How to Start Using Video in Your Marketing

HubSpot recently conducted a video marketing survey and found that 73% of respondents agreed that video marketing has been effective in reaching their marketing goals.

However, over a third of respondents (34%) say the most challenging aspect of video marketing is the lack of content ideas.

Fortunately, I‘ve got 15 video content ideas to help you achieve your business goals. But before we get to that, I will share my secret for finding video marketing ideas and what kind of video content is popular among consumers.

Table of Contents

How do I find video content ideas?

My method for finding video content ideas is pretty simple. I typically go to YouTube and social media platforms like TikTok, Instagram Reels, and Facebook and follow accounts that are within my niche or similar.

For example, I recently started creating TikToks for a new dance studio in my neighborhood to help attract more students.

To determine the type of video content I should create, I started following other dance studios on TikTok and observing their videos.

I bookmarked the ones that seemed to get the most views and started brainstorming ways to make similar videos for the dance studio. I found that the following videos seemed to do well:

• Videos of dancers doing complicated choreography
• Beginner-friendly breakdowns and tutorials on how to do certain moves
• Information on what exercises can improve the strength and stamina needed to dance

That’s the manual and, I guess, “old school” way of finding video content ideas. You can also pair this method with AI by asking tools like ChatGPT to generate video ideas for you within your niche.

I did this for a blog post and YouTube channel, but the same can also be applied to individual videos.

What video content is most popular?

According to Statista (and Statista hasn’t let me down yet), the most popular types of videos worldwide are:

• Music videos (48.2%)
• Comedy, meme, or viral videos (35%)
• Video live stream (27.7%)
• Educational videos (26%)
• Tutorial or how-to videos (25.8%)

So, what should your takeaway be? Consider ways to incorporate music, comedy, or trendy memes into your video marketing. Duolingo is a company that does this well.

I often reference its video marketing skills and wonder if the company is sick of me yet.

Whenever there’s a viral trend or song, best believe Duolingo will find a way to incorporate it into its TikTok content, and the videos almost always go viral.

You can also opt for how-to tutorials, which Fenty Beauty executes very well on its accounts. Most Fenty Beauty videos will feature a person showing the products they’re using and how to apply them to achieve specific looks.

How-to videos are a great way to show the quality of your products and how they work.

If you’re looking for inspiration regarding educational videos, Girl With The Dogs is a great account to follow.

Girl with the Dogs is run by pet groomer Vanessa De Prophetis. She details her experience grooming various breeds of dogs and cats via YouTube and TikTok videos.

In each video, she explains her process, shares grooming tips, and provides detailed information about each breed, its temperaments, and grooming needs.

This allows her to establish herself as a trusted expert in her field so future clients know their animals are in good hands.

15 Business Video Ideas

Now, let‘s discuss some business video ideas. Most of the videos I listed below are fairly easy to create, but if you want to generate videos even more easily, check out HubSpot’s Clip Creator.

Clip Creator is a free AI-powered video maker thart can convert text into professional videos for your business. All you need to do is desdcribe your video and preferred tone. Click here to learn more.

Okay, I‘m done stalling. Here’s my list.

1. Demonstration Video

As I said earlier, Fenty Beauty has how-to tutorials and demonstration videos down to a science.

Whether it‘s simple 60-second clips of the products being swiped onto a person’s lips or an in-depth long-form video of their founder, Rihanna, using the products to create a red carpet look, Fenty Beauty’s demonstration videos tutorials give its audience a detailed look into the function and quality of the products.

2. Customer Testimonials

Do you have customers who have been purchasing your products and services since the beginning of your business? Or naysayers who turned into believers? Feature their testimonials in your next video!

Real customer testimonials and feedback will establish trust with potential clients, so next time a consumer sings your praises, ask them if they’re will to go on camera or are comfortable being quoted.

3. User-generated Content

I’m not sure if other marketers share this sentiment, but I see user-generated content (UGC) as another form of customer testimonials.

Think about it: customers sharing videos using your products is almost the sale, if not better, than them going on camera and talking about how your company is.

One of my favorite ads featuring UGC is Ring LLC’s commercial, which shows a compilation of videos taken by consumers who use their door cameras.

The video shows everything a Ring camera can capture, from special family moments to heartwarming neighbor interactions to chaotic pet shenanigans to attempted thieves.

Pro tip: Encourage consumers to tag your brand on social media anytime they post a video or other forms of content. Or you can just look up your brand on video platforms like TikTok to see what you can find.

4. Behind-the-Scenes

Do you want to show your audience the care and craftsmanship that goes into making our products? A behind-the-scenes look into products is a great way to go.

I’ve mentioned them in a few posts, but Gibson is an excellent example of behind-the-scenes video content. Videos like the ones below show the time and quality materials that go into making its iconic guitars.

If your consumers care a lot about craftsmanship, create something similar for your brand.

5. Product Comparison

While I prefer hotels to Airbnbs (I‘m not on vacation to do chores, sorry), I have to hand it to the company’s current video marketing tactic of comparing AIrbnb experiences to hotels.

The video below, though animated, effectively shows that travelers looking for a specific experience are more likely to find it at an Airbnb than they are at a traditional hotel.

6. Trend / Current Event

Yes, I‘m bringing up Duolingo again. How can I not?

The bulk of their TikTok strategy hinges on tapping into the latest trends and discussions on the app. I don’t have to go into too much detail again because I think you get the point by now.

7. Interviews

Crunchyroll is a streaming platform known for its variety of anime programs. For the longest time, Crunchroll’s video strategy mostly featured compelling clips from their catalog, which is a great strategy in and of itself.

Lately, however, the platform has branched out into featuring interviews with big names and faces in the anime industry, from musicians to voice actors to directors.

This results in excellent video content that showcases its catalog and leaves audiences with new information about their favorite shows.

8. Offbeat Comedy Videos

As I said, comedy videos are pretty popular among viewers, so don‘t be afraid to inject a little humor into your video content.

I love this TikTok from Scrub Daddy because it’s a perfect combination of funny and current, as we‘re in election season when I’m writing this post.

9. GRWM

I don‘t know why, but I find “Get Ready with Me” videos (often shortened to GRWM) to be mesmerizing. Maybe it’s because they make me feel like I’m hanging out with a friend as we discuss a topic.

My favorite GRWM comes from my colleague Ramona Sukhraj. In the following Instagram Reel, Ramona does her makeup and casually explains how brands can go viral.

10. Announcements

Do you have a highly anticipated announcement to make? Why not share it via video? Let‘s say you’re restocking a beloved product or finally collaborating with an influencer your audience has been raving about.

A fun video is a great way to announce the big news.

It doesn’t even have to be complicated. For example, they have been begging for a collaboration between content creator Amelia Dimoldenberg and actor Andrew Garfield ever since they bumped into each other on the red carpet.

The video below announced the collaboration with a simple shot of them saying hi to each other.

11. Follow Me / Walk With Me

Similar to GRWM videos, Follow Me / Walk with Me videos (I don‘t know if there’s a proper name for them) give the vibe that you’re engaging in a conversation in a friend while they complete a task.

This video by my fellow HubSpotter, Alana Chinn, is a great example. In it, Alana explains work-from-home statistics while walking her adorable dog.

12. Listicle

Listicle videos can be pretty simple to make. You can opt for a list of reasons people should choose your brand over others, a list of ways to you use your products, or its top features.

13. Unboxing

An unboxing video is when a content creator (typically an influencer) unboxes items they‘ve received from a brand. If there’s an influencer you’d like to work with, consider sending them a PR package for them to unbox on their platform.

14. Live Shopping

We are in the era of live shopping, which has essentially become the new QVC. Live shopping is when a brand or seller live streams showcasing products, and viewers can buy directly from the live stream.

It’s most popular on TikTok and a great way to achieve multiple goals at once: boost brand awareness, demonstrate your products or services, and generate direct sales.

15. Person on the Street

A person on the street video consists of someone out on the street or at an event interviewing people randomly. These videos are fun and simple to make because they involve minimal production and you never know what someone’s genuine answer might be.

Crunchyroll created a person-on-the-street video while attending a convention, which provided an opportunity to engage with consumers while showcasing its catalogue of programs.

I told you I had you covered, didn’t I? Now you have my secret sauce for finding business video ideas, and you have 15 video content ideas to choose from for your campaign.

Editor’s Note: This post was originally published in June 2015 and has been updated for freshness, accuracy, and comprehensiveness.