What Are The Types Of Video Marketing?

People are watching more video content in 2021 than ever before. Marketers and business owners have taken notice, and now videos have forever changed the content marketing landscape. In this era of mobile marketing, smartphone users are spending more time watching and engaging with video content.

In fact, 85 percent of internet users in the US watch video content. The average person spends 100 minutes every day watching videos online.

Business owners who have embraced the concept of video marketing are seeing a difference. 93 percent of entrepreneurs agree that video content helps them get new customers on social media. 63 percent of them say that it gives them the best return on investment (ROI) when it comes to social media.

It’s safe to say that if you’re still not incorporating video marketing into your own business strategy, then you’re getting left behind by the competition. At the very least, you are missing out on a fantastic source of leads.

Videos can offer a ton of benefits. They can potentially help you generate a stream of new customers and clients. They can also help you connect with your target audience and develop solid relationships.

The best part is that video marketing is likely to stick around as the number one marketing tactic for businesses for the foreseeable future. Video content isn’t going anywhere. If anything, videos are only becoming even more popular.

If you want to start mastering this excellent marketing strategy, you need to learn the different types of video marketing. There are many different approaches you can take. It’s good to use the appropriate video format based on what you’re trying to achieve. Your business goals will ultimately dictate what kind of videos you should post and where.

Different videos can accomplish different things. So let’s take a closer look at the different types of video marketing. Whether you want to build brand awareness, attract more customers, earn their trust, or increase your conversion rate, there’s a specific strategy for that. The good news is that you don’t need to be an expert video creator to take advantage of video marketing. Let’s have a closer look.


Vlogging is only one example of video marketing, but it’s so popular right now that it might as well be its own subcategory. You probably know a lot of famous YouTubers who became successful because of their vlogs.

A vlog or a video blog is a good example of why video content is more appealing than text-based content, especially in this age of smartphones. Even though they have the same content and information, videos are more visually appealing and entertaining.

They also let you express things that cannot easily be conveyed through text. When watching a video, you can see the person’s reactions and facial expressions. You can hear the tone of their voice and see their gestures. These subtle details make videos perfect for expressing yourself and showing your personality.

People don’t just fall in love with brands: they fall in love with the people behind the camera. Vlogs can help you develop a stronger connection with your audience. They can watch you and gain a sense of familiarity. It becomes easier for them to trust you.

As an entrepreneur, you know the value of gaining the people’s trust. Vlogs help you do that because they are a lot more casual and personal compared to other video types.

Not every single video has to be an Oscar-worthy production. You don’t have to spend your whole budget on video content. In fact, vlogs are cost-effective because all you need is a camera. It doesn’t even need to be an expensive camera: your webcam or smartphone will do the trick.

Vlogging is a good way to develop and establish your unique brand voice. You can create that personable and approachable image that resonates with your target market. Vlogs are easy to make, and they are very impactful. This authentic approach will appeal to a much larger audience compared to an overproduced video.

If your goal is to earn your target audience’s trust and give them updates on what you’re up to, vlogging is the right strategy for you. Vlogs have that human quality that makes them attractive to an audience.

Use vlogs to document your journey to success. Make your followers a part of your journey—they would love to watch you grow.

Educational Videos​

There are many kinds of educational videos that you can make depending on what you want to teach your audience. This video marketing strategy aims to give value to your target market without selling to them. Instead, you get to establish yourself as an industry expert and as a thought leader.

People want to know that you know what you’re talking about. This way, they can trust that they are in good hands when they do decide to purchase your products and services. Sometimes they just want to learn something new and need someone to teach them.

Educational videos build trust and improve your relationship with your following, which leads to more conversions down the line.


A tutorial is a type of educational video that’s all about teaching people how to do something related to your industry or niche. These are also known as how-to videos and are very popular online. A lot of people spend time watching how-to videos because they want to gain practical knowledge.

If you are in a particular niche that lets you do a ton of tutorials, whether it’s home improvement, fitness, beauty, etc.—make the most out of it. There are countless YouTubers that have made a fortune out of tutorials and how-to videos.

You can also create tutorials on how to use your products so it’s easy for would-be buyers to make a decision. Learn about what your audience values and give them what they need. Videos shouldn’t just be entertaining, they should also be helpful. Viewers will leave your channel or page if they sense that you’re just selling to them. So instead, earn their trust by giving them information they can actually use.

Explainer Videos​

If there are certain aspects of your business that are hard to understand, you need to make more explainer videos. Some industries have a lot of complicated or advanced topics that only industry experts can explain. So take this knowledge and share it with the world.

The more people can understand what your business is all about, the easier it is for them to see your value. Use explainer videos to simplify topics that are too complicated for your average consumer. Explainer videos don’t have to be longer than a few minutes.


A webinar is basically an online seminar. It is one of the most common and most valuable types of video content in modern day marketing. Marketers often produce a series of webinars, some of which are available for free, while others can be purchased by interested consumers. This is an effective way to provide value to your target market without necessarily selling a product. In this case, the webinar is the product.

You can also use webinars like a free live event, wherein you invite people to attend and give them a free webinar for showing up. You can leverage this to generate more leads and promote your products and services.

Webinars can be used to answer customer queries, discuss products, and teach complicated topics related to your niche.

Webinars can generate a significant ROI even if you post on a weekly or monthly basis. It’s not like a vlog where you want to update more regularly.

Industry News

Another way to educate your target audience is by keeping them updated on industry news. This shows that you are an industry leader and that you are keeping up with the trends. This provides an added layer of trust between you and your clients.

The more they know about your industry, the easier it is to convince them of how much they need your products and services. Use industry news and updates to give your brand that extra boost in credibility.

Always be the first to share when there’s a new technological breakthrough or a new technique that’s sweeping the industry. This will not only keep your audience informed but will also ensure that you are aware of how the industry is developing.

Company Culture Videos​

Vlogs are personal, while tutorials are educational. But company culture videos put the spotlight on the company and the people working behind the scenes. This type of video marketing focuses on the company and its personality.

These videos are designed to improve your business’s image and make it a trustworthy entity to the public. Use these videos as an opportunity to highlight your mission and your values.

They are also very effective for when you want to hire new recruits. If your company looks like a great place to work, then people are more likely to apply. This is your chance to show why your company is the best and how you are creating an environment that’s both healthy and productive.

Make sure that your company culture videos are setting you apart from the competition. We all want to say that we’re the best in the industry, but if everyone is claiming it, then you’re just going to sound cliché. So to truly stand apart from the competition, highlight all the awesome qualities that make your company unique. Build your story and share it with your audience. An authentic approach always attracts more people.

Company culture videos are videos that share a behind the scenes look at what’s going on in your company. With this type of video content, you are pulling back the curtains and showing all your prospects the true nature of the company as well as the people working there.

This is the type of video content that really earns your viewers’ respect. They can make more confident decisions because they know the faces behind the products. This should forge a stronger connection between your brand and your target market.

Brainstorming sessions, office pranks, after-work events, even employee spotlights—whichever route you take, just remember that your goal is to highlight your brand.

Brand Videos​

Speaking of brand, a brand video is a type of video content that gives you and your team a chance to talk about your company’s values and mission. This is basically an advertisement for your brand, so don’t hesitate to shower it with praises.

Unlike vlogs that are more casual, you can give your brand videos a bit more production value, to make it as appealing as possible. This will supplement all your video marketing efforts, and will act as a sort of backbone to all your video content. Brand videos will show a more professional side of your business—to emphasize that you can always get the job done.

Whether you want to talk about serving your customers or your company’s history, you should use brand videos to express what makes your company special.

Event Videos

Another type of video content that gives people a behind the scenes look at your business is event videos. Create a video that shows the highlights of your company events. Whether it’s a big office party or a conference, it’s your chance to give your followers a sneak peak of how your company does its events.

Work parties are perfect for event videos because they show that your employees are happy working there. If your goal is to establish your authority in the industry, feature your conferences, speeches, and interviews.

Event videos tell a lot about your business without saying too much. Event videos are among the most versatile types of video content out there. They can be like a vlog or a webinar or a brand video—or all of them rolled into one.

Create exciting event videos to show your audience what they are missing out on. These videos will surely create more excitement surrounding your business.

Product Videos

Product videos are very straightforward: they are supposed to promote your products and services. Aside from advertising the product, these videos are also designed to educate people about their value. The goal is to get them interested so that they will make a purchase. You can do this by showcasing exactly what they are paying for.

The way you feature your product is up to you, and you’re free to get creative with it, but just make sure it’s clear what the product is supposed to do.

You can do it like a product demo wherein you help viewers understand how to use the product. You can also highlight its features to show off what it can do.

Product Reviews​

To further establish your authority within your industry, try creating product reviews of similar products in the market. These are very helpful for viewers who are trying to decide on what product to go for.

However, this video marketing strategy is most effective when you’ve already developed some trust with your audience. Even if you are reviewing your competitors, make sure your reviews are fair or else you might lose some of your credibility.

If you want to avoid reviewing your competition, create reviews of similar products or services that are not in direct competition with you.

Product Launch Videos​

Product launch videos are like event videos, except they are focused on a single new offering from your company. Like event videos, they generate excitement over your new products and services, which then leads to increased interest.

Build up a lot of hype over your new product and knock it out of the park with a successful product launch. You can do product launch events live to generate more buzz around your new product.


When you praise your own business, people may or may not believe you. But when other customers say that they are happy and satisfied with the value you gave them, leads are more likely to believe them. People trust other consumers more than they trust brands. It’s easy to see why.

Loyal customers have nothing to gain from leaving positive reviews. They are just interested in talking about their experience with your business.

You, on the other hand, are an entrepreneur who wants to make a sale. Even if you are a household name, consumers will still pay more attention to reviews and testimonials.

That’s why you need to feature testimonials in your website or your social media. This is a proven video marketing strategy that every business needs to have. With testimonials, you can show just how much people love your business.

There are two different types of testimonials that you can use in your video marketing: client testimonials and employee testimonials.

When creating client testimonial videos, don’t just hire actors—find some real customers who are willing to talk about your business. That’s the key. You can give them a small token of appreciation (like freebies and gifts) for their participation.

On the other hand, employee testimonials are for demonstrating company culture and for showing that your business has provided a healthy work environment for its employees. Your employees have firsthand experience of what it’s like to work with you. Their opinions matter too. And so when they speak positively about your company, their words hold a lot of weight.

Employee testimonials can benefit your company when you’re trying to hire more members into your growing team.


What’s great about video marketing is that you can explore many different types of content. Creativity is often rewarded here as it attracts more viewers. That’s why augmented reality and 360-degree videos are gaining popularity, for example. Animation is another example of video marketing that’s creative and effective at the same time.

Animated videos aren’t just eye-catching—they are also great for breaking down complicated concepts and presenting them in an easy to digest format. Animation is best used in explainer videos.

Live Streaming​

Live streaming isn’t a new concept anymore. More and more entrepreneurs are using live videos to attract an audience and showcase whatever they want to: whether it’s a product, a service, an event, etc. Live streaming has a magnetic appeal that entrepreneurs can use to their advantage.

Live videos get a ton of engagement because they feel like a live event. This format satisfies the human need for instant gratification, which may be the reason why they are so good at pulling in large numbers.

Use live streaming for product launches, live question and answer sessions, events, etc.

Video Emails​

This one might be the least common strategy on this list, but video emails are slowly picking up steam. As an entrepreneur, you need to start using this strategy before everyone else does.

We’ve established how much people love watching all kinds of videos. In fact, videos have a significant edge over text-based content. But that also applies to emails.

People are more likely to pay attention to a personalized video email than a text-based email. Let’s face it, sometimes people don’t have the time or the attention span to read whole chunks of text. But with a video message, your recipients are likely to open it and respond.

Video emails are the best alternative to face to face conversations and in person meetings. With the pandemic situation, we can’t schedule a lot of face to face meetings anyway, so go for the next best thing and take your online outreach to the next level.

Use Kennected Video to record, send, and track your personalized video emails. Video marketing isn’t as complicated as you may think. Knowing all the options you have should give you the freedom to choose the right format in the right platform.

Share your videos on social media to maximize engagement, and send your leads straight to your website. No need for fancy equipment and expensive cameras. If you can invest in those—great! But if not, just make sure your videos are creative, informative, and interesting. This will help you get the best results out of your video marketing efforts.

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