When I started my business three years ago, I thought good products and services were enough. I was wrong. Customers couldn’t find me. When they did find me, they didn’t understand what made my business special. I struggled to explain our value in a few sentences.
Everything changed when I discovered video marketing. I partnered with a Commercial Video Production Company Denver CO that opened my eyes to video’s power. They showed me how different video types serve different purposes. They helped me create content that actually connected with customers.
The results shocked me. Within six months, our website traffic doubled. Our conversion rate jumped by 40%. Customers started reaching out already knowing what we offered. They came ready to buy instead of just browsing.
I’m writing this because I wish someone had explained this to me earlier. Video isn’t optional anymore. It’s essential for business success. According to Wyzowl’s 2023 Video Marketing Statistics report, 91% of businesses now use video as a marketing tool. That’s up from just 61% in 2016. The reason is simple: video works.
Here are the types of videos every business needs and how each one helps you grow.
Table of Contents
1. Brand Story Videos
Your brand story video introduces your business to the world. It explains who you are, what you do, and why you exist.
What It Includes
A good brand story video covers your company’s mission and values. It shows your team and workspace. It explains the problem you solve for customers. Most importantly, it connects emotionally with viewers.
Our brand story video runs about two minutes. It shows our office, introduces key team members, and explains why we started this business. We share the problem we saw in our industry and how we decided to fix it.
How It Helped My Business
This video sits on our homepage. It’s often the first thing potential customers see. Before we had it, visitors spent an average of 45 seconds on our site. Now they stay for over two minutes. That extra time means they’re actually learning about us.
The video also helps during sales calls. Instead of explaining our entire background, we send the video first. Prospects watch it before meetings. This saves time and ensures everyone starts with the same information.
According to a study by Forrester Research, one minute of video equals 1.8 million words in terms of impact. Your brand story video communicates more in two minutes than pages of text ever could.
Tips for Your Brand Story Video
Keep it authentic. Don’t try to sound like a big corporation if you’re a small business. Show real team members, not actors. Share genuine stories about why you do what you do.
Focus on your customers’ problems, not just your features. People care about how you help them, not your technical specifications.
2. Product or Service Explanation Videos
These videos show exactly what you offer and how it works.
What It Includes
Explanation videos demonstrate your product or service in action. They highlight key features and benefits. They answer common questions customers have before buying.
We created explanation videos for each of our main services. Each video runs 60 to 90 seconds. They show real examples of our work and explain our process step-by-step.
How It Helped My Business
These videos reduced our customer support time dramatically. People used to email asking basic questions about our services. Now they watch the videos and understand before contacting us.
Our sales cycle shortened too. Customers who watch explanation videos convert 80% faster than those who don’t. They arrive at purchase decisions more quickly because they fully understand what they’re buying.
We embedded these videos on product pages. Since adding them, our product page conversion rates increased by 35%. Video on landing pages can increase conversions by 80% or more, according to Unbounce research.
Tips for Your Explanation Videos
Keep them short and focused. Cover one product or service per video. Don’t try cramming everything into one long video.
Show, don’t just tell. Demonstrate your product working. If you provide services, show before-and-after examples or walk through your process.
Use simple language. Avoid jargon that confuses people unfamiliar with your industry.
3. Customer Testimonial Videos
Nothing builds trust like hearing from happy customers.
What It Includes
Testimonial videos feature real customers sharing their experiences. They explain the problem they had, why they chose your business, and the results they got.
We’ve recorded testimonials with ten different customers. Each video is one to three minutes long. Customers speak in their own words without scripts. This authenticity is powerful.
How It Helped My Business
Testimonial videos transformed our credibility. New prospects trust other customers more than they trust our marketing claims. When someone considering our services watches three customers praising us, it removes doubt.
These videos work especially well on decision pages. We added testimonials to our pricing page. Purchases from that page increased by 50% in the first month.
Testimonial videos also help overcome specific objections. If prospects worry about cost, we show them a testimonial about value. If they question quality, we share a testimonial about excellent results.
Studies show that 79% of people say user-generated content highly impacts their purchasing decisions. Video testimonials are powerful user-generated content.
Tips for Your Testimonial Videos
Choose diverse customers. Show different types of businesses or people you serve. This helps various prospects see themselves in your customers.
Ask specific questions. Don’t just ask “How was our service?” Ask about specific problems solved, measurable results achieved, and what made you different from competitors.
Keep production simple. Testimonials don’t need fancy production. Authentic videos shot on smartphones often work better than overly polished studio productions.
4. Educational or How-To Videos
Educational content positions you as an expert while helping potential customers.
What It Includes
How-to videos teach viewers something useful related to your industry. They provide value without requiring a purchase. They demonstrate your expertise and build trust.
We create one educational video monthly. Topics include common industry problems, best practices, and helpful tips. Each video runs three to five minutes.
How It Helped My Business
Educational videos drive consistent traffic to our website. People searching for solutions find our videos. They learn from us, then explore our paid services.
These videos also nurture leads over time. Someone might watch our educational content for months before becoming a customer. When they’re ready to buy, they remember us as the helpful experts.
Our email list grew significantly through educational videos. We offer additional resources to viewers who subscribe. This builds our audience for future marketing.
YouTube has become a major traffic source for us. Our educational videos rank well in search results. This brings steady streams of qualified visitors who are interested in what we do.
Tips for Your Educational Videos
Focus on genuine helpfulness. Don’t hold back information trying to force sales. Give real value in every video.
Address common customer questions and pain points. Think about what people ask before buying from you. Create videos answering those questions.
Optimize for search. Use keywords in titles and descriptions. This helps people find your videos when searching for solutions.
5. Behind-the-Scenes Videos
These videos humanize your business by showing your team and process.
What It Includes
Behind-the-scenes videos show how you work. They might feature team meetings, product creation, quality checks, or daily operations. They give customers insider views of your business.
We share behind-the-scenes content monthly on social media. Short clips show team celebrations, project work, and office life. These casual videos build connection with our audience.
How It Helped My Business
These videos make our business feel real and approachable. Customers tell us they feel like they know us before even meeting us. This familiarity makes initial conversations easier and more productive.
Behind-the-scenes content also attracts talent. When we post job openings, applicants mention our videos. They say the videos helped them understand our culture and made them want to work here.
Social media engagement increased significantly with behind-the-scenes content. These videos get more likes, comments, and shares than promotional posts. People enjoy seeing the human side of businesses.
Tips for Your Behind-the-Scenes Videos
Be authentic. Don’t stage everything perfectly. Real moments connect better than scripted scenes.
Introduce team members. Let customers meet the people who’ll serve them. This builds trust and connection.
Show your values in action. If you claim to care about quality, show your quality control process. If teamwork matters, show teams collaborating.
6. Social Media Ads
Short, targeted video ads reach potential customers where they spend time.
What It Includes
Social media video ads run 15 to 30 seconds. They grab attention quickly, deliver a clear message, and include a call to action. They’re designed for specific platforms like Facebook, Instagram, or LinkedIn.
We create different ads for different audience segments. Some target people who’ve visited our website. Others reach cold audiences who’ve never heard of us. Each ad speaks to specific customer needs.
How It Helped My Business
Video ads dramatically reduced our customer acquisition costs. Before using video ads, we paid $150 per lead on average. Video ads brought that down to $85 per lead. The improved performance comes from higher engagement rates.
Video ads also work faster than image ads. We get more clicks and conversions with video. Facebook reports that video ads have 20-30% higher engagement than static images.
These ads fill our sales pipeline consistently. We run campaigns year-round, bringing steady streams of qualified leads. This consistency helps us plan and grow predictably.
Tips for Your Social Media Video Ads
Hook viewers in the first three seconds. People scroll quickly. You must grab attention immediately or they’ll skip your ad.
Keep it short. Attention spans are limited. Deliver your core message in 15 seconds or less.
Include captions. Many people watch with sound off. Your ad must make sense without audio.
7. Training and Onboarding Videos
Internal videos improve employee training and customer onboarding.
What It Includes
Training videos teach employees how to do their jobs. Onboarding videos help new customers use your products successfully. These videos provide consistent, repeatable instruction.
We created training videos for every role in our company. New hires watch these videos during their first week. We also have customer onboarding videos that show how to use our services effectively.
How It Helped My Business
Training videos reduced our onboarding time by 60%. New employees become productive faster. They can rewatch videos whenever they need refreshers.
Customer training videos reduced support requests dramatically. Instead of emailing basic questions, customers watch the relevant video. This freed our team to focus on complex issues requiring personal attention.
These videos also ensure consistency. Everyone receives the same information presented the same way. This reduces confusion and mistakes.
Tips for Your Training Videos
Break content into short modules. Don’t create 45-minute training videos. Make 5-minute videos covering specific topics.
Make them searchable. Organize videos by topic so people can find what they need quickly.
Update them regularly. When processes change, update your videos. Outdated training videos cause more problems than they solve.
Getting Started with Business Videos
You don’t need Hollywood budgets to create effective business videos. Start with the most important type for your current needs. If you struggle to explain what you do, create an explanation video. If trust is your biggest challenge, start with testimonials.
Work with professionals when possible. Good video production companies understand how to tell compelling stories. They know what works on different platforms. The investment pays for itself through better results.
My experience with video marketing completely changed my business trajectory. Sales increased. Marketing became more effective. Customer relationships improved. All because we started using video strategically.
Don’t wait to start. Your competitors are probably already using video. Every day you delay is a day they’re connecting with customers that could be yours.
Video isn’t the future of business marketing. It’s the present. The question isn’t whether you should use video. It’s which videos you’ll create first.
