Ten Marketing Videos Every Company Needs (Part 1)

Learn how they benefit your sales efforts and how to implement them properly. We share proof that videos have become an essential tool for marketing and sales teams to engage with their audience and drive conversions.


Bill Arnold

12/17/20237 min read

person using MacBook pro turned on
person using MacBook pro turned on

The value of videos in marketing and sales is undeniable. In a previous article (The Power of Videos - Why You Need to Use Them for Marketing), we discussed why it is critical, for every business that is serious about growth, to incorporate them into their marketing plan. In that blog, we established that videos have become an essential tool for marketing and sales teams to engage with their audience and drive conversions. They are highly effective in conveying messages, showcasing products or services, and building brand awareness. In this blog post, we will explore the top ten types of videos that every marketing and sales team should be creating, along with their value and benefits.

Explainer Videos - If you want your targeted personas to remember how your product works and the benefits it can provide, you need a video. Visitors to your website will retain 95% of the brand messaging when they see it on a video. When they merely read it, they will only retain 10% (Synthesia).

In a world where the attention span is a mere eight seconds, you need to grab their attention when they come to your website, before they bounce off to view your competitors' website. Videos have that power, as they will be viewed 80% of the time (Synthesia).

So, doesn't it make sense to have a short video, front-and-center, on the home page of your website that explains the benefits the prospect will enjoy if they become a client? Explainer videos perform that role. They are concise, engaging videos that explain a product, service, benefits, or concept clearly and compellingly. They simplify complex ideas, break down technical jargon, and highlight the value proposition.

For an explainer video to be effective, there are a few basic rules that you should follow:

Length - The ideal length for an explainer video is between 60 to 90 seconds. Under no circumstances should it ever exceed two minutes (Animation Explainers).

CTA - It is important that you offer the viewer of the video the next steps that they should take. Avoid unnecessary friction, and have the call-to-action prominently displayed at the end of the video. Normally, that will be the option to contact sales.

Content - Content is king. You want the script easy to understand and be right to the point. Less is more in explainer videos, because as soon as they feel you are taking too long to get to the point, they will bounce. So, keep it simple and always err on the side of being shorter.

Brand - Be true to your brand. If your brand's persona uses a professional tone and voice, having a cute or funny explainer video will send the wrong message. If your brand's voice is edgy, have fun.

Benefits - NOBODY cares about your features! They only care what your brand can do for them or how it will make them feel. It is absolutely critical that you present the benefits that they will see if they purchase your product or service.

Pro Tip - Explainer videos are not just for your home page anymore. We place our client's explainer videos in emails, newsletters, and social media in this manner. Emails with videos have a 300% better open rate than traditional emails (Yans). Landing pages with explainer video converts at 86% higher rate.

Emails - Emails with videos have a 300% better open rate than traditional emails.

Social Media - When explainer videos are shared on social media, they are highly successful. Explainer videos are highly shareable and can be used across various marketing channels, including websites, social media, and email campaigns. Over 96% of people report having watched an explainer video on social media for a product they were considered purchasing. Even more impressive, 89% of them stated that the explainer video convinced them to make the purchase (HubSpot).

Product Demo Videos - The nature of your product or service will dictate the value of having a product demo video. However, if you have a product that is complicated, and hard to use, or are a software company, product demo videos are an absolute necessity. Product demo videos are a powerful way to showcase the features and benefits of a product or service. They allow potential customers to see the product in action, understand its functionality, and visualize how it can solve their problems. These videos help build trust, increase conversions, and reduce customer hesitation. They are particularly valuable for complex or innovative products.

Not convinced? Sixty-nine percent of consumers believe that a product demo video best assists them when making a purchasing decision (Wyzowl). If that does not convince you, try this: Almost 80% of people state that the product demo video gives them more confidence when purchasing a product (Wyzowl).

Here are some tips for making an effective product demo video.

Length - What length? The short answer is only as long as necessary to show the key features. This will vary dramatically, and the more complex software will require longer. We recommend breaking up the demos to allow the viewer to pick which ones are important to them. This will often allow you to have a more personalized experience and keep the videos to the ideal length between 60 and 90 seconds (Techsmith). We recommend that our clients take this approach but also have a video overlay that is between 60 to 180 seconds and provides a 60,000-foot view. Under no circumstances should it ever exceed five minutes.

One Size Does Not Fit All - Like all marketing endeavors, different information will be needed to convince different buyer personas. If you are doing a demo for the person who might be the actual user, that presentation will be different than the one you give to the Chief Technical Officer (CTO). The actual user will be interested in how quickly they can navigate the software and get their job done. The CTO might want a product demo that focuses on security features and functionality. If you have one video that runs for 90 seconds, someone is going to miss out on the information that would be most relevant to them. This is another justification for having a series of demo videos each focusing on specific aspects that will include what each buyer persona needs to see.

CTA - It is important that you offer the viewer of the video the next steps that they should take. In the case of a demo video that is part of a series, there may need to be two options at the end of the video. Option one would be for them to view the next logical video in the series. Option two would be for them to speak to sales. Avoid unnecessary friction, and have the call-to-action prominently displayed at the end of the video.

Content - Be conversational and friendly. You have captured their time, so use that opportunity to build some rapport. Rather than using screenshots, walk them through the actual usage. It will help them visualize using it.

Benefits - Explain each feature in terms of how it will benefit them, rather than what it does. For example, if certain blocks of information are auto-filled, rather than say that, tell them our software will save you three hours of extra work each day and ensure that a mistake is not made by incorrect information being entered. Help them visualize the benefits.

Customer Testimonial Videos - Customer testimonial videos are a great way to build credibility and trust. Hearing directly from satisfied customers, about their positive experiences with a product or service, can significantly influence potential buyers.

We are strong advocates of using behavioral science for all marketing and sales efforts. Having a video of your satisfied customers invokes several of the Laws of Influence as described by Dr. Robert Cialdini. It invokes the Law of Social Proof, and possibly the Law of Unity and the Law of Authority. For more information on how these laws work see, "The Laws of Influence: The Psychology of Getting To Yes."

We love sharing third-party evidence, so let's get to it.

  • Displaying reviews from customers can increase conversion by 270% (STATHEAP).

  • 80% of consumers are less likely to buy a product if it has no reviews (STATHEAP).

  • 79% percent of people watch video testimonials to learn about a company or product (Wyzowl).

  • 95% of shoppers read reviews before making a purchase (STATHEAP).

  • 47% of people are willing to pay more for a business with higher reviews (Podium).

  • 88% of consumers trust online testimonials as much as personal recommendations (BrightLocal).

Clearly, what your customers say about you matters. These statistics demonstrate the effectiveness of testimonial videos in capturing attention and delivering information.

There is no disputing that customer testimonial videos play a crucial role in influencing consumer behavior and building trust. They are uniquely able to build credibility and engage audiences. Customer testimonial videos are an invaluable marketing tool for businesses. Let's discuss how to do them properly.

Authenticity - Do not overproduce the video. We found that the videos which were self-recorded by the presenter were the most impactful. The speaker feels comfortable, and that is reflected in their demeanor and the results.

Know Your Audience - While you don't want to coach their response, the testimonial must reflect what a specific buyer persona needs to see at the final stages of their buyer's journey to make that purchase happen. You need to have a video testimonial that will engage each of your targeted personas.

If your product serves several different verticals, you will need testimonials for each of these industries. The buyer has to see themselves in these productions.

Leverage Story Telling - Encourage the presenter to tell their story and how your product or service benefited them. Speaking about features, or talking in a third-person voice, will not be as effective in convincing prospects to buy.

Keep it Short - This is not a case study. The ideal length of a video testimonial is 30 seconds. In no case, should it exceed 60 seconds.

Display it Proudly - Having video testimonials from clients who know and love you is a big deal. To achieve maximum impact use this testimonial liberally to garner the social proof that will motivate others to buy. We recommend using the testimonials on the homepage of your website. Occasionally share the videos on the social channels your targeted personas frequent. Send the videos by email as part of both nurturing campaigns and closing efforts by your Sales Department.


We promised ten, and we delivered three. That means we owe you seven more critical marketing videos, that every business needs to have, if they are serious about growing their business. Over the next several days, we will share these with you and provide you with suggestions on how best to implement them.