The 12 Essential Types of Videos You Need for Your 2025 Marketing Strategy

Video marketing has quickly become one of the most effective ways to reach and engage audiences. With platforms like YouTube, TikTok, and Instagram leading the charge, the demand for video content continues to skyrocket. But creating an effective video marketing strategy requires more than just producing content—it demands precision, clarity, and purpose. Creating different types of videos is a powerful marketing tool that can showcase your company’s personality and enhance it's brand awareness. To achieve this, it's essential to create videos that resonate with your audience and align with your brand's goals. A well-defined video strategy is crucial for maximizing the impact of your video marketing efforts.

What makes a video marketing strategy effective?

An effective video marketing strategy starts with clear goals. Are you aiming to increase brand awareness, educate your audience, or drive conversions? Your objectives will shape every decision, from the type of videos you create to the platforms you prioritize. To enhance brand engagement, focus on creating videos that document company events, collaborate with influencers, encourage user-generated content, and leverage platform-specific best practices on platforms like Pinterest and LinkedIn. Effective video marketing efforts also involve understanding your audience and tailoring content to meet their needs.

Steps to build your video marketing strategy

1. Define Your Audience: Identify who you want to reach. What are their pain points? Where do they spend their time online?
2. Set SMART Goals: Your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.
3. Choose the Right types of Videos: Select formats that align with your goals and resonate with your audience. Consider different types of video, such as live videos, animated videos, and promotional videos, to effectively engage your target audience.
4. Plan Distribution: Decide where and how your videos will be shared. Will you focus on social media, email marketing, or your website?
5. Track Metrics: Use tools like Google Analytics, YouTube Analytics, or platform-specific insights to measure performance.

How-to videos can be particularly effective in teaching audiences about a product or service, enhancing your overall video marketing strategy.

Benefits of creating different types of videos for marketing

Video marketing offers unparalleled benefits, making it an indispensable tool for businesses of all sizes. Here’s why:

Creating a brand video serves as an emotionally impactful medium that allows companies to convey non-verbal cues effectively, enhancing consumer retention and engagement.

1. Increases brand awareness

Videos are more likely to be shared than text or images, helping your brand reach a broader audience. Promotional videos, with their engaging messages and persuasive visuals, can go viral, exponentially increasing your visibility.

2. Enhances engagement

Dynamic visuals and sound captivate viewers in ways static content cannot. Marketing videos, such as product demos, client testimonials, and educational content, encourage likes, shares, and comments, fostering a stronger connection with your audience.

Educational videos can effectively engage audiences by providing insightful information on specific topics or themes.

3. Drives conversions

According to Wyzowl’s annual video marketing report, 87% of marketers say video provides a positive ROI. Whether it’s a product demo or testimonial video, these types of videos can move prospects down the sales funnel.

A well-crafted explainer video can simplify complex concepts and engage viewers, ultimately driving interest and conversions.

4. Builds trust and credibility

By showcasing your team, processes, or satisfied customers, videos humanize your brand. This transparency builds trust and encourages loyalty.

5. Improves SEO

Search engines prioritize websites with different types of videos. Embedding videos on landing pages or blogs increases time spent on your site, which is a key ranking factor. Incorporating video footage into your content not only engages visitors but also boosts SEO by keeping users on your site longer.

Importance of video marketing

As consumers increasingly turn to an assortment of different types of videos for entertainment, education, and purchasing decisions, businesses must adapt or risk falling behind. Consider these statistics:

• By 2025, online videos are projected to make up more than 82% of all consumer internet traffic.
• Social media posts with video see 48% more views compared to those without.
• 84% of people say they’ve been convinced to purchase a product or service after watching a brand’s video.

The takeaway? Video is no longer optional—it’s essential. A well-crafted promotional video can effectively explain a business’s offerings and enhance engagement with audiences.

Types of Videos for Marketing

1. Demo videos

Purpose: Demonstrate how your product or service works.

Why It Matters: Demo videos reduce buyer hesitation by providing clear, visual proof of your offering’s value. They’re especially effective for complex or technical products.

Best Practices:

• Keep it concise: Focus on key features and benefits.
• Use real-world scenarios to show practical applications.
• Add captions to make the video accessible.

2. Brand videos

Purpose: Communicate your company’s mission, values, and story.

Why It Matters: Brand videos build emotional connections with your audience, fostering loyalty and trust.

Best Practices:

• Highlight what sets your brand apart.
• Use storytelling to evoke emotion.
• Ensure consistent branding through visuals, tone, and messaging.

3. Event videos

Purpose: Capture the excitement and energy of live events.

Why It Matters: Event videos extend the reach of your gatherings, allowing those who couldn’t attend to experience them virtually. They’re also excellent for promoting future events.

Best Practices:

• Include key moments like guest speakers or product launches.
• Use multiple angles to create a dynamic viewing experience.
• Add overlays or captions to highlight important details.

4. Expert interviews

Purpose: Feature thought leaders sharing insights on relevant topics through interview videos as a strategic tool for engaging audiences.

Why It Matters: Expert interviews position your brand as an industry authority while providing valuable content for your audience.

Best Practices:

• Choose experts whose values align with your brand.
• Prepare thoughtful questions that elicit insightful responses.
• Keep the video conversational and authentic.

5. How-to videos

Purpose: Educate your audience by providing step-by-step instructions.

Why It Matters: These videos empower viewers to solve problems, building trust and positioning your brand as a helpful resource.

Best Practices:

• Focus on one clear, actionable solution per video.
• Use visuals to complement verbal instructions.
• End with a call-to-action (CTA) encouraging viewers to explore related content.

6. Explainer videos

Purpose: Break down complex concepts into digestible visuals.

Why It Matters: Explainer videos simplify topics, making them accessible and engaging. They’re ideal for introducing new products or ideas.

Best Practices:

• Use animation or motion graphics to illustrate abstract concepts.
• Keep it under two minutes for maximum retention.
• Align the video’s tone with your audience’s preferences.

7. Animated videos

Purpose: Use animation to tell stories or explain ideas.

Why It Matters: Animation adds a creative edge, capturing attention and delivering messages in an entertaining format.

Best Practices:

• Match the animation style to your brand identity.
• Use clear visuals to avoid overwhelming the viewer.
• Include subtitles for accessibility.

8. Case study and customer testimonial videos

Purpose: Showcase real-world success stories.

Why It Matters: These types of videos build credibility by demonstrating tangible results and satisfied customers.

Best Practices:

• Focus on relatable challenges and solutions.
• Include measurable outcomes (e.g., “Increased ROI by 40%”).
• Feature diverse customer perspectives.

9. Live videos

Purpose: Stream real-time content to your audience.

Why It Matters: Live videos foster authenticity and encourage immediate interaction.

Best Practices:

• Announce your live event in advance to maximize attendance.
• Engage viewers by responding to comments in real time.
• Save and repurpose the video for future use.
• Utilize social media platforms to maximize the reach and engagement of your live videos.

10. 360° & virtual reality videos

Purpose: Create immersive, interactive experiences.

Why It Matters: These formats are highly engaging and differentiate your brand by offering a unique perspective.

Best Practices:

• Invest in high-quality equipment for seamless production.
• Use for tours, product demos, or experiential marketing.
• Optimize for mobile viewing, as many users access 360° content on their phones.
• Encourage user-generated video content to engage customers and enhance brand visibility.

11. Augmented reality (AR) videos

Purpose: Create immersive and interactive experiences by superimposing digital information onto the real world.

Why It Matters: Augmented reality (AR) are types of videos that are revolutionizing the way businesses engage with their audience. By blending the physical and digital worlds, AR videos offer a unique and captivating way to showcase products, provide training, and entertain. This type of video content is particularly effective in capturing attention and driving engagement, making it a valuable addition to any video marketing strategy.

Best Practices:

• Keep it Simple: While AR technology can be complex, the content should be straightforward and easy to understand. Focus on delivering a clear message without overwhelming the viewer.
• Use High-Quality Visuals: To create a truly immersive experience, invest in high-quality visuals. Good cameras, lighting, and detailed 3D models are essential.
• Test and Iterate: AR videos can be tricky to perfect. Regular testing and iteration are crucial to ensure the content works seamlessly and provides the intended experience.

By leveraging AR videos, businesses can create memorable and engaging experiences that stand out in a crowded digital landscape. Whether for product demonstrations, training, or entertainment, AR videos offer endless possibilities for innovative video marketing strategies.

12. Personalized messages

Purpose: Deliver tailored video content to individual recipients.

Why It Matters: Personalized videos enhance customer relationships, making recipients feel valued.

Best Practices:

• Use the recipient’s name and reference their specific needs.
• Keep it short and focused on one key message.
• End with a clear CTA.

Creating engaging video content

Scripting and storytelling

A strong script is the backbone of any successful video. Combine clear messaging with compelling storytelling to create a narrative that resonates.

Setting up your studio

Investing in quality equipment for lighting, sound, and visuals ensures your videos appear professional and polished.

Preparing your talent

Whether it’s employees or hired actors, ensure everyone on camera is comfortable and well-prepared to deliver their lines naturally.

Video production tools and software

Creating high-quality videos requires the right tools and software. Here are some popular options to help you produce professional-looking videos:

1. Video Editing Software: Tools like Adobe Premiere Pro, Final Cut Pro, and DaVinci Resolve provide powerful features for editing, color grading, and adding effects to your videos.
2. Animation Software: For animated videos, consider using tools like Adobe After Effects, Blender, or Toon Boom Harmony to create engaging visuals.
3. Screen Recording Tools: Software like Camtasia and OBS Studio allows you to record your screen, making them ideal for tutorial or explainer videos.
4. Mobile Video Apps: Apps like InShot and iMovie make it easy to edit videos on the go, perfect for social media content.
5. Audio Editing Software: Use programs like Audacity or Adobe Audition to ensure crisp, clear audio in your videos.
6. Stock Footage and Assets: Websites like Shutterstock, Pexels, and Videvo provide high-quality stock footage and templates to enhance your projects.

By leveraging these tools, you can streamline your production process and create professional videos that captivate your audience.

Distributing and measuring your video content

Video hosting platforms

Choose platforms like YouTube, Vimeo, or Vidyard based on your goals and target audience. Each offers unique tools for analytics and engagement.

Video marketing for social media

Optimize these types of videos for platforms like Instagram, Facebook, and TikTok. Tailor formats, captions, and lengths to each platform’s preferences.

Measuring video performance

Track metrics like views, engagement, and conversions. Use insights to refine your strategy and maximize ROI.

By understanding the types of videos available and how to use them effectively, you can unlock the full potential of video marketing to achieve your business goals. Start experimenting with these formats today and watch your engagement soar!

Video content optimization

Optimizing your video content ensures it reaches your target audience effectively and achieves your marketing goals. Here are some actionable tips:

1. Create Compelling Thumbnails:
   • Your video thumbnail is the first thing viewers see. Use high-quality images with readable text overlays to entice clicks.
2. Optimize Titles and Descriptions:
   • Include primary keywords naturally in the title and description. Clear and engaging language increases discoverability and click-through rates.
3. Leverage Video Tags:
   • Use relevant tags to help platforms categorize and recommend your content to the right audience.
4. Add Captions or Subtitles:
   • Subtitles make your videos accessible to a broader audience, including those who watch without sound.
5. Embed Videos on High-Traffic Pages:
   • Place videos on your website's homepage, blog posts, or product pages to maximize visibility and engagement.
6. Encourage Interactions:
   • Include CTAs in your videos asking viewers to like, comment, and share. For example, "Let us know your favourite part in the comments!"
7. Use Analytics to Refine:
   • Platforms like YouTube Analytics and Vidyard provide insights into viewer retention, drop-off points, and overall engagement. Use this data to improve future videos.

The future types of videos for marketing

Video marketing continues to evolve, driven by technological advancements and shifting consumer behaviours. Businesses that stay ahead of these trends will gain a competitive edge. Key future trends include:

1. Interactive Videos:
   • Allow viewers to make choices or engage directly with the content, creating a personalized experience.
2. Shoppable Videos:
   • Integrate clickable links directly into videos to enable seamless purchasing experiences.
3. AI-Generated Content:
   • Use AI tools to streamline video production while maintaining creativity and quality.
4. Sustainability-Focused Messaging:
   • Reflect consumer values by incorporating eco-friendly practices into your video narratives.

By embracing these strategies and tools, your business can create impactful, engaging video content that resonates with audiences and drives measurable results. Video marketing isn't just about staying relevant; it's about leading the way.