In today’s fast-paced digital landscape, brands need more than just a presence — they need an effective strategy to truly thrive. At the heart of that strategy lies video content, the most powerful tool to capture attention, build trust, and drive conversions.
But with so many different types of video content out there, how do you know which ones will actually reel in customers and grow your brand?
Enter the IMIG Content Method — a proven approach to planning and executing cost-effective video content designed to nurture potential customers at every stage of their journey.
In this blog, we’ll break down the key types of video content that successful brands use to thrive online and how you can implement these strategies into your brand’s video marketing funnel.
Planning Cost-Effective Video Content for Growth
Creating quality video content doesn’t have to break the bank. The key to maximizing your return on investment is to strategically plan your video content around the customer journey.
Each video should serve a specific purpose, from educating your audience at the top of the funnel to driving conversions at the bottom.
The IMIG Content Method is structured as a funnel, guiding potential customers from the initial stages of awareness to the point of purchase. The funnel includes five types of video content, each targeting a different stage of the customer journey:
- Educational, Value-Driven Content
- Foundational Branded Content
- Platform Trends & Entertainment
- Testimonials, UGC, Customer Reviews
- Promotions, Showcases, Sales & Offerings
Let’s dive into each stage and explore how to use these types of content to grow your brand online.
1. Educational, Value-Driven, Industry Expertise
At the top of the funnel, your goal is to attract and educate. Here, you’re not selling your product directly — you’re building trust by sharing valuable insights that position your brand as an expert in your field.
Educational content helps answer customer questions, solve problems, and offer industry knowledge.
What this looks like:
- How-to videos: Tutorials that show potential customers how to use your products or solve common challenges within your industry.
- Explainer videos: Breaking down complex topics into easy-to-understand content that showcases your expertise.
- Thought leadership content: Sharing industry trends, predictions, or professional insights.
Why it works:
Educational videos are incredibly shareable and build credibility, making it more likely that viewers will engage with your brand in the future. They’re the perfect way to introduce your brand to a cold audience without pushing a hard sell.
2. Foundational Branded Content: Product & Service Benefits
Once potential customers are familiar with your brand, it’s time to show them how your product or service solves their problems. This is where branded content comes in — videos that explain your product’s features and benefits in a clear, compelling way.
What this looks like:
- Product demo videos: Showcasing how your product works and why it’s the best solution for your target audience.
- Brand storytelling: Highlighting your brand’s mission, values, and unique selling points to create an emotional connection with customers.
- Service explainer videos: Demonstrating the key benefits of your services and how they add value to your audience.
Why it works:
These videos help move customers further down the funnel by providing the specific information they need to justify making a purchase. At this stage, they’re evaluating your product or service and need reassurance that your brand is worth their time and money.
3. Platform Trends & Entertainment
To keep your audience engaged and ensure your content is shareable, it’s important to tap into platform trends and entertainment.
These are fun, engaging videos that align with what’s trending on platforms like TikTok, Instagram, or YouTube. Not only do they entertain, but they also humanize your brand and make it more relatable.
What this looks like:
- Viral challenges or trends: Participating in popular trends that fit with your brand’s personality.
- Humorous or lighthearted content: Entertaining videos that get people talking and sharing.
- Behind-the-scenes clips: Giving your audience a peek into your brand’s daily operations, culture, or team members.
Why it works:
Trendy and entertaining content helps to increase engagement and reach. It’s perfect for keeping your brand top of mind while attracting new followers who might not have heard of you before.
This type of content is easily shareable, making it a key driver of organic growth.
4. Testimonials, UGC, and Customer Reviews
As potential customers move closer to making a purchase, they need social proof to help solidify their decision. Testimonials, user-generated content (UGC), and customer reviews are powerful tools that showcase real-life experiences with your brand.
What this looks like:
- Customer testimonials: Video interviews or stories from happy customers sharing their experiences with your product or service.
- UGC compilations: Highlighting content created by your customers, such as unboxing videos, product reviews, or social media shout-outs.
- Case studies: Detailed videos showing measurable results from real clients who’ve used your services or products.
Why it works:
Potential customers trust other people’s experiences more than traditional advertising. By sharing testimonials and UGC, you build credibility and offer the social proof that prospects need to confidently make a purchase.
5. Promotions, Showcases, Sales & Offerings
At the bottom of the funnel, it’s time to focus on conversion-driven content. These are the videos that showcase your products or services in action and provide a clear call to action to buy.
This content is designed to push customers over the finish line by offering promotions or highlighting limited-time offers.
What this looks like:
- Product showcase videos: Highlighting new product releases, features, or updates.
- Sales or promotional offers: Short, engaging videos that promote discounts, bundles, or limited-time deals.
- Event videos: Showcasing webinars, live events, or product launches to create excitement and urgency.
Why it works:
Promotional content drives urgency and encourages immediate action. Whether it’s through a limited-time offer or a special discount, these videos help turn potential customers into buyers by giving them the final push they need to make a purchase.
The IMIG Content Method: A Funnel for Consistent Growth
The IMIG Content Method is designed to nurture customers through each stage of their journey, from initial awareness to final conversion. By consistently delivering the right type of video content at each stage, you not only increase engagement but also build long-term trust and loyalty with your audience.
So, what content do brands need to create to “reel” in customers online?
We’ve just outlined the essential video content types that help drive engagement and conversions, giving you a solid foundation for your strategy. But knowing what you need is just the first step.
In our next blog, we’ll dive into the real challenge: How do you achieve it? We’ll explore different options and tactics to help you successfully “reel” in customers online.
Implement the IMIG Content Method for Online Growth
Building a thriving online presence takes more than just posting random videos — it requires a strategic, funnel-based approach to content creation. The IMIG Content Method simplifies this process by guiding you through the key types of video content needed at every stage of the customer journey.
Ready to take your brand’s video strategy to the next level? IMIG Communications is here to help you plan, create, and implement a cost-effective video content strategy that drives results.
Contact us today and let’s start building a content funnel that will help your brand thrive online!
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