In the current digital age with consumers having instant access to high-speed wireless internet in the palm of their hands, video has taken over as the most powerful tool relied on to help businesses of all kinds expand and grow. Videos engage customers and potential customers in ways that no other medium can possibly match.

Video has become more than a fringe option for garnering attention for businesses. Video production is now an essential, required element for an effective digital marketing plan designed to generate website traffic and increase revenue. Businesses use video presentations to introduce their company to the marketplace or target audience, for explaining a product or service, teach customers about their business and create exposure, awareness, and trust in their brand.

The enormous digital video warehousing site YouTube is now the second-largest search engine behind Google, with users viewing more than 1 billion hours of video every day. Some startling statistics serve to prove just how much video consumption has taken over the world of advertising and marketing:

Setting Goals for Video Productions

Not all videos are the same or meant for the same groups of people. One of the advantages of using video for digital marketing purposes is that you control video production cost, the content, the message, and can frame the message for a specific target audience group.

The options for the types and styles of videos available are nearly limitless and dictated by the goals you have for producing them. Once goals are clearly defined, the parameters and elements of the video can begin to take shape.

Common goals that businesses look to videos to achieve include:

  • Increase sales, revenue
  • Introduction of business, product, or service
  • Education of customers
  • Building trust in your brand
  • Increasing exposure, consumer engagement
  • Explanation of product or service

Types of Videos

There are different ways of approaching each goal you may have for producing video content.

Drive Sales

Humorous Video

Injecting humor into a promotional or advertising video will make the content more memorable and shed a positive light on your business. Comedy allows you to present your message in a light-hearted way and increase the chances that viewers will like and share the video on social media, expanding its reach and impact to a wider group of potential customers or clients.  

Sample Direct TV –

Commercial Ad

With the popularity of streaming services and digital video recorders (DVR), businesses are shifting focus from traditional television commercials to online and social media outlets as the prime format for digital marketing campaigns. Posting commercial advertising video content on social media properties allows for the targeting of audiences to specific groups of potential customers.

Sample Old Spice –

Branding Video

Brand identification and awareness is a crucial element in the ongoing success of any business’ sales and marketing efforts. Introducing and promoting your brand through dynamic, informative marketing and sales videos is an effective method to present your company and the products and services you provide.

Sample – Quest –

Introductory Video

Culture Video

Video is a great way to connect with your customers by showing off the culture of your company and how you do business. Using real employees in actual work situations will make viewers feel like they are a part of the culture and can also be used to attract quality employees.

Sample – First American –


Interviewing a real customer or employee provides an air of authenticity. Viewers will be more trusting of the information and message when delivered by a real person as opposed to an actor reading the words without the actual experience behind them.

Sample – Entrepreneur-


Producing a video to make a major announcement regarding your business adds significance and importance to the message. Create a press conference atmosphere to announce changes in the company’s personnel or management, or produce an attention-grabbing video to introduce a new product line or service area.

Sample – Victra

Customer Education


“Top 10” and “Best of” videos are effective ways to present comparative information within your product line and in relation to your competitors. Viewing time increases when the content is presented in list form, as users stay on the video and retain the information longer.

Sample – SF Restaurants –

FAQ or Q&A Video

Get ahead of the most common questions your customers may have regarding your products or services. A Frequently Asked Questions (FAQ) or Question & Answer video can be used as archival content that can be referred to when needed and linked with other content when appropriate.

Sample MOMA –

Case Study

Show potential and future customers the process of your successes through the stories of real people who have benefitted from the product or services your business provides. Real customers can demonstrate their satisfaction in your company and the people they work with.

Sample Data Gear –

Trust Builder

Product Review

A third-party reviewer of your products or services will add credibility and authenticity to the message. When possible, using influencers with large audiences will help to expand your brand into new potential customer clusters.

Sample – Birchbox –

Client Testimonial

There is not a better way to build up trust and confidence in your company than by having a real customer provide a sincere testimonial of their experiences. Satisfied customers are typically happy to sing your praises and encourage others to do business with you.

Sample – Calm CBD –

Behind-the-Scenes Video

Take your customers and clients into your inner circle with a behind-the-scenes video of your operation. Make them feel like a valued part of your company by showing them how your business works. Customers will feel more invested and loyal to your business and your brand.

Sample – Everything Kitchens –

Increased Exposure, Customer Engagement

Video Blog

Put one of your most knowledgeable and articulate employees in front of the camera and hit record. An ongoing video blog, or vlog, opens a window for your customers into the day-to-day operation of your business. A video blogger can update customers and prospective customers with the latest news at your company, as well as covering topics related to your business and industry.

Sample Gary Vee –

Live Streaming

Live streaming will take events such as building or product unveilings, conferences, or awards ceremonies to another level of customer engagement. React live to customer questions or comments while you bring them into a special event or announcement.  

Sample – Gary Vee –

Video Emails

Adding a video to an email newsletter or ad campaign significantly increases the chances of them being opened and clicked through. A video presentation in an email takes your email campaigns to another level of customer engagement.

Sample – Dubb is a great platform record and embed videos into your emails and communications –

Product, Service Explanation


For products or services that are especially detailed or involved, a webinar video can break it down into digestible segments and provide reference material for future use. Webinars can be live-streamed to allow for feedback and questions and then can be archived and used for future viewing.

Sample- Trend Watching – Trend Watching –


You are the expert for the items you sell and your customers should be able to turn to you to show them how to maximize the benefits of the items you sell. Videos allow you to take the time needed to teach your audience about specific aspects and elements of your products or services, or other industry-related processes.

Sample – Her Imports –

Product Tour

A video product tour allows customers to fully inspect the uses, benefits, and features of your product to provide a complete understanding of what they are purchasing.

Sample – Corvel Care MC –

Videos are Essential for Digital Marketing Campaigns

Videos are no longer a luxury accessory to advertise products and services. Any effective digital marketing plan must include some video elements to have a chance at grabbing the attention of today’s consumer.

High quality, highly effective video presentations will increase your brand awareness, generate website page views, and ultimately increase sales and revenue.


Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.