube channel.
• Interviewing others is a great way to generate buzz around your YouTube channel.
• If you decide to have a host, make it the company owner.

With a popular YouTube channel of our own, we understand video audience engagement. Single Grain’s video creation and marketing experts can help you!👇

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9) User-Generated Content: GoPro

GoPro is known for its contests where videos of epic adventures (filmed with a GoPro camera) are submitted directly by customers. UGC videos are fun and exciting to watch, and each one is a case study of how you can use a GoPro video camera.

Some of their videos collaborate with athletes and influencers, though they also have a popular competition for the coolest videos. Their challenge gives $1 million to the most epic video submitted.

By emphasizing user-generated content, they have a better chance of customers sharing more of their adventures with GoPro and increasing their customer reach.

So if you have customers already doing entertaining activities with your product (using your clothing brand at a sporting event, using your bike on a mountain ride, etc.), create a contest!

For example, ask users to submit videos of themselves using your product in extreme conditions by tagging you on social media. This is one of the best ways to turn your customers into brand advocates.

Takeaways:

• Use contests to incentivize your customers to make videos and share them on social media for you.
• GoPro’s videos are almost exclusively customer-shot adventures. If that’s the one video format that works for you, double down on it.

10) Video Listicles: WatchMojo

Listicles quickly dominated the content marketing world. Since the average web user skims articles, listicles ensure that they retain all important information. This is why 54% of bloggers write these types of engaging blogs.

Are listicles also a successful type of content for video? Absolutely. And channels such as WatchMojo, that often features the “top 10″ format, prove this:

WatchMojo is a YouTube channel covering different types of video content, including shopping, business, entertainment, and finance. But all videos have one thing in common: they’re in listicle format.

The best part of a listicle is you don’t need to cover new information. The countdown structure intrigues viewers, who will be interested to see which items get mentioned and when.

Take the video Top 10 World Events That Left Us Speechless. WatchMojo uploaded this video in August 2023, yet some of these events occurred decades ago. Still, the video has generated 191K views at the time of writing.

As a business, you can make listicle videos about anything in your industry. You can report on past events, create best-of content, and even “most underrated” videos.

Takeaways:

• Listicles are engaging video content popularized by the blogging industry in response to skimming readers.
• WatchMojo proves you can create a listicle about anything, even past events, and still gain viewership.

11) Ask Me Anything: Elle

Ask Me Anything (AMA) is viewer-facing content where you invite your audience to ask any question. This type of content is popular among your audience since your viewers can interact with you, resulting in content like personalized videos. However, it can be difficult to interact with a celebrity or major influencer.

Fashion magazine Elle blurred that line by hosting AMAs with major celebrities. They ask them personal questions, such as a memory they could relive over again. This interview they did with actress Zendaya generated 921K views in one month:

As a business, hosting an AMA is a chance to get more personal with your customers. Invite them to ask questions about you and your business. While the best course of action is to go live, you can also have your audience members send questions separately, and you can answer them in a pre-recorded video.

Takeaways:

• Ask Me Anything is interview content where audience members interact with an influential figure.
• Elle Magazine interviews celebrities using an AMA format so that fans can learn more personal information about them.
• You can host AMAs directly with customers, either live-recording the video or answering their questions in a separate video.

12) Testimonial Video: Conversion Rate Experts

While most of the examples we’ve discussed this far are typically brands that leverage YouTube, Conversion Rate Experts is an excellent example of a company that incorporates video testimonials onto its website.

Given that they are the Conversion Rate Experts, it’s no surprise that these testimonial videos likely convert extremely well:

Rather than housing these videos on YouTube, they chose to keep them on their website, since this helps convince people to consider converting. However, it’s unlikely that these testimonials would drive traffic to a YouTube channel.

Takeaways:

• Use video testimonials on your sales page, and don’t be afraid to include several. CRE has a total of 83 testimonial videos on its sales page!
• While video testimonials are excellent for conversions, they won’t drive traffic and followers to a YouTube channel.

13) Gaming Videos: IGN

There are 3.09 billion gamers globally, making this one of the most profitable industries. It should be no surprise that players consume gaming content, specifically videos.

IGN is one of the channels that has dominated the gaming sphere:

They create different types of video content in the gaming sphere, such as news, reviews, clickbait, and playthroughs. Even if your business isn’t in gaming, you can take some lessons from IGN’s YouTube channel.

Look at this Resident Evil 4L Separate Ways Original vs Remake Comparison. The video shows the improvement in gameplay and graphics, offering Resident Evil fans a unique yet compelling way to view their favorite game. In three hours, the video generated 19K views (85K views after 3 weeks) – clearly a successful one for the channel.

If you’re stuck on creating content, use the IGN YouTube channel as inspiration to create effective and popular videos.

Takeaways:

• Since gaming is a popular industry, companies like IGN have successful YouTube channels.
• Businesses in all industries can use channels such as IGN’s as inspiration for their own video marketing strategy.

14) Interactive Videos: PopMov

Since video content has taken over the internet, more users demand innovation from brands. Interactive videos have served that demand since they’re a form of personalized videos – so much so that interactive videos generate 18% more leads, 25% better conversions, 11% more referrals, 21% more web traffic, and 14% more sales than passive videos.

There are many ways to make an innovative video. You can make quizzes, surveys and games available in a video format, where users can control the video on their smartphone or computer.

The YouTube channel MindPop specializes in interactive videos, such as “We Read Your Mind 12 Times” and “We Know Which Card You Will Pick.”

They have multiple channels, such as an entire series dedicated to the popular Netflix show Squid Game. If you’re looking for a child-friendly option, PopMov has different options available, such as this Mario video.

Takeaway:

• Interactive videos are an innovative format that increases conversions, leads, web traffic, and sales.
• While PopMov makes interactive gaming videos, you can also make quizzes and surveys in video format.

15) Unscripted Reality Videos: Miller Farm Media

Reality TV has been dominating entertainment for years. For example, the reality TV show Survivor attracts 2.5 billion viewers. Reality television is popular because the cast consists of real people – not celebrities – faced with realistic challenges. Plus, reality TV is cheaper than scripted shows, making it more appealing to production companies.

The good news is that your company can use these same benefits with your video content marketing strategy. And don’t worry, you don’t need to include fights or parties!

Miller Farm Media created a reality TV show spoof video called “Shoot for Broke”:

The video is a The Office-esque glimpse into a video marketing company and what goes behind the scenes in video production. The video features interviews with the employees, shots of Orange County, CA, and several funny clips.

Even though Miller Farm Media explains they’re often broke in an over-saturated market, this type of video isn’t expensive to make. All you need is some good filming and editing equipment and staff members who are willing to participate. Plus, reality show-inspired content makes great company culture videos.

Takeaway:

• Unscripted reality TV is engaging, and production companies save money on script writing and professional actors.
• Miller Farm Media proves that businesses can use this video type in their marketing strategy, taking on a theme similar to shows such as The Office.

Having difficulty figuring out which video content type is best for your business goals? Single Grain’s video creation and marketing experts can help you!👇

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16) Behind-the-Scenes: Victoria’s Secret

Victoria’s Secret has one of the most popular YouTube channels, and after receiving backlash for insensitive content, they have rebranded and grown their channel to nearly 2M subscribers.

Some of their most successful videos thus far are behind-the-scenes clips of shoots, interviews with designers, and vlog-style videos with their models:

People love to see behind-the-scenes videos, so if you’re an e-commerce store, try incorporating more of them into your YouTube channel.

In addition, the marketing team was smart to realize that people love Victoria’s Secret models. Many of these models already have YouTube channels of their own. Therefore, they did videos with several of the models who already had channels, and the effect was similar to hiring a very famous influencer.

For example, this video with model and YouTuber Romee Strijd is one of the most popular on the channel, with nearly 185,000 views. As you can see, the video next to it with a model that doesn’t have a YouTube channel only has about 15,000 views.

While you may not have a group of Victoria’s Secret models for your marketing video, think about which of your employees already have a following on social media. How can you incorporate them into your marketing strategy?

If you don’t have any thought leaders in your company, is there a way you can create some? For example, can you choose a brand ambassador and send them to conferences, make them the face of your brand, and build their online presence?

Or can you partner with influencers? A long-term partnership may be one of the best ways to bring people closer to your brand.

Takeaways:

• Leverage influencers for your videos or make one of your employees an industry influencer.
• Create behind-the-scenes shoots and share your philosophies and brand story.

Learn More:
* Top 5 Reasons Why Your Videos Are Not Performing Well
* 9 Tips to Close Sales with Video Content
* 20 Pre-Production Tips to Create Successful Video Content in 2023

17) 360°/VR: National Geographic

Virtual reality (VR) is booming, and while we’re not quite at the point of offering a full-on VR experience through video content, 360° videos are a pretty good alternative. These immersive-style videos use fisheye lenses to place users in the center of the action, allowing them to pan around the scene with their finger (smartphone) or mouse (laptop).

If you want to make educational videos or want to take your viewers on a new journey, this is a great format.

This VR video from National Geographic Explorer Martin Edström takes the viewer into the wild to get a close-up view of some lions. (Once you hit play on this video, touch/click and hold to move the video/your point of view back and forth.)

These types of VR videos offer an exciting and immersive experience for the viewer right in the comfort of their own home while allowing marketers to optimize content that is truly memorable. And National Geographic’s content is particularly well-suited for 360-degree videos:

You don’t, of course, have to make a VR video of your CEO in the Amazon Rainforest. But at the very least you can make a virtual tour video of the inside and/or outside of your business to include on Google Maps street view feature:

Takeaways:

• Equipment for making a 360 video can get expensive, but “even if you just have a small budget, there are still some good possibilities for shooting 360-degree videos. For example, providers such as Insta360 have action cameras that are both affordable and deliver astonishingly good quality. The Insta360 cameras also offer what is known as ‘Flow State’ image stabilization, which works amazingly well.”
• 360-degree videos can be filmed, distributed, and optimized with various Google tools, such as Cardboard Camera or VR View.

18) Event Coverage

Event coverage videos are a great way to showcase the highlights of conferences, concerts, festivals and other events.

With the use of multiple cameras and skilled video production, viewers can feel like they are right in the middle of the action. Event coverage videos capture the energy and excitement of live events, giving viewers a taste of what it was like to be there in person.

Event coverage videos can include behind-the-scenes footage, interviews with key players or performers, and shots of the audience enjoying the event. If your content includes interviews with your staff members, this can also be a great company culture video.

These videos can promote future events, highlight sponsors or provide a memento for attendees. By showcasing the best parts of an event, event coverage videos can help to build excitement and anticipation for the next one.

Event coverage videos allow organizers to reach a wider audience and provide a valuable resource for those unable to attend in person. Event coverage videos can be shared on social media, YouTube, or other platforms, making it easy for viewers to relive and share the experience.

This video is a recording of the first day of Lollapalooza 2021 Livestream, which is a virtual music festival that features top artists from various genres:

Takeaways:

• Event coverage videos capture the excitement and energy of live events and can be used to promote future events, highlight sponsors, or provide a memento for attendees.
• Event coverage videos are an excellent way to allow organizers to reach a wider audience and provide a valuable resource for those unable to attend in person.

Related Content: Is YouTube a Good Source for Organic Customer Acquisition?

19) Webinars: Marketing Secrets

Platforms like Zoom revolutionized the webinar, an online class or conference held via video conferencing. Since Zoom offers the option to download the video after live recording, many businesses post the video on YouTube and other social media platforms.

Why are webinars so popular among businesses? In a survey, 89% of respondents said webinars generated more qualified leads than other channels, making them effective marketing videos. Since webinars are perfect as master classes, they’re also perfect as educational videos.

Plus, webinars are affordable. All you need is a Zoom account, a computer with a webcam, an effective course, and someone on your team willing to host the webinar.

Many businesses host webinars, but Marketing Secrets is one of the most prestigious examples:

Marketing Secrets creates various types of video content, from small business videos to sales techniques. But they often host webinars, such as Secrets Masterclass. You can watch the entire video on YouTube for free.

Takeaways:

• Webinars are effective for generating qualified leads and are affordable to make.
• You can download the webinar from Zoom and upload it to YouTube and other social media platforms.

20) Promotional Videos: My Switzerland

Promotional videos are types of video content that most businesses make. After all, promotional videos explain your business and why you should shop there. But without the right angle, a promotional video plays like a commercial.

There are plenty of brands that make creative promotional videos, such as the travel agency My Switzerland. To sell a vacation to Switzerland, you don’t need to do much. After all, the country is beautiful, the food is delicious, and it’s full of activities. But that’s the angle My Switzerland has for its videos – Switzerland is so perfect there aren’t many ways to market the country.

How does My Switzerland use this angle? By getting celebrities involved, of course. Former tennis player Roger Federer is the spokesman, and he tries to woo celebrities into filming a commercial for My Switzerland.

From Robert de Niro declining a commercial because “there’s no drama”:

…to Anne Hathaway and Roger taken out of the commercial to not take away from Switzerland’s beauty, each video is unique and compelling – all featuring Switzerland’s perfection.

Takeaway:

• Promotional videos are a popular type of content, but can seem too much like a commercial without the right angle.
• Travel agency My Switzerland gets creative with their promotional videos, having celebrities decline or be unsatisfied with commercials because the country is too perfect for their performance.

21) Fake Documentaries: Slack

Documentaries are the second-most commonly released films in North America. Viewers love documentaries because they’re informative yet entertaining. Plus, documentaries can fit different genres: you can find documentaries about crime, politics, and even cats.

Because documentaries became so popular, the “fake documentary” genre emerged. While Borat is the most famous example, these types of videos cover everything from conspiracy theories to made-up bands.

Because fake documentaries are engaging and simple to make, businesses can use these as marketing videos. That’s exactly what Slack did:

Slack collaborated with Sandwich Video, Inc., creating a spoof documentary in which Slack hired Sandwich Video to create a commercial for them. Sandwich Video had never heard of Slack and tried to integrate Slack’s simple business messaging system into its unorganized communication and file-sharing strategy.

The result? Well, Sandwich Video promoted Slack in a company culture video. The video features interviews with Sandwich Video’s staff members and how they used Slack to communicate with the production team and share files.

The video is also humorous since the staff members admit they also use Slack outside of work activities, such as to send funny pictures.

Another great example is Zendesk. Google search was flooded with the keyword “zendesk alternative,” so they took back the traffic by creating a fake documentary of a grunge band called Zendesk Alternative.

Takeaway:

• Documentaries and fake documentaries are informational yet entertaining forms of video content.
• Slack got creative with its video marketing strategy, collaborating with Sandwich Video, Inc. to create a fake documentary where Sandwich Video’s production team uses Slack for the first time.

Last Word on Engaging Video Content

So if you’re not riding the video wave, you’re likely sinking. Ignoring video content isn’t just a missed chance to captivate your audience — it’s practically handing your competitors the spotlight.

Remember: Creating a brand video doesn’t require a Hollywood budget. Your iPhone is more than enough to kickstart your video journey.

By crafting interesting videos in different formats that resonate with your business’ ethos, target audience and objectives, you’re not just creating content — you’re building connections. And in the end, it’s these genuine connections that drive action and foster loyalty.

If you need to produce engaging video content to grow your business, Single Grain’s video creation and marketing experts can help!👇

Boost Video Engagement

Additional content contributed by Stephanie Jensen.

Video Content FAQs

• What type of content gets the most views?

  Keep in mind that the type of content that gets the most views can vary greatly depending on the platform, audience and current trends. Having said that, the most popular type of YouTube video based on total global views as of September 2023 is: Music Videos. 

  According to Statista, the music video “Baby Shark Dance” from Korean education brand Pinkfong has gotten 13.3 billion views so far.

• What type of content would make good use of video?

  The types of content that make good use of video include:

  • Educational and How-To Content: Demonstrative educational videos for teaching and learning.
  • Entertainment: Movies, series, and short films.
  • Marketing and Advertising: Marketing videos and explainer videos for promotional purposes.
  • News and Documentaries: Informative content about current events and historical or cultural topics.
  • Personal Vlogging: Sharing personal experiences and lifestyle content, often encompassing user generated video content.
• What are the 4 elements of a good video?

  The specific elements for a good video can vary depending on the type, target audience and purpose, but generally speaking, there are four pillars that generally contribute to its success:

  • Compelling Storyline: A clear and engaging narrative that captures and retains viewer interest, essential in brand videos and marketing videos.
  • High-Quality Visuals: Crisp, clear imagery, whether live-action or animated, that is visually appealing. This is crucial in creating videos for online video marketing. Good-quality audio, including voiceover, music, and sound effects, that enhances the video experience, is also important in marketing videos.
  • Emotional Connection: A good video goes beyond just information; it evokes emotions and resonates with your target audience on a deeper level. This could be achieved through humor, heartwarming moments, insightful storytelling, or beautiful visuals that inspire wonder.
  • Clear Call to Action (CTA): Encourage viewers to take a specific action, such as visiting your website, subscribing to your channel, or purchasing a product. Make your CTA clear and straightforward.
• What type of video content can be shared?

  Any type of video content can be shared, but the most popular types that get shared are:

  • Educational Videos: Instructional or informative content. FAQ videos work well.
  • Entertainment Videos: Movies, series, sketches, or short films.
  • Marketing Videos: Promotional or branded content, vital in video marketingstrategies.
  • Personal Videos: Vlogs or personal stories.
  • News, Documentary and Event Videos: Informative videos on current events or historical topics.
  • User-Generated Content: Videos created by and for the community, like reviews, tutorials, or personal experiences, increasingly prominent in online video sharing.
• What are the 3 most common media types for video?

  The most common media types, or formats, for video are:

  • MP4 (MPEG-4 Part 14): The reigning champion, MP4 is widely supported across platforms and devices. Its compact size and ability to hold multiple media streams make it ideal for online sharing and playback, especially for marketing videos and educational videos.
  • MOV (QuickTime Movie): Apple’s preferred format, MOV offers high quality for video, audio, and effects, but comes with larger file sizes. It’s often used for video editing and professional work, suitable for explainer videos and personalized videos.
  • WebM: Designed for online video, WebM offers good compression while remaining compatible with most modern web browsers. Popular on YouTube and other online platforms, it’s a great choice for user generated video content and video marketing strategy.

If you were unable to find the answer you’ve been looking for, do not hesitate to get in touch and ask us directly.