Instagram, TikTok, YouTube — all three of these platforms are insanely popular, and video-driven. You may not like ‘em or get ‘em, but you gotta be there if you want others to ever learn about your humble person or the products/services you are selling.
Just think about the numbers. In 2021, your average adult is expected to watch over 100 minutes of online videos per day, up from 67 minutes per day in 2018. OK, so what? People just watch videos for fun all the time.
Yes and no. Entertaining videos are surely popular for the ‘fun’ component. But they also often serve as an advertising launchpad for advertisers who sponsor creators or purchase ad space in their videos. It’s no big secret that popular YouTubers earn well into seven-figures. And advertisers win too since as much as 88% of marketers state that video marketing brings in positive ROI. Back in 2015, only 33% claimed the same.
The trend is pretty here: video is popular, it works as an advertising medium as the consumer sentiment towards it is strong, and it will only grow in popularity further.
So, if you want to find your audience on social media, the best method will be via video, no matter what the purpose of each video may be. You just need to settle on the types of videos you are going to produce (because no one wants to see your iMovie animated presentation, OK?).
Below are 6 ways better types of videos you should consider creating as you plan your foray into video publishing.
Round-up videos are the listicles of social media. They are data-light (read easy-to-research and produce), fun, and nearly always hit the mark. Why? Because our brain is inherently attuned to establish order out of chaos. As the online environment can be somewhat overstimulating, our brain can feel vaguely disoriented. A listicle instills that elusive feeling of organization, plus gets a clear heads-up on what to expect next.
Round-up videos do the same trick to our brain and that is what makes them instantly popular with the viewers. While this type of video content isn’t as impactful since a lot of people tend to skip steps, it’s a nice ‘entry-level’ format that you can use to ‘warm-up’ your new channel and attract the initial views.
In the early days of Disney Productions, creating cartoons was a laborious process. Manual artists drew thousands of small pages of a character in tiny movements. Then that stack of papers was filmed as they were flipped through, giving the character movement through a scene. Technology has changed all of this and resulted in stop motion videos.
Now, the “Disney effect” can be achieved by taking photos of objects while their position or shape changes. You can do this manually or take time-lapse photography, such as a sunrise, for example. This guide explains pretty well how to make stop motion videos if you care about more technical details.
What makes stop motion videos a great asset for social media?
- Stop motion videos are aesthetically pleasing and thus, draw more attention.
- They offer a creative way of featuring even the most ‘boring’ products.
- Plus, they can be produced at home with relative ease once you get a better grasp of the technicalities.
This Instagram creator became popular for shooting somewhat quirky stop-motion videos both about herself and for other brands.
As the name implies, whiteboard animation videos require an author (obviously), a whiteboard or similar surface, a script, and drawing in real-time. Usually, these videos have a narrator who is unseen, other than his hand drawing on the board.
Whiteboard animations can be used for several marketing purposes – introduce a new company or product, show consumers how a product or service can be used, or show how a product or service will satisfy a consumer need. Or just shoot “Draw my Life” type of videos that were massively popular on YouTube a couple of years ago and still keep making rounds:
Reels are a brand-new Instagram format for very short (15-second) videos that you can publish on the platform, likely launched as an attempt to offset growing TikTok popularity. You can use an array of in-app tools for adding audio, special effects, timers, countdowns, and AR or regular filters.
Plus, you have a new space in the app called “Reel Explore,” that allows you to discover recommended videos or browse them by different hashtags.
As with every other Instagram feature, the sooner you jump on the bandwagon – the more the algorithm will reward you.
So if you are not quite ready for shooting longer video content, Reels are a good way to start (since you just need 15 seconds of content). You can also later “graduate” to IGTV videos. These must be between 1 minute and 15 minutes long if uploading from a smartphone, and up to 60 minutes if uploading via a web app.
Sketches can be a lot of fun to produce and usually always involve humor – something that most people want to see online.
Sketches can be a one-person act, while skits will usually involve more than one person. While skits may have a script, there tends to be more ad-libbing. A sketch usually involves a definite script.
Arguably, one of the most famous examples of viral sketches (created by a business) is the first Dollar Shave Club ad that introduced the company, explained the value of the product/service to its target audience, and was hilarious – so much so, in fact, that it went viral within hours and launched what is today a billion-dollar enterprise.
Q&A videos come in several types. They can be an interview with a recognized influencer (an interview format), or the answers can come from the creator themselves with questions crowdsources from the followers.
Bon Appetit, for example, has a series of videos related to food, nutrition, recipes, etc., hosted by celebrities such as Lake Bell, in the following video on her preferred foods and methods of cooking them:
Let’s keep things real: shooting cool videos takes some practice. Plus, you may be somewhat discouraged by the following challenges:
- You need a goal/purpose for every video you create, and a clear idea of who that video is for. Without this, your video will fall flat and not reach who you want to reach.
- The budget is always a challenge. But, given the amazing video creation tools today, you can do this on a small budget. The Dollar Shave Club video mentioned above cost $2500.
- A learning curve. You need to be willing to spend some time experimenting and practicing your video creation. Be patient. You’ll improve at some point!
- Breakthrough content. With so much video now out there, your content must be pretty amazing to engage viewers and make them want to share it. If you are not a highly creative type, then work with a creative who is.
That being said: don’t let those excuses get into your way! It’s never too late to get on the video-making trend and increase your visibility online!