There are so many different types of video content out there. How do you know which one to use, when to use and where to put it? Here’s a comprehensive guide to video that sells.

When creating a marketing video, sometimes it’s hard to see the whole picture. Maybe you know what you want to say, or how you want it to look. If you’re really on top of your game, you may even know what marketing goal you want your video to accomplish.

But something’s missing. And you just can’t put your finger on it.

Once you’ve decided your target audience and marketing goal for your video, the next thing you want to solidify is what type of video content you’re creating. Are you creating a product demo? Or a vlog? Maybe you want to strengthen brand awareness by showcasing your company culture. The options are seemingly endless!

To simplify things, we’ve designed a comprehensive guide to the 11 types of video content that sell. Plus, you’ll see how the different types of video content are marked by the ideal phase in the customer lifecycle, as well as recommended distribution channels and more.

1. Explainers

Explainer videos are a fantastic place to start because they provide a high-level overview of the problems you solve for your clients. Examples include videos that tell the story of how you got started or what sets you apart from your competition. You can also explain how your onboarding process or product/service works.

• Funnel Stage: Awareness
• Target Length: 2 minutes
• Production Quality: High
• Best Distribution Channels: Website

2. Promos

Promo videos are an obvious one, but it’s important to be intentional about using them — or you run the risk of missing the mark. If you’re shooting an explainer video, for example, you don’t want to cross over too far into promotional territory, or the viewer may feel “too sold” before they even get a chance to learn about your company. Promos are great to deliberately and intentionally highlight marketing campaigns, product or service launches, events and more.

• Funnel Stage: Awareness
• Target Length: 1 minute
• Production Quality: High
• Distribution Channels: Website, Email, Social

3. YouTube

YouTube has become such a big deal that it has its own set of rules in many ways. If you’re looking to attract affiliate relationships or advertising opportunities from your video content, then you’re dealing with a slightly different animal. YouTube videos should be designed to attract viewers to your channel, keep viewers on your channel, and most importantly, reach more viewers all the time. You can also use your channel to drive viewers to your website.

• Funnel Stage: Awareness
• Target Length: 1 minute
• Production Quality: High
• Distribution Channels: YouTube, Website, Email, Social

4. Vlogs

Here’s where the personal side of business shines. Vlogs can be silly, more casual or a little off the cuff. You can also play around with unscripted content in vlog form. It’s a fantastic way to showcase your blog content — and really get that cross-promotion game going strong.

• Funnel Stage: Awareness
• Target Length: 3 minutes
• Production Quality: Average
• Distribution Channels: Blog, Social, YouTube

5. Social

Videos specifically designed for social media perform better. Yes, it’s great to repurpose video by publishing it on your social channels, but when you start out with social in your mind, it comes across to your viewers. Use social media videos to drive engagement on your channel, increase brand awareness, show people how you work, or share a message with your followers.

• Funnel Stage: Awareness
• Target Length: Average
• Production Quality: 1 minute
• Distribution Channels: Social

6. Webinars

Alright all my overachievers, webinars require a little more preparation and coordination that something like a social video, but they also capture an active, interested audience. With a webinar, you can educate your clients and establish thought leadership or authority in your market. This is an excellent choice if you speaking, consulting or authorship are in your business plan.

• Funnel Stage: Awareness / Consideration
• Target Length: 30 minutes
• Production Quality: Low
• Distribution Channels: Website, Email, Landing Pages

7. Product Demos

This is one of the most commonly used types of video content — mostly because it’s an obvious one and it targets viewers at a deeper level in the customer lifecycle. Product or service demos feature what you have to offer and can explain functionality. These are also great for businesses that offer something that’s relatively new, unheard of, or confusing. Get your potential customers to picture what it’s like to be yours with a product demo.

• Funnel Stage: Consideration
• Target Length: 3 minutes
• Production Quality: High
• Distribution Channels: Website, Email, Social

8. Customer Stories

While you might know these as testimonial videos, we prefer the language “client story” because it paints a different picture. With this type of video content, try to focus on the client and what they gained. How did their lives change? You and your business should almost be the afterthought. Yes, it’s a testimonial about your business, but primarily, it should tell the story of the people you help. Focus on the customer, and the customer will focus on you.

• Funnel Stage: Consideration / Decision
• Target Length: 3 minutes
• Production Quality: Average to High
• Distribution Channels: Website, Email, Social

9. Culture Capture

Especially in today’s world, people buy with emotion. They want to know how you treat your team, run your business and make approach growth. They want to connect with you and know what you stand for. That shift is showing no sin of slowing down, making videos that showcase your company culture all the more attractive to prospects.

• Funnel Stage: Decision / Retention
• Target Length: 2 minutes
• Production Quality: Low to Average
• Distribution Channels: Website, Social, Email

10. How-Tos

While how-to videos can cover a wide range of topics, we’re referring to them here as a way to explain how your business works. A video that covers your onboarding process, for example, helps customers feel more comfortable and aware while doing business with you. It can also be used to target prospects and get them thinking about what it’s like to work with you. Then your battle is halfway won.

• Funnel Stage: Consideration / Retention
• Target Length: 3 minutes
• Production Quality: Average
• Distribution Channels: Website, Email, Social, Internal

11. One-on-One Personal Messages

A rare but effective choice, a one-on-one personal video message can really show clients, or even prospects, how much you care. You can create an impromptu video by using Facebook Messenger, and send a quick hello, thank you or follow-up. They’re more likely to view and engage with the video because it’s personalized, and using a one-on-one form of communication makes it all the more personal.

• Funnel Stage: All Stages
• Target Length: 1 minute
• Production Quality: Low
• Distribution Channels: Email, Social

About Our Santa Clarita Business Videos

SchlickArt Business Video Sessions are story-driven films about your business, non-profit, product or service. Our goal is to discover your ‘why’ — the true reason you do what you do. Our specialty is telling stories, and we believe communicating your story is the best way to build your brand. We can’t wait for you to see how the world notices when you take the time to tell your authentic story.

About SchlickArt Photography and Video

SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.