If you’re reading this, you probably already know that video is an important part to accelerating the journey from prospect to customer. And you probably know that video is more than just a top-of-funnel asset, more than a brand awareness tool, and that consumers are craving video content more than any other type.

But when it comes to creating a video strategy, and one that’s particularly suited to your marketing plans throughout your funnel, video isn’t a one-size-fits-all medium.

In other words, different types of videos excel in different areas of the funnel. And different areas of the require different video characteristics like length or production value. Some videos, like those created specifically for social campaigns will be early-stage content that require higher-production assets; whereas others, like product demos that are targeting leads closer to purchase can get by with lower production value.

But where does each video fit? When should you call in the big wigs versus hit “record” yourself? And what are all the different types of videos you should be using, anyway?

We’ve got you covered. Check out the infographic below for the 12 different types of videos you should be using, all organized by:

  1. where they perform best in your customers’ lifecycle
  2. the optimal length
  3. the recommended production value
  4. the best distribution channels

Plus, once you’re done, check out some great examples of these 12 video types below the infographic!

The 12 Types of Videos that Work Best for Each Stage of the Customer Lifecycle

12 Types of Video Customer Lifecycle

Want to Share?

We created this infographic to help marketers wrap their heads around all the different types of videos out there, so the more that see it, the better! Feel free to share this infographic on social or embed it on your own blog. Just use the embed code below or save the image and use as you like!

Share this Infographic On Your Site

Video Type Examples

Watch some of our favorite examples of a few of the video types below!

Explainers – Ceridian’s “Meet Jenny”

Check out the 5 things you need to know before creating a great explainer video here!

Promos (& One-to-One) – Influitive’s “Advocamp”

Influitive sent a series of hilarious videos promoting their event, Advocamp, just like the one below.

This one was actually sent out as a personalized video, so – everywhere you see “marketer” would be replaced with the viewer’s name.

Vlogs (& Chalk Talks) – Moz’s “WhiteBoard Fridays”

Moz has been creating WhiteBoard Friday videos for years. It’s a great way to showcase their expertise in the space and highlight their founder, Rand Fishkin, as a thought leader.

Social – Hootsuite’s “Game of Social Thrones”

The Game of Social Thrones video was created to build brand awareness through social shares of Hootsuite’s branded, and ultra-trendy video. From research of their own target market, Hootsuite knew that they were among many Game of Thrones fans. Anxious to play off this theme but not wanting to throw too much budget into a potential ‘marketing whim’, the team created an infographic first to test the waters. When the infographic received over 25,000 shares, they knew they were in a sweet spot where video could drive some real results. The video you watched above received nearly 1.5 million views and 54,000 social shares. It also received coverage in Time Magazine, Fast Company, Salon, Design Taxi, AdAge, and AdWeek.

Product – Act-On

Act-On has a number of really great product demos that they host on their website in a video hub. Check them out here under “Product Feature Demos”.

Act-On Video Hub

A hub is a really great way to host product videos (or a collection of related videos of any sort, actually!) on your website, learn more about video hubs here!

Customer – MongoDB

Culture – Vidyard’s “Meet the Team”

We started showcasing members of our team on our blog about one year ago. Here’s an example of one of them. Check out more of the Vidyard team in our other Meet the Team videos.

While we could go on for days with some of our fav videos (and yes, we haven’t even covered all 12 types), we’d rather see what you think we should add to the list! Seen any great YouTube videos, How-tos, or any other type? Share them with us in the comments below! Or just let us know which one is your top pick from our list above!

Kimbe MacMaster