Firstly, some clarification:
Whilst a lot of these videos deliver value across both B2C and B2B marketing strategies, we’ve written this primarily for the latter.
Alongside that, we’ve mainly covered use-cases for products specifically with a sales-led GTM motion rather than self-serve.
Again, there’s lots of overlap, but certain types of video e.g. a personalised product demo wouldn’t work for both setups.
Secondly, some definitions:
For each video, we’ve outlined the primary Marketing Use Cases.
Videos can’t promise you the world, but they can actually do some very specific things, like:
- Generate leads
- Nurture leads
- Increase lead conversion rates
- Create (and sustain) brand awareness
- Generate demand
You’ll notice we’ve left off things like onboarding, customer engagement & retention, and recruitment, as we’re specifically focussing on marketing use cases further up the funnel for now.
Where are outcomes such as ‘improve understanding’ or ‘educate your audience’, I hear you ask?
Well in our travels, we’ve found that such impacts – what we’re terming ‘Audience Effects’ – are often confused with marketing use-cases.
A Marketing Use Case can be directly linked to a revenue outcome.
An Audience Effect is an emotional or intellectual response.
We like to split such effects into four categories:
- Engage: Create awareness; boost visibility; remind of presence
- Entertain: Attract eyeballs; wow them; show off; create excitement
- Encourage: Promote trust and credibility; make them feel safe
- Educate: Improve understanding; explain difficult concepts; establish expertise; address pain points
How are the two linked? Well there’s no use generating audience effects if they don’t actually contribute towards a marketing use case, and ultimately revenue growth.
As you’ll see below, the best fintech videos tie these Audience Effects directly to Marketing Use Cases.
Okay now we’ve got that out the way, let’s dive in!
The Seven Types of Fintech Video
1. Product Explainers
Probably the most common type of fintech video, these are animated videos that do two things:
- They explain the market problem and your solution to it
- They inspire your ICP by detailing SOME of the product’s features
If you’re trying to detail everything your product does, you’ve gone wrong (see Product Demos below).
Yes, these videos have a primary product focus, but that doesn’t mean you should cram every single feature and API detail into the 90s of audience attention you have. Instead your aim should be to answer the key buyer questions, and demonstrate the benefits of the product.
What future does your product create? What are you promising?
The main goal here is simply to encourage your audience to find out more, either from your product copy, or better still from your sales team on a demo call.
Marketing Use Cases:
- Increase conversion rates - encourage prospects to book a demo
- Nurture leads - help engaged prospects understand more about your offering
- We’ve left off lead/demand gen here as there are better types of video for this (see below)
Audience Effects
- Improve understanding of features
- Overcome buyer objections
- Create trust
- Create excitement about the market solution
Here’s a great example of a product explainer:
2. Product Demos
Whilst similar in content to a product explainer, a product demo is usually more indepth and a little longer. Rather than overviewing features, it will deep dive into some user journeys or specific functionality.
These are most commonly used as a time-saver for your sales team, offering a consistent, polished way to showcase how your product functions. They can also be invaluable walkthroughs at events. You may even use them as onboarding content for new customers.
As with the product explainer, these are animated videos. They differ though by featuring more UI/UX mockups, or in some cases, recordings of the product itself.
The copy might be a little less sales-focused, and a little more straightforward and descriptive. There won’t be as much description of the market problem, and the product will be centre-stage.
A little subtype of video here is the personalised product video or sales demo. These are very similar in content to the above, but are usually voiced by one of your sales team, and address a prospect directly by name etc.
Marketing Use Cases:
- Increase conversion rates in the sales conversation
Audience Effects
- Improve understanding of features
- Overcome buyer objections
- Create trust
Here’s an example of a product demo:
3. Brand Videos
Slightly less common but no less important, the brand video is a way to introduce your company, its mission, and its values, in a way that static ads and copy simply can’t.
This probably won’t be the first video a fintech creates.
Once the product is up and running however, and there are several different solutions on offer, a brand video can be used to step back from the detail, and set out the grand vision.
Stylistically, both live action and animated video are great tools here, and the choice of one over the other can play a big part in cementing the brand identity.
For example, you might want to humanise the brand and paint a real life picture of interaction with the tech. Or, you might want to double down on the tech aspects and create an animation to showcase a unique style.
Either way, this exercise is about getting creative and standing out.
Marketing Use Cases:
- Create (and sustain) brand awareness
- Nurture leads
- Generate demand
Audience Effects
- Connect emotionally with the brand
- Understand the market problem
- Promote brand recognition
- Build trust
Here’s one of our fave brand videos:
4. Thought Leadership & Founder-Led Content
Here we come to one of the newest types of video for fintechs, and one that will only increase in popularity throughout 2025.
In their simplest format, these are videos featuring one or more of the top domain experts in your company.
They usually take the form of a conversational interview, often conducted remotely, and filmed using simple online conferencing tools.
An hour long conversation might yield 20 clippable moments of 1-2 mins long that can then be optimised for shareability on social platforms like LinkedIn.
As with other types of thought leadership, the main aim here is to establish credibility and position your fintech as an authority in the industry.
By featuring the founder or other senior people from within the business, these videos can add a personal touch to an otherwise faceless brand.
Animated text and other overlays can be added to provide extra brand flavour, and to increase visual engagement.
Marketing Use Cases:
- Generate demand
- Generate leads
- Nurture leads
- Create (and sustain) brand awareness
Audience Effects
- Educate audience on market problem
- Create awareness & boost visibility
- Build credibility and trust
Here’s a great example:
5. Content Explainers
These are often similar in format to product explainers, except with one key difference.
Instead of explaining your solution, they explain a concept or question related to the product.
If you’re in payments, this might be an ‘Introduction to Payment Gateways’. If you’re a regtech, perhaps it’s an overview of AML Regulation.
More often than not, these videos are used to simplify complex ideas, such as regulatory requirements, emerging technologies, or market trends.
They’ll often be produced as a content series, and deployed in many channels including social, email, and insights pages.
Marketing Use Cases:
- Generate demand
- Generate leads
- Nurture leads
Audience Effects
- Educate audience on market problem
- Simplify complex topics
- Create awareness & boost visibility
- Build credibility and trust
Here’s an example:
6. Client Testimonials and Case Studies
When it comes to building trust, there’s nothing like sitting one of your customers down on camera and asking them to speak authentically about their experience.
It doesn’t take much - they just need to outline the problem they faced, the journey they went on to eventually find your solution, and the outcomes they’ve seen as a result.
It’s a powerful piece of social proof that helps to address any buyer objections, and demonstrates real-world success.
A high production quality can be key here when it comes to making the content feel authentic and legitimate.
Marketing Use Cases:
- Nurture leads
- Increase lead conversion rates
Audience Effects
- Educate audience on market problem
- Overcome buyer objections
- Build credibility and trust
Here’s an example:
7. Webpage Animated Graphics
Finally we come to a lesser utilised form of fintech video, but one that is increasingly valuable for fintechs looking to stand out above the rest.
Product/solutions webpages can be dull, and full of text.
Static graphics can go someway to detailing the functionality of a fintech product, but an animated graphic can do a whole lot more whilst taking up the same amount of space.
These embedded animations on your webpage can elevate user experience by giving prospects a real-time breakdown that’s easier to process visually.
They’re best deployed, not actually as videos at all, but rather as web-based graphics that are lightweight and sit on a webpage and loop automatically, without requiring any trigger from the viewer.
You can even make them interactive, perhaps to showcase the modularity of a particular product, or to offer a carousel or product features.
Marketing Use Cases:
- Increase conversion rates - encourage prospects to book a demo.
- Nurture leads - help engaged prospects understand more about your offering
Audience Effects
- Improve understanding of features
- Overcome buyer objections
Here’s a good example from Ramp:
Wrap Up
Phew that was a lot of fintech video content wasn’t it!
If you’ve made it this far, you should now have a really good sense of everything that fintech videos can and can’t do.
The best starting point is to pick your marketing aims first, and work backwards from there to design the content. Then it’s just about choosing a top agency to help you realise that vision, and more importantly, help you activate it properly to deliver maximum results.