“What’s the most effective type of video content for brand awareness versus direct sales conversion?” Here is what 12 thought leaders have to say.
- YouTube Pre-Roll Ads Boost Brand Awareness
- Differentiate Between Brand Awareness and Sales Videos
- Curiosity-Driven Clips Outperform Polished Reels
- Viral Hooks and Testimonials Drive Results
- User-Generated Content Builds Brand Trust
- Educational Videos Build Long-Term Trust
- Real-Time Cost Tracking Creates Urgency
- Story-Driven Videos Build Brand Connection
- Authentic Content Engages Viewers
- Urgent Situations Create Memorable Impressions
- Storytelling and Emotional Appeal Enhance Awareness
- Transformation Videos Capture Attention
YouTube Pre-Roll Ads Boost Brand Awareness
YouTube pre-roll ads are a brilliant tool for brand awareness, especially because of how their cost structure works. If a viewer skips the ad before 30 seconds, you don’t pay, but if your brand is front and center in the first five seconds, you’ve already won. Even a quick glimpse of your logo, product, or a catchy tagline plants your brand in the viewer’s mind without spending a penny. The trick is to make those first moments bold, visual, and unmistakably yours, something that lingers, even after they click “skip.” For brand awareness, the focus isn’t on cramming in details but on creating quick but memorable impact through dynamic visuals, surprising hooks, or a touch of humor. With smart targeting and a strong creative, you can get your brand seen by thousands, often without paying unless someone stays. It’s simple, strategic, and a great way to stretch your marketing budget further.
Ryan Stone, Founder & Creative Director, Lambda Video Production Company
Differentiate Between Brand Awareness and Sales Videos
Most brands get video marketing wrong because they treat brand awareness and sales conversion as the same thing. But the most effective video content depends entirely on the goal.
For brand awareness, videos should be designed to capture attention and be memorable, shareable, and emotionally engaging—not focused on selling. The best approach is storytelling-driven content that resonates with viewers on a personal level. Think of the kind of videos people actually want to watch, like behind-the-scenes footage, short-form entertaining clips, or thought-provoking brand stories. The goal is to create a lasting impression so that when a consumer eventually needs a product in your category, your brand is the first that comes to mind.
On the other hand, when the goal is direct sales conversion, video content should shift from being entertaining to being highly persuasive and problem-solving. These videos need to answer one question: Why should someone buy right now? Instead of vague brand messaging, they should focus on demonstrating a clear value proposition, using formats like product demos, testimonials, or case study videos that prove effectiveness. The most successful conversion videos don’t just explain a product—they highlight a specific pain point and show how the product is the best solution. There’s no need for fluff; clarity and directness are key.
The biggest mistake businesses make is using an awareness-style video when they need sales or a sales-driven video when they need brand awareness. They serve completely different functions. A viral video with millions of views won’t necessarily sell products, and a perfect product demo won’t work if no one knows your brand exists. The right strategy is knowing when to build familiarity and when to push for action.
Austin Benton, Marketing Consultant, Gotham Artists
Curiosity-Driven Clips Outperform Polished Reels
Brand-building videos should provoke curiosity, not just showcase logos. At a climate summit we produced, 15-second teasers showing attendees’ handwritten hopes for the future outperformed polished sizzle reels by 43% in recall surveys. These raw clips aired pre-event across TikTok/Instagram, driving 18K registrations. For sales, ditch the hard sell – interactive videos convert. With GitLab, we embedded live product polls in webinar-style demos. Viewers who interacted spent 2.7X longer watching and had 31% higher purchase intent. One trick: Use your Zoom webinar Q&A feed as real-time testimonials. We splice these organic soundbites into product pages.
Michelle Garrison, Event Tech and AI Strategist, We & Goliath
Viral Hooks and Testimonials Drive Results
At Level Up PR, I, Sahil Sachdeva, along with my team, understand that different types of video content serve distinct marketing objectives.
For brand awareness, the most effective videos are those with high engagement potential, such as viral video hooks, entertaining content, and trend-driven formats. We leverage stunts, memes, and relatable storytelling to captivate audiences and organically boost visibility. These videos are designed to spark conversations, shareability, and community engagement.
For direct sales conversion, content must be more targeted and persuasive. Testimonial videos, product demonstrations, and case study videos showcasing results and social proof work best. These formats build credibility and trust, guiding potential customers toward making purchasing decisions.
By strategically blending entertaining, high-reach content for awareness with data-driven, trust-building content for conversions, we ensure maximum impact for brand growth and sales.
Sahil Sachdeva, CEO & Founder, Level Up PR
User-Generated Content Builds Brand Trust
For brand awareness, user-generated content (UGC) is the clear winner because it leverages authenticity and social proof, two of the most powerful factors in building trust with an audience. Unlike traditional brand-produced content, which often feels overly polished or promotional, UGC is real, unfiltered, and relatable. When potential customers see everyday people sharing their genuine experiences with a product or service, it creates a level of credibility that even the best marketing campaigns struggle to achieve.
One of the biggest advantages of UGC is its ability to make a brand feel more human. People are more likely to engage with content that resembles a personal recommendation rather than a scripted advertisement. This natural and organic approach leads to higher engagement, more shares, and broader reach, increasing the chances of new audiences discovering and trusting the brand. Social media platforms like TikTok, Instagram, and YouTube make it easy for brands to integrate UGC into their marketing efforts, whether through testimonials, unboxing videos, challenges, or organic mentions.
UGC is also highly cost-effective. Instead of allocating large budgets to professionally produced campaigns, brands can tap into their community and encourage customers to create content. This not only saves money but also increases authenticity, since user-generated videos often perform better in social media algorithms due to their engagement-driven nature.
Erin Ruddy, Owner, Winston-Salem Massage and Bodywork
Educational Videos Build Long-Term Trust
If brand awareness is a priority, educational/insight/type videos, and thought leadership videos are highly effective. These center on sharing industry-related insights, tips, and behind-the-scenes content that positions your brand as a dependable source. At Freight Right Global Logistics, we’ve learned that explaining complex topics—like supply chain optimization—through video content makes prospective clients more likely to associate our company with expertise and reliability. These videos might not generate direct sales right away, however, they allow us to create that long-term trust and stay front-of-mind for when businesses are looking to re-engage.
The most effective video content for direct sales conversions ends up being things like case studies, product demos, and client testimonials. These types of videos show tangible success stories or explain how your service solves a customer’s problem directly. When we published a client success story about how we saved them over 20% in shipping costs through optimized freight routes, for example, the next month’s consultation requests increased by 15%. These are the kinds of videos that provide clear, usable value, and that push viewers to make purchasing decisions more quickly.
Long story short, educational content creates awareness and builds credibility over time, while case studies and testimonials encourage potential customers to convert by showcasing real evidence of your value. A robust video strategy needs to focus on both to keep leads warmed up at all stages of the sales funnel.
Robert Khachatryan, CEO and founder, Freight Right Global Logistics
Real-Time Cost Tracking Creates Urgency
People don’t realize how much energy they waste daily. A video following a household’s electricity use from morning to night, with real-time cost tracking, opens eyes. “Here’s what your fridge costs to run in 24 hours: $1.80. Here’s what your gaming setup drains per month: $45.” Quick, punchy, and loaded with real-world context. By the end, viewers should be asking, “Wait, how much am I overpaying?” That’s when they look for solutions.
For direct sales, nothing beats a side-by-side bill comparison. A split-screen video showing two neighbors-one on a standard plan paying $320 a month, the other on a smart-optimized plan paying $190-says everything. Throw in a 10-second explainer of how simple it is to switch providers. People don’t need a lecture. They need to see savings in action. Once they do, they’ll be signing up before the video ends.
Benjamin Tom, Digital Marketing Expert and Utility Specialist, Electricity Monster
Story-Driven Videos Build Brand Connection
In my experience, the most effective type of video content for brand awareness is story-driven or educational content, such as brand documentaries, behind-the-scenes footage, or explainer videos. These types of videos focus on building a connection with the audience, telling the story of your brand, values, or the impact your product or service has. For example, we created a short documentary-style video showing how our company works with local communities, which helped boost our brand’s visibility and trustworthiness. These videos are powerful for introducing your brand to a wider audience and sparking interest.
For direct sales conversion, product demonstration videos or customer testimonials are more effective. I’ve found that showing how your product works and hearing real customers talk about their positive experiences helps build trust and drive purchasing decisions. For instance, when we released a product demo video showcasing its unique features and benefits, we saw a significant increase in conversions. These videos provide clear, actionable information that guides the viewer toward making a purchase decision.
Both types of videos serve different purposes, but when combined, they help nurture awareness and drive conversions, creating a balanced approach to video marketing.
Nikita Sherbina, Co-Founder & CEO, AIScreen
Authentic Content Engages Viewers
Brand awareness works best with authentic, high-energy content that feels natural. Short-form UGC, behind-the-scenes clips, and viral challenges make people stop scrolling. A beauty brand I worked with saw views explode after we switched from polished ads to raw, fun tutorials shot on a phone. There was no hard sell—just relatable content that made the brand feel like a friend, not a company.
Direct sales need a different hook. Product demos, unboxings, and testimonial videos drive conversions. Show, don’t tell. A simple, close-up demo of a skincare serum boosted conversions by 30% because people saw the texture, the application, and the results in seconds. Trust builds faster when viewers feel like they’re experiencing the product, not being sold to.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Urgent Situations Create Memorable Impressions
People remember what feels urgent. A video showing a plumber on the way to a flooded house at 2 a.m., explaining the steps taken before arrival, sticks with homeowners. Show the phone call, the technician getting in the van, and the immediate action taken upon arrival. Even better, overlay captions like “response time: 22 minutes” and “damage minimized by 85%.” That kind of proof builds trust faster than any ad. Next time a pipe bursts, people will know exactly who to call. For direct sales, real-time repair demos work best. Film a job where a plumber cuts into a wall, pulls out a corroded pipe, and installs a replacement-all in under two minutes. No fancy editing, no gimmicks. Just clear, simple footage showing how problems get solved. Add a closing shot of the final bill next to an estimate for what could have happened if left untreated. People want results, not sales pitches. Show them what they’re paying for.
Caleb John, Director, Exceed Plumbing
Storytelling and Emotional Appeal Enhance Awareness
For brand awareness, storytelling and emotional appeal work best. Short, engaging videos with strong visuals help audiences remember a brand. Think behind-the-scenes clips, customer testimonials, and value-driven content that sparks curiosity. These build familiarity and trust.
For direct sales, clarity and persuasion are key. Product demos, limited-time offers, and problem-solving videos drive action. A clear call to action matters. Tutorials and case studies also help by showcasing effectiveness.
Both strategies need concise messaging, strong visuals, and audience relevance. The goal differs — awareness nurtures interest, while sales content pushes decisions.
Mike Khorev, Managing Director, Nine Peaks Media
Transformation Videos Capture Attention
People love a good transformation. A full roof replacement captured in a 30-second time-lapse, from bare decking to brand-new shingles, is mesmerizing. Speed it up, add on-screen timestamps, and overlay key points like “project completed in 8 hours” or “50-year warranty shingles installed.” Homeowners scrolling through social media might not think about their roof much, but they will remember the company that made it look easy.
For direct sales, storm damage breakdowns close deals. A short video analyzing hail damage with close-up drone footage and repair cost estimates hits hard. Show the difference between minor cracks and severe structural risk. Overlay a stat like “85% of storm-damaged roofs qualify for insurance coverage.” People need urgency. If they see what neglect looks like in real dollars, they’ll schedule an inspection fast.
Nathan Mathews, CEO and Founder, Roofer