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video content

In a study conducted in 2018, it was reported that of all the internet activity in the United States, 85% of internet users watched online video content on any device. With the growing consumption of media and digital marketing, those statistics are likely to increase, especially after the impact of a global pandemic. Is your company struggling to maintain a digital appearance? Are you looking for new ways to reach your viewers? Below, we will explore the most popular video content types in today’s society and discuss how professional video production helps create a clean-cut result.

Video Content Viewers Look For

Although there are many additional video content types available to utilize in your video marketing strategy, we want to highlight five of the best video content methods that draw in clients, patients, and customers across multiple industries.

#1. Vlogs

Vlogs are an upgraded version of a blog for several reasons: viewers can see what you are talking about and they can put a face to a brand. They offer your brand a cost-effective platform to establish a unique brand voice and personable image that resonates with your target market.

It’s affordable and easy to capture a short vlog, off-the-cuff, with nothing more than your smartphone or webcam, and maybe a basic script jotted down on the side. This authentic approach gives your video content a relatable quality instead of a slick, corporate production.

One of the best types of video content for vlogging is the simple concept of sharing your day at work. What goes on behind the scenes? What could buyers, patients, or clients learn through a vlog that they wouldn’t learn through a brochure or web page?

YouTube celebrities, athletes, and influential entrepreneurs alike have been following this approach for years. As a result, it is incredibly impactful when building strong, transparent, lasting relationships with your audience.

#2. Behind the Scenes & Company Culture

As mentioned above, companies can provide great insight into their behind-the-scenes operations and company culture though strategic video content. Great brand storytelling can set a company apart from its competition, motivate employees, and captivate consumers all in one take. For this reason, one of the best types of video content you can use is a behind-the-scenes video that reveals your company culture.

Think of the popular reality tv show Undercover Boss. The CEO of a large corporation wants to know more about the behind-the-scenes functionality of the business and therefore goes “undercover” to reveal the nature of the company. As the show’s transparency revealed both positive and negative aspects of each company though this experiment, viewers were able to see more about the company culture than by looking at a polished website. 

As a result, this type of video content offers an immersive experience, pulling back the curtain on a company to allow customers and potential customers to forge a connection with your brand.

Viewers will put faces to the names of your team, including C-suite members. Your followers can see the design of your office, how you dress for work, what your personalities are like, and how your team interacts with each other.

#3. Interview Q&A

Interview videos are ideal when building your brand authority for the following reasons:

  • They allow you to align your brand with a thought leader or an inspiring person.
  • They help you establish authority with input from a respected voice.
  • They give your audience an intimate 1-to-1 experience, where someone in your business or market space answers hard-hitting questions.

To better display what your business or practice can do, video interviews can be unscripted. It’s best that the viewer can compare your presence on video with how you conduct business in person or over the phone. Genuine authenticity on video that matches your persona in the office will give prospective clients the confidence to trust you and your business. Filming the right person is a critical part of showing genuine authenticity and it is important that they offer a welcoming screen presence.

As another interview video content strategy, you can rapidly create a series of interviews to include different guests, leveraging their knowledge to power your content marketing. Therefore, your company will gain more credibility through brand association. Furthermore, the interviewees may share the videos through their channels, amplifying the reach to drive more traffic your way.

#4. Webinars & Live Events

People attend virtual webinars as an easy way to learn from you and your guests about the topics that matter to them. Additionally, webinars are an excellent tool to promote with paid ads. You can use Facebook ads to drive sign-ups for your webinar, then leverage that traffic to generate more leads and, eventually, make more sales from your product or service. It’s a win-win!

If you’re new to this method of video content, consider webinars as a free live event, which you set up with some simple calendar invites. Google Calendar is perfect for this, and you don’t need an elaborate script to run a webinar.

Different types of video content to include in your webinar may be the following:

  • Hosting an FAQ section to answer consumer queries
  • Reviewing a product with some existing customers
  • Doing a roundtable panel discussion with several gurus in your niche
  • Hosting a live event

It is important to remember that it is not necessary to constantly produce webinars to make an impact, either. As mentioned above, vlogs are published on a regular occurrence such as daily or weekly. However, you can still generate a decent ROI with a weekly or monthly webinar.

Live event videos are a combination of a webinar, vlog, and promotional video. As we nestle in on the era of social media, event videos are trending, and at times, “breaking the internet.” Live event videos are especially popular when they involve a sneak peek or behind-the-scenes preview of a glitzy corporate event.

#5. Presentations

TED Talks have grown steadily in trend as users watch a several minute video about various, interesting topics. Used primarily as a learning platform, TED Talks offer an engaging way to educate viewers in a succinct and professional way.

Presentations capitalize on the excitement of an event by combining it with the practical use of a webinar to create a compelling, relevant, and highly shareable video. When you think about it, most guests who appear on TED Talks are simply individuals who want to increase their brand presence and education. Therefore, if your business or medical practice relies on product or procedure education to viewers, posting a video presentation could greatly impact their retention.

One way that brands can leverage this format is by offering presentations at company events or small-scale networking events. This enables you to target a small (but focused) audience. Furthermore, capture it on video and share it on your social media platforms to generate user interaction online.

Boost Your Video Content with Franklin Media

We understand the significant value of implementing effective video content that aligns with your digital marketing strategy. That’s why at Franklin Media, we devote our services to creating a clean, clear, and high-quality video product for your business or organization by listening to your goals and desired outcome.

Our professional video experts are ready to travel to where you are and assist with your video marketing and other digital marketing needs. Contact us today to see how we can help grow your business or practice and to receive examples of our work!

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From Our Clients
  • It is a pleasure working with Franklin Media! Franklin Media’s team is very personable and professional when interacting with physicians and hospital staff, and they are the team I approach first when I have a filming or broadcast need.
    Kirsten White, Boston Scientific
  • …I have worked with Franklin Media on livestream and surgical video projects; they get an unreserved “thumbs up” from me.”
    Brian Christine M.D.,

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