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Types of Videos Commonly Used In Marketing

Thanks to easy access to internet, increasing popularity of online video platforms, the rise of social media, and the growing number of internet-connected devices, video has emerged as the breakout trend in marketing over the past few years. Marketers who have executed a well thought through video marketing strategy have seen significant success in lead generation, customer engagement and brand building.


Marketers can leverage different types of videos. Each type of video has its own strengths and can be used in different ways depending on the marketing goals and target audience.


Here are 11 types of videos which are most commonly used by marketers for video marketing

Product Demos

These videos illustrate the features and benefits of a product or service and are usually targeted at potential customers. Marketers can use product videos to create excitement for the product. Unboxing the product, testing the product are some of the most popular marketing tools.

Explainer Videos or Instructional Videos

These videos explain complex concepts or ideas in an easy-to-understand manner and are used to educate potential customers about a product or service. Through these videos, marketers can take viewers on a tour of the product, how to use the various features of the product.

Brand Videos

These videos aim to build brand awareness and showcase the company’s personality, values, and mission. A brand video tells the story in a creative way. It conveys the brand values and builds trust with the target audience.

Testimonial Videos

These videos feature customer’s experiences and are used to build trust and credibility with potential customers. A video testimonial brings authenticity as audiences are viewing a customer’s real encounters with the brand.

Expert Interviews

Videos are a great way to capture thought leadership from within the organization. Interviews with subject matter experts from within the organization or industry experts is a great way to build trust and authority.

Influencer Videos

These videos feature influencers promoting a product or service and are used to reach a wider audience through the influencer’s network. Influencer videos have emerged as one of the strongest marketing tools in the recent past.

Corporate Videos

This type of video highlights the ethos of the organization to stakeholders. It encapsulates the core values of the organization, its culture, vision and mission. Organizations use corporate videos for multiple audiences – potential customers, attracting talent, engaging shareholders and investors etc. 

Video Case Study

A video case study not only explains the work done by the organization and its successes but also involves the customer in the process. Typically, video case studies are show the customer sharing details of the challenge or problem statement, internal experts explaining the solution and finally, a joint statement on outcomes.


Social media platforms are promoting video content. Reels are short form videos, usually between 30 to 60 seconds depending on the platform. Social Media platforms provide a variety of tools for users to build creative content. In addition, social media platforms promote these videos. 

User Generated Videos

UGC videos are one of the most powerful assets for a brand. Videos made by followers and customers using the product or service is an answer to limited time and marketing resources. UGC videos also break through the noise and directly connect with the audience.

Video Emails

Recently video emails have come into limelight. A video email stands apart from the sea of emails flooding the customer’s inbox. Video improves email open rates, click-through rates and conversions. Platforms such as Vidyard provide easy to use capabilities to embed videos in emails.

Video Marketing plays a role in every stage of the sales funnel. Thanks to technology, video development is no longer an expensive or complicated task. There are a variety of editing tools that enable even amateurs to create videos in a simple and cost effective way. 

Some of the common forms of video that are being used are

Motion graphics is a form of digital animation that combines graphic design elements with motion and sound to create engaging and informative visual stories. Motion graphics can include elements such as typography, illustrations, images, and stock videos.

Animation is the process of creating the illusion of motion and change by rapidly displaying a sequence of static images that minimally differ from each other. Animation is a collaborative art form that often involves a team of artists, animators, writers, and sound engineers working together to bring a vision to life.

AR (Augmented Reality) and VR (Virtual Reality) create immersive experiences for viewers. AR and VR videos require for AR and VR devices, respectively. AR videos can be experienced through AR apps on a smartphone or tablet, while VR videos require a VR headset. Both AR and VR videos provide a unique and immersive viewing experience that can captivate and engage the viewer.
Real Time Videos

Text can be animated in a variety of ways, including moving, changing size, changing color, or appearing and disappearing. Text animation videos can be used to highlight key information, add emphasis to certain words or phrases, or simply to add visual interest to a video.

Whiteboard animation is a style of animation that mimics the appearance of a hand-drawn image being created on a whiteboard. In this style of animation, the illustrations appear to be drawn in real-time on a whiteboard, accompanied by voice-over narration, music, or sound effects.

Final Words

Overall, video marketing continues to grow and evolve as a key component of digital marketing, and businesses are taking advantage of the opportunities it presents to reach and engage their target audience. For video marketing to be successful, marketers need to have a well thought through video strategy in particular identify the role of videos in the overall marketing plan schematic. 

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