The 7 Types of Marketing Videos

Good communication is a key factor to success, regardless of field, profession or project. Two great enablers of good communication are a shared vocabulary and well-defined key concepts.

So, before you launch into an intense discussion as to whether your business should go for an Explainer or a Demo video, spend a moment familiarising yourself with the definitions we’ve listed below.

Another thing to consider in addition to the type of video you want to make is the style you want to make it in, so we’ve written a separate article covering style which you can read here.

Explainer Videos

This is the type of video we typically suggest you create first and is often placed on your homepage. It is used to help your audience better understand why they need your product or service.

One of the common methods an Explainer video uses to do this is to focus on a fictional journey made by a core buyer-persona who is struggling with a problem. This person overcomes the problem by adopting or buying the business’s solution.

Brand Videos

A Brand video is more free-form than an Explainer video and is used to build awareness around your company or brand. This could be a good option if you don’t yet have a specific video for a particular product or service.

Demo Videos

It’s as obvious as it sounds: a Demo video demonstrates your product or service. It should be informative but still pleasant to watch.

Tutorials or How-To Videos

A little more in-depth than a Demo video, this type of video can be used by your customer success team to educate users and relieve some of the burden from the rest of your organisation..

Case Study and Customer Testimonial Videos

If you're able to get real customers on camera to share their experience of your product or service helping them solve their problems, then you have a really potent marketing video — there’s simply nothing better than a satisfied customer’s direct and personal recommendation.

Event Videos

As the name suggests, an Event video is centred around some kind of event. It could be anything as large as a conference or as intimate as a breakfast gathering.

Expert Interviews

If you’ve got an expert on hand, use them! An expert that has a connection with your business or the problem you solve will give valuable credence to your brand. By imparting their specific knowledge they can help you build an audience and strengthen your position as a leader in your field.


These are the definitions we use internally at Pixigon and we find them useful, but there are probably as many definitions as there are articles on the subject, so please make sure to use definitions that make sense to you and your team.

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