7 different types of marketing videos and when to use them
Video marketing isn’t just a trend; it’s now one of the most powerful ways to connect with your audience, explain what you do and encourage people to take action. If you want to promote a new product, build brand awareness, or simply try to stand out in an overcrowded feed, video can deliver an impact that other formats struggle to match.
But with so many video types out there, from explainer videos and testimonials to short-form and animations, how do you know which one is right for your business?
We’ll guide you through the 7 most popular types of marketing videos, when to use each one, and why choosing the right format at the right time can make all the difference.
Explainer videos
Explainer videos do exactly what they say: they explain. Typically 60 to 90 seconds long, these short-form videos break down how your product or service works in a way that’s simple, engaging and easy to digest.
Best for:
- Launching a new product or service
- Explaining a complex process
- Educating your audience quickly
When to use them and why?
These videos are ideal for landing pages, email campaigns or paid social media ads where you want to capture attention and deliver clarity fast. They’re also brilliant for B2B service providers who need to explain their services. Explainer videos simplify the complicated. They combine visuals, voiceover and scripting to help viewers understand your offer and why it matters in under two minutes.
Brand videos
Brand videos are all about telling your story, who you are, what you believe in and why you do what you do. These videos are often emotional, creative and designed to build connections rather than sell directly.
Best for:
- Launching a new brand or rebrand
- Promoting company values
- Boosting awareness on social media or your website homepage
When to use them and why?
Brand videos are perfect for showcasing the bigger picture. They can live on your website’s homepage, run as a YouTube ad or be pinned to the top of your social feeds. People don’t just buy products, they buy into the brand. A well-crafted brand video helps you form emotional connections with your audience and sets you apart from competitors.
Testimonial videos
A testimonial video features a happy customer talking about their experience with your product or service. It’s powerful social proof, but more human than a written review.
Best for:
- Building trust
- Moving leads further down the sales funnel
- Supporting sales pitches or email nurturing campaigns
When to use them and why?
These videos are ideal on product pages, in case studies or as part of your follow-up process with leads who are considering your offer. Testimonial videos work because we all trust people more than we trust brands. Seeing a real person talk about their results or satisfaction adds credibility and relatability.
Demo videos
Demo videos show your product or service in action. They’re typically more practical and focused on the features, benefits and functionality of what you offer.
Best for:
- Showing how something works
- Reducing purchase hesitation
- Highlighting unique selling points
When to use them and why?
Great for e-commerce, tech platforms, tools or services with a clear visual process. They belong on product pages, social media ads or even QR codes on physical packaging. Demos work because they reduce risk. Providing the viewer a chance to “try before they buy” builds confidence and shortens decision-making time.
Social media videos
These are short, scroll-stopping videos tailored for platforms like Instagram, LinkedIn, TikTok and Facebook. Often fast-paced, engaging and designed to entertain or educate quickly.
Best for:
- Increasing brand visibility
- Driving social engagement
- Promoting time-sensitive offers or events
When to use them and why?
Anytime you want to stay at the top of mind with your audience. Social media videos work best when posted consistently and adapted to the platform and format, think vertical videos for Reels or TikTok, square videos for Facebook and professional-looking videos for LinkedIn. They work because meeting people where they are, scrolling, with short attention spans, video always helps you deliver your message quickly and memorably.
Behind-the-scenes and event videos
These videos offer a glimpse into your world, the people behind the brand, how things are made or what it’s like inside your business. They’re less polished but full of personality.
Best for:
- Humanising your brand
- Promoting company culture
- Documenting events, workshops or launches
When to use them and why?
These are great for Instagram Stories, recruitment campaigns, internal communications, or to build excitement around a live event. People love seeing the “real” side of a business and behind-the-scenes footage builds transparency, relatability and trust.
Animated videos
Animated videos use motion graphics or illustrations instead of live-action footage. They’re ideal for abstract concepts, explaining products or services or when filming isn’t a viable option.
Best for:
- Explaining digital products or complex services
- Standing out in ads
- Creating engaging how-to content
When to use them and why?
Use animated videos on landing pages, in email campaigns or when you want to make technical information more digestible. Animation allows creative control and visual clarity. You can demonstrate intangible products, processes or services without needing to film in the real world.
Choosing the right format for your goals
No video type is better than another. It’s all about choosing the right format for what you’re trying to achieve. Here’s a quick summary of which to choose:
- Wanting to educate? Go for explainer or demo videos
- Looking to inspire? Use brand or testimonial videos
- Aiming for visibility? Create social media and behind-the-scenes content
- Needing clarity? Try animated videos
A strong video marketing strategy often combines several formats, each with a specific role in your sales funnel, from brand awareness to customer conversion.
How can Vooba help?
We understand that producing high-quality video can feel overwhelming, from choosing the right style to writing the script, filming, editing and making sure it hits the final product you’re looking for.
Our flexible video production service options are designed to suit businesses at every stage, whether you're keeping things simple or going all in.
If you’ve already captured footage on your phone or want us to film using mobile, we can take that content and professionally edit it into something eye-catching and on-brand. With the right cuts, graphics and sound, it’s a smart way to produce high-quality video without the need for a full production crew.
For a more cinematic, polished result, from cameras and lighting to concept development and post-production, we handle the entire process, working closely with you to bring your vision to life and ensure your message lands with impact.
Ready to make video part of your marketing strategy?
Let’s talk about what you want to achieve and find the right video format for your goals. Get in touch, or explore our video production services to see how we can bring your brand to life on screen.
