Four Marketing Videos Businesses MUST Use to Engage their Customers

marketing-videos-engage-with-customersVideo is great for telling your company story, educating and sharing because of how easy it is for viewers to consume and engage in the experience. Video is able to invoke emotion, create empathy and drive action in viewers.

When thinking about what videos to produce, take a moment to put yourself in your current and prospective customers shoes. What are they going to want to learn more about when they visit your website? More than likely they'll want to educate themselves on who you are, how you're going to solve their problem, how good you are at what you do and who the people are behind the company. Marketing videos are a great way to capture and convey the essence of your brand.

Here are four key marketing videos you can use to engage your audience:

  • Company Overview
  • Product or Service Demos
  • Testimonials
  • Corporate Culture

#1: Company Overview

Every business can use a company overview video. If you don't have a company overview video yet, this is one you’ll want to put at the top of your video marketing strategy.

An overview video allows you to showcase to your current and prospective customers exactly what you do. Keeping your message simple and to the point will make it easy for viewers to quickly understand what your company is all about. Visitors to your website will appreciate this because they won’t have to waste a lot of time trying to figure out what it is you do.

Additionally, an overview video starts developing a personal and emotional connection between you and your prospective and current customers. They'll start putting together a visual story of your company and begin envisioning how you fit with what they need.

#2: Product or Service Demos

Before buying, customers want to know how your product or service works, especially if it isn't immediately apparent. And the next best thing to taking your product or service for a test drive is watching someone else use it or seeing a demonstration of how your product or service works. The beauty of having a product or service demo video is that you can include the features and the benefits your potential customer can expect. And just as important, you are answering their question, "how is your company going to help me solve my problem?"

Product and service demos can be used prior to the sale as well as after the sale. After you show your potential customers how your product or service works and why they should buy it, you can show them how to set it up, use it, maintain it, etc. The uses for product and service demo marketing videos are endless. 

#3: Testimonials

Customer testimonials are powerful marketing messages for every organization. Having someone who has purchased your product or service speak to how it helped them is marketing gold. Buyers already know you think your product or service is great. Let your satisfied customers tell that tale to make it more authentic and believable.

Video enhances written testimonials by capturing the real person behind the testimonial - their face plus their real thoughts and emotions. Additionally, supporting footage can capture your satisfied customer using your product/service and having a real impact on their business.  

#4: Company Culture

Company culture videos are a great way to showoff your company's personality and the talented employees that keep it running. It's an opportunity for the company, its leaders and its employees to shine, sharing what the organization is all about and what it means to them to be a part of it. This gives viewers a behind-the-scene look and feel of what makes your company unique.

Company culture videos are also perfect to use for recruiting employees. Once you’ve created a culture video, you'll find that they help strengthen the emotional bond between you, your potential or current customers and your potential or current employees by sharing the company's identity, values and vision.


Your marketing videos don't have to be long to be effective. They should be as long as needed to communicate your message. What they do need to be is high-quality. Though our phones and digital cameras can capture decent quality footage, it doesn't compare to the combination of professional equipment and expertise.

Connect with a professional video producer to begin discussing your next video - interview, demo, case study, testimonial or otherwise.


Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.