6 Marketing Video Types and When to Use Them
By 9,6hz Agency
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Marketing videos serve different tasks: introduce a brand, explain a product, share a customer experience or train a team.
Choose a Video Type by Its Purpose
Marketing videos serve different tasks: introduce a brand, explain a product, share a customer experience or train a team. Use the goal to choose the format.
1. Brand Storytelling Video
Brand storytelling videos focus on your company's story, values, and mission rather than directly selling a product. They build emotional connections with your audience.
Consider when:
- Building long-term brand identity and recognition
- Differentiating from competitors in a crowded market
- Increasing customer loyalty and emotional connection
- Launching a new brand or rebrand initiative
Typical length: 2-5 minutes
Possible channels: Website homepage, YouTube, LinkedIn, presentations
Example: A 3-minute documentary-style video showing how your company was founded, the problems you solve, and the impact you create for customers.
2. Product Demo and Explainer Video
Product videos show your product or service in action, demonstrating features, benefits, and use cases. They are the closest thing to putting the product in the customer's hands.
- Launching a new product or feature
- Reducing customer support inquiries
- Converting website visitors into buyers
- Supporting sales team presentations
Key statistics:
3. Customer Testimonial Video
They let viewers hear a customer’s account. Keep the experience specific and obtain permission to publish it.
- Building trust with skeptical prospects
- Providing social proof for high-consideration purchases
- Supporting case studies and proposals
4. Social Media and Short-Form Video
Short-form video (15-60 seconds) is designed for maximum engagement in the social feed. It captures attention instantly, communicates a single message, and drives immediate action.
Key formats:
- TikTok / Reels / Shorts — Entertainment-first, trend-driven
- Stories — Behind-the-scenes, daily updates, polls
- Social ads — Hook in first 3 seconds, clear CTA
5. Corporate and Internal Communication Video
Training videos can record procedures and demonstrations for staff to revisit when needed.
Internal videos serve your organization — not the public — but they are equally valuable:
- CEO messages — Humanize leadership communication
- Company culture videos — Aid recruitment and employer branding
- Process documentation — Visual SOPs reduce errors
6. Event and Behind-the-Scenes Video
Event coverage and BTS content provides authentic, engaging material that humanizes your brand and creates FOMO (fear of missing out):
- Conference and trade show highlights
- Product launch events
- Behind-the-scenes of your production process
- Team culture and company milestones
Choosing the Right Video Type for Your Goals
Your Goal Best Video Type Build brand awarenessBrand storytelling + social short-form Generate leadsProduct demo + testimonial Close salesTestimonial + product demo Recruit talentCulture video + BTS Train employeesCorporate/internal video
Share your goal, schedule and required deliverables to discuss a production plan. Contact 9,6Hz Agency