This is proven by the fact that social media videos are shared 12 times more than the images and texts combined. If that is not convincing enough, it has been observed that 64% of the consumer commit to buy after watching brand videos featured on social media.

Video marketing is nothing new- it has been around since the days of cinema and TV, but it has grown wings and taken off in the age of smartphones and social media.

Looking at the emerging trends and favorable statistics, video marketing should be on the top of any marketer’s or business’ list of tools. Social media has provided an excellent platform for businesses to make use of this growing trend of watching videos.

There are different types of videos that can be used on social media. They are:

1. Do-it-yourself videos

DIY videos make it easy for the viewer to understand the exact process of how to use products and services. These instructional videos include step-by-step instructions for helping the audience do something on their own.

These videos demonstrate your expertise in your industry while helping your audience understand the product better. DIY videos are very engaging and encourage the viewer to seek more information.

Here is an interesting DIY video by Buzzfeed Tasty. It’s fun and quirky and it shows the process to cook a classic Jamaican dish in the most interesting manner. The presenters are father and son duo who have an interesting chit chat going on which provides fun insights into their relationship as well as cooking.

2. Product videos

These are videos that demystify your product or services for the consumer. It is easier for the viewer to understand and assimilate the information when it is presented in an audio-visual format rather than just text.

Product videos can include explainer videos that tell youi what the product or service is, how it is useful to you or how it can solve a problem for you. They can also be demo videos that demonstrate what the product is and what it can do.

The third type of product videos are teasers, which give glimpses of the product and its capabilities. Product videos can be used to highlight its features, benefits and uses. They are a must when introducing a new product or service in the market as they help to enhance exposure and familiarize the consumer with the product.

This video for Xiaomi face masks is an excellent example of an explainer video. It has a clean and attractive theme and presents the information in a very simple and easy to understand manner. It not only presents the product, but also the problem and how the product can solve the problem.

3. Vlogs

Vlogs are the video equivalent of a blog. They can be used to demonstrate your expertise in the industry and engage your audience with interesting information. They also provide regular interaction with your audience and keeps them interested in your business and its products or services.

These videos are an excellent way to repurpose your existing material from blogs, popular social media posts, etc., giving you additional content for your social media without too much work. Vlogs are very popular on LinkedIn, Instagram, Facebook, etc. You can also post these on your own website.

This vlog is a good example of all that a vlog should be. It is engaging and is presented in a clean and easy-to-understand manner. The presenter has a peppy personality that creates an upbeat feel about the vlog, and most importantly, the vlog gives actionable tips that are valuable to the viewer. It is perfectly produced for its target audience.

4. Customer testimonial videos

These videos are important for any business as they are more relatable to the audience. It is your product presented from the point of view of the end user. These videos show customers speaking about their personal experiences with your brand or company.

They talk about who they are, why they used your products for and how it has made a difference in their lives. The peer review helps to instill trust in the viewer and encourages them to turn into customers; this can have a big impact on your brand perception and ROI.

A really effective example of a customer testimonial video comes from Terminus: Account-Based marketing. Here, their customer, Snowflake Computing, talks about the problem they had and how Terminus has helped them to solve the problem as well as how it is helping them grow and drive their account-based marketing campaigns.

It is a very credible video that evokes trust in the product and provides enough information to the viewer to be able to make an informed decision to become a customer.

5. Influencer videos

As the name suggests, this is a video that features an influencer who can be a social media star from any niche; they could be chefs, business and tech experts with a big following.

Using an influencer to talk about and endorse your brand or product in a video is a good strategy for any marketer. Creating engaging videos that include an influencer will give you great leverage with your intended audience.

Sephora, the multinational chain of personal and beauty product, hits all the right notes with their influencer video with Natalie Suarez, a beauty and lifestyle influencer.

Natalie and her sister Dylana take the viewers on a walk through a Sephora store trying out various products and discussing the brand and their special characteristics.

The duo make the video very watchable with actionable tips on makeup and the products evoking interest and curiosity about Sephora and its brands. The video was streamed live on Sephora’s Facebook page.

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*Image courtesy of Vecteezy