September 05 2022

15 Types of Online Video Content Every Marketer Should Embrace

We all know video is a phenomenal marketing tool. Video dramatically increases engagement, increased web conversions, and can help train, inform, and retain your customers – increasing retention and loyalty. People are watching more video online than ever before – in fact, over 80% of all global Internet traffic now comes from video content.

As the volume of online video watched has doubled in the last few years, 81% of marketers surveyed stated that video helps them increase customer acquisition and retention. However, as a business, sometimes it’s difficult to know where to start within the world of video and taking that first step can often feel daunting. Fear not however, at Mediaworks we have a team of experts who can help guide you every step of the way.

We’ve put together a comprehensive list of our fifteen favourite video formats to help get your creative juices flowing. Check out our examples below:

1. Branded Informational Videos:

Branded informational videos are the bread and butter of the video world. They form the basis of any great social strategy and are a fantastic tool for a variety of uses. Simply put, a branded informational video is a chance for your business to shout about what’s important to you. This could include interviews, graphics, or drone footage – whatever you’d like! Top tip: make sure you include an engaging call to action!

Case Studies

Stagecoach – The World Has Changed

Stagecoach asked us to produce a short video that would reassure potential passengers and welcome them back onboard Stagecoach services following the Covid-19 pandemic. We produced an informative and emotive piece of content of which both Mediaworks and Stagecoach could be proud. The video achieves all the objectives set out in the early stages of pre-production and currently has 280,000 views on Stagecoach’s YouTube channel.

AAF International – N-Hance Promo

AAF International is one of the world’s leading air filtration experts and worked alongside Mediaworks to produce an innovative and dynamic promo that raised awareness of their product range. With a focus on climate change and environmental challenges, AAF International decided to use a professional voiceover, alongside both 3D and 2D animation, to tell their story. AAF International was delighted with the final product.

2. Branded Mini-Docs:

Branded ‘mini-docs’ – or branded mini-documentaries – are similar to branded informational videos, but they differ in one key aspect: the story. Traditionally, informational videos provide more educational content, branded documentaries tend to tell an engaging story too. All of the big hitters do this well – think Nike, John Lewis, and Under Armour to name a few. Allow your brand or business to be personable enough that there’s an emotional response to your marketing.

Case Studies

United Utilities – Farm Interventions

United Utilities, which provides water and wastewater services in the North West of England, worked alongside Mediaworks to produce a series of videos to support their Catchment Systems Thinking (CaST) approach. CaST is United Utilities’ unique approach to manage catchments holistically and incorporate environmentally friendly and collaborative thinking into decision-making. As part of the deliverables, Mediaworks produced a series of content assets for United Utilities, including:

  • An animation that highlights the importance of natural flood management,

  • A video promoting the launch of the United Utilities app,

  • A live-action video discussing mixed land use,

  • A live-action video about farm interventions,

  • An animated video all about Woodland Management,

  • And a campaign launch video.

United Utilities – Mixed Lane Use

United Utilities wanted to raise brand awareness through video marketing. The goal was to tell the story of Matthew Fearon, a contract shepherd who has worked in partnership with United Utilities to control and manage water quality around Thirlmere Reservoir. After a thorough pre-production process including a shoot-day plan, storyboard, and risk assessment, we met up with United Utilities and Matthew near Helvellyn and captured all the content we required in one day. We then spent an additional two days editing, sourcing a soundtrack, colour grading, mixing, and mastering, before finally exporting our finished product. We also ensured that the video was subtitled and used the optimal format and length for social media. The result is an illuminating piece of content that effectively tells the story of United Utilities’ partnership with Matthew. The client was extremely happy with the results and is their top-performing video to date across their social channels.

3. Branded Entertainment:

A branded entertainment video is any video primarily intended to entertain and is supported in some way by modest product placement or subtle branding.

The difference in all three of these high-priority video formats is that the branding is subtle and doesn’t immediately jump out at you. The primary message isn’t about the brand, it’s the story/narrative that takes centre stage. However, through the use of props and branding, the business’ brand and identity can still be conveyed to the viewer.

Case Studies

Balhousie Care Group – 30th Birthday Celebration

Mediaworks was recently asked to work alongside Balhousie Care Group, Scotland’s largest private care provider, to deliver a video for their 30th Birthday celebrations. The brief was simple: to show how connected both residents and staff are across the group. How did we achieve this? We came up with the concept that Balhousie Care Group staff members would pass a branded beach ball from one location to another. Using clever editing and pre-planned angles, we managed to achieve the desired effect, and the client loved the final results. The entire Mediaworks video team really pushed their creative boundaries and delivered an outstanding end result for the client.

Efes – Social Ad

Mediaworks worked alongside Efes, the 6th-largest brewer in Europe and the 11th-largest in the world, to produce a short video promoting their alcoholic Mediterranean-inspired beverages. Working with the team internally, we were able to capture and record a series of Teams calls, which were edited together to produce a video in which a bottle of Efes is passed seamlessly from one location to another, being enjoyed along the way. The client was thrilled with the end result and so were we. The video is a fantastic example of how utilising a creative approach and thinking outside the box can deliver greater results.

4. Product (or Service) Marketing Videos:

An effective product or service video will tell your ideal buyers how your product or service works, show them how it’s used, and allow them to imagine doing so themselves. Marketing videos don’t have to be solely focused on the product/service, however, and it’s entirely possible to include relevant interviews and cutaways. Service marketing videos can also be story- or narrative-led if it suits the product or service on offer!

Case Studies

Heriot-Watt University – Sports Science Promo

Heriot-Watt University asked Mediaworks to produce a series of videos that would effectively promote their Sports Science/Sports Performance degrees. Heriot-Watt wanted the videos to appeal to prospective students, ensuring the courses’ key benefits were clear in the final product. By working closely with the Heriot-Watt University team, we were able to come up with a storyboard that had a clear and effective narrative and hit all of the prerequisite key points. After this was agreed upon, the Mediaworks team got to work on making sure to shoot the efficiently planned content. On set, we had two days to capture all the necessary footage, following the storyboard closely to make sure all footage captured was relevant. One of the key challenges in this project was time. We had been ambitious in our aims early on, so the timings we laid out in our schedule had to be met. However, due to the hard work of the team, everything went as expected. In terms of outputs, we delivered a one-minute ‘hero’ video as well as both 30-second and 15-second versions in three formats – 16:9, 1:1, and 9:16. Nine total videos were delivered before the set deadline, and the client was exceptionally happy with the delivered content.

Heriot-Watt University – Languages Career Promo

Heriot-Watt University tasked Mediaworks with creating a series of videos that not only shouted about the range of language degrees available to prospective students but also focused on the diverse scope of careers that a degree could lead to. After a thorough pre-production process, which included all relevant planning documents and a storyboard, we spent one and a half days on-site at Heriot-Watt University’s Edinburgh campus. We interviewed three HWU alumni and one current student to capture a variety of relevant b-roll. Once edited, we delivered one 3-4 video to be used as ‘hero’ content and a variety of shorter edits in multiple formats to be used across social media (1:1, 9:16).

5. Product Demonstrations:

Product demonstration videos do exactly what they say on the tin: they demonstrate your product to potential customers. Product demonstration videos can take many forms, and they can be extremely engaging and creative when done correctly. They are the perfect opportunity for your business to shout about the USPs of its products.

Case Studies

Safer Date – App Preview

Safer Date, the only dating app which carries out real-time biometric-ID and criminal background checks, asked us to create a short video to promote the launch of their upcoming app. We put together a short promotional video that highlighted the key features of the Safer Date app to be used both across social media and as an app store preview. We did this by combining captured footage of the app in-use with relevant, on-brand animated assets. One of the key challenges we faced along the way was our access to the live app. As the app was still being built at the time of production, we couldn’t capture footage of the app being used in person. Instead, we recorded all phone sequences with a green screen/chroma key, mapped out the intended gestures, and re-created the app and animations in post. We think the final results speak for themselves.


GMS is a global supply chain company that works alongside thousands of businesses from varying sectors. GMS approached Mediaworks and tasked us with creating a creative, informative, and captivating product promotional video. Utilising a variety of animation techniques, including 2D, 3D, and wireframe effects, we were able to capture GMS’s products accurately on screen. when combined with VO and sound design, it made for a fantastic end-product that the client loved just as much as we did.

6. Launch Videos:

Launch videos are a great way to create an initial buzz of excitement for your product, service, or business offering. Better yet, launch videos can take many forms. You can launch an app, website and portal, or even a new product. Communicating your USPs and including a concise call to action are both essential.

Case Studies

Sodexo – Protecta Launch

Sodexo, a multi-national facilities management company that provides catering, facilities management, employee benefits, and personal home services to 100 million consumers daily in 56 countries, asked Mediaworks to create a video that promoted their product/service Protecta. The Mediaworks video team put together a series of thorough pre-production plans, ensured the storyboard was accurate to the initial plans laid out by Sodexo and got started on the animation. Making use of relevant stock footage, we combined professional voiceover with industry-leading animation techniques, to produce a video that both explained the benefits of Protecta and highlighted why it is so important in a medical environment.

Johnnie Johnson – Website, App, and Portal launch

Johnnie Johnson Housing worked alongside Mediaworks to produce a series of videos to promote the launch of their new website, portal, and app. The Mediaworks team put together storyboards and laid out the foundations of the video, before jumping straight into the animations once plans were signed off. Using a combination of professional voiceover, screen recording, and animation, we produced a video that clearly demonstrates the relevant features of the app/website/portal and also ensures the video conveys the correct information to the target demographic. Johnnie Johnson Housing was extremely happy with the work of both the Mediaworks video team and Mediaworks in general, so much so, that we were asked to produce another series of how-to videos for users of the app/portal.

7. Explainer Videos (Animated):

What makes an animated explainer video engaging? First, engaging explainer videos are short, succinct, and concise, usually 60–90-seconds long. Second, the graphics. It’s one thing to have animated graphics that look nice, but it’s another to have graphics that complement the overall narrative. Animations need to speak to the audience on a personal level, fit with the overarching story and brand guidelines, and keep the audience interested. These types of videos can take many forms: fast, slow, character-based, typography-based, etc. The only thing holding an animated explainer video back is the imagination of the team behind it, anything is possible with animation.

Case Studies

Signifyd – SCA Explainer

Signifyd provides an end-to-end commerce protection platform that leverages its commerce network to maximize conversion, automate customer experience and eliminate fraud and customer abuse for retailers. Signifyd approached Mediaworks and asked us to create a short, animated explainer video around Strong Customer Authentication (SCA). By using industry-leading animation techniques and paying close attention to Signifyd’s brand guidelines, we were able to create a video that hit upon all of the client’s key KPIs.

United Utilities – Natural Flood Management

Mediaworks produced an animation that highlights the importance of Natural Land Use, a live-action video all about Mixed Land Use, a live-action video about Farm Interventions, an animated video all about Woodland Management, and finally a campaign launch video.

8. User Generated Video Campaigns:

User-generated video campaigns have one distinct advantage over other forms of videos. As the content is typically produced by ‘the user’, the messages put across can be seen as more authentic because it is coming straight from the horse’s mouth. User-generated video campaigns allow the target audience to relate to what’s being said and can be more persuasive because of that.

Case Studies


Mediaworks worked alongside Digital Knowledge Lab (DKL) and York St John University to produce a series of videos to promote the ‘MSc in Digital Marketing & Data Analytics’ short course. DKL wanted to appeal to prospective students using the videos in a wide variety of paid social campaigns which included interviews with successful alumni. Mediaworks collaborated with DKL and produced a set of interview questions that would ensure the correct content was gathered. We then arranged calls with alumni, recorded the calls via Teams, and used the content captured to produce a series of videos for use across web and social. The Teams calls, alongside the dynamic and engaging animation, framed the course as a reliable choice for any potential student looking for the next step in their career.

9. Customer Success Story/Testimonials:

Customer success stories and testimonial videos can be extremely influential as a lead generation tool. One of the first things potential customers will look at is your previous track record and successes. And, in our opinion, there is no better way to shout about your previous results than with video. Working closely with a previous customer can help to produce content that tells your story from the perspective of your clients and can be used across social and web.

Case Studies


Flogas, the only energy company in Northern Ireland supplying LPG, Natural Gas and electricity, asked Mediaworks to produce a short video highlighting some of their key success stories throughout the years. The brief was simple, to combine photographs, animation and on-screen text to produce a video that documents the key benefits of switching from oil to liquid gas with Flogas. We used innovative animation techniques to make the video stand out and supported it with a key CTA. The result? A video that both Mediaworks and Flogas loved and that was fit for purpose for social distribution.

Tunnock’s/Kluber Lubrication

Kluber Lubrication, which develops and produces special greases and oils which enable long maintenance intervals for specialist machinery, worked alongside Mediaworks to produce a case study style video highlighting the success of their products. We worked alongside Tunnock’s, and conducted interviews on-site, as well as capturing a variety of supporting b-roll, to piece the story together. One of the key challenges with this project was the fast turnaround that was required. The team at Mediaworks overcame this potential challenge and delivered a video on time that both Tunnock’s and Kluber loved.

10. Company Overview Videos:

At Mediaworks, we’d normally recommend breaking down your video strategy into separate, unique campaigns. This strategy will mean that your audience will have more video content to consume However, it may be relevant at one time or another to produce an overarching company overview that sums up everything your business represents. In these circumstances, it’s critical that you cover the relevant points in a concise manner and keep the length to a maximum of 5 minutes. Dwell time and audience engagement are hard to maintain, and any video over this length risks the audience losing interest.

Case Studies

Exploring NICA

The National Innovation Centre for Ageing (NICA) is a world-leading organisation, that aims to help co-develop and bring to market products and services which create a world in which we all live better for longer. NICA contacted Mediaworks and asked us to create a series of long-form videos that accurately represented the brand, the work they do, and what they represent in the industry. We worked alongside NICA over the course of two months to produce a total of 8 videos, including the ‘Exploring NICA’ video, which aimed to raise brand awareness more generally. NICA was delighted with the end results, as were Newcastle University, which provides funding for the organisation.

We Are Tolent

Tolent Construction, one of the largest construction companies in the North East of England, with offices across the North East and Yorkshire, approached Mediaworks to create a short promotional video for Tolent Housing. Mediaworks combined a variety of techniques, including on-site footage capture, animation, and voiceover to produce a professional, innovative video that explained the key points behind Tolent’s housing division. The video was a major success, with its quality clear to see, and was distributed across Tolent’s social media channels and website.

11. Recruitment Videos:

The world of recruitment has long relied on traditional job ads filled with pages and pages of copy to attract potential suitors. However, it doesn’t always have to be like this. Recruitment videos allow you to put your business in the shop window, with potential applicants being able to physically see the benefits of the job in front of them. Videos can convey the key USPs of the job and demonstrate clearly why someone might be interested in your company, in ways that a page of copy simply couldn’t. Consider turning your boring job ads into engaging recruitment videos the next time you’re hiring for a role!

Case Studies

Baltic Apprenticeships at Mediaworks

Mediaworks has a long-standing partnership with Baltic Apprenticeships. Baltic Apprenticeships provides training and support for a practical approach to smart, modern, UK tech apprenticeships in IT, digital, and development. As part of this approach, Mediaworks regularly make use of Baltic apprentices and to very good use. We’ve had many success stories with our apprentice colleagues, and these are the focus of the video below. Hear what they have to say about life at Mediaworks!


Kura is a market leader in customer service outsourcing. Based in Glasgow, they work with many successful brands to deliver great customer service. Mediaworks worked alongside Kura to produce a series of recruitment videos focused on current staff experiences. So what did we do? The Mediaworks video team spent two days on-site at Kura’s Glasgow HQ, interviewing members of staff and capturing relevant high-quality b-roll. Following this, we put together a series of square (1:1), socially optimised deliverables for use across Kura’s organic social media. Kura was ecstatic with the quality of the work delivered and is now a Mediaworks video regular!

12. Corporate Event Promo Videos:

Corporate event promo videos are a fantastic way of keeping your audience/potential customers up to date with your evolving company calendar. What traditionally could have been a press release, can now be an engaging 1–2-minute video that sums up the highlights of your events and the context behind them. Event promo videos can bring life to your company, contribute to your culture, and give potential customers an insight into what it’s like working at X.

Case Studies

Esh – SSTC Opening

We worked alongside Esh Construction to create a series of videos for the grand opening of the Sunderland Strategic Transport Corridor. SSTC3 is the critical 2km link between the Northern Spire Bridge and Sunderland City Centre. Two members of the Mediaworks video team were on-site to capture all of the footage live. This includes four separate interviews, b-roll and the all-important ribbon cut. For PR purposes, not only was it crucial that the videos were turned around as efficiently as possible, but also that they were extremely high quality. Four high-quality live-event capture videos, delivered in just under 24 hours.

OpenCast – Event Forum

OpenCast, a highly skilled and fast-growing technology consultancy based in Newcastle-upon-Tyne, worked alongside Mediaworks on a variety of video projects. From internal brand videos to staff headshots, the team worked collaboratively across multiple projects and delivered outstanding work across all of them. One of those projects was the production of an event video for the OpenCast Forum. After attending the event and capturing everything from multiple angles, the Mediaworks video team got to work in the edit. We delivered a one-minute 16:9 event overview video as well as shorter social cuts (in 1:1 and 9:16) for Instagram and Facebook. OpenCast was delighted with the deliverables and continues to work with Mediaworks for all of their video production needs.

13. Corporate Interviews:

Corporate interviews allow you to speak directly to your audience about concepts and ideas that matter to you. They allow you to convey your thoughts and opinions quickly and concisely across your website, social, and more. Furthermore, corporate interviews are often highly tailored and carefully presented, meaning you can get across exactly what you want and leave out the bits that aren’t necessary.

Case Studies

The Launch Group Promo

The Launch Group, a local recruitment solutions agency based in the North East of England, asked Mediaworks to create a series of videos to promote the business to a wider B2B audience. Following on from the pre-production process, in which content, potential interviewees and filming locations were agreed upon, we got started on set. We interviewed four members of the Launch Group team, including directors Jonathan Boatman and Stefan Kiszel, and gathered the necessary content we required to put together a cohesive edit. Once in the edit, we ensured our initial design concepts in the storyboard were followed accurately, before exporting and delivering four videos in a variety of formats. We delivered one longer ‘hero’ video that was 2–3-minutes long, as well as shorter edits optimised for social media.

Sodexo Experiencia

Sodexo, a multi-national facilities management company that provides catering, facilities management, employee benefits and personal home services to 100 million consumers daily in 56 countries, asked Mediaworks to create a series of videos about Patient Experience and their Experiencia offering. The Mediaworks video team put together a series of thorough pre-production plans and conducted interviews with three members of the Sodexo team. Questions were agreed upon in advance to ensure that the content we needed was acquired. Following this, it was simply a case of combining the captured footage with professional, industry-leading animation and exporting the deliverables for Sodexo to use across their website and social media. In total, we delivered 10 videos in a variety of formats (1:1, 9:16, 16:9) in just under three weeks from concept to completion.

14. Corporate Social Responsibility Videos:

What is corporate social responsibility? Corporate social responsibility (CSR) is a self-regulating business model that helps a company be socially accountable to itself, its stakeholders, and the public. By practising corporate social responsibility, companies can be conscious of the impact they are having on all aspects of society, including economic, social, and environmental. Videos about corporate social responsibility are great because they show your audience that your business is socially conscious. It shows your potential customers that you’re mindful of your decisions and allows people to relate to your business’ morals.

Case Studies

United Utilities – Woodland Management

Another style of video from the series we produced for United Utilities as part of the CaST project.

United Utilities – United Supply Chain

United Utilities, provider of water and wastewater services in the North West of England, worked alongside Mediaworks to produce a series of videos in support of their marketing efforts. As part of these deliverables, Mediaworks produced a 3-minute video, featuring both on-site interviews and animation, that focused on the United Utilities supply chain and how best practise allows the business to work together for the better.

15. Customer Support Videos:

Customer support videos can take many forms. In Layman’s terms, a customer support video is any video that does what it says on the tin, support your customers. This could be a walkthrough of your website, a walkthrough of your app, an informative video about your products, or even a video on how it’s best to contact you. Think about what your customers’ needs are and if you could produce a video to fill these needs.

Case Studies

Johnnie Johnson – Portal Videos

As part of Johnnie Johnson Housing’s new website launch, the Mediaworks team put together a collection of videos to help residents navigate the site, portal and app. Focusing in on a few of the key sticking points along the user journey, Mediaworks utilised a variety of both animation and live-screen capture to guide the user through their problems. After two days of pre-production and nearly five days of editing, Mediaworks delivered seven walkthrough videos for distinct issues residents were having. Johnnie Johnson Housing were delighted with the outcome.


If you need anymore information on video marketing and would like to speak to a member of the team today, email or call 0330 108 5977.

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