12 Videos Every Successful Video Marketing Strategy Uses

You’re not here for another blog post that tells you video is “booming” or that attention spans are shrinking — you already know that. What you actually need is a video marketing strategy that doesn’t waste time or money. One that’s built on proven video types that drive real results: leads, sales, and brand trust — not vanity metrics.

Here’s the thing: most brands throw videos online without a strategy, then wonder why nothing sticks. But every successful video marketing strategy? It’s built around 12 core video formats. Each one serves a specific purpose across the funnel. From grabbing attention with animation to closing deals with customer testimonials, these are the videos that work because they’re strategic, not random.

If you’re serious about turning viewers into buyers, this isn’t optional. It’s the playbook. Let’s break it down.

Key Takeaways

• A high-performing video marketing strategy doesn’t rely on one format. It leverages multiple, each with a specific role from awareness to conversion.
• Formats like animated explainers, livestreams, testimonials, and AR/VR content aren’t trends. They’re tools top brands use to drive measurable results.
• Personalised and real-time videos significantly boost engagement, trust, and response rates, especially in saturated markets like Singapore.
• Effective video content is always intentional — it answers a need, solves a problem, or moves the viewer to act.
• If you’re still treating video like an add-on, you’re already behind — it’s time to strategise like a media company, not just a business.

Why You Need a Powerful Video Marketing Strategy

Image Credit: Grey Sky Films

If video isn’t at the core of your marketing strategy in 2025, you’re already behind. Here’s why: 82% of consumers say they’ve been convinced to buy a product or service after watching a brand’s video. That’s not a vanity stat — it’s a signal. A clear, direct shift in buyer behaviour. People don’t just want to read about your offer anymore. 

They want to see it in action, understand it in context, and believe in it through real proof — all within seconds. And no other medium delivers that like video. But here’s the part most agencies won’t tell you: video alone doesn’t sell — strategy does. Slapping together a few product clips or “about us” videos won’t move the needle.

You need a structured, funnel-aligned video marketing strategy that maps the right video to the right moment in your buyer’s journey. And it works — look at PropertyGuru, Singapore’s leading property platform. Instead of flooding their channels with generic listings, they deploy video across every stage of the funnel. Think expert interviews for credibility, explainer videos to simplify financing, and testimonials that show real user success. 

The result? Higher engagement, lower bounce rates, and a content engine that actually supports their bottom line. Not by accident — by design. In this article, you’re getting that design: 12 high-impact video types that the most successful brands use to attract attention, build trust, and convert leads. You’ll learn exactly what videos to create, why they matter, and how to use them — so you stop guessing and start executing with purpose. 

Let’s get into the ones that actually work. Here are 12 types of videos that work for every video marketing campaign. 

1. Animation 

Animated explainer videos increase conversion rates by up to 20% when placed on a product landing page. You’re trying to explain something your audience doesn’t fully understand — or worse, doesn’t care about yet. That’s where animation crushes it. 

It distils the abstract into the visual. It makes the technical feel intuitive. And it grabs attention in a way live action just can’t — especially when you’re selling software, data, or processes instead of physical products. Here’s the strategy: use animation when you need to teach fast and sell hard — without boring your viewer. Explainers. Onboarding walkthroughs. Product features that live beneath the surface. 

If you’re in SaaS, fintech, healthcare, or any industry where the “thing” isn’t visible — animation is your best sales tool. Take Grab for example. When they introduced GrabPay, they didn’t just release a press statement. They launched a short animated explainer that showed how to use it, how payments flow, and how it protects user data — all in under 90 seconds. No actors. No fancy sets. 

Just smooth motion graphics, snappy scripting, and clear benefits. That video helped drive early adoption across Southeast Asia — and it wasn’t an accident.

Execution tips:

• Keep it short. 60–90 seconds max. If it needs more, you need a series.
• Write the script first. Great animation doesn’t start with visuals. It starts with a message.
• Invest in quality. Cheap animation looks like cheap service. Hire professionals or use premium platforms like Vyond or Animaker if you’re bootstrapping.

This isn’t about making things cute — it’s about making your pitch click. When done right, animation is one of the highest-ROI tools in your video marketing strategy. And if your competitors aren’t using it yet? Even better. You’re early. Stay there.

2. Augmented Reality Videos 

According to NielsenIQ, 61% of shoppers prefer to buy from brands that offer AR experiences. This means that if you’re not showing your product in context, you’re missing out on over half your potential customers. You know the struggle: customers hesitate because they can’t see exactly how your product fits into their lives. That’s a deal killer in industries like retail, real estate, and even B2B equipment. 

Augmented Reality (AR) videos solve this problem by superimposing your product into the customer’s real environment (live or through video) making the intangible tangible before they commit.

Here’s what you do: use AR videos to bridge the gap between curiosity and confidence. Show prospects exactly how a piece of furniture looks in their living room, or how industrial machinery fits into their workspace — without them leaving their desk.

Case in point: IKEA Singapore. They’ve been early adopters of AR, letting customers “place” furniture via their IKEA Place app and accompanying videos. This isn’t just gimmickry. According to IKEA’s global report, AR increased customer confidence, reduced returns, and drove sales growth in key markets, including Singapore. 

By showing the product in real-world settings, customers spend less time doubting and more time buying.

Pro tips for AR video success:

• Focus on ease of use. Clunky tech loses viewers fast.
• Keep the videos short and focused. Show the product in action in real environments.
• Use AR videos in social media ads, product pages, and demos for maximum impact. Tools like 8thWall and ZapWorks let you create AR experiences without breaking the bank. 

3. Brand Videos

64% of consumers say shared values are a key reason they trust a brand. Brand videos are your best vehicle to communicate those values clearly and memorably. Your brand isn’t just a logo or a slogan — it’s a promise. Brand videos are the best way to show that promise in action, not just say it. 

They build awareness, foster trust, and give your audience a reason to choose you over the countless others out there. But here’s the catch: this isn’t about generic “feel-good” clips or vague mission statements. Your brand videos need to be purpose-driven, authentic, and sharply aligned with what your audience cares about — especially in a diverse and discerning market like Singapore.

Look at DBS Bank. Their “Live More, Bank Less” campaign isn’t just a tagline — it’s a series of brand videos that humanise their tech-driven services. They focus on real stories, real people, and real impact. The result? DBS has consistently topped brand trust rankings in Asia. That’s no coincidence. It’s strategic storytelling backed by data and insight.

How to make brand videos work for you:

• Keep your message clear and focused. Don’t try to do everything in one video.
• Use real people and authentic stories instead of actors or stock footage.
• Think multichannel. Brand videos should be your homepage hero, social media staple, and sales team’s opening line.

If you want your brand to stand out in Singapore’s crowded digital space, these videos aren’t optional — they’re essential. Done right, they turn browsers into loyal customers.

4. Demo videos 

When your product or service is complex, simply telling won’t cut it. Your prospects want to see how it works, step-by-step, before they invest their time or money. Demo videos strip away confusion, reduce hesitation, and answer “Will this work for me?” without a single word from sales. Here’s the critical insight: a good demo video doesn’t just list features. It focuses on benefits and real-world use cases. 

You’re not selling a product; you’re selling a solution to a problem.  73% of customers say watching a product video convinced them to buy. Consider Shopify. Their demo videos walk users through setting up an online store, from product listing to payment integration. The videos are clear, concise, and show exactly what users can expect. 

This approach helped Shopify increase conversion rates and reduce churn by making onboarding frictionless.

Key tactics for demo videos:

• Focus on how your product solves problems, not just what it does.
• Include real scenarios your audience can relate to.
• Keep it under 3 minutes — if you need longer, break it into chapters or series.
• Use clear calls-to-action to guide viewers to the next step.

Demo videos don’t just educate — they accelerate your sales cycle. If you want prospects moving from interest to decision without friction, this format is non-negotiable in your video marketing strategy.

5. Event videos 

If your business hosts events — be it a conference, workshop, fundraiser, or product launch — you’re sitting on a goldmine of content. Event videos turn fleeting moments into evergreen assets that extend your reach far beyond the room. You’re not just documenting; you’re amplifying your authority, culture, and customer engagement. 

In Singapore’s competitive market, this can set you apart — showing you’re active, credible, and connected. Take Singapore FinTech Festival, for example. Their highlight reels and speaker interviews aren’t just recap videos — they attract global attention, spark conversations, and position Singapore as a hub of innovation. 

This kind of strategic event video content helps build long-term brand equity. Marketers say that social media and video content from live events helps increase brand awareness and reach.

How to nail event videos:

• Plan for multiple formats: highlights, speaker clips, audience reactions.
• Focus on storytelling — it’s not just what happened, but why it mattered.
• Use social media-friendly edits to maximise shareability.
• Don’t forget CTAs linking to your website or next event.

When done right, event videos don’t just recap — they convert audiences into engaged communities and loyal customers. If you host events, these videos are a must-have weapon in your video marketing strategy.

6. Explanation videos 

If your customer doesn’t understand what you offer or why it matters, they’re not going to buy. Explanation videos are your antidote to confusion. Explainer videos on landing pages can increase conversions by up to 80%. That’s not a typo. They break down your value proposition into something so simple, your audience gets it within 60 seconds — and more importantly, believes in it. 

But here’s the key: great explainer videos don’t start with your product. They start with your customer’s problem — then walk them straight to your solution. Look at Zendesk. Their explainer video titled “This is Zendesk” starts with a relatable pain point: overwhelmed support teams and frustrated customers. 

In just 100 seconds, they use clean animation, casual language, and a simple storyline to explain exactly how Zendesk makes support better — without diving into complex dashboards or features. That video alone has pulled over 1.5 million views and became a model for B2B SaaS companies globally.

Your explainer video checklist:

• Start with the problem your customer is facing.
• Position your product as the clear, simple solution.
• Use voiceovers, visuals, or animation — whatever best supports understanding.
• Keep it under 90 seconds — if it’s longer, it’s not an explainer, it’s a documentary.

In your video marketing strategy, explanation videos are your foundation — especially if your offer is new, technical, or disruptive. Done well, they don’t just inform. They convert skeptics into believers — and clicks into customers.

7. How-to videos 

You don’t earn trust by pushing your product. You earn it by proving your value — and How-To videos are the most effective way to do just that. 94% of people say they’ve watched a how-to video to learn more about a product or service. If you’re not creating them, your competitors are doing the teaching — and getting the sales.

When you show someone how to solve a problem, improve a skill, or use your product better, you’re not just educating. You’re building authority, increasing retention, and moving your brand from “maybe later” to “I need this now.”

Let’s talk strategy. A great How-To video focuses on one task, delivers real results, and subtly shows how your brand fits into the solution. Think useful first, sales pitch second — because value sells. Look at ClickUp, the project management platform. Their YouTube channel is packed with bite-sized How-To videos showing users exactly how to set up workflows, automate tasks, or collaborate with teams. 

The result? Their self-service onboarding improved dramatically, and their videos consistently hit thousands of views — because they solve real problems.

To make your How-To videos stick:

• Solve one specific problem per video — don’t overload.
• Use screen recordings, real demos, or step-by-step visuals.
• Lead with what’s in it for them, not why your product is great.
• Include timestamps or chapters for easy navigation (especially on YouTube).

For service businesses in Singapore, this format is gold. You get to show expertise, build goodwill, and nurture leads — all without a hard sell. And when done consistently, How-To videos become your most reliable, low-cost lead generation tool.

8. Interviewing Experts 

You can talk about your expertise all day — or you can show you’re in the right circles by sitting down with people your audience already trusts. Expert interviews aren’t just content — they’re credibility on camera.

Whether it’s a seasoned founder, technical lead, or industry researcher, bringing experts into your video marketing strategy shows you’re not just another voice in the crowd. You’re connected. You’re serious. And you’re here to lead conversations that matter.

Example? Look at HubSpot’s “Marketing Against the Grain” podcast. Their video interviews with executives from Google, LinkedIn, and Canva do more than share insights — they transfer credibility to HubSpot’s brand. It’s strategic content that builds audience trust while subtly reinforcing their product’s relevance. These videos pull in tens of thousands of views — and drive high-intent traffic back to HubSpot’s platform.  

82% of people are more likely to trust a business after consuming thought leadership content featuring subject matter experts.

How to make expert interviews work hard for your brand:

• Pick guests your audience already respects or follows.
• Ask hard-hitting questions. No fluff, no softball intros.
• Keep the production clean (audio, framing, and lighting) it matters.
• Turn interviews into short-form clips for reels, posts, and ads.

You don’t need to be the smartest person in the room — you just need to bring them into your content. This format drives authority, reach, and deep engagement. In a market like Singapore where trust matters, expert interviews fast-track that credibility.

9. Livestream

If your audience is tuning in live, you’ve already won half the battle — you have their full attention. Livestreams are the closest thing to face-to-face in digital marketing. They create urgency, build trust, and open up real-time conversations that pre-recorded content just can’t match. But here’s what separates winners from watchers: successful livestreams are planned like campaigns, not improvised like casual chats.

Take Sephora Singapore. They use livestreams for product demos, beauty tutorials, and exclusive drops — often collaborating with influencers or makeup artists. The result? Their livestreams not only generate thousands of views but directly drive sales through live shopping integrations. This isn’t just content, it’s conversion in motion. 

How to run livestreams that drive results:

• Always promote in advance: email, socials, in-app.
• Script the key talking points but leave room for authentic interaction.
• Use it for product launches, Q&As, behind-the-scenes, or live tutorials.
• Leverage platforms like Instagram Live, YouTube Live, or Facebook Live depending on where your audience hangs out.
• Turn the replay into evergreen content. Don’t waste the footage.

Livestreams are your most human, unscripted brand touchpoint — and in 2025, that authenticity sells. In your video marketing strategy, this format builds connection fast and turns passive viewers into real-time buyers.

10. Personalised Message Videos

You’re already sending cold emails, follow-up messages, and sales pitches. But here’s the hard truth — most of them get ignored. Personalised videos change that. They cut through inbox noise and create real human connection in a way no text ever could.

Personalised videos can boost email open rates by 13% and increase click-through rates by up to 500% These aren’t polished commercials. They’re 30 to 60-second direct-to-camera clips tailored to one person, one company, one opportunity. It feels like a conversation — not a campaign. 

And that’s why it works. Take Vidyard, for example. Their sales team uses personalised video messages to follow up on leads, explain proposals, and even handle objections. The result? A 5x increase in response rates compared to standard email follow-ups.

How to use them in your strategy:

• Use a platform like Loom, Vidyard, or Bonjoro to quickly record and send.
• Address the recipient by name, and mention their company or recent activity.
• Keep it short, clear, and casual — this isn’t a pitch deck.
• End with one specific CTA (e.g. book a call, reply, check out a resource).

This isn’t just for sales teams. You can use personalised videos in:

• Customer onboarding
• Support follow-ups
• Event invitations
• Client check-ins

In a saturated digital space like Singapore, this format feels fresh, human, and memorable. Add it to your video marketing strategy and you’ll immediately stand out from every cold email and cookie-cutter campaign in your competitor’s funnel.

11. Testimonials/Case Studies 

People trust people, not brands. That’s why testimonials and case study videos are some of the highest-converting content you can add to your video marketing strategy. You’re not just telling people you’re great. You’re proving it through real stories, outcomes, and faces. The key? Don’t script it. Don’t fake it. 

Let your customers talk like humans, not actors. If your video looks like a commercial, it’ll get treated like one: ignored.Look at Xero, the accounting software that’s dominated the SME market in Singapore. Their customer video stories feature local businesses explaining exactly how Xero solved real operational headaches — from payroll confusion to cash flow chaos. 

These videos aren’t glossy ads. They’re mini-documentaries with measurable impact. The result? Higher demo conversions and stronger brand loyalty.

Here’s how to make yours work:

• Choose relatable customers, ideally ones that match your target buyer profile.
• Focus on the problem > solution > outcome framework.
• Include metrics where possible (e.g. “We reduced onboarding time by 40%”).
• Shoot on location or in natural settings — make it feel authentic.
• Add supporting visuals: charts, screen shares, or b-roll of the product in action.

Pro tip: Combine testimonials with light case study insights. A good customer video doesn’t just say “we loved it.” It shows why it worked. In a competitive, trust-driven market like Singapore, word-of-mouth is still king — and testimonial videos are your way of scaling it. You’ve earned those results. Now let your customers turn them into conversion engines.

12. Virtual Reality and 360-degree Videos

If your content feels like an experience, it stops being “just marketing.” That’s what Virtual Reality (VR) and 360-degree videos deliver — immersion, interaction, and storytelling that puts your audience inside your brand, product, or space. For industries like real estate, tourism, events, and high-ticket retail, this isn’t a gimmick — it’s a conversion tool. You’re not just telling people about your offer. You’re letting them experience it.

360-degree videos see a 46% higher video completion rate compared to standard videos. Why? Viewers are actively engaged — not just watching, but navigating. Need proof? The Singapore Tourism Board used 360-degree videos in its “Passion Made Possible” campaign to showcase cultural spots like Chinatown, Little India, and Kampong Glam. 

Viewers could explore destinations virtually, boosting post-pandemic travel intent and keeping Singapore top of mind for international audiences. 

How to use VR & 360 content strategically:

• Create product walkthroughs, facility tours, or event previews.
• Use platforms like YouTube 360, Facebook 360, or embed VR viewers on your site.
• Add interactive hotspots to guide viewers or capture lead data.
• Don’t overshoot. focus on one immersive story per video, not ten.

Pro tip: Pair 360° content with traditional video follow-ups to drive specific actions (e.g. booking a demo, making a purchase, or requesting a tour). In markets like Singapore where innovation is currency, using immersive video shows your brand is ahead of the curve — and gives your audience a reason to lean in.

How to Build an Effective Video Marketing Strategy 

Let’s be blunt — random video uploads and occasional promos won’t cut it anymore. Not in a market as competitive and attention-fractured as Singapore. If your video content isn’t built on strategy, it’s built on hope. And hope doesn’t scale. You’ve now seen what a real video marketing strategy looks like — 12 proven formats that brands use to educate, engage, and convert with purpose. 

But knowing what works is just the start. Execution is what separates the amateurs from the ones leading their industry. That’s where MediaOne comes in. Our team doesn’t just create content — we build strategies backed by data, audience insight, and years of digital experience across Singapore’s most competitive sectors. 

Whether you’re scaling up brand awareness or tightening your sales funnel, we’ll help you turn video into a high-performing channel that delivers results. Ready to take your video marketing strategy seriously?

Work with MediaOne and get the expertise your business deserves.

Frequently Asked Questions

How do I measure the ROI of my video marketing efforts?

To assess ROI, track metrics like conversion rates, lead generation, and sales growth attributed to video content. Tools such as Google Analytics and platform-specific insights can help attribute performance directly to video campaigns.

What are the best platforms for distributing video content in Singapore?

In Singapore, platforms like YouTube, Facebook, Instagram, and LinkedIn are highly effective for video distribution. Tailor your content to each platform’s audience and format preferences for optimal engagement.

How can I optimise my videos for mobile viewing?

Ensure videos are in vertical format, include captions for sound-off viewing, and keep them concise. Mobile-optimised videos enhance user experience and improve engagement rates across devices.

Should I invest in live streaming for my business?

Live streaming can boost real-time engagement and authenticity. It’s particularly effective for product launches, Q&A sessions, or behind-the-scenes content, fostering a direct connection with your audience.

How often should I post video content?

Consistency is key. Depending on your resources and audience, aim for a regular posting schedule—be it weekly or bi-weekly—to maintain visibility and audience interest without overwhelming your team.