5 Types of Videos You Can Create for Your Customers

by Ken Mueller on May 16, 2013 · 18 comments

5 Types of Video You Can Create for Your CustomersWhen it comes content marketing for your business, there are a lot of different ways you can go. Blogging is obviously one of the most popular, but there are also eBooks, eNewsletters, podcasts, and more. One popular type of content creation involves video, and while I have only dabbled in it a bit, I think that many businesses and nonprofits could use video effectively if they tried their hand at it.

The other day I talked about using Vimeo as one option, though of course the biggest option for video uploading and sharing continues to be Youtube. But regardless if you use one or both of these services, or even another option, video can be a great way to tell your story and grab attention. And remember, making a video today does not need to involve lots of money or high priced equipment. Yes, you can do really nice productions, but for some videos, it is perfectly acceptable to use webcams or smartphone cams.


Here are five different types of video content you can use online to grab and maintain the interest of your audience:

1.Take them behind the scenes

Every organization has a certain level of business that goes on behind closed doors. The general public only sees a portion of what you do. Why not take your video cameras behind closed doors and show them a bit more of what makes you tick. Of course you won’t be sharing anything that is too private or proprietary  but they might like to see how you make or package the products they buy from you. If you give them unprecedented access you’ll make them feel like insiders, as you demystify your business for them.

2. Tell them your story

You could write about the history of your business and what you do, or you coud sit in front of a camera and tell them your story. Which do you think is more compelling? Tell them who you are, from top to bottom. Whether it be the owners or a lower level employee, customers like to get to know you, and we all have stories to tell. Tell the story of your business, and the stories off the people that make up your business. Let them get a better sense of who you are so they become more comfortable and personal with you.

3. Tell their story

While you may tell them your story, it’s not about you. Make your business customer centric and share the stories of your customers. They don’t even have to be about how your customers are using your products; just showcase them. Let them tell their stories. It’s a great way to get them more involved with your business, as well as encourage other people to get to know you better through the eyes and words of those who already know you

4. Educate them and show them how

One of the most popular types of video on Youtube is the How-to video. How to tie your tie, how to fry an egg, how to do just about anything. If I’m having trouble with a task, I will Google it, and find my way to the videos that pop up that will teach me how to do whatever it is that I want to do. No matter what your product or service, give your customers step by step instructions on how to do things, and they will appreciate it. Educate your audience, and do it for free.

5 Make them laugh

Again, this could be business related, or purely random, but people love to laugh. People also love those who have a sense of humor, particularly at their own expense. One way of doing this might be to jump on some of the memes that go around the video world. One friend mused out loud to me once about wishing that she could get some of her employees to do a Harlem Shake video, which would have been funny since the employees in question were mostly older men. Her biggest concern, and yours, is whether or not it could be done well enough, and timely enough, so as not to be too late to the craze.  In the end she didn’t go through with the idea, but you should be on the look out for opportunities that might come your way. Just make sure you don’t jump on a meme too late, or it could backfire on you.

What other types of video content can you create for your small business or nonprofit? What are your favorite types of videos?

Sarah Bauer
Sarah Bauer like.author.displayName 1 Like

Like you say, video production for content marketing doesn't have to be expensive. Apps like Vine offer a DIY-blogging sensibility that people enjoy because it's closer to home than a glossy, promotional clip with actors and special effects. 

Thanks for the read!

Grand Rapids SEO | Grand Rapids Inbound
Grand Rapids SEO | Grand Rapids Inbound like.author.displayName 1 Like


This is great advice.  So many organizations could use video to get their message out, and drive traffic to their sites in support of their inbound marketing programs.  Your advice about the videos not having to be pro quality, is good, with a caveat.  You should have a firm line between what you do for quick social content, and the branded, corporate story videos.  We have both on our site, and our audience reacts to each differently.

Laura's note about interviewing experts is a great one.  

KenMueller moderator

@Rob Trube @lauraclick Yes. The interview and answering questions were sorta rolled into my point about educating and showing them how (because I had to keep to my theme of 5 points!). A lot of options, that's for sure!

lauraclick like.author.displayName like.author.displayName 2 Like

Love these, Ken. I wrote about this recently too - video is super powerful!

Here's a couple I would add - use video to answer questions (think @ginidietrich's FBQOTW) or do what Warby Parker is doing and respond to Tweets with video. Very cool.

Another idea would be to interview experts - they could be inside your company or folks outside of your company. Bringing in people that your audience wants to hear from can be super valuable. 

jonnypcraft like.author.displayName 1 Like

I second Laura's comment above. I have taken to using Vsnap to personally thank and respond my most influential new followers via video message on twitter. Gives a great human touch, especially if you are hiding behind a logo!


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