The 8 Types of Marketing Videos

At Pixigon we all agree that efficient communication is a key success factor, regardless of team, profession or project. One enabler is a shared vocabulary and well-defined key concepts. This is why we have put together the list below.

Before you throw yourselves into an intense discussion regarding if you should go for an Explainer or Demo video, make sure you know what you mean.

Another aspect is what style to use, but we consider that a later and not as vital decision.

Explainer Videos

This type of video is what we typically suggest is the first type of video to create, probably prominently placed on your home page. This type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company's core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business's solution.

Brand Videos

A brand video is more free in form then i.e. Explainer videos. The target is to build awareness around you company/brand. This could also be a good bet if you don't yet have any videos for you product or service.

Demo Videos

Pretty obvious, a demo video demonstrates a selection of aspects of your product/service. It should be informative but still pleasant to watch.

Tutorials or How-To Videos

A little more in depth than the demo video this type of video can also used by your customer success team to educate users and re-leave some burden from your organization.

Case Study and Customer Testimonial Videos

If you are able to get real customers on camera to share their experience with your product/service helping them solving problems, you have yourself a really strong type of video.

Event Videos

As it sounds, it's videos centered around some kind of event. Could be a large conference or a small breakfast meeting.

Expert Interviews

If you have experts available on subjects that has connection to you business it's a perfect opportunity to create videos that share knowledge, build an audience and hopefully also strengthen your reputation as a business leader.


These are the definitions we use internally at Pixigon and it is helpful for us having it in common. There are probably as many definitions as there are articles on the subject but pick the ones you like and use it to make your team even more efficient.