10 Types of Videos Every Business Should Consider
For Mom and Pop Shops, Fortune 500s, and Everyone Else
Video marketing isn’t one-size-fits-all. Different video types serve different goals—from brand awareness to conversion and everything in between. If you're wondering which kinds of videos to add to your marketing toolkit, here's a list of 10 formats to consider.
1. Brand Story Video
Your origin story is powerful. A brand story video connects your audience with who you are, what you stand for, and why you exist. It’s perfect for your homepage or "About Us" page and helps build emotional resonance.
The typical brand video is around 2.5 - 5 minutes long and includes talking head interviews, archival footage, current b-roll, and a narrative that explains your origins, what you’re doing now, and where you‘re headed to next.
2. Product Demo or Explainer Video
Showcase how your product or service works in a clear, engaging way. These videos help simplify complex ideas, making them ideal for SaaS, tech, or any product with unique features.
We’ve done these for everyone from branding firms to air filtration companies. They should be direct and fun so people don’t skip through them and miss key information. They range anywhere from 1 minute to 15 minutes (depending on how involved using your product is) and can even be parts of larger series depending on the product line.
We recommend text and motion graphics to be a part of these so the instruction is as clear as possible.
3. Customer Testimonial Video
Let your happy customers do the talking. Testimonial videos build trust by providing real-world validation of your product or service from people who’ve experienced it firsthand.
The fun thing with these is they are multifunctional and can be done in an array of styles. If your product (or your sales funnel) relies heavily on social media, it’s best to do either UGC (user generated content) style videos or very simple interviews. For the UGC, we can aggregate things from different customers who submit stuff (or have influencers make content). For sit-down interviews, it’s best to shoot them all in the same place and at the same angle for visual consistency on your timeline.
4. Social Media Snippets
Short, punchy videos made for Instagram, TikTok, Facebook, or LinkedIn. These are designed for maximum scroll-stopping impact and are great for grabbing attention quickly.
Motion graphics are a must for these since people often scroll without their volume in (so no one learns what embarrassing things they follow).
Remember though — different types of videos perform better on different social platforms than others. What works on TikTok won’t work on Facebook and what works on LinkedIn won’t work on Instagram. Consult with the production company first on how what’s being made will be used and where it’s headed so they can attune the creative to fit.
5. Behind-the-Scenes (BTS) Video
Give your audience a peek behind the curtain. BTS videos humanize your brand and show the effort, culture, and creativity behind your business.
These are more important than ever before — even more than in the days of VH1. If you as the business decide to shoot this yourself, have the production company at least cut it up for you so it’s as polished as possible. Preferably, bring in a dedicated BTS shooter/team so it has maximum impact.
6. Corporate Overview Video
This high-level video explains what your company does, who you serve, and why you're different. It’s perfect for pitches, trade shows, and new customer onboarding.
A big help on these is having the CEO address the audience directly. People like to listen to the upper leaders dole out wisdom and this is the perfect chance to use that wisdom and persuade people.
7. Event Recap Video
Capture the energy and excitement of live events. Whether it’s a product launch, conference, or company party, recap videos help extend the life and reach of your events.
These videos can range in length from 30 seconds to sometimes 10 minutes. The sweet spot is typically 45 - 90 seconds depending on where the video will be distributed. It’s best to have at least 2 shooters and a photographer, depending on the size of the event, so you can have the broadest range of footage in the editing room.
8. Educational or How-To Video
Offer value to your audience with tutorials, tips, and how-tos. These position your brand as a helpful expert and keep audiences coming back for more.
These are different than the Product Demos in that they’re a perfect place to showcase your company’s knowledge. Why are your windows better than all other windows? What makes the drivetrain you manufacture better and why is that important? Do you B2B SaaS more B2B SaaS than anyone else who happens to B2B SaaS? Explain it to the world.
9. Animated Explainer Video
Great for breaking down abstract or complex services. Animation adds a fun, visual twist and can be especially useful for B2B and tech companies.
Stylistically for these — make sure you make it stand out. Don’t throw up some AI-generated corporate Memphis figurines and call it a day. Come up with a specific character that fits your company vibe and have them speak to the audience throughout. The more personal with these, the more people will actually pay attention (and the less of a headache your customer service people will have later on).
10. Recruitment or Culture Video
Looking to attract top talent? A company culture video can highlight your values, team, and work environment to show potential hires what it’s like to work with you.
The sweet spot for these is between 3 and 5 minutes. You don’t want to feel like a cult but you also don’t want to feel boring — so keep it specific! If you just use vague things like “we’re so connected” people will either not engage or call the FBI. If you’ve got the sickest ping pong table at your office, strap a GoPro to that ping pong ball and show people a good time.
Conclusion
Each of these video types plays a unique role in your marketing strategy. By mixing and matching formats, you can create a well-rounded video presence that builds trust, boosts engagement, and drives results.
And do you know who knows how to craft these videos and drive results better than anyone else? Itchy Palm Pictures — the only video production company you’ll ever need.
