A quick guide to understanding the most common video formats and how they’re used.
Whether you’re launching a product, explaining a feature, or building trust with your audience, video is one of the fastest ways to communicate an idea.
But not all videos serve the same purpose. Different formats solve different problems.
Here’s a quick breakdown of five common types of marketing videos and when to use each one.
1. Explainer Videos
Explainer videos are short, engaging videos designed to explain a concept, product, or service clearly and concisely. They focus on simplifying complex ideas or processes, often using visuals, animations, and narration to make the information easily understandable.
● Best for: giving overviews and simplifying complex topics.
Click to watch this format
Click to watch this format
2. How-to Videos
How-to videos provide step-by-step instructions on how to complete a specific task or achieve a particular goal. They guide viewers through a process step by step, breaking it into manageable actions. These videos may include demonstrations, screenshots, or live-action footage to illustrate each step.
● Best for: showing someone exactly how to do something.
3. Tutorial Videos
Tutorial videos are similar to how-to videos but usually go deeper. They include context, tips, and explanations that help viewers understand not only how something works, but also why.
● Best for: deeper education and training.
Click to watch this format
Click to watch this format
4. Promo Videos
Promo videos showcase a product, service, or event in a compelling and persuasive way. They highlight key benefits using storytelling, visuals, and music to spark interest and drive action.
● Best for: launching, promoting, and building excitement.
5. Testimonial / Review Videos
These videos feature real customers or clients sharing their experiences. They build trust through authentic stories and help potential customers connect with your brand.
● Best for: adding credibility and human connection.
Click to watch this format
Other video formats to consider
While the five types above are the most common in marketing, other formats can also support your content strategy, such as:
Behind-the-Scenes (BTS) – Great for building trust and showing your process.
Brand Story Videos – Highlight the mission, values, or origin story of a company.
Social Media Clips – Short, platform-optimized videos for engagement and reach.
Event Recaps – Summarize key moments from conferences or launches.
Teasers or Announcements – Quick updates to build buzz around a product or feature.
Grab the PDF version for a quick recap