Trying to decide which type of video will deliver the most impact for your business?

You’re not alone. Many organizations know they should be using video—but struggle to decide what kind will actually move the needle.

From brand films and testimonials to social clips and explainers, each video format serves a different purpose. The key is choosing the right one based on your goals, audience, and where the video will live.

Below, we break down six essential video formats and how to decide which one is right for your business.

1. Brand Film

Best for: Awareness, positioning, storytelling

A brand film is about who you are and why you exist. It goes beyond products or services to tell a story that connects emotionally with your audience.

These videos are often cinematic, narrative-driven, and values-focused. They help establish credibility, differentiate you from competitors, and set the tone for your brand.

Choose a brand film if you want to:

• Build trust and emotional connection

• Clearly articulate your purpose or mission

• Make a strong first impression on your website or at events

Common placements: Homepage, About page, trade shows, presentations

2. Explainer or Overview Video

Best for: Clarity, education, consideration

Explainer videos answer one core question: What do you do—and why does it matter?

They’re ideal for simplifying complex offerings, processes, or services in a way that’s easy to understand.

These videos are typically more structured and direct than brand films, focusing on value propositions rather than emotion.

Choose an explainer video if you want to:

• Clearly explain a product, service, or process

• Reduce friction in the sales journey

• Help prospects quickly understand your offering

Common placements: Landing pages, sales emails, onboarding materials

3. Customer Testimonial

Best for: Trust, validation, decision-making

Nothing builds confidence like hearing directly from a satisfied customer. Testimonial videos provide social proof and credibility by letting real people share their experience in their own words.

The most effective testimonials focus less on praise and more on *outcomes*: the problem, the solution, and the result.

Choose a testimonial video if you want to:

• Build trust with new prospects

• Support sales conversations

• Reduce perceived risk in the buying decision

Common placements: Case study pages, proposals, social media, sales follow-ups

4. Social Media Video

Best for: Reach, engagement, visibility

Social videos are designed to be short, fast, and attention-grabbing. They’re often vertical or square, captioned for silent viewing, and tailored to specific platforms.

Rather than saying everything at once, social clips work best as part of an ongoing content strategy—building familiarity and momentum over time.

Choose social videos if you want to:

• Increase brand visibility and reach

• Stay top-of-mind with your audience

• Support campaigns, events, or launches

Common placements: Instagram, LinkedIn, TikTok, YouTube Shorts

5. Event or Culture Video

Best for: Community, recruitment, internal engagement

These videos showcase what it’s like to be part of your organization—whether that’s a company culture piece, an event recap, or an internal story.

They’re especially effective for recruitment, stakeholder engagement, and humanizing your brand.

Choose an event or culture video if you want to:

• Attract talent

• Capture the energy of an event or milestone

• Strengthen internal and external community

Common placements: Careers pages, LinkedIn, internal communications

6. Training or Educational Video

Best for: Consistency, efficiency, scale

Training videos help standardize information and save time by delivering the same message clearly and consistently. They can be internal or external, formal or informal, depending on the audience.

These videos often focus more on clarity and usability than production flair—but quality still matters.

Choose a training video if you want to:

• Onboard staff or partners more efficiently

• Educate customers or stakeholders

• Reduce repetitive in-person training

Common placements: Internal platforms, learning portals, customer support hubs

How to Choose the Right Video

If you are undecided, you can ask three easy questions:

1. What’s the goal?

   Is your objective to raise awareness, build credibility, educate, convert, or engage?

2. Who is the audience?

   Prospective customers, existing clients, staff, or partners?

3. Where will the video live?

   Website, social media, sales meetings, events, or internal platforms?

The right video isn’t about doing everything —it’s about doing the right thing first.

One Last Thought

The most effective video strategies don’t rely on a single piece of content. They build a library of videos, each designed to serve a specific purpose at a specific moment in the audience journey.

If you’re reading this article and wondering what type of video to start producing, you’re already asking the right question. The next step is aligning your video choices with your business goals—and letting each format do what it does best.

Call Andy Holt on 780-907-1445 for a free, no obligation meeting or telephone call — let’s collaborate on your video production needs!