How to Use Different Video Categories to Create a Brilliant Marketing Strategy

Every day, a new video platform is being launched. Not only does it lead to increased opportunities to reach new customers, but helps with ever-changing video marketing trends. Whether you have been into marketing or not, you know how important it has become to utilize video content marketing to promote a brand. 

Where images are still a part of marketing, videos have become the key to getting new leads and increasing revenue. Have a look at these video marketing stats to understand the potential of video marketing for businesses.


  • As per 99Firms, Mobile will account for around 74% of video ad spending by the year 2024.
  • According to Forbes, video content will bring around 82% of overall consumer internet traffic by 2022.
  • The HubSpot report states that more than 85% of businesses use video content as their primary marketing tool.
  • Another report by RenderForest suggests that over 75% of users follow a brand’s social media page if they have video content.

Now that you know why your marketing needs videos, here is how you can leverage videos for brand marketing.

The Road to Successful Video Marketing

Have you ever thought about how a brand starts with one specific type of video content, and then jumps on to another without fail? There is always a strategy behind using videos to promote products or services. For that, you need to have a marketing funnel, depending on your buyer’s journey. 

Think of yourself as a buyer and start from making a first impression to converting a lead into a customer.


Here are the most important steps of video marketing-


Start with creating content that attracts your target customer to your brand. And make him watch your videos with useful and educational content.


Once they know about your brand, you can promote your business by providing information and answers they have been searching online.


When the viewers get engaged, they tend to visit your business profile or website where you can showcase product demos, explain your business to convert them into buyers.


To maintain lasting customer relationships, you need to keep updating the customers with new events, product launches, offers, and more.

How to Use Different Video Types for Your Video Marketing Funnel


Explainer Videos

Explainer videos are mainly created to explain a brand’s vision, its services and the idea behind a product. These can include sharing information, explaining a complex product or just solving a problem. 

Explainer videos are a great and engaging way to attract potential customers with 2D and 3D animations, whiteboard animation and human-like characters to establish a connection and keep them interested.

With explainer videos, your customers start to take interest in your offerings and learn about your brand.

Brand Video

You might have seen video ads with an animated character sharing everything about the business in a story arrangement. These animated stories stay with the audience as long as they are looking for something relevant. With numerous opportunities to attract customers, brand videos are the best way to convey your message to the target audience.


Product Demos

Your product is the heart of your entire marketing funnel. While engaging the customers, you want to make sure that they consider your brand and explore your business. This is when product demos come into the spotlight.

The most common 360-degree-product demo with high-quality sound and animation always work like tv commercials. The more you highlight the benefits of your product, the more exciting a viewer gets to know its features.

How-to Tutorials

How-to videos are the answer to what users search online. All you need to do is to find the most relevant questions about the product or services, and create a tutorial with some valuable information. 

It could be anything, from ‘How to use Xyz’ to ‘how to find the best XYZ product or service.’

YouTube is the best place to find inspiration for how-to tutorials. It also helps with Google ranking as YouTube offers an in-depth video marketing tool. 


Client Testimonials

Client testimonials are one of the key aspects that helps your customer make a decision. Every online buyer reads reviews and watches client testimonials before making a purchase. There is a reason why companies focus on uploading hundreds of client testimonials on the homepage and service landing pages.

Client testimonial videos are a step forward to make sure that the visitors don’t leave your website without making a purchase. These videos tell a buyer’s story from start to finish. 

Therefore, you need to invest in creating emotive scripts, including facts and figures to make them look genuine and inspiring.

About the Product

When a customer visits your website, wanting to know more about a product, there is a chance they will watch the videos rather than read the text. Always list your product or service with a short descriptive video, where the user can understand its effects and features. Let them compare and learn why you have the best product with catchy graphics and animation.


This part of the funnel involves videos in the newsletter, emails, social media tags and more. 

Vlogs, company culture, user-generated videos, behind the scene videos and live sessions are part of delighting the existing customer. These videos are usually based on the recent advancements and exciting events that viewers might be interested in.

Tips For Creating Brand Videos

  • Write a script for every video, be it a 15 seconds Reel or a 3-minute explainer video on the landing page.
  • Let the professionals do the job of producing, recording and editing the videos to make them versatile and engaging.
  • Optimize videos for each platform.
  • Write SEO friendly Titles and video descriptions.
  • Choose detailed targeting for getting shares and comments.

Final Words

There are many video formats available to promote a business and generate leads. All you need is to pick the right platform and keep the content emotive and informational. Once you understand who your specific audience is, creating videos gets easier with time. 

Author bio:- Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.

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