5 Types Of Videos Every Business Needs

Almost every business can benefit from video marketing. The five core video types to prioritize are: About Us, Product Demo, How-To, Customer Testimonial, and Call to Action. Together, they build brand credibility, drive traffic, and convert visitors into customers.

Why Video Marketing Matters for Businesses

Almost every business can benefit from video marketing. Videos are engaging, and in an age where people have short attention spans, they are a great way to keep people interested in what you're saying. Incorporating videos into your marketing strategy can also help you achieve other business objectives, such as increasing brand awareness, generating leads, and boosting sales.

According to a HubSpot video marketing study, video content is now one of the most consumed formats across every major platform. The challenge isn't whether to invest in video, but knowing which video types to prioritize for your specific goals.

The simple truth is that producing effective video content for a business is not easy, and takes a lot of planning. The most important part is understanding your audience: who you are speaking to and what they want to see. From there, you need to develop a story, script and style that will capture their attention. A professional video production company can help with all of this, but it's important to have a clear idea of what you want beforehand, so you can be sure you are getting the most out of your investment.

1. The About Us Video

Your About Us page is one of the most important pages on your website. It's the first thing people see when they land on your site, and it tells them all about who you are, what you do, and what you stand for.

A well-made About Us video can help explain all of that in a visually appealing way that will keep people engaged. It can also help you connect with your audience on a deeper level and make them feel like they know you and your company better.

Also known as a Landing Page Video, a well-made video that welcomes your website visitors plays an important role in your company branding. Sometimes, just having a professionally made marketing video on your home page will reassure your customers that you are an established business that can deliver on what you promise. Of course, a poorly made video will also impact your branding, but not in the way you were hoping.

2. The Product Demo Video

Product demo videos are an excellent way to show off the features and benefits of your product. They can be used to introduce a new product, show how a product works, or answer customer questions.

A product demo video is a great way to engage customers and show them what your product can do. They can be used as part of a sales or marketing campaign, or on your website or social media pages.

There are a few key things to keep in mind when creating a product demo video. First, start with a strong hook to capture your viewer's attention. Then, take them on an engaging journey through the product. Finally, make sure to explain the benefits of using the product. One of the best times to release a product video is prior to or at the same time as a new product launch, which helps drum up excitement while also answering potential questions customers likely have.

3. The How-To or Tutorial Video

One of the most popular types of online video content is the how-to or tutorial video. People love how-to videos because they are helpful and instructional, they teach people new things and help them solve problems.

If you want to create a how-to video, make sure that it is clear, concise, and easy to follow. Many businesses are even creating how-to videos that explain how to use their websites, whether it's signing up for an online store, placing a request, or getting tutorial help. Larger companies are also creating video tutorials for their internal processes, especially for onboarding new employees, which is where corporate training videos come into play.

Just remember, every time someone watches one of your how-to videos, it's an opportunity to sell them on your company. That means it needs to be high quality, and the content needs to be useful and accurate.

4. The Customer Testimonial Video

When was the last time you received a great customer service experience? According to research by American Express, 89% of customers would refer a friend or family member to a company after having a great customer service experience.

Video is one of the best ways to show your customers how much you appreciate them. Not only does it show that you're listening and care about their satisfaction, but it also humanizes your brand. Customer testimonial videos are incredibly shareable content as well.

Best of all, your potential customers don't even need to watch the testimonials for them to have a positive impact. Just having them on your site is often enough, preferably in a prominent location. Knowing that previous customers have positive things to say about your company will influence future website visitors and drive more sales. You can see real-world examples of this in our case studies.

5. The Call to Action or Fundraising Video

A call to action (CTA) is a type of online advertisement that encourages viewers to take a specific action, such as visiting a website or buying a product. CTAs are typically placed at the end of a video, and can be in the form of a text overlay, graphic, or verbal request.

Many nonprofit organizations use fundraising videos to ask for donations from their viewers. These videos often include an emotional appeal from the charity's founder or spokesperson, as well as images of people who have been helped by the charity. At Portland Production Services, our non-profit video work is specifically designed to produce the kind of emotional storytelling that drives action.

A good call to action will motivate viewers to take the desired action. It should be clear, concise, and easy to follow. The best way to create a call to action is to make sure it's integrated into the video itself, whether through text overlays or a voiceover that asks viewers to take action. Any of the above videos can include a CTA, usually at the end, helping to ensure that your video content yields the results you desire.

For small businesses in particular, a well-placed CTA in a short product or testimonial video can be the difference between a viewer browsing and a viewer buying.

Ready to Build a Video Strategy That Drives Results?

Video is no longer a nice-to-have for businesses; it's a core part of any credible marketing strategy. The five video types covered here, About Us, Product Demo, How-To, Testimonial, and CTA, each serve a distinct purpose in your funnel. Together they build trust, answer questions, and guide potential customers toward a purchase decision.

The key is not just to create videos, but to create the right ones with a clear strategy behind each one. That means professional production, compelling scripting, and a solid distribution plan. When those elements come together, video becomes one of the highest-ROI investments a business can make.

Portland Production Services specializes in helping businesses of all sizes identify which video types will have the most impact and then producing them to the highest professional standard. Reach out today to discuss which video formats are the right fit for your business goals.

Not sure which video type is right for your business? Book a free strategy call