24 Ways To Use Video Content For Your Brand

Identify the Right Building Blocks with Which to Create Your Video Content Marketing

 
This marks a departure from high-budget blockbusters and celebrity-driven narratives, with a growing fascination for storytelling from everyday individuals. There has never been a better moment for companies to respond to consumers’ demand for genuine, relatable content by embracing UGC videos.
 
Digital marketing is a quick-moving arena, where adaptability and innovation reign supreme. Video content strategies lead the charge as brands persistently redefine the status quo through captivating visuals, creative storytelling, and tactical management.
 
 
Video content can bring substantial rewards, with 90% of marketers saying video marketing produces good ROI. However, the competition for audiences’ attention is undeniably ruthless, as 91% of businesses report using video as a marketing tool.
 
To demonstrate the boundless potential of video content marketing, we highlight 24 distinct opportunities to harness this dynamic medium, ultimately elevating brand awareness and fostering deeper audience engagement.
 
 

Why Use The Video Content Format?

 
There’s no denying the allure of short-form video content—it simultaneously engages multiple senses to weave immersive experiences that capture the imagination and linger in our brains. Better still, people genuinely enjoy it! Individuals watch, on average, 17 hours of online videos per week.
 
 
However, the initial decision to craft video content marketing is only the first step of many. Brands must find the right type and distribution channels, as well as the most effective creators to bring their key points to life. Moreover, they should have mechanisms in place to measure the effectiveness of campaigns using video content analytics in order to refine their strategies further.
 
 
With a thoughtfully crafted roadmap, a splash of creativity, and a video content management platform like CIPIO.ai, companies can unlock the full potential of video-based marketing.
 
 

Types of Video Content

 
Creating content merely for the sake of having content is a strategy almost guaranteed to fall short. Every video marketing strategy must establish a clear objective and select the most suitable video type to achieve it.
 
 

Music Video and Entertainment Video Content

 
When examining video viewership for the 3rd quarter of 2023, Statista identified music videos as the most popular type of video content, followed by the category of comedy, meme, or viral video. Is it any surprise? Video is a powerful tool for escapism—if you can successfully combine entertainment with your brand messaging, your short-form video content may become a viral hit.
 
 

Tutorials and Educational Videos

 
Video is an effective means of understanding and retaining helpful information, thanks to its heightened visual aids. This concept not only positions how-to videos as the third-most-popular video content type but also motivates search engines to rank video at the top for related “how to” queries.
 
 

Brand and Product-Centered Videos

 
Branded video content has evolved significantly from old-fashioned television commercials. Nowadays, they predominantly exist online, offering diverse opportunities to emphasize key points across buyers’ journeys. Whether through paid ads on social media platforms or product demonstrations directly on the website, strategically crafted and placed branded video content can improve all stages of the marketing funnel.
 

User-Generated Content (UGC)

 
No conversation about short-form video content marketing would be complete without mentioning user-generated content (UGC). While it can take on many forms—client testimonials, “unboxing” content, recordings of services, and product experiences, just to name a few—the shared theme is that the messaging is created by users rather than brands.
 
This does not mean that brands should play a passive role in acquiring UGC—video content management tools like CIPIO.ai can help you facilitate relationship-building with video content creators, refine the materials using AI, and analyze performance data to strengthen strategies.
 

24 Ways To Use Video Content Effectively

1. Video SEO

Video content is becoming increasingly pivotal in shaping overall search behavior. Notably, YouTube stands as the second most utilized search engine. Moreover, Google actively integrates videos into conventional search results. In short, no fleshed-out SEO strategy is complete without videos for content. 

 

2. YouTube Shorts or TikTok

Short-form videos are like candy—bite-sized, sweet, and leaving you hungry for more. Serve up eye-catching YouTube Shorts or TikTok content, and you’ll have viewers scrolling for a second or third helping.

3. Paid ads

Creating organic buzz is a process that requires patience and offers no guarantees. However, pair compelling content with marketing dollars, and you can accelerate the success of your videos within a condensed time frame. 

CIPIO.ai equips you with AI-powered tools to create ad-worthy materials, as well as comprehensive video content analytics and management capabilities. Continuously optimize your paid advertising strategy by leveraging easily accessible actionable insights.

4. User-Generated Videos

No matter how much brand authority you may accrue, sometimes people just trust the opinions of their peers more. The solution? User-generated content (UGC) in which customers share their personal experiences interacting with your brand. For many companies, acquiring UGC can prove challenging, and ensuring its quality? Even trickier. 

 

That’s where CIPIO.ai can help — we connect you with vetted video content creators experienced with crafting authentic yet engaging messaging.

 

5. Branded video content

Your company comprises more than just the products or services you offer. It’s the people who make up the team and the values that guide decisions. Branded video content shines a spotlight on your company, emphasizing what truly makes you unique.

6. Leverage a celebrity Influencer

Want to give your video content marketing a jolt of rocket fuel? Enrolling the right celebrity can increase your chances of virality, or at least making your messaging more memorable. 

7. Paid social

Your social ads have mere seconds to capture viewers’ attention as they scroll. As a medium, videos make content pop, leading to video-based ads regularly outperforming image-based alternatives.

Your social ads have mere seconds to capture viewers’ attention as they scroll. As a medium, videos make content pop, leading to video-based ads regularly outperforming image-based alternatives.

8. Organic social

Pressed Juiery Instagram

There’s a reason social media channels (and their algorithms) increasingly reward video format—it’s what users prefer! 

9. Customer testimonials

The value of video-based customer testimonials cannot be overstated. The ability for prospects to both see and hear real clients ensures that the messaging resonates while nurturing a greater sense of authenticity.

10. Thank customers for their support

Your company cherishes every customer purchase, right? So, why not leverage video content to further enhance the confirmation email? In addition to underscoring your brand’s personality, it can be an effective tool for requesting customer reviews. 

11. Product demonstrations

Product demonstration videos show the item in action and prove much more eye-catching than stagnant photos. Moreover, by teaching customers about how to make the most of the products, you can increase their overall satisfaction, turning first-time users into repeat users. 

 

12. Non-product-specific tutorials to earn customer trust

Imagine turning to a search engine to answer questions like “how to teach your cat to fetch” or “tips for organizing your suitcase” — a brand that provides comprehensive explanations without overly promoting its products will earn your viewership and trust more than one who focuses exclusively on self-promotion. 

 

13. “Behind the scenes” video content

When you offer premium products at premium prices, video content becomes an effective asset for showcasing the superior supplies and craftsmanship that justifies the higher costs. Similarly, if you offer services, dive deep into the high caliber of the team, the equipment used, and the overall experience. It’s the ultimate demonstration of the concept of “show, don’t tell.”

14. Music videos featuring your brand

There are multiple ways to capitalize on the high demand for music videos, ranging from sponsored ad placements to creating your own catchy tunes and accompanying videos.

15. “How to order” video content

Not every product lends itself to “one-click” shopping, especially if the purchase is customized to the buyer. Videos demonstrating how to navigate the site and place orders can boost sales and lessen the resources needed for customer service. 

16. Event Highlights

Whether you hosted a launch party or professional conference, compiling the event’s highlights into a video underscores your brand’s identity and can attract future attendees.

17. Video webinars or online workshops

There’s a giant chasm between brand awareness and brand authority. Establish your dominance as an industry leader by addressing complex problems that resonate with your audience, whether you’re a B2B educating companies on cutting-edge security tactics or a B2C guiding individuals through the intricacies of cosmetic contouring.

18. Talent recruitment

Attracting top talent is equally vital for business growth. Video serves as an effective means for communicating your company’s culture, humanizing your brand by putting a friendly face behind the name, and, dare we say, evoking a sense of FOMO among potential recruits.

19. Live Stream Videos

Live streamed video content offers one unique benefit not achievable through any other type: the ability to directly respond to user comments within the video itself. This fosters a back-and-forth interaction that aids in building relationships between brands and audiences

 

20. To Highlight Charitable Contributions

If your company does some good beyond the products you provide, use video content to share the word and boost brand credibility.

21. Brand Announcement Video Content

Video presents the perfect medium for blending voice-over and visuals to deliver important news to customers, shareholders, and the general public.

22. Support Others’ Storytelling

When you watch Red Bull-sponsored videos spotlighting extreme athletes, you’ll notice that Redbull, itself, is not the star. Nor do you feel like you’re watching an advertisement; instead, the video content focuses on authentic storytelling that captures viewers’ attention for multiple minutes. The result is compelling narratives that spur strong emotions, all which users come to associate with the Red Bull brand.

23. Make Yourself the Focus of Storytelling

Did you know that some of your favorite childhood shows were inspired by toys (and not vice versa)? This truth applies to He-Man, My Little Pony, Pokemon, and dozens of other cultural staples that have stood the test of time. The beauty of this video content strategy lies in its cyclical nature: interest in the products fuels the show’s viewership, which in turn bolsters the appeal of the products, creating a self-perpetuating cycle of popularity.

 

What differentiates this video content approach from the one listed above is that the products take center stage (literally) rather than serving as a supporting player.

 

24. Traditional TV advertisements

Much of this article’s focus has been around leveraging video content within digital marketing, but we certainly can’t neglect good old-fashioned TV commercials! 

Where Do I Get Video Content?

Choosing the right video content creators is crucial to the overall success of your marketing campaigns. Options include: 
 
Advertising Agencies – The advantage of collaborating with advertising agencies is that they can handle more than just your video content creation. You can enlist their expertise to cultivate multiple-medium marketing strategies that unite the various moving pieces under the banner of brand cohesion. Advertising agencies can also facilitate video content distribution, whether it’s through onsite publishing, ad buying, or other tactics. However, the major downside worth acknowledging is that advertising agencies are your most costly option for video content creation. Moreover, as the client, you’ll have minimal control over who actually works on your account, and there are built-in barriers between yourself and the people carrying out the work. 
 
 
Video Content Production Agencies and Freelancers – Video content production agencies focus solely on creating high-quality video content. While they don’t carry the high price tag of advertising agencies, their asking rates can still be quite steep. Furthermore, they do not significantly contribute to the overarching strategy that guides your marketing videos, nor do they participate in the publishing and distribution of the content.
 
 
Content Creators – Content creators, including influencers and vloggers, have an established voice (and sometimes followers) that you can leverage. Moreover, they typically uphold higher quality standards compared to the average customer, resulting in video output that is more appealing overall. Online tools such as CIPIO.ai facilitate relationships between brands and content creators, offering user-friendly AI editing tools that finesse materials to achieve peak professionalism.
 
 
Your Own Users – Depending on your own users to create online video content is undeniably the most cost-effective option, but it’s not without its drawbacks. Firstly, finding the right motivation can be tricky, with ideas such as contests or promises of future discounts. Secondly, most videos will be of lesser quality; while this lends itself well to a heightened sense of authenticity, it limits the ways in which the video can be used.
 
 
In-House Solutions – Make enough videos, and having an in-house team may ultimately be the most cost-effective and efficient solution. However, it will be your responsibility to handle costs related to equipment, talent management, styling, and studio rentals. 
 

How Do I Make Content That Resonates With My Audience?

Creating and promoting video content online isn’t enough to promise success. To truly optimize your video marketing efforts to collect qualitative and quantitative feedback both pre-creation and post-creation. 

 

Pre-creation, gather as much intelligence as possible about your target audience and form hypotheses about what kind of videos will elicit positive responses. Post-creation, use video analytics, feedback loops, A/B testing, and other engagement measuring methods to confirm whether your initial hypothesis was correct. 

 

Remember, each new video presents fresh opportunities to acquire valuable audience insights. Your least successful content may provide the most valuable intelligence for future campaigns.

Need Help With Your Video Content?

 

CIPIO.ai’s platform is designed to connect the right creators with the right brands. Stop paying premiums for your video production, and instead, hire experts to deliver customized video content that helps you deliver on your business objectives. We differentiate ourselves on the ability to source UGC-style video content at an affordable cost, and if you need help or time savings running your UGC campaigns we can do that too. 

 

We’re a one-stop shop for making your video content go further and deliver more. Whether we’re taking your existing video content and making high-performing ads or helping you find your next top UGC creator, CIPIO.ai helps maximize the utilization of your video content. 

 

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