The 5 Types of Videos Every Business Needs

Video is known to have one of the most successful conversion rates across all types of media. Businesses from small startups to large enterprises have to invest money in video advertising in order to create comprehensive marketing campaigns. There are different types of videos businesses can invest in when looking to reach out to their customer base but figuring out where to begin can be overwhelming. If you’re just starting a video marketing campaign, the five types of videos below are where to start.

1. About Our Company

  • Creates a sense of company culture and identity while reinforcing trustworthiness and brand identity.
  • Establishes a sense of rapport between the company and the consumer in preparation for building a relationship.

An “About Our Company” video tells the story of your business while outlining its mission statement. This is exceptionally valuable at the beginning and middle of the sales funnel. For business to consumer sales, it gives potential consumers a firmer idea of the company they’ll be working with and whether they can trust the company to provide the best products or services. For business to business sales, it provides an idea of where your company stands in your industry and may prove valuable later in the sales cycle.

Storytelling is a large aspect of this type of video, which is designed to personalize and humanize your business. An accurate representation of the company’s ideals and values is important as the messaging will inform the company’s future media and branding. At the same time, such videos shouldn’t be too long or too detailed; superfluous information isn’t useful to potential consumers. Even though this video is about the company, its underlying message is about the company’s promise to the consumer.


2. Customer Testimonials

  • Improves customer trust through the use of relatable and reliable media.
  • Reaches out to specific customer demographics and buyer personas.

Customer testimonials are one of the most effective forms of advertising available. Seeing customers talking about personal experiences with your brand and how you helped them builds trust. The more straightforward and honest the testimonial is, the more value it brings to your marketing and advertising campaign. Further, customer testimonials can be among the least expensive types of video to shoot requiring only a professional setup and willing participants.
Potential customers see testimonials and immediately relate to the buyer. This gives your company the ability to look at customer demographics and reach out to specific buyer personas by choosing testimonials most likely to speak to members of those audiences. Customers see someone with similar problems then see how your company was able to resolve these issues. Like “About Our Company” videos, this further humanizes and defines your business.
Customer testimonials absolutely have to be earnest. Viewers can detect insincerity and disengage when things seem “too good to be true.” The more authentic a customer testimonial is, the better it is for the business. Your company can request testimonials from longstanding and valued clients so you get content that truly conveys your company’s mission and character.


3. Promotional Videos

  • Prompts customers to make a purchase after helping them understand more about the product.
  • Educates customers about the ways the product or service can help them.

Promotional videos are essentially commercials, though today they are often posted on the internet rather than through “traditional” channels such as television. They center around a specific product or service and often emphasize sales or discounts. Time pressure and selling are a factor for promotional videos in a way they aren’t for other video types on this list. These videos are important near the end of the sales funnel, when customers have been educated about the product and are strongly considering a purchase.
Promotional video should be detailed without being lengthy. They describe a problem customers have as well as how the product or service solves that problem. Usually targeting a specific buyer persona, promotional videos can assume some level of familiarity with the product or brand. Because of this, multiple promotional videos may be designed to reach various core demographics.

These videos are versatile and can become a mainstay of the company’s content. They should be designed with the company’s branding, values, and mission statement in mind.

4. Live Videos

  • Give customers the feeling of being a part of something beyond themselves.
  • Engages and entertains customers in a unique and personal way.

Social media platforms have made it easy to broadcast live video directly to customers. Live videos can be recorded at large events or in a more intimate setting such as CEOs explaining changes their company has made or employees describing products. Live videos engage customers more than pre-recorded videos because they offer the experience of actually interacting with the business in real time. Taking questions connects the company to its customer base in a way that would otherwise be difficult to achieve.
Live video is challenging because it requires preparation to ensure nothing goes wrong. Equipment must be placed to ease camera switching and the video subjects need to be skilled in front of a camera. If technical issues occur, contingency plans (such as an alternative broadcast) must be in place. But when live videos goes well, it can be engaging and momentous. There’s a reason live video streaming is becoming one of the most popular types of content consumed.
Once an initial setup has been achieved, live video can also be very affordable for an organization to shoot. Businesses can use live video to consistently engage with customers through social media. By building a following, they can build organic traffic and ultimately improve upon their sales funnels.

5. Explainer Videos

  • Goes more in-depth regarding products and services offered by your business.
  • Answers questions customers may need answered before committing to a sale.

Explainer videos not only build your content base (and establish your place within your industry) they serve the purpose of “tipping” customers on the edge of a purchase. Explainer videos go into detail about particular products and services. Unlike promotional videos, they are designed to be educational and outline information customers might need rather than urging the customer to buy. Customers already interested in a product but wanting to learn more generally end up at explainer videos.
Explainer videos can also be general “How to” videos that relate to your potential customers. This is a way to strengthen the relationship your business has with the customer. An explainer video goes a long way toward educating customers who may be curious about the quality of your products.
In terms of resources, explainer videos are affordable to shoot. They may only require narration or a single “explainer,” and they don’t usually need cinematographic effects focusing on the product or service instead.
A solid video marketing campaign is going to include all of the above types of video and more, building a content library that will ultimately represent your brand to your customer base. These videos need to be produced professionally and with a consistent tone. Together they tell a story about your business and your brand. While video marketing requires an investment of time and money, it ultimately has one of the highest returns on investment compared.