A man is vlogging from home while opening a package. He is using a camera with a tripod to film the unboxing.
If you're unsure about what type of video content to provide, consider an unboxing video, where a customer receives and tries your product for the first time. — Getty Images/Maca and Naca

Video content is one of the best ways to engage your audience. Sometimes, however, it can be challenging to come up with fresh ideas for things to film.

Data from Statista shows that online videos reached nearly 92% of internet users worldwide. Certain types of video content performed better than others. If you need inspiration for new video content, try one of these formats to boost engagement on your channels.

Tutorials and how-to videos

The animated video production company Wyzowl reports that 96% of people have watched an explainer video to learn more about a product or service. How-to and tutorial videos are a great way to build trust with your audience. By showing potential customers how to use a product or by teaching them a new skill, you’re able to demonstrate your expertise and show how useful your product or service is.

“How-to videos help build brand awareness, explain your products or services, and establish credibility with your audience,” wrote HubSpot.

[Read more: How to Create How-To Videos to Grow Your Audience]


Vlogs, or video blogs, are incredibly popular at the moment; 44% of internet users watch vlogs every month. Vlogs encompass a wide range of content. “Probably the key to vlogging is that it features predominantly self-made first-person videos — either live-streamed or pre-recorded and uploaded,” wrote Influencer Marketing Hub.

For instance, Ali Abdaal, one of the most popular vloggers, runs a channel about his life as a doctor in the U.K. Small business owners can share behind-the-scenes moments from running their businesses. Alternatively, consider working with an influencer who can integrate your product or service into one of their daily vlogs.

Vlogs, or video blogs, are incredibly popular at the moment; 44% of internet users watch vlogs every month.

Product reviews

Product review videos help you harness the power of user-generated content to promote your brand. Google reports that 50,000+ years of product review YouTube videos have been watched via mobile in the past two years. Product review footage is clearly helping users decide what products or services to buy.

Work with an influencer or a loyal customer to get an honest take on your product or service. Stream it live to make the experience even more authentic and build trust with your followers. Or make an unboxing video, a short clip showing a customer receiving and trying your product for the first time. These types of transparent recommendations are very convincing for potential customers.

Explainer videos

Like how-tos and tutorials, explainer videos give you a way to establish your reputation as an industry expert and help your audience solve a problem. “These videos break a subject down to its bare components. They familiarize your viewers with subjects related to your industry, brand, and product,” wrote Databox.

This format lends itself to dozens of content ideas. These types of videos can be as product-focused as you want. Some brands, like Shopify, use the explainer format to show how to use their platform. Other brands explain industry trends, news stories, pop culture, or how products get made.

Challenge videos

Remember the #icebucketchallenge? Challenge videos have been popular for years, and they remain so on TikTok and other platforms. Challenge videos are a great way to build a community around a cause or product and show your brand’s personality.

Start your own challenge and include your employees, your partners, and your board of directors. Or put your own twist on an existing challenge that’s circulating social media to bring a lighter side to your marketing campaigns.

[Read more: 4 Best Practices for Creating Engaging Social Media Videos]

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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