The 6 Types of Marketing Videos Your Business Should Be Using

Marketing videos aren’t just another trend; they’re now at the heart of smart marketing. People love to watch short clips, stories, and explainer videos, and businesses see real results when they use them.

To keep your brand visible and boost connections with customers, you need a mix of videos that meet different goals. There are six key types that every business should use, each bringing something unique to your marketing strategy.

The 6 Key Types of Marketing Videos Every Business Should Use

Every successful brand uses a mix of videos to reach people in smart, engaging ways. The right video at the right time can answer questions, inspire trust, or even push viewers to buy. Here’s a rundown of the six most effective types of marketing videos, how they work, and why your business shouldn’t go without them.

1. Explainer Videos

Explainer videos take complex topics and make them simple. In just a minute or two, they break down your product, service, or idea into something anybody can understand.

Key characteristics:

• Short, usually 60-90 seconds

• Focus on a single topic or product

• Uses simple language and visuals

Best use cases:

• Launching a new product or service

• Introducing a complex tool or technology

• Showing how a process works

Benefits:

• Boosts lead generation by clarifying your value right away

• Educates viewers, reducing confusion

• Helps move potential buyers further down the sales funnel

• Easily shareable on landing pages, emails, and social channels

2. Product Demo Videos

Product demo marketing videos show your product or software in action. Instead of just talking about features, you show them, step by step, so viewers see results firsthand. These videos target buyers who want proof before making a decision.

Key characteristics:

• Hands-on, real product use

• Direct visuals of features and results

• Focuses on real-world benefits

Best use cases:

• Guiding buyers through features that set your product apart

• Showing off updates or new tools

• Answering common “how does it work?” questions

Benefits:

• Reduces pre-purchase doubts and buyer hesitation

• Helps cut down on customer support tickets

• Drives conversions by building confidence

3. Testimonial and Case Study Videos

People trust people. Testimonials and case study videos let happy customers do the talking. These marketing videos share real stories about how your product or service solved a problem or made life easier.

Key characteristics:

• Features real customers or clients

• Tells authentic, relatable stories

• Includes before-and-after details or measurable results

Best use cases:

• Building trust with skeptical buyers

• Proving your claims with real proof

• Highlighting success in different industries

Benefits:

• Creates social proof that can tip the scale for potential buyers

• Humanizes your brand and makes it more credible

• Supports your sales team with authentic stories

4. Brand Story Videos

Brand story videos share what makes your business tick. They go beyond products to talk about your mission, your people, and what’s important to you as a company. These marketing videos build emotional ties and help people remember you.

Key characteristics:

• Focuses on company values, culture, or journey

• Features founders, staff, or loyal customers

• Uses storytelling, not just facts and figures

Best use cases:

• Welcoming new visitors on your website or social profiles

• Showcasing your “why” on About Us pages

• Campaigns around giving, service, or milestones

Benefits:

• Differentiates you from the competition

• Builds long-term loyalty and trust

• Makes your brand relatable and memorable

5. Educational and How-To Videos

Educational videos help your audience solve problems. Whether it’s a quick tip or a full how-to guide, these marketing videos position your business as the go-to source for answers. They can cover anything from using your product to industry tricks.

Key characteristics:

• Step-by-step instructions

• Clear, friendly tone

• Answers specific questions

Best use cases:

• Addressing common product questions

• Teaching skills related to your field

• Offering value to viewers before they buy

Benefits:

• Establishes your team as experts

• Keeps viewers engaged with helpful content

• Increases SEO as people search for how-to topics

6. Social Media Videos and Short-Form Content

Short form works best on social media. Platforms like Instagram, TikTok, and YouTube Shorts thrive on bite-sized video clips under a minute. These videos are quick, fun, and easy to share.

Key characteristics:

• Usually under 60 seconds

• Fast-paced, highly visual, often with music or captions

• Tailored for mobile viewing

Best use cases:

• Announcing product launches or promotions

• Sharing quick tips, trends, or behind-the-scenes looks

• Encouraging shares, comments, and likes

Benefits:

• Increases reach by tapping into social trends

• Builds brand awareness fast

• Drives engagement and followers

A mix of these six marketing video types will cover your bases, help you connect with your audience, and keep your brand top of mind across platforms. Each type plays a unique part in telling your story and driving real results.

Let’s Power Your Strategy with Marketing Videos

Mixing up your video content gives every audience member something to connect with, whether they need fast answers, a real-world story, or a reason to trust your brand. Using product demos, testimonials, explainer clips, and more invites viewers to learn, relate, and take action.

At Inbound 281, we help clients use video marketing to attract attention, build trust, and convert leads. Whether you need videos for your website, email campaigns, social media, or paid ads, our team creates content that fits your brand and speaks directly to your audience. 

Contact us today to discover how video can support your marketing goals, or schedule a meeting with our advisor to explore the possibilities.