Types of Video Every Business Needs
Brand Video
Mostly used to “Humanise” the company and to decrease sales resistance as people would be familiar with who you are and what you could do to solve their problems. Case studies or Testimonials could be very helpful in this type of video as well.
Testimonial Video
Utilising interviews with some of your past and current clients increases trust tenfold, as people are way more likely to believe and trust how good you were if they are told by a third party outside of your business. It also allows your viewers and prospects to identify with “real” people and their problems.
These videos clearly show the client’s before state, including the challenges they were facing and how those challenges made them feel, before guiding the viewer through the moment of change and into the after state, where real outcomes and improvements are demonstrated.
This contrast creates emotional and logical clarity, helping viewers recognise their own problems in someone else’s story and see a clear path to resolution. Testimonials remove doubt by showing transformation rather than making claims, making the content far more persuasive and impactful.
Case study Video
These videos focus on a specific piece of work or scenario, presenting a clear example of how a particular challenge was identified, approached, and resolved. Rather than relying solely on direct client testimonials, case study videos are led by the business itself, walking the viewer through the context of the project, the problem faced, the thinking behind the approach, and the process used to deliver a solution. This allows you to demonstrate expertise, decision-making, and methodology in a practical, real-world setting. Case study videos help build credibility by showing how challenges are handled in practice, enabling prospects to understand how similar problems could be approached and solved for their own business.
Company Culture Video
The benefit of this type of video is that it communicates the values that sit at the heart of your business and the people behind it. By showing how your team thinks, works, and interacts, it moves the brand away from feeling like a “faceless corporate entity” and instead highlights what it genuinely feels like to work with you. This is important not only for building trust with clients, who want to know their values align with the businesses they partner/work with, but also for potential team members who are considering joining you. It helps attract people who resonate with your culture and beliefs, while naturally pre-qualifying both clients and recruits by making your vision and values clear from the outset.
Animated Customer Experience
These videos use animation to clearly map out and explain the customer journey, showing how someone moves from their initial problem or need through each stage of working with your business. By visualising the experience step by step, they make complex processes, touchpoints, and decision moments easy to understand without overwhelming the viewer. Animated customer experience videos are particularly effective at setting expectations, communicating how your service works in practice, and reassuring prospects about what the process will feel like. They also ensure consistency in messaging and are ideal for explaining journeys that would be difficult or impractical to capture through live action alone.
Sector-specific video
These videos are built around a particular industry or sector, addressing the challenges, language, regulations, and priorities that are unique to that audience. Rather than talking broadly about what you do, they frame your service within the context of a specific sector, showing a clear understanding of how that industry operates and where common problems arise. This allows you to educate prospects on issues that are directly relevant to their sector, demonstrate credibility and experience in that space, and position your services as tailored rather than generic. Sector-specific videos are particularly effective for targeting and qualifying leads, as they ensure the viewer immediately recognises that the content is made specifically for businesses like theirs.
Service-specific video
These videos focus on one defined service and break it down in detail, explaining exactly what the service is, who the service is for, how it is delivered, and what outcome it provides. They are designed to remove uncertainty by clearly outlining the process, scope, and value of that service, helping prospects understand what they are buying and why it matters. Service-specific videos allow you to address common questions, objections, and misconceptions in a structured way, making them highly effective for education and conversion. By isolating individual services, they also enable more precise targeting, ensuring prospects only engage with content that is directly relevant to the problem they are trying to solve.
Existing Client Onboarding Video/Video Series
Once a client has signed, this video will act as a guided introduction to how your business works and what they can expect at each stage of the relationship. They are designed to clearly explain your processes, timelines, communication methods, and responsibilities, ensuring clients understand both what you will be doing and what is required from them. By setting expectations early, onboarding videos help reduce confusion and minimise back-and-forth. They also create consistency in how information is delivered, ensuring every client receives the same clear guidance, while reinforcing professionalism, confidence, and trust from the very beginning of the working relationship.
Recruitment Video
These videos are focused on attracting suitable candidates by clearly outlining specific roles, responsibilities, and expectations within the organisation. Rather than exploring culture in depth, recruitment videos concentrate on what the job involves on a day-to-day basis, who the role is suited for, and what success looks like in that position. They provide practical clarity around working patterns, team structure, development opportunities, and the type of person who will thrive in the role. By setting clear and realistic expectations upfront, recruitment videos help attract more relevant applicants, reduce unsuitable applications, and support a more efficient and informed hiring process.
CSR Video
CSR or Corporate Social Responsibility videos highlight an organisation’s commitment to social responsibility, community impact, and ethical practices beyond its core commercial activities. They focus on the causes, initiatives, and values that matter to the organisation, showing how it contributes positively to society, the environment, or local communities. CSR videos help build trust and authenticity by demonstrating action rather than statements, reinforcing purpose-led messaging and values. They also strengthen emotional connection with audiences, showing that the organisation stands for more than profit and is actively invested in making a meaningful difference.
Project Specific Video
These videos focus on a single project or piece of work, either to tell the full story from start to finish or to showcase a specific outcome created for a particular audience. They demonstrate how an idea was brought to life in practice, highlighting your approach, decision-making, and problem-solving in a real-world context rather than in theory. Project-specific videos can be used to walk through objectives, challenges, processes, and results, or to spotlight a finished piece of work tailored to a defined audience or purpose. This makes them a strong tool for demonstrating experience, capability, and relevance, helping potential clients understand how you work and see clear parallels with their own projects or audiences.
Animated Explainer Video
These videos use animation to clearly and engagingly explain ideas, services, or processes that may be complex, technical, or difficult to visualise through live action alone. They allow information to be broken down into simple, digestible concepts using visuals, icons, text, and motion, making messages easier to understand and remember. Animated explainer videos are particularly effective for education and clarity, ensuring consistency in messaging while maintaining a polished, professional tone. They also offer flexibility in style and longevity, as the content can be easily updated without the need for reshoots.
Podcast Episode
These episodes create space for longer, more in-depth conversations, allowing ideas, experiences, and expertise to be explored in a natural and authentic way. They are ideal for thought leadership, storytelling, and building authority over time, as they prioritise insight and discussion rather than polished sales messaging. Podcast episodes help audiences connect with the people behind the organisation, developing trust through tone, honesty, and consistency. They can also be repurposed into shorter clips and supporting content, extending their value across multiple platforms while maintaining a strong, long-form foundation.
Podcast Reel
These short-form videos are cut from a longer podcast episode and are designed to highlight the most engaging, insightful, or relatable moments. They focus on a single idea, quote, or reaction, making them easy to consume and highly effective for social media. Podcast reels help draw attention to the full episode while delivering standalone value, increasing reach and discoverability. They also allow key messages and personality to shine through in a concise format, encouraging engagement and driving audiences back to the longer-form content.
Reels cut from Longer Business Video
Reels created from longer business videos allow key messages, insights, and moments to reach a much wider audience in a format that suits how people consume content today. They distil longer-form content into focused, easily digestible clips that capture attention quickly while still delivering value. These reels act as entry points, drawing viewers into the bigger story and encouraging them to engage with the full-length video where appropriate. They also maximise the return on a single production by extending its lifespan across multiple platforms, increasing visibility, consistency, and message recall, while ensuring important ideas don’t get lost within longer-form content.
Event Interview Video
These videos capture short, focused interviews during an event, gathering insights, reactions, and perspectives while the experience is fresh and authentic. They allow you to showcase the value of the event through the voices of speakers, organisers, and attendees, highlighting key themes, takeaways, and atmosphere. Event interview videos help bring the event to life for those who couldn’t attend, while also serving as strong proof of engagement and impact. They are particularly effective for post-event promotion, future event marketing, and demonstrating credibility through real, in-the-moment responses.
Event Highlights Video
Event highlights videos are short, fast-paced overview films designed to capture the energy and atmosphere of an event as a whole. They focus on key moments, interactions, reactions, and visual details rather than extended interviews, and are typically edited to upbeat music with a strong sense of rhythm and momentum. These videos give viewers a quick but immersive sense of what the event felt like, showcasing scale, engagement, and experience in a highly visual way. Event highlights position your organisation as active, connected, and credible within its industry, using atmosphere to strengthen brand perception, while also creating excitement and FOMO for future events and promotions.
Docu-style Video
These videos take a documentary-led approach to storytelling, focusing on real people, real moments, and genuine experiences rather than scripted messaging. They allow stories to unfold naturally, capturing emotion, context, and depth to create a more immersive and authentic narrative. Docu-style videos are ideal for exploring journeys, values, and impact over time, helping audiences form a deeper emotional connection with the subject. By prioritising honesty and storytelling, they build trust and credibility while delivering a more meaningful and memorable viewing experience.