Exploring different types of marketing videos can be a game-changer in digital marketing. However, many businesses limit their video content to one specific type, usually targeting just one stage of the customer journey.
Diversifying your video strategy not only enhances customer engagement but also boosts conversion rates at all stages of the funnel.
In this article, I’ll introduce you to 7 types of videos that can transform your company’s marketing and help you grow in the digital market.
Why Diversifying Your Video Production is Important
Creating videos for social media, like Instagram Reels, is great for brand awareness. However, it's critical to diversify the types of videos your company creates to address various stages of the customer journey.
Make no mistake: creating content for Instagram is important for brand awareness, but it only addresses the discovery stage of the purchasing journey.
A study conducted by DataReportal listed the main reasons people use social media. “Finding products to buy” was the answer for 22.7% of respondents. However, this reason ranked behind six others:
- Staying in touch with family and friends (49.5%)
- Passing the time (38.5%)
- Reading news (34.2%)
- Finding content (30.2%)
- Keeping up with trending topics (28.7%)
- Finding inspiration (26.7%)
By understanding that people aren’t on social media primarily to shop, diversifying the types of videos your company produces will help you reach people at all stages of the funnel.
Also read: Video Marketing: The Strategy Every Business Needs
7 Types of Videos to Transform Your Marketing Strategy
1. Tutorials
Tutorials are instructional videos that teach your audience how to use your product or service effectively.
- Example: A CRM software company can create tutorials showing how to set up their platform and manage leads.
- Benefit: Helps customers get the most out of your product, increasing satisfaction and reducing churn.
2. Online Courses
Online courses are a powerful tool for inbound marketing. These are more comprehensive than tutorials and can directly showcase your expertise.
- Example: A marketing automation platform could offer a free course on "How to Build a Customer Journey" to nurture leads.
- Benefit: Builds trust and establishes your brand as an authority while capturing valuable lead data.
3. Webinars
Webinars are long-form video content that allows you to engage with your audience in real time. They’re an excellent tool for educating and capturing leads simultaneously.
Webinars typically last between 25 minutes and 2 hours. According to an NP Digital study shared by Rafael Kiso, webinars are expected to grow by 11% by 2025.
This growth is likely due to the popularization of sales funnels as taught by entrepreneur Russell Brunson in his book Expert Secrets. Brunson demonstrates how to use a webinar funnel to attract potential clients with a pressing problem and then sell them your solution.
Businesses can create a single webinar, integrate it into an automated funnel, and consistently generate leads and sales with minimal ongoing effort.
- Example: A project management software company could host a webinar on “How to Streamline Your Projects Using [Their Software]”.
- Benefit: Offers high engagement and the ability to convert viewers into leads and customers via a clear call to action.
4. VSL
A Video Sales Letter (VSL) is a type of video designed to persuade viewers to take action, often featured on sales pages.
Usually lasting between 5 and 20 minutes, VSLs combine an emotional narrative with compelling information about the benefits of your offering.
- Example: A digital product creator could design a VSL to guide visitors who arrive at their landing page via an ad, watch the video, and be motivated to take advantage of a special offer.
- Benefit: VSLs are perfect for converting cold leads into qualified prospects or even customers.
Also read: How to Improve VSL Video Results on Panda Video
5. Testimonial Videos
Testimonials are real accounts from customers who have had their lives or work transformed by your product or service.
This type of video boosts the credibility of your offer, as people tend to trust personal stories more than brand promises.
- Example: A training company could film testimonials from students who completed their course and achieved career promotions or specific results.
- Benefit: Testimonials humanize your brand, enhance product credibility, and inspire potential customers to trust your solution.
6. Corporate Videos
Corporate videos are an excellent format for showcasing your business.
They are not directly focused on sales but on strengthening your brand and building an emotional connection with your audience.
Typically, corporate videos highlight a company’s mission, vision, and values, showcasing its essence and market impact.
These videos can be used in advertising campaigns or placed on your website’s homepage to share your story.
- Example: A social impact startup might create a corporate video to tell its story and emphasize how its projects benefit underserved communities.
- Benefit: Enhances brand recognition, conveys professionalism, and helps build a strong and positive market reputation.
7. Product/Service Demonstration Videos
Demonstration videos are ideal for showing, step by step, how your product or service works.
They are especially helpful for SaaS companies, tech products, or solutions with more technical or specific features that require clearer explanations.
These videos enable your audience to understand the value of your product before purchasing, accelerating the buying decision and resolving common doubts.
- Example: Panda Video features a product demo on its homepage to highlight all the functionalities of its video hosting service for businesses and digital creators.
- Benefit: Demonstrates your product's unique features, addresses objections, and builds customer confidence, making it easier for them to commit to a purchase.
Ready to Expand Your Video Strategy?
Now that you know the different types of videos that can transform your marketing strategy, it’s time to take the next step and start creating content that truly engages, educates, and converts your audience.
We understand that producing and managing high-quality videos can be challenging—and that’s where Panda Video hosting comes in to help.
Our platform offers complete solutions for hosting, customizing, and protecting your videos, ensuring they reach the right audience at the right time.
Panda Video provides features designed to enhance video retention and integrates with Google and Facebook Pixels, allowing you to track audience behavior and create more targeted, effective paid traffic campaigns.
Try Panda Video now and explore all our features.
