Video Marketing – The Ultimate Guide

Video marketing can be an excellent method for a brand’s campaign to reach a broader audience. Because not only it can inform you about a product in an attractive way, it also helps you build a complete marketing strategy for gaining new customers.

In this article, you will learn about the types of video marketing and how it can improve your sales performance.

Why Video Marketing?

In essence, video marketing is simple — it’s how you use videos as a promotional content for your products or services.

Even though videos have been around for years, the internet recently witnessed the rising of this format as a great way to boost a brand’s recognition.

6 out of 10 people prefer watching online videos than television, and more than 80% of businesses use it as a marketing tool, while last year, it’s only 63%.

Unsurprisingly, the trend won’t stop there. Many experts say that in 2022, 82% of internet traffic will consist of videos.

This phenomenon marks a remarkable opportunity to start your business promotion as it can be useful both for push and pull marketing.

When you use push marketing, you introduce your brand to people. The goal is to get as many audiences as possible to be familiar with your products.

A promotional video will help you build brand awareness by displaying the features or the benefits of using your product.

On the other hand, pull marketing means that you should have the required information when someone wants to buy your product. The potential buyers already know your brand, but they have to be convinced that they will purchase the right one.

Videos in pull marketing can be of your assistance when explaining how to use your products, the comparison with your competitors, or any details that might convert people into buying.

And you know what? Creating a video for marketing purposes is now easier than ever. With a smartphone capable of shooting a high-resolution recording and paired with the right tools, everyone has the video production prowess at their fingertips.

In perspective, feature-length movies such as Tangerine and Unsane were filmed with an iPhone camera. It shows that making a video for your marketing doesn’t have to be harder or more expensive.

Types of Video Marketing Content

Here are various types of video categories that you can choose as your marketing content. However, please remember that you have to know what kind of audience you’re targeting and make your videos accordingly.

1. Case Study/Testimonials

Testimonials for video marketing

This type of video features your loyal customers who will tell others that your products or services have made their lives better in some way. The potential buyers will likely trust a product that has been used by others and shows satisfying results.

It might not be suitable for new companies that just released their first creation. However, testimonials will be useful for businesses that have existed longer and expect people to buy their next products.

2. Product Review/Demo

Asus review videoA demo will help your viewers imagine how your product works and what they can expect from it. Also, it’s the perfect moment to praise the quality of the item you’re selling.

3. Event

Showing brand's popularity with event videoWhen your brand participates in an event or wins an award, it’s worth to use it as video marketing material. Provide your viewers with the essential parts and let them know that a large number of people have recognized your product.

4. Tutorial/How-to

Tutorial videoA tutorial will give users a better understanding of how to make your product work. Give them clear steps to use it for a specific task, and bring along the examples in real life.

5. Interview

interview for video marketingFind experts in the industry that will inform a critical issue to the audience. Make their analysis and insights align with what your services or products offer. You can use it to show that your company has the solution.

6. Animated

Animation visualizes complicated ideaAnimation can be an excellent tool to turn a complicated process into a visual explanation. Instead of casting real people to act out an abstract concept, you can create an animated video as a projection of your idea so viewers can grasp it more easily.

7. Vlog

Vlog's personal approachJust like a  blog, a vlog contains a personal approach to the brand that you’re marketing. The video can feature personal thoughts about the products from the owner or employees, a tour in the office, and other less formal material. Whatever it is, it should be captured more candidly.

For example, when you sell shoes, you may want to make a vlog to highlight how your shoes are made in the shop and what tools you use, so that viewers can get to know your brand better.

8. Case Study

Case study videoCase study videos will have to explain to your customers how your company solves past problems and what it can do in the future. Use it to establish your brand’s character in front of customers’ eyes.

To do this, you have to conduct research to find out what solutions have been most useful for your users and what challenges your product faces. Analyze them to make your company grow and reflect in the case study video.

9. Brand

Explicit promotion on brand videoThe brand video explicitly advertises a product or service that the company is selling. The main goal is to reach the widest audience possible and build brand awareness. This can be done by promoting the brand’s vision and mission, as well as its value.

10. Live/Webinar

Live/webinar for video marketingEvery time your business plans to have a seminar, consider record or broadcast it live.

It also allows you to answer questions from potential customers and receive their feedback directly.

Integrating Videos Throughout the Customer Journey Map

In producing video marketing, be sure to keep your buyer’s persona in mind. Persona is a representation of how your target audience behaves, what are their goals, and what motivates them to buy a product.

This information can be acquired from demographic and market research that you can find across the internet. It helps you focus your content so that it’s suitable for your audience. With detailed data, you can improve your overall marketing campaign and increase conversion rate.

In the long run, it just goes to show that video marketing is not only useful for your brand’s activation. It will also be beneficial for every stage of your customer journey. We’ll break down these stages and what kind of videos you can use in each step.

1. Awareness

The very first step is to let the customers know who you are and recognize your brand’s value. You will need content that can describe this kind of information in a simple and meaningful way.

For that purpose, we suggest that you make a brand video. You should clearly state what your company does and display the product’s best features as the highlight.

Make it as attractive as possible so people will turn their heads to see what you offer.

However, there’s an alternative if your company has been well-established, and that is the testimonial video. You can let customers recognize your brand by showing good words from other users who have trusted in your previous products.

2. Evaluation

At this point, potential customers are already familiar with a brand. They will make further research to know about your products better and possibly considering buying them. That is why, if they want to understand what’s good and bad about a specific item, you will need to provide them with a review or demo video.

It will allow viewers to assess your product quality as well as decide whether it fits their requirements.

Having said that, many video categories can play a role in customer’s evaluation. For example, an event video will inform people about your brand’s credibility. And if people want to get to know your business a little bit personal, you can show them a vlog.

3. Conversion

In this stage, you have successfully converted viewers to real customers. But it should not stop you from making any video marketing for them. You should now focus on how you can assist the buyers in using your product correctly and solving possible problems.

That’s why you need to create a tutorial video, whether acted by a real person or in animation.

Furthermore, a webinar will be useful for existing customers, too. There might be tips and tricks that are worth sharing, so users can maximize your product/service’s potential.

The Metrics for Video Marketing Content

All content made for marketing goals, including videos, will be useless if there are no continuous measurements. Needless to say, you have to evaluate all the results of your effort for promoting your brand.

When you don’t meet your own expectations at the first video marketing attempt, just don’t worry. After you analyze what could be done to improve it, the chances are you will get a better result next time.

But remember that even if your campaign goes as planned, it doesn’t mean you can be easily satisfied. There is no limit to your business development, and you always have to try to attract as many people as possible.

Obviously, various metrics can determine the success rate of video marketing. The most simple way is to look at the view count. A video with millions of viewers means that you have great content, and it has likely gone viral.

Social engagement may also have taken part in this accomplishment since shares on other social media and comments on your video will boost your view count.

But there are other metrics that you should take into account — click-through rate and conversion rate. With a high number of click-through rates (CTR), it indicates that your video has succeeded in inviting many people to visit a specific link.

With more people clicking through, you also increase the chance of conversion rate (buying or using your products), which is the ultimate goal of your marketing campaign.

If you achieve a high number in each metric, it’s mostly because the video contains useful information that has targeted the right market.


Video marketing offers a very relevant way to promote your brand because it has become the preferred format for most internet users. What’s great, now, any business owner can make this type of content easily.

But remember, various video categories have a specific use in your marketing. For example:

  • Testimonials should help you build trust by showing what your loyal customers feel about your brand.
  • The aim of a review/demo video is to show how your product works in real life.
  • An event video increases the credibility of your business by showing off your brand’s popularity.
  • Tutorials have to act as a helping hand so new customers can use your product properly.
  • Interview video will create context around your brand so that you can tell its importance and how it can solve people’s issues.
  • Animation’s primary goal is to visualize how complicated the process works so the viewers can easily understand it.
  • Vlog should give a personal approach to your marketing campaign, so it feels more casual to customers.
  • A case study video has to showcase your product’s features, which have solved daily problems, and what you can promise in the future.
  • Brand video must clearly state the vision and mission, as well as the value of your business for people to recognize.
  • Live/webinar will help show additional tricks and tips for your customers.

Each type of video serves a valuable function in three stages of your customer journey — recognition, evaluation, and conversion.

And then, you can assess the success rate of your video marketing by taking a look at its view count, social engagement, click-through rate, and conversion rate.

There are clearly many things to deal with in video marketing. However, considering that it has the potential to bring many customers, you should include it in your overall brand’s campaign.

The Author


Irfan F. / @mirfan

Irfan is a member of the Digital Content Writer team at Hostinger. He believes that technology and the internet can help improve our lives significantly. That's why he shares his experience as a WordPress blogger to educate others. In his free time, Irfan enjoys good films and books.

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