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Video Marketing Lingo Pt 2: Commercials and Instructional Videos

3 Min Read

Video marketing can feel like a different world, and making a commercial (online or not) can seem daunting. Do you want a brand video or a product video? What’s the difference between a pre-roll and a commercial? It’s enough to make you scream: I just want a video!

While all video is awesome, not all video is created equal. Here, we gave a rundown of brand videos and product videos, two key options open to you as you start exploring the role of video marketing in your business. In this article, we cover two more options in the video marketing toolbox: commercials and instructional videos.


What it is: While a commercial can cover a wider range of objectives, its defining factor is information. The viewer should learn something specific about your business by the end of a commercial, whether its a promotion you’re offering, a new class on the schedule, or an upcoming event. Commercials are time-sensitive. As a video marketing tool, a commercial’s goal is to get the customer to your business within a specific time frame.
What it’s not: Timeless and general. You may need a new commercial every few weeks, depending on the services you offer. Even if your business has maintained a consistent mission statement and a regular rotation of products, switching up the schedule keeps customers engaged, and a commercial keeps them informed.

Instructional videos

What it is: Instructional videos establish your business as an expert in the field. You can see them in the beauty, fitness, culinary, and DIY industries in particular. In essence, an instructional video teaches the viewer how to do something. It’s like offering a free lesson, and who doesn’t love free? Video marketing wise, instructional videos capture the millions of people who go online in order to find an answer to a problem. Be the first to provide them a solution, and you will forever be the hand who helped them in a time of need–which is great for building trust and a long-term relationship.
What it’s not: Despite what “video marketing” would imply, an instructional video is not explicitly selling a product. Instructional videos shy away from the hard sell. You want to build trust, not come across as self-interested or money hungry. Leave the selling to the commercials and product videos.

Was this helpful? Then check out part 1 on brand videos and product videos, and stay tuned for part 3!

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