Video once killed the radio star, but today, video marketing can turn your brand into a global star. Ninety-one percent of customers say video impacts their trust in a brand, and 87% have been convinced to buy something after watching a video. That could be why 89% of businesses leverage video marketing, with 93% of marketers reporting a strong return on investment (ROI).
You, too, can wield the power of video marketing on social media platforms like TikTok, Instagram, Facebook, and LinkedIn, as well as on your own website to rank higher on search engine results pages (SERPs). Here are 10 successful video marketing examples to learn from.
Types of marketing videos
Whether you’re crafting your first video marketing strategy or looking to expand or retool your current one, here are seven versatile video types to consider for your next campaign:
1. Launch videos. Producing a video to debut your new product or service can build brand awareness and excitement, and give you the chance to share the story behind your latest release.
2. Explainer videos. If your offerings require training or guidance, create short how-to videos to help new customers orient themselves.
3. Brand collaboration videos. Videos featuring complementary brands can extend your reach to new audiences and offer viewers creative pairing ideas.
4. Behind-the-scenes videos. Whether it’s “how we made it” footage or clips of a light-hearted moment in your team’s day-to-day operations, behind-the-scenes videos can lend authenticity to your brand.
5. User-generated content (UGC). UGC involves real-world people making their own videos while using a product, offering a peer-to-peer review experience that 40% of shoppers say is important to their purchase decision.
6. Short-form videos. Short videos make an emotional appeal in just several seconds, instantly capturing users’ attention, providing entertainment for short attention spans.
7. Influencer videos. Influencer marketing works by leveraging the influencer’s established trust and direct engagement with niche communities who are likely to connect with your brand.
10 video marketing examples and why they work
- The Honey Bed
- KM Tools
- Fishwife
- Island Creek Oysters
- Wild Brush
- Dog Friendly Co.
- Transformer Table
- Dollar Shave Club
- Diaspora Co.
- SURI
Browse these video marketing examples to see different video content types and the creative touches that make each one stand out in the feed:
1. The Honey Bed
This straightforward, 45-second product launch video for dog bed brand The Honey Bed introduces the company, the product, and the founders—husband-and-wife team Gabe and Sydney Bollinger. In addition to sharing his experience in the industry, Gabe discusses the Honey Bed’s washability, classic aesthetic, and comfortable design.
- Key creative elements. A muted color palette, centered open captions, and clips that demonstrate a “day in the life” of the dog bed.
- What makes it memorable. The video showcases the founders (and their dog) in their own home, with Gabe speaking directly to the viewer to communicate The Honey Bed’s brand values.
2. KM Tools
In this in-depth explainer video, Jonathan Katz-Moses, founder of KM Tools, teaches viewers tips and tricks for crafting dovetail joints while showcasing his brand’s woodworking tools. Jonathan invites viewers to apply what they learn and encourages them to participate in a contest and tool giveaway that his brand is hosting on Instagram. This creates an opportunity for a cross-platform conversion, like an Instagram follow or an email newsletter sign-up.
- Key creative elements. High-quality editing, energetic music, closeups, and a woodworking studio setting.
- What makes it memorable. The small-business owner comes across as authentic, experienced, and excited to share his knowledge and tools.
3. Fishwife
This video introduces an easy, seasonal recipe for an appetizer featuring Fishwife tinned mussels and Firehook crackers as complementary “hero” ingredients using an informal voice-over script and jump cuts. This brand collaboration introduces both Fishwife and Firehook, showcasing their products as flavorful ingredients in a low-effort appetizer recipe while also demonstrating how easily both brands could fit into viewers’ own entertaining plans.
- Key creative elements. Warm, colorful close-ups and the narrator’s playful narration.
- What makes it memorable. The video’s casual tone and simple steps make viewers feel like they could effortlessly re-create the same dish.
4. Island Creek Oysters
In this TikTok video, Island Creek Oysters takes viewers behind the scenes of packing its caviar tins. The video shows employees sorting, weighing, and sealing the tins, while captions tell viewers how its methods set the company apart from competitors. The brand demonstrates transparency with its core audience, revealing how it goes the extra mile to deliver a quality product.
- Key creative elements. Takes viewers into an unfamiliar environment, and includes informative captions, and quick cuts.
- What makes it memorable. The viewer feels as though they’re being granted exclusive access to the information and scenes that follow.
5. Wild Brush
In this behind-the-scenes video, outdoor gear brand Wild Brush offers a window into its workshop, highlighting the craftsmanship behind its products. Close-up shots of the artisan handcrafting the hip packs, followed by scenes of someone using one on the trail, convey the company’s brand values: a love of nature and an appreciation for handcrafted items.
- Key creative elements. Varied shot angles and multiple locations to reflect the different crafting stages.
- What makes it memorable. In the final frame, someone pulls a seltzer from the finished pack while sitting outdoors, highlighting the product’s purpose: helping you enjoy time outside.
6. Dog Friendly Co.
In this user-generated video, Alize and her dog, Roux, show how to use a Dog Friendly Co. leash and harness. This video plays on UGC strengths like narrator relatability, sincerity, and enthusiasm. Without over-the-top editing or a hard sales pitch, this no-frills video comes off as an honest recommendation, keeping the product—and the happy dog model—center stage.
- Key creative elements. Relatability and enthusiastic spokesperson, credible product endorsement.
- What makes it memorable. UGC expert Alize (@alizetheceo) demonstrates the harness and leash on her dog, Roux, with the video ending as they head out for a walk together.
7. Transformer Table
In 2022, Instagram influencer Racha Abdel Reda (@mynameisrasha) posted this video ad about the modular furniture from Transformer Table. It soon went viral, racking up tens of millions of views worldwide, increasing brand awareness in new markets. On an episode of the Shopify Masters podcast, the brand’s co-founder, Artem Kuzmichev, emphasized how important it was to find the right content creator. “She was a luxury influencer, she had a family, and her audience wasn’t from the US or Canada, where we [already] sold a lot,” he says.
- Key creative elements. Skillful use of time-lapse video to highlight the product’s versatility.
- What makes it memorable. The music’s fast beat and the sped-up video underscore how quickly a person can set up or stow away the brand’s modular furniture.
8. Dollar Shave Club
Personal grooming brand Dollar Shave Club is known for its viral videos that harness edgy humor and communicate a clear value proposition: shaving razors at a competitive cost per razor, sent straight to your home.
- Key creative elements. A noir palette and Wes Anderson–esque concierge character.
- What makes it memorable. The video ad spoofs the concept of a secret club and ends with humor.
9. Diaspora Co.
This upbeat video from spice brand Diaspora Co. features Ciara’s energetic “Level Up” over shots of chai bubbling on stoves and street vendors pouring it into cups. With no time for a traditional narrative, short-form video is all about vibes.
- Key creative elements. Percussive music and clips that seek to instantly transport viewers to the bustle and bliss of an urban chai stand.
- What makes it memorable. In the final frame, the founders radiate joy as they hold up a tin of their chai masala spice mix.
10. SURI
Follow influencer Yanin Taylor (@idressmyselff) through her relaxed morning routine. This video embeds the SURI brand in an implied lifestyle of elegance and luxury. From reading in bed to bathing, washing her hair, brushing her teeth, and flashing a smile before heading out, the edit subtly prioritizes the toothbrushing moment over outfit selection. By going this route, SURI also distinguishes itself from a well-worn tradition of toothpaste ads that tend to feature bright lighting, close-ups of teeth, and dentists’ recommendations.
- Key creative elements. Luxury aesthetic and a simple caption (“slow mornings”).
- What makes it memorable. The video places SURI toothpaste in the context of an indulgent daily routine of self-care and relaxation.
Qualities of a successful video marketing campaign
Successful video marketing campaigns tend to share some key qualities. Here’s what to focus on to leave a positive impression on viewers:
A clear point of view
Tell a story from your distinct point of view. Whether you’re putting together a product demo in a home studio or working with a professional video production team, ask yourself: Is it clear who is telling this story? And who are we speaking to?
For instance, Mike Alfaro, founder of the card game Millennial Loteria, unlocked unexpected viral success with a recap video on TikTok that followed his journey from a young immigrant Latinx creator to seeing his game available in US Target stores. He says his first-person account of why he made the game for his fellow Latinx makers and TikTokers was key to the product’s success.
“It was a very endearing video for a lot of people who saw it,” Mike says on the Shopify Masters podcast. “I think it caught the eye of a lot of people saying this is good for our community.” He says small-business owners may have a leg up on global brands in this way. “Brands pay millions of dollars to advertising agencies to make their brands feel more human online,” he says. “I think that for small business owners, it is just easy to just be human.”
But crafting your point of view and knowing your audience also requires market research. “Seeing what different trends are going on with Gen Z culture, what’s going on with Gen Xers, … there’s a lot of research I do, and that helps out with our strategy and direction,” Mike explains.
Consistent production quality
Ensure lighting, sound, and production quality are consistent to signal to viewers that your brand is trustworthy and worth their time.
If you’re creating a recipe video, for instance, use the same light source throughout. Or, if you’re running an influencer or UGC video ad campaign, share with each content creator a brand kit outlining what aspects of your brand to emphasize on social media, which tags they should use, what platforms and audiences you hope to reach, and what specifications you would like to see in their video content.
Engaging editing
The fact that your target audience is already on the channels where your video marketing takes place has a flip side: Everyone else is there, too. That means your video ads need to stand out from the crowd so they aren’t passed by. Whether it’s great background music, a comedic jump-cut, or creative use of time-lapse video, editing choices keep viewers engaged and inspire shares and conversions.
Good use of time (and timing)
In today’s attention economy, any 15 or 90 seconds a viewer gives your brand is highly valuable. Maximize viewing time by ensuring that each video tells a clear, compelling story and that your invitation is geared to your audience and channel. In other words, make sure your videos are a good use of both the time allotted by the format—and a good use of your viewers’ time.
Showing that your brand understands the culture and rules of a given channel can boost credibility and trust with your potential customers. And making editing choices that optimize your video’s progress bar will show viewers that you value their time and attention.
Video marketing examples FAQ
What is meant by video marketing?
Video marketing involves creating videos that promote a brand or product and distributing them on digital channels. Video marketing can include both paid partnerships and organic social media videos, website and mobile-first videos, and TV and streaming.
What is the most popular platform to do video marketing?
YouTube is the most widely used video marketing platform, with 90% of companies reporting using a YouTube channel for marketing. LinkedIn, TikTok, Instagram, and Facebook are also options, depending on your digital strategy and target audience.
What is a video content example?
You can use a range of video content types to tell your brand story, generate new leads, or help customers get more out of your product. Examples include live-action videos (think: vertical TikTok), explainer videos, and new product launch videos. The type of videos you make should be based on your marketing goals and budget, which digital channels your brand appears on, and what target audiences you’re working to reach.
