Lights, Camera, Action: 10 Types of Videos Your Marketing Strategy Needs

What’s the one content format that every brand needs regardless of their size and industry? What’s that one content format that works flawlessly in introducing a brand or acquiring new customers or retaining existing ones? That’s right! Video! Videos have become vital assets for any marketing strategy, and today, we’ll dive into the essential types of videos every brand should consider.

Once you know which types of videos best serve your brand and where they fit within your strategy, planning and integrating video content becomes much easier.

Ready for a deep dive into the types of videos that can elevate your marketing strategy? Let’s start by exploring why video is so valuable in marketing.

Why Videos Are Game-Changers in Marketing 

To be upfront, there is no one-size-fits-all approach when it comes to tackling social media marketing. Different formats and different content types suit brands on different platforms. However, it’s undeniable that videos hold a special place among all these. Here are a few quick facts to demonstrate this: 

• Statistics reveal that video content outperforms other formats significantly, with videos being shared 12 times more than text and image posts combined. This means better reach and brand visibility. 
• Videos deliver a huge advantage in lead generation, bringing in up to 66% more qualified leads. This is critical given that lead acquisition is a core challenge for many brands, making video an investment that can yield substantial rewards.  
• Around 92% of marketers report that videos provide impressive ROI, reflecting their effectiveness in driving measurable results. 
• Given that people now watch around 17 hours of video content weekly, videos give brands a good opportunity to reach audiences with a format they prefer. 
• Finally, videos play a crucial role in boosting conversions. Including a video on a landing page can lift conversion rates by up to 80%, making video a powerful tool for driving business growth on the whole. 

Given all these advantages, the bottom line is about identifying the most relevant types of videos for your brand’s marketing and placing them in the right platforms. 

10 Types of Videos + How to Use Them Effectively

1. Brand Story Videos – Share Your Journey to Build Connections 

A brand story video is one of the most important types of videos and yet one of the most underrated ones in marketing. This is a video that tells the story of your brand. In other words, it’s a narrative that tells people what makes your brand special. 

Brand story videos make authentic connections by offering a genuine, personal glimpse into who you are and why you exist. Therefore, these videos connect with customers who share the same values. 

For instance, here is a brand story video from Airbnb. It demonstrates the core values of the brand and what they strive for. Evidently, brand story videos like this one are the best kinds when it comes to fostering stronger emotional bonds with customers. 

KIMP Tips: 

• Use emotional cues to emphasize your narrative. 
• Focus on some of the less-known facts, details that are not easily available anywhere else. 
• Draft the story from a customer’s perspective in a tone and language that resonates best with your customers.

2. Explainer Videos – Simplify the Complex 

Usually short and visually engaging, these are the types of videos that clarify how something works, the problem it solves, and why it’s valuable. This could be your products or services or even something specific to your industry. 

In other words, explainer videos aim to focus on the value you create through your products or services. But the focus is more on customer pain points and a demonstration of your understanding of these. 

For example, the video here is from Synthesia, an AI-powered media generation platform. The video features some of the customer personas the brand caters to, the common challenges they face, and where Synthesia fits into this. 

KIMP Tips: 

• Connect the explained concept to your brand or your offerings in a relevant and easily understandable manner. 
• Be mindful of using jargon and complicated terms. Stick to a language your target audience will easily comprehend. 

3. Product Demo Videos – Your Product In Action 

To give a demonstration of your products and their features, product demo videos are the best types of videos you can leverage. On the surface, they look and sound similar to explainer videos. However, the core difference is that while explainer videos are all about focusing on the benefits and the problems you solve, product demo videos delve deeper into the product being promoted and its features.  

In other words, explainer videos focus on the “why,” whereas, product demos are more about the “how”. Therefore, they are effective in guiding potential customers through real-life applications and benefits of the product.

For example, here is a product demo video.

KIMP Tips: 

• Instead of the evident features, focus on the unique ones that differentiate your product from the rest. 
• To make the demonstration more relatable, use real-life scenarios to show how the product actually solves common problems. 

4. Customer Testimonials – Real Experiences, Real Impact 

These are the types of videos that are as crucial as brand story videos. They focus on strong narratives too but in this case, it is about the story of the customer rather than about the brand. 

Remember, these are all about actual experiences of people not affiliated to your brand. Therefore, they are more convincing to a skeptical lead who is one step away from placing an order. 

Customer testimonial videos can be something simple – like a compilation of some of the best customer reviews from diverse platforms. 

Or it could also be an authentic depiction, in a case-study like format where the video takes viewers through the customer’s problems and their experience with how your product/brand helped solve these problems. 

Also, realistic customer videos like the one here from the popular outdoor clothing company, The North Face, make the most impact. 

KIMP Tips: 

• Feature customers who represent your target audience, making it easy for viewers to see themselves in the story.
• When selecting reviews to present in a slideshow, identify a theme and create a visual template. This helps for a streamlined presentation of your message. 

5. Educational Videos – Inspire to Engage 

If you are looking to consistently engage your audience then educational videos are the best types of videos to leverage. To summarize, educational videos are all about providing fresh perspectives and creating value for your customers. 

Unlike explainer videos, which focus on a specific product or service, educational videos can cover a wide range of topics, from industry trends to how-to tutorials.

Identify a niche that your target audience relates to and dig a little deeper into the common questions that your customers have. For example, the below educational video is from Sprout Social, a popular social media management platform. 

Furthermore, you can always find creative ways to present your educational content. Like the video here from Hootsuite. It not only presents critical details of value to customers but also does this while preserving the brand’s unique personality and tone of voice. 

KIMP Tips: 

• Do not sound overly promotional. In fact, educational videos are more about insights and actionable tips rather than about selling your products/services. 
• Educational videos contain a lot of information for users to process. Therefore, use interactive animations, transitions, animated typography and other relevant visual elements to keep the video easy to engage with throughout. 

6. Work Culture Videos – the Faces Behind Your Brand 

Showing people the inner workings of your company, giving them glimpses of the faces behind your brand helps humanize your brand. And that’s what work culture videos are all about. Hence these are the types of videos that positively impact diverse kinds of audiences. Firstly, work culture videos help attract the right kind of talent and boost employee morale. Secondly, showing how you treat your employees helps boost your brand image. 

Here’s a work culture video from Google. Notice how the video focuses on the employee and their life and experience rather than focusing on Google and what they do. 

KIMP Tips: 

• To make these types of videos more interactive and relevant to your audience, combine elements like employee interviews, motanges of behind-the-scenes clips and more. 
• Stay away from interviews that look staged. Instead, allow employees to express their views and stories in their unique tones to preserve the authenticity of your content. 

7. Logo Animations – Make Your Brand Memorable 

A dynamic version of your logo is just what you need to make your brand more memorable and to erlevate your brand identity. Typically short and impactful, logo animations add personality to your brand’s visual identity. What’s more? These types of videos are versatile. Hence they can be used as intros, outros, or even to imprint your brand in your marketing videos. 

A well-crafted logo animation can convey your brand’s tone, energy, and values in just a few seconds. Additionally, logo animations can also help highlight any hidden details or crucial elements in your logo design that add more meaning to it. For example, the logo animation here shines the spotlight on the design details that amplify the message in the logo. 

KIMP Tips: 

• Keep your logo animation crisp and captivating. 
• Stay away from too many distracting transitions that divert your customers away from the core message or overwhelm them. 

8. Audiograms – Bring Your Podcasts to Life 

Audiograms are short video clips that give your customers a sneak peek into a podcast episode you wish to promote. In short, audiograms are all about making your podcast content more engaging for social media channels. In addition to the audio snippet from the podcast episode, an audiogram also contains simple animations and a catchy image to make it more immersive and shareable. 

Here’s an example of what an audiogram traditionally looks like. 

In conclusion, well-crafted audiograms evoke intrigue and encourage users to listen to your podcast. Hence, these are crucial marketing assets for brands that actively incorporate podcast in their marketing strategy. 

KIMP Tips: 

• Ensure that the animations, colors and other elements of your audiograms align with the tone and identity of your brand. 
• Create an easily customizable template that can be reused for all your podcast episodes. This helps create a cohesive presentation of your audio content. 

Our blog on podcast audiograms will give you more tips about why you need them and how to design them. 

Need help designing audiograms to promote your brand podcast? Get a KIMP Video subscription. 

9. Event Videos – Capture the Excitement 

Events are crucial in marketing and event videos help amplify their impact. These are the types of videos that give the attendees a visual reminder of the event they attended. And they can give others glimpses into what they missed therefore encouraging them to look out for your next event. 

For instance, event videos can cover the backstage action or important announcements from a conference, workshop or even a fun event involving your employees or customers. Evidently, these are the types of videos that create buzz and anticipation thus boosting participation. 

For example, here’s an event video shared by Adobe after the Adobe MAX event. It builds excitement about the products and features announced and encourages users to stay tuned for more updates from the event. 

As you can see from this example, event videos are a great option for garnering multi-channel engagement. 

KIMP Tips: 

• Ensure you have strong event branding in place – logos, colors and other visual cues signature to the event. 
• Create dynamic videos that combine wide shots, close-ups, and b-roll footage to double up on the excitement. 

10. Teaser Videos – Spark Curiosity 

Teaser videos are the types of videos you need when you wish to build anticipation for a big brand-related announcement, a major product launch or even an upcoming event. Additionally, teasers are known to give just enough information to hook the audience without revealing all the details, encouraging viewers to stay tuned for more. 

Teaser videos work well on social media feeds, on the website homepage, emails, as well as in web and digital ads. 

For example, here’s a teaser video that Heinz posted ahead of their Halloween campaign. Given how crowded the advertising space can get during holidays like Halloween, teasers like this one help create excitement ahead of the holiday and therefore can help you cut through the noise. 

KIMP Tips: 

• Since it’s all about the impact, incorporate bold visuals, dramatic cuts, or suggestive text to captivate attention within a few seconds.
• Give viewers a clear idea of when they’ll get more information, creating a sense of urgency while also preserving the clarity in your message. 

To know more about creating excitement and sparking curiosity through teasers, check out our blog on teaser advertising. 

Ready to Elevate Your Brand’s Video Strategy? 

To conclude, the options are endless when it comes to leveraging video in marketing. Also, there are different types of videos you can use for different marketing goals. But creating a wide range of video assets can be challenging without the right design support. This is where an unlimited design service like KIMP comes in. With a KIMP Video subscription you can conveniently take care of most of your video design needs (for short videos) and video editing needs. 

Register now for a free 7-day trial!