A video can be an extremely effective way to market your brand and attract potential customers, which is why many businesses have started making them.

But what are some different types of videos for marketing your brand? This article will walk you through it.

Exploring Different Types of Videos for Marketing Your Brand

Video is one of the most effective marketing tools available to businesses today.

According to HubSpot, 82% of consumers say they’ve watched an explainer video to learn more about a brand, product, or service they were interested in purchasing.

You may ask: What are the different types of videos? Before choosing a format, review these video marketing fundamentals to make sure each video supports a clear business goal.​

1. How-To Video Type

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.

Plus, you can use how-to videos to drive traffic to your website or blog.

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?

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 Video Type

Now that you know the three types of videos for marketing your brand, let’s move on to the fourth one. Animated explainer videos are short, engaging videos that explain a company’s product or service.

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.

When creating an animated explainer video, keep your target audience in mind. The video should be clear, concise, and relevant to the viewer. The visuals should also be eye-catching, and the overall tone should be positive.

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

So we’re done with the five types of video. Let’s now explore the remaining half. To start with, let’s define company culture videos. A company culture video is an effective way to market your brand and connect with potential customers.

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 is a marketing video in which an expert is interviewed about a specific topic. This can help market your brand by providing viewers with valuable information and establishing you as an authority.

An expert interview video can be an extremely effective marketing tool when done correctly. If you can find an expert willing to speak positively about your brand, you’ll create a valuable asset that can boost your visibility and credibility.

However, not all experts will be willing to speak favorably about your brand. You must do your research and choose someone likely to give a positive review.

Otherwise, you risk creating a video that could do more harm than good.

8. Viral

A viral video is a short clip widely shared online—often through social media channels. It can market your brand by creating awareness and generating interest.

Many successful video marketing examples fall under this category, such as the ice bucket challenge, which raised awareness and funds for ALS research. Another video created specifically to market a product or service was the Old Spice commercial featuring actor Isaiah Mustafa.

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.

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.

Get Your Brand Out There with These Marketing Videos

Using different types of marketing videos is a great way to spread the word about your products or services. They offer an engaging, visual way for customers to learn about your company.

They can also drive traffic to your website or product. So what are you waiting for? Get started today! Keep your audience in mind when creating marketing videos, and make them relevant to them.

Originally published November 30, 2022; republished October 20, 2023 to add video.