No matter what industry you’re in or what type of business you run, sharing short-form videos (videos that are less than 10 minutes long) can be a great way to engage and provide information to your prospects and existing customers. Short-form videos are popular on social media for a number of reasons.
The primary one being that they are “snackable” and match our brief attention spans. They evoke emotion in the viewer and cut to the feeling in just a minute or two. Plus, they are videos that users want to see when they’re scrolling Facebook or Instagram (because they are more likely on their mobile phones or on the go).
So wouldn’t you like to create short-form videos that convert?
Unlike videos on YouTube or search engines, videos on social media are discovered as opposed to being sought out. People search for videos on YouTube or Google if they want to learn how to do something, for example; but on Facebook, Twitter and Instagram, they find videos by scrolling through their feed. Whether they watch it depends on how engaging and eye-catching it is.
Good news! There some proven tactics that can help you cut through the noise and ensure that people are seeing and watching your content. We’re specifically covering the top 5 video ideas that convert for a majority of businesses that use Lumen5. Let’s dive right in!
Video Idea #1: Product Feature
Showcasing your product or service in a short video for social is arguably the best (and easiest) way to get into video marketing. This type of video doesn’t take too long to plan out and you don’t really have to be creative. Viewers simply want to see how your product or service works. In fact, according to a study, 78 percent of people said that their purchasing decisions were influenced by a brand’s social media posts.
Video is a great way to highlight your products or services or simply to highlight specific features. Perhaps the reason why informal product feature videos work so well is because they can appear more authentic than ads while encouraging people to click “buy”.
Check out this Starbucks Reserve coffee product feature video created with Lumen5:
Video Idea #2: Industry News
Effective marketing is more than just spamming users with messages about your products and services. You need to provide useful information, say, news and industry trends as part of your content marketing strategy. It’s a good way to engage users and prompt them to learn more about the work your company does.
You may be yawning at this topic idea but don’t underestimate it, it is highly impactful.
More than 66 percent of adults get their news from social media these days. That means that breaking news and trending topics are a great opportunity for you as a brand to jump into the conversation. It can be your own company’s breaking news or simply a reaction to a specific event or movement. And a video is a perfect way for you to share your take on that.
In fact, breaking news videos are the top performing video type on Twitter since it’s the platform that many people go to when news breaks.
The news doesn’t even have to be specific to your company. You can find reports and updates from other industry leaders and provide a response to it. The key is to find an article that inspires you to write a blog post with the intent of sharing your perspective. You’ll thus create a conversation rather than a news broadcast, which will reinforce your expertise while contributing to the community. You can then turn the article or post into a video using Lumen5. Still not convinced?
Let’s look at examples of how businesses use news to win customers all the time. Microsoft uses its YouTube channel to share the humanitarian work the company does as well as to share information about their products. They also share news and event information for businesses that consider themselves brand loyalists.
Here's an industry news video we made for PWC, based on a report they published. C'est en francais! Oui oui oui! Watch it tout suite!
We also created a Lumen5 video on the state of artificial intelligence and video in 2018. Check it out:
Video Idea #3: Listicle
Buzzfeed comes to mind when you think about listicles, right? Listicles are the bread and butter of their marketing strategy. The listicle is indeed one of the most successful types of content on social media and it now has a life of its own in video.
Listicle videos are popular for the very same reasons that listicle articles are: they create clear explanations for viewers in terms of content and delivery; and are intensely readable which makes them perfect for our generation’s decreasing attention span. People like to know what they are going to be watching before hitting the play button, and a list is quite unmistakable and straightforward.
Listicles also signal to a reader or viewer how much time they will spend reading or watching each listicle. Furthermore, they require very little concentration and analysis — they are easy to understand and digest. They can be easily skimmed without missing key points. In creating a listicle video, you’re basically saying, “this is a short and straightforward piece of content. Read or watch it now.”
The great thing about listicles as a marketing strategy is that they are easy to create. They are easier to write than regular articles as they follow a template that consists of an introduction, a few bullet points and a conclusion. You can then turn that article into a video with Lumen5, just like one of our customers did:
The 10 Best Martial Arts For Self-Defence: This is not in any order but you can't go wrong with any of these Martial Arts if you are looking for a system of self-defence.Is your system on the list?
Posted by World of Martial Arts Television on Friday, October 20, 2017
World of Martial Arts Television created this video on the 10 best martial arts for self defence with Lumen5. The video currently has 1.4K likes, 394 comments, and has been shared 1.1K times. This video increased their Facebook page reach by 230%. And that's the power of a listicle video! We created a video from this listicle article — yes, the one you're currently reading 🙂
Video Idea #4: Educate/Inspire
When we want to know something these days, we just go to Google and get the answer to the question in a matter of seconds. Your leads are searching for answers to their questions right now, and if you provide them with the information they’re looking for, they won’t forget you and will always turn to you. They will see your brand as a key authority in the industry — a source of free, helpful knowledge and a reliable name.
That’s the basic idea behind educational and inspirational videos. They are a quick and simple way for your prospective customers/clients to obtain valuable information. More specifically, they encourage learning, comprehension and memory; and are easily spread and shared via search engines and social media. Those are the exact places your audience are asking their questions.
There are 3 key elements of a great educational video:
- It answers your potential customers’ questions
- It’s not complicated — it can take a complicated topic and break it down into clear and digestible bits
- It encourages leads to learn more from your content. They should wonder what else you can teach them.
Educational content is not just aimed at educating your audience. Educational videos are quite flexible in the sense that they engage leads; and give you an avenue to prove your expertise to prospects and keep your customers informed.
Here’s a viral educational video one of our customers made with Lumen5:
Inspire sharing in your children by following these tips: http://mamainstincts.com/you-cant-force-sharing-you-can-only-inspire-it/
Posted by Mama Instincts on Sunday, July 9, 2017
Mama Instincts created a video about how to inspire children to share, using Lumen5. The video currently has 745K views, 233 comments, and has been shared 7.9K times. Woohoo!
Video Idea #5: Storytelling
Stories sell. That has always been the case. As humans, we are wired to love stories. We always have and always will. That is because stories engage us in a way that nothing else does. They engage our brains, evoke our emotions and make us feel. They also shape, motivate and influence us. Bottom line: stories are an essential component of our lives, since the beginning of time.
Smart brands have long been aware of the power of corporate storytelling and what it can do for their business. In fact, the art of storytelling marketing has taken a world of its own in recent years, thanks to social media.
Brands today create stories, in the form of short-form videos, that are designed to connect us to them and deepen the relationship. Their stories change the way we think about their image and how well we understand their company and products. They essentially create brand narratives and use those narratives to influence our behavior.
Wouldn’t you like to have that power as a brand?
Then, tell a good story that incorporates the following elements:
- A clear message about what your brand is all about — its core values, mission, and purpose
- An experience that transcends the humdrum
- Captivating content that makes your audience feel like they’d be missing out on the experience of being part of your brand if they don’t buy into it now
It doesn’t matter what you’re trying to sell — whether it’s convincing someone that your peanut butter is the creamiest on the market or that your collars really make all dogs look more adorable (if that’s even possible!) — it’s through the story that you tell about your brand and what you’re selling that you make an impact.
One of our Lumen5 clients, Remember When in Shrewsbury, Shropshire UK, does storytelling really well. Their message is all about the community and local hospitality. In telling stories around that, they tap into tourists’ desires for more local travel experiences.
Check out one of their videos with good storytelling at play:
The story of how Shrewsbury town first began.
Posted by Remember When in Shrewsbury, Shropshire UK on Thursday, July 6, 2017
This particular video on the history of the town of Shrewsbury has 77K views, 77 comments, and was shared 834 times. It increased their Facebook page reach by 3,750 percent. 💃🕺
That's a Wrap
While the five video ideas we covered in this post are high performing and popular among our customers, you can create any type of video with Lumen5. After all, the success of your video will ultimately depend on how much fun you have creating it and how far you’re willing to push your creative boundaries.
Our advice: go on, go for it. We’re here to help you tell your brand story through video.
Check out our Video Marketing Mix guide which is filled with video tips and tricks to hit the ball out of the park with your video marketing efforts.
Content Marketing Specialist @ Lumen5