The importance of relevance in marketing doesn’t just apply to ads and sales copy. It also applies to video content.

So, if you’re looking for opportunities to extract more value out of your video-format resources (which are exceptionally powerful in and of themselves), relevance should be your top priority. 

In fact, the key to drawing buyers into a sales funnel (and guiding them toward a conversion) lies in personalization. A 2025 study discovered that 96% of people are more likely to buy from businesses that tailor their messaging.

Most people ignore branded marketing messages that don’t seem to relate to their unique wants, needs, and experiences.

But how do you make video content relevant? And how do brands adapt their video marketing strategies across industries? 

This article will guide you through the process of ensuring relevancy, along with a few examples to help you understand how successful brands achieve top-notch results.

Videos for Niche Brands (Tech or SaaS Industries) 

What’s the biggest obstacle to achieving brand and product relevancy? More often than not, it’s a lack of brand and product awareness.

In many cases, the reason your video marketing fails to drive outcomes is that your target audience simply isn’t aware of the type of solution you offer. They don’t know how your product can resolve their pain points.

There are two potential roads you can take:

• Paid Advertising: You can invest in paid advertising campaigns that promote your solution, hoping that ideal customers will recognize its unique value.
• Educational Content: You can identify topics relevant to your audience and create resources that cover them from an educational viewpoint. 

You can use these videos to introduce your solution as a way for your prospects to achieve their desired outcomes with ease. Both ways effectively create a market for your product where there was none before.

Engain does it beautifully in the Stop Trying to Rank for Blogs & Keywords video on its YouTube channel. The brand attracts potential leads by discussing SEO challenges in 2026. 

It uses the video to explain why traditional approaches don’t work. It also creates a natural opportunity to mention and introduce its product as a potential solution to recover organic traffic for small and emerging brands.

Source: youtube.com

Videos for Innovative Brands (Hardware and Consumer Tech Industries) 

If you’re looking for ways to make your offer relevant to your target audience, use video marketing to ensure your prospects genuinely comprehend the value you offer. For innovative brands selling unique solutions, this may prove to be challenging. 

However, since video is one of the most effective content formats for product education, it can offer exceptional opportunities to overcome conversion obstacles. It gives you a way to communicate value that genuinely resonates with your ideal customers.

For instance, check out how Spotminders implements this tactic. Knowing that tracking cards are a product type everyone needs but very few people understand, this business uses short-form video clips to guarantee product comprehension on its website. 

Spotminders doesn’t just attract new leads into its sales funnel (and boost their purchase intent). It also begins the onboarding process before web visitors have even made a buying decision.

This strategy ensures they know precisely what to expect from their purchase and that they’re sufficiently equipped to begin using the product as soon as they get their hands on it.

Source: spotminders.com

Videos for Businesses Operating in Competitive Markets (Lifestyle, Beauty, and Wellness Brands)

95% of consumers say trusting a brand is very important when making purchasing decisions.  If your market is highly competitive, it’s best to focus on building trust for the long-term benefits.

But what does relevance have to do with credibility?

Well, think of it this way. If most shoppers choose brands they trust, then showing that your brand is reliable and competent is one of the easiest ways to convince them that your solution is worth buying.

Sky and Sol does this by pairing video content with influencer marketing. The brand works with trusted voices in different industries, which helps it reach new audiences and build trust. 

This works because most people buy based on recommendations from those they follow online, especially when those people know their stuff. In addition, influencers often already have their audiences, which makes it easier to market products.

Source: instagram.com

Videos for Customer-Centric Companies (Common in Fashion, Footwear, and Home Goods Industries) 

Research shows that consumers are more cautious with their spending in 2026. Not everyone is cutting back, but the trend is clear: people want to feel safe before they buy. 

That’s why one of the best ways to make your product feel relevant is to show that choosing it comes with little to no risk. Naturally, there are several ways to achieve this with content marketing (and videos, in particular). 

High-quality social proof and user-generated content, for instance, are great for boosting consumer confidence and helping prospects recognize the unique value they could receive by investing in your offer.

However, if you wish to focus solely on video marketing and choose an approach that works across multiple industries, it might be a good idea to create video-powered risk-free product experiences.

By sharing unboxing, how-to, or upgrade videos  (as Tecovas does on TikTok), you give your audience a real feel for your product before they buy. This helps set clear expectations and makes it easier for them to decide if your offer is the right fit for them.

Videos for Value-Driven Businesses (Critical in Legal, Medical, and Financial Industries) 

Market research suggests that businesses with ESG-related claims outperform their competitors in profitability. Furthermore, psychological research suggests that storytelling elevates shoppers’ purchase intention via emotional resonance.

If you want to make your messaging engaging and relevant to your target audience, emotional, value-driven, or story-based content could offer a great opportunity to appeal to your prospects. 

Video is the perfect medium for achieving this goal. Essentially, this format combines multiple types of media. 

It has strong potential for leaving authentic impressions when featuring your team or customers. So, story-based videos could be the secret weapon for elevating the relevance of your offer in your prospects’ eyes.

For instance, check out Mesothelioma.net. You’ll find that this business uses videos to explain the why behind its existence, to shed light on its mission and approach, and to convince potential clients that it truly is a great choice for helping patients process their diagnoses, find legal assistance, and explore financial support options. 

The emotional resonance of the resource provides an additional opportunity for engaging potential clients, and the first-person narrative style does a tremendous job of ensuring authenticity.

Source: mesothelioma.net

A Must Across All Industries: Adapting Video Content for Different Distribution Platforms 

Finally, as you explore ways to make your videos more relevant, remember that the only way your content can reach and engage your target audience is if it truly aligns with how your potential prospects use the internet in the first place.

Yes, on-site video can be a marvelous tool for boosting product understanding or establishing your team’s trustworthiness and expertise. But discovery mostly happens off-site, with one-third of consumers saying that social media is where they go to find new brands and products.

For this reason, the only way your video marketing can be truly relevant to your target audience is if you distribute it (and adapt it for) the platforms your prospects use.

Take Drift, for instance. This business comprehends the potential of TikTok for building awareness in the lifestyle products category. That’s why it actively produces engaging and visually attractive video content to distribute on the platform and generate interest in its offer.

Make Your Video Content More Relevant to Your Industry

When you know your video marketing strategy doesn’t really result in the expected results, this is a sign that you should make it more relevant to your industry. Here’s a table to help you understand the above strategies better.

Relevant video content can make your brand in more ways than just one. It can help you engage your ideal customers, reach new audiences, boost product understanding, or forge strong emotional relationships with your leads.

So, don’t hesitate to draw inspiration from the examples listed in this guide. All of these brands know how to produce relevant video content. More importantly, they’ve nailed the process of adapting their video marketing approach for their specific industries and niches, making them that much more successful at reaching their marketing goals.