4 of the most effective video content types for media outreach

by | Jun 27, 2024 | Public Relations

Today’s online media consumers are bombarded with information every minute of their lives, so it’s no wonder they’ve learned to filter out the things that don’t interest them. Most internet users simply scroll past text and generic images, but they will stop for a video. 

This is why around 91 percent of businesses use video as a marketing tool. Moreover, studies show that incorporating videos can increase organic search traffic by up to 157 percent! This is insane, considering today’s level of competition.

Still, not all videos garner the same level of engagement. So, if you want to improve your media outreach, you first have to understand what type of video content is most effective and why. In today’s post, we’ll delve into which formats work best and how you can harness their power.

video content types


Why video content is crucial for media outreach

Video content stands out in media outreach due to its unmatched ability to engage and retain audiences. 

Recent data shows that viewers retain 95 percent of a message when delivered via video, compared to just 10 percent through text alone. This high retention translates directly into stronger brand recall and customer loyalty.

Moreover, video content significantly boosts SEO efforts. Search engines prioritize websites with diverse media types, particularly videos. Having a video on your website can increase the chance of front-page Google results by up to 53 times. This improved visibility drives more organic traffic and enhances overall web performance.

In essence, incorporating videos into your media outreach strategy not only captivates your audience but also amplifies your online presence, ensuring that your digital properties and products stay top-of-mind in an increasingly competitive digital marketplace.

Video content types to keep your eyes on

Knowing which types of video content yield the best results for your campaign and branding can set your media outreach efforts apart. For instance, testimonial videos provide authentic, relatable narratives that build trust. On the other hand, personalized videos directly address the viewer’s specific interests and needs, creating a more engaging experience. 

Testimonial videos

Testimonial videos feature real customers sharing their experiences with your product or service. They provide an authentic narrative that prospective clients find relatable and credible. 

When potential customers hear genuine feedback from their peers, it humanizes your brand and fosters a sense of trustworthiness. Internet users, especially younger generations, tend to believe other consumers more than they do polished marketing messages.

Whether looking for information on accommodation in a different country or reading up on which water bottle to buy, around 79 percent of consumers say they trust online reviews as much as personal recommendations. 

Therefore, when a client takes the time to record a video testimonial for your brand or products, it shows the rest of the world your company is trustworthy. 

Extra tip: Constantly monitor social media channels for new reviews and opinions of your brand, and when you find any good ones, try to make them as visible as possible.

Interactive personalized videos

This type of video content uses the latest personalized video technology to create a story for each customer. In fact, interactive elements such as quizzes, clickable links, and branching storylines allow the viewer to actively participate in the experience. 

In short, these videos adapt in real-time based on viewer choices, creating a dynamic experience that feels bespoke to each individual. This level of engagement is particularly effective for media outreach as it fosters a deeper connection between the brand and its audience.

Personalization drives higher engagement rates because it addresses specific viewer interests and needs. Also, the interactive features keep viewers engaged longer by providing an active role in their viewing experience. 

Explainer videos

Explainer videos are short, engaging videos that break down complex concepts into easily digestible formats. They are commonly used for product launches, service explanations, and educational content. 

Their main job is to turn intricate topics into simple, visual narratives. This makes them perfect for tech startups or companies with detailed products needing clear demonstrations. When used correctly, explainer videos can boost your conversion rate quite significantly—after all, when viewers grasp your message quickly and clearly, they’re more likely to convert.

Behind-the-scenes videos

Behind-the-scenes videos offer a glimpse into the inner workings of your business, showcasing your team, processes, and culture. These videos can significantly boost conversion rates by humanizing your brand and fostering deeper connections with viewers.

This type of video content allows you to be open and transparent with your audience, which is something many customers appreciate. It’s also a great way to show the genuine effort behind your products or services, which may lead to better conversion rates.

Additionally, these videos make your brand more relatable and authentic by highlighting the people and stories behind your company. According to Edelman’s Trust Barometer, 81% of consumers say trusting a brand is crucial for purchasing.

Lastly, viewers enjoy exclusive content that feels personal. Sharing unique insights keeps them engaged longer and encourages social sharing.

In essence, behind-the-scenes videos help build credibility and create emotional bonds that drive engagement and loyalty.

Wrap up

Businesses that want to strive can’t afford to ignore video content—it’s essential for a successful media outreach. The good news is that this is one of the most flexible formats when it comes to marketing campaigns and other forms of promotion.

So, don’t be afraid to experiment with various formats to discover what resonates best with your audience. By diversifying your content strategy and continuously refining based on feedback and performance metrics, you can build stronger connections, boost engagement, and drive conversions. 

Dive into the world of video content today to unlock its full potential for your business’s growth!

Jessica Perkins
Jessica Perkins is a writer and SaaS marketing consultant who helps businesses scale up their marketing efforts. She is obsessed with learning and also is passionate about sculpting. 


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