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How to use Video Marketing to sell online courses

Video marketing is another feature of the arsenal of tools that you can use to sell courses online, but, let’s be fair, this is “The” feature.

If you are remotely aware of the way people consume content on the internet today, you already know that videos are the big favorites of the moment. 

Not sure? Think for a moment: how many videos do you usually watch daily?

How to use Video Marketing to sell online courses

Why to use Video Marketing

Video marketing is all about marketing through audiovisual content. It uses videos to publicize a product or a service and to attract, convert and retain customers.

Why videos? Just to give you an idea, 90 percent of consumers reported that video helps them to make buying decisions, while 64 percent say that seeing a video makes them more likely to buy.

Much of this result is due to the social networks, which gave a new impetus to the transformation of consumption habits caused by the internet.

Currently it is proven that the video dominates the public’s preference. It is the type of media most watched on social networks and not just on YouTube.

How to use YouTube to promote your business

In fact, four of the top six channels that global consumers use to watch videos are social channels.


And it’s not like things are slowing down: the technology conglomerate Cisco, reports that 82% of all consumer traffic on the Internet will be video by 2021.

What does all this mean?

In short, companies need to make video marketing an integral part of their business strategy or risk falling behind.

The power of video marketing 

As Facebook’s director of engineering, Srinivas Narayanan, said: “If a picture is worth a thousand words, a video is a library.”

Videos are consumers’ favorite content for viewing a brand on social media and, to help, modern targeting techniques allow video marketing to be highly relevant to individual consumers.

Adapting video content to your target audience can increase your retention rate by 35%. And since 71% of consumers consider sponsored videos to be relevant or highly relevant, it is definitely worth investing in a paid campaign to ensure your videos are seen by the right eyes.


Video marketing is not only good for capturing attention and entertaining, but it is also an effective tool that you can use to get consumers through your sales funnel.

Hot to create a sales funnel

For example, a study by Eyeview Digital found that using video on landing pages can increase conversions by 80%.

In other words, video marketing should not be something that companies do occasionally to increase brand awareness.

Instead, videos should be employed for a variety of purposes at all stages of the customer’s journey.

How to create a Customer Journey Map

Another interesting fact is that, according to HubSpot Research, consumers prefer an “authentic” video of inferior quality to a high quality video that seems inauthentic and artificial.

Simply put, viewers prefer raw authenticity to super manufactured production.

That means you don’t need a huge budget or production studio to create your video marketing. Especially considering that nowadays it is possible to record high quality HD and 4K videos with smartphones.

–  Learn how to record videos at home

In short, videos are an attractive and powerful tool, accessible to companies of all sizes. 

13 types of Video Marketing 

Video marketing can be very versatile and you can you can carry this strategy out in different channels and formats.

To help, we’ve listed thirteen types of video marketing that you can use to grow your business.

1. Brand videos 

These types of videos are often used as advertisements on social media to generate brand awareness and increase traffic.

They aim to communicate the personality, culture, mission and vision of the brand, or products and services.

A good example is the video that Emirates airline produced with actress Jennifer Aniston, presenting its services and brand quality.

2. News and updates videos

Another type of video marketing ideal for attracting the attention of your audience and consolidating your authority in your field.

Record videos commenting on recent news on a subject related to your product or service. Give your opinion, make an analysis, encourage debate. In addition to stimulating interest, it helps you create a connection with your audience.

3. Tutorial videos

Type of video marketing used to explain how something works, step by step. 

Through a detailed demonstration, the video teaches the viewer how to use a product or service, or perform a task. 

Record tutorial videos: tips to get the best result

In the video below, Think Media shows how to Make YouTube Videos on Your Phone through a simple tutorial. Notice that anyone can record this type of video marketing without even leaving home.

4. Event videos

Does your company hold or participate in events? Showing this to your audience helps to boost your brand’s authority.

Event videos are a great way for companies and professionals to document their experiences and produce footage with highlights.

5. Live videos

All major social networks allow users to broadcast live videos – whether on YouTube, Instagram, Twitter or Facebook Live.

Broadcasting to the public allows you to engage viewers in real time. It also provides a unique creative opportunity that allows brands to promote interviews, presentations, events and more.

Live video streaming: 5 ways to make money

6. Stories

Everyone remembers that Snapchat was a pioneer in the video format that stays online for a period of time and then disappears. Since everything that works is copied, it didn’t take long for Instagram and Facebook to launch the same feature called “Stories”.

Videos that disappear can add a great deal of urgency, which helps to capture the attention of your target audience. In addition, the format itself inspires brands to be more creative and bold with their content ideas.

Vans, for example, is a brand that uses this feature to promote its products and its live events!


7. Making of videos

Another effective way to create a connection with your audience and create interesting promotional material is to record some scenes from the making of your course as video marketing.

While this may not be appropriate for everyone, adding a little humor and reality to your promotional material can bring expressive results.

8. Educational videos

Use this video marketing format to teach your target audience something they want to know. 

In the case of online courses, to make the content even more interesting, you can address something very specific, which is a general curiosity. A math teacher, for example, can create a video in which he solves a complicated problem, or proposes a riddle to be deciphered. 

How to create videos for online courses

9. Demo videos

Demo videos are focused on presenting your product / service. While tutorial videos tend to stay at the top of the sales funnel, attracting leads and introducing people to your brand, demo videos go deeper.

They aim to highlight all the main benefits of your product or service and usually include a call to action to encourage viewers to make a purchase.

GoPro has the best examples of this kind of video marketing.

10. Interviews with experts videos

Interviewing experts and influencers is a fantastic way to add value to your promotional material and your audience.

In addition, this type of video marketing helps you to position yourself as an authority in your niche and build confidence in your target market, harnessing the power of social proof.

11. Customer testimonials videos

Disclosing someone speaking well about your online course is an idea that always brings good results, because, as mentioned above, this type of video marketing also acts as social proof.

Besides giving your opinion on the content, your guest can talk about your method of teaching and advantages, which helps influence your audience to move further into the sales funnel.

How to Get More Reviews for Your Business

12. Animated videos 

Animation allows total creative freedom. For this reason, it can be the perfect format for explaining difficult or abstract concepts related to the content of your online course.

In addition, animations can be extremely attractive and fun. With software like Animaker, anyone can achieve high quality results.

Coca-Cola is an example of a brand that uses this type of video marketing to capture the attention of the audience through animated stories focused on a bigger message.

13. Sales videos

This type of video is focused on telling the customer what they will gain by purchasing your course, inducing the person to act and make the purchase. 

The sales pitch should tell a story and end with a call to action. For this, the content must have emotional appeal, which requires you to know what your target audience needs and wants.

– How to sell online course

Video Marketing to sell courses online

After publishing your video marketing campaign, check back periodically to evaluate its performance.

Also, look for ways to improve it and take this into account when creating your next video.

Finally, don’t worry!

Remember that viewers really prefer videos that are more authentic than those with a rehearsed and advertising-looking presentation.

Ready-made material, get feedback from some friends, make the necessary improvements and when everything is perfect, upload it to video platforms or go straight to your online school at

How to Choose the Right Video Hosting Platform

ELearning platform (LMS), has all the necessary features for you to integrate and import content from video hosting platforms such as Vimeo and YouTube.

Whats is a Learning Management System

Instructors can embed their hosted videos in any of these channels on their page on, leaving their lessons even better and more complete.

Visit our website and take advantage of all the features of our platform to make tutorial videos and create quality online courses.