The Rise of Video Content Marketing

The Rise of Video Content Marketing

Mark Raffan

From the pop-up ads on your screen to the persistent buzz of your smartphone—and all the social media notifications in between—it’s increasingly hard to avoid distraction. With life pulling our attention in so many directions, it makes sense that video content continues to take off.

Video marketing delivers messages effectively and often in less time. And visual and auditory storytelling elements, capture people’s attention and stir emotion.

Videos also effectively engage users on social media; they perform better than other types of content. For example, Tweets with video draw ten times the engagement. And on Facebook, video is the best performing type of content.

With video content gaining momentum, it’s an important consideration in 2020 marketing strategies.

Types of Video Content

 Videos can be put on websites and shared on social media. And live videos are created on social media. If you want your videos to resonate, they should be about more than your product or service. They should express what problems you solve, your larger vision, and the overall experience of your brand.

Here is a look at some current forms of video content:

  • Tutorials and how-to videos are valuable for educating your audience. They can teach your viewers something new or how to use products. Companies can place tutorials on websites and share them on their social channels. For example, MAC cosmetics takes advantage of the popularity and effectiveness of make-up tutorials. Several artist tutorials are featured on their website. And they display the purchasable products they use alongside the video. So viewers can quickly put them in their cart while watching.


  • Vlogs, or video blogs, can be an engaging way to share your brand’s personality. Vlogging has grown to encompass video streaming on YouTube, Facebook, and other live video networks. Vlogs mostly feature first-person videos that are either live-streamed or prerecorded and uploaded. Many people build their personal brands through vlogging. The vlogbrothers, for example, have been successful—earning them over 3 million subscribers on their YouTube channel.


  • Product review videos are another common way to promote your brand. Influencers, other experts, and users can review your products. Then you can put them on your website or socials. User-generated product reviews are a great way to engage people. And they can describe your brand from your customer’s point of view to other potential customers.


  • Testimonials let prospects know that your product can help solve their specific issues. And videos that feature your satisfied and loyal customers prove this. Testimonials build brand trust and show your target audience how valuable your product is. In them, businesses get advocates to describe how the company helped solve their challenges. In Dropbox’s testimonial video, for example, they show several customer satisfaction stories rather than just one.


  • Brand or “about us” videos can showcase a company’s mission, vision, and story. And they also explain products and services. They build brand awareness and attract your target clients. For instance, Founders Brewing Company tells their story through an honest “about us” video. Through it, they share touching and relatable content—like how they almost shut down their business before realizing the best approach.


  • Live videos on Facebook or Instagram can connect with your followers in real-time. Live videos are excellent for providing a behind the scenes look at your company. Increase your social following and brand awareness with live stream interviews, presentations, or events. And then encourage people to post questions in the comments.


  • Augmented reality (AR) videos allow people to view products in their own homes. With AR, a digital layer is added to what you are currently viewing. Ikea uses this technology with its Ikea Place app. AR lets users view and move products around their space before purchasing them.

From vlogs and tutorials to live videos on socials, there is no lack of formats—nor are there signs of video content slowing down in 2020.

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.