Marketing videos are one of the must-have stars of any brand strategy. Some work best behind the scenes to explain and educate, while others thrive in the limelight to win trust or close the deal.
Here are some of the standouts:
- Explainer videos: break down big ideas clearly and simply
- Social media videos: short, engaging clips built to grab attention
- Customer reviews & testimonials: let fans tell your success story
- Educational, how-to & tutorial videos: teach and build credibility
- Product demos: showcase what you’ve got with confidence
- Event & promotional videos: capture buzz and keep momentum going
In this article, we’ll shine the spotlight on nine different types of marketing videos with real examples and practical tips to help you succeed.
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9 Essential Types of Marketing Videos (By Funnel Stage
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We’ve broken down nine essential marketing video types by funnel stage to show where each might be most useful:
A. Awareness (TOFU)
Picture these videos as the opening scene — they introduce your brand to people who don’t know you well yet:
1. Explainer Videos
An explainer video is your brand’s elevator pitch on screen — quick, clear, and persuasive. They take complex products or services and break them down into simple, engaging stories.
You’ll most often see them on SaaS landing pages, e-commerce product launches, or as onboarding tools that walk new users through features.
And they work — Forbes found that websites with video can increase time spent on page by 88%.
So, think of them as the showstopper that transforms “I don’t get it” into “okay, I’m listening…”
Example: A YouTube video where the founder of Designity breaks down what (CaaS) is and and how it works:
Why it Works:
The video simplifies a complex model into a clear, digestible format, uses a trusted voice to build credibility, and delivers value in just a few minutes — perfect for viewers seeking quick understanding.
2. Social Media Videos
Ever watched a trailer so good you couldn’t stop thinking about it?
That’s exactly how social media videos work.
Think:
- TikToks that break down industry trends
- Instagram Reels highlighting product use cases
- YouTube Shorts offering behind-the-scenes looks at company culture
- LinkedIn videos where executives share quick insights or thought leadership
These short, punchy videos reel people in within seconds, spark conversations in comment sections, and drive shares across social media platforms.
Example: An Instagram Reel featuring Designity’s founder in conversation about why the CaaS platform stands out compared to traditional marketing options:
Why it Works:
The video is designed for quick scrolling — short, visually engaging, and packed with clear benefit highlights and concise subtitles that keep viewers hooked, even on mute.
3. Thought-Leadership Videos
Thought-leadership videos are like the director’s interview — the moment when the brains behind the production step out from behind the camera to share their vision.
Instead of selling, thought-leadership videos showcase expertise, foresight, and authority, positioning your brand as the trusted voice buyers look to for guidance.
They’re especially powerful in B2B, where buyers want more than a flashy trailer — they want to know the thinking that shapes the story.
Formats vary: a roundtable debate on future trends, an executive keynote unveiling a new vision, or a webinar unpacking emerging challenges.
Example: HubSpot’s Spring Spotlight webinar featuring senior consultants:
Why it Works:
This webinar showcases a thought-leadership format where experts share product innovations and industry insights, building authority through their expertise and fostering trust through open, transparent discussion.
B. Consideration (MOFU)
This is the middle act, where prospects want to dig deeper. Videos here educate, answer questions, and build trust:
4. Educational Videos
According to research.com, 83% of people prefer video over text or audio when learning something new.
That’s why tutorials, FAQ, and how-to videos are so effective. They take audiences behind the curtain, showing exactly how a product or service works or how to solve a specific problem they have step by step.
The bonus?
These product videos help cut down support tickets by answering common questions quickly, while giving prospects the confidence to take the next step.
Example: A beginner-friendly Salesforce tutorial walking new customers through core CRM features:
Why it Works:
While this tutorial is around 40 minutes long, it gives viewers a thorough, step-by-step introduction that makes complex tools easier to grasp and boosts user confidence. For Salesforce, it helps reduce support needs and speeds up adoption, turning beginners into active users faster.
5. Live Videos
Now, let’s talk about the videos that are often unscripted with no retakes — live streams.
These real-time broadcasts let brands host product launches, run interactive Q&As, showcase behind-the-scenes moments, or even stream events to remote target audiences.
This way, your audience feels part of the moment — and it shows, with Conviva’s data revealing viewers spend up to 8x longer on live streams than on pre-recorded content, and in some cases as much as 20x longer.
Example: A live-streamed video of Designity Con 2022, the first creative conference in the Metaverse, connecting creatives worldwide in real time:
Why it Works:
This live conference in the Metaverse gave creatives a front-row seat no matter where they were, creating a sense of presence, authenticity, and community that pre-recorded content can’t replicate.
6. Case Study Videos
Every blockbuster needs a success story.
Case studies are mini-documentaries that highlight a specific business challenge a customer faced, the solution your product or service provided, and the measurable results that followed.
Think a health brand seeing impressive revenue gains from a fresh PR approach, or a SaaS company showing how a client cut onboarding time in half.
They work because they blend storytelling with proof, building trust and giving prospects the evidence they need to frame their own success.
Example: A video case study on how Joe Moruzzi grew Pleesecakes from a kitchen side hustle to a viral brand with 2M+ followers using Canva for logos, social media, and marketing:
Why it Works:
Seeing Joe on screen while hearing his story makes the video authentic and relatable. Paired with real visuals of his work, it turns Canva’s impact into a personal, credible success story that resonates more than a standard product pitch.
C. Decision (BOFU)
This is the grand finale — where the money is on social proof. These videos should leave customers thinking: “well, that’s a wrap on doubt.”
7. Product Demos
Product demos pull back the curtain to show exactly how your product works.
Instead of telling, they prove value by highlighting features in action. Use them on landing pages, in sales emails, or during webinars to answer the “how does this work?” question upfront.
Whether it’s a SaaS dashboard automating workflows or a gadget solving kitchen hassle, demos reduce doubt and help prospects picture themselves using your solution.
Example: Short product demos on Ahrefs' homepage, each walking viewers through a core feature like Site Explorer, Keywords Explorer, and Rank Tracker:
Why it Works:
This video strategy makes the platform’s value clear right away. Each demo is short and focused on a single feature, so potential customers quickly see how it works, what problems it solves, and why it’s worth using, reducing friction and building trust before signup.
8. Customer Reviews & Testimonials
“Friends, Romans, countrymen, lend me your ears!”
When happy customers take the stage, prospects listen.
Testimonials and reviews are unscripted endorsements — real people sharing their experience with your brand. You can ask happy customers to provide video reviews or testimonials to feature on your website.
These videos tell your potential customers that the critics agree that your brand is a must-see.
Example: Designity has a series of YouTube Shorts featuring customer testimonials from founders and marketing leaders, showcasing how they achieve consistency, stronger engagement, and reliable creative support. These videos are also embedded directly on the homepage:
Why it Works:
These videos put Designity’s real customers front and center, making the benefits credible and relatable. Unlike written quotes, video testimonials capture tone, personality, and authenticity to build trust and help prospects envision similar success.
9. Event & Promotional Videos
“Coming soon to a screen near you…”
Event and promotional videos are built to create anticipation and extend impact.
They usually come in the form of short teasers on platforms like Instagram, TikTok, and LinkedIn to build buzz ahead of launches, conferences, or seasonal campaigns.
After the event, brands usually share recap videos on YouTube, landing pages, or email newsletters to highlight key moments and extend visibility.
Example: Designity’s LinkedIn promotion video for its first VR masterclass, created to drive event awareness and registrations:
Why it Works:
Event promo videos grab attention quickly and create urgency. By highlighting the “first-ever” angle and featuring recognizable speakers, this video builds excitement, positions the event as innovative, and encourages viewers to sign up before they miss out.
6 Major Benefits of Adding Video to Your Marketing Strategy
Here are six key benefits that show why video marketing deserves a starring role in your marketing strategy:
- Better Message Retention: According to Wazemedia, viewers remember 95% of what they see in a video compared to just 10% from text.
- Deeper Customer Connection: Videos like behind-the-scenes clips, customer stories, or brand culture pieces tap into emotion, making your brand feel more human and easier to trust.
- Higher Sales Conversions: Educational videos show how a product solves real problems, making it easier for buyers to commit. In fact, Wyzowl’s 2025 report shows that 84% of video marketers saw video directly drive sales.
- Improved Online Visibility: Videos like explainer and testimonial videos boost SEO rankings and keep people on your site longer, sending all the right signals to Google.
- Faster Market Impact: Launch videos and promos create instant buzz, sparking excitement that speeds up engagement and reach
- Reduced Customer Support Load: The same Wyzowl report discovered that 62% of video marketers saw fewer support queries thanks to tutorials and FAQ videos that resolved common questions before customers even had to ask.
10 Actionable Tips to Get the Most Out of Your Video Marketing Strategy
And now, without further ado, lets look at 10 tips that’ll will help you own the video marketing stage:
- Hook viewers within 3–5 seconds with a bold question, stat, or striking visual.
- Use movement, color contrast, and clean design to keep eyes on the screen.
- Build a clear narrative that solves a problem or shows transformation.
- End with one action, click, sign up, share, or buy, never more than one.
- Apply brand colors consistently in text, graphics, and backgrounds.
- Place your logo in intros, outros, or as a subtle corner watermark.
- Keep promos under 2 minutes and short-form clips under 30 seconds.
- Add captions and on-screen text for silent autoplay and accessibility.
- Compress landing page videos with H.265/VP9 so they load instantly on any device.
- Write keyword-rich titles, add descriptions, and upload transcripts for YouTube videos.
As you can see, the right video at the right stage can completely change how customers see your brand.
The catch?
Creating effective videos consistently takes planning, creativity, and a lot of behind-the-scenes work. And while those tips we shared are powerful, pulling them off takes serious time and energy — and that’s where Designity comes in.
Let Designity Bring Your Brand’s Story to Life
Designity is a Creative-as-a-Service (CaaS) platform that connects businesses with the top 3% of US-based creatives, all guided by experienced Creative Directors.
We specialize in motion graphics and video production, alongside other creative services like branding, digital ads, SEO, web design, presentations, and more.
Whether you’re in retail, healthcare, legal, automotive, or hospitality, Designity has the on-demand creative support you need to create the right types of marketing videos.
Why us?
- A flexible subscription model that’s up to 70% more cost-effective than agencies
- 3x more efficient compared to freelancers
- Proven results, including a 65% boost in web traffic and downloads
- Oversight from Creative Directors with 10+ years of experience
- AI-enabled workflows to help scale creative projects without losing quality
- A two-week free trial so you can test Designity’s motion graphics and video marketing services risk-free
Sounds good?
Book a demo call today.
