Video of any type isn’t really optional anymore. It’s where your customers are spending their time, whether it’s scrolling on TikTok, watching YouTube reviews, or sitting through LinkedIn webinars. Businesses, small or big, are figuring out that video does what text alone can’t. It explains faster, shows instead of tells, and, honestly, people just remember it more.

But not all videos serve the same purpose. Some are made to explain. Some to entertain. Others need to convince someone who’s on the edge of buying. If you’re only making one type of video and calling it a “video marketing strategy,” you’re leaving a lot on the table.

Here are 18 types of marketing videos you can try. Not all will make sense for your business right away, but knowing what’s possible helps you pick the ones that move the needle.

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Best Types of Marketing Videos to Promote Your Business

1. Explainer Videos

An explainer video is like your brand’s quick elevator pitch in motion. Instead of forcing people to scroll through endless text, you walk them through your product, service, or even a concept in a way that feels clear and approachable. They’re usually short, anywhere between 60–90 seconds, and often animated or visually simplified to keep things digestible.

Why they work is pretty simple: people learn faster by watching than by reading. An explainer answers the “What do you do?” question better than any paragraph on a homepage ever could. They also stick in people’s memories. Viewers are much more likely to recall a short animated video than a block of copy they skimmed half-heartedly.

When to use it:

• Launching a product that people might not immediately “get.”
• On your homepage, to make that first impression click.
• As part of an investor pitch where clarity matters more than jargon.
• In industries where things are naturally complex, think SaaS, biotech, or financial services.

Example use case:

Imagine a SaaS startup with software that automates supply chain planning. If you explain it in words, you’ll lose most people. But a simple animated explainer video can show a stressed supply chain manager juggling spreadsheets, then demonstrate how the software takes over in a clean, visual way. In less than two minutes, the pain point and solution are clear. That’s the beauty of an explainer: it brings complicated things down to earth.

2. Product Demos

While explainers focus on the “why,” product demo videos tackle the “how.” These are practical walk-throughs of a product in action. They show real functionality, real features, and, ideally, real outcomes. Unlike slick brand storytelling, demos are less about emotion and more about utility.

Why they work: buyers want proof. Before committing money, they need to see your product in action. A demo video bridges the gap between curiosity and purchase by letting people preview exactly what they’ll get. It reassures them that the product isn’t just hype, it’s functional and useful.

When to use it:

• During sales conversations where prospects are asking, “How does it work?”
• On product pages to reduce uncertainty and boost conversions.
• For physical products (like kitchen appliances or fitness gear), where showing use is easier than describing.
• For SaaS tools, screen recordings can highlight key workflows.

Example use case:

A project management software company can upload a demo video showing how easy it is to assign tasks, set deadlines, and collaborate on files. Instead of reading feature lists, prospects see the interface, navigation, and workflow. For someone shopping between three tools, the one with the clearest demo often wins because people can picture themselves using it.

3. Testimonials and Case Studies

People believe people. That’s why testimonial and case study videos are so powerful. Instead of you talking about how great your product is, customers do it for you. Testimonials are short, just a happy customer on camera explaining why they like your product. Case studies go deeper, walking through the problem, solution, and outcome in a story format.

They work because trust is hard to manufacture. A real customer’s words carry far more credibility than your own marketing claims. And when someone sees a peer in their industry solve a similar problem using your product, the connection feels personal.

When to use it:

• In the consideration stage, when prospects need reassurance.
• On pricing or checkout pages, where doubts creep in.
• In B2B sales pitches, the goal is to show proof of ROI.
• On social media, to show quick snippets of real customer praise.

Example use case:

A BrandShield, a B2B cybersecurity firm, might create a case study video featuring a mid-sized company that reduced security breaches by 70% after adopting their solution. The video could include interviews with the IT director, before-and-after metrics, and even footage of the team using the system. For prospects worried about risk, this type of proof video builds massive confidence.

4. How-To and Tutorial Videos

If explainer videos are about what you do, tutorials are about helping customers actually do something. They’re step-by-step instructional videos, often screen recordings for software or hands-on demonstrations for physical products.

They work because they provide value even before a purchase is made. Tutorials position your brand as an expert and reduce the intimidation factor that often comes with learning something new. And here’s the kicker: people actively search for tutorials on YouTube and Google, so these videos can pull in organic traffic for years.

When to use it:

• To support existing customers, reducing support tickets.
• To attract new customers searching for solutions.
• As onboarding material to ease adoption.
• In industries where complexity scares people away (e.g., finance, health tech, enterprise software).

Example use case:

A fitness equipment company can create a tutorial video showing three effective workouts using their resistance bands. Even if viewers don’t own the product yet, they see its versatility. For current customers, the tutorial ensures they get value right away. For prospects, it demonstrates use cases they might not have considered.

5. Behind-the-Scenes Videos

Behind-the-scenes videos pull back the curtain on your company. They show the human side of your team, your workspace, your culture, even the small quirks of how things get done. These aren’t polished, high-production ads. They’re rawer, more authentic, and that’s exactly what makes them work.

Why they resonate is simple: people connect with people, not faceless brands. A behind-the-scenes clip can make your business feel approachable, even likable. Instead of talking about company culture, you show it. Instead of saying “we care about quality,” you let people watch how you actually achieve it.

When to use it:

• To humanize your brand, especially in industries that feel distant (finance, tech, law).
• On social media, where authenticity often beats polish.
• During recruitment, to attract talent who care about workplace culture.
• In pre-launch campaigns, building excitement by showing the process.

Example use case:

A small craft of Balzac’s coffee brand can record a behind-the-scenes video of how beans are roasted, bagged, and shipped by hand. Customers who see the detail and passion put into the process feel a stronger emotional bond with the brand. The video isn’t just marketing, it’s proof that real people are behind every cup.

6. Brand Storytelling Videos

Every company has a “why.” Storytelling videos capture that. Instead of focusing on features, they focus on mission, values, and the journey that led to the brand’s creation. These are emotional pieces meant to build connection rather than explain functionality.

They work because people buy into stories before they buy into products. A brand story video is about resonance; it makes your audience feel like your video content’s purpose aligns with theirs. When done well, it shifts you from being “just another company” to being a brand people actually care about.

When to use it:

• On your “About Us” page, where people want to know who you really are.
• During fundraising or investor outreach, to inspire confidence.
• For awareness campaigns, to differentiate you from competitors.
• In industries where values matter (sustainability, health, education).

Example use case:

A sustainable fashion startup could tell the story of how its founder saw the waste of fast fashion and decided to build a better alternative. The video might include personal anecdotes, footage of ethical factories, and customer reactions. The message? Buying here isn’t just shopping, it’s supporting a cause.

7. Webinars and Live Streaming

Webinars and live streams bring immediacy to your marketing. They’re less scripted, more interactive, and give your audience the chance to connect with you in real time. A webinar is often structured educational content with slides, followed by Q&A. Live streams, on the other hand, can be casual updates, product launches, or thought-leadership conversations.

They work because of two things: trust and interaction. Watching someone live feels raw and unscripted viewers know it’s not edited to perfection. They can ask questions, get responses on the spot, and feel part of a community instead of just an audience.

When to use it:

• To launch a new product and answer questions live.
• For educational purposes, like training sessions or industry insights.
• To build authority in your field with expert discussions.
• As ongoing customer engagement (weekly Q&A or behind-the-scenes chats).

Example use case:

A software company releasing a new feature could host a live webinar walking through the update. Attendees ask real-time questions about implementation. Instead of waiting days for support responses, they get answers instantly. It’s not just a demo, it’s an event that builds trust and loyalty.

8. Vlogs (Video Blogs)

Think of vlogs as your brand’s ongoing conversation with its audience. They’re informal, often unscripted, and cover topics ranging from industry trends to personal reflections. Unlike commercials, vlogs aren’t meant to sell directly; they’re meant to share and engage consistently.

They work because consistency builds familiarity. A brand that shows up regularly with insights, updates, or even light-hearted commentary feels present and reliable. Over time, vlogs create a loyal following, much like your favorite YouTube creator you tune into weekly.

When to use it:

• To share regular updates about your company or industry.
• To position your team (or founders) as thought leaders.
• On platforms like YouTube or LinkedIn, where audiences expect conversational content.
• To connect with customers in a more personal, less formal way.

Example use case:

A digital marketing agency could produce a weekly vlog where the founder shares lessons from recent campaigns, thoughts on new tools, or quick tips for small business owners. Over time, viewers begin to see the agency as not just a service provider but a trusted voice in the industry. That credibility pays off when prospects need help.

9. Animated Videos

Animated videos let you bend reality. You can simplify complex concepts, show abstract ideas, or even build entire worlds that wouldn’t be possible to film in real life. They’re versatile, playful, and engaging in a way that feels fresh compared to standard talking-head content.

Why they work: animation makes things easier to digest. If you’re trying to explain cloud computing, supply chain logistics, or biotech processes, live video can feel stiff or confusing. Animation strips away the noise and makes the message clear. Plus, it appeals to multiple age groups, it feels approachable without dumbing things down.

When to use it:

• To explain complex or abstract concepts that don’t translate well on camera.
• For product launches where you want something more creative than a demo.
• As social media content where attention spans are short, and visuals need to grab.
• For brands that want a distinctive style or need multilingual adaptability (animation is easier to localize).

Example use case:

A fintech startup could use an animated video to show how small recurring investments grow over time. Instead of charts, the video might show coins piling up into a house or a tree growing taller with each contribution. The imagery makes the idea simple enough for anyone to understand, even if they know nothing about finance.

10. Social Media Videos

Social media videos are all about stopping the scroll. They’re usually short, 15 to 60 seconds, and tailored for platforms like Instagram, TikTok, LinkedIn, or YouTube Shorts. Unlike long explainers or webinars, these videos need to hook viewers in the first few seconds.

They work because social platforms are noisy. A well-crafted clip that entertains, educates, or surprises will get shared and engaged with, while static posts often get ignored. Social media videos also humanize brands by showing them where people already spend their time.

When to use it:

• To boost brand awareness and reach new audiences quickly.
• During campaigns, where you want to promote offers or events in bite-sized form.
• For seasonal content, holiday messages, trends, or viral challenges.
• When testing messaging, since short-form content gives quick feedback.

Example use case:

A home décor brand could create 30-second Instagram Reels showing “3 ways to style a small living room.” Each clip demonstrates a quick before-and-after transformation. The video is short, engaging, and saves viewers time, perfect for a social feed. Even better, it positions the brand as practical and inspiring without feeling sales-heavy.

11. Customer Onboarding Videos

First impressions matter, especially after someone has just signed up or made a purchase. Onboarding videos walk new customers through the setup, first steps, and best practices for using your product. They’re a way of saying, “We’ve got you covered. Here’s how to get started without stress.”

They work because they reduce churn. A confused customer often turns into a lost customer. Onboarding videos cut through that frustration by showing exactly how to use the product. They also create early wins, helping customers see value fast, which makes them more likely to stick around.

When to use it:

• After someone buys or signs up, to ensure smooth adoption.
• In SaaS, where new users can feel overwhelmed by features.
• For physical products that require setup or assembly.
• As part of a customer success strategy to improve retention.

Example use case:

A subscription box company could send a welcome email with a short onboarding video. It explains what’s inside the first box, how to use the products, and what to expect in future shipments. This sets expectations and turns excitement into long-term loyalty.

12. Event and Conference Highlights

Events take time and money, and once they’re over, they shouldn’t just fade away. Highlight videos capture the best parts keynote speeches, networking, fun moments and repackage them into shareable content. They’re like a recap reel that keeps the event alive long after the doors close.

Why they work: they extend the lifespan of an event. Not everyone can attend in person, and even those who do will want to relive the highlights. These videos also act as powerful marketing assets for the next event, showing people what they missed and why they should come next time.

When to use it:

• To recap major conferences, trade shows, or brand-hosted events.
• For internal use, sharing company milestones with employees.
• To build hype for next year’s edition of the event.
• As evergreen social proof that your brand is active in the industry.

Example use case:

A tech company exhibiting at CES could produce a 2-minute highlight video showcasing booth interactions, product demos, and snippets of keynote presentations. Even those who didn’t attend get a sense of the energy and innovation, while partners and investors see the brand’s industry presence.

13. FAQ Videos

FAQ videos are basically your customer support, but in a format that feels faster and friendlier than text. Instead of scrolling through a knowledge base, customers can watch a quick clip that directly answers their question. These can be standalone clips or bundled into a series covering the most common pain points.

They work because people prefer watching over reading when they’re stuck. Seeing the process step-by-step reduces frustration and helps customers find solutions without contacting support. Plus, FAQ videos can live in multiple places on your website, YouTube channel, social media, or even embedded inside your product.

When to use it:

• To reduce repetitive support tickets on common issues.
• For complex products where visual instructions are clearer than text.
• As part of a self-service library to empower customers.
• To improve SEO, FAQ videos often show up in search results.

Example use case:

An e-commerce brand selling electronics could create FAQ videos on topics like “How to connect your smart speaker to Wi-Fi” or “How to reset your device.” Instead of customers getting frustrated and returning products, they watch a 90-second video and solve it themselves. This reduces returns and builds trust.

14. Interactive Videos

Interactive videos let viewers control the story. Think of them as a “choose-your-own-adventure” for marketing. Instead of passively watching, users click, answer questions, or pick paths that shape the content they see.

They work because they increase engagement and give viewers ownership of the experience. When someone interacts with content, they retain more information and are more likely to take action. Interactive videos also double as data-gathering tools since you learn what your audience clicks, chooses, or skips.

When to use it:

• For training and e-learning, where participation boosts understanding.
• In product demos, letting customers explore features most relevant to them.
• For personalized sales funnels, guiding viewers down different buying paths.
• In recruitment, showing company culture while letting applicants choose what to explore.

Example use case:

A skincare brand could create an interactive video quiz: “What’s the best routine for your skin type?” Viewers answer questions inside the video, and by the end, they’re shown a tailored product recommendation. It feels fun, personal, and sales-driven without being pushy.

15. Commercial Videos

Commercials are the classic form of video marketing, the polished, story-driven pieces you see on TV, YouTube, or during streaming ads. They’re short, usually 30–90 seconds, and designed to make a strong emotional impression.

They work because they combine storytelling, visuals, and sound to build brand awareness quickly. A good commercial doesn’t just show a product; it makes you feel something, whether it’s excitement, nostalgia, or urgency. Commercials are also flexible: the same spot can air on TV, social, and digital platforms with slight adjustments.

When to use it:

• For big brand campaigns if knowing how to set video marketing goals for mass reach.
• During product launches where you need maximum buzz.
• On platforms like YouTube pre-rolls, where attention-grabbing is key.
• For seasonal pushes, Black Friday, holidays, or back-to-school.

Example use case:

A fitness app could release a 60-second commercial showing real people achieving small daily wins, taking the stairs, finishing a run, and hitting their step count. The ad closes with a motivational call-to-action, “Your best self starts here.” It’s short, inspiring, and designed to drive installs.

16. Customer Journey Videos

Customer journey videos follow the full lifecycle from awareness to purchase to advocacy. They’re not just about showing the product but about capturing the entire relationship. This could mean testimonial videos, onboarding clips, upsell explainers, and loyalty campaign content, all strung together strategically.

They work because they keep customers engaged at every stage. Instead of treating marketing as a one-time push, these videos nurture people over time. Someone might first see a product ad, then an explainer, then a success story, and finally a thank-you message, all delivered through video.

When to use it:

• For long sales cycles, where trust needs to be built gradually.
• In SaaS or B2B, where customers evaluate multiple touchpoints before buying.
• For subscription services, to keep retention high with ongoing engagement.
• To turn customers into advocates with referral and testimonial campaigns.

Example use case:

A project management software company could map out videos for each stage: a top-of-funnel “why teams struggle without the right tools,” a mid-funnel product walkthrough, a bottom-funnel case study with a real client, and a post-purchase onboarding series. Together, they form a seamless journey that guides prospects to loyal customers.

17. Comparison Videos

Comparison videos help customers decide between two (or more) options. They can be between your product and a competitor, or between different models of your own offering. These videos are all about clarity and transparency, helping people feel confident in their choice.

They work because buying decisions often come down to side-by-side evaluation. By addressing questions directly, you take control of the narrative instead of leaving people to rely on third-party reviews. Done well, comparison videos don’t bash competitors, they highlight your strengths.

When to use it:

• For products with multiple versions, pricing tiers, or specs.
• In industries where customers research heavily before buying (tech, SaaS, electronics).
• To address common competitor comparisons head-on.
• During sales campaigns where customers want clear reasons to upgrade.

Example use case:

A smartphone brand could produce a video comparing their latest model to last year’s version. They highlight performance improvements, camera upgrades, and battery life. Customers who are on the fence about upgrading now see the benefits clearly and are nudged to make the switch.

18. Live Videos

Live videos are real-time broadcasts on platforms like Instagram, YouTube, LinkedIn, or TikTok. Unlike pre-recorded videos, they’re raw, unscripted, and interactive; viewers can ask questions and get immediate responses.

They work because they create urgency (“watch it now or miss it”) and foster direct engagement. Live sessions feel more authentic, and the ability to interact with the host makes viewers feel like participants rather than passive watchers. Live content also gets boosted by algorithms, giving you more reach.

When to use it:

• For product launches, announcements, or big company news.
• To host Q&A sessions, webinars, or workshops.
• During events or trade shows, bringing your audience behind the scenes.
• For community-building, where regular live check-ins create loyalty.

Example use case:

A fashion retailer could host a live stream of a new collection drop. Viewers get to see the outfits in real-time, ask styling questions, and even shop directly through links dropped in the chat. It blends entertainment with sales in a seamless way.

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Wrapping It Up

Here’s the truth: not every business needs all 18 marketing video types. But knowing the options helps you choose wisely. Video isn’t about making as many clips as possible; it’s about matching the right style with the right audience at the right time.

One more thing: execution matters. A poorly produced video can do more harm than good. If you can, get help from experienced video marketers who know how to script, produce, and distribute content that actually drives results. Sometimes, paying for expertise up front saves you from bigger losses later.

Video isn’t going anywhere. If you start testing these formats now, you’ll be ahead of the businesses still waiting around for the right time.