In an era where about 30% of all Internet users are using ad blockers on their personal computers and mobile devices, it’s getting harder and harder to stand out in a crowded marketplace. Video content has emerged as one of the best ways to boost a businesses’ visibility. Video outperforms image and text content on social media, where organic reach is limited.
So which is the best video format for generating the most engagement on sites like Facebook, Twitter, and Instagram in 2019? In my opinion, there isn’t one “right format” to meet your needs.
There are six.
1. Customer Video Testimonials
According to one recent study, 65% of people who feel an emotional connection to a brand say that this is true because that brand cares about people like them. So how do you show your audience that you truly understand their pain points and do actually care about helping them, using video-on-demand (VOD)? Customer video testimonials are a great place to start. Here’s an example customer testimonial about Kapwing from one of our users.
To get started creating these types of testimonials, contact some of your existing, satisfied clients and ask if you can make a short video about their experience. Discuss the challenges they faced before finding your product or service, and then get them to go into detail about how their lives were better after. This is far more effective than a traditional advertisement because it’s both honest, and emotional; people can look into someone’s eyes and hear their voice while they’re speaking, which gives them a connection to latch onto in a way they won’t soon forget.
2. Product Demonstration Videos
Product demonstration videos are a perfect chance for you to help people get more out of their purchase, all while making your product or service look as enticing as possible as well. Not only does this type of video help explain the way something works, but also studies have shown that 73% more people will buy your product after they watch a video about it. Here’s a product demo of the Kapwing Studio from a PR Expert and Kapwing advocate:
Putting product demonstration videos on social media sites like Instagram, Instagram Stories, and Facebook is also a perfect chance for people to see what you have to offer in action. It gives them something tangible to get excited about and it’s easier for them to visualize how something will fit into their lives. To get the most out of your demo video, you can pin the video on your Facebook, or Twitter timeline, so that everyone that visits your page can get a sense of what you have to offer. You can even use online services to find free music for videos and add the perfect music track to your demo video.
3. Question and Answer Videos
Question and answer videos are perfect for social media because they open a direct line of communication with your audience. It’s also a great way to essentially outsource some of the content creation processes. Instead of spending all night trying to come up with topics you hope your audience will find relevant, just let them tell you what they want you to talk about.
Q&A sessions can cover anything, from why you founded your business to what your brand has coming up that people should start getting excited about. But more than anything, this creates another layer of transparency between you and your audience. You’re teaching people that when they have important questions, they can come straight to YOU for the answers. You can also find new questions to answer by browsing Google Search, Quora, and YouTube. This helps them emotionally connect with your brand in a more authentic way, and helps establish your own expertise and trustworthiness at the same time.
Vlogs are one of the best video formats you can leverage on social media because they’re easy to make and give a personality and face to your company. Here’s a vlog we posted on the Kapwing IGTV channel:
“Vlog” is a term short for “video blog,” and it’s essentially exactly what it sounds like. Instead of creating a 1,000-word blog on a subject, you instead create a video covering the exact same information. Some companies use vlogs as an opportunity to talk about the latest techniques and trends in their industry, for example. When you consider that 59% of people say they would rather watch a video than read a blog, even if they were going to learn the exact same information from both sources.
5. Company Culture Videos
Company culture videos are perfect for social media because they give you a chance to pull back the curtain and let people learn about what day-to-day life at your business is actually like. If you were in the process of throwing an upcoming event, for example, you could film a series of company culture videos showcasing the planning of that event, the physical preparations and more. It will give people an idea of the real people hard at work making the products they live and make no mistake, people will notice.
Remember that about 94% of consumers say they’re more likely to be loyal to a brand if that brand offers “complete transparency.” Company culture videos (and vlogs, as outlined above) are your chance to capitalize on that fact.
Last but not least we have interviews – the perfect opportunity to give your audience helpful, relevant content while leveraging someone else’s experience to your advantage at the same time.
Find a voice in your industry that your audience cares about, reach out to them and speak to them about interesting topics that might prove insightful. You could choose to get their unique perspective on industry trends or ask them to tell their story. Or you can give them a chance to go into detail about the entrepreneurial path they took to get to the position they’re in today.
It doesn’t matter – provided that someone is willing to talk and your audience cares about what they have to say, you’ve got the makings of a great video that will generate an enormous amount of engagement on social media. Personally, that’s the kind of content that I look for when choosing the brands I want to do business with.