Business Video Marketing Examples: What Successful Brands Do Differently

As video editors, we learn a lot from our clients. Some share a detailed brief about exactly what they want for every video, while others figure out their preferences as we edit for them, telling us to dial an element up or tone it down as we go.

Working this closely with so many businesses has taught us a lot about what makes video marketing actually work. The short version: the best videos carry a very specific key message and have genuine visual appeal, the same principle behind a strong video marketing funnel.

That statement is a little abstract on its own, so below we've broken down real video marketing examples from brands that got it right (and one that didn't), plus a practical framework for building your own video marketing strategy.

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Table of Contents

1. Quick Takeaways
2. Successful Video Marketing Examples
3. How to Develop a Video Marketing Strategy
4. Key Metrics You Can Assess
5. What You Will Need
6. Bottom Line
7. Frequently Asked Questions

Quick Takeaways

Successful Video Marketing Examples

Here's how four very different companies approached video marketing, along with what worked and what didn't.

1. Slack

As a cloud-based team collaboration tool, Slack's biggest challenge was communicating what its features actually do for a team that's never used them. Slack has a lot of functionality, and users need a bit of guidance to get the hang of it, so its video marketing strategy leans on two formats: explainer videos and how-to tutorials.

Slack captures its audience's attention with relatable, almost sitcom-style scenarios. Take a look:

This video racked up millions of views by essentially mocking workplace-comedy tropes (think The Office) and positioning Slack as the fix. Notice how it identifies the target audience's pain points, dramatizes them, then offers Slack as the solution. That kind of production, from the script to the actors to the on-screen feature pop-ups and transitions, doesn't happen without a professional editor behind it.

Here's a second example that shows how Slack handles a straightforward product introduction:

Now compare that to how Rocket.Chat, a direct Slack competitor, introduces its own software:

The Rocket.Chat video mostly narrates the product's features rather than speaking to the viewer's actual problem. It's not especially relatable or engaging, and the visual appeal could have done a lot more to keep viewers watching for the full five minutes. That's the gap between a video that informs and a video that persuades.

2. GoPro

GoPro makes some of the best-known compact action cameras on the market, and the company is just as well known for its video marketing. With an established product and a loyal customer base already in place, GoPro's main online goal is strengthening retention and widening its audience, and it does that primarily through user-generated videos and event recap videos.

GoPro leans heavily on content its own customers create, which cuts production costs while still delivering authentic, high-energy footage. Here's an example:

GoPro has clearly been innovative (and a little lucky) with this approach, but the real lesson here is that a lot of your video marketing ideas and raw content can come straight from your existing customers. A few ways to put that into practice:

3. Buzzfeed Tasty

Video marketing doesn't only scale a product business. It can be an entire business model on its own, and Buzzfeed Tasty proves it. If you spend any time on Facebook, Instagram, or YouTube, there's a good chance you've seen one of its videos.

Here's an example:

The color choices, format, platform selection, and editing all play a direct role in why Tasty videos work. If these clips ran longer or lost their smooth, quick transitions, they'd likely lose viewers fast. Tasty set out to make short, engaging food content that entertains and informs people mid-scroll, which meant getting the hook (the title), the music, the color palette, and the frame-to-frame transitions all working together.

That format now generates substantial revenue for Buzzfeed, and the growing audience it built has let Tasty expand into long-form content as well.

How to Develop a Video Marketing Strategy

Video marketing strategy looks different for every business. Some care most about frequency and impressions. Others care most about conversion rate. It all comes down to your intent, the one key message you want to deliver. Whether you're a creator, a business owner, or a marketer, start by answering:

Use those answers to decide:

Answering all of this gives you a specific intent, something like communicating the features and functionality of your productivity tool to office teams. That intent is your key message. Break it into small, actionable steps over a timeline, and you've got a strategy.

You can't execute that strategy alone, though. Video creation is a creative, demanding process. Attempt it solo and you'll likely spend weeks producing something that still isn't presentable. And to be clear, we're not talking about quick social clips here. We mean the kind of video that actually brings in business: explainer videos, tutorials, testimonial videos, and similar formats built with a real video ad strategy behind them.

That means visual appeal matters as much as the message itself. Plenty of genuinely useful videos have gone nowhere simply because they weren't appealing enough to hold attention. Here's a case in point:

A promising idea, undone by weak execution. Better actors, or at minimum a professional editor, could have saved this one from falling flat.

To avoid that outcome, hire professional video creators and editors, both because they know how to grab attention on different platforms and because it meaningfully lowers your risk of a video that flops. If you want a deeper walkthrough of that hiring process, see our guide on how to hire a video editor.

Key Metrics You Can Assess

Once your videos are live, track these to see what's actually working:

What You Will Need

Bottom Line

If you're just starting out, don't expect glowing feedback in the early days. Share your video individually with two or three existing customers and ask for their honest opinion, then use that feedback to shape your next one. Trial and error genuinely teaches you something here.

The detailed briefs we get from clients aren't the product of some insider secret. They come from experience. The clients who hand us a clear, confident brief have already been through their own trial-and-error phase and figured out what actually excites their audience.

One more thing worth remembering: you can hand editing to a professional editor, and you can hand production to a professional video maker, but you can't outsource the experimentation phase. That part has to come from you.

Frequently Asked Questions

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