PART 4. Types of Video Marketing

Before beginning production, it is important to determine the type of video you intend to create. Refer to the list below for a clearer overview of your available options.

1. Demo Videos

Demo videos showcase how your product works  whether that’s giving viewers a walkthrough of your software or unboxing and testing a physical product in real life.

2. Brand Videos

Brand videos are typically created as part of a broader advertising campaign and highlight a company’s vision, mission, or products and services.

The goal of brand videos is to build awareness of your company while sparking curiosity and engaging your target audience.

3. Event Videos

Does your business host conferences, roundtable discussions, fundraisers, or other types of events? Producing highlight reels or releasing engaging interviews and presentations from these gatherings is a great way to extend their impact.

4. Expert Interview Videos

Recording interviews with internal experts or industry thought leaders is an excellent way to build trust and credibility with your target audience. Identify influential voices in your field and bring these conversations directly to your viewers.

These videos should go beyond surface-level interviews and dive deep into expert insights that provide real value. Don’t be afraid to apply strategic interviewing techniquesyour audience will grow as a result of your effort and dedication.

5. Educational or How-To Videos

Educational videos teach your audience something new. These marketing videos can also help build foundational knowledge, making it easier for viewers to understand your business and solutions. Your sales and service teams can use these videos when working directly with customers.

6. Explainer Videos

This type of video helps your audience understand why they need your product or service. Many explainer videos focus on a core buyer persona who is struggling with a specific problem and resolves it by adopting or purchasing your company’s solution.

7. Animated Videos

Animated videos are a powerful format for explaining complex concepts or abstract products and services that require strong visual storytelling.

8. Case Study and Customer Testimonial Videos

Your prospects want to know that your product can solve their specific problems.

One of the most effective ways to demonstrate this is by creating case study videos featuring loyal and satisfied customers. These individuals are your best advocates. Put them on camera to describe their challenges and how your company helped overcome them.

9. Live Videos

Live video gives viewers a unique behind-the-scenes look at your company. It also tends to generate longer viewing times and higher engagement rates.

According to Google in 2021, 85% of people watched a live-streamed event in the previous year. Live interviews, presentations, and events encourage viewers to engage by commenting and asking questions.

10. 360° Videos and Virtual Reality (VR) Videos

With 360° videos, viewers can scroll around to see content from every angle as if they were standing inside the experience.

This spherical video format allows viewers to explore a location or event, such as flying down a hill.

Virtual reality (VR) enables viewers to navigate and control their own experience. These videos are typically viewed using devices like the Oculus Quest 2 or Valve Index.

11. Augmented Reality (AR) Videos

AR videos add a digital layer to the real-world content you’re viewing.

For example, you can point your phone’s camera at your living room, and AR will allow you to see how a sofa would look in your space. The IKEA Place app is a great example of this technology.

12. Personalized Videos

Video can be a creative way to continue a conversation or respond to someone via email or messaging.

Use tools like HubSpot Video Hosting or Loom to record yourself summarizing an important meeting or delivering personalized recommendations. These videos create engaging, unique moments for your prospects and can move them further along the buyer’s journey.

Now that you’ve planned your video marketing strategy, it’s time to start creating your first video.

=> You can view the full, detailed version of this article here to gain a deeper understanding.