Discover the best marketing video types for 2025, as revealed by 15 industry experts. Uncover actionable insights and strategies to supercharge your video marketing and drive engagement.

Video marketing is becoming more important these days.

But with tons of different marketing video types and formats out there, it can be tough to figure out which ones work. 

So, the video research team at Adilo, an online ad-free video hosting platform, chatted with 15 experts and got their preferred marketing video types.

They spilled the tea on the best marketing video types that can drive engagement, persuade the audience, and power your video strategies. 

Read on to find out what these experts told us.

Key Insights

• Three of the 15 experts we spoke to say they prefer demo videos.
• Five experts prefer behind-the-scenes videos.
• Four love explainer videos.
• Tutorials are popular among 40%, making it the most preferred video type.
• Seven experts mentioned more than one preferred marketing video type.

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The 12 Preferred Marketing Video Types By Experts

We spoke with 15 experts, and they shared their preferred marketing video types. Learning from them can help you supercharge your video strategies and make more impact.

1. Demo Videos: Combine storytelling with practicality

Three out of the 15 experts we spoke to say they prefer demo videos.

Frank Sondors, Salesforge.Ai, “The format I prefer the most is the demo video, especially for SaaS products. A well-made demo gives prospects a clear picture of how the product solves their problem, which is often the deciding factor in a purchase.”

Frank believes demo videos stand out due to their ability to combine storytelling with practicality.

According to him, people want to see how something works in real life, but they don’t want to sit through long explanations. He thinks that keeping the videos concise is key to winning with demo videos.

Eric Holtzclaw, Linger says, “Demo videos are excellent for showcasing your product in action. These work well for leads who are further along the buyer’s journey and need a push to take the next step.”

Alex Lefkowitz, Tasty Edits prefers short demo videos featuring influencers.

According to him, “Going by the recent statistics we see, the most effective video marketing format right now are short-form demo videos, especially those featuring influencers.” 

Alex thinks that for consumer products, nothing beats people’s favorite content creators giving them a test spin on camera.

Action Plan

• Use demo videos to demonstrate how your product solves customers’ pain points.
• Keep your demo videos short and straight to the point.
• Make your demo videos fit the customer’s journey so that they feel personal—this will encourage them to buy your product.
• Feature influencers in your demo videos to boost awareness, gain credibility, and crack new markets.

2. Animated Videos: Visualize stories to explain complex ideas

Only one expert we spoke to prefers animated videos.

Mushfiq Sarker, LeGrande Marketing, “My preferred video format right now is animated video. Animated videos use motion graphics, illustrations, and design to create visual stories that can explain complex ideas or deliver engaging messages clearly.” 

Mushfiq thinks animated videos are awesome because they give marketers tons of creative freedom. They can explain tricky ideas or emphasize important stuff without the hassle of real-life filming.

He says, “The biggest advantage of animated video is its ability to hold attention and improve understanding. The combination of motion, color, and design grabs the viewer’s eye immediately.”

This is super important in a world where people scroll quickly and decide in seconds whether to watch or skip content. 

Mushfiq also believes adaptability across platforms is another thing that makes animated videos shine. 

To him, they perform exceptionally well on social media because the dynamic graphics pull viewers in even without sound. He also thinks this marketing video type works equally well on websites or in presentations, where the polished and professional look enhances credibility. 

Action Plan

• Explain complex ideas with visual stories.
• Combine stunning motions, graphics, and colors to grab attention on the fly.
• Get professionals to edit the video to enhance credibility. 

3. Highlight Videos: Showcase what you do best

Daniel Vasilevski, Bright Force Electrical, experimented with various video types but found project highlight videos super effective for showcasing their best work.  

“Project highlight videos allow us to visually demonstrate the quality of our work and the breadth of our expertise. Instead of just telling people about our capabilities, we can show them.” 

“We recently completed a video highlighting a large-scale commercial fit-out where we installed energy-efficient lighting and upgraded the power systems for a multi-story office building. The video walked viewers through the process, from the initial planning stages to the final installation.” 

Daniel said the transformation the highlight video showcases gives potential clients an idea of their capabilities and the level of professionalism they bring to every project.

He believes these videos are effective because they’re authentic and address those unspoken questions potential clients might have. They’re also interesting and showcase your expertise.

Daniel also mentioned that these marketing videos work for different people, like potential clients, partners, and even your team. They can be used on your website, social media, and client pitches.

“For a business like ours, where trust and professionalism matter, these videos are an invaluable tool to visually communicate our capabilities and commitment to excellence.”

Action Plan

• Use project videos to visually communicate your expertise and capabilities.
• Answers customers’ potential unasked questions.
• Capture every detail of your work process, including safety procedures, to build confidence in your services.
• Make the video relevant to multiple audiences, including prospective clients, partners, and team members.
• Use the video on your website, social media, and sales pitches.

4. Behind-the-Scene Videos: Bring your audience closer to the process

Behind-the-scenes (BTS) videos are very popular among the experts we spoke with.

Loris Petro, Kratom Earth, “My preferred video format is behind-the-scenes footage. This type of content brings people closer to the process and story behind a brand.”

Loris says this marketing video type gives customers an honest and unfiltered look at all the work that goes into the business, and that makes it super engaging.

According to him, people see the actual people and processes that make the products or services happen, which is something we usually don’t see in normal marketing.

He believes this video captures attention by offering something unique that viewers don’t typically see. It draws people in because it shows the effort, decision-making, and care that goes into delivering a product or service.

Loris also thinks they perform exceptionally well because they encourage interaction. 

“People are naturally intrigued by processes and stories that aren’t usually shared, which leads to more views, comments, and shares. Social media platforms reward this kind of engagement by pushing the content to wider audiences, increasing visibility without needing as much ad spend.”

Jehann Biggs, In2Green, believes behind-the-scenes videos work well for eco-luxury products.

“I prefer behind-the-scenes videos when showcasing our eco-luxury products. These types of videos allow us to tell the story of how we create our throw blankets and accessories, from sourcing sustainable materials to working with artisans.”

Jehann thinks this video marketing type adds a human element that connects our customers to the products on a deeper level. 

According to her, “Sharing the thought process behind our brand gives our audience a more intimate understanding of our commitment to sustainability, which is central to our ethos.” 

She believes this allows them to demonstrate the craftsmanship that goes into every piece, making the purchase feel more meaningful.

Brian Lim, iHeartRaves, says testimonials, behind-the-scenes content, and promotional videos are the marketing video types with the most success for a festival fashion brand.

“Behind-the-scenes videos allow your audience to see the human side of your brand. It shows them the passion, creativity, and effort that goes into every product.”

He believes that capturing the design process, photoshoot highlights, or even fun team moments will create a deeper connection with your customers.

Action Plan

• Build an emotional connection by giving people a sneak peek into your business.
• Demonstrate the expertise, craftsmanship, and decisions that go into making your products or providing your services.
• Add human elements to make the video authentic, real, and relatable.
• Deliver a more authentic experience with employee-generated, unpolished, vertical BTS videos.

5. Explainer Videos: Simplify complex ideas

Four of the experts we spoke to prefer explainer videos, making it one of the most popular.

Fergal Glynn, Mindgard, says it’s incredibly effective. According to him, “Explainers really help break down the complex ideas into a simpler format that’s equally informative and engaging.”

Explainer videos are effective because they help people retain information better. 

Fergal says this is because most viewers choose to retain information better when information is presented visually with clear explanations.”

Besides explainers, Fergal loves tutorials and behind-the-scenes videos, too.

“Though explainers and tutorials are fantastic for providing value to your audience, you can build a stronger connection with your viewers with behind-the-scenes content.” He believes behind-the-scenes video can help businesses show the human side of the brand.

For Eric Holtzclaw, Linger, explainer videos are not just for simplifying ideas.

He believes they are also ideal for building awareness, showcasing the “why” behind a product or service, and grabbing attention early in the funnel.

Deepak Shukla, Pearl Lemon, preferred video type depends on the audience and goals. 

He believes explainer videos are great for simplifying complex ideas, testimonials for adding authenticity, and tutorials for building trust and value. He also thinks demos are effective when you want to show products in action.

But the key to a successful video strategy lies in tailoring the video content to the buyer’s journey.

“Explainer videos work best at the awareness stage, while testimonials excel at the decision stage. Combining formats strategically ensures maximum impact and engagement.”

Nelson Huang, Arktop also says that his favorite video format depends on the goal.

He thinks explainer videos are ideal for simplifying complex topics or showcasing the value of a product. They work well for educating potential customers early in the funnel.

Action Plan

• Use explainers to help prospects understand how your product or service can address their pain points.
• Tailor your explainer videos to prospects at the top of the funnel.
• Combine explainers with other video types to reach customers at different stages of their buying journey.
• Leverage explainer videos to build product awareness.

6. Tutorial Videos: Show people how to get things done

Tutorial videos are the most popular among the experts we spoke to, with 40% preferring them.

Mark Sanchez, Tropical Residential, says that tutorial videos have been super helpful in the real estate business. They provide simple, step-by-step instructions on how to navigate the buying or selling process and explain terms, strategies, and what buyers and sellers can expect.

“Real estate intimidates a lot of people, and having a tutorial video to walk them through the process makes it less intimidating. Our clients like having these instruments to refer back to, especially when they are making significant investments like purchasing their dream home or investment property.”

Mark is not just a fan; he sees a promising future for tutorial videos.

“I envision tutorial videos with more AI elements, such as user-specific walkthroughs based on activity.”

For instance, a homebuyer watching a tutorial may receive recommendations based on their specific decisions and browsing history. The tutorial will be even more helpful and convenient for the viewer through AI-powered personalization. 

He believes that real estate content that adapts based on user activities will increase engagement and make people feel more at ease in their decisions.

Alex Lefkowitz, Tasty Edits, thinks that testimonial videos and tutorials have become way more popular in the B2B world lately. He’s noticed that social proof is more valuable than ever, and businesses now expect to find extensive tutorials for any new tool or service they buy.

Nelson Huang, Arktop says, “Tutorials are perfect for building trust and establishing authority, especially for brands selling technical or lifestyle products.” 

Nelson believes that these videos are super effective because they drive engagement and retention by addressing specific customers’ problems and pain points head-on.

Frank Sondors, Salesforge.Ai believes tutorial videos have more uses than just teaching people things.

He believes businesses can use them to onboard new customers and keep their current customers coming back for more. But if you’re trying to build trust with your audience, he suggests testimonial videos—he thinks they’re effective.

Frank advised that before choosing a video type, businesses should always consider what their audience wants to see and how they’ll engage with it. This will help them get the most out of their video marketing.

Action Plan

• Provide D.I.Y tips to customers and prospects.
• Use AI-powered personalization to tailor tutorial videos to your audience based on their needs.
• Use tutorial videos for seamless customer onboarding experiences.
• Drive customer retention with extensive tutorials on how customers can get the most value from their purchases.

7. Promotional Videos: Draw attention to your offers

Promotional videos serve as powerful tools to highlight products, upcoming auctions, or services. Linzi Oliver, HorseClicks says they’re essential to their strategies. 

“Given how niche the equestrian industry is, promotional videos help us draw attention to horses for sale, gear, and everything in between in an engaging way. We use them to evoke emotion and excitement, aiming to show the lifestyle and values that come with being part of the equestrian community.” 

He believes that when done right, businesses can leverage promotional videos to convert passive viewers into active buyers by showing off the true potential of their offerings.

Linzi predicted that video content will evolve, leaning heavily into immersive experiences, particularly virtual reality (VR) or augmented reality (AR) promotional videos. 

He thinks this will allow prospective buyers to interact with products in a virtual space, providing a more realistic experience from the comfort of their own homes. 

Brian Lim, iHeartRaves believes promotional videos allow brands to step fully into their brand identity, ethos, and energy and create an image that their target audience wants to be a part of.

He says, “Through bold visuals, high-energy music, and stunning product shots in real-world settings like festivals or events, you create an aspirational image that aligns with your core audience’s lifestyle.”

Action Plan

• Create promotional videos to highlight your product’s benefits and features.
• Prioritize product benefits over features.
• Integrate VR or AR into promotional videos to deliver immersive, realistic experiences.
• Make a statement with bold visuals, upbeat music, and stunning product shots.

8. Testimonial Videos: Share authentic customer experiences

Testimonial videos on sales pages can boost conversions by 80%. And it makes sense since around 72% of customers trust a brand more when they see positive video testimonials and reviews.

So, it’s no surprise that testimonial videos are one of the most preferred marketing video types today.

Nelson Huang, Arktop, says, “Testimonials are highly effective for building credibility and social proof, especially in the luxury and e-commerce space, where trust is a key factor in purchasing decisions.”

Brian Lim, iHeartRaves believes these videos are effective because of the social proof and authentic customer experiences they offer. 

Brian Lim, from iHeartRaves, thinks these videos are effective because they show real customer experiences and social proof.

As the founder and CEO of a rave fashion brand, Brian knows from experience that featuring happy customers—especially buyers, influencers, or artists—in testimonial videos can help build trust and drive sales in the highly visual and community-centered fashion industry.

Action Plan

• Create video testimonials for authentic, happy customer experiences.
• Use video testimonials as social proof to boost conversions.
• Feature influencers in testimonial videos to build credibility and trust.

9. Short Videos: Capture quick engagements

The Adilo Video Research team analyzed over 49,200 eCommerce YouTube videos and found that videos between 1 minute, 30 seconds, and two minutes get the most views. 

Short videos are the way to go if you want people to engage with your content quickly. Peter Murphy Lewis, Strategic Pete believes these videos will dominate in 2025. 

However, for him, it’s not just any short video, but “raw thought leadership, 15 to 90 seconds, vertical, no hard cuts, direct camera, and non-PR-filtered content.”

Pete believes that high-gloss polished videos that scream ‘advertisements’ won’t work in 2025.

What works? “Founder-led thought leadership, shot in a single take, no music, no captions, no hard cuts—just expertise, straight into the lens.”

When the team at Strategic Pete experimented with this type of video, the results were impressive—a 27.4% engagement rate and 5x the shares. Peter thinks this is because humans don’t believe in perfection, but in what’s real.

He advised businesses to break one ten-minute video into 50 separate assets to share across social media. Each short clip should flow right into the next one, leading viewers on a content journey. 

Peter believes that retargeting and sequencing content this way creates a narrative arc that can engage audiences for weeks instead of seconds.

Action Plan

• Go big on short videos to drive engagement.
• Prioritize raw, unfiltered, and vertical short videos to deliver authentic experiences to customers and prospects.
• Feature top-level executives in vertical, non-polished short videos to aim for thought leadership.
• Run a short video drip campaign to create a narrative arc and sustain audience engagement.

10. Video Podcasts: Achieve thought leadership

The number of podcast listeners globally is around 546 million in 2024. And it’s still growing! Experts predict that by 2027, that number will shoot up to over 651 million.

Image Credit: Backlinko

The video podcast is now the rising storm.

Fergal Glynn, Mindgard says this marketing video type is gaining a lot of attention and momentum among their audiences. He also believes that businesses are seeing impressive results from video podcasting.

“Brands today are using live streams – and are noticing a three-times increase in their engagement rates.” 

He observed that video podcasts are increasingly becoming an essential marketing tactic for creators and businesses, offering them opportunities for thought leadership and personal storytelling.

Thankfully, Adilo makes video podcasting effortless. 

The built-in all-in-one video podcasting studio provides you with all you need to get started, including studio-quality audio recording and podcast hosting, distribution, and promotion.

Action Plan

• Build industry thought leadership with video podcasting.
• Join Adilo to host and distribute your video podcasts.
• Embed video podcast episodes on relevant blog posts and pages.  

11. Shoppable Videos: Drive real-time purchases

Fergal Glynn, Mindgard says his go-to marketing video types are explainers, tutorials, and behind-the-scenes videos. But looking ahead, he thinks shoppable videos will become a big deal and take over after 2025.

“If I look beyond 2025, I think we all can witness a considerable rise in interactive video content, expected to dominate with shoppable CTV integrations. It includes shoppable videos on connected TV platforms.”

This video format will enable viewers to buy things directly from the videos they’re watching, driving real-time purchases. He also thinks we’ll see more AI-generated video content and an increase in short videos on different platforms.

Action Plan

• Encourage real-time purchases with shoppable videos.
• Host videos on Adilo to explore shoppable videos beyond connected TV (CTV).
• Use short videos to drive engagement.
• Integrate AI to personalize shoppable videos based on viewers’ behavior.

FAQs

Final Thoughts On the Best Marketing Video Types 

Ebony Coatsworth, Ebony May, “The most successful marketing video content is the content that doesn’t ‘feel’ like an ad.” It doesn’t matter if they’re explainers, demos, tutorials, or testimonial videos. 

Entertaining the audience, offering value, and educating them are the most important things. 

Also, pair authenticity with dynamic filming and quick cuts to enhance the narrative pace and create a sense of urgency or excitement.

And if your brand’s video strategy isn’t working, focus on giving the audience something valuable instead of just pushing your products.

Be the TV series that audiences are glued to, not the ad break where they mute and scroll.