Customers want more videos from you. According to HubSpot, 54% of them prefer exactly this type of content from brands. A bit fewer people choose emails (46%) and social images (41%), and a relatively small number (18%) is ready to read blogs.

Let’s discuss the top 10 ideas of wholesome and entertaining content for consumers that at the same time are efficient for businesses in terms of brand awareness, engagement, and conversion growth.

Before We Begin

An important note before we dive into the video content theme. As it’s essential to provide customers the best video resolution and lightning-fast speed of sites, you should examine and do your best to boost the website’s overall performance before embedding lots of videos. Otherwise, you can end up slowing down your site with heavy or unoptimized media content, causing users to leave the page.

The cutting-edge web development technology called a PWA (progressive web app) is now the best way to improve the loading speed and the UX/UI of desktop and mobile site versions simultaneously. Check out some of the best progressive web app examples that have been created so far.

Now let’s move on to the top 10 video content ideas to pick up your marketing strategy!

1. Demo Videos

When it comes to online shopping, nothing can be more informative for a prospect than a video where the product is demonstrated in all its glory from every single angle. In a recent survey, 84% of buyers admitted that exactly video persuaded them to purchase items.

Such content will be useful everywhere: on product pages, social media, and landings. At this point, you are probably trying to estimate potential expenditures on renting equipment, hiring cameramen, and on further video editing but don’t hurry with conclusions.

Screenshot taken on the official ASOS website

Take a look at the screenshot taken from the ASOS store. Filming is conducted together with photoshoots, and these teasers don’t seem to be expensive. In the meantime, videos provide more valuable information about how the outfit behaves on the body.

Nowadays, the audience is keener on more simple, authentic, and natural-looking videos. Although video production is anyway time-consuming, even a modern phone can ensure a satisfying quality. Try to film varied types of demos such as unboxing, quick reviews, and test drives.

2. Helpful Content

Reportedly, 96% of people used videos with explanations to explore a product or service.

Take a look at the screenshot from Ikea’s official YouTube channel. It contains tons of useful content regarding decoration, home gardening, and cooking. But the most important videos here are dedicated to assembling different pieces, including even kitchen and bathroom furniture. These video instructions showcase the full process in detail.

Screenshot taken on the official Ikea YouTube channel

So, consider creating “how-to” and other educational videos. Such content is a sign of the company’s care which makes people grateful and satisfied. After all, it can reduce the number of customers who need to contact your support team.

3. Immersive Videos

360° videos allow users to walk, for instance, across a physical shop while being at home. The immersive effect differs slightly depending on the device and the equipment that a person uses. If it’s being played via a phone or a tablet, a user can either swipe their screen or move the device around them.

Videos on a PC are controlled by the mouse. The best option is to wear Oculus or Samsung Gear VR, but the effect can be achieved even without them. Basically, 360° videos allow just to look around, while VR videos may have some interactive features.

World-renowned brands like Samsung, Netflix, and Infinity use these technologies to promote their new products through a fresh immersive experience. Take a look at the screenshot below. This is how Samsung introduced its 360-degree cameras.

Screenshot taken on the official Samsung YouTube channel

360° videos are a suitable option for those companies that are better represented offline and want to attract people. Also, these videos can contribute a lot to travel agencies, game creators, and people who wish to rent an apartment or a house.

4. Live Videos

Streams are getting more and more viral, as the pandemic is still here and many countries are on lockdown. Companies occasionally go live via Instagram, Facebook, and Youtube.

Take a look at the series of screenshots from the Instagram accounts of international brands. It’s worth noting that they not only promote their collections but also conduct educational and entertaining broadcasts. There is a huge room for maneuver. You can stream wholesome webinars, interviews, presentations, events, and masterclasses. Note also that Clinique embedded a shoppable tag of the mentioned product right into the video. Instagram allows to add them everywhere, which is great for sales.

Screenshots taken on the official Mango, Clinique, and BMW Instagram accounts

5. Augmented Reality Try-Ons

People have got accustomed to making online orders, but AR can improve this experience significantly. When you can see how the shape of sunglasses or a model of shoes fits you, you’re more confident about your purchases. AR-based Try-Ons can be this convincing factor for ordering a particular item.

Take a look at the screenshots from the Gucci app. The brand suggests trying quite a wide range of products: sneakers, watches, eyewear, hats, lipsticks, and even nail polish. The process is so handy and fascinating that you can end up trying on every single piece! Certainly, you can buy the product straight away.

Screenshot taken on the official Gucci app

6. Viral Videos

Of course, we mean Tik-Tok and Instagram Reels. These platforms give tremendous space for creativity. Hilarious, ironic, stylish, and sometimes a bit provocative videos have an immense potential to go viral and engage a huge number of people.

Look at the screens from Guess’s Tik-Tok. These videos are so vivid and funny that you want to see them all!

Screenshot taken on the official Guess Tik-Tok account

7. Customer Videos

Share the best of them on the product pages as well as on social media. Such an approach helps to build bridges between a business and its clients.

The fastest and easiest way to gain people’s videos is to encourage them to share their Instagram stories that feature the product and to tag your account.

The YouTube channel of GoPro is entirely based on user-generated content, as you can see on the screenshot below.

Screenshot taken on the official GoPro YouTube channel

8. Expert Content

This is an entirely new level of knowledge sharing in comparison with helpful videos which we mentioned before. Some businesses offer extremely complex products that open an opportunity to create plenty of valuable content.

Take a look at the screen from the Adobe Creative Cloud channel on YouTube. There are numerous tutorials regarding different Adobe solutions and their possibilities.

Screenshot taken on the official Adobe YouTube channel

9. Animated Videos

This is a perfect way out for companies whose major specializations are courses, services, software, and other fairly abstract products. The good news is that every concept can be explained through animation.

For instance, see the screenshot from the Salesforce channel on YouTube. This animated explainer gives the idea about what a CRM is. Sharing screens and giving detailed explanations is the option for a more advanced audience. But if the aim is to appeal to leads and to get people acquainted with the product, you need to create something simple, nicely organized, and good-looking.

Screenshot taken on the official Salesforce YouTube channel

10. Customer Testimonials

How do you convince somebody to opt for your product? Certainly, by providing some reliable social proof. Particularly it’s important when it comes to choosing services or educational courses.

The screenshot below showcases how City, University of London leverages such a type of video. Students and graduates tell about the knowledge and perspectives that the courses have given them. Such videos make applicants even more passionate about studying there. It’s a wise step for any complex business to record reviews of their loyal customers who will be happy to share their experience and show how the firm helped them.

Screenshot taken on the official City, University of London YouTube channel

Final Word

There are endless possibilities of expanding a brand’s presence and impact via video marketing. This sort of content is getting more and more appreciated by the audience. That’s why in 2020 approximately 86% of businesses used video as an integral part of their marketing strategy compared with 61% in 2016. Be sure that your company is one of them.

About the Author


Kate Parish, Chief Marketing Officer at Onilab with 8+ years of experience in Digital Marketing and website promotion. Kate always strives to stay in pace with the ever-advancing online world, and the sphere of Magento PWA development. Her expertise includes in-depth knowledge of SEO, branding, PPC, SMM, and the field of online sales in general.

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