5 Types of Videos Every Business Should Have (And Why They Work)
Not all videos are created equal. Different types of video content serve different purposes — and the businesses that grow fastest are the ones that understand this. Here's a look at five video formats every business should consider adding to their content strategy.
1. The brand story video
This is your "who we are and why we do what we do" video. It's not a commercial. It's not a product demo. It's a genuine, human look at your business — your mission, your values, the people behind the work. Brand story videos build trust before a potential client ever picks up the phone.
These videos tend to live on your homepage, your "About" page, and in your email signature. They do a lot of quiet, consistent work over time — introducing your brand to new visitors and reminding existing clients why they chose you.
2. The testimonial or case study video
Word of mouth is the most powerful marketing tool there is. Video testimonials take that power and amplify it. When a happy client speaks directly to the camera about how your product or service changed their business (or their life), it's infinitely more persuasive than a five-star review.
Case study videos go a step further, walking viewers through the problem, your solution, and the results. These are especially effective in B2B contexts where buyers need to justify decisions to stakeholders.
3. The product or service demo video
Show, don't just tell. Demo videos let potential customers see exactly what they're getting before they commit. Whether you're showcasing a physical product or walking through a software platform, a well-produced demo removes uncertainty and makes the buying decision easier.
These videos are conversion machines when placed on product pages, in sales decks, and in follow-up emails to warm leads. They answer the "but how does it actually work?" question before it's even asked.
4. The educational or how-to video
Positioning your brand as a trusted resource is one of the smartest long-term marketing moves you can make. Educational videos — tutorials, explainers, tips and tricks — do exactly that. They give your audience genuine value and, in return, build the kind of credibility that keeps people coming back.
This type of content performs exceptionally well on YouTube and LinkedIn, and it has a long shelf life. A well-produced how-to video can drive traffic and leads for years after it's published.
5. The social media short-form video
Short-form video is the fastest-growing content format on the internet right now — and for good reason. Reels, TikToks, and YouTube Shorts give you a direct line to massive audiences with relatively low production time. They're punchy, engaging, and highly shareable.
The key is making them feel native to the platform — authentic, fast-paced, and genuinely useful or entertaining. When done well, short-form video can dramatically expand your reach and bring new audiences into your world.
Ready to get started?
You don't have to do all five at once. Start with the format that best matches your current business goal, and build from there. Whether you're looking to build brand awareness, drive conversions, or grow your audience, there's a video strategy that works for you.
We'd love to help you figure out exactly where to start — and then make it happen.
True Arc Creative is a video production company based in Orange County, serving corporate brands, events, and interviews across Southern California and nationwide.
