Video on mobile screen, demonstrating the many uses and versatility of video.
Len Smofsky Jun 01 ,2020

Whether you want to hit many birds with one stone or maintain a single marketing goal, video content can take you there.

The right video used at the right time can help you accomplish virtually any business or marketing objective you have.

In a previous blog post, we discussed the alignment of interactive video formats with different stages in the buyer funnel. Today, we want to look deeper into other video content options you have and how they serve your marketing objectives.


Every type of video content serves as a tool for a specific purpose. You can use a drill to make a hole or remove a screw, but if you wanted to measure the length of a baseboard, you’d better have a measuring tape on hand. And of course, some tools are used for more than one purpose.

So as a marketer who wants to use video to achieve big results, it’s vital for you to know what tools are at your disposal and how to use them well.

This calls for developing a sensibility for what videos work best and for what purpose.


There are different versions of the buyer funnel and customer journey, but they all emphasize the importance of tailoring content to meet your target audience where they congregate. To help you determine which video you should use, consider the traditional buyer funnel or the problem awareness model.

Traditional Marketing Funnel

  • Awareness
  • Interest
  • Consideration
  • Conversation
  • Loyalty
  • Advocacy
Problem Awareness Model

  • Unaware
  • Problem aware
  • Solution aware
  • Product aware
  • Most aware

Think of either model as a starting point for choosing what types of video will best serve your audience. Start by identifying a need that applies to one stage in the buyer journey where you experience stickiness, and craft video content that speaks to that user’s specific situation.


The next point for consideration is this: can you actually pull off a certain type of video? It’s great that you want to produce the next visual masterpiece in the marketing world, but it’ll just be a fantasy if you don’t have the money, access to talent, nor the time to make it happen.

A great option is to use templated videos to reduce cost and retain quality.


Before you choose a video format, it’s important that you take a look at what your competitors are doing. If they are video content powerhouses, take note of what videos they’re producing and the styles they’re using. This will help you to avoid copying the competition outright. If they are doing little to no video, you already have a leg up on the competition.

Companies looking to take their video marketing to the next level and stand out from the crowd are using personalized video. With our IndiVideo platform, you can create custom-made videos for your audience and dramatically improve your conversion rates.


So, what video types should you experiment with? You can refer to the following chart (based on the buyer funnel) below as a rough outline for what video content will fit within your strategy for any given objective you have.

Video TypeBuyer StageUsage Rationale
How-To's/TutorialsInterestTeaches audience new concepts and answer their questions
Explainer AnimationInterestHighlights a product’s or service’s ability to address a particular pain point
Case Study/Testimonial VideosConsiderationShowcases how a company’s product or service impacted the lives of their customers
Branded FilmsAwarenessHits emotional triggers through the use of storytelling (and eventually takes customers further down the funnel)
About Us/Culture VideosInterestBuilds a rapport with customers by introducing them to a company’s team, values and ethics
Personalized VideosConversionEstablishes a personal connection with individual customers to make them feel cared for
Instruction/Demonstration VideosConsiderationProvides a detailed walkthrough of how to effectively use a product or service
FAQ VideosConsiderationAnswers questions that customers tend to ask the most about a particular service, product or industry
Fun & Short VideosAwarenessDraws an audience in with emotionally-charged (funny, inspiring) content to build their interest in a brand
Customer/Thank You VideosLoyaltyAcknowledges customers and makes them feel like cherished members of the brand’s community

With this chart at your disposal, you can start to think about what areas your business can use a boost. If you see that your brand’s reach could be broader, it might be worthwhile to focus on awareness-driven video content (such as a short, amusing video).

Or if your analytics reveal a drop off in visitors after mid-way through the buying process, then you may want to focus on video content that further demonstrates what your product or service can do.


If you’re looking to maximize your video content ROI, get familiar with the different types of video content in your toolbox. Use each one for the right purpose, and you can accomplish a laundry list of marketing objectives that no haphazard video production could ever achieve.

Of course, you should consider some other factors, such as differentiating yourself from competitors and whether you have the time or resources to do certain types of videos. With that said, we’ll consider the latter in a follow-up post.

About the author: Len Smofsky

Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.


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