Brands need a video marketing strategy, this isn’t new. However, according to a recent report from HubSpot Research, 54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image (41%) based content. They also found that video content was the most memorable (43%) in comparison to text (18%) and images (36%). This proves that video is important now more than ever.

Video is the ultimate show and tell. Conveying messages it what it is all about, but it comes in many forms and it can be a little confusing to know where to start with your video marketing strategy. So, let us help you out a little. We will go into how to produce your first video in our blog next week but for now, here is a run through of the 12 main types of video;

1) Demo Videos

Showcase how your product works or explain the process of your service. This can be anything from a simple unboxing video through to an in-depth step by step tutorial.

2) Brand videos

Brand videos are typically distributed as a part of a larger advertising campaign, showcasing your company’s ethos and outlining your mission. They can also be used to provide a general overview of the products and services you offer. These are used to win the attention of your target audience, build brand awareness and cultivate a customer base.

3) Event Videos

This one is fairly straightforward; document and build interest surrounding an event your business is hosting no matter how large or small. These videos can be as simple as a visual montage of the event or they can be more complex, including interviews with key parties involved and guests who attended.

4) Expert Interviews

Interview experts within your own business or find influencers in your industry and get these discussions in front of your audience. This is a great way to build trust and authority with your target audience.

5) Educational or How-To Videos

How-to videos can be used to build the foundational knowledge your audience will need to better understand your business and solutions. These are great for industries that are technically inclined or that occupy a very specific niche.

6) Explainer Videos

Help your audience better understand why they need your product or service by demonstrating it in action. The narrative can be built using a real-life customer profile or a fictitious narrative and the best approach largely depends on your brand and its target audience.

7) Animated Videos

Animated videos offer a great format for technical concepts needing strong visuals to demonstrate key functions, facts and figures that live footage just can’t effectively capture. Animation also better suits some brands in terms of visual style.

8) Case Study and Customer Testimonial Videos

Simple but very effective. Bring your testimonials to life and create case study videos that feature your happy customers. These truly are your best advocates. Get them on-camera describing how your company helped them achieve their goals.

9) Live Videos

Live video is a great insight for your customers to understand the work going on behind the scenes in your company. Whether its live streaming a discussion, set up of an event or a product being manufactured the possibilities are endless. It can be as formal or informal as you like and will encourage people watching to comment with questions.

10) 360-Degree & Virtual Reality Videos

With 360-degree videos, viewers can see in every direction by scrolling around freely. This spherical video style is suited best for allowing viewers to experience a location or event, some of which may ordinarily be inaccessible such as exploring remote locations or meeting face to face with animals deep in the ocean. 360 is becoming more and more popular since mainstream platforms such as YouTube have adopted it.

11) Augmented Reality Videos

Like 360 video, augmented reality is rapidly becoming more and more popular. Through any device with a camera it allows a digital layer to be added over reality, turning an otherwise inanimate object or space into an interactive environment. With a wide application of uses from developing a video game that can be played in and around real world spaces to allowing you to see how furniture looks in a space before buying it, it is becoming a very powerful tool.

12) Personalized Messages

Recording a video of yourself discussing a topic is a creative way to continue a conversation or get the attention of someone who hasn’t responded. It is a wonderful way to drive potential customers further down the purchasing funnel. It shows you have personally taken the time to consider their needs and can be as formal or informal as necessary.

We hope that sheds some light on the powerful range of options available to convey your message through video. The first step, however, is understanding your goal. We will discuss our approach in our blog next week so stay tuned!


HubSpot. (November 6, 2017). For brands, video content is preferred. Retrieved from