Most businesses waste thousands on video marketing every single year, and not because their videos are badly filmed or poorly edited. They waste it because they create content without a strategy, throw it online without a plan, and hope it “works.”
The truth is, video is no longer about just showing up online. The brands getting real results are the ones using video with purpose, designed to attract, educate, build trust, and convert viewers into paying customers.
The good news? You don’t need a massive budget or a full-time content team to do it. You just need to know which video formats actually deliver results and how to use them strategically.
In this guide, I’ll break down the 7 most effective types of video content, including why they work, how to use them, and where they fit into your marketing plan.
Brand Story Videos – Build Trust Fast
If your audience doesn’t trust you, they won’t buy from you. It’s that simple. And nothing builds trust faster than a well-told brand story.
Brand story videos go beyond features and benefits. They show who you are, why you exist, and how you help people. They connect emotionally, and that connection often becomes the reason someone chooses you over a competitor.
What to include in a brand story video:
- Your origin story, how and why your business started.
- The mission and values behind what you do.
- Real stories from the team or founder that humanise the brand.
- The transformation you deliver for your customers.
Why it works: Emotional storytelling builds credibility and familiarity. It creates a sense of alignment between your audience’s values and yours, which makes conversion far more likely.
These videos work best on your homepage, About page, and as part of your paid ad funnel, especially in the awareness stage.
Testimonial & Case Study Videos – Social Proof That Sells
No matter how strong your messaging is, prospects are always going to believe your customers more than they believe you. That’s why testimonial and case study videos remain one of the most effective video marketing strategies around.
Rather than simply saying you’re good at what you do, let your happy clients say it for you. And go beyond surface-level quotes, tell full stories.
What works well:
- Client testimonials describing the problem they had, the solution you delivered, and the result they achieved.
- Before-and-after transformations (especially powerful for trades, fitness, or service industries).
- Interview-style case studies where you dive deeper into the results.
Why it works: People trust other people. Seeing someone like them achieve the outcome they want is one of the strongest conversion triggers.
Tip: Combine testimonials with strong visuals, project footage, screenshots, or metrics, to make the impact more tangible.
Educational Explainers – Teach to Convert
Educational content builds authority. It positions you as the expert, not just another option. And in 2025, that’s crucial, because buyers are more informed than ever before.
Explainer videos are designed to teach. They answer questions, solve problems, and help your audience understand why your product or service matters.
Examples that work:
- “How to” videos that solve common customer problems.
- Myth-busting content that addresses industry misconceptions.
- Framework or strategy breakdowns that demonstrate your expertise.
Why it works: Education reduces friction in the sales process. It removes doubt, builds trust, and moves people closer to a buying decision, all before they ever speak to your team.
This format works especially well for professional services, SaaS, and high-consideration industries like construction, finance, and real estate.
For a deeper dive into how to turn one piece of video content into a full lead-generation engine, check out this Brisbane video marketing playbook.
Short-Form Vertical Ads – Instant Attention Grabbers
Attention is the new currency online, and nowhere is that more true than in short-form video. Platforms like Instagram Reels, TikTok, and YouTube Shorts are dominating watch time and engagement, and businesses that master this format are seeing massive results.
Short-form ads are designed to stop the scroll and get a message across in under 30 seconds. They’re highly creative, visually dynamic, and optimised for mobile.
What to include:
- A strong hook in the first 3 seconds.
- Quick, value-driven messaging.
- A clear CTA, visit, sign up, buy, book.
Why it works: People are consuming more short-form content than ever, and it’s one of the fastest ways to generate awareness and traffic. The right 15-second ad can outperform a 2-minute video if it’s crafted correctly.
These videos are also perfect for retargeting campaigns and cold-traffic awareness ads.
Behind-the-Scenes & Day-in-the-Life – Build Relatability
Not every piece of content needs to be polished and cinematic. In fact, audiences are craving authenticity more than ever, and behind-the-scenes content is one of the best ways to deliver it.
These videos give people a glimpse into the real humans behind the brand. They show your personality, culture, and passion. And in doing so, they make your business more relatable and trustworthy.
Ideas to try:
- A day-in-the-life video of your team or founder.
- Behind-the-scenes footage from a project or shoot.
- Sneak peeks into upcoming products, launches, or events.
Why it works: People buy from people. Showing the faces, personalities, and values behind your brand builds emotional connection and long-term loyalty.
Product/Service Demonstrations – Show, Don’t Tell
One of the most effective ways to convert potential customers is to show them exactly how your product or service works, and more importantly, how it solves their problem.
Demonstration videos should highlight the outcome rather than the features. Think “Here’s what life looks like after working with us” instead of “Here’s what we do.”
Best practices:
- Show the product or service in action, solving a real-world problem.
- Highlight key features but tie them to benefits.
- Keep it focused, 90 seconds or less is ideal.
Why it works: People retain 95% of a message when they watch it in a video versus just 10% when reading text. Demonstration content turns complex services into easy-to-understand solutions.
Retargeting Videos – Sealing the Deal
Most buyers won’t convert the first time they see your content, and that’s perfectly normal. That’s why retargeting videos are so powerful. They’re designed to nudge warm leads over the finish line.
These videos often address the final barriers to conversion: price, trust, timing, or relevance. They’re short, direct, and laser-focused on getting a “yes.”
What works well:
- Limited-time offers or promotions.
- Additional proof (testimonials, reviews, data).
- Personalised messaging that speaks to previous interactions.
Why it works: Retargeting content reaches people who already know who you are, they just need one more reason to take action. And when done well, it can significantly increase conversion rates from existing traffic.
How to Pick the Right Format for Your Industry
Not every video type will suit every business. The key is to match the format to your audience’s journey and your business goals.
Here’s a simple framework to guide you:
- Awareness stage: Brand story videos, short-form content, behind-the-scenes.
- Consideration stage: Educational explainers, product demonstrations, case studies.
- Decision stage: Testimonials, retargeting ads, offer-driven content.
Start with one or two formats that align with your audience’s pain points and your sales process. Once those are performing, you can expand into more types and build a full funnel strategy.
If you’re not sure which types of content are right for your business, our team can help. Explore our video marketing services or learn more about video marketing in Brisbane to see how we approach content strategy for local businesses.
Strategy, Not Guesswork.
Video is more powerful than ever, but only if you use it intentionally. The businesses getting results this year aren’t just “doing video.” They’re using the right formats, with the right message, at the right time in the buyer journey.
Whether it’s a brand story that builds trust, a testimonial that provides proof, or a retargeting ad that seals the deal, every piece of content should serve a purpose.
If you’re ready to map out a video marketing strategy tailored to your industry, audience, and goals, have a chat with a video expert at Unreal Media. We’ll help you build a video plan that turns views into revenue and content into customers.
