Products that need an emotional connection with the consumers: There is no doubt that the majority of products fulfill this criterion. However, research shows that non-consumable products that have a long terms use end up developing an emotional connection with the users. For instance, certain individuals only buy Apple brands because of the special connection developed. The same aspect applies to brands of cars. With such products, videos are the most optimal tools to invoke certain emotions that will draw the target audience closer to the product.

          Products whose ‘differentiation’ element is so small: In marketing is normal that a new product should be differentiated in a particular way as compared to the existing category of products. However, in some instances, the degree of differentiation is so small to narrate using texts. This aspect is common in electronic devices more so smartphones. In such a scenario, videos become important in visually identifying the point of differentiation, especially where it is visible e.g. when products are differentiated by hardware design.

          Products that require user education or giving of instructions: There are several products that require visual demonstrations for the users to adequately comprehend how they are used. A good example is the advertising of new water pumps. It might require some additional instructions on how the latest design is used. Based on the fact that videos vary in length, some can accommodate all the relevant instructions.