types of marketing video

5 Types of Marketing Videos Businesses Should Create to Drive Customer Engagement

Default Avatar Andre Oentoro
February 11, 2021

The internet has now become a chock-a-block place with video content. When you scroll through your Instagram, go to your Facebook newsfeed, LinkedIn news feed or read the Twitter timeline, there’s always a video.

Now that more and more internet users are attached to online videos, it should come as no surprise that video content is predicted to represent 80% of all global internet traffic in 2021.

This situation surely makes every savvy marketer adjust their overall marketing strategy and make videos a crucial part of their campaigns. Today, at least 87% of professional marketers rely on videos to attract and engage more customers.

However, with tons of video marketing types out there, choosing the one that fits your online business idea is no small feat. Therefore, in this article, we’ll break down some engaging types of marketing videos that businesses should consider to drive more customer engagement.

Let’s dive in!

Marketing Videos Businesses
(Photo by Nubelson Fernandes on Unsplash)

Video Marketing And Customer Engagement

Before we get into the nitty-gritty details, it’s crucial to understand how video marketing can help you boost customer engagement in the first place.

Well, videos are a robust medium that can deliver messages quickly and engagingly. It combines both visual and audio elements to grab customers’ attention faster and hold it. And in the digital world where customers are bombarded continuously with impersonal content, such engaging content came through the whole affair like a breath of fresh air.

Video is also an ideal medium for storytelling. It keeps customers entertained while at the same time they’re learning about your brand. What’s more, with an intriguing story, customers can also retain crucial information much better.

More than 72% of customers prefer to follow a video than to read a whole user manual for understanding how to use a product. Therefore, it’s safe to say that videos are such a powerful medium to engage customers.

5 High-Performing Type Of Videos For Customer Engagement

Not all marketing videos are created equal. Some of them are best in attracting new customers while others are doing an excellent job in explaining your product. That’s why there are a lot of different types of marketing videos out there.

To help you narrow down your choice, we’ve listed five top types of marketing videos your business should have to engage more customers:

#1. Explainer Videos

When it comes to breaking down complicated topics into smaller chunks, explainer videos are the perfect ones. This engaging type of video is well-known for its ability to explain complex ideas in a matter of minutes.

More often than not, animations are involved in making the explanation much more enjoyable and capturing scenes that real live cameras can’t afford to film. 

This is a go-to type of video for companies from several industries that have to communicate complex concepts to their target customers, such as healthcare, financial, and cloud-based computing.

Here’s an example of explainer videos from HealMate:

#2. Product Trailer Videos

One of the best ways to engage customers and make them stick around your brand is to build hype constantly. And product trailer videos can help you with that.

Product trailer videos allow you to build customers’ excitement and how you can sell products on LinkedIn, Facebook, and Instagram, by showing a sneak peek of your upcoming product releases or events. Think of it as a friendly introduction to your next product.

So, just like a movie trailer, this type of video will spark customers’ curiosity and interest in your product by not giving away too much information.

Look how Samsung nailed their product trailer video:


#3. Customer Testimonial Videos

Customer testimonial videos are one of the most common forms of social proof. You need this type of video to build customers’ trust so that you can engage them faster and move them through the sales funnel much easier. And even better, get them to sign the deal.

All you need to do is to feature your existing customers and let them tell positive experiences they have when using your product. Here, you don’t need to brag about your brand or product. Your satisfied customers do all the talking.

Since your potential customers tend to believe other people that talk about your products, giving an honest, unscripted opinion, they most likely want to try it themselves.

Below is the example of an engaging customer testimonial video from Omada Health:

#4. Product Tutorial Videos

Product tutorial videos demonstrate how your customers can use your products effectively. This type of video is an excellent choice if you want to introduce a new product or features to your customers.

It can help make your instructions or directions much more engaging and easier to understand. After all, seeing an idea in action is much more compelling than reading bulky, text-heavy paragraphs of accolades and features, isn’t it? For example, you can use product tutorial videos to promote headphones, laptops, or any device.

Using a product tutorial, customers know what to expect from your product, making it easier for you to build solid relationships with them.

Here’s an impressive product tutorial video from Headspace:

#5. Webinar Videos

Webinars have been taking center stage nowadays. So, why don’t you jump on the bandwagon and start creating webinar videos?

Hosting a webinar is a great way to cement yourself as an expert in your field. And webinar videos are a powerful medium to educate your customers without pushing them into buying something that inevitably causes resentment.

You can cut your whole recorded webinar videos into short clips. When your customers find your webinar materials valuable and informative — and somehow help them solve their problems, then you’ll have no problem driving engagement and boosting your reach.

Now, take a look at an engaging example of a short clip of a webinar video from KeyShot:

How to Choose the Right Video Type for Your Business

Before you choose a marketing video that best fits your business, you should consider at least these three factors below:

  • Goals. Make sure you define your goals before you start creating any marketing videos. This way, you know what you expect from your videos. Each marketing video has its own characteristics in helping you achieve specific goals.
  • Budgets. Always try to mind your budget. If you’re on a small business with a shoestring budget, then consider creating videos that still look engaging even with scrappy production value, such as tutorial videos and customer testimonials.
  • Preferences. Take a closer look at your business preferences. You need to choose the right marketing video that meets your preferences and needs so that you can achieve your marketing objectives much easier.

Wrapping Up

Video marketing is here to stay. Marketers that are still sitting on the sidelines are actually have been leaving money on the table. That’s being said, choosing the right type of marketing video remains a challenge for some marketers. 

With those five engaging types of videos below, now you should have no problem starting choosing the best marketing video type that best aligns with your brand values. You can also add other types as your business expands or as the situation calls for it.

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Andre Oentoro

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order)