With video content on the rise, it’s become a leading marketing tactic for brands. But when the format doesn’t match the message, engagement and conversions can fall short. Understanding types of marketing videos and their unique strength will help your brand tell better stories and achieve stronger results.
Key Takeaways:
As reported by Statista, global digital video ad expenditure could reach approximately $191.3 billion in 2024, with the United States leading the market. This highlights the video’s vital role in modern marketing strategies. However, not all formats deliver the same results in building awareness or driving conversions.
Below are the types of marketing videos with examples to show how each format works in different campaign contexts.
Banner for the KFC Youth Foundation with a happy young person (Source: Wellbeing KFC)
Explainer videos are ideal for intricate and difficult marketing efforts. The KFC Youth Foundation, for example, utilizes animated images, upbeat music, and clever transitions to demonstrate its commitment to young people.
To create effective explainer videos, always focus on a concise, easy-to-follow explanation to avoid misunderstanding, and keep the runtime under 90 seconds to keep viewers engaged.
Also Read: 20+ Social Media Marketing Ideas to Grow Your Brand
Starbucks baristas sharing real stories in a testimonial video campaign (Source: Youtube – Starbucks)
Video testimonials are considered one of the types of marketing videos that sell because they showcase genuine customer experiences. For example, Starbucks shows a customer who felt cared for because the barista remembered their order during a difficult time.
When creating one, make the process simple for participants and give them clear, easy-to-follow instructions.
Product demo setup featuring a Nespresso coffee machine (Sources: Youtube – Nespresso)
A product demo is a brief video that clearly and concisely explains a product’s benefits. Nespresso, for example, depicts the calming experience that comes after using its coffee machine.
When choosing this video content, avoid excessive verbal explanations. Instead, demonstrate the product’s benefits directly through relevant, easy-to-understand scenes. That way, it can be one of the most practical types of marketing videos you can use in product-based campaigns.
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Final look of Barbie-themed donuts shown in behind-the-scenes video (Sources: Tiktok – Krispy Kreme)
Behind-the-scenes videos are a type of content that showcases the inner workings of a production process. Krispy Kreme, for example, shares videos of its classic donuts being transformed into exciting seasonal variations.
To maximize impact, post at the right moment and include a strong call to action, such as inviting viewers to look at the completed product.
Doctor presenting medical information in an educational video using a colon diagram (Sources: Youtube – Mayo Clinic)
Educational videos are generally useful for providing information clearly and credibly. Given an example, the Mayo Clinic showcases medical specialists who explain medical processes in a manner that is both straightforward and compelling.
You can easily create one by choosing topics that align with your business goals and expertise. To make your educational content interesting and easy to digest, focus on frequently searched topics and offer practical solutions to those problems.
Felix Baumgartner’s space jump in a Red Bull event video (Sources: The Brandhopper)
Event video is one of the types of marketing videos for marketers that captures moments from corporate or public events. Red Bull did this with its “Stratos Project” documentary, which showcased a free fall from the edge of space.
If you’re interested in this video type, you must work with the event organizer to gain access. However, be sure not to miss any of the best parts of the event.
Also Read: Event Promotion Ideas: 10 Solutions to Maximize Audience Interest
Illustration from a PlayStation VR educational video (Sources: Youtube – PlayStation)
Video tutorials are useful for walking viewers through a particular task or process. For example, a PlayStation VR training film walks users through positioning the camera, setting up the play area, and following safety guidelines.
It is crucial to place an emphasis on clarity and give step-by-step instructions when producing a practical lesson. This will help viewers adequately address the difficulties they are trying to solve.
Netflix employee speaking in an interview video about company culture (Sources: Youtube – Netflix)
Video interviews feature internal sources discussing relevant topics in a personal and engaging manner. For example, Netflix interviews its employees to share insights into the company’s core values and culture from their perspectives.
For best results, ensure participants keep eye contact with the camera, sit upright with an open posture, and avoid distractions or excessive movements.
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Boosting conversions and brand recognition requires careful consideration of content type. Among the types of marketing videos, explainer videos are highly recommended, as they can convey complex messages concisely and effectively. With relevant visuals, this format helps audiences grasp your brand’s value.
To complement informative visuals, typography is equally important. Rockville Versatility from Creatype Studio is a captivating serif font that blends classic elegance with modern strength. By incorporating strong, elegant typography like this, you can reinforce your visual storytelling in every piece of video content.
