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8 Types of Videos your Business Needs in Today's Digital Era
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8 Types of Videos your Business Needs in Today's Digital Era

Video content marketing is one of, if not the most effective methods of showcasing your brand, reaching a broader audience and boosting your business. In order to use videos to their full advantage, businesses have to learn how to create different types of videos which are designed to captivate their customers and amplify their brand image. In this article, we will go through 8 different types of videos that businesses can use to reach their goals in 2022, and how you can use them to their fullest potential.

Brand Videos

Overall brand videos are one of the most common types of videos that businesses use. They capture a business’ values, what they have to offer, the story they want to tell and any other details in one video. Most businesses using video marketing agree that videos have a high ROI, they help to target consumer emotions which influence consumer buying decisions. Brand videos allow your business to be more visible online by reaching more people. If a brand video is well-crafted, it allows the business to build trust with its customers. As the video reaches more people, it also increases customer engagement and awareness of your brand. The messages that a brand video conveys can be individually made into their own types of video.

Product Videos

First of all, product videos are great for getting people to learn about your product. They provide customers with a good understanding of a new product or service, enabling you to stand out from most amateur competitors. This can be done by explaining the key benefits and features of your product. Product videos let businesses properly showcase the product from different angles, using close-up shots, effects etc. This familiarises customers with your product and simulates the in-store experience. It provides proof to the customer that your product does what it’s designed to do and solves the customers’ needs.

Testimonial Videos

Testimonial videos are like video reviews. They let customers experience other peoples’ opinion on your product. They allow customers to trust your product and feel more comfortable in buying it. Testimonial videos allow you to choose your favourite clients and display your value through them. When viewers see current satisfied clients, they realise that your business must be reliable enough to have many loyal customers. This type of video also strengthens your relationship with your loyal clients as they feel that you are acknowledging them and they are also being part of your journey of success. By mixing emotion with logic, testimonial videos are a big factor in the decision on whether or not to purchase a product.

Recruitment Videos

Videos can be shared anywhere at any time, which means that recruitment videos are an efficient way to reach more candidates for a position in your team. Videos are also more attractive to possible candidates than a blog, text article or other form of advertisement. You can use recruitment videos to showcase your company culture, or do that in a separate video which we will talk about later. You can choose from different kinds of recruitment videos such as: Previewing a day in the life of a current employee, office videos showcasing the work area and the work itself, or it could be an informational video where members of management explain their values, goals and plans to progress.

Event Videos

Events are unique ways to connect with your audience and learn more about them. Filming and publishing previews of your events lets you discover new things about your audience and market. You can split your event into separate videos, for example a short promotional video as well as a product information video, this means content for your customers and more engagement. Event videos show your customers what you have managed to do in the past, and assures them that they can expect great quality products and services from you. They can also be analysed by your team to find your strengths and weaknesses and to make any improvements for your next event. Event videos also tend to have a warm and welcoming vibe, which increases trust and presence online.

Investor Pitch Videos

Instead of using a long presentation slide, or PDF file, use pitch videos to grab the attention of potential investors. Platforms such as Kickstarter offer businesses an opportunity to pitch their ideas to people online who can decide to invest in the idea. As humans are highly visual creatures, a video made with the right mix of video ingredients, including authenticity and aesthetics, is way more compelling and persuasive than something you plainly just read. Make sure that your pitch videos are straight to the point and don’t contain excessive needless information. Use body language and tone to your advantage. Tell your story and conclude with a call to action.

Company Culture Videos

Company culture videos are videos that outline your brand’s personality, values and methods of operation to different people (Customers, potential employees, investors). They excel at increasing team enthusiasm, acquiring suitable employees and building customer loyalty to your brand. Company culture videos vary depending on who you are making the video for: Culture Videos for recruitment may preview a showcase of a day at work at your company, whereas “About Us” culture videos can tell your brand story, message and goal in a vibrant manner. Creating a Company Culture video includes all the key video making ingredients we mentioned before, as well as some humour and merriment.

YouTube Shorts, Instagram Reels and TikTok

YouTube Shorts, Instagram Reels and TikTok videos all fall under one category of videos: short ones. Viewers watch these for bite-sized content, which is under 1-minute-long and fast-paced. These platforms are a great way to reach Gen Z and Millennials. In today's world where humans are estimated to have a shorter attention span than goldfish (, these digestible videos are very effective for people trying to take in information. The Platforms themselves are easy to use and their algorithms are in favour of these short videos, which means you are likely to reach a great number of people with ease.


To sum up, with so many different forms of video, the possibilities are endless. Whether you’re looking for new recruits for your team, to reach more consumers or to display your achievements, there’s a type of video out there that suits your needs. We hope that this article has helped you to learn about all your options when it comes to video content for your business, and take that one step closer to achieving your goal.

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