A woman smiling while filming.

How to choose the right video format for your marketing strategy

Did you know that including a video on a landing page can increase conversion rates by 80%? In fact, a recent study by Sandvine reported that video accounts for 65% of all internet traffic to-date. For businesses, this means that there is a need to use visual storytelling to stay relevant and captivate existing and new audiences.

With various video formats available, choosing the right one for your marketing strategy is crucial. This comprehensive guide explores the key considerations and popular video formats to help you make informed decisions and elevate your content marketing game.

Choosing the right video format for your target audience

Before diving into the different forms of video, it’s important to be clear on what you want to achieve. The choice of video format depends on the goals and target audience of your marketing strategy. Are you aiming to increase brand awareness? Drive engagement? Or educate your audience? Each goal may benefit from a specific video format. For instance, brand awareness can thrive on visually stunning brand videos, while educational content can have higher success in how-to or explainer videos.

How does each video format affect user engagement?

We set out below the most popular video formats used in content marketing.

  1. Live events

Optimal for: Real-time engagement

Live videos provide an authentic and immediate connection with your audience. Whether it’s a live Q&A session, behind-the-scenes footage, or event coverage, live videos create a sense of urgency and excitement, fostering real-time engagement.

  1. Brand videos

Optimal for: Brand awareness

Brand videos are cinematic, emotionally charged narratives that aim to create a powerful connection between the audience and the brand. Typically running between 30 seconds to a few minutes, these videos showcase the essence of your brand, its values, and the unique story it has to tell. Think of them as the visual embodiment of your brand identity.

  1. Long-form / Explainer videos

Optimal for: Product or service explanation

When you need to simplify complex ideas or showcase how your product or service works, explainer videos are your go-to format. These concise, engaging videos break down concepts into easily digestible content, making them ideal for introducing new offerings or educating your audience.

  1. How-to videos

Optimal for: Educational content

How-to videos guide your audience through a step-by-step process, providing valuable insights and building trust. They’re particularly effective in industries where demonstrating the practical use of a product or sharing specific skills is key. These videos position your brand as an authority and resource in your field.

  1. Testimonials and case study videos

Optimal for: Building trust and credibility

Nothing speaks louder than satisfied customers. Testimonial and case study videos allow real people to share their positive experiences with your brand. These authentic narratives build trust and credibility, influencing potential customers by showcasing real-world success stories.

  1. 360-Degree videos

Optimal for: Immersive experiences

For a more immersive experience, especially in industries like travel, real estate, or events, 360-degree videos offer a unique perspective. Viewers can interact with the content by dragging or moving their device, providing a more engaging and memorable experience.

Factors to consider when selecting a video format

  1. Know your audience

Understanding your target audience is paramount. Different demographics may respond better to specific video formats. Analyse your audience’s preferences, behaviours, and the platforms they frequent to tailor your content accordingly. 

  1. Platform compatibility

Different video formats perform better on specific platforms. Consider where your audience is most active whether it’s YouTube, Instagram, or other channels – and optimise your video format accordingly for maximum reach and impact.

  1. Budget and resources

While grand brand videos can be visually stunning, they often require a significant budget. Consider your financial resources and the level of expertise available. Sometimes, a well-executed how-to video can be equally impactful without breaking the bank. Speak to our video experts at AD Media who have decades of industry experience. They will put your vision to life and work within your budget.

  1. Align with your brand message

Ensure that the chosen video format aligns seamlessly with your brand message. Consistency across all your content, including videos, is key to building a strong and recognisable brand identity.

  1. Optimise for search: Leverage keywords and descriptions

No content strategy is complete without optimising for search engines. Identify relevant keywords related to your industry, product, or service and incorporate them into your video titles, descriptions, and tags. From an SEO perspective, this ensures that your videos are discoverable by your target audience. One important factor to consider is the compatibility of the video format with search engine algorithms. Different video formats may be treated differently by search engines, affecting how well your content ranks in search results. For example, some video formats may be more easily indexed by search engines, allowing them to understand the content of the video and its relevance to specific search queries. This can improve the chances of your video appearing in search results and driving organic traffic to your website. 

Another consideration is the loading speed of the video. Search engines prioritise websites that provide a good user experience, and slow-loading videos can negatively impact your SEO. Choosing a video format that is optimised for streaming and has a smaller file size can help improve loading times and enhance the overall user experience.

  1. Measure success: Analyse your metrics

To refine your content marketing strategy, regularly analyse video metrics. Platforms such as YouTube (the second largest search engine with over 2 billion logged-in monthly users) and Vimeo offer insights into view counts, watch time, and audience demographics. Use this data to understand what works, iterate on your strategy, and continually refine your approach.


What are the different video formats available for content marketing?

There are several different video formats available for content marketing. 

  • One of the most common formats is MP4, which is widely supported by various devices and platforms. MP4 is a versatile format that offers good quality and compression, making it suitable for streaming and sharing on websites and social media platforms.
  • Another popular video format is Audio Video Interleave (AVI). AVI is a container format that can support various video and audio codecs. It provides good quality and compatibility, but the file sizes tend to be larger compared to other formats.
  • MOV (QuickTime Movie) is a video format commonly used by Apple devices and software. It offers high-quality video and audio, and it supports various codecs and features like transparency and multiple audio tracks.
  • WebM is an open-source video format developed by Google. It provides efficient compression and good quality, making it suitable for web-based content marketing. WebM is supported by most web browsers, including Chrome and Firefox.
  • FLV (flash video) is a format commonly used for online video streaming. It was popularised by Adobe Flash Player and offers good compression and compatibility. However, with the decline of Flash, the usage of FLV has decreased in recent years.

These are just a few examples of video formats available for content marketing. The choice of format depends on factors such as target audience, platform compatibility, and desired quality. It’s essential to consider these factors and choose the right format that aligns with your marketing strategy.

How to make your videos more accessible?

The choice of video format can affect the SEO of content. As a rule, video formats with captions or transcripts can improve accessibility and SEO.

We can help

By aligning your chosen format with your brand message and optimising for search, you can create a compelling video strategy that not only engages your audience but also drives tangible results.

To find out more about the type of video that best suits your business needs, reach out to one of our video experts at AD Media. We love working with our clients and delivering specific video content that serves their brand best. Get in touch on 0416 022 287 or email us at info@admedia.net.au

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