What Type of Video Does Your Business Need?
Video is no longer a luxury—it’s a necessity. But with so many types of video to choose from, how do you know which one your business actually needs?
The answer depends on where you are in your marketing journey and what you’re trying to achieve. Whether you’re building brand awareness, nurturing leads, or closing sales, there’s a strategic video for each stage of the customer journey.
Here’s a breakdown to help you decide which video type makes the most sense for your business—right now.
1. Brand Story Video
Purpose: Build trust, clarify your message, and humanize your brand
Best For: Homepage, About page, proposals, networking follow-up
If you’ve never invested in video before, this is the best place to start. A well-crafted brand story video introduces who you are, what you do, and—more importantly—why it matters. It’s your elevator pitch come to life, built to make an emotional connection and move potential clients closer to working with you.
Pro Tip: Your brand story video should be timeless, not trendy. Keep it clear, values-driven, and focused on transformation.
2. Testimonial Videos
Purpose: Build credibility and overcome objections
Best For: Landing pages, sales emails, follow-up messages
Word-of-mouth is powerful. Video testimonials take it to the next level. Hearing real clients talk about their experience builds trust faster than any sales pitch. And when done right, these videos can be repurposed across multiple platforms.
Pro Tip: Feature clients your prospects will relate to—and have them speak to a specific problem your business helped solve.
3. Short-Form Social Videos (Reels/Stories/Shorts)
Purpose: Increase visibility, drive engagement, and stay top-of-mind
Best For: Instagram, TikTok, Facebook, YouTube Shorts
Short-form content is how brands stay relevant in the scroll. These videos are fast-paced, personality-driven, and perfect for highlighting tips, behind-the-scenes moments, and quick wins.
Pro Tip: Blend DIY videos with professionally produced content. Let your audience connect with your authentic self and see your polished, professional side.
4. Explainer or Process Videos
Purpose: Educate and reduce friction in your customer journey
Best For: Onboarding sequences, product/service pages, customer support
If your business involves a complicated process, educating your audience with video can save time and boost conversions. These are ideal for service businesses that want to walk clients through “what happens next.”
Pro Tip: Keep it short and crystal-clear. Animation or screen recordings can help simplify complex ideas.
5. Ad Videos
Purpose: Capture attention, convert leads, and drive paid traffic
Best For: Facebook Ads, Instagram Ads, YouTube Pre-Roll
Ad videos are built to perform. They need to hook viewers fast, deliver your value proposition, and end with a strong call to action. Unlike a brand video, these are shorter, bolder, and more direct.
Pro Tip: Test multiple versions. What works organically doesn’t always work in paid campaigns—and vice versa.
6. Event Highlight or Recap Videos
Purpose: Showcase community, culture, and momentum
Best For: Newsletters, social media, sponsorship decks
Hosting a great event? Capture the energy on video and let it live on. Event highlight reels are great for positioning your brand as active, people-focused, and engaged. Plus, they’re ideal for promoting the next event.
Pro Tip: Add short interviews or voiceovers to turn your recap into a mini documentary with depth.
Final Thoughts: Don’t Just Pick One—Pick Strategically
The most successful brands don’t rely on just one type of video—they build a cohesive video strategy across the buyer’s journey.
Start by asking:
Where are people getting stuck in our sales or marketing process?
What do we want to be known for?
How do we want people to feel after watching?
From there, choose the video type that fills the gap.
And if you’re unsure what comes first—or how to blend DIY with professional content—that’s where a strategic video partner comes in.
Ready to Get Started?
At South End Productions, we help businesses like yours create purposeful, story-driven video content that works. From brand videos to monthly short-form content, we make it easy to show up online with clarity and confidence.
Not sure where to start? Let’s connect.
👉 Reach out here and tell us what kind of video support your business needs.