Types of Video for Marketing to Build Brand: A Guide for Marketers

According to Hubspot, 94% of marketers feel that videos have helped their customers understand their product or service better. If you're making videos, you probably need to catch up.

Yet, it is crucial to understand different types of video for marketing and how each one can help you promote your brand before getting started. Here's everything you need to know. 

Different types of videos for marketing

What is Video Marketing?

Video marketing is the use of videos to promote and market a product or service. Also, it helps increase engagement on your digital and social platforms, educate your consumers and customers, and reach out to a new audience.

So, why do B2B businesses need to invest in video marketing?

Video is a strong tool for attracting, retaining, and converting new prospects and customers along the customer journey.

Because video works so well on social media, creating films specifically for these channels is a terrific approach to driving demand by assisting potential clients in discovering your goods.

What is video marketing strategy?

According to a 2018 survey, 93% of firms that employ video claimed that uploading videos on social media resulted in the acquisition of a new consumer.

Furthermore, video appears at the top of Google search results, which means it can help you enhance your search engine ranking.

Marketers can use various types of video in marketing to provide more information about their product in a simple and accessible manner after people have begun to engage with your brand.

Types of Video for Marketing

Below are 10 popular types of video content used in marketing that any marketer should take advantage of. Let’s see!

Product Demo

A product demo video's purpose is to show how your product works. 

For a B2B company, this could mean leading your audience through a typical process using your project management software or demonstrating how automated scheduling and invoicing can make a business owner's life easier.

Product demo

Focus just as much on the consumer as the product to ensure your demo isn't dull or dry. What changes did they notice in their lives? What tangible benefits did they get from the experience?

How-To Video

It is one of the most common types of video content for social media. The goal is to educate the viewer. In a B2B setting, you can train them on how to use your product or service to get the most out of it.

As one of the most effective types of video for marketing, a how-to video provides useful knowledge relating to your product.

For example, a firm that sells storage containers may release videos on how to arrange different areas of your home.

How-to videos

Get detailed in your explainer videos to keep them informative and entertaining. 

To demonstrate what you're saying, you can use a real person or situation, such as a character, based on your ideal consumer. Demonstrate tangibly and visually how whatever you're presenting solves their problem.

Tutorial

Tutorials, like how-to videos, teach the user something new. A tutorial, on the other hand, accomplishes this with step-by-step instructions on how to complete a certain task. 

A B2B video marketing tutorial could be directly relevant to your product or cover another topic that your audience will find valuable, depending on your objectives. Remember to consider the value of tutorial videos.

Video tutorial

To avoid boredom in these videos, make sure that each step is visually performed, for example by capturing a real person following the directions. 

If you prefer an animated or screen-grabbed video, add a voiceover from an engaging narrator. You might also break up the instructional into a series of smaller, more consumable films.

Case Study

Customer testimonials are comparable to case studies, but they go beyond the customer's own experience. 

Case studies convey a holistic story of how your product addressed their problem or enhanced their lives, rather than your consumer speaking in their own words.

Case study videos

They provide you with the opportunity to convey an engaging tale about your product. 

You can go beyond the customer's personal experience and discuss the features and benefits of your product in greater depth. Include any measurable, positive outcomes that came as a result of the client using your product.

Brand Video

Rather than explaining your products and services in detail, these videos introduce your company's brand identity at a high level. 

They give viewers a sense of who you are as a company and what your vision is, helping to raise brand awareness and keep you top of mind while potential customers are looking for your goods. 

Brand videos

Brand videos can be found in a lot of TV commercials.

When creating a brand video, stay away from broad, generalized claims. This is your chance to shine in all of your eccentric brilliance. What distinguishes your business from the competition?

Company News

Company news videos keep your community informed about what's going on at your business, and they can be addressed to employees, shareholders, or customers.

This is one of the most favored types of video for marketing. They frequently communicate significant information, such as new hiring, firm reorganization, forthcoming initiatives, and even stock prices.

Company news

Take a behind-the-scenes approach to keep your company news videos interesting and engaging rather than boring and stuffy. Instead of being official, why not make it warm and conversational?

Company Culture Videos

A short video that uses your staff to describe your workplace. It's a terrific approach to personalize the business process and give your company more legitimacy. 

Moreover, it is a terrific icebreaker for clients who are still perplexed in the middle of the funnel. Trust is evoked through company culture videos.

Company culture videos

Employee interviews and recruitment films are included in company culture videos. A broad overview of your workplace, as well as the lingo used by your personnel. 

It also includes your company's vision and what you believe in. It's all about the inner workings of the professional. The goal is to raise brand awareness. It's also an excellent approach to boost your team's morale.

Testimonial Videos

One of the most significant types of video content for marketing is testimonial videos or client stories. Testimonial videos are case study videos that feature persuasion interviews with real-life customers who share their product success stories. 

They are the most popular searches for business-to-business decisions.

Testimonial videos

Testimonials are video interviews with (long-term) loyal customers. This ensures legitimacy and sheds light on your product's success. 

Stats and numbers that confirm the clients' experiences are frequently included in testimonial videos. These movies are also targeted towards a certain problem or use scenario. 

The goal of testimonial films is to make a video that is both interesting and medium in length. They are designed to build an emotional connection with your audience through your clients, and they involve a direct address. 

Recruitment Videos

The objective of recruitment videos is to demonstrate to potential employees what it's like to work at your organization. 

Recruitment videos

Great effort is given to highlight the company's culture and values, as these are now the most significant things to consider when choosing a place to work (more so than pay or benefits).

The goal here is to find unique and valuable features of your culture to promote (not just recording people playing foosball). Working from home may be the next big thing in the business world.

Educational Videos

According to Pew Research Center research, more than 50% of all YouTube viewers in the US say YouTube is their first visit when they want to learn something completely new. 

Educational videos

This means you have great potential to develop your brand while simultaneously teaching your audience something new, whether it's a workout regimen, a programming concept, or a basic how-to guide.

These types of video for marketing are a fantastic method to provide value to your audience; all you have to do is break down your knowledge and experience into bite-size chunks.

How Video Marketing Helps in Building a Brand

Your company's most valuable asset is, without a doubt, its brand. It's more than just a logo; it's reflected in everything you do.

Every interaction you have with your audience is a touchpoint, a chance to connect with them and inform them about your business. It's a method of expressing who you are, your beliefs, and what you believe in.

The way you shoot your video, how often you publish it, and the quality of the production are all aspects of your brand story. Even if you don't do anything, everything you do reflects on your brand.

By frequently producing high-quality video content, you can keep your business relevant while also expanding your audience.

How does video marketing help in building a brand?

People like to conduct business with companies they've heard of before. This method helps you form a relationship with your audience. 

As a result, it establishes trust in your brand, which you can use when you need it.

If you’re building your brand from scratch, think about various types of video marketing content to make, but more importantly, who it’s for and what you want to say. 

The videos you decide to create and share with your audience will start shaping a narrative around the type of brand you are.

If you already have an audience and want to start making video content, think about what your audience responds well to. 

This might involve a little bit of trial and error to start with; however, people are generally quite good at letting you know what they like and what they don’t.

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