Creating video content is one of the key marketing strategies to get closer to customers. Through these videos, businesses can convey complete information about their products or brand in a concise and engaging way, easily making an impression and even achieving a large reach if the video becomes trending.
What is video content?
In recent years, video content has been considered one of the most effective forms of marketing, even bringing businesses significant breakthroughs after just one viral clip. It's clear that nowadays, not only companies and businesses but also many individuals are starting to build their personal brands using video content.
Video content refers to videos produced with the purpose of providing essential information and content to viewers.
Simply put, video content is a form of conveying information, messages, and meanings through videos. The content in videos can include audio, images, text, and music, presented by people or virtual characters. The main purpose of creating video content is to promote and introduce products, build brand awareness, and reach customers more easily.
The Importance of Video Content
One of the most typical examples of video content is the advertising videos that frequently appear on TV or the videos you easily scroll through on TikTok and Facebook every day. The increasing number of promotional videos appearing on all social media platforms demonstrates the important role and effectiveness of this form of marketing.
Statistics also show that nowadays many people are reluctant to read information in text form; however, they can still watch an entire video, provided it is presented concisely and engagingly. The viewership of promotional and introductory videos spans all age groups and shows very positive responses.
Thus, the importance of creating video content can be seen as follows:
- Increase accessibility to customers of all ages.
- It's easy to provide concise information and helps customers remember relevant product information and promotional content.
- Increase brand recognition, impress new customers, and maintain position with existing customers.
- It easily helps customers compare and identify outstanding advantages compared to competitors.
- Increase conversion rates, engagement, and product interest.
- Video content that spreads through social media sharing buttons helps businesses easily reach new potential customers.
Because of these benefits, all businesses have been investing heavily in video content for their marketing campaigns and product and brand promotion. Of course, achieving the desired results largely depends on the content creation methods and the quality of the company's product.
7 of the most popular video content formats today.
Video content formats are becoming increasingly diverse and varied. Depending on your goals and marketing campaigns, you need to create video content in a suitable format. Specifically...
Introductory video
This is one of the most popular types of video content created by companies and businesses. The purpose of this type of video is to provide an overview of the company, offer essential information to build a professional image and brand, and create trust with customers and partners. Additionally, this video helps employees better understand the company culture, fostering a stronger bond and greater understanding among all members of the organization.
Company introductory videos can also be called: Corporate Video – Business FilmTo clearly demonstrate the credibility of a business, significant investment is often made, usually through professional videography and photography services. For example, businesses with factories and specializing in production will need detailed video footage to instill confidence and create a stronger impression on customers and partners interested in their products.
These videos typically incorporate information about the company's founding and development, the areas/products it offers, its vision and mission, its management team, completed projects, etc. Additionally, company introductory videos often showcase the company culture through images and clips of employee conduct, company trips, and more.
Additionally, these videos aim to introduce the product, such as its raw materials, production process, packaging, usage instructions, etc.
Video advertisement
The primary purpose of video advertising is to convey information, images, and the uses of a product to customers. With this type of video content, the content revolves around the main product, with other details serving to highlight it. The video content can be presented through an entertaining story, or focus on the production process and ingredients, but ultimately, the goal is to impress viewers with the product being discussed.
Advertising videos are typically not very long, but they still effectively convey the necessary information. Because their primary purpose is advertising, these videos often involve significant investment in filming and photography to ensure the product images are as prominent, impressive, visually appealing, and polished as possible. This is also a crucial factor in evaluating the success of current marketing campaigns.
In addition, advertising videos can be broadcast on television or social media platforms with high user numbers to increase interaction. Nowadays, advertising video content is not simply about introducing products, but also incorporates interesting situations and stories to make it more accessible to viewers and encourage likes and shares to the company's homepage.
Video Vlog
If you frequently browse TikTok, you'll easily come across clips with titles like "A Day at the Office," "A Day as a Student in the US," "A Day at School with My Child," etc. These are typical vlog-style video content, often created by individuals rather than companies or businesses. What's special is that many people have become KOCs/KOLs (simply put, social media influencers) after these clips went viral.
Interestingly, vlog-style video content doesn't require elaborate, professional filming and photography, yet it achieves very high reach and community engagement. The more authentic, relatable, and down-to-earth the content, the easier it is to connect with viewers' emotions. Most of these videos are usually filmed with mobile phones instead of with a professional filming crew.
The people who create these vlogs can be called Content Creators. On the other hand, when they gain popularity, suitable brands will seek to book and promote their products featured in the vlogs. The conversion rate through advertising videos created by KOLs/LOCs is extremely good, making this one of the preferred advertising trends today.
Video Testimonial
Video testimonials, or more broadly, videos that express feelings about a product, image, or story, can be a type of video content that shares personal opinions or experiences. This could include reviews of a new dish, reactions to a new music video, a new movie, etc. This type of video content is attracting a large audience. The demand stems from people being interested in a product but concerned about its quality and effectiveness, so they need knowledgeable and experienced individuals to share their experiences and recommendations to build trust before making a purchase.
The creators of testimonial videos are often social media influencers or experts in a particular field. Notable examples include Wyn Anh, who specializes in fashion reviews; Ha Linh, who focuses on cosmetics; and Virrus, who reacts to music products. These video content types receive high engagement and generate extremely high conversion rates.
Depending on the nature of the product, the investment in filming and editing these video content videos will vary. However, filming and shooting can usually be done meticulously, with high detail and sharpness to ensure accurate transmission of the product's characteristics, but it can be done independently, without necessarily requiring professional teams.
Viral Video
Viral videos are also one of the most popular types of video content and play an equally important role in the success of marketing campaigns. Simply put, these are short videos with content and storylines that keep up with the latest trends and incorporate products or information that the owner wants to promote. These clips can quickly boost brand awareness and reach through shares, likes, and comments on social media.
To create successful viral videos, the most important thing is that the content must be trending, truly engaging, creative, and unique. Besides that, investing in camera angles and visuals is equally essential. Another highly valued element is the sound design, which creates tension and evokes emotions that resonate with viewers.
Video interview
A few years ago, video content featuring interviews with strangers or passersby went viral, attracting millions of viewers due to its interesting, humorous, and highly entertaining nature. These videos, often several tens of minutes long, consistently achieved high viewership, engagement, and discussion rates, and could even remain trending years later.
Beyond entertaining, impromptu interview clips, these video content creations also aim to share information and foster social connection. Television programs and large corporations often produce live or indirect interview videos to provide viewers with authentic and detailed content and information.
Entertainment video
Everyone needs entertainment and fun after a stressful day of studying and working. Perhaps this is why entertaining video content often gets high view counts. These videos come in a wide variety of formats, including skits, singing, dancing, sharing tips, story series, etc. However, their common characteristic is that they all have engaging, impressive, and interesting content that brings laughter to viewers.
Nowadays, entertainment videos are often heavily invested in, with professional teams for filming, production, logistics, editing, and post-production. KOLs pursuing this type of video content always have a large following and fan base, and a source of income through product bookings from brands. Therefore, they spare no expense in investing in content and visuals to ensure their videos are polished, professional, and as humorous as possible.
For example, GonPink – a TikToker with millions of followers – once shared that she spent hundreds of millions of VND on a series of short POV (Point of View) videos shown on TikTok. Of course, the results were a significant increase in followers, along with a rise in major brands seeking her out for promotional videos, and higher fees. Therefore, investing in professional-quality visuals was not a waste of money.
In the future, video content will develop even more strongly, especially as the number of users and the time spent on social media continue to increase. Of course, the effectiveness of video content still depends on the content itself. Therefore, if you focus too much on visual elements without paying attention to changing the way you express yourself, the content, and the story, it will still be difficult to achieve the desired marketing results.
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