Video is the most consumed form of content online, with 91% of businesses now using it as a marketing tool, according to a study. As audiences scroll faster and expect more, knowing which type of video to use can make or break how your message lands.
Each format serves a different purpose and choosing the wrong one can waste effort, budget, and time.
In this guide, you’ll get a practical breakdown of the most effective types of videos and exactly when to use each for maximum impact.
Explainer videos break down your product, process, or idea into an easy-to-follow story, often within 60–90 seconds. They’re typically animated or live-action and aim to simplify something that might otherwise feel complicated.
Brands use them to improve understanding and reduce friction in the decision-making process.
One of the most iconic explainer videos is Dropbox’s original animation that helped it grow from 0 to 100,000 users almost overnight. With a simple voiceover and visual metaphors, it turned a hard-to-grasp tech concept into something anyone could understand.
How to Utilize:
Choose one core offer that most prospects don’t immediately understand.
Hire a video team or freelancer to create a script focused on solving a customer problem.
Approve a storyboard that visually communicates the flow from problem to solution.
Keep the video under 2 minutes and add your strongest CTA at the end.
Place it on your homepage, landing pages, and use it during sales presentations.
How-To / Tutorial Videos
These videos teach viewers how to complete a task, use a product, or solve a specific problem. They’re powerful tools for both SEO and customer support, often ranking well on platforms like YouTube. Clear instruction, visual guidance, and step-by-step pacing make them effective and highly watchable.
YouTube’s own Creator Academy is filled with how-to tutorials teaching creators how to optimize their content. These videos not only educate but keep users deeply engaged within the platform ecosystem.
How to Utilize:
List the top 3 customer questions or product challenges you hear repeatedly.
Create video walkthroughs using either your screen or real product footage.
Add branding, step-by-step visuals, and a clear value hook at the start.
Upload to YouTube with keyword-rich titles and add to your help desk or blog.
Share these videos with leads during onboarding or post-purchase emails.
Product Demo Videos
Product demos show how your product works in real situations, highlighting features, use cases, and benefits. They help bridge the gap between curiosity and conversion by showing, not telling.
These videos are critical for SaaS tools, ecommerce platforms, and tech products.
HubSpot’s product demo videos are widely referenced for showing the software in action, while keeping the focus on solving specific business pain points. They pair screen recording with narration to walk prospects through workflows without overwhelming them.
Brand videos share your origin, mission, or values in a way that feels personal and human. They connect emotionally with viewers and are often used to build trust, especially for newer companies. Strong visuals, narrative flow, and authenticity are critical here.
Nike’s “You Can’t Stop Us” campaign is a high-impact example that weaves brand identity with cultural moments, all while reinforcing its mission around resilience and movement. It uses real stories to elevate the brand beyond its products.
How to Utilize:
Tell your story directly on camera or have someone interview you on why you started the business.
Work with a videographer to capture candid team moments or milestone footage.
Keep it personal, even if it’s polished – let the real voice of the brand come through.
Publish it on your About page and pin it to your YouTube channel or social bios.
Use it in investor meetings, press kits, and recruiting emails.
Testimonial / Case Study Videos
Testimonial videos feature real customers talking about their experience and results, adding social proof that builds trust. They are far more persuasive than written quotes, especially when unscripted and emotionally honest. Case study videos go deeper, showing outcomes and before-after narratives.
Zendesk’s testimonial videos highlight different industries using their platform, always focusing on transformation and measurable success. They balance client storytelling with a subtle product narrative that reinforces credibility.
How to Utilize:
Reach out personally to top customers who’ve seen strong results and ask to feature their story.
Schedule a quick Zoom call or on-site shoot where they talk about their transformation.
Ask questions that lead them to talk about problems solved, time saved, or growth achieved.
Keep the edit tight – aim for 1 to 2 minutes max.
Feature it prominently in your sales funnel, LinkedIn content, and one-pagers.
Company Culture / Behind-the-Scenes Videos
Culture videos reveal the human side of your business – your team, values, and how you work day to day. They’re essential for recruiting, retention, and brand trust. Showing real faces and moments helps audiences relate to your business beyond your product.
Zappos has famously used behind-the-scenes videos to spotlight their quirky company culture, from holiday office tours to employee stories. These clips help reinforce Zappos’ identity as a service-first, people-centric brand without relying on traditional advertising.
How to Utilize:
Decide which internal moments you’d be proud for customers or recruits to see.
Film casual behind-the-scenes footage or interviews during team events or daily work.
Keep the tone light and genuine – skip the corporate script.
Add your logo and a short intro or outro if needed.
Share it on your careers page, social media, and email newsletters.
Live Streaming Videos
Live videos offer direct engagement and authenticity through Q&As, product drops, or real-time feedback. They create urgency and build stronger community interaction than pre-recorded clips.
Platforms like Facebook, Instagram, and LinkedIn reward live content with more visibility.
One standout example is Sephora’s live Instagram sessions, where makeup artists demo products and answer customer questions live. It blends education and promotion in real-time, giving audiences a reason to tune in and engage on the spot.
How to Utilize:
Choose a topic with high relevance – new feature, product release, or behind-the-scenes reveal.
Promote the stream ahead of time via email and social.
Go live using a mobile phone or webcam with solid lighting and stable internet.
Answer questions in real time and save the video for future replay.
Reuse clips across your channels or turn key moments into short promos.
Event Recap / Conference Videos
Event videos document key moments, energy, and insights from live events or conferences you host or attend. They’re valuable assets for post-event marketing, future promotion, and ongoing social proof. These videos extend the lifespan of an event well beyond its last session.
Salesforce regularly produces recap videos after Dreamforce, its massive annual conference, blending audience energy, product announcements, and keynote moments.
These edits serve as both highlight reels and proof of scale, helping drive future ticket sales and brand equity.
How to Utilize:
Hire a videographer or assign a content creator to capture footage during the event.
Focus on crowd shots, speaker highlights, and emotional moments.
Create a short 60–90 second sizzle reel with music and minimal voiceover.
Publish within 48 hours to ride the post-event momentum.
Use the video to promote future events, partnerships, or media features.
Interview / Q&A Videos
Interview videos feature industry experts, clients, or team members in structured conversations. These formats build credibility, demonstrate expertise, and spark interest across platforms. They’re often repurposed into blogs, audiograms, and short social clips.
First Round Capital’s “Founder Stories” series is a prime example, offering candid interviews with startup founders who share lessons learned. It’s not just engaging – it positions First Round as a trusted, knowledgeable presence in early-stage investing.
How to Utilize:
Identify someone your audience respects or wants to learn from – you included.
Prepare 5–7 sharp, relevant questions aligned with your brand’s messaging.
Record in a quiet setting with decent lighting and audio.
Keep it conversational and under 10 minutes for engagement.
Chop into bite-sized clips for LinkedIn, Reels, or newsletters.
Educational / Training Videos
These videos focus on transferring knowledge – ideal for onboarding, internal SOPs, or thought leadership content. When done well, they reduce support requests and position your brand as an expert. They’re also great for building long-term SEO value.
Duolingo nails this format with their “Duolingo for Schools” series, guiding educators through app features and classroom integration. The videos are simple, branded, and incredibly effective for reducing onboarding friction.
How to Utilize:
Outline the exact process, framework, or skill you want to teach.
Speak directly to camera or use slides with voiceover if more technical.
Break complex topics into chapters or sections.
Add closed captions for accessibility and engagement.
Upload to a private portal, LMS, or YouTube playlist for recurring use.
User-Generated Content (UGC) Videos
UGC videos are made by your actual customers, showing off how they use your product or service. They feel raw, real, and relatable, which makes them highly persuasive – especially on social platforms. Viewers trust other users more than polished brand promos.
GoPro built much of its brand by encouraging customers to submit videos captured with their cameras, turning everyday users into brand storytellers. Their YouTube channel is packed with real-life footage that promotes the product without needing a traditional ad.
How to Utilize:
Ask satisfied customers to share short clips or tag you in social posts.
Run a simple giveaway or feature incentive to increase submissions.
Collect the best clips and request permission to reuse them in marketing.
Add light editing for clarity, subtitles, and branding.
Use them in ads, social feeds, and on landing pages as authentic proof.
Short-Form Social Media Videos
These are fast, punchy clips built for attention spans under 60 seconds. Think TikTok, Instagram Reels, YouTube Shorts – they’re built for volume, speed, and virality. They work best when they entertain, educate, or provoke a reaction.
Ryanair has gone viral multiple times by leaning into memes, cheeky captions, and short-form humor on TikTok. Their content proves you don’t need to take yourself too seriously to stay memorable and rack up millions of views.
How to Utilize:
Choose one tip, moment, or opinion per clip – don’t try to say everything.
Record vertically using your phone with good lighting and high energy.
Add subtitles and bold hooks in the first 2 seconds.
Post regularly to train the algorithm and gather performance data.
Track top performers and turn winners into longer-form content.
Promo / Commercial Videos
Promotional videos are designed to drive action – click, book, buy, or sign up. They’re fast-paced, emotionally driven, and backed by clear CTAs. These videos are often used in ad campaigns or launch strategies.
Apple’s iPhone launch videos are a masterclass in promo content – each product reveal is sleek, visual, and laser-focused on benefits. They rely on stunning visuals, tight editing, and bold claims to convert attention into excitement.
How to Utilize:
Script a clear value prop tied to an offer or call-to-action.
Focus on urgency, emotion, or exclusivity – what makes this moment worth acting on?
Keep it under 60 seconds and lead with a bold visual or headline.
Include strong branding and a clickable CTA if running as an ad.
Use across email, paid ads, or homepage banners during campaigns.
Animated Videos
Animated videos simplify complex topics using motion graphics, voiceovers, and clean design. They’re especially useful in industries like finance, health, or tech where concepts need clarity. No actors required – just a smart script and visual storytelling.
Slack’s animated onboarding video is a standout, walking new users through the platform’s value in just under 2 minutes. It combines clean animation with a conversational voiceover that makes the tool feel approachable and intuitive.
How to Utilize:
Pick a topic that’s hard to explain live – processes, features, or stats-heavy ideas.
Work with an animator or agency to script and storyboard visuals.
Use your brand colors, typography, and tone throughout.
Add a voiceover that’s calm, clear, and conversational.
Deploy on YouTube, your help center, or sales enablement decks.
Unboxing Videos
Unboxing videos show someone opening your product for the first time, highlighting the packaging, presentation, and initial experience. They’re especially popular in ecommerce and influencer marketing. Great unboxings trigger curiosity, trust, and purchase intent.
Apple’s packaging design has inspired countless unboxing videos, with influencers and everyday buyers alike sharing their experience of opening a new iPhone or MacBook. The clean design and product reveal create anticipation that fuels shareability.
How to Utilize:
Ship your product to a trusted customer or influencer and ask them to record the unboxing.
Ensure packaging is clean, branded, and designed to impress visually.
Ask for honest impressions and real-time reactions – avoid scripts.
Edit lightly or leave raw depending on the platform.
Share on your product page, in social ads, and as part of your launch strategy.
Final Take: Create Videos That Actually Work for Your Brand
Choosing the right type of video isn’t about ticking boxes – it’s about understanding how each format plays a specific role in your customer journey.
With options ranging from quick social clips to polished explainers and customer testimonials, you have the tools to educate, sell, and connect without wasting time or budget. When done intentionally, the right video doesn’t just get watched – it drives real results.
The key is to align video types with your goals, audience, and platform, not just trends. Every brand has a story worth telling, but how you tell it determines who listens. Start with one format, test, refine, then stack others as your content strategy evolves.
How often should I create new video content for my business?
The ideal frequency depends on your goals and resources, but consistency matters more than volume. Many brands find success with one high-quality video per month supported by smaller weekly clips for social media. Regular publishing helps build trust and audience retention over time.
What is the best way to repurpose existing videos?
You can turn longer videos into short clips, quote cards, blog posts, or email content. Pull key moments, stats, or highlights and match them with the right platform or audience segment. This saves time and maximizes the value of every video asset you create.
Should I invest in professional video production or go DIY?
Professional production can elevate your brand for key content like promos or explainers, but DIY is great for authenticity-driven formats like behind-the-scenes or tutorials. Many businesses use both approaches depending on the purpose. What matters most is clarity, relevance, and execution.
