12 Types of Marketing Videos You Can Use in Your Business

If you're considering video marketing but wondering what you're supposed to talk about once the camera turns on, you're not alone.

The good news is that there are many types of marketing videos, and you don't need twelve completely different ideas to create them.

In fact, one strong idea can become an interview, demonstration, short tip, explainer, or longer teaching video. That's one of the principles behind Build a Repurposing Engine: good ideas become more valuable when we give them more than one way to travel.

The question isn't always, "What new video should I make?"

Sometimes the better question is, "What useful idea do I already have, and what form would help it land?"

What Types of Marketing Videos Can a Business Create?

Businesses can use educational videos, expert interviews, demonstrations, short tips, testimonials, product walkthroughs, explainers, live conversations, reviews, and other formats. The best format depends on what you want the viewer to understand, experience, or do next.

Here are 12 possibilities.

1. Expert Interviews

Interview someone whose expertise complements your own.

A thoughtful conversation can introduce new perspectives while also helping your audience understand your intellectual territory more clearly. The best interviews aren't simply opportunities to borrow someone else's audience. They explore questions that genuinely matter to the people you serve.

2. Demonstration Videos

Some things are easier to show than explain.

If you teach a process, use software, create something physical, or help people navigate a complicated task, demonstration videos can reduce the distance between understanding an idea and actually applying it.

3. Talking-Head Videos

Sometimes the simplest format is still the right one.

Speak directly to the camera and share an idea, distinction, observation, or answer to a question.

These videos also allow people to encounter more than your information. They experience your language, perspective, tone, and way of thinking. Over time, those repeated encounters can contribute to recognition.

4. Live Conversation Videos

Live video has evolved considerably, but the underlying opportunity remains useful.

Host a Q&A, conversation, workshop, office hour, or discussion, then preserve the strongest portions for later use.

A live event doesn't have to disappear when the event ends. It can become an enduring source of useful material.

5. Presentation Videos

You don't always have to appear on camera.

Slides, images, diagrams, screen recordings, or simple visual presentations paired with narration can work especially well when you're explaining a framework or walking someone through a complex idea.

6. How-To Videos

How-to videos answer a question people are actively trying to solve.

Look through your existing articles, FAQs, client questions, and teaching materials. If you've already explained how to do something in writing, you may already have the foundation for a useful video.

7. Video Tip Series

Instead of packing ten ideas into one fast video, consider turning related tips into a thoughtful series.

This creates multiple entry points into the same subject and gives you room to develop each idea properly.

Think territory, not tips. A series becomes much more valuable when each video strengthens the viewer's understanding of the larger subject you want to be known for.

8. Sales Videos

Video can also help someone make a decision.

Use it on an offer page, product page, email sequence, or wherever a potential buyer may need greater clarity. Rather than simply repeating sales copy, answer the questions that naturally arise before someone says yes.

Good sales videos reduce uncertainty.

9. Product, Book, or Course Walkthroughs

If you're selling something people cannot fully experience before buying, show them around.

Walk viewers through a book, course, membership, program, product, or service. Explain what it contains, who it is designed for, and how someone might use it.

Clarity makes value easier to recognize.

10. Testimonial Videos

Written testimonials are useful. Seeing and hearing a real customer describe an experience can add another layer of credibility.

The strongest testimonial videos don't sound scripted. Give customers room to explain the problem they had, what changed, and why that change mattered.

11. Review and Comparison Videos

If your audience regularly asks what tools, approaches, or resources you recommend, video can be an effective way to answer.

Useful reviews go beyond "I like this." Explain what something does well, where it falls short, and who would benefit from it.

Your judgment is part of your expertise.

12. Explainer Videos

Explainer videos make difficult ideas easier to understand using diagrams, animation, visual metaphors, screen recordings, or other visual storytelling.

They're particularly useful when the idea itself is abstract.

The goal isn't fancy production. It's comprehension.

Your Video Strategy Doesn't Need More Ideas

It's easy to look at this list and think you now need to create twelve videos.

You don't.

A more sustainable approach is to begin with one worthwhile idea and ask how many useful expressions it might have.

An article might become a short talking-head video. One section might become a how-to demonstration. A question raised by that video might become a live conversation. A particularly difficult concept might deserve an explainer.

That's the shift from content production to content infrastructure.

You stop asking yourself to continually invent something new and begin building multiple pathways into the expertise you already have.

The best types of marketing videos aren't necessarily the ones receiving the most attention this week. They're the ones that help the right people understand, remember, and rediscover what you know.

Create ideas worth returning to, then give those ideas more than one way to be found.

N.B. Post revised 2026.