This probably isn’t the first time you’ve heard of using video marketing to drive traffic, boost engagement, attract potential customers. In fact, if you plug in a couple vague search terms about ‘video marketing’ on Google, you’ll get a pretty good number of hits; articles, videos, and blog posts, all telling you why you should be using videos to market your business right this minute.

And as much as I swear by video, it’s starting to get repetitive.

We get the why already – why using video is a smart move, why it can present your company better than any About section, why it may as well be an online salesman – but we’ve yet to get a lot on the what.

Specifically, what are our options in terms of video marketing? What kind of video do we use? Are there even kinds of videos to begin with?

(There are, actually, and I’ll be getting to that in just a second.)

Video marketing began on television – think commercials, infomercials, and as-seen-on-TV shows – and has since carved a niche for itself on the internet. Here are just 3 examples of the dozens of video types you can implement into your marketing campaign.



Explainer videos cater to the bite-sized, 160-characters-or-less generation that has emerged alongside the advent of auto-updating newsfeeds. I’d like to put the blame solely on Twitter, but we all know limiting our messages to a very specific character count started with the very first cellular phone.

(I will never not physically cringe when someone sends me a ‘k.’ as a reply.)

These videos are basically 30 to 90 seconds long and are based on scripts a good 200 words or less. Depending on the tone and what you’re selling, they can either be inspirational, funny, informative, sassy, or serious.

Explainer videos work because they do not beat around the bush. They are clear, concise, and to the point. People who are a fan of Vine and videos on Instagram can relate very well to the whole ‘cram what you can cram’ timeframe that explainer videos follow religiously.

Companies that swear by explainer videos: Dollar Shave Club, Pinterest, and Amazon Echo.



If you are a self-aware YouTube creeper – the kind who watches and watches but never subscribes – or a much less sociopathically-inclined social media skimmer, you’ve probably gotten wind of the latest video challenge craze; 100 coats of things.

It started when YouTuber Simply Nailogical posted a video tagged #PolishMountain. It was basically 100+ coats of nail polish on all five fingers, resulting in an impressive stack of colored polymer. That was the final crack in the dam, and the floodgates opened to pour out literally millions of people doing a hundred coats of mascara, liquid lipstick, foundation, and spray tan on themselves. Best part?

They filmed the whole process.

Because that’s what we are; a bunch of beings fascinated with process. We love seeing things take shape. We love seeing how a line here and a scribble there can turn into a semi-realistic render of a lion, or how a lump of wet, smelly clay can become a gorgeous earthen pot.

Before-and-after’s are all good, but give us the in-between and we’re mesmerized.

Companies that swear by whiteboard animation: Insorb, PetSmart, and General Mills.



Product demos are basically the How-To videos of digital marketing. This type of video works especially well if what your company is selling is a product, not a service. Demoing the product enables potential consumers to see how the product works and how it’s beneficial to them without having to cash in their seven-day return/refund policy.

People generally don’t like buying something they’re not sure how to operate, and people also generally don’t open instruction manuals. I’ve seen my fair share of fathers, uncles, and overcompensating male roommates ignore the manual completely in favor of “figuring it out” themselves.

This is how things get broken.

Regardless, product demo videos are exactly what their name suggests; a video of someone – could be a company employee, could be the average Joe down the street – using the product, going through the motions, and explaining how it works. For a video that’s quite simple to film and produce, the payoff is excellent.

Companies with kick-ass product demo videos: Blendtec’s Will It Blend?, Google’s Google, Evolved, and SodaStream’s 3D demos.