You’re launching your business and you know video is an important part of a great marketing strategy – but where do you begin? There are hundreds of ways you can incorporate video into your marketing plan, and getting started can feel overwhelming. 

While no business is the same, there are some trustworthy best practices when it comes to video marketing for startups. If you’re deciding where to allocate your precious resources to ramp up your video strategy, check out these five kinds of videos; they’re a great place to start. 

1. Explainer Video

An explainer video is just that simple – it’s an overview of your company, product, or service. It’s a great way to onboard new users, and the perfect video to feature on your homepage or in marketing emails. 

For a great example, check out this Apple Pay explainer video. Notice how they craft a narrative, first introducing the product, and then sharing its benefits to reinforce key brand messaging. Next, they share step-by-step instructions on how to use the technology. Take note of how Apple avoids using actual user interface images; when you show your real product, your video becomes outdated as soon as you make product updates. This approach extends the longevity of your video, which is critical when startup dollars are limited. 

2. Brand Video

A brand video is distinctly different from an explainer video in one key way; while an explainer video aims to educate your audience on your business, a brand video aims to make them experience a certain emotion as they get to know you. Think of your brand video as a movie trailer; it doesn’t disclose all the details, but it gets you feeling amped up. 

This kind of video can be great to use before a pitch to liven up a room, in a tradeshow booth, or on your website. For a great example, check out The Modern College of Design’s brand video, which they used to recruit students when they rebranded the college. As you watch, notice how simple the video actually is; it’s mostly text on screen, but the artistic use of music and movement create an energy that leaves you wanting to learn more. 

3. Demo Video

There’s no better way to sell a product than to show it in action. A demo video shows your customers exactly how your product works so they can envision it improving their lives. This kind of video is a perfect accompaniment to a sales pitch, website, or social media campaign. 

Demo videos are great for software companies like Lyft or Google Docs, but they also make a lot of sense for products that need a more in-depth explanation. For a great example of a software product demo, check out the meditation app Headspace’s product demo:

For a great example of a physical product demo, check out the robovac Eufy’s product demo:

4. Tutorial Video

While demo videos show your product in action, tutorial videos show how to use your product in detail. You’ve probably used these yourself in the past as you learned how to use a new application on your phone or a new device at home. Check out these examples of great tutorial videos, one from IKEA showing a tutorial for a physical product and one from Quickbooks showing a tutorial for a digital app. These videos not only answer common questions, but they can alleviate stress on your customer service team by proactively answering user inquiries. 

5. Testimonial Video 

Think about how often you rely on the opinions of others to make purchasing decisions. You might ask a friend before trying a new subscription service. Or read a Yelp review before going to a restaurant. Or check out a retail store’s Google reviews and images before venturing out for a visit. Hearing from others that a company improved your life is an incredible motivator, which is why testimonial videos are a wise investment for a startup. 

To get started, have the customer explain their business to provide context; sharing why they love you without knowing who they are isn’t an ideal viewer experience. Then guide them to share the problem they faced before they found your company, product, or service. Finally, the aha: ask them to share what it was like to interact with you, how you solved their problem, and why they love you. Want to see a great example? Check out this customer testimonial video from Hubspot.