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Different Types of Video Marketing Strategies

April 27, 2021

Different Types of Video Marketing Strategies

Apr 27, 2021
Devyani Paliwal
Devyani is an ACJ graduate with a bachelors in English Literature. A voracious reader since her school days, cinema aficionado and music enthusiast, she has been doing content writing for some time now.

Answer this - would you prefer to watch a 5-minute video about how to assemble some piece of furniture or read about it? The answer is pretty obvious. This is because visual representation is mostly preferred by people since it makes content easier to understand and saves time as well. 

Therefore, if you haven’t started incorporating video marketing in your online marketing strategy, this article should be your sign to start right away. 

What is Video Marketing?

Video marketing refers to the use of videos by businesses, companies, or individuals to market their products and/or services, expand their audience and increase sales. It comes under digital marketing and is a pretty integral channel that overlaps with content marketing. 

Videos are among the most consumed formats of content by audiences globally and thus, video marketing must be in the repertoire of every marketer out there. Do you know it has been observed that out of every ten people, six would rather watch videos online instead of watching TV?

How to Build A Video Marketing Strategy?

The various steps involved in creating a video marketing strategy have been given below, in brief: 

  • Get to know your target audience as well as you can.

  • Set your goals depending on what you wish to achieve through videos (increase sales, brand awareness, etc.)

  • Come up with a message that your videos will reflect to effectively reel in your audience

  • Establish a sensible video budget and don't go overboard. Plan everything thoroughly.

  • Optimize the content on your videos to ensure that it reaches the target audience across the various channels. Keep in mind that different platforms require different approaches.

  • Test your campaigns and figure what changes can be made to make sure that the content you're putting out there is optimized to effectively reach the audience.

  • Remember Connected TV (CTV) ads. This refers to TVs that are connected to the internet (or smart TVs). You can use CTV ads to ensure that your content reaches those TVs as well.

Types of Videos in Video Marketing Strategies

The different types of videos that are used in video marketing strategies have been given below: 

Explainer Videos

As the name suggests, explainers are a great way to make it easier for the audience to understand concepts that are new to them. For instance, if you're marketing a product or service that is new and isn't exactly something the people will be able to pick up immediately, you can always use these types of videos.

Including explainers on your home page or landing pages can do the trick. Such videos mostly have animated visuals with a narrator in the background explaining the product in question, or anything else a business might want to be explained. 

Spot Videos

Ranging from 15-30 seconds, these commercials are called spots and are the most basic videos that one can produce. the content that is displayed through these videos is not fixed and can be pretty varied. 

The main objective behind the production of such videos is that they can easily be distributed everywhere. Be it commercial breaks, in between or before YouTube videos, or before the trailers are shown at the movies, anywhere. 

The key to making good spot videos is making them as engaging and brief as possible. Further, these videos can also be easily shared on Facebook, Instagram, etc. owing to their brevity.

Demonstrative Product Videos

The title explains the purpose of such videos pretty well. A demonstration of any product helps in not just marketing it effectively, but also ensuring that your audience understands its functioning, features as well as benefits. 

These videos typically include a lively host who walks the audience through the different aspects of the product in question. Even animated videos are used for this purpose. 

However, don't stop yourself from coming up with some quirky ideas when it comes to product demonstrations. The goal is to educate the audience about the product, and this can be done in numerous different ways, as long as it's effective. 

Brand Story Videos

Videos that talk about the story of the brand not just make the brand seem more genuine and credible, but also help in marketing the brand as a whole. Instead of marketing just particular products or services, you're marketing a brand in its entirety. 

These are also referred to as culture videos and even help you in getting across to the right talent. Culture videos work wonders in attracting passionate people who could potentially work for you.

BTS Videos

BTS or behind-the-scenes videos give the audience a peek into what goes behind the development of the products they enjoy. Not just development, but distribution and everything else that happens from ideation to the creation of the products. 

It helps brands to ‘flex’ or showcase their craftsmanship skills and build trust in the customers. This is because the more the audience feels like they are also a part of the process, the more invested they’ll be in the products.

Employee Journey Videos

Instead of just showing your brand’s top brass in their sleek offices and other places, make sure that you create videos that show the story of your employees at the lower levels of the organization as well.

Develop short portraits that will not just engage your audience but also encourage and motivate your employees since they’ll know their company values them. Making everyone feel included boosts the overall performance of any company. 

Testimonials of Customers

This is a surefire way to get new customers since people usually believe what they see. And if what they see is an enthusiastic existing customer talking good things about your product(s), they’ll most probably buy it, or even if they just consider it, it’s a win-win situation either way.

Hearing a customer rave about the importance of your brand’s product will elevate its significance in the eye of the audience and thus, lead to more sales. And this is what is shown in testimonials which makes them so effective in video marketing. 


The list given above includes some of the most common as well as effective types of videos that are used in video marketing strategies. Make sure that you incorporate them in your strategies and even research for more types to best suit the message you want to be relayed to your audience.

For more such content, don’t forget to check out Digital Ready’s Blog section. Further, go over the various digital marketing courses that we offer and take your first step towards becoming a digital marketer.

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