5 Types of Videos to Include in Your Digital Marketing (That Your Audience Will Love)

The importance of videos in digital marketing today cannot be overstated. Videos have a huge advantage over virtually any other type of media when it comes to audience engagement. Implementing videos in your digital strategy and online presence can do miracles for your brand’s sales, awareness, and traffic. But there are many video types out there and choosing the best one for each occasion can be tough.

There are many different videos that you can create. But before you start, define what success looks like for you. This will help you select the best type of video for every stage of your marketing funnel and the metrics you need to watch for after you publish your videos.

Before you start creating and posting your videos, you have to take the following steps:

• Define your target audience
• Define the goal of the videos
• Define the metrics

Once you’re clear on your target audience, your goals, and the metrics you need to monitor, it is time to select the best type of videos for your digital marketing strategy. Let’s see some of the videos types you can use to grow your business.

Educational videos are great for top-of-the-funnel marketing stages as they boost awareness and position you as an expert in your field. The huge mistake many people make when they create educational video is that they also try to sell their products and services. But when you try to sell while educating, you come across as disingenuous and lose the viewers’ trust.

• Choose a topic that the audience is interested in
• Make sure you have the necessary expertise
• Don’t sell – educate
• Tell a story, make people relate
• Keep it short and to the point

Another type of video to include in your digital marketing strategy is explainer videos. They are great for the top stage of your funnel and are typically used on social media, website, and email marketing.

If you have a complex product or service or need a great way to engage your viewers, the explainer video is the right type for you as it presents the challenges that your customers face, the solution that you offer, and the features that your product has. Explainer videos are great for boosting awareness, traffic, and conversion rate.

• Make it short
• Introduce your target customer’s pain point
• Present your product as the best solution to their problem
• Come up with an engaging story
• Add a powerful CTA

Behind-the-scenes videos are great for the top and middle stages of the funnel, and they are especially good for social media use. I’d recommend you use them on Instagram Reels, YouTube shorts, and TikTok.

Seeing how something is made, especially if you create a nice story around it, can bring you many new viewers. And that type of video is not just for small businesses – big corporations are also taking advantage of behind-the-scenes videos.

• Tell a relatable and honest story
• Make it motivational and easy going
• Keep it short

Product videos are another great type for the middle or bottom of the marketing funnel. They are used to showcase your product and its features. 

They can be found on the product pages of a company’s website, on app listings, in social media ads. You can even make a short 360-degree product video and include it in your newsletter.

• Keep it short
• Make it look professional and sleek
• Present the strongest points of your product

The second type of video you can include in your digital marketing strategy is tutorials. While educational videos aim to provide knowledge about a certain topic, tutorials teach your viewers about your product or service. This makes your product look more attainable, helps you retain your audience’s interest in your brand, and saves you the time to explain complex ideas. That type of video is at the bottom of the funnel. Users are three times more likely to watch a video tutorial than read instructions.

When you create a video tutorial, make sure you focus on solving one specific problem for your users. Making a single long video that solves five different issues would make your video hard to watch and won’t help anyone.

• Solve one specific problem
• Make it short and sweet
• Show exactly how it works

There are many other types of videos that you can implement in your digital marketing strategy. The key is to use them appropriately and in accordance with your specific goals. If you’re still unsure about what types of videos to use in your marketing funnel, I recommend you download our free eBook below.