7 Types of Video Content to Use For The Buyer’s Journey

30 November, 2017  

If you want to run a successful video marketing campaign, then you must know about all your tools.

Well, your best tool is video content, but that is such a broad term! There are lots of different types of video, and you must know which ones to use, so they will really prove to be effective.

Sometimes it’s tricky to know which types of video content you can use, but the secret is to know when to use each type of video. This is done by knowing your buyer’s journey like the back of your hand, and identifying the content that your prospects are looking for, in each stage of the buyer’s journey.

So, do you know what the buyer’s journey is?

Understanding your Buyer’s Journey

It’s the process that your customers go through, all the way from realizing that they’ve got a problem, looking for products or services to address that problem, to the final purchase of the chosen product.

During the buyer’s journey, your prospects have different needs. These needs vary at the beginning of the journey, in the middle of it and at the end; this is why there are specific names for every one of these moments.

Your job, as a marketer, is to identify every step of your buyer’s journey and these different needs of your clients, so you can deliver the video content that they need at the right moment.

But, why should you be using video?

Video Content: The present and future of online marketing

If one image is worth a thousand words, then a video is worth a million.

No, really. It’s estimated that one minute of video is equal to 1.8 million words. Also, did you know that the majority of executives prefer watching video than reading text?

This is because introducing video in your marketing strategy will help customers convert, and also increase interactions with your brand. This is especially true when we’re talking about inbound marketing.Using video in the right way, means that you’ll be attracting visitors and buyers in an organic way. “The right way” means knowing the stages of the buyer’s journey and using the right kind of video.

Let’s talk about that, shall we?

Video marketing guide for 2020

Buyer’s Journey: The Three Stages

Awareness Stage

The awareness stage is the first step of your buyer’s journey.

Here, your buyer is identifying a problem that they might have, and they’re just doing  preliminary research about it.

Right now, your main goal is to give a great first impression. Also, you must be ready to have the answers that they might be looking for.

  • Commercial Ads

A commercial ad is one that will share your brand’s spirit with your leads.

By using great storytelling (this means having a high-quality script, and hey! We’ve got a free e-book on that), you’ll meet your goal of engaging your prospects.

As we mentioned before, you need to give the best first impression. Let me show you how to do this, with an example:

  • Educational Videos

Whether you’re teaching the best way to change a lightbulb, or showing the steps of the explainer video production process; educational videos are great to retain your prospect’s attention.

Why? Because everybody likes to learn new things. And, during the awareness stage, your prospect is looking for answers, trying to identify their problems, and doing research. Your job right now is to give them the answers they need.

Educational videos are interesting and easily shareable; and they can be really fun too. A great way of making them fun is to create an animated video.

Consideration Stage

During the consideration stage, your prospects are now fully aware of their problems, and now they’re actively looking for solutions.

Your future customers are considering some products or services that may be useful for them; and your job is to show them how your product is exactly the one they’re looking for.

Explainer Videos

An explainer video is the one that simplifies a complex concept and makes it interesting and easy to understand.

Basically, an explainer video introduces your brand and your product and lets your prospects know why they need you. And, what’s best, it does it all in just a few seconds: perfect to retain your audience’s attention.

There are different types of explainer videos for you to choose from, let me show you:

  • Whiteboard Animation Videos:

Whiteboard Videos tell stories using a black continuous drawing on a white background. Classically, it featured a real person drawing over a real whiteboard; but now everything’s more digital, and cleaner.

It still keeps its basic three elements, which are a white background, the black drawing and the drawing hand.

High-quality whiteboard videos are really engaging, let me show you an example!

  • Cartoon Marketing Videos

Cartoon Marketing Videos use humor in a smart way, paired with a great quality animation. They work wonders for explaining your business idea to your customers, with a quick and simple approach.

  • Motion Graphics Videos:

Motion graphics videos are kind of a sophisticated approach to explainer videos. They use elegant and colorful graphics in an educational way, to explain a complex product or service.

  • Product Videos

A Product Video is a great way to show how useful your products can be for your audience. Why? Because you’ll be showing them in action.

A classic way to do this would be by showing a real person using the product, making your viewers identify with the person; but this is not the only way.

You could use, for example, a screencast video to showcase a digital service; or an animated video, which will make your video stand out.

  • How-to Videos

How-to videos exist to anticipate to your client’s questions, and solve them, in a fun and entertaining way.

Use How-to videos as a chance to educate your audience.

Decision Stage

The final stage, the moment of truth. Right now, your customers will be making the purchase decision. How can you encourage them to give the final step in the right direction? (Which is, of course, choosing your product!)

  • About your Brand

With an “About Us” video, you’ll get the chance to build real trust with your prospects, showing them the real people behind your brand.

A potential customer, in this stage, wants to feel like they really know the brand that they’re about to buy from. This is why you will show them the insights with a video.

The important thing here is to be authentic. Look at this example:

  • Testimonials and Case Studies

Testimonial Videos and Case Studies are the ones that will increase the confidence that your prospects have in your brand and product.


By connecting with your brand’s advocates, your prospects will find the validation they need to finally make the purchase.

But to be really effective, your testimonials have to be real. Forget the script, and let your real customers give their stories. We have some examples in our Testimonials page, but take a look at this one!

Brand Loyalty: The Delight Stage

Let’s say the delight stage is a “non-official” part of the Buyer’s Journey, but still it’s an important one. Basically, it’s everything that happens after you’ve landed a sale: how can you build brand loyalty with your consumers, using video?

Of course, like the other three stages, the key is to use the right kind of video.

  • Thank You Videos

Thank you videos are really interesting, because your customers probably aren’t expecting anything after they’ve bought your product. So these videos come as a nice surprise to them; and that’s the secret, to be thankful when they’re not expecting it.

  • Upsell Videos

After your customer made the decision to buy one of your products, a great way to generate additional sales is to offer complementary products and services, that align with the one they’ve just bought.

You can do this by having upsell videos, ready for them, to show products that make sense to your customers.

  • Video Updates

Video updates will create additional value for your customers. If they liked your brand, then they’re probably already following you on your social networks or have subscribed to your mail updates.

Take advantage of that! Every time that you want to announce a new feature, or new product, upload a video update.


Yes, video content is extremely powerful for your marketing campaign! But you have to use it wisely.

This means, knowing your buyer’s journey very well, and the different types of video that work for all the stages of it.

  • For the awareness stage: deliver some useful data and make a great first impression.
  • For the consideration stage, information is key so your prospects can choose the best option for them.
  • For the decision stage, give your prospects that final reason to choose you!
  • And, last but not least, in the delight stage, go the extra mile and be thoughtful and thankful to your customers. And remind them why they must come back to your brand!

If you follow these tips, you’ll have the power to boost your marketing campaign, using video! If you’re interested in this topic, go take a look at our blog to find some inspiration!

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