Video marketing is one of the most effective ways to explain what you do, build trust and prompt action. Whether you want to launch a new service, support your sales team or keep your brand visible on social media, the right video format can make all the difference.
The challenge is choosing which type of video to use. Different formats work best at different stages of the customer journey. From first impressions through to purchase and repeat business. Here are some of the most effective video types for marketing, when to use them and why they work.
Explainer videos
Explainer videos do exactly what the name suggests – they explain. Usually 60–90 seconds long, they break down how your product or service works in a simple, engaging way.
Best for:
- Launching a new product or service
- Explaining a complex process
- Educating time poor decision makers
Explainers work brilliantly on landing pages, in email campaigns and as paid social ads. Done well, they answer the questions in your customer’s head: What is it? Who is it for? Why should I care? By combining clear scripting, visuals and voiceover, they quickly turn confusion into clarity.
Brand videos
Brand videos focus on who you are, not just what you sell. They showcase your story, values and personality.
Best for:
- Rebrands or brand refreshes
- Awareness campaigns
- Website homepages and about pages
These are ideal when you want to build emotional connection rather than push a hard sell.
Testimonial videos
Testimonial videos feature real customers talking about their experience with your business. They are one of the most persuasive formats because they provide social proof in a human, believable way.
Best for:
- Moving leads further down the sales funnel
- Supporting proposals and pitches
- Product and service pages
We naturally trust other people more than we trust marketing copy. Seeing and hearing a genuine client talk about their challenges, why they chose you and the results achieved is far more convincing than a written quote alone.
Demo videos
Demo videos show your product or service in action. They focus on what it does, how it works and how it makes life easier for the viewer.
Best for:
- Software platforms and tools
- Physical products with clear features
- Services that follow a defined process
Demos reduce perceived risk. When people can see exactly what to expect, it removes uncertainty and helps them picture your solution in their own world. These videos sit well on product pages, in help centres and as part of follow up emails after a sales call.
Social media videos
Social media videos are short, punchy and designed to stop the scroll. Think reels, stories, shorts and quick LinkedIn clips that deliver a single message in a matter of seconds.
Best for:
- Brand visibility and reach
- Driving engagement (likes, comments, shares)
- Promoting offers, blogs, events or new content
The key is to tailor the style to the platform: vertical, informal and fast paced for Instagram and TikTok; more polished and professional for LinkedIn. Consistency beats perfection here. Regular, on brand content keeps you in front of your audience.
Behind the scenes and event videos
These videos lift the curtain on your organisation. They might show your team at work, a day on site, a new project being installed or highlights from an event.
Best for:
- Humanising your brand
- Recruitment and employer branding
- Building excitement around launches and exhibitions
People like to see the real faces and stories behind a business. Behind the scenes content builds trust, shows authenticity and demonstrates that you are more than just a logo and a strapline.
Animated videos
Animated videos use motion graphics or illustration instead of live action footage. They are particularly useful when what you do is abstract, technical or difficult to film.
Best for:
- Explaining complex or intangible services
- Data visualisation and process overviews
- Standing out in feeds and ads
Animation gives you complete visual control as you can simplify processes, highlight key points and stay fully on brand with colours, typography and iconography. It is an excellent option for SaaS, finance, technical services and training.
Choosing the right format for your goals
No single video type is “the best”. The right choice depends on what you are trying to achieve:
- Want to educate? Use explainer or demo videos.
- Want to inspire and differentiate? Choose brand and testimonial videos.
- Want more visibility and engagement? Focus on social media and behind the scenes content.
- Need to clarify something complex? Consider animated videos.
A strong video marketing strategy usually combines several of these formats across the customer journey.
How BBI Brandboost can help with video marketing
Planning, scripting, filming and editing videos can feel daunting if you are already busy running your business. That is where we come in.
At BBI Brandboost, we help organisations plan and produce marketing videos that are clear, on brand and aligned with wider campaigns. Whether you need a simple explainer, social clips repurposed from existing footage, or a full video series to support your sales team, we can guide you from concept to final cut.
If you would like to make video a more effective part of your marketing mix, get in touch with BBI Brandboost and let’s talk about the right types of videos for your goals.