Originally appeared on Strong Social website.

In the digital marketing content revolution of today, video continues to be at the forefront, with 72% of businesses claiming that video has helped them increase their conversion rate. But despite that, most startups and SMBs have yet to utilize this type of content marketing to its full advantage. If you are among those who are behind the times when it comes to posting original social media video content, look for ways to launch your video marketing campaign or improve and refresh your existing campaign.

When it comes to video production, lack of creativity is often a bigger issue than the upfront costs. To create videos that provide exceptional value to consumers, stick to the things you know. Be yourself and talk about what makes you an expert in your industry. If you don’t know how to diversify your video portfolio, take a look at some of the most engaging types of video content on social media today.

1. Stories
Instagram Stories and Facebook Stories are a great way to use short videos to quickly engage and interact with your followers. There are many features that you can use to expand your audience and create a fun and memorable way to present your brand. You can use things like filters, gifs, stickers, and video effects to make your story stand out. Two things that can be invaluable tools for reaching either a specific or even a wider market are hashtags and geotags.

Hashtags are an important tool for marketers because it can help them reach a wider audience by combining many different tags to make their products visible to people who may not otherwise see them. Geotags can be used to reach an audience in a more targeted geographic location by showing up in the feeds of people who follow that tag, whether they live nearby or maybe wish to visit.

2. Live Streaming
Live Streaming makes it easy to connect with your audience, and the best thing about it is that it costs nothing. All you need is a phone with a quality camera, full battery, and a topic to discuss. These live videos are most effective for product information videos, behind-the-scenes looks, Q&A, announcements, and events. To successfully utilize live vertical videos in your video marketing strategy, you can:

  • Create a regular streaming schedule and live stream every week at the same time.
  • Test your setup to make sure everything works properly.
  • Promote live streams on all your social media profiles and pages.
  • Invest in good lighting and sound.

There are several platforms you can use to connect with your audience via Live Streaming. As always, the most important thing to consider when choosing a platform is finding out where your audience is already engaged. With millions of active users, Facebook Live and Instagram Live are the obvious choices. However, there are several Live Streaming platforms on the internet, and some simple market research on different platforms, along with some A/B testing should tell you where you can best engage with your audience. Try posting some short videos on multiple platforms, and wait to see which ones get the most feedback. And if you are seeing activity across multiple platforms, don’t just limit yourself to one.

3. Question and Answer (Q&A) Videos
Q&A session videos are excellent for opening a direct line of communication with your followers on social media. Also, they are a great source of content topics because your audience will tell you what they think is relevant and what they want to discuss. You can cover anything you wish in Q&A sessions – from your business’s purpose and how you came up with the idea for your product, to what your company has coming up that customers should be excited about.

Also, Q&A sessions create an additional layer of transparency between you and your followers by showing them that when they have a question, they can ask you for the answer directly. It’s one of the most authentic ways to connect with your audience.

4. Informational Videos
If not appropriately produced, an explainer video or informational video can come off as dry and dull. The content should be exciting and provoke people to want to share it. These videos can cover any topic, and you should aim to produce valuable content that’s likely to be shared on social media. Infuse your videos with personality, don’t make them too detailed or too long, and analyze their performance to determine the types of videos you should produce in the future. Pay attention to the comments on social media because your audience will most likely express what they would like to see more.

5. Interview
Look for a way to inject some authority into your mix of engaging, educational, and humorous videos. Interviewing thought leaders from your industry is also an excellent way to meet industry peers and building relationships with them (as potential referral partners.) A good interview should feel unscripted but follow a set of guidelines. Launch an interview series, invite a different guest every week, ask them to share their thoughts, expertise, and business philosophies. By inviting well-known experts on your interview show, you’ll also get a positive brand association.

6. Company Culture Videos
If a brand offers total transparency, consumers are more likely to be loyal to it. To capitalize on that fact, you should create company culture videos. Today’s consumers like brands with personality and company culture as these are the incarnation of your brand personality. Even if you don’t have a fairytale company culture, like Pixar or Google, you can still share it with your viewers.

Include a snapshot of a regular day at the office, short employee interviews, birthday parties, pranks, game days in the office, and other events. The purpose of these videos is to show that your brand is not just a name and a logo, but a company of people who work together to achieve things they believe in. Be sure to find and maintain a unique visual style. Keep the vertical videos for Stories and horizontal videos for Newsfeed, add relevant hashtags, text overlay, and titles.

7. Tutorials
One of the most shared videos on social media platforms are tutorial videos because they have mass appeal. They can be broader topics that relate to your industry or audience or can refer to the products and services you offer. Tutorial videos should be short enough to be engaging and long enough to show every step. Also, they should be informational, educational, clear, and entertaining. To incorporate tutorials into your video marketing, ask your audience what they would like to see, make the videos on point, and keep responding to messages and stay active in comments. At the end of the video, use a clear CTA.

How can brands build a robust video campaign? Well, the only way is going step by step. Choose a few types of videos to infuse in your video marketing strategy, and start creating and analyzing their performance. By producing various kinds of videos consistently, you can reach audiences from different demographics and platforms. Make sure your video content continues to grow and be more diversified, so your social media marketing continues to attract more people.

Always Be Testing
Building your audience using social media video content might seem like a big task, but remember that producing videos for social media is more important now than ever before. Your content doesn’t need to be perfect right from the start. You can learn what works for your company through practice and develop your unique style along the way. It is a well known fact in the marketing world that video production and conversion rate optimization go hand in hand, and this effect is only expected to grow stronger. We hope that you can use these video tips to grow engagement for your brand and improve your conversion rates. If you have any questions about your content marketing strategies, feel free to contact us!