Most of us have cringed at those in-your-face, overproduced marketing video ads that feel like a sales pitch dressed in fancy lighting. 

The good news is that effective marketing videos don’t work like that. They’re smart, subtle, and far more engaging. They don’t shout, “Buy our product!” Instead, they tell a story, sometimes through a live stream and other times through a behind-the-scenes.

This way, your audience feels like they’re part of something, and in return, they start to see your brand as trustworthy. And trust? That’s marketing gold. 

Let’s explore the different types of marketing videos and how to make yours stand out.

Popular Types of Marketing Videos and How to Implement Them 

Not all marketing videos are created equal. Some aim to educate, others entertain, and a few manage to do both while subtly promoting your brand. 

The beauty of marketing videos lies in their versatility; you can shape them to fit your goals. 

The key is choosing the right type of video for the message you want to deliver. After all, a behind-the-scenes clip works wonders for authenticity, but it won’t pack the same punch as a product demo when explaining features. 

In the next sections, we’ll explore the most popular types of marketing videos and how to integrate them into your strategy.

1. Brand Video

A brand video is your chance to show the world who you really are. It lets you explain your company’s values and purpose. 

But the question is, when should you roll out a brand video? It’s a perfect tool if you want to establish brand awareness or differentiate yourself in a crowded market. 

Further, for those launching a new business or considering a rebrand, this type of marketing video lets you establish yourself without coming off as salesy. Make sure you don’t just list your achievements, though (everyone does that!). Instead, share your “why.” Tell your audience why you started and why you care about them.

If possible, feature your team and customers to show how you’ve made an impact and continue to do so.

One standout example is Airbnb’s “Welcome Home” campaign, where they brought the Airbnb experience to life. 

2. Product Video

In a product video, you present your product as a solution your audience didn’t even know they needed. 

You can use it to cut through the noise and connect. Launching a new product? Perfect. Want to showcase upgrades to an existing product? Even better. 

Or maybe you’re tackling complex features that need a visual breakdown. The right product video can explain and persuade in ways words can’t. 

What separates a good product video from a forgettable one is storytelling. Don’t just say, “This blender has 10 speeds.” Show how those speeds help create everything from smoothies to sauces in minutes. 

You can, for instance, use before-and-after shots and relatable pain points. It could be a mom juggling dinner or a remote worker brewing coffee during a meeting. Show your audience how your product fits their world.

Here’s one from Solo Stove. The video speaks volumes about the product’s usage and how customers can seamlessly integrate it into their lives, minus the hassle.

 3. Live Video

If your goal is to interact directly with your audience or create a sense of exclusivity, live video is your best friend. 

Those launching a new product can host a live demo. If your audience is curious about your brand, a live Q&A session could work wonders. Likewise, letting people join in virtually while celebrating a milestone can help, too. 

However, before you join any session, make sure you outline your key talking points. However, don’t over-script it. By the end of the day, viewers appreciate spontaneity. 

Also, make sure you have a strong internet connection, as it can really mess things up otherwise. Besides, don’t forget to engage. This means responding to real-time comments or giving shoutouts to make viewers feel valued.

Let your audience see the human side of your brand, and they’ll keep returning for more. Here’s a live video from the National Hockey League (NHL). 

NHL used Facebook to air Stanley Cup Live. The video features live interviews with NHL players, who answer real-time questions from viewers. 

4. Social Media Video

With over 5 billion users, social media offers a great way to boost your brand. You can use it for product teasers, user-generated content, event highlights, or sharing quick insights. Their beauty lies in their versatility. 

Each platform, from Instagram to YouTube, offers a unique format to engage with your audience. This means you can pick the channel that fits your goals. 

However, there are some key strategies to consider regardless of the platform you intend to use. 

For instance, you must always start with an attention-grabbing hook. It could be an intriguing question or striking visuals. Further, always include captions, as many viewers watch on mute. 

Most importantly, keep your video platform appropriate. What works on LinkedIn won’t necessarily fly on TikTok, so tailor your style accordingly. 

Not to mention, keep your videos short (ideally 60 seconds). Instagram, Twitter, and TikTok audiences mostly prefer short-form content. If you’re aiming for longer videos, consider YouTube or LinkedIn. 

5. Testimonial Video

Given that 92% of consumers read testimonials and reviews before purchasing, you certainly can’t miss out on this marketing strategy. 

These videos let real people - your customers - tell your story for you. So, instead of you saying, “We're great,” they’re saying, “Here's how this brand changed my life.” It’s far more convincing than any polished pitch.

Whether you’re targeting a skeptical audience or simply strengthening your reputation, testimonial videos can give potential customers the nudge they need.

However, make sure you keep things authentic. Forget scripted lines. Instead, let customers speak naturally about their experiences. Ask them to focus on specific results or pain points your product resolved. 

To take things up a notch, consider featuring diverse customer stories to resonate with different segments of your audience. You can also try a mini-documentary approach where the customer’s journey is highlighted step-by-step, leading to your product as the solution. 

6. Explainer Video

An explainer video is your go-to tool when you need to simplify the complex. 

It breaks down your product or service in an easy-to-digest way. This makes it perfect for introducing something new or clarifying how you solve a specific problem. 

For instance, if you’re about to launch a product with technical features or want to explain a service that’s not instantly intuitive, consider this strategy. 

Make sure you keep it short - ideally under two minutes - and focus on one key message. Further, use visuals to simplify ideas and lead with benefits before discussing features.

You can, for instance, highlight a real-life problem and show your solution in action. The tone must match your brand, though, whether that’s quirky or professional and straightforward.

A great explainer video makes your audience feel confident about choosing you.

Here’s an example: 

7. Team Video

A team video builds trust by highlighting the unique culture and personalities of your business. This is a perfect choice if your goal is to build stronger connections with your audience and demonstrate transparency. 

The team members can discuss their individual roles, emphasizing how they contribute to your success. 

Further, you can also share a behind-the-scenes look at team collaboration or a heartfelt video in which your team shares their thoughts on company milestones. 

The goal is to be as genuine as possible. Such videos move the audience. It makes them think you value your employees and will likely value them as customers, too. 

8. Crowdfunding Video

A crowdfunding video is the heartbeat of any successful campaign. It’s your chance to inspire trust, all within a few minutes. If you’re seeking backers for a new product or raising funds for a creative project, a compelling video will encourage your viewers to become active contributors.

Ideally, begin with a hook (something that grabs attention immediately, like a personal story or a bold problem statement). Next, clearly explain why you’re raising funds and how the contributions will make a difference. 

Further, remember that transparency is key. We mean, show the budget breakdown or prototype progress to build trust. Close with a strong call to action: don’t just ask for support; invite viewers to join the movement or help create change.

Pro tip: Keep it short, ideally 2-3 minutes, and tailor the tone to your audience. If your campaign is playful and creative, let your video reflect that. If it’s serious, let that shine through. 

9. Educational Video

Educational videos are the way to go if you want to build authority or engage your audience meaningfully. They’re also great for those tricky "consideration" moments, where a customer might need just a bit more information before they make a decision.

If you’re about to explore a topic that might seem overwhelming, break it down step by step. Use visuals - think infographics or screen recordings - to support your explanations. 

Make sure you keep it relatable, too. Why does it matter? How does this piece of information tie into your audience's everyday challenges?

You can create a mini-series or dig deep into specific challenges your audience faces. The key is to keep your tone authentic; be human and approachable, that is. 

10. Animated Videos 

Animated videos offer a great way to explain complex concepts or deliver your message in a visually striking way. 

You can create a character-driven explainer video where a fun mascot guides viewers through your brand’s benefits. Or, use motion graphics to visually illustrate data trends or product features. 

What’s good about animated videos is that you’re not limited by reality. Put simply, you can create situations that are only bound by your imagination.

Since you’re not restricted by real-world visuals, animation gives you the freedom to inject humor, surprise, and more. Want to explain a boring product feature? Animate it as an adventure. The sky’s the limit, but your messaging still needs to come across clearly. 

11. Behind-the-Scenes

There’s something inherently captivating about seeing the “how” and “why” of a brand. It makes your audience feel like they're a part of your journey. 

Behind-the-scenes marketing videos offer precisely that. You can use them to show the process that goes into what you do. 

Want to share your team’s creativity or reveal the hardwork behind your product? You can do so through this content format. 

These videos don’t need to be highly produced, but they do need to feel genuine. People want to see the real deal - the mistakes and the moments of doubt. It’s these unpolished moments that make your brand relatable.

One key thing to remember is that you don’t have to oversell it. A behind the scenes video isn’t a commercial in disguise. 

If you’re constantly promoting “we’re perfect” or “we’ve got it all together,” a behind-the-scenes video is your chance to give an honest glimpse into your reality. And that honesty builds loyalty.

Get Help from the Best Video Production Agency Chicago

Creating the right type of marketing video requires understanding what you’re trying to achieve and choosing the video style that best brings that vision to life.

If you’ve got an idea floating around in your head but don’t quite know how to implement it (or you're feeling overwhelmed by all the options out there), we’ve got your back. 

At Indirap, we understand that video production can be a maze. But it doesn’t have to be. We’ve worked with brands that wanted to show off their quirky side and others that needed a more strategic approach. 

So, what’s your next video production project? Whatever it is, let’s work together to create something that cuts through the noise.