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12 Best Video Content Types for Small Businesses

Video content is a dynamic and highly engaging way for small business owners to showcase their products, share their story, and connect with customers. This section covers a variety of video content types, including tutorials, product demos, webinars, and live streams. Video can capture your audience's attention more effectively than text or images alone, making it an excellent tool for demonstrating how your products work, providing valuable information, and creating a personal connection with viewers. High-quality video content can significantly boost your brand awareness and attract new customers by making your business more relatable and trustworthy.


video content types

Creating video content doesn't have to be expensive or complicated. With a smartphone or a simple camera, you can start filming videos that highlight your products, offer tips and advice, or give behind-the-scenes looks at your business. Online tools and apps make it easy to edit and enhance your videos, ensuring they look professional even with minimal investment. Whether you're hosting a live stream to interact with your audience in real-time or creating short, informative videos for social media, incorporating video content into your marketing strategy can have a big impact, helping you reach a broader audience and drive customer engagement.


This is the Video Content Types section of the guide titled 'Business Boosters: Best Content Types to Capture Customers' (including downloadable checklist) to help you select which individual content types will help you to build positive brand awareness and grow new customers for your business.


Tutorials/How-To Videos


Overview of Tutorials/How-To Videos


Tutorials or how-to videos are instructional videos that teach viewers how to accomplish a specific task or use a product. They range from a few minutes to an hour, depending on the complexity of the topic.


Business Best Suited to Tutorials/How-To Videos


Ideal for businesses offering products or services that require explanation or demonstration, such as tech companies, beauty brands, and DIY stores.


What Type of Audience Engages with Tutorials/How-To Videos


Customers looking for guidance on using a product, solving a problem, or learning a new skill. This includes DIY enthusiasts, tech users, and hobbyists.


The Characteristics of Tutorials/How-To Videos


  • Clear, step-by-step instructions

  • Visual demonstrations of tasks or product usage

  • Professional or conversational tone

  • Often includes text overlays or graphics for clarity


Benefits of Tutorials/How-To Videos


  • Builds trust and credibility

  • Enhances customer satisfaction and reduces support queries

  • Drives traffic to your website or social media channels

  • Can be repurposed into blog posts or social media snippets


Limitations of Tutorials/How-To Videos


  • Time-consuming to produce

  • Requires good quality video and audio equipment

  • Needs careful planning and scripting to be effective


Required Skill Level of Tutorials/How-To Videos


  • Skill Level: Intermediate

  • Requires good planning, filming, and editing skills to produce clear and engaging videos.


Product Demos


Overview of Product Demos


Product demos are videos showcasing the features and benefits of a product. They highlight how the product works and why it’s valuable to customers.


Business Best Suited to Product Demos


Best for businesses with new or complex products, such as tech companies, appliance manufacturers, and software developers.


What Type of Audience Engages with Product Demos


Potential customers researching a product before purchase, tech enthusiasts, and existing customers looking to understand new features.


The Characteristics of Product Demos


  • Detailed walkthroughs of product features

  • High-quality visuals and clear narration

  • Focuses on benefits and use cases

  • Often includes close-up shots and animations


Benefits of Product Demos


  • Helps customers make informed purchasing decisions

  • Reduces the need for in-person demonstrations

  • Increases customer confidence and satisfaction

  • Can be shared across multiple platforms


Limitations of Product Demos


  • Requires high-quality production to be effective

  • Needs thorough planning and scripting

  • Can be time-consuming to create


Required Skill Level of Product Demos


  • Skill Level: Intermediate to Advanced

  • Requires strong filming and editing skills, as well as a deep understanding of the product.


Webinars


Overview of Webinars


Webinars are live or pre-recorded online seminars where presenters share information, insights, or training on a specific topic. They often include interactive elements like Q&A sessions.


Business Best Suited to Webinars


Ideal for educational institutions, consultancy firms, and any business offering training or thought leadership in their industry.


What Type of Audience Engages with Webinars


Professionals seeking professional development, clients interested in in-depth information, and potential customers looking for expert insights.


The Characteristics of Webinars


  • Interactive and educational format

  • Live or pre-recorded presentations

  • Includes slides, video, and interactive Q&A

  • Hosted on webinar platforms like Zoom or GoToWebinar


Benefits of Webinars


  • Establishes authority and thought leadership

  • Engages and educates your audience

  • Generates high-quality leads

  • Can be recorded and repurposed as on-demand content


Limitations of Webinars


  • Requires significant preparation and promotion

  • Needs reliable technology and good internet connection

  • Can be time-consuming to plan and execute


Required Skill Level of Webinars


  • Skill Level: Intermediate to Advanced

  • Requires good presentation skills, technical know-how, and the ability to engage an audience.


Live Streams


Overview of Live Streams


Live streams are real-time video broadcasts that allow businesses to engage with their audience directly. They can be used for events, product launches, Q&A sessions, and more.


Business Best Suited to Live Streams


Suitable for businesses wanting to interact with their audience in real-time, such as media companies, event organisers, and e-commerce brands.


What Type of Audience Engages with Live Streams


Engaged and loyal customers, fans, and anyone interested in real-time interaction and updates from your business.


The Characteristics of Live Streams


  • Real-time video and audio broadcast

  • Interactive with live chat and Q&A

  • Authentic and unscripted feel

  • Streamed on platforms like Facebook Live, Instagram Live, and YouTube Live


Benefits of Live Streams


  • Real-time engagement with your audience

  • Creates a sense of urgency and exclusivity

  • Builds a community around your brand

  • Easy to set up and use with social media platforms


Limitations of Live Streams


  • Unpredictable and may face technical issues

  • Requires a reliable internet connection

  • Needs good preparation and practice


Required Skill Level of Live Streams


  • Skill Level: Beginner to Intermediate

  • Basic familiarity with streaming platforms and good presentation skills.


Customer Testimonials


Overview of Customer Testimonials


Customer testimonials are video recordings of satisfied customers sharing their positive experiences with your product or service. They provide social proof and build trust with potential customers.


Business Best Suited to Customer Testimonials


Any business looking to build credibility and trust, such as service providers, e-commerce stores, and B2B companies.


What Type of Audience Engages with Customer Testimonials


Potential customers who seek validation and social proof before making a purchase decision.


The Characteristics of Customer Testimonials


  • Short and genuine accounts from real customers

  • Focuses on specific benefits and positive outcomes

  • Includes clear visuals and good audio quality

  • Often used on websites, social media, and marketing materials


Benefits of Customer Testimonials


  • Builds trust and credibility

  • Provides authentic social proof

  • Persuades potential customers to make a purchase

  • Easy to share and promote across various platforms


Limitations of Customer Testimonials


  • Requires finding willing and articulate customers

  • Needs good quality recording and editing

  • May need incentives to encourage participation


Required Skill Level of Customer Testimonials


  • Skill Level: Beginner to Intermediate

  • Basic filming and editing skills, along with the ability to conduct customer interviews.


Behind-the-Scenes Videos


Overview of Behind-the-Scenes Videos


Behind-the-scenes videos give viewers an inside look at your business operations, showing how products are made, what the workplace is like, or the people behind the brand. They are typically informal and candid.


Business Best Suited to Behind-the-Scenes Videos


Perfect for businesses looking to build a personal connection with their audience, such as craft manufacturers, creative agencies, and small local businesses.


What Type of Audience Engages with Behind-the-Scenes Videos


Customers who value transparency and authenticity, loyal fans of your brand, and people curious about how your business operates.


The Characteristics of Behind-the-Scenes Videos


  • Informal and candid tone

  • Shows real-life processes and people

  • Can be spontaneous or lightly scripted

  • Often short and engaging


Benefits of Behind-the-Scenes Videos


  • Builds trust and authenticity

  • Makes your brand more relatable

  • Provides unique content that stands out

  • Can be produced with minimal equipment


Limitations of Behind-the-Scenes Videos


  • Requires consistent and interesting content

  • May expose operational flaws or issues

  • Needs good video and audio quality to be effective


Required Skill Level of Behind-the-Scenes Videos


  • Skill Level: Beginner to Intermediate

  • Basic filming and editing skills, and a good understanding of what aspects of your business will engage viewers.


Event Coverage


Overview of Event Coverage


Event coverage videos document live events, such as conferences, product launches, or community gatherings. They capture key moments and highlights to share with those who couldn’t attend.


Business Best Suited to Event Coverage


Businesses that host or participate in events, such as trade shows, industry conferences, or community activities, like event planners, tech companies, and local businesses.


What Type of Audience Engages with Event Coverage


People interested in the event, those who could not attend, and anyone wanting to see the highlights and key moments.


The Characteristics of Event Coverage


  • Professional and dynamic tone

  • Includes highlights and key moments

  • Often features interviews, speeches, and activities

  • Can be live-streamed or recorded for later viewing


Benefits of Event Coverage


  • Extends the reach of your event

  • Provides engaging content for your audience

  • Showcases your business’s active participation and leadership

  • Can be repurposed into shorter clips for social media


Limitations of Event Coverage


  • Requires good planning and coordination

  • Needs high-quality recording and editing to capture the best moments

  • Can be resource-intensive in terms of time and equipment


Required Skill Level of Event Coverage


  • Skill Level: Intermediate to Advanced

  • Requires good filming and editing skills, as well as the ability to capture the essence of the event.


Vlogs


Overview of Vlogs


Vlogs (video blogs) are regular video updates from an individual or business, sharing insights, experiences, and opinions. They are personal and often informal, giving viewers a sense of connection with the creator.


Business Best Suited to Vlogs


Businesses that want to build a personal brand and connect with their audience on a regular basis, such as entrepreneurs, lifestyle brands, and small business owners.


What Type of Audience Engages with Vlogs


Fans of the vlogger, customers interested in personal insights and behind-the-scenes content, and viewers who enjoy regular updates.


The Characteristics of Vlogs


  • Personal and informal tone

  • Regularly scheduled updates

  • Often includes direct interaction with viewers

  • Can be filmed with simple equipment


Benefits of Vlogs


  • Builds a strong personal connection with your audience

  • Easy to produce and cost-effective

  • Increases engagement and loyalty

  • Can cover a wide range of topics


Limitations of Vlogs


  • Requires consistent content creation

  • Needs a likable and engaging personality

  • May take time to build a significant audience


Required Skill Level of Vlogs


  • Skill Level: Beginner to Intermediate

  • Basic filming and editing skills, and a comfortable on-camera presence.


Animated Videos


Overview of Animated Videos


Animated videos use graphics and animations to convey messages, tell stories, or explain concepts. They can range from simple motion graphics to complex animations.


Business Best Suited to Animated Videos


Businesses looking to explain complex ideas in an engaging way, such as tech companies, educational institutions, and marketing agencies.


What Type of Audience Engages with Animated Videos


Customers who prefer visual and engaging content, people looking to understand complex information easily, and audiences of all ages.


The Characteristics of Animated Videos


  • Creative and visually engaging

  • Can simplify complex concepts

  • Often includes voiceovers and background music

  • Suitable for a variety of topics and styles


Benefits of Animated Videos


  • Highly engaging and attention-grabbing

  • Can explain complex ideas simply

  • Versatile and adaptable to different topics

  • Professional and polished look


Limitations of Animated Videos


  • Can be time-consuming and costly to produce

  • Requires specialised skills in animation and design

  • Needs to be updated if information changes


Required Skill Level of Animated Videos


  • Skill Level: Intermediate to Advanced

  • Requires strong animation and design skills, or the ability to hire professional help.


Explainer Videos


Overview of Explainer Videos


Explainer videos are short, engaging videos that explain a product, service, or concept in a clear and concise manner. They often use animations, voiceovers, and simple graphics to break down complex ideas.


Business Best Suited to Explainer Videos


Ideal for businesses with products or services that need explanation, such as tech companies, start-ups, and educational institutions.


What Type of Audience Engages with Explainer Videos


Potential customers, clients, and anyone interested in understanding a product or concept quickly and easily.


The Characteristics of Explainer Videos


  • Short and to the point (usually 1-3 minutes)

  • Uses animations, graphics, and voiceovers

  • Focuses on simplifying complex information

  • Often includes a clear call to action


Benefits of Explainer Videos


  • Increases understanding of your product or service

  • Engages viewers with visually appealing content

  • Enhances brand credibility and trust

  • Can be shared across various platforms


Limitations of Explainer Videos


  • Requires professional production to be effective

  • Can be expensive and time-consuming to create

  • Needs to be regularly updated to stay relevant


Required Skill Level of Explainer Videos


  • Skill Level: Intermediate to Advanced

  • Requires animation and video editing skills, or the ability to hire professionals.


Interviews


Overview of Interviews


Interviews are videos where a person or group of people answer questions about a specific topic. They can be conducted with industry experts, employees, or customers and are usually presented in a conversational format.


Business Best Suited to Interviews


Best for businesses wanting to showcase expertise, share insights, or highlight customer experiences, such as consulting firms, educational institutions, and media companies.


What Type of Audience Engages with Interviews


Professionals, potential clients, and customers interested in gaining insights from experts or hearing real-life experiences.


The Characteristics of Interviews


  • Conversational and engaging tone

  • Features a host and one or more interviewees

  • Can be formal or informal

  • Often includes b-roll footage or supporting visuals


Benefits of Interviews


  • Builds credibility and trust

  • Provides valuable insights and information

  • Engages the audience with real-life stories

  • Can be used for various marketing purposes


Limitations of Interviews


  • Requires coordination and scheduling

  • Needs good quality audio and video equipment

  • May require editing to maintain viewer interest


Required Skill Level of Interviews


  • Skill Level: Intermediate

  • Requires good interviewing and editing skills, and the ability to make the interviewee comfortable on camera.


Documentaries


Overview of Documentaries


Documentaries are in-depth videos that explore a topic, event, or story in detail. They combine interviews, b-roll footage, and narration to provide a comprehensive look at the subject.


Business Best Suited to Documentaries


Suitable for businesses that want to tell a compelling story, showcase their history, or delve into a significant issue, such as non-profits, media companies, and educational institutions.


What Type of Audience Engages with Documentaries


Viewers interested in deep, meaningful content, such as customers, potential donors, and anyone who wants to learn more about a particular subject.


The Characteristics of Documentaries


  • Detailed and narrative-driven

  • Combines interviews, footage, and narration

  • Often longer in length (10 minutes to an hour)

  • Requires thorough research and storytelling


Benefits of Documentaries


  • Builds a strong emotional connection with viewers

  • Positions your business as a thought leader

  • Provides in-depth information and insights

  • Can be a powerful tool for raising awareness


Limitations of Documentaries


  • Time-consuming and expensive to produce

  • Requires extensive planning and research

  • Needs high-quality production to be effective


Required Skill Level of Documentaries


  • Skill Level: Advanced

  • Requires strong storytelling, filming, and editing skills, along with research and interview capabilities.


Next Step: Go through the Interactive Content Types to select the ones matched with your business.

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