18 types of marketing videos for every stage of the funnel
Video can help your team maximize awareness, conversion and growth, while video collaboration software can increase your speed to market.
Dec 19, 2022
Marketing teams are natural multitaskers. They may focus on building brand awareness one day and optimizing the creative workflow the next, somehow finding time in between to develop creative assets that directly bolsters sales. With projects spanning every stage of the funnel, video can help support marketing efforts no matter the product, project or goal. In fact, 92% of marketers value video as an important part of their marketing strategy.
But just as marketing itself is multifaceted, so, too, is video marketing. After all, it takes a very different kind of video to onboard new customers than it does to promote an event. Let’s take a look at some popular types of video marketing that can be used to support a wide range of efforts.
How can video marketing reach prospects and raise awareness?
You could be promoting your brand to a new audience or introducing an entirely new category. Either way, your first step is to let the world know you exist, whether online, on screen or on social media. The types of videos you produce will depend on your objectives and campaign type (product launch vs. rebranding, for example), so consider the formats that will stand out to your target audience, while also keeping an eye on video marketing trends.
Television and OTT spots — Taking it back to where it all began, TV commercials still have the power to captivate new audiences, especially when you factor in the enormous reach of streaming platforms. Leverage television and OTT to deliver content that captivates audiences who are still spending plenty of time at home — or on their mobile phones.
Online ads — Viewers are over 27 times more likely to click through online videos than standard banner ads, making this one a no-brainer. Grab their attention with dynamic video marketing across the web.
Social media ads — Similar to the success of online video ads, video posts on social media get 48% more views than standard posts. Consider the platforms where your audience spends its time (are they Gen-Z TikTokers or Gen-X Facebook users?), and create content accordingly.
Sponsored content — Native video advertising slipped seamlessly into an industry website or publication is a surefire way to reach relevant prospects. Keep your native video marketing as helpful and relevant as the content surrounding it to build trust with viewers.
Partner/brand ambassador testimonials — Influencers don’t need to have a huge following to drive awareness, just an engaged audience for your product. Seek out those with a dedicated, niche set of admirers over those with a large, passive audience.
Unboxing videos — Wildly popular on YouTube, influencers introduce users to new products by unboxing them, often as a paid partnership. They take viewers through both the awareness and discovery phase of the marketing funnel, making these videos particularly powerful.
How does video marketing foster understanding and drive conversions?
Once the masses know about you, it’s time to share the benefits of your brand or product. Videos can show would-be customers how to use your product, address commonly asked questions or share success stories to turn prospects into buyers.
Brand introductions — This sort of video gives visitors to your site a feel for your mission, vision and values. And 84% of people say a brand’s video has convinced them to make a purchase.
Product launch videos — Show off a new product with an animated video introducing it to your audience. To make the content valuable to your viewers, be sure to highlight the product’s unique benefits and the problem it solves.
Explainer videos — Explain your product features in video format to make it more engaging. Sixty-nine percent of consumers prefer to watch a short video to learn about a brand’s products or services.
Product demos — When it comes to how your product works, sometimes users just need to see for themselves. Whether it's demonstrating the utility of a kitchen product or the simplicity of a piece of software, your prospects may need to see it to believe it.
Testimonials & case studies — Video of experts, celebrities and your rockstar customers endorsing your product can go a long way, highlighting positive customer experiences and success stories. Leverage the strong customer relationships you’ve built over time to solicit winning video testimonials.
Sizzle reels — Use sizzle reels as a tool in sales pitches to create excitement or promote whatever’s coming next to keep buyers engaged. Keep it short, and be sure to choose impactful images and music to set the tone.
How can video marketing engage customers and propel growth?
As any marketer knows, making the sale is only half the battle. Video keeps customers engaged and in the know, extending customer lifetime value. And happy customers drive organic buzz and even more sales.
Customer onboarding videos — Especially important for software products, an onboarding video series for new features and product introductions overtime can get customers up to speed so they’re not just buyers but engaged users.
Tutorials and how-tos — A walk-through of your product or a how-to explaining complicated features keeps support calls to a minimum. Boost retention rates and avoid churn by showing customers how to use your product rather than telling.
Teaser videos — Use video on your website and social media accounts to generate continued buzz for new products, features and events. Hype up whatever it is you’re promoting and build suspense.
Event presentations and live streams — Share a full event, a single session, a conference or an announcement with those who can’t be there in person (which can be a lot of people these days). And don’t forget to promote your livestream in advance to capture the most viewers possible.
Video recaps — Less of a time commitment for viewers than a livestream, recaps are an interactive way to share key takeaways from important campaigns or launches. Highlight the impact of the campaign in order to build interest for the future.
Social media videos — As a marketer, you’re probably well aware of the power of TikToks and reels. A drumbeat of social media videos keep your brand top of mind and allow you to engage one-on-one. Pick your platforms based on your audience demographics and objectives to help your brand grow overtime.
Streamline video marketing with the help of video collaboration tools
As video marketing continues to gain momentum, new formats are continuing to take hold. Think of 360-degree shots ready for VR headsets and augmented reality for showing how your product works in real life. But regardless of the cutting-edge appeal, staying focused on your brand’s immediate goals will help you make the most of your team’s time and budget.
Use a creative collaboration platform to work together with sales, product and stakeholders to prioritize what’s most important. Then follow the numbers to inform your video strategy, with analytics that reveal the types of videos that your audience engages with most.
Meredith is the Founder and CEO of StreamWork, a creative workflow management platform built for teams who work on creative. Meredith has 12+ years experience working as a marketer at Apple, Google, YouTube and Warner Bros., and has worked on hundreds of creative assets with teams large and small. Her mission is to simplify the way teams work on creative.