Videos are by far one of the most effective content formats you can use for marketing. This isn’t only because they are eye-catching and attention-grabbing but also because making them has never been easier. But, in order to be effective with your videos, you should be aware of the different types. In this article, we will cover six distinct types of videos every business can use to improve its brand presence.

Types of videos every business can use

Before we begin, it is important to note that there is no official categorization of videos. What we have are simply descriptions of various types of videos. You can look to combine these types into new kinds. Or separate specific elements to create an entirely different video. So, take these descriptions as a mere inspiration for your content. And try to see which one most naturally connects with your brand. That way, you can tell a powerful brand story with relative ease.

Live videos

There are multiple reasons why live videos are pretty common. Especially when it comes to social media marketing. Namely, what they achieve are two things. First, they manage to introduce FOMO (Fear Of Missing Out) among the audience. The idea is that you need to join in at a specific time to enjoy a live video. While there will likely be a recording later, it won’t have the same feel as viewing it live. This fear of missing out motivates viewers to pay attention to the content they otherwise might miss.

Secondly, live videos give viewers a chance to engage with the creator. The host responds to the viewers’ questions and comments in almost all live videos. By doing so, the host will ensure that viewers feel appreciated. This will usually lead to increased conversion and engagement rates.

Short videos

Short videos stand at the very top when it comes to the types of videos every business can use. A quick look at any social media platform will help you understand the short videos’ prevalence. Heck, the main reason why TikTok is so successful is that it provides an unobstructed, uninterested way to view short videos. Unfortunately, it is not easy to determine what makes short videos so effective. It is likely something to do with a bite-sized format that gives the viewers a feeling of non-commitment. After all, to read a blog or watch a regular video, you must commit some time. But short videos have no request for commitment. Paradoxically, this is precisely why we are far more likely to spend two hours watching short videos than viewing a feature-length movie.

Onboarding videos

Need a fun way to introduce your viewers to your company? Then why not do so with onboarding videos? What these videos do is elaborate on specific aspects of business in order to bring them closer to interested viewers. When done correctly, onboarding videos can explain complex subjects in greater detail than written content. And you can entirely naturally recommend various services, products, and information through these videos as long as you know how to guide the viewer’s attention.

For instance, if you are running a moving company, you can use an onboarding video to recommend a specific moving service. You present a moving project, like commercial moving, and help explain how the person might go through it. Once the professionals need to step in, you can simply provide contact info. That way, your viewer can have an easy way to reach out to a CA-based moving team and ensure their relocation is as easy as possible.

Testimonial videos

Speaking of moving-related videos, you’ve probably run into those where people talk about their relocation and how satisfied they are with it. These are called testimonial videos. And they are by no means reserved for moving companies alone. All companies stand to benefit from having satisfied clients. And you will benefit even more if you can convince those clients to voice their impressions. You need to give them enough room to say things in their own words. If you provide too much instruction, the video will likely feel disingenuous. Instead, let them have their moment. And if you feel that the video doesn’t represent your company well, you can cut out good moments in multiple videos and make a collage.

Behind-the-scene videos

We all seem to have an intrinsic interest in behind-the-scenes videos, from knowing how things are made to learning how professionals provide their service. And the more we are familiar with the brand, the more we want to know what makes them successful. Successful marketing managers recognize the value of this intrinsic interest and use it through behind-the-scene videos.

A behind-the-scenes video shouldn’t be you turning on your phone and filming workers (although even this can be effective). Instead, it needs to be a well-made, adequately explained video. First of all, you will need to use storyboarding and write scripts to simplify business details appropriately. That way, you can show your viewers how you do things and help them appreciate your brand even more.

Company culture videos

People tend to think that marketing content should be primarily about business information. You promote services or products and convince your viewers to buy them. And while you can use videos in this regard, you shouldn’t take away the feelings and values associated with your brand. Companies, especially big ones, recognize this. This is why they choose to create company culture videos. Through these videos, they outline what their company is about and what values they uphold.

These are the types of videos every business can use. It’s just that big companies tend to be most concerned with how a broad audience perceives their brand. Unfortunately, this usually leads to them being generic and simply following and outlining the ongoing social trends. We hope that you’ll use these videos to express genuine values. Do not make the common video marketing mistake of “playing it safe” and simply repeating standard corporate jargon. That is the only way to help your viewers understand what your company is all about.