Eight Types of Video for Marketing in 2020

Oct 6, 2020 | Agency Blog, Digital Media

If 2020 has taught us anything, it’s that you can’t plan for the unplannable.

Our world has turned upside down. If you work in the world of marketing, you might be thinking that your content calendars are about as good as the annual planner that my husband bought me for Christmas. So let me be a ray of reassurance by telling you something I know will hold true: there are (at least) eight types of video for marketing success in 2020.

Even though our physical plans (and travel plans … ugh) have been scrapped, it doesn’t mean that we can’t still be virtually present with our clients. Planning might just require you to think outside of the box that you’re used to playing in, and to start thinking in virtual terms. Understanding the power of video and knowing how to harness it for your business might be the difference you’ve been looking for.


Venturing into video doesn’t have to be so scary.

I think a misconception to this whole video thing is that you need to be a pro … or you’re too late in the game to get started.

Shoot, if Zoom taught us anything, it’s that you don’t have to be first on the scene to become the top dog (hello, Skype, are you there?). You just need to have a willingness to learn a new tool. 

Before we dive into the different types of video that you can use, let’s talk about some creative ways that industries have pivoted to using video as their, sometimes only, communication technique. 

I applaud the innovation of schools that have turned into virtual classrooms (shout out to all the parents who know this firsthand), churches that have switched to live streaming their services, national morning shows that have given the news from their homes with the help of streaming technology, and even restaurants that have had their mixologists teach viewers how to properly make an Old-Fashioned.


There are essentially eight types of videos for business (for the sake of this blog at least).


An explainer video is a short, powerful video that captures your brand promise and shows potential customers what you do and why they should care. Think of it as an elevator pitch in video form. 60-90 seconds


A promo video is designed to promote something: a content asset, a product, a service or a brand. Promo videos, or hype videos, are like movie trailers for businesses. 30-60 seconds


A demo video is a practical exhibition of how something works. Short for “product demonstration video,” they can take a couple of forms including a high-level overview, pre-recorded demo or live demonstration. 2-5 minutes


A how-to video shows the viewer the steps they need to take to complete a task, in logical order. How-to videos use visuals and audio or text instructions to communicate the process clearly and concisely. They are incredibly popular content online. 2-10 minutes

Case Studies

A case study video tells the story of how a real customer uses your product to achieve a goal. Case study videos illustrate the value of a product by providing third-party validations from real people enjoying its benefits. Testimonials play a huge role in creating successful case study videos. 5-10 minutes


The purpose of a culture video is to highlight your brand’s culture and personality for prospects, customers and potential employees. Culture videos help tell your brand story to get people excited about doing business with you. 2-4 minutes

Thought Leadership

A thought leadership video establishes expertise, shares knowledge and increases influence. Thought leadership videos are a great way to share a point of view and build credibility with an audience. 10-15 minutes


A webinar is an online seminar. As such, they tend to be educational in nature. This can take a few different forms, including prepared lectures, panel interviews or live Q&A sessions. 15-60 minutes


Each type of video can be made at varying production levels and used in many different ways.

Some work best when they’re more polished (explainer, promo, case studies), while others can shine when they’re scrappy (thought leadership, how-to, webinar, culture, demo).

You don’t need to wait until you have everything in place to produce excellent content, you just need to start. And honestly, right now, your budget might be tight and all you have is your phone and a tech-savvy niece who knows how to navigate “the YouTube.” Luckily for you, that will work just fine today, but don’t discount the quality and return on your investment that professionals can provide to take your production to the next level.

With virtually endless possibilities, how do you decide which of the eight types of video for marketing will work best this year for your organization?  That’ll depend not only on what goal you want to achieve, but also on the amount of time, energy and resources you have to produce it. But your trusted marketing agency (that’s us) can help navigate this with you.


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