November 11, 2021

The Top 10 Types of Video in 2021

It’s no secret that video marketing has become a must-have for businesses of all varieties. Current trends show that video marketing is fast becoming the dominant player in digital marketing and is essential for any business that wants to grow.

Let’s take a look at the latest statistics for video and the future of video content:

  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
  • 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
  • Mobile video consumption rises by 100% every year. (Insivia)
  • 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
  • One million minutes of video crosses the internet every second. (Cisco)

Even still, creating video can be intimidating, and you may be wondering what type of content you should be creating and if it’s worth it for your business. In this guide, we’ll cover the top 10  types of videos organisations are creating to reach their goals and grow their business.

1. Personalised video

Personalised video is becoming an increasingly popular choice for organisations given the high return on investment (ROI) as video personalisation results in a 16x higher email open rate and an estimated 4.5x increase in unique click-throughs (Planable).

Personalising video creates an instant connection between you and your customer and instantly enhances video watch times. A common misconception is that ‘personalised video’ means simply including the viewers name at the beginning of the video. At VML Technology, we believe in utilising data to make video as unique as the individual.

Video should and can include any data you have appropriately collected from your viewer. For B2B audiences this commonly includes name, job title, company name and industry whereas for B2C videos this can include everything from their nearest available store to their shoe size.

It’s important to note that personalisation can be an effective tool used across multiple types of video content and shouldn’t be considered as just one type in itself. As we go through the following examples, consider how personalisation could enhance the messaging and help you achieve your objectives.

2. Interactive video tells us that the average completion rate of interactive video is an astonishing 90%, proving that viewers are considerably more engaged when they are able to interact with the content they are viewing.

Interactive videos can be utilised to increase viewer engagement, conduct market research, drive traffic to your website and create in-video shopping experiences. The most common types of interactions used in videos include polls, questionnaires and any call-to-action from ‘learn more’ to ‘buy now.’

Interactive videos provide a gamified experience where the outcome of the video can be completely bespoke to the individual viewer based on the actions taken within the video allowing the video to optimise for the viewer in real-time.

Similar to video personalisation, interactive video shouldn’t be considered as one singular type of video but a flexible format that can be utilised in all types of videos to enhance engagement.

3. Onboarding videos

An effective onboarding video is key to making the right first impression and can be utilised for both employees and customers.

Onboarding videos can provide a solid foundation for long-term relationships and help you maximize employee and customer retention. It’s important to ensure that these videos are informative, easy to understand and achieve the specific objectives for your audience.

For new hires, the video should focus on making your employee feel welcome, provide job-specific training and introduce the company’s policies and culture. For new customers, onboarding videos should educate your customers and empower them to get the most out of your product/service. If executed well this will significantly reduce the number of support tickets and customer service requests.

4. Sales Presentations

Gone are the days of in-person meetings, and while video meeting software is a suitable substitute, a sales presentation video can help you stand out from the crowd.

Getting all the key decision makers from one business in the same video call at the same time can be extremely challenging, especially if you’re dealing with organisations across the globe.

Using a pre-recorded sales presentation gives multiple people within an organisation the ability to watch your pitch in their own time and share it with colleagues if they need to. This also massively limits the back and forth of emails and can help accelerate your sales process.

5. Product videos

According to Hubspot, 72% of customers would rather learn about a product or service by way of video. Product videos are an effective tool for showcasing your product’s features and benefits and often include examples of how it works.

A range of product videos can be created from ‘how-to’s’ to product demonstrations. These types of videos are particularly beneficial for potential clients who are at the awareness and consideration stages of the customer journey as they provide a clear understanding of your product/service offering, all while engaging your target audience.

6. Internal training videos

While recently exhibiting at a virtual event, Security and Policing 2021, our team noted that a recurring topic was remote training and e-learning. Video, as the most informative medium of communication, is extremely effective in educating staff and allows for valuable, continued learning for remote employees.

Training videos can be utilised right across your organisation, from entry level staff for baseline understanding right up to management level to provide opportunities to upskill. Additionally, video training is extremely cost effective in comparison to in-person training and can be continually repurposed to maximise ROI.

7. Testimonial videos

Testimonials are a great way to enhance your organisation’s reputation and build credibility, testimonial videos take things a step further by giving your clients the opportunity to fully discuss the tangible results they have achieved by using your product or service.

These videos can be used by your clients to discuss, at length, how they utilise your company’s offering to reach their business goals. Perfect for instilling trust, testimonial videos can be used across your website and social media to target prospects in the same or similar industries and provide inspiration as to how they can also use your services in the future.

8. Company culture videos

One of the main benefits of creating company culture videos is attracting top-tier talent. More often than not, candidates want to know what happens behind-the-scenes at your company to see if they would fit in with the culture and see the full range of opportunities they would have access to from mentorship to career development.

They’re also a great way of letting your employees’ personalities shine by giving them the opportunity to create videos that aren’t necessarily work-related. At VML Technology, our employees use VML Platform to share scenic walks, instrument playing and painting tutorials. This is a great way for team members to increase morale and allow staff to get to know each other while working remotely.

9. Social Media Videos

Social media videos are key to customer acquisition with 93% of companies claiming they got a new customer because of their video content on social media (Small Business Trends).

One of the most important things to consider is how you incorporate your company’s logo branding within your social videos as the main objective is to raise brand awareness. When conducting a survey with our clients, 85% agreed that they felt more comfortable posting video to social media using our automated branding packages as this ensured their videos were always on-brand and professional looking.

Videos on social media receive significantly more attention and engagement than static posts and encourage followers to visit your website resulting in more traffic and potential leads.

10. Thought Leadership Videos

Thought leadership videos are an ideal way to share your company’s expertise and build your profile as an industry leader.This type of video should be used to engage and educate your customers and prospects.

Before creating a thought leadership video ask yourself: What insights can you provide that no other company can? Did you recently conduct a survey? Could you discuss your findings in a video and what it means for the future of your industry? The possibilities are endless.

In summary, there are various different types of videos that could achieve the best results for your organisation, but you won’t know until you try. Keep trying different types of videos and styles that align with your brand’s tone of voice and once you work out what types of video are generating the most interest, leads and income, keep iterating these.

We recognise video marketing is a fundamental part of organisations’ content strategy, that's why we are here to empower you to create engaging video to meet your business goals. If you require further assistance, feel free to reach out to our team for more information or assistance on

Aynsley Longridge
Product Designer