3 Videos to Include in Your Video Marketing (2021)

Starting a video marketing strategy can be a daunting experience. There are a lot of video types to include in it and it’s hard to figure out which ones will work best for you. 

The COVID-19 has not made that any simpler for someone just starting out but luckily for you we’re here to give you some advice on that. 

In this article we will be talking about the 3 types of videos to include in your video marketing strategy. Stay with us as we discuss evergreen video content, social media video content, and livestream content. 

1) Evergreen Video Content

The first type of video is Evergreen content.

What is evergreen video content? 

Evergreen videos are simply video content that has a long expiration date. This could be website landing page videos, testimonials, explainer videos, about us videos, etc. 

The benefit of this content is that they can be reposted over time. 

2) Social Media Video Content

The second type of video is social media content. 

The most basic way to do this is to simply reformat your video content (this can also include Evergreen video content) for the specific social media platform. 

By reformatting, this means either reframing your video’s aspect ratio (ex. 1:1 for instagram) or shortening it down or breaking it up into multiple videos. 

You can also create video content specific to the social media platform. The benefit of doing this is that there is leniency on the quality of the content (to a certain extent…). 

Just remember that people want to see the authenticity of the brand on social media. 

3) Livestream Content

The third type of video is Livestream content. 

2020 was the year of virtual events. It was the only solution to be able to host events without meeting in-person and 2021 is no different. 

Virtual events dominate but they also come with a pretty big caveat. Since businesses are all hosting them then it means that there is too much choice for their preferred target audience. This can result in their users signing up but then not showing up or leaving prematurely. It’s like when you go on Netflix but you don’t know what to watch because there’s so much choice. 

The best way to overcome this obstacle is to provide your target audience with post versions of the livestream. So you can have the full version, a recap, a compilation of good moments, or highlights. 

This is actually a great way to generate extra pieces of content from one source. If you want examples of this just look at what comedians do with their YouTube podcasts. It’s the same concept. 


Thanks for making it to the end of the article. We hope this has given you some food for thought on the type of video content to include in your video marketing strategy. If you have any questions or if you are interested in either video production services or video marketing services, please reach out to me directly at dario@lapseproductions.com