5 proven video formats that drive views & sales
Maintaining a social media presence is not as simple as you might think
In an increasingly saturated media environment, viewers are deluged with both short and long-form visual content every day. Simply churning out videos is no longer an effective marketing tool for companies; executives and creatives need to be deliberate in the kind of content they produce to stand out from their competitors. Here are five proven video formats which can ensure engagement, drive views and encourage sales.
1. Product demo or ‘How it works’
Product demo or “how it works” videos are a straightforward but effective means of marketing. In order to garner an audience for your content and convert them into actual customers, it is important that you prove why your product or service is worth their time. Demo videos can highlight particular features within a product, reduce any uncertainty regarding its effectiveness, and–most importantly–build trust with potential customers. For instance, makeup and skincare brands like Laneige regularly collaborate with influencers to highlight how their products can target specific beauty concerns, such as wrinkles or spots.
2. Testimonial / Social proof videos
In a similar vein, testimonials can also encourage conversions and build trust within your target audience customer base. By associating product reviews with real individuals and their stories, your audience may be more likely to retain information about your product. Consider captions or thumbnails which highlight tangible results to draw in your audience (e.g. “Why I switched to XYZ Design Software”; “What I Eat in a Day as a Pilates Instructor”). In addition, collaborating with influencers popular among your target audience for these testimonials can encourage trust for your product among your potential customers.
3. ‘Problem–agitate–solution’ videos
“Problem-Agitate-Solution” draws from a classic copywriting structure which seeks to draw in viewers with emotional appeal; It establishes a “problem” that they care about, “agitates” the audience by emphasising its urgency, then provides a product or service as the “solution”. For instance, a rideshare company may highlight the need for transportation for young professionals and college students, emphasise the urgency of the problem by compounding the rising cost of living, and offer their ridesharing app as a cost-effective and accessible solution for their target audience.
4. Before-and-after / Transformation videos
Before-and-after or transformation videos are a similar way of visualising impact on both physical and emotional levels. Engaging viewers through dramatic physical changes (such as home makeover videos or cleaning content) proves the effectiveness of your product as well as provides a sense of emotional satisfaction. In particular, transformation videos are particularly effective for health, beauty, home or productivity niches.
5. Urgency videos
Finally, videos with urgency-based appeals encourage fast action and leverage both bandwagoning and the fear of missing out. Time-limited videos create psychological pressure by signalling scarcity, such as a video sharing time-limited deals or livestreams. This taps into viewers’ impulse to act, increasing click-through rates and conversion. Incorporating bold visuals, clear calls to action, and real-time cues, urgency videos can significantly boost short-term sales and drive momentum during product launches or promotional cycles.
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