One of the most effective types of visual content is branded video that’s both engaging and informative. If you’re eager for your audience to tap those Play and Share buttons, then you’re not alone. Video content is all the rage these days and the proof is in the data:

  • Video views on Facebook doubled from 4 billion per day to 8 billion per day in 2015. (Source)
  • 96% of B2B companies use video as part of their online marketing strategy. (Source)
  • Brands see a 157% increase in organic search engine traffic from videos. (Source)
  • Videos increase the likelihood of online purchases by 64%. (Source)
  • 70% of marketers say that video creates higher conversion rates than any other type of content. (Source)

Video is undeniably important for businesses of all varieties, but that also makes it a competitive content marketing tactic. In order to stand out in the crowd, brands have to deliver their video content in original and engaging ways. Keep reading for five examples of how marketers can incorporate video into their content strategy creatively and earn those coveted shares.

1. Use Vine and Instagram for catchy video snippets

Vine and Instagram offer little nuggets of video delight that can be both challenging to make and rewarding to share. Fitting your message into short and sweet videos is tough, so if you want to use these channels for video, you have to think outside the box.

Big brands have been churning out Vines that earn them clicks, shares, and traffic for a few years now. Some of the best Vines incorporate humor, clever effects, catchy music, or all of the above. Here’s a great example from Dunkin’ Donuts that kicked off the New Year in 2015.

2. Tell employee stories with BTS videos

Behind-the-scenes company videos are great for humanizing brands and engaging customers. But, unless they’re done in an interesting way or have something unique to show, they can end up feeling mundane.

Recently, HubSpot let one of its Product Managers use a GoPro to film their daily activities in Cambridge, MA, and around the HubSpot office. The result was an interesting first-person view of a day in the life of a HubSpot worker, which felt fresh and relatable.

3. Create an informative unboxing video

If you have products that need exposure, unboxing videos will help you showcase those items while drumming up some excitement online. You can post the video itself on YouTube, Facebook, or Vimeo and then upload short teaser videos to social sharing sites like Vine, Instagram, and Twitter.

Popular brand influencers are an excellent option for unboxing videos. Powerful influencers will get you some solid traffic from trusted sources and increase your exposure, both of which are good for brand awareness.

4. Show handy how-to hacks and tips

Most savvy Internet users want to be entertained while they learn from a brand. Videos are the perfect way to do both at once. Oreo’s Vine channel is a fun blend of humor, creative stop-motion techniques, and how-to snack hacks for delicious grub.

This Vine works well to entice viewers by making them crave creative Oreo treats, garnering plentiful loops.

5. Offer real-time responses, contests, and updates

It’s impressive when a brand is on point with answering questions and delivering unique content. Tools like Facebook Live and Periscope open the door to real-time video content that’s raw, unedited, and honest.

Live video may require more planning and teamwork, but if done correctly, it’s a memorable way to show your audience that you’re present and eager to engage with them. It also shows that you’re not afraid to be candid, which humanizes the folks working behind the scenes. There’s nothing better than that.

Originally posted on ZenContent’s blog.