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9 Types of Video Production to Incorporate into your Marketing Efforts

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Updated By: Luke Niemela on Mon, Apr 08, 2019

Back when the Spice Girls and Backstreet Boys ruled the airwaves, my friends and I were editing homemade BMX videos in the high school media center. The result was a pretty epic BMX video featuring 10 or so of our friends, as well as an awesome soundtrack that may or may not have included the Spice Girls and the Backstreet Boys.

Why am I telling you this?

This was my first taste of video editing and I remember the feeling of accomplishment I had when we watched the finished product. For whatever reason, I didn’t shoot or edit many videos after that until recently, when I had the opportunity to dive into it again. That opportunity happened about a year ago when I started shooting and editing footage and working with motion graphics here at Leighton Interactive.

OK, enough with the trip down memory lane. Let's talk about video and how you can incorporate it in your marketing efforts. Video has been an integral part of marketing the past few years and it looks like it will be sticking around for a while. Why is video so important? Well, viewers retain 95 percent of a message when they watch it in a video, compared to 10 percent when reading it in text.

Read on for even more eye-opening video stats, as well as examples of types of video production and how you can use them to bolster your next marketing campaign.

Now that you know video is important for your marketing efforts, check out these nine types of videos to create to bolster your next campaign.


Demo videos show viewers how your product or services work. A demo video can take viewers on an in-depth walk-through of your website, or highlight certain products. They're a powerful sales tool for your team.


If your business is hosting an event, creating an event video can help boost awareness. You can stream the event live, produce a highlight reel, or ask attendees to record a testimonial about the event and share what they learned. Video of a live event increases brand favorability by 63%.


Did you know that 81 percent of people have been convinced to buy a product or service by watching a brand’s video? Brand videos like these can showcase your company’s mission, values, or products and services.

Brand videos are a great way to build awareness for your company and let viewers know who you are. Use these videos in the awareness stage of the buyer’s journey.


Here's stat to know: 97 percent of video marketers reported that video increased user understanding of a product or service, and 76 percent reported that video helped them increase sales. Teach your audience something new to gain authority as a thought leader. Educational videos can be used by your sales team to interact with potential customers.


You want your audience to understand why they need your product or service. An explainer video is a great way to convey that message. In fact, 95 percent of people have watched an explainer video to learn more about a product or service.

Case Study and Customer Testimonial

84 percent of B2B decision makers start with referrals. These videos can be used to let prospective clients know what they get when they purchase your product or service. Get your most loyal customers to explain how and why your product or service helped them solve a problem.

Personalized Message  


 Personalized videos are a great way to connect with current or potential customers. Including video in an email can increase open rates by 19 percent — not to mention, they add a personal touch to your marketing.


Host a webinar to help establish your thought leadership in the industry. Webinars are usually live, so more planning is required up front to create a webinar and make sure everything runs smoothly. Webinars can also be recorded and later repurposed, or sent out to potential customers after the webinar ends.


FAQ and myth-busting videos are a great way to answer the questions your customers keep asking. You'll save your customers time and headache with a video readily accessible that answers their burning questions.

Gain Traction with Video

Video is a great way to humanize your company and connect with your potential and current customers. Here at Leighton Interactive, not only do we have the resources to create powerful videos, but we also have the knowledge to get the most traction out of video through inbound marketing.

If you aren’t using video in your marketing efforts, start today. It can be as easy as taking out your smartphone and hitting the record button. Learn more about upcoming 2019 video trends here.

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Luke Niemela

About The Author

Luke Niemela

Luke is committed to the Zen art of converting website users to raving fans through use of visionary, graphical content. He helps balance all content campaigns with the right images and the preferred way users tend to consume online resources. He’s very good at drawing but you could never tell by his handwriting. He believes talent is overrated, but hard work always pays off.

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