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‘Yes’ to video. But which one?

Written by: Chélin Ramos, Art Director at Stratitude

People have gotten really bad at staying focused. Honestly, it takes a lot to keep anyone’s attention. Even now, I’m not even sure how far down this article you’ll go.

So, what does this say about your customers? Will they stick around long enough to learn what it is that you actually do? If we scroll through roughly 92 metres of content per day, that makes your window of opportunity a very small one.

When brands realised that customers were video hungry and so they could no longer compete with static content alone, they began using video marketing to break through the clutter.

But now, over 80% of the internet is video, which means that what video you use within your marketing strategy is just as important as using video is to begin with.

There are different types of video to consider and each has a purpose, together with pros and cons. Surprisingly, many brands don’t know that the type of video you choose directly impacts the success of your campaign and a lot of brands are getting it wrong.

To help make things a little clearer, here are a few important videos to consider before any planning begins.


Brand videos are typically used to introduce your company to potential customers and provide insight into your brand personality. They usually have a broad, sweeping overview of your vision, mission, and products or services. Focused less on hard core selling, this type of video tends to be a narrative-rich, audience-focused piece of branded content, with the intent of humanising your brand through an emotionally driven story that introduces what you do in a relatable way. These aren’t always easy to produce but use the right approach and a brand video can immediately form a connection with potential and existing customers.

What’s it good for? Building awareness of your brand and inspiring your target audience to take a deeper look into what you offer.

What’s the opportunity? Wyzowl has reported that 73% of audiences would prefer to watch a video than read text when learning about a product or service, which means customers are more likely to learn about what you do by watching you tell your story rather than read about it.

What does it look like? In this brand video for professional medical indemnity provider, EthiQal, one can gain insight into who they are and what they do in under three minutes.

Watch the video here:


Considered to be one of the most common and effective ways to communicate a new product or service to potential customers, explainer videos fit into the beginning stages of the buyer’s journey as they educate the viewer about your company and illustrate what problem you can solve.

Importantly, they simplify complicated pieces of information, breaking them down into smaller ideas that are easy to digest. Explainer videos therefore serve as a great bridge for those who are looking to research more about your business but don’t necessarily have the time to do so thoroughly.

What’s it good for? Demonstrating how your company can help solve a problem and encouraging audiences to perform an action.

What’s the opportunity? Wyzowl has reported that 96% of people have watched an explainer video to learn more about a product or service. This tells you that audiences are specifically looking for these types of videos and then spending time actually watching them.

What does it look like? This explainer video for stolen vehicle recovery service, Beame, communicates the benefits of their solution and the value adds that comes with signing up to their service.

Watch the video here: 


Also known as educational or ‘how-to’ videos, these are a quick and simple way for your target audience to gain valuable information about your brand. Insightful content will teach your audience about a new product or service, or show them how to do something. If you consider how incredibly popular “how to” searches are on search engines, it makes instructional videos a great way to show how your brand can help answer these questions.   

What’s it good for? Positioning your brand as an authority, by answering questions often raised by your target audience and easing them from the discovery phase into a solid lead.

What’s the opportunity? Based on data from TechSmith, 52% of people reported watching more than two instructional videos each week, which means audiences are asking questions regularly and turning to video to find the answers.

What does it look like? This instructional video was used by the car and home insurance advice app, BluPixl, to educate viewers about the app and their services.

Watch the video here: 


Customers have grown weary of fake news and sensationalised sales claims, which means honest and personal feedback from a customer is stronger than anything you could ever say about your own brand. Customers naturally trust each other more than they do any marketing collateral you put out there, making a testimonial video the nudge they need to make their final purchasing decision. The more customers you show giving their stamp of approval, the more purchases they encourage, and the more happy customers you gain.

What’s it good for? Providing your audience with proof that your brand is credible and building trust through the opinions of happy customers. Testimonial videos validate your product and company, and are most helpful for the bottom of the marketing funnel as a final push to either consider your brand or convert.

What’s the opportunity? According to BigCommerce, 72% of customers say positive reviews and testimonials make them trust a business more, while 88% say they trust online reviews as much as personal recommendations. This highlights the importance of customer feedback when purchasing decisions are being made.

What does it look like? Volkswagen Group South Africa used a testimonial video to highlight essential changes within various dealerships and to communicate the positive impact of these throughout the business.

Watch the video here: 


Where a testimonial is voluntarily provided by a happy customer and promotes your company based on their personal experience, case study videos come from your company to prove that your product or service can solve a specific problem or challenge. One of the best ways to give insight into the inner workings of your business, case study videos introduce a problem, show what you offered as a solution and then unpack the positive outcome through your results.  

What’s it good for? Leveraging your existing customer base to prove you are worth trusting and buying from. This is a great element to introduce at the middle and bottom stage of the funnel, when buyers are considering if you can solve their specific pain points.

What’s the opportunity? Statistics from Optinmonster show that 79% of people say they’ve been convinced to buy or download a piece of software by watching a video. This tells you that if you constructively show what your product or service is capable of and how you effectively solved a problem, you are more likely to convert your audience.

What does it look like? In this case study video for Nelson Mandela University, they communicated how their digital-first campaign made a positive impact on their pre-graduate applications in the middle of a pandemic.

Watch the video here:


Video is paramount in any marketing strategy. This idea is not new but unfortunately, to have a video is simply not enough anymore. Think about this: On YouTube alone, according to Sprout Social, people watch over one billion hours of video content each day, with users spending nearly 30 minutes on YouTube per visit.

With so much content to compete with, it wouldn’t hurt to make sure that what you put out there is worth someone’s time. The reality is, customers are twice as likely to share video content with their friends than any other type of content out there, which means how you are delivering what you want to say will directly impact how far your content will go.