10 types of videos you can use in your marketing strategy

Videos matter. And the data in 2025 backs that up more strongly than ever.

93% of businesses report that video marketing has delivered good ROI in 2025, the highest figure ever recorded, according to Wix's annual video marketing statistics report. 95% of marketers now consider video a crucial part of their overall strategy, up from 88% in 2024. And video content is projected to account for 82% of all global internet traffic by 2025, according to Cisco. If you are not yet using video in your marketing, you are increasingly in the minority.

The shift is not just about volume. Short-form vertical video has become the dominant content format across social media. Short-form video ad spending hit $111 billion in 2025 and is projected to reach $145.8 billion by 2028. 64% of consumers say they are more likely to purchase a product after watching a short video about it. And the average person now spends over 80 minutes per day watching short-form video content.

See our guide on five reasons why your business should consider creating more video content, and our breakdown of which video platform is best for marketers.

If you are getting into video creation for your brand and are not sure where to start, the following are 10 types of videos you can use in your marketing campaigns, updated with the latest data and platform context.

Educational videos

"How-to" searches remain among the most popular queries on YouTube, the world's second-largest search engine with 2.7 billion monthly active users. Educational videos answer a question, explain a concept, or teach a skill your target audience is actively searching for, which makes them one of the most discoverable video types available.

This format provides information about a topic that helps the viewer become more knowledgeable. A hair salon might post how to do a French braid. A software company might explain how to use a specific feature. A financial advisor might break down how to read a balance sheet. Educational videos work especially well on YouTube and as website content, where search intent is highest. Companies using video grow their revenue 49% faster year-over-year and generate 34% higher web conversions than those that do not.

For guidance on which platform to host your educational videos, see our guide on the best video platform for marketers and our post on 20 tips to grow your YouTube subscribers.

Short-form videos (Reels, Shorts, TikToks)

Short-form vertical video is now the single most impactful video format in digital marketing, and it has grown significantly enough since this article was first published to deserve its own entry. TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels have fundamentally changed how consumers discover brands, products, and services.

Videos under 90 seconds retain 50% of viewers until the end, double the rate of long-form content. TikTok leads short-form engagement at an average of 2.80% to 3.15%, while Instagram Reels achieve a 30.81% average reach rate, the highest reach of any Instagram post format. YouTube Shorts now generates over 200 billion daily views and has a 5.91% engagement rate. 63% of consumers say they prefer short video over any other format for learning about a product or service.

The key principles for short-form success: lead with a strong hook in the first two to three seconds (71% of viewers decide whether to keep watching within the first few seconds), keep captions on (85% of short-form video is watched without sound), use vertical 9:16 framing, and post natively to each platform. Repurposing one short-form video across TikTok, Reels, and Shorts simultaneously is one of the most cost-effective content strategies available.

Product videos

Product videos show potential customers what a product looks like, how it works, and what benefits it delivers. This format directly addresses the three questions every buyer has before making a purchase.

87% of people say they have been convinced to buy a product or service after watching a video about it. Adding a product video to a page can reduce product returns by 35% by helping buyers make better-informed decisions. Shoppable videos, which link directly to product pages, can enhance conversion rates by up to 30% compared to standard video ads. This type also creates natural offshoots: product teasers and sneak peek videos are highly shareable and effective for building pre-launch excitement on social media.

360-degree experiences

360-degree video gives consumers as close to a virtual reality experience as possible. Viewers can navigate the perspective in any direction, creating an immersive sense of physical presence.

This format is especially powerful in real estate, hospitality, retail, and automotive, where the physical experience of a space or object is central to the purchase decision. Real estate listings with 3D or 360-degree virtual tours receive 87% more views than listings without them, according to Matterport data. Businesses can also embed 360-degree experiences in their Google Business Profile, giving potential customers a virtual look inside their location before they visit. As virtual reality headsets and AR features have matured, 360-degree video has become easier to produce and more widely supported across platforms including YouTube, Facebook, and Meta's Quest ecosystem.

Company-culture videos

Company-culture videos are similar to brand videos but serve a specific dual purpose: attracting potential customers and attracting potential employees. They offer a window into what your company is actually like to work at: the people, the values, the environment, and the energy.

This format has become increasingly important as job seekers rely heavily on company reputation before applying. LinkedIn is the natural home for company-culture content, particularly since 97% of LinkedIn videos are posted in vertical format. Behind-the-scenes clips, employee spotlights, office tour videos, and team event footage all perform well. Authenticity matters more than production quality here: genuinely unscripted moments build more credibility than polished promotional pieces.

Testimonial videos

Testimonials are a cornerstone of any smart marketing strategy, and on video they become dramatically more persuasive than their written equivalent.

77% of viewers say they were convinced to buy after watching a testimonial video. Video testimonials generate 2.7 times more purchase decisions than written reviews, and analysis of 8,500 A/B tests found that video testimonials deliver a median 34% increase in conversion rates. An often-surprising finding: videos with minor imperfections score 23% higher on authenticity than perfectly polished productions. Customers filming a quick testimonial on their phone, speaking naturally and without a script, often outperform expensive studio productions.

Ask your most satisfied customers to record a short video sharing their experience. Keep the ask simple, provide a few prompts (not a script), and offer an incentive if needed. Place testimonial videos on landing pages, product pages, and in email campaigns. Email marketing featuring video sees 2x higher click-through rates, and including the word "video" in an email subject line can increase opens by 65%.

FAQ videos

FAQ videos are closely related to educational content, but with a specific purpose: addressing the most common questions your prospects and customers already have about your business, product, or service.

This format is both practical and SEO-valuable. Video answers to frequently searched questions can appear in Google's featured snippets and video results, driving organic traffic to your website. FAQ videos also reduce friction in the sales process by proactively addressing objections and concerns before a prospect has to ask. A series of short FAQ videos on a product or service page gives hesitant buyers the reassurance they need to take the next step. Consider structuring each FAQ video around a single specific question rather than cramming multiple questions into one video, which makes them easier to find through search and easier to repurpose on social media.

Brand videos

Brand videos are built for awareness. They tell the story of who you are, what you stand for, and why it matters. Often used in paid advertising campaigns, this format aims to make people care about your brand and your message rather than selling a specific product.

Video content improves brand recall by 95% compared to 10% for written text. That gap is the core argument for investing in brand storytelling through video. A strong brand video does not need a large production budget. Many of the most memorable brand videos are shot simply and driven by a clear, emotionally resonant message. The goal is to make a viewer feel something about your brand, because feeling precedes buying.

For guidance on sharpening your brand messaging before you script, see our post on leveling up your content marketing strategy.

Instructional videos

While educational videos broadly increase knowledge about a subject, instructional videos take a more specific step-by-step approach. Think of them as your written instruction manual reimagined as a visual experience.

98% of people have watched an explainer or instructional video to learn more about a product or service. This format is especially valuable for software, technology, and any product with a learning curve. Instructional and onboarding videos reduce support ticket volume, improve customer satisfaction, and increase the likelihood that customers get full value from their purchase, which directly supports retention. A library of well-produced instructional videos also reduces the load on your customer support team over time.

Live-stream videos

Live streaming has evolved from an experimental marketing tactic into a significant commerce and engagement channel. U.S. livestream ecommerce sales grew nearly 50% in 2025 to $14.64 billion, with platforms like TikTok Shop, YouTube Live, Instagram Live, and Amazon Live driving growth. Live shopping boasts conversion rates between 9% and 30%, compared to the 2 to 3% typical of standard ecommerce pages.

80% of consumers say they would rather watch a live video from a brand than read a blog post, and live videos capture attention between 10 and 20 times longer than prerecorded on-demand content. Beyond commerce, live streaming works well for Q&A sessions, product launches, behind-the-scenes access, and event coverage. What makes the format uniquely powerful is its authenticity: because it happens in real time with no editing, audiences connect with it differently than polished produced content.

The recording of a live stream also has significant repurpose value. A 45-minute product launch stream can become a YouTube video, a series of short clips for Reels and TikTok, a highlight reel for email, and a quote or moment graphic for social. One live event can fuel content across multiple channels for days afterward. See our guides on 7 tips for going live on any social media platform and 12 tips to look professional when live streaming.

Vlogs

A vlog (video blog, or video log) is an ongoing series of video content built around a person, perspective, or theme, typically conversational and personal in style. Someone filming themselves talking through a topic, reviewing a product, or documenting their process is the classic vlog format.

For brands, vlogs are a powerful humanization tool. They introduce the people behind the business, create continuity across episodes that rewards repeat viewers, and earn trust through their informality and authenticity. This type of content works especially well for founders, subject matter experts, and service businesses where the relationship with the practitioner is part of the value proposition. A consistent vlog series also gives your audience a reason to return regularly, which builds the kind of loyal community that passive advertising rarely achieves.

Vlogs perform well on YouTube (where long-form episodic content has a built-in audience), LinkedIn (for B2B thought leadership), and as short-form clips repurposed to TikTok and Reels. The influencer marketing model is largely built on vlog-style content, which is one of the reasons nano and micro influencers generate such strong engagement: their audiences trust them the way they trust a person, not an advertisement.

In conclusion

As you look over your upcoming marketing campaigns and overall strategy, decide which type of video is the lowest-hanging fruit for your brand right now. Which format makes the most sense to start with, given your audience, your goals, and your current resources? Begin there. You can integrate video into your digital marketing more deeply over time as you build production confidence and start seeing results.

If short-form video feels most accessible, start with a single Reel or TikTok per week and build from there. If your sales process involves a lot of explanation, a library of instructional and FAQ videos may deliver the fastest ROI. If trust is your primary conversion challenge, one well-done customer testimonial video can move the needle more than months of written content.

For more on building your video strategy, see our guides on which video platform is best for marketers, video editing apps you should know about, and five reasons your business should be creating more video content. And to connect your video marketing to a broader digital strategy, see our Digital Marketing 101 Guide for Beginners.

DailyStory helps businesses connect their video and content marketing to automated email, SMS, and campaign workflows so every piece of content works harder. Schedule a free demo to see how.