8 Video Types
That Will Boost Your
Marketing Efforts


Marketing is about more than just promoting a product or service. At a fundamental level, it entails breaking through the psychological screen to grab the attention of your intended audience. Once you do have them, you have a narrow window of time to get your message across.

That is why many marketers are turning to video to engage their target demographic.

Video has an innate ability to capture and hold interest in a way few mediums can match, giving the viewer a chance to connect emotionally with an organization while learning about what they have to offer.

The numbers do not lie: video marketing is here to stay. Did you know:

  • 50% of consumers look for a product video before making a buying decision
  • Four times as many customers would rather see a video about a product than reading about it
  • Businesses using video marketing on average see their revenue grow 49% faster year on year than those that do not
  • 59% of executives maintain that when it comes down to a choice between reading text and watching a video, they will choose video
  • People share videos a staggering 1200% more often than text and images combined
  • 73% of business to business marketers contend that video marketing positively impacts their marketing ROI

Of course, not all videos are created equally. There are several types to consider depending on your messaging needs, and choosing the right video style will help expand your reach while putting you in alignment with potential customers.

Whatever type you use, one thing is clear: forging an emotional connection with your audience can help engagement significantly. That is why it is imperative that you use the short amount of time available to you to touch them on an emotive level.

Working with a professional video production company pays dividends over producing it yourself. They can advise you on the best direction to proceed to engage your target audience as well as create the video itself.

To that end, let’s take a look at the different styles of videos and determine how they can impact your marketing efforts.


Explainer Video

An explainer video is a short duration video, usually animated, that aims to get the viewer to understand an idea. It could be information about your product or service, a breakdown of your organizational mission, or even an abstract concept.

Using animation provides you with multiple avenues to explain your concept. Voice overs, images, diagrams, and music can all be married together to impart your message.

Striving to entertain your audience is usually a large part of what an explainer video does, as they will be more likely to become engaged with your messaging if they enjoy watching it.

These types of videos are extremely popular among organizations trying to impart information in a short period, and they work: 93% of businesses who use explainer videos believe that they effectively increase viewer understanding of their product or service.

Whether you are looking to inform or to inspire your audience, explainer videos are a great tool for capturing the imagination and retaining interest.

Website Video

Sometimes called an introductory video, a website video greets the visitor to your site and quickly outlines your product or service. While they may at times overlap in objectives with the explainer video, the ultimate goal is twofold.

Remember that statistic about people preferring to watch a video about a product over reading about it? A website video is an easy way to let your site’s visitor quickly cut through the textual information and find what they are seeking.

As well, it increases your visitor’s time spent on your site which has positive implications for search engine optimization and your rankings.

Google, for example, uses a range of metrics to determine how a site should be ranked. One of these is called the bounce rate, essentially a measurement of how long visitors tend to stay on the site before leaving. By encouraging visitors to remain on your site longer, it signals to the search engines that you have valuable content for which they will usually reward you with a better rank, giving you as much as a 53% better chance of reaching page one.

So a website video not only helps with your site’s performance, it gives you an avenue to inform the viewer about your offerings and increase your site’s engagement.

Promotional Video

A promotional video is typically longer in length than other types and is purely designed to showcase your product or service. These 10 to 15-minute videos usually go into more depth and detail. Moreover, while viewer retention does tend to drop off proportionately to the length of the video, 50% of your audience is still likely to hang on until the end.

Because of their known ability to create engagement, promotional videos have been used for decades to sell and market high-ticket items. The main difference today is the capacity to share them, with the internet making it easy for companies to have these videos viewed by their targeted market.

A longer running time lets you drill down into your product or service’s features, letting the visuals enthrall the viewer while the voiceover extols the benefits to the user.

They are not only ideal to be shared online, but you can offer them on DVDs along with physical promotional materials, as well as play them at exhibitions and trade shows for increased interest in your product.

Event Video

Event videos capture live events and record them for posterity. They can be extremely useful from a marketing perspective as you can use them to improve your ROI when putting together a conference or industry function.

Since 83% of business to business marketers are heavily invested in events, an event video can be an excellent way to increase the event’s scope and reach while spreading your messaging to those who were unable to attend.

Additionally, businesses who regularly invest in sponsorships have an avenue to spread the word of their charitable engagements, which in turn helps to increase goodwill and create a positive perception of your organization in the community.

Some popular types of event videos with marketing implications include:

  • Conferences
  • Exhibitions
  • Trade shows
  • Corporate meetings
  • Grand openings
  • Launch events
  • Public speaking engagements
  • Fundraisers

Overall, event videos give your audience a chance to participate in an event after the fact making it an excellent vehicle for showcasing your product or service. It helps to increase engagement with your business, position you as a thought-leader in your field, and establish you as an authority.


How can a documentary video help your marketing efforts? Let’s put it this way: selling a product or service involves more than just showing off benefits and features. It means building a brand that aligns with consumers’ hopes and aspirations, compelling them to feel an active connection with it.

If you manage to entertain, inform and inspire your audience, it will go a long way toward getting them to have a positive perception of your brand.

Besides, people love documentaries. 70.79 million American TV viewers claimed to watch at least one in the spring of 2016 alone. They are a growing form of entertainment that people respond to, and if you target your niche correctly, it can pay enormous dividends.

There are numerous examples of companies using branded documentaries to expand the reach of their messaging. Moreover, while it is a much more nuanced type of marketing, companies do it because it works.

In previous years, producing documentaries was limited to larger organizations. These days, however, it is a style of video that is within reach of even smaller companies. Partnering with a documentary video production company that excels in telling engaging stories will help position your brand in a positive light.


A public service announcement (PSA) video is designed to bring public attention and awareness to an issue. Similar to documentary videos, a PSA can help position your brand in a positive light in the community while engaging and inspiring your audience.

At their core, they are instruments of persuasion aimed at trying to influence the audience to exhibit a particular behavior. PSAs attempt to:

  • Change attitudes
  • Bring about emotional responses
  • Educate and inform
  • Capture attention
  • Inspire positivity

Persuasion is in no way a foreign concept to advertisers and marketers. However, PSAs tend to go for a direct approach that helps the audience align their beliefs with those of a marketer.

Creating your own public service announcement video brings awareness to a topic and helps associate the positive outcome with your brand messaging. Done correctly and with positive reinforcement, it can help your brand’s perception in the eyes of your audience.

3D Animation

As technology progresses, 3D animation has evolved into a sophisticated tool for organizations to explain abstract concepts, show off products and services while offering enormous potential to inform and entertain.

Some of the ways a 3D animation video can boost your marketing:

  • They are very attention grabbing, letting you capture imagination while holding the audience’s interest
  • They can illustrate ideas or concepts that either cannot be photographed or if circumstances make doing so impractical
  • You can use them as a proof of concept for something that has not yet been created, letting your audience walk through, around, under and over and giving extra dimensionality to it
  • They are ideal for explainer videos, letting you break down concepts for easy communication
  • You can associate them with your brand to help increase awareness
  • Demonstrate that your organization is at the forefront of technology, enhancing your reputation
  • The fact that they are better at engaging your audience means increased conversions

To the last point, a survey revealed that animated videos increase conversions by 20%, and using 3D can enhance that figure even further. It is the reason why many marketers are opting to use 3D for their animated explainer and marketing videos.

As always, the more you manage to entertain and engage your audience, the more likely it is to be shared through social media.

Virtual Reality

While relatively still in its infancy, virtual reality is another form of technology that is quickly coming into its own. Many organizations are starting to take advantage of these types of videos to provide a visual experience unmatched by other media.

Display devices such as Google Cardboard, Oculus Rift, and Samsung Gear VR are starting to gain traction in the marketplace, increasing the number of potential viewers. As well, they are also gaining steam in the form of 360-degree panoramas that people can watch on their computers or smartphones.

They provide an immersive 3D experience that goes beyond even 3D animation.

Accordingly, VR will engage your audience in a way that most other visual forms simply cannot touch. As a result, virtual reality videos are very useful for:

  • Displaying product concepts that have yet to be built
  • Letting the audience virtually walk through an existing or future environment
  • Making the learning of new ideas both informative and entertaining
  • Capturing imagination and holding attention

Companies are adopting the technology in ever-increasing numbers for training, education and prototyping purposes. In fact, the total number of active virtual reality users is expected to reach 171 million by 2018. That represents a large potential audience who will need content for their equipment.

All told, virtual reality is an expanding frontier that marketers are eager to capitalize. Producing VR videos can help you get across your brand messaging in a way that is assured to capture your audience’s attention.


As more than 500 million hours of video are watched on YouTube each day, the importance of video as a marketing medium cannot be overstated. Video marketing has proven its effectiveness in reaching target audiences, engaging them, and helping to improve conversions.

Regardless of the type of video you work with, it is crucial to remember that each one you create should ultimately tell a story. Storytelling is the main way that audiences connect with you since it resonates with them on an emotional level.

So when you are examining your marketing strategy, do not overlook the power of video to capture your target audience’s attention.

Gardner Productions is a video production company dedicated to helping organizations tell their story in an engaging and emotive way. Our expert team will be with you every step of the way, from conceptualization through to post-production. Contact us to learn how we can create a video that captures your audience’s imagination while improving your brand messaging.

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