There's tremendous pressure on vendors and retailers today to incorporate video on their websites. There is also an emerging trend and a shift towards education based marketing when it comes to product videos. Many companies are trying to re-purpose their marketing videos, and at the same time create instructional videos. There are certain rules that can be followed to ensure that product videos are effective, and have the right balance between marketing messages and instructional elements. When done correctly, education based marketing is easy to implement, and product videos will be serving the needs of both, consumers and businesses.