An Overview of Video Types for Marketing

Making the decision to include video in your marketing strategy is the easy part.  After all, video delivers impressive benefits when it’s done well. So once you know you want video, what’s the next step?

Talking about video is the first step,
defining what kind of video best suits your goals is the second.

Full Video


Video is more than just recording information.  It’s about approach and presentation. Video is designed to be more intuitive, more personal and more interactive.

Business offering electronics, cars, RVs and other high-end / high-ticket items all have one thing in common – customers who do their homework long before they start looking to buy.  Combining video with research gives customers the best of both worlds. This is a great approach in industries that offer products or services likely to be heavily researched before someone buys.

What are your clients or customers looking for?  Do they need up close views of your products? Information that can empower them?  Access to unbiased reviews or reports?

Defining what your customers need will give you the starting point for what type of video will deliver.

There are many different kinds of videos and even more styles and ways of presenting.  Essentially, however, we’ve broken it down into six simple types:

  • Value Proposition – Videos that answer the question “Why should someone do business with us?”
  • Educational / Informative – Clear-cut information about a given product, service or news that relates to the industry.  These videos aren’t about selling so much as establishing yourself as a trusted source.
  • Walkaround – What’s the one thing usually missing from shopping online?  Being able to see and evaluate the product. Walkaround videos give customers the chance to get a truly close-up view including small details.
  • Customer Testimonials – The best advertisement is – and always has been – through word of mouth.
  • Service Diagnosis – Similar to educational or informative videos, these give client and customers the chance to troubleshoot on their own.
  • Live Stream – Podcasts, interviews and streaming events invite people to interact in real time.

Understanding what each type has to offer makes it a lot easier to see what video can do for your marketing strategy.

Once you know what type of video you want to use, that also makes it easier to dive into the details.  Things like page setup, supplementary links and developing an online persona will flesh out your marketing strategy.

While video is being used more and more, that doesn’t mean they’re all the same.  In the next two videos, we will take a closer look at these different video types.  There are people who create videos based on these six types, but theirs stand out because of the personality they put into them.  That includes everything from how the videos are filmed to title cards, graphics and, of course, the online persona of the host.

About the Author

Ryan Gerardi
Creative, resourceful, and resilient B2B sales and marketing technologist who works with people and businesses on a variety of levels to help elevate their game, their brand, and their businesses.