# Learn how video content enhances your marketing | Capterra > Learn how video content enhances your marketing | Capterra Source: https://www.capterra.com/resources/types-of-video-content --- Small Business Digital MarketingMarketing # Exploring Different Types of Video Content and Their Benefits Written by: David J. Brin David J. BrinAuthor David is the Managing Partner for the Code Ninjas franchise responsible for the Baton Rouge, LA market, where he facilitates the education of youth in progra... [See bio & all articles](https://www.capterra.com/resources/author/david-brin/) and edited by: Caroline Rousseau Caroline RousseauEditor Senior Content Editor Experience As a senior content editor, and formerly as a content analyst, at Capterra, I have been crafting, writing, and refining rese... [See bio & all articles](https://www.capterra.com/resources/author/caroline-rousseau/) Published May 25, 2023 | Updated on October 9, 2024 20 min read Table of Contents - [What is video content and why is it important?](#what-is-video-content-and-why-is-it-important) - [What are the most popular video content types?](#what-are-the-most-popular-video-content-types) - [How to choose the right video content format](#how-to-choose-the-right-video-content-format) - [How can you leverage video production services and software](#how-can-you-leverage-video-production-services-and-software) - [Leverage video content to support your marketing strategy](#how-are-you-leveraging-video-content-to-support-your-marketing-strategy) ## Discover the key benefits and examples of video content Video content is a highly versatile marketing tool that can be leveraged across various channels in order to support your overall marketing goals. Video is an extremely effective tool for small to midsize marketing and brand professionals and business leaders in their efforts to communicate information to audiences visually in order to raise brand awareness, engage potential customers in your sales funnels, or educate audiences about topics.  Read on to discover more about video content, the types that can be leveraged in your marketing campaigns and the benefits of each, how to decide which type of content suits your needs best, and whether you should leverage a video production company or a video production software in your strategy.  ## What is video content and why is it important? Video content adds a dynamic and interactive component to otherwise static content. Video is a useful tool for conveying product or service information to potential customers. When properly formatted and supported with the proper metadata, such as search terms, video descriptions, and other SEO elements, video content can help boost small to midsize businesses’ SEO and SERP performance, providing an increased competitive advantage in spaces where competitors aren’t leveraging video content as effectively, if at all. ### The importance and benefits of video marketing Incorporating video content into your overall marketing content strategy can offer a number of benefits to your business that allow your company to keep pace even against your fiercest competitors. - Increase your revenue through targeted and persuasive video content designed to encourage engagement and maximize brand visibility and awareness - Influence purchasing behavior through informative and educational video content designed to inform your audience and demonstrate products. According to Capterra’s 2023 Tiktok and Viral Videos for SMBs Survey,\* 50% of marketing professionals feel that video facilitates consumer’s retention of information, meaning that videos will have a more lasting impact on purchasing behavior than an article or blog. - Consumers actively seek out informative and educational content across their social media channels and the websites of the brands they are interested in, so incorporating video content can fill a very specific and important gap for potential buyers in the purchasing journey and help in the conversion process. - Video content, when properly formatted and deployed, is a powerful tool for driving organic search traffic to your website from both search engines and social media platforms.  - Videos are highly shareable forms of content and a strong, organic method for building strong backlinks with high-authority sites, which in turn helps boost your own SEO and SERP performance. - When shared in the correct channels, such as social media, video content becomes a viral product that boosts visibility of your brand with the demographics you’re targeting with little effort or investment of your own. This is especially true for the 57% of marketing professionals who feel that videos provide improved access to younger audiences in social channels who are difficult to reach with alternative marketing tactics. - While video content can be deployed as a stand-alone marketing asset, videos are also effective at enhancing other marketing strategies. Incorporating video into an email campaign, for example, boosts engagement and click-through-rates (CTR). - Storytelling is an increasingly important tactic in content marketing that relies on the ability to connect with consumers at an emotional level. When exploring the benefits of video content, 44% of surveyed marketing professionals feel that videos are powerful vehicles to share your brand story with your audience because videos are an effective method for conveying messages in an emotionally engaging way. ## What are the most popular video content types? The challenge of properly leveraging video content to support a comprehensive content marketing strategy lies in the myriad of format and capability choices. How do you decide what type of video you should produce?  While professionally produced video can sometimes be expensive and challenging to create, it can inform prospects about your business, products, and services and let you reach different audiences across various marketing channels, among other benefits. For example, you can post different types of videos on your website pages and landing pages or invest in social media video production. Alternatively, upload different types of videos to a video-sharing website like YouTube and embed them into emails and other marketing materials.  When considering your options, consider how the various formats and approaches to video content will align with your overarching digital strategy, brand narrative, and voice. ### Marketing videos Video-focused content marketing involves creating videos that promote your brand and its offerings to potential customers. Marketing video content examples include explainer videos, product videos, industry videos, and other types of video content that inform, educate, or entertain your audience.  #### Crafting the right marketing content for your audience Producing marketing-aligned video content involves defining your target audience and learning the video production types they are likely to respond to. You can then plan the topics you want to include in your videos and either produce them in-house or use a video production agency to do your hard work. If you create your own videos, you will need equipment like a camera, microphone, and the right lighting.  #### What type of marketing video serves your needs best? Marketing videos might have a storyline format or include someone from your company, perhaps your CEO, talking about your products and services. Other videos for marketing include infographics or animations with a voiceover talking about a topic, such as how your company offers customers a unique service they can't find anywhere else. #### Marketing video content that performs across the marketing funnel When it comes to content marketing, your team should be leveraging tactics and strategies that deliver the best results for your brand, and videos are a proven commodity. Video marketing content has been proven to be so effective that, according to Capterra’s 2023 TikTok and Viral Videos for SMBs Survey, 81% of marketing professionals whose companies run video advertisements on social media say their company has experienced a positive return on investment (ROI) in the last 12 months. The type of marketing video you decide to use depends on the stage in the sales funnel at which you expect prospective customers to view them.  - You can utilize them at the lead nurturing stage to increase awareness about your offerings and engage with customers.  - Alternatively, you can use marketing videos when leads are ready to convert into customers. Encouraging viewers to take specific action at the end of the video—such as signing up for a free service or purchasing a product—can increase conversion rates. Survey data revealed that, of the various channels across the marketing funnel, 86% of marketing professionals whose companies run video advertisements on social media feel that paid advertising video content leveraged on social media platforms is moderately or very valuable.  ### Product videos Product videos tell your audience about a product you sell. Producing these videos involves figuring out the product features you want to include in your content and how you will showcase these features to your audience. For example, a video about a new television might inform viewers about its picture quality, audio quality, dimensions, and user-friendly interface. Product videos increase awareness about your offerings, which can result in higher conversions and sales.  Product videos tend to be short, usually a few minutes. That's enough time to increase awareness about your product and engage with potential customers. These videos are usually shorter than explainer videos, which tell an audience how to use a particular product. Product videos, therefore, are promotional rather than informative in nature. #### Product videos aren’t commercials However, it's important to note that product videos are not commercials. The latter typically have a bigger budget and are shorter than product videos, usually lasting 30 seconds or so, and drive an emotional connection with the person watching them via a strong narrative. Because they are longer, businesses can use product videos to communicate additional information about specific products that can’t be conveyed in a conventional commercial. #### Getting the most value out of your product videos Product videos are incredibly useful for framing information about your products or services in a way that solves the viewer's pain points. For example, a company that manufactures televisions might create a video showing how their televisions makes life easier for users by easily connecting to the internet in order to access streaming services. This is such an effective tactic that 74% of marketing professionals whose companies post organic video content say their company features product or service demos in their organic video content.  ### Business/informational videos Business videos inform the target audience about specific aspects of your business rather than a particular product. This can include promotional videos designed to communicate recent developments at your organization to an external audience, such as an acquisition, or your company's values, mission statement, or culture. Alternatively, these videos might cater to an internal audience, such as employees. Training videos, a subset of business videos, help team members improve at their jobs by learning different skills. The benefits of producing informational videos include increased awareness about your business and improved learning outcomes. #### Match your distribution channel for informational videos to the target audience Depending on your audience for business videos, you might post this content on your website or invest in social media video production to engage with potential and existing customers on websites like Facebook. For example, you might upload a video on social media about a company development you want the world to know about. Alternatively, you might keep business videos in-house and post training content or sensitive business materials on your intranet or internal channels.  #### Use business videos to provide insight into your organization Business video production involves different members of your team. External videos that showcase your company to customers require marketers who can define your objectives and target audience. Internal training videos involve HR professionals that can help you communicate information to employees and improve compliance with legal frameworks in your industry. ### Brand videos The versatility of video content makes it a powerful brand marketing tool. When asked the benefits they saw in using brand video in campaigns, 50% of marketers surveyed say one of the biggest benefits of using video content is increased positive brand reputation, while 41% say its increased brand or product awareness, and 36% say one of the biggest benefits is that video content positions the brand through SEO-related metrics, thus pushing your brand to the forefront in your service niche. #### Brand videos reveal your company’s core driving values A brand video focuses on communicating your company's values, mission, and culture to both internal stakeholders or existing and potential customers. For example, you might want to produce a video for new hires in your organization about how your company values diversity, equity, and inclusion (DEI), while using another customer-facing brand video to highlight community involvement. The benefits of brand videos include a greater audience understanding of your brand values and what your company stands for.  #### Aligning brand videos with consumer values creates value Brand video production for external audiences like potential customers can also be valuable. For example, you might want to create a video that explains your commitment to local good causes or your passion for the environment. Consumers prefer brands with aligned values and corporate purpose. Making types of video production that showcase your obligation to social issues can help you connect with your audience on a deeper level and increase awareness about your company.  #### Brand videos leverage emotional connection Unlike other types of business videos like training videos, brand video content benefits your audience by creating an emotional connection. These videos might tell viewers about your brand's purpose and why it cares. That can be difficult to communicate in content, so many businesses use third-party video marketing agencies to create brand videos for them. ### Industry videos Engaging with trends and challenges in your industry can be a great way to cash in on consumer attention. In fact, while 86% of marketing professionals whose companies post organic video content say their company posts original video content on social media, 63% of the same cohort posts videos based on trending hashtags, and 49% post videos based on trending challenges.  #### Stand out in crowded industry channels with informative industry videos Effective industry videos balance the need to inform audiences about an aspect of your industry, such as developments and trends in your niche, against engaging customers and increasing awareness about your company. Ultimately, though, the primary focus of industrial video production is to educate your audience. Industry video content examples include thought leadership videos and other types of video content that talk about recent goings-on in your industry. The benefits of industry videos include the ability to increase credibility and authority with your audience.  #### Show your expertise with well-researched industry videos Industrial video production involves a great deal of research. You might cite findings from a recent study or whitepaper in your niche and include data visualizations like charts and infographics to convey important insights. Your video might have a voiceover that explains industry developments and trends or includes a piece-to-camera from an established authority figure in your business, such as your CEO. ### Educational videos Educational videos focus on educating your audience. Unlike industry videos, educational videos feature content around a specific topic rather than an industry development or trend. When exploring the prevalence of various types of marketing video formats, 57% of marketing professionals that post original video content said they leverage how-to videos across digital platforms. Additionally, among marketing professionals whose companies post organic video content 50% said they feature tutorials or tips and tricks in their video content to attract traffic.  These videos can help you teach skills to an internal or external audience, depending on your learning objectives. Educational videos might include lectures with slides or interviews with instructors. The benefits of producing these video types include improved learning engagement and participation. #### Educational videos can be used to generate revenue and visibility You can charge external audience money for educational videos or allow people to access them for free. These videos are rarely promotional but might include a call-to-action (CTA) at the end that encourages an external audience to access paid-for resources such as an online course or a service or product that aligns with the educational topic. ### Explainer videos Producing explainer videos are a popular method for helping potential customers use a product or service that are posted on social media on average by 76% of marketing professionals whose companies post original video content on social media. For example, you can communicate how to install a new software tool and utilize its features.  #### Explainer videos are short, simple, and straightforward Explainer videos are short, typically under 10 minutes, and provide a primer on a learning topic. Viewers can access more information about using a product by accessing your website's tutorial documents and FAQs. The benefits of explainer videos are improved customer service and engagement. Explainer videos are rarely promotional because they cater to customers who have already purchased your product. These videos tell your audience how to get more value from your offering rather than raising awareness about your company.  #### Use explainer videos to drive lead conversion Explainer videos can also drive conversions when consumers watch them before purchasing your product. For example, a potential customer, still in the lead nurturing phase, might see how easy it is to use a software tool in an explainer video and then sign up for a trial. ## How to choose the right video content format In breaking down each of the video formats above, we included insight as to when you might use each in a real-world marketing capacity. In a general sense, you should create video content according to four primary guidelines. ### Align video type with goals When deciding to integrate video content into a marketing campaign or digital content channel, it’s important that the type of video you choose aligns with the goals you’ve set out. Making sure you use the proper video content to boost brand awareness or establish brand authority is just as important as production value.  Goal alignment includes ensuring the type of video chosen will achieve any KPIs that have been established. When leveraged across social media, as part of Google Ads, or in other digital channels, marketers are generally able to track and analyze video content engagement metrics. ### Understand your audience Audience demographics matter when it comes to video content. The type of videos and the tone and approach you use in a video to engage with Gen Z is not the same approach used to market products to other generations. Making sure that you make your content resonate with your target audience is a great way to increase engagement. ### Consider platform and device Each social media platform and marketing ad type has limitations as to how long content can be and what format the video should be shot in. Formatting considerations, depending on the device and distribution channel, include video resolution, vertical or horizontal framing, and video aspect ratio of the width versus the height of the video. From a content perspective, platform and device impact the length of the video and what type of content you should create. Videos made for TikTok will be completely different than videos you might leverage in a display ad through Google Ads. Similarly, consider the devices users might be accessing specific platforms through. Create one tier of video content formatted for users who might be accessing Facebook or your website on a desktop or tablet, and another tier for users who might be accessing Instagram or TikTok on a mobile device or smartphone.  ### Prioritize the format that will make your video content the most engaging Consider your audience and the distribution channel when creating video content. For example: - Younger users on TikTok or Instagram are used to short, creatively entertaining content heavily featuring music, text layovers, and other filter effects.  - Your audience on Facebook and YouTube are more apt to be seeking out how-to and product videos demonstrating the use and benefits of products and services. Live videos on either of these platforms are very powerful engagement tools brands can use to increase visibility and introduce a sense of urgency into their video marketing strategy.  - LinkedIn and Instagram are strong platforms for brand building and sharing insight and behind-the-scenes looks at your business to humanize your brand through transparency and increase engagement and loyalty with your audience. Instagram stories are an especially effective method for sharing and engaging with your community of followers. ### Treat video content as a modular marketing tool Further consider how versatile long-form video content can be broken down into multiple video formats, each segment serving a different purpose in the marketing sphere. You can segment out a 30-second video from a long-form conference presentation that highlights how your product can be used to solve specific problems and leverage that short-form snippet on TikTok or X to drive traffic back to a landing page featuring the longer presentation.  The ultimate goal is to make sure that you’re telling the right stories on the right platform. When in doubt, follow and adapt trends to your brand, giving content your audience is familiar with a unique spin and helping them to attach your branding to content that is already top of mind. ## How can you leverage video production services and software Small to midsize businesses see tremendous results from the use of video content in their overall marketing strategy. However, depending on the size of your organization, your revenue stream, your business model and niche, and other factors, you have to decide whether you’re going to produce your video content in-house using video production software or outsource video production to a third-party video production services provider.  ### Video production software If your organization has either the in-house talent and resources or the revenue stream to acquire the same and an active enough demand for video content that it makes sense to produce your videos in-house, then video production software is a good fit for your business. Video production software allows you to: - Retain creative control over your video content, ensuring it aligns with your strategic goals as well as your business culture and the expectations of your customer base. - Maintain oversight over the production cycle and timeline as well as being able to maintain control over the production budget. Video platform services (VPS) are fantastic tools for supporting video asset deployment. The integrated tools, services, and workflow management processes allow data driven organizations to track video performance across your digital landscape. They are useful for prioritizing cost optimization and help with establishing monetization opportunities.[\[1\]](#sources) ### Video production services provider There are a myriad of reasons for a small to medium sized business to consider using an agency specializing in video production to fulfill their need for video content, but often it’s a combination of lacking resources, staffing, and skills leading businesses to consider hiring a service provider. You should consider an agency because of the benefits such a partnership can provide:  - Hiring an agency to take on the workflow keeps your staff free to focus on core business processes.  - Agencies maintain highly skilled staff and license a wide range of industry leading video production tools. The access to skill and expertise combined with better production tools ensures your brand will be provided with high quality, high performing video content. - Video production studios help with project time management and introduce a high degree of flexibility into the video production process, allowing client businesses to scale video production output to meet current needs without breaking the bank by having to maintain in-house production teams and tools. ### Research the best video production process for your brand You don’t have to make the decision between these two video production strategies in the dark. Consider leveraging Capterra’s relevant directories in order to shine a light at which approach to video marketing production will support your video editing and production needs. - [Video Making Software](https://www.capterra.com/video-making-software/) - [Video Management Software](https://www.capterra.com/video-management-software/) - [Video Editing Software](https://www.capterra.com/video-editing-software/) - [Video Marketing Software](https://www.capterra.com/video-marketing-software/) ## How are you leveraging video content to support your marketing strategy? Video content is a powerful tool for engagement and driving profitability when properly deployed across social media platforms and digital marketing channels. Through this guide, you should now have a better understanding of how video content enhances the customer experience and provides engaging paths towards educating and informing your target audience about the benefits and opportunities made possible using your product or services. As you consider whether you will be leveraging video production software or partnering with a video production service provider in order to roll out video marketing content, you can explore these Capterra resources to gain additional insights into how best to deploy and utilize video content across digital assets:  - [What is an Explainer Video?](https://www.capterra.com/resources/what-is-an-explainer-video/) - [How To Develop a Video Production Budget](https://www.capterra.com/resources/video-production-budget/) - [What Is Video Content Marketing, and How Can It Grow Your Business?](https://www.capterra.com/resources/what-is-video-content-marketing/) - [Is Your Business Ready for Video Editing Outsourcing?](https://www.capterra.com/resources/outsource-video-editing/) - [How To Build a Video Marketing Strategy From the Ground Up](https://www.capterra.com/resources/how-to-build-video-marketing-strategy/) * * * **Survey methodology** \*Capterra’s 2023 Tiktok and Viral Videos for SMBs Survey was conducted in May 2023 among 971 Full-time employees ages 18 to 65 years old. Respondents must work within the marketing or executive management departments and perform social media content creation/management, paid ad or digital marketing tasks and create video content. In addition, their companies must use at least one social media platform for posting business videos and publish organic content and/or distribute paid commercial videos on social networks.  Sources 1. [Market Guide for Video Platform Services](https://www.gartner.com/document/4918931?ref=solrAll&refval=423053331&), Gartner * * * ### Was this article helpful? * * * ## About the Authors [### David J. Brin](https://www.capterra.com/resources/author/david-brin/) David is the Managing Partner for the Code Ninjas franchise responsible for the Baton Rouge, LA market, where he facilitates the education of youth in programming, game design, and STEM education fundamentals. A lifelong learner, David combines a passion for strong business practices and solid marketing strategies honed throughout his 20-year career in the food and beverage industry with his desire to share those best practices with other business owners to create content for Capterra. When... [### Caroline Rousseau](https://www.capterra.com/resources/author/caroline-rousseau/) After three years of building surveys, analyzing data, and writing her own research, Caroline has been a senior content editor since 2022. Her previous experience as an analyst converged into a skill set that allows her to help her peers develop and produce compelling content about today’s business matters. ### RELATED READING - [Marketing ROI: Prioritizing Your Next Sales and Marketing CRM Investment](https://www.capterra.com/resources/marketing-roi-strategies/) - [How Integrating Email Automation With CRM Systems Boosts Customer Engagement](https://www.capterra.com/resources/integrating-email-automation-with-crm-systems/) - [How to Develop an Omnichannel Marketing Strategy for Customer Engagement](https://www.capterra.com/resources/crm-omnichannel-marketing-strategy/) - [CRM cloud vs. on-premise: Which is better for your business?](https://www.capterra.com/resources/crm-cloud-vs-on-premise/) - [CRM Data Management Explained: From Clean Data to Customer Insights](https://www.capterra.com/resources/crm-data-management/) - [Capterra Sales and Marketing Trends 2026: CRM and AI Adoption Requires Strategic Implementation and Integration](https://www.capterra.com/resources/sales-and-marketing-software-trends/) - [Email Marketing Trends: What SMBs Need To Know To Boost Campaign Performance](https://www.capterra.com/resources/email-marketing-trends/) - [What Are the 8 Types of Digital Marketing?](https://www.capterra.com/resources/types-of-digital-marketing/) - [A Marketing Pro’s Tips for Building a Loyal Email Audience](https://www.capterra.com/resources/email-marketing-tips/)