6 types of video worth incorporating into your brand’s marketing strategy

There’s no denying that attention spans are shorter than they’ve ever been, which is what makes impactful video content so important for brands. If you want to reach your target audience in a meaningful and lasting way, integrating video into your marketing strategy is crucial. In our opinion, it’s no longer an option—it’s a necessity.

Why is video marketing so important?

Two men operate video production equipment, one adjusting a camera and the other holding a teleprompter, with a whiteboard in the background.

A digital camera on a tripod records a business meeting with three people seated at a conference table in a bright office.

A man wearing black clothing and a green cap films with a camera stabilizer in an industrial setting with large spools of cable in the background.

To provide some insight into why video production is so much more than just a fad, we break down a few undeniable benefits of video marketing.

Consumers love visuals

First, it’s impossible to deny the fact that consumers love visuals—just look at the rapid rise of photo and video platforms like Instagram, TikTok, and YouTube. An extensive report by HubSpot found that 62% of consumers have watched video content to learn about a brand or product, and 37% of those surveyed prefer to discover products through short-form videos specifically. HubSpot’s research also revealed that 54% of consumers want to see more video content from the brands they support. If these numbers are to be believed, then one thing is clear: businesses need to be leveraging visual content in order to grow their brand online.

A digital camera on a tripod displays a live view of a geometric scene with metal structures on its flip-out screen.

Meaningful engagement

A second benefit of video in marketing strategies is that videos tend to resonate with consumers more than photos. It is often easier to bring a product to life when it’s shown in a video compared to a still photo. Educating your audience, either about your brand or how to use a specific product or service you offer, also tends to be easier, more engaging, and more straightforward when shown on video.

Content for future promotions

Another reason we love video content is that once you have this type of content in the bank, it can be used for future promotions. Is your business having a sale? Are you hosting an upcoming event? You can post a clip from a previous event to drum up excitement, one that showcases the people, entertainment, food, decor, and general vibe, all of which can entice someone to buy a ticket. The same goes for products and sales promotions. A discounted price may pique your audience’s interest initially, but video can help increase the odds of a conversion by grabbing their attention and showing off your product in a new and exciting way.

What are the best types of marketing videos for brands?

With so many types of business videography out there, it can be difficult to know where to start. To make it easy for you, we outline a few of the key video content types below.

Brand video

What is a brand video? A succinct overview of your key brand messages designed to communicate the essence of your business and your values to your audience. Brand videos are polished, professional, and can lend credibility to your business.

Product demo video

What is a product demo video? Interactive product demos are a great way to engage with and educate your audience. They showcase the features and benefits of your products, allowing your audience to gain new insight into them.

Interview-style content

Interview-style content gives your audience a peek behind the curtains through interviews with your team, clients, or partners. It allows your business the opportunity to share authentic stories that bring your unique value propositions to life while also humanizing your brand.

Employee testimonials

Employee testimonial videos involve your team speaking transparently about your company culture and values. This can be a great way to connect with your audience on an emotional level and build trust.

Corporate event highlight reels

If your brand throws events, whether internal, corporate events or external ones, then an event highlight reel is a must. This type of video can help capture and share the energy of past events, which in turn, can garner excitement for future ones. You can learn more about event videography services here.

Client case studies

If you want to educate your audience on the full impact of your products or services, producing a client case study video can be a great option. These types of videos will highlight your most successful moments and achievements as a brand.

What are the best tips for creating a successful video marketing strategy?

Ready to take your marketing strategy to the next level with video? Follow the 4 tips below and you’ll have a successful video marketing strategy in no time!

1. Prioritize storytelling over sales

Even if your objective is to boost sales and gain new customers, the focus of your video content should be on storytelling, not selling. The most successful video marketing campaigns are those that showcase real people (e.g. employee testimonials), share your journey as a brand, or highlight a customer interacting with your product in a way that solves a problem or meets a need.

2. Build a schedule—and stick to it

Posting one video one time won’t cut it. Nowadays, consistency is key across all platforms. Whether you’re posting on Instagram, TikTok, LinkedIn, or even sending an e-newsletter, one-off videos aren’t going to yield significant results. Spend some time developing a posting schedule across each platform and stick to it. This will keep your brand top of mind to your audience and help you avoid getting lost in an overcrowded space.

3. Use data to your advantage

The best way to determine whether your video marketing strategy is working is to take advantage of analytics. Tracking metrics such as engagement, click-through rates, and conversions will allow you to gain valuable insight into what’s working and what isn’t when it comes to your video marketing strategy. From there, you can test and refine your video content accordingly until you figure out what works best for your audience.

A camera records a person seated at a table in a modern office studio, with lighting equipment and another person standing in the background.

4. Tailor your video content to each platform

Coming up with a single video marketing strategy and implementing it across all platforms may seem like an easy place to start, but you shouldn’t stop here. While integrating video in some form is better than none at all, it’s important to take the time to tailor your content to each platform. Remember that your audiences differ. For instance, your Instagram audience won’t necessarily be the same as your LinkedIn or YouTube audience. Take this into account and use data to determine what types of videos resonate best with which audience. For example, interactive product demos may be better suited to your TikTok audience, whereas interview-style content could be perfect for LinkedIn.

Ready to add video to your marketing strategy?

For support with creating video content that inspires, engages and drives results, contact Indigo Events. Let’s create something incredible together!