Laptop showing the types of product marketing videos
20 April 2023 Video production tips and best practices

5 types of product marketing videos

Which types of product marketing videos should you get your video production agency working on?

We know that video content is a powerful tool to reach your target audience and drive sales.

But with so many types of product marketing videos out there, it can be challenging to decide which ones to commission from your video production agency.

Don't worry, we've got you. Here are five types of product marketing videos you should consider:

1. Explainer videos

Explainer videos are a great way to introduce your product to your audience. These videos usually feature an animated or live-action demonstration of your product's features and benefits. They can help your audience understand how your product works and how it can solve their problems.

It's known that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text, a mind-melting half a billion people watch videos on social media every day, and it's estimated that video traffic represents 82% of all consumer online traffic. Need you any more proof?! (Download our free 'Making the Case for Video' guide if so, it's loaded with tonnes of useful stats about the effectiveness of video).

Explainer videos are typically short and sweet, usually around one to two minutes in length, making them perfect for social media and website landing pages.

Example 1: Box Sign's Explainer Animation
Example 2: Square's "How Square Works"
Example 3: Slack's "So Yeah, We Tried Slack…" 

2. Customer testimonial videos

Customer testimonial videos are a powerful way to show potential customers how your product has helped others. These videos typically feature interviews with satisfied customers who share their positive experiences with your product.

If your prospects are on the verge of buying your product or service, how do you get them to jump over the final hurdle and become your customer?

In order to convert, they will want to know that what they're about to purchase is great. They don't, however, want to hear it from you (sorry) as you're naturally biased. Instead, they want to hear it from their peers. And this is where customer testimonial videos come in.

With video testimonials you can showcase a successful customer experience whilst highlighting the value of your product or service: it's an extra nudge to help your leads make a decision.

These videos can help build trust and credibility with your audience and demonstrate the real-world value of your product. You can also use these videos to highlight specific features or use cases of your product.

Example 1: Europa's Westcoast Customer Success Story
Example 2: Box's Eurostar Case Study

Example 3: Peloton's "Meet the Peloton Moms"

3. Product demo videos

Product demo videos are similar to explainer videos but focus more on showcasing your product in action. These videos typically show your product being used in a real-world scenario, highlighting its key features and benefits in action.

And because they illustrate how your product works by letting your prospects experience it in all its glory, they're a really strong sales and marketing tool.

An effective product demo video needs to be engaging and eye-opening. It needs to hook your audience whilst showing them how your product can be the solution to their problem. 

With the right agency at your side, you can help your audience understand the value of your product and how it can improve their lives. Plus, they're great for social media, website landing pages, or presentations!

Example 1: Apple's "Introducing iPhone 13 Pro" 
Example 2: Dyson's "How to set up and use your Dyson V15 Detect™ cordless vacuum"
Example 3: Tesla's "Revolutionalize your Commute"

4. Brand videos

Brand videos are a way to showcase your company's values, culture, and personality. These videos are typically longer than other types of product marketing videos, ranging from two to five minutes in length.

These videos typically showcase your brand's story, mission, and unique selling proposition in an engaging and compelling way, creating an emotional connection with your audience.

By telling a story rather than just promoting a product or service, brand videos can help you build trust with your customers. They also tend to have a longer lifespan than other types of marketing videos, making them a valuable investment for businesses looking to establish a strong brand identity and reputation.

They can feature interviews with employees, behind-the-scenes footage, and other elements that help bring your company's story to life and build brand awareness and loyalty with your audience.

Example 1: Nike's "Never Settle, Never Done"
Example 2: Coca-Cola's "Taste the Feeling" 
Example 3: Airbnb's "We Accept" 

5. How-to videos

How-to videos are a great way to educate your audience on how to use your product. These videos typically feature step-by-step instructions on how to use your product, highlighting its key features and benefits along the way.

They can help reduce customer frustration and support inquiries, and they can also help improve customer satisfaction.

These videos are typically shorter than other types of product marketing videos, usually around one to two minutes in length, and are perfect for social media and website landing pages.

Example 1: Adobe's "How to Remove Backgrounds in Photoshop" 


Example 2: Google Meet
Example 3: IKEA's "How to use multiroom audio with SYMFONISK" 


So there you have it! Five types of product marketing videos to consider commissioning from a video production agency.

Of course, the best type of video for your product will depend on your specific goals and target audience, so be sure to work with your video production agency to determine the right strategy for your business. Good luck!

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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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