Whether it’s a full-length documentary, an animated short, or a music video, video has the capability to influence an audience.

Convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences.

In fact, Diode Digital recently found that online video is 600% more effective as a marketing tool than print and direct mail combined.

So, with so many reasons as to why your business should choose video, we thought we’d break down the types of video businesses can utilise in their marketing efforts, along with a few examples to whet your appetite.

Let’s go!


Explainer videos should provide a high-level overview of the problems you solve for your customers. Explainer videos, often placed on a landing page, your website’s home page, or a prominent product page, have become extremely popular – some sites boast of conversion rates increasing by as much as 144% after including an explainer video on their website.

Brand Films

Brand films do a great job of inserting a brand into the culture and helping people understand the values behind a product or service.

They serve to entertain, inform or inspire while aligning the company with a certain feeling

Just like this one we created for Whitemeadow.

Promos and Awareness

Promote marketing campaigns, product launches, events and other content assets with a promo video. A great promo video grabs your attention and doesn’t let go, tapping into your emotions and teasing at what’s coming next.

Take a look at this example we created for International Alert.


Educate buyers and establish thought leadership via live and on-demand webinars.

Webinars are an online meeting or presentation held via the Internet in real-time. To put it simply, they’re online events, connecting individuals across the world.

The main feature of live webinars is interactivity, or the ability to discuss, send and receive information in real-time.

The beauty is that anyone can participate in a webinar without leaving work or just while staying at home, on a business trip or vacation. No more headache concerning venues, coffee breaks, and transport – holding a conference is as easy as several mouse clicks!


Vlogs are a great way of sharing video-based blog content for content marketing and SEO. A mix of blogging and streaming, a vlog is a first-person, self-made video and works brilliantly at business events as well for behind the scenes content, just like this example…


Drive engagement, brand awareness, and sharing via social. Video is BIG on social media and as a business, you should be utilising it. It’s no surprise that as social video has grown to be the most popular and widespread content on social media it’s the most effective for driving engagement and growing audiences.

Social vids should be short, targeted, and well designed for social platforms.

Chalk Talks / Whiteboards

Whiteboard animation is a process where a story or a storyboard with pictures gets drawn on a whiteboard or something that looks like a whiteboard (hence the name). They are videos that draw themselves.

They’re great for offering customers expert advice on very specific topics.

Product Demo 

Besides being a marketing video, a product demo video is a great sales tool. It shows potential customers what they can do with your product or service without needing to travel and give a live demonstration.

Check out this example we created for Soabar.

Customer Stories

Showing, not telling is key to sounding credible, and nothing persuades like a customer story. Rather than telling prospects how great you are, let your customers gush about the time you helped them earn more money, win more business or sell more products.

Customer story videos help to highlight real clients and the results you’ve helped them to generate. Just like this example for True Refrigeration.

Culture Film

Showcase the culture, values, and personality of your employees with a culture film.

Company culture matters. It tells potential hires who you are and what you stand for. As well as setting expectations, making it easier to decide if you’re a good fit.

Onboarding and How-To’s

Great onboarding prepares and excites new hires for their work. It strategically educates them when they can best absorb it. And instead of using dry communication methods like text-heavy documents or bullet-laden presentations, great onboarding happens through captivating media—like video.

Take a look at this example for Whitemeadow.

Ready to create your own?

Feeling inspired enough to create your own piece of video marketing? We can help!

Working as an extension to your team our purpose is understanding what your customers want to see, to provide video content that really delivers. Let’s talk.

Let's get started.

Posted by John Starkie