Have you ever found yourself uncontrollably watching videos on TikTok, YouTube, or even Facebook? In just one moment and you didn’t notice that you’ve been stuck on your phone binge-watching for hours. 

According to the latest data, 78% of web users watch videos every week, and 55% mention watching videos daily. In addition to this, roughly 33% of all activities online are spent watching or streaming video content. Taking this into consideration, video content is undoubtedly one of the most popular types of content consumed by internet users nowadays.

It’s so easy to fall into the rabbit hole of YouTube recommendations, Facebook shorts, and TikTok challenges. That is why the ecommerce industry is also adopting video content as one of its most effective marketing tools. With that, here’s an important guide on how to create various video content for your online business.


Why Start A Video Marketing Strategy?

Source: Unsplash 

Before we go through the different steps to creating video content, let’s dive deeper into video marketing first. Video marketing is a relatively new tool and strategy. It first came to life early in the 2000s when YouTube was introduced and the site served as the primary video-sharing platform. 

By 2022, videos became an integral part of most business marketing campaigns. According to a recent survey, 86% of businesses worldwide incorporate video in their marketing strategy. In addition, more than 85% of marketers believe that videos have been extremely effective in generating leads and bringing positive ROI.

But what makes video marketing any different from other strategies or campaigns?

A video marketing campaign refers to the use of video content to gain an audience, promote a brand, and engage customers. Much like any other business strategy, the end goal for video marketing campaigns is to generate and boost sales

There are different types of video content that marketers can use for their strategy. Oftentimes, the kind of video used for a particular campaign depends on the target audience, the business niche, and the marketing platforms they are going to use. 


Guide To Video Content Creation


Types of Video Content for Digital Marketing

Given the primary purpose of video marketing, here are some of the most popular types of video content:

Source: Unsplash


How-to or Tutorial Videos

Tutorial videos are one of the most effective ways to build and engage an audience. The goal of how-to videos is to provide valuable information, raise awareness, as well as build trust among consumers. 

Tutorial videos help brands to set themselves up as experts in their niche. The idea is that those knowledgeable and experienced enough would be able to provide quality content. Thus, allowing them to grow a significant amount of following from those interested in learning through expert and reliable instructions.


Product Demonstration Videos

Product demonstration videos are a more direct-to-the-point marketing strategy to promote a product or service. This type of video typically dives into product features, construction, benefits, and even advantages over other products of the same nature. 

Just like tutorial videos, product demonstrations also allow brands to establish themselves as experts in their field. This is because product demonstrations often involve in-depth analysis and a more technical approach to delivering content. Taking this into consideration, product demos are not typically utilized as a starter but instead, aim to encourage those already interested in the product to boost sales. 


Explainer Videos

Explainer or educational videos are often considered the simplest in terms of their content and production. This type of video content aims to provide answers to the audience’s most frequent questions about a product, service, or topic. The beauty of explainer videos is that the content can be vague and introductory in nature or it can also be an in-depth discussion. 

This makes explainer videos suitable as a starting point for new audiences. At the same time, more technical educational content would also provide relevant information for those more versed in the topic or niche. Regardless, the goal of educational videos in marketing is to provide support to prospective customers by offering relevant content regardless of wherever they are in their buyer’s journey.


Testimonial Videos

Customer referrals are considered one of the most effective tools to influence and encourage potential leads and customers. Taking this into consideration, marketers can use testimonial videos to provide real insights into successful sales and satisfied customers. 

Testimonial videos provide your audience with more tangible proof of how effective your product or service is. It allows them to see your business in action and hold onto the words of the past customer about the quality of your product. Aside from that, testimonial videos help increase your reliability as well as the customer’s trust in your credibility as a service provider.


The Importance of Video Content Format and Platform

Source: Unsplash


Marketers can create video content using a variety of formats. But as mentioned above, this typically depends on the campaign’s target demographic, the type of marketing platform, and the business’s niche. This is crucial in ensuring that the video content is delivered in a way that is suitable for, digestible, and accessible to the target audience. 

The most common video content formats used today include:


  • Vlogs
  • Webinars
  • Livestreams
  • Shorts/Reels/Highlights
  • Live interview
  • Q&A


In order to effectively carry out a video marketing campaign, it is important to identify the people you are campaigning for. Let’s say that your target audience is the younger generation, probably those who belong to the Millennials age group. Then, it’s the marketer’s responsibility to know the nuances and consumer habits of this demographic. 

Recent data shows that Millennials (1981-1996) spend an average of 20 hours per week watching videos on a variety of platforms. This includes streaming platforms such as Netflix, Disney Plus, and Amazon Prime Video. However, millennials also enjoy watching videos on social media sites, primarily Instagram and YouTube.

Taking this into consideration, it is crucial to plan your marketing campaign in a way that would best fit your target audience. In this case, the goal is to take advantage of the fact that millennials spend a considerable amount of time a day watching videos and they use YouTube and Instagram the most. Digital marketers, therefore, need to design their video content that would work perfectly on these specific platforms in order to get the most engagement..


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