What is a vlog?
A vlog, or video web blog, is content made for online communities in the form of a video. Vloggers can publish their work on any video hosting site. These videos can be of any length, but most are between 10 and 60 minutes. They typically include an individual or group of people speaking directly to the camera, along with additional footage of products or events.
Vlogging became popular on YouTube in the early 2000s, and the platform remains the most popular host for videos. Social media sites like Instagram and TikTok also feature vlog-style content, with users creating videos about their lives that are only a few seconds to a few minutes long.
While most vlogs are created for entertainment, there’s no limit to what someone can create. The category is broad, so videos can be instructional, motivational, or autobiographical.
As the popularity of making and sharing videos online continues to increase, businesses now use video editing software to incorporate vlogs into their video content marketing strategies to inform their customers about products and services.
Types of vlogs
Following the same path as written blogs, many vlogs are considered “lifestyle” content. Some of the most popular niches are:
- Technology. From reviews to information about upcoming releases, technology vlogs span a wide range of content types. Tech vloggers typically provide recommendations about products and are some of the most influential people when it comes to technology-based collaborations.
- Health and fitness. This is a wide-ranging category, and videos can be made by both individuals and businesses alike. Popular content includes weight management, healthy lifestyle suggestions, and workout routines.
- Beauty. Makeup tutorials are some of the highest-viewed videos in the world. Particularly on social media, beauty brands have moved to a more casual, user-generated content (UGC) approach to sharing products with their target audience.
- Gaming. Although YouTube remains a popular home for gaming content, the rise of Twitch as a video platform has only increased the proliferation of game-based videos online. Creators usually film themselves playing games and offer walkthroughs or reviews to help others play independently.
- Travel. Many travel vloggers partner with brands and businesses to promote relevant products or destinations through collaborations with tourism boards, hotels, or airlines.
Basic elements of a vlog
Like any good story, a vlog needs a strong beginning, middle, and end to keep an audience interested for the complete duration of the video. Some components that contribute to this structure include:
- An attention-grabbing introduction. Whether this is the first or 50th video, a good introduction can stop viewers from closing their browsers or app. A viewer should know what to expect over the course of the video, so the introduction should set up the action or story to come.
- An established story arc. No matter what type of vlog it is, a narrative structure should make up most of the video. Even for a simple product review, the video should clearly outline a beginning (the introduction), the middle (the bulk of the review), and the end (a concluding thought or recommendation).
- Clean transitions. A video that abruptly cuts from one clip to another typically frustrates viewers. Transitions nudge the story along and tie relevant pieces together as the video goes from scene to scene.
- A strong sign-off. Every story should end with a resolution. Most vlogs end with a call to action, like reminding viewers to subscribe to their channel or follow them on social media. Some vloggers develop a signature sign-off that viewers come to know and expect at the end of each post.
Benefits of vlogging
For businesses and individuals sharing video content online, use vlogs to:
- Reach a wider audience. Not all members of a particular target audience want to receive information and knowledge in the same way or via the same platforms. Just as businesses have a presence on several social network platforms, so too should they incorporate both written and video content into marketing strategies to find new leads.
- Drive traffic to a website. Videos are quick and easy to watch and are sometimes preferable over written content. Vlogs encourage viewers to click a link in the video’s description that leads to certain sites where viewers can find more information.
- Educate people on a topic. Even lifestyle vlogs can teach viewers something new. While tutorials and DIY content are common examples of this, talking-head-style videos that discuss a particular subject give viewers an opportunity to learn something new and reflect on their thoughts and opinions.
- Create a direct link between a brand and its audience. Building a community anywhere online is a challenge. By creating engaging video content, brands can gather an audience of like-minded people. In many cases, this can be further developed offline or on other channels like social media.
Best practices when making a vlog
There’s no single right way to make an engaging vlog, but any form of video content should always:
- Be interesting to watch. No one wants to waste time watching a boring video. Vlogs should focus on the targeted subject matter and follow classic storytelling principles of educating, entertaining, inspiring, or convincing.
- Include visually-stimulating material. Impressive visual elements make viewers keep watching. Including different scenes with seamless transitions keep stories moving forward.
- Cater to the hosting platform. Not every vlog is going to work well on every platform. Companies must consider where the video will be shared before posting to incorporate best practices for each platform. For instance, a TikTok vlog should be filmed vertically and kept under three minutes, whereas a video for YouTube works best horizontally and can be of any length.
- Use high-quality equipment for filming. Shaky or grainy footage won’t keep viewers interested for long. Investing in professional equipment will make video quality higher from the start.
Learn how to take a vlog to the next level by incorporating stunning video effects that capture an audience.
Holly Landis
Holly Landis is a freelance writer for G2. She also specializes in being a digital marketing consultant, focusing in on-page SEO, copy, and content writing. She works with SMEs and creative businesses that want to be more intentional with their digital strategies and grow organically on channels they own. As a Brit now living in the USA, you'll usually find her drinking copious amounts of tea in her cherished Anne Boleyn mug while watching endless reruns of Parks and Rec.
