The right type of marketing video can help a small business earn attention, build trust, and move potential customers closer to a sale. The best format depends on what your audience needs to see, learn, or believe before taking the next step.

In this guide, you will find 10 types of marketing videos, including how-to videos, product demos, customer testimonials, animated explainers, short-form videos, and more. Use the list to choose a format that matches your goal, whether that is brand awareness, website traffic, leads, or sales.

Before you start filming, build a clear video marketing strategy around your audience, message, and call to action.

10 Types of Marketing Videos for Brand Growth

Marketing videos can serve different purposes. Some explain a complicated offer. Others show proof, answer questions, introduce your team, or help people discover your brand for the first time.

How to Choose the Best Types of Marketing Videos for Your Brand

Choose your video format based on the action you want viewers to take:

• Build awareness: Use short-form, company culture, event recap, or shareable videos.
• Explain an offer: Use an animated explainer, how-to video, or product demo.
• Build trust: Use customer testimonial, expert interview, or user-generated content videos.
• Start conversations: Use live streams, Q&As, and behind-the-scenes videos.

Start with one business goal, then create the video that gives your audience the information or confidence they need to act.

1. How-To Videos

A how-to video provides step-by-step instructions on how to do something. It can benefit your brand because it lets you showcase your products or services in an informative, entertaining way.

How-to videos can also bring qualified visitors to your website when they answer real customer questions. Learn more about how video content can support SEO and drive traffic.

2. Product Marketing Demo

A product marketing video showcases a product in use. It aims to show viewers what the product does and how it can benefit them. Demos can be live or recorded and usually last between two and five minutes.

Product demo videos market a brand effectively by letting potential customers see the product in action. They also build trust by showing the product’s features and benefits.

You can use demo videos on websites, social media, trade shows, or at events. Different product demo videos have different advantages and disadvantages.

Choose video types that suit your product and help you reach your target audience.

3. Customer Testimonial Type of Video

Customer testimonials can help you close more deals and increase customer loyalty. | Photo by Tim Douglas

A customer testimonial video is a powerful marketing tool to promote your brand. By featuring satisfied customers in your video, you can show potential customers how your product or service is worth their investment.

When creating a customer testimonial video, highlight your product’s or service’s key benefits. What makes your brand unique? Why do your customers love it?

Ask customers questions that lead to specific stories, results, and before-and-after details. Use these testimonial video questions that get specific answers to plan a stronger interview.

You should also include relevant statistics, such as how much money they saved using your product. If you’re unsure where to start, consider asking some loyal customers to participate in a customer testimonial video.

4. Animated Explainer Videos

Animated explainer videos for small businesses are short videos that simplify a product, service, process, or idea. They work especially well when your offer is hard to explain with text alone.

They’re one of the most effective types of video advertising because they can communicate complex information in a simple, visually appealing way. Explainer videos can also help increase brand awareness and boost sales.

Every video format should also be easy to follow. Use this video accessibility checklist to review captions, text contrast, pacing, transcripts, and visual descriptions before publishing.

5. Event Recap

An event recap video is a short highlights reel of a recent event your brand participated in or hosted. They’re a great way to give viewers a taste of what they missed and an excellent marketing tool to promote your brand and future events.

Event recap marketing videos for business should be engaging and informative—highlighting the event’s best moments while offering key takeaways for viewers. When done well, they can effectively increase brand awareness and generate excitement for future events.

6. Company Culture

Showing off your company culture is a great way to attract new employees and customers. | Photo by Alexander Suhorucov

A company culture video introduces the people, values, and personality behind your business. It can help potential customers feel more connected to your brand before they ever contact you.

By showcasing the people who work for your company and what they’re passionate about, you can create a strong emotional connection that can lead to customer loyalty.

Remember that your company culture video doesn’t have to be about work.

You may showcase your employees’ hobbies, interests, and personality traits to give viewers a well-rounded view of your company. And don’t forget to have some fun! After all, if your employees enjoy working for you, that enthusiasm will shine through in the video.

7. Expert Interview

An expert interview video features a knowledgeable guest sharing useful advice on a topic your audience cares about. It can help your brand earn credibility while giving viewers practical information.

Choose an expert with real experience, prepare focused questions, and keep the discussion useful instead of overly promotional. You can also turn common customer concerns into FAQ videos that pre-sell your services.

End the interview with a clear next step, such as reading a related article, booking a call, downloading a guide, or watching another video.

8. Short-Form and Shareable Videos

Short-form videos are quick, focused clips made for platforms such as YouTube Shorts, Instagram Reels, TikTok, LinkedIn, and Facebook. They can introduce your brand, answer one question, share a quick tip, or highlight a customer result.

Do not create videos only to chase virality. Create useful videos with a strong opening, one clear idea, and a simple call to action. For more ideas, see these video hooks for YouTube Shorts, Reels, and TikTok and this guide to using short-form videos to build your brand.

9. Live Stream

A live stream video is one that’s broadcast in real time. You can use it to market your brand by offering a behind-the-scenes look at your company or by hosting a live Q&A session with customers.

Live stream videos are an excellent way to connect with your audience and create a more personal relationship with them. Some of the best platforms for doing live streams are Facebook Live, Instagram Live, and Twitter Live.

You can save your live-stream videos so other customers can watch them later. Live-stream video offers brands a unique way to connect with their audience. They’re unedited and unfiltered, giving your brand a sense of authenticity that audiences can’t get from other marketing videos.

After your live stream ends, turn the best moments into shorter clips for your other channels. This helps you get more value from one recording and gives your audience more ways to find your brand through social media videos.

10. User-Generated Content

A user-generated content video is created by someone other than the brand itself. This could be a customer, a fan, or even a random person. To make this video effective, ensure it’s appropriately branded and aligns with your company’s overall message.

User-generated content videos offer several benefits as part of your marketing strategy. First, it helps build trust with potential customers. When they see that other people are happy with your products or services, they’re more likely to try you.

Second, it allows you to tap into new markets and reach new audiences. And finally, it can be a cost-effective way to produce high-quality videos without investing in expensive equipment or hiring professional filmmakers.

Frequently Asked Questions About Marketing Videos

Which Types of Marketing Videos Are Best for a Small Business?

For many small businesses, an explainer video, customer testimonial, how-to video, or short-form social video is a good place to start. Choose the format based on whether you need to explain your offer, build trust, or reach a new audience.

Which Types of Marketing Videos Build the Most Trust?

Customer testimonial videos, expert interviews, and user-generated content can build trust because they show real experiences, opinions, and results.

How long should a marketing video be?

The right length depends on the format and platform. Short social videos may be under a minute, while product demos, tutorials, and expert interviews can be several minutes long if they remain useful and focused.

How can I get more blog traffic from videos?

Add videos to helpful blog posts, optimize the page around one clear search topic, include a relevant call to action, and link viewers to related articles that answer their next question.

Choose the Marketing Video That Matches Your Goal

You do not need to create every type of marketing video at once. Start with the format that solves your biggest marketing challenge right now.

If customers need help understanding your offer, create an explainer video or product demo. If they need proof, create a testimonial video. If your goal is reach, focus on short-form social videos and useful how-to content.

Use this list as the starting point for a bigger video marketing campaign. A consistent plan will help you create videos that attract the right audience, build trust, and give people a reason to return to your blog.

Originally published November 30, 2022; updated September 19, 2026.