3 kinds of video you may not have considered
James Cresswell gravatar avitar

3 kinds of video you may not have considered

Author: James Cresswell | Posted on: 22 April 2021


Video is a vital part of any marketing strategy. However: just as marketing goals can significantly vary, so too do the kinds of videos that help you to accomplish them.

Here some different types of video that you might want to consider adopting:

video types

Live video

Live video is something that has grown significantly in popularity during the pandemic.Platforms like Instagram, Zoom, and Facebook Live have been used for a variety of activities including work meetings, live music, seminars, and Q&As.

From a marketing perspective, live videos can be really valuable for engaging an audience. Research by Forrester found that “users watch live video 10 to 20 times longer than on-demand content”.

It could be that the ability to respond in real time makes live video more engaging. Say you’re showcasing a new product, for example: a live video would be a perfect way to keep viewers engaged by addressing their questions as they come in. Many universities as well have been able to use live video for “virtual tours” that promote their facilities conveniently, without losing the more authentic personality of an in-person tour.

Promotional documentary

Online video is typically shorter-form content optimised for social media platforms, but that doesn’t mean business should write-off the idea of longer videos altogether. Particularly for brands who have found their own niche and want to maintain that audience over the long-term, a more in-depth and long-form video can be a really valuable investment to make. As Evelyn Timson, writing for Business2Community writes:

“Long-form video content is excellent for capturing attention with niche-topics, building brand affinity and brand identity, establishing your business as an authority within your industry, and creating emotional experiences that audiences will remember.”

For this video that we worked on with USE-IT!, for example, the client wanted a video that would serve as an in-depth demonstration of what their project had achieved locally in Birmingham, and how their success could be replicated elsewhere. A longer video was perfect for fulfilling the project’s particular aims: we could use expert interviews and more ambitious drone shots to do justice to their story, while keeping things engaging and pacy with a nicely divided chapter-based structure.

Another particular advantage of long-form video is that it leaves you with a wealth of content that you can repurpose into shorter-form videos, too. For the USE-IT! project, we were able to make a short trailer for each of the four chapters; perfect for posting directly to social media.

Video case studies

A video case study can be one of the strongest marketing tools at your disposal, because there’s no better spokesperson for your business than a satisfied customer. What a really good case study video can do is illustrate the value of your product or service in a way that blends the authenticity of word-of-mouth with age-old storytelling techniques.

Take a look at the example above, for example. We see how Foehn’s customer was faced with an obstacle, and then we find out how Foehn’s services helped them to overcome that problem.

Video case studies, as we discussed in an earlier blog, can also be achieved just as effectively while many COVID restrictions are still in place, through techniques like remote filming and even creative animation.

If these examples have inspired you, or if you’re interested to know more about which style of video might best suit your marketing aims, please don’t hesitate to contact us.

Related content


Author: James Cresswell

James Cresswell gravatar avitar
James is our copywriter and social media manager here at Ember Television. He joined us after studying an MA programme in Film and Television: Research and Production at the University of Birmingham.
3 kinds of video you may not have considered



Scalable Capital | Testimonial

"We were delighted with the speed, efficiency and reliability with which the Ember Television team produced our video."


Systems Integration | Testimonial

"Ember worked incredibly well under the pressure of a tight deadline and a difficult brief."


Birmingham City University | Testimonial

"Ember Television should be commended for appreciating the needs of their clients and the 100% commitment they give to projects."


CPA - Video Case Studies | Testimonial

"There is no question that... we have strengthened the impact of our messages, it has made it easier to communicate and engage with clients and has been well received."