A-Squared
The Different Types of Brand Videos: Which One is Right for Your Business?
Thursday, January 16, 2025 12:18 PM
Brand videos have become an essential tool for businesses to communicate with their audience. These videos have the power to engage, inform, and persuade in ways that text and images alone simply can't match. From showcasing products to building brand identity, video marketing is an effective strategy for both large corporations and small businesses alike.
But not all brand videos are created equal. Each type serves a specific purpose, and understanding the different types of brand videos can help you choose the one that best aligns with your marketing goals.
Here’s a breakdown of the most popular types of brand videos and how to use them effectively:
1. Explainer Videos
Explainer videos are one of the most common types of brand videos. These short, concise videos aim to explain your product or service in a simple and engaging way. They’re typically animated, but they can also feature live-action elements, and they’re often used to showcase how a product works or why it’s valuable.
When to use it:
When launching a new product or service.
When you want to explain a complex process or concept in an easy-to-understand way.
To introduce your brand to new customers.
Example: A SaaS (Software as a Solution) company creating an animated explainer video that outlines how its platform helps businesses streamline their processes.
2. Product Videos
Product videos are focused on showcasing a specific product or service. They highlight its features, benefits, and how it solves customer problems. Product videos are ideal for e-commerce businesses or any company with a physical product.
When to use it:
When you’re launching a new product.
To give potential customers a closer look at the details and functionality of your offering.
To demonstrate the quality and benefits of your product.
Example: A tech company creating a video that walks through the features of its new smartphone, showing off its sleek design and advanced capabilities.
3. Brand Story Videos
Brand story videos are designed to tell the story of your company, its mission, and its values. These videos are often emotional, inspiring, and focus on building a deeper connection with the audience. They help create a strong brand identity and can humanize your business.
When to use it:
To highlight your brand’s mission, vision, and values.
When you want to create an emotional connection with your audience.
To build trust and loyalty by showing the people and principles behind your brand.
Example: A sustainable clothing brand creating a video that shows its commitment to ethical sourcing and environmental responsibility.
4. Testimonial and Review Videos
Testimonials and review videos are powerful because they feature real customers sharing their experiences with your product or service. They act as social proof, reassuring potential customers that your brand delivers on its promises.
When to use it:
To build trust and credibility.
When you want to showcase satisfied customers or clients.
To overcome skepticism about your brand’s product or service.
Example: A fitness company featuring a customer who shares their success story after using the company’s fitness programs or equipment.
5. Behind-the-Scenes Videos
Behind-the-scenes (BTS) videos offer an exclusive look at how your products are made, how your team works, or what goes on behind the curtains of your company. These videos can humanize your brand and make it feel more approachable, which is important for fostering customer loyalty.
When to use it:
When you want to show the human side of your company.
To highlight your company culture and team members.
To provide transparency about your production process.
Example: A coffee brand sharing a BTS video of how their beans are sourced and roasted with care in small batches.
6. Event Videos
Event videos capture the highlights of your company’s events, conferences, product launches, or trade shows. They’re an excellent way to show your involvement in industry events and engage your audience by bringing them along for the experience.
When to use it:
After hosting or participating in a live event.
To share the excitement and energy of your brand’s events.
To promote future events and attract attendees.
Example: A tech company filming a keynote speech from one of their executives at a major industry event, sharing highlights and reactions from the crowd.
7. Tutorial and How-To Videos
Tutorial and how-to videos provide practical value by teaching your audience something useful, often relating to your product or industry. These videos help establish your brand as an expert in your field and can also drive customer engagement by showing how to make the most out of your offerings.
When to use it:
To help your audience understand how to use your product or service.
When you want to position your brand as a helpful authority in your industry.
To improve customer satisfaction by providing valuable tips and tricks.
Example: A software company creating a series of how-to videos explaining how to set up and use its platform effectively.
8. Social Media Videos
Social media videos are short, snackable content optimized for sharing across platforms like Instagram, Facebook, TikTok, and LinkedIn. These videos are quick, engaging, and often designed to capture attention immediately as users scroll through their feeds.
When to use it:
When targeting younger or social-media-savvy audiences.
To promote time-sensitive offers, campaigns, or updates.
To increase brand awareness and engagement through viral content.
Example: A fashion brand creating a trendy, fun video showcasing its new collection, set to a popular song to increase the chances of going viral.
9. User-Generated Content (UGC) Videos
User-generated content (UGC) is a form of video where your customers create content showcasing your product or service. This could be reviews, unboxing videos, or creative ways that customers are using your product. UGC is powerful because it feels authentic and comes directly from your audience.
When to use it:
To build trust through real, authentic experiences.
To create a sense of community around your brand.
To leverage social proof and encourage brand loyalty.
Example: A beauty brand reposting a video of a customer demonstrating how they use the brand’s products in their daily skincare routine.
10. Animated Videos
Animated videos can be highly engaging and visually appealing. They are often used to simplify complex ideas or make your message stand out in a creative way. They can range from simple motion graphics to full-scale animated stories.
When to use it:
When you want to simplify a complicated concept.
To add a playful or creative touch to your marketing efforts.
When you want a cost-effective alternative to live-action videos.
Example: A tech company using motion graphics to visually represent data or explain an abstract concept in a fun and engaging way.
Conclusion
Choosing the Right Brand Video for Your Business
The key to successful brand video marketing is selecting the right type of video for your specific business goals. Whether you're trying to educate your audience, showcase a product, build trust, or entertain, there's a brand video format that can help you achieve your objectives.
Start by identifying your goals, the message you want to convey, and the audience you're trying to reach. With the right video strategy, you can connect with your customers on a deeper level and elevate your brand’s presence online.
By choosing the right video type and investing in high-quality production, you can create content that not only captures attention but also drives results. So, get ready to bring your brand to life—one video at a time!
If you would like to find out how we can assist your company with its video production projects, please call Andy Holt on 780-907-1445 for a free, no obligation meeting or telephone call.