7 Types of Marketing Videos That Drive Results (And When to Use Them)

In a world where attention is hard to earn and trust is even harder to maintain, marketing videos offer a uniquely powerful way to share your story, showcase your impact, and spark genuine relationships.

At 20/20 Visual Media, we believe the most impactful videos start with people. Whether you're explaining a new service or capturing the energy of a live event, the type of video you choose should always reflect what you want your audience to feel, remember, and do next.

Here’s a breakdown of the most effective types of marketing videos we’ve helped our clients create. Explore these real-world examples, best practices, and strategy tips to help you find the right fit for your next project.

7 Types of Marketing Videos to Elevate Your Brand

1. Explainer Videos

Explainer videos help your audience “get it.” They simplify complex ideas and transform abstract offerings into something tangible and clear.  Consider creating a 90-second animation that guides patients through a new medical portal, or a narrated visual tour that introduces your nonprofit’s impact model.

Why they work: In an era of information overload, clarity is a competitive advantage. Explainer videos make it easier for your audience to say yes, because they know exactly what they’re getting.

Best practices: Keep the language plain, the visuals clean, and never forget the CTA. Whether it’s signing up, learning more, or contacting your team, the viewer should walk away with a clear next step.

Example use cases: An explainer video can be used to help a healthcare organization launch a new telehealth platform or showcase how a nonprofit’s new donation model works. 

2. Product Demo Videos

Product demos are your chance to put your offering front and center. These videos don’t just show what your product does—they show how it improves someone’s life. We’ve worked with a range of B2C and B2B companies to create walkthroughs that highlight everything from a product’s time-saving features to ease of use.

Why they work: It’s easier to trust what you can see. Demonstrating a product in action builds confidence and cuts through any skepticism that what you’re offering might be too good to be true.

Best practices: Focus on outcomes, not just features. Use real scenarios, and let viewers imagine themselves using the product successfully.

Example use cases: A SaaS company might use a demo to explain new dashboard features, while a medical device brand could show clinicians exactly how to set up and use new technology.

3. Testimonial Videos

A personal testimonial can change everything. These videos spotlight real people who can speak directly to your organization’s impact. We’ve filmed heartwarming patient stories, inspiring alumni interviews, and compelling partner spotlights—each one capturing the unique personal stories that define our clients’ impact.

Why they work: Viewers may not believe your marketing, but they’ll believe someone who’s been in their shoes. Testimonials provide proof that your brand delivers.

Best practices: Use real locations, not studios. Keep interviews relaxed and conversational. Let the story unfold naturally. The greatest moments are often unscripted. That’s why the team at 20/20 Visual Media is committed to creating an interview process that puts people at ease and encourages even the most camera-shy individuals to share their story.

Example use cases: A testimonial might serve as the emotional centerpiece of a nonprofit’s fundraising campaign or as a trust-building tool on a medical center’s patient resources page.

4. Virtual Tours

Virtual tours offer a powerful first impression. They give viewers a sense of space, tone, and experience when in-person visits aren’t practical. From a sweeping drone shot of a school campus to a slow walk through a new hospital wing, virtual tours can bring your space to life.

Why they work: Environment plays a big role in consumer decision-making. Seeing a space ahead of time builds comfort and trust.

Best practices: Use a combination of wide and detailed shots. Narration or soft background music can help add polish and professionalism.

Example use cases: An event venue could use a virtual tour to showcase its amenities to potential clients, while a nonprofit could offer a walkthrough to rouse enthusiasm from prospective volunteers or donors. 

5. Event Videos

Whether you’re livestreaming a keynote, building hype with a pre-event promo, or bringing it all together in an emotional recap, event videos extend the life of your investment and amplify your message.

Why they work: Events are fleeting. Video preserves the magic and multiplies its reach long after the chairs are stacked and the lights are out.

Best practices: Film both the small moments and the big ones. Candid interactions, speaker soundbites, and crowd reactions tell a fuller story.

Example use cases: A nonprofit could use a recap video to re-engage attendees after a gala, while a company might promote its annual retreat with a high-energy teaser.

6. Thought Leadership Clips

These videos position your team as experts and make your brand more approachable in the process. A good thought leadership clip doesn’t feel like a lecture—it feels like a conversation. We often help organizations speak to their mission in a way that feels natural, grounded, and real.

Why they work: People want to learn from people. Thought leadership builds credibility, fosters trust, and drives organic engagement.

Best practices: Choose topics you and your team know well. Film in a quiet space with good lighting. Keep it short, specific, and sincere.

Example use cases: A consulting firm might share tips from its founder on LinkedIn, or a school leader might outline their educational philosophy in a message to prospective families.

7. Recruiting Videos

Your next hire wants more than a job. They want to know who you are. Recruiting videos give candidates a window into your culture, values, and day-to-day experience. The 20/20 Visual Media team has created recruiting and onboarding videos that showcase employee passion, team camaraderie, and mission-driven work environments.

Why they work: Job seekers are making emotional decisions. A strong recruiting video helps them picture themselves belonging.

Best practices: Let employees share their real stories. Include a variety of roles and voices. Capture moments that reflect your values in action.

Example use cases: Welcome new hires with a message from leadership in your recruiting video, or showcase team culture and values as part of an onboarding series.

The Smart Way to Share Your Video Across Platforms

Even the most compelling video won’t drive results if it’s shown in the wrong place. Choosing the ideal channel for each video ensures your content reaches your target audience in the format they’re most likely to engage with. Here are a few quick rules of thumb:

• Your Website: Place videos near calls to action on your most important pages—think the homepage, service pages, or case studies.

• Email Campaigns: Even a short video can improve click-through rates by up to 200-300% while personalizing your message. 

• Instagram & TikTok: Use short, vertical cuts to drive curiosity and engagement.

• YouTube: Can be ideal for hosting longer content like demos, explainers, and interviews.

• LinkedIn: Share thought leadership and culture clips to attract clients and talent.

Tailoring your video to the platform maximizes its impact and helps you meet your audience where they already are.

Product Demo vs. Testimonial: Which Works Better?

It’s a common decision point in video strategy: do you focus on demonstrating what your product or service does, or do you highlight the people who’ve benefited from it? Both formats can be incredibly effective, but they serve different purposes.

A product demo builds understanding. A testimonial builds trust.

If you’re introducing something entirely new, a demo can help clarify what it is and how it works. If your audience already knows the basics but needs reassurance, a testimonial provides that human, emotional connection.

In many cases, the most effective campaigns use both—leading with clarity, then sealing the deal with credibility.

Achieve Your Video Marketing Goals with 20/20 Visual Media

It all starts with setting goals for your video marketing project. Once you’ve identified what you want to achieve, you’ll be able to choose the right type of marketing video for your project. Ask yourself: what do you want your audience to know, feel, or do? The answer will guide the format, tone, and overall strategy of your video. 

At 20/20 Visual Media, we don’t just hit record. We guide our clients through every step of the process, from setting video marketing objectives to crafting content that connects with your target audience in the right way. We combine technical expertise with a people-focused approach that keeps your organization’s goals front and center.

Let’s create video content that moves your audience and moves the needle. Connect with our team today to learn how 20/20 Visual Media can help you achieve your video marketing goals.