Types of Marketing Videos and 10 Ways to Make Them Great
Let’s face it – marketing videos are no longer optional; they’re essential. Whether you’re a global brand or a fresh startup, marketing videos can tell your story, showcase your products, and boost conversions like no other medium can. From quick social media clips to slick product explainers, the types of marketing videos available today are as diverse as the audiences they target.
At Hatch Studios, we’ve been creating standout marketing videos – especially animated ones – for over two decades, and one thing’s remained consistent: a well-executed video can dramatically elevate a campaign. But what kind of videos should you focus on? And how do you make them genuinely great?
This guide breaks down the most effective types of marketing videos, why they work, and 10 tips to make them unforgettable.
Why Marketing Videos Matter More Than Ever
Let’s start with the obvious: people love video. According to countless studies, consumers are more likely to engage with and remember a message delivered through video than through text or static imagery. Video taps into visual storytelling, builds trust faster, and can easily be shared across platforms.
If you’re not already incorporating video content marketing into your strategy, you’re missing out on one of the most powerful tools in modern advertising. And with tools and platforms evolving at breakneck speed, the possibilities are endless.
The Main Types of Marketing Videos
Here’s a rundown of the most impactful types of videos for marketing, whether you’re selling a product, explaining a service, or just building brand awareness.
1. Explainer Videos
These are short, concise videos that explain a product, service, or idea in a simple and engaging way. They’re typically animated, often 3D, 2D or motion graphics style, and are great for breaking down complex topics.
👉 Pro Tip: Keep these under 90 seconds for maximum engagement.
2. Product Videos
Product videos for marketing show off your product in action. Think high-quality shots, voiceovers, and compelling use cases. Whether you’re launching a gadget or showcasing new software features, product videos can do the heavy lifting of sales.
3. Testimonial Videos
Let your customers do the talking. Real people sharing real experiences builds trust faster than any sales pitch.
4. Promo Videos
These are usually short, hype-filled clips used for ads, social media, or landing pages. Think of them as trailers for your brand.
👉 Wondering what type of advertising is a promotional video? It falls under brand awareness and lead-generation content and is typically used in paid campaigns or on websites.
5. Tutorial Videos
Also known as “how-to” videos, these guide users through your product or service. Ideal for post-purchase engagement and customer support. Check out this how-to video we developed for Boehringer’s “Respimat” inhaler.
6. Animated Videos
Animation opens the door to creative storytelling. Whether it’s 2D motion graphics or full-on 3D character animation, animated marketing videos are perfect for brands looking to explain abstract concepts or stand out visually.
At Hatch Studios, we’ve been pushing the boundaries of animation for years, creating everything from slick explainer videos to fully-rendered 3D worlds that bring products to life.
7. Live Action Brand Stories
Give your brand a face with founder interviews, office tours, or behind-the-scenes peeks. These videos humanize your business and build emotional connections.
8. Event Recaps
Hosting a big event, webinar, or conference? Capture the highlights in a fast-paced recap that can live on your site or social media.
9. UGC (User-Generated Content)
Unpolished, authentic, and effective. Repurpose customer-submitted content into marketing gold.
10. Social Media Snippets
Short-form video is dominating platforms like Instagram, TikTok, and LinkedIn. These quick, punchy pieces are designed for thumb-stopping engagement and fast shares.
If you want to learn more about the different styles Hatch Studios offers, make sure to check out our animation style page.
10 Ways to Make Your Marketing Videos Truly Great
Now that we’ve covered the types of video content you can create, let’s talk execution. Here are 10 ways to ensure your marketing videos rise above the noise.
1. Start with a Solid Script
It doesn’t matter how slick the animation or visuals are because if your script falls flat, so will your video. Focus on storytelling, benefits (not just features), and a clear CTA. We have tons of experience with script development and our clients often ask us to help optimize their scripts.
2. Know Your Audience
Tailor your content to the platform and audience. A tutorial video on YouTube should feel different from a 15-second Instagram promo.
3. Keep It Short and Sweet
Attention spans are shrinking. Aim to convey your message quickly. For social, try to make your point in the first 5 seconds.
4. Design for Silent Viewing
Most users scroll social media with the sound off. Use captions, motion graphics, and bold visuals to make your message clear without audio.
5. Invest in Quality Production
Even a short video benefits from professional lighting, sound, editing, and animation. Quality communicates credibility.
At Hatch Studios, we pride ourselves on top-tier production. Whether we’re animating a 3D product or crafting a stylized explainer, our work reflects decades of creative expertise.
6. Include Branding Strategically
Don’t just slap your logo at the end but instead try to integrate your brand’s personality throughout with tone, colors, style, and voice.
7. Focus on Story Over Sales
People hate being sold to, but they love stories. Wrap your value proposition in a compelling narrative, especially for video marketing ideas aimed at top-of-funnel audiences.
8. Optimize for SEO and Social
Include relevant keywords (like we’re doing with types of video marketing) in your video title, description, and tags. On platforms like YouTube, this can make a big difference in discoverability.
9. A/B Test Different Cuts
Try different versions of your video such as short vs. long, different voiceovers, varied CTAs, and see what performs best.
10. Track Results and Iterate
Use metrics like watch time, engagement, and conversion to evaluate performance. Adjust your strategy based on what works.
If you’d like to know more about our professional production process, make sure to check out our animation production process page.
Real-World Results: Hatch Studios in Action
At Hatch Studios, we’ve worked with a wide range of industries including tech startups and major brands, helping them with hundreds of impactful marketing videos.
One of our specialties is blending design, animation, and messaging into cohesive video packages that don’t just look amazing but convert. Regardless of it being a 3D product animation to showcase a new device or a whiteboard explainer for SaaS onboarding, we know how to tailor each video to its purpose.
We’ve watched the video marketing landscape evolve over the past 20+ years and we’ve consistently stayed at the forefront, adopting the newest trends while holding onto timeless storytelling principles.
Final Thoughts
There’s no one-size-fits-all answer when it comes to types of marketing videos. Each serves a different purpose and hits a different part of the customer journey. What matters is making the right kind of video… and making it great.
If you’re just getting started, pick one or two formats that fit your goals. Over time, build a library of video content that supports awareness, conversion, and retention. And remember, great videos don’t happen by accident but rather by strategy, creativity, and experience.
Need help bringing your next marketing video to life? Hatch Studios is here to help. If you need a product demo, an animated explainer, or a full-fledged motion graphics campaign, we’ve got you covered. Get in touch with us to learn more.