In today’s digital world, video isn’t just a “nice to have”—it’s one of the most powerful tools in your marketing toolbox. Whether you’re advertising on TV, posting to social media, or educating your customers, videos help people connect with your brand faster than almost any other content.
But here’s the challenge: not all videos are created equal. A commercial has a very different goal and style from a training video. A social media clip isn’t the same as a company bio. So, how do you know which kind of video you need and how to make it work for you?
DW Creative is a Kansas City-based marketing agency that drives growth for clients by creating meaningful connections between their clients’ brands and the homeowners they serve.
By reading this article, you’ll learn the most common types of videos for businesses, what they’re used for, and how to get started, even if you’re new to video production.
5 Types of Business Videos and How to Use Them
1. Commercials
Commercials are built to grab attention—and fast. You’ve only got a few seconds to make an impression, especially if you’re advertising on TV or streaming platforms.
What makes a good commercial?
- High energy
Fast cuts, bold visuals, and energetic music help stop the scroll or catch attention between TV shows. - Clear message
You need to say exactly what you want the viewer to do (shop this sale, visit this store, call for a quote, etc.). - Short and punchy
Most commercials run just 15 to 30 seconds. A 60-second ad is considered long! - Uniform branding
All of your commercials should be branded with identical logos, fonts, and tones. It should be easily identifiable as YOUR commercial.
TV commercials compete with other high-budget ads, so it’s important to make an ad stand out with strong visuals, a memorable tagline, and a message that connects quickly.
2. Informational Videos
Informational videos are perfect for sharing expertise. These include Selling Seven videos that help make sales by educating your customer base.
Information videos also include training videos for employees and new team members.
What do informational and training videos look like?
- A furniture store explaining different recliner styles and how to choose the right one.
- A company onboarding video that walks new employees through HR policies and tools.
These videos are usually longer and lower energy than a commercial. They may include music, but it’s softer and slower. Most are 1–5 minutes, though training content can stretch to 20 minutes or more depending on the topic.
Keep your tone calm, your visuals clean, and your information clear. These don’t have to be boring. You can utilize interesting background footage (B-roll), cuts, narration, demonstrations, or skits. You’re building trust and helping someone learn something new.
3. Employee Bio Videos
Employee bios are a special kind of informational video. They don’t teach a skill or explain a policy—they introduce a person.
These short videos help put a face and voice to your brand. They’re especially useful for service-based businesses where relationships matter. These “get to know us” videos build connection and trust.
You can use these bios on your website, in email introductions, or as part of your recruitment process.
4. Promotional Videos
Promotional videos are a kind of commercial for time-sensitive messages. You’re trying to create excitement around a sale, event, or special product offering.
One common strategy for promotional content is the “doughnut” format:
- The intro and outro stay the same every time. They use your brand’s logo, colors, music, or catchphrase to keep things consistent.
- The middle section is where you insert the time-sensitive message—this week’s sale, a breaking news story, or a seasonal offer.
This method makes it easy to swap in new promos without creating a full video from scratch each time.
For example, a store ad may always begin and end with the phrase “Save big!” but the middle part highlights this weekend’s 25% off sale or next week’s holiday giveaway.
5. Testimonials
When researching a potential purchase, people flock to reviews. Customer reviews and case study videos are another offshoot of informational videos. However, instead of teaching, these videos showcase previous customers’ experiences with your product or service.
These videos highlight how your product or service helped customers and why they are satisfied. By sharing real-life examples, you show that your business is trustworthy and that other people are happy with what you offer.
- A customer testimonial video may highlight a single or group of customers speaking on a problem your product or service solved for them and what it was like working with you.
- A case study video may look at a specific client, issue, or collection of customers before and after your product or service made an impact and why it worked so well.
Tips to Begin Your Video Journey
Whether you’re filming a commercial or a casual social media post, great videos take planning. Here are a few ways to set yourself up for success:
Invest in Basic Equipment
You don’t need a Hollywood budget to create solid videos. But a few tools can take your content from average to amazing:
- A tripod helps stabilize your camera or phone.
- A small light can dramatically improve video quality, especially indoors.
- A clip-on microphone improves audio if you’re speaking on camera.
Many “simple” videos you see online actually involve great lighting, audio gear, tripods, and smart framing to keep the focus on the subject. Most professional-style videos are not filmed on a smartphone alone. There’s equipment and setup behind the filming.
Plan Ahead
Before you hit record, think through:
- Where will you film? (You may need to rent a space.)
- Who will be in the video? (Do you need actors or employees?)
- What’s your message? (Write a script or outline.)
- What’s your budget? (Even a local shoot may cost around $700 once you include space, actors, and gear.)
- What are some videos and commercials you like? Is it something you can duplicate while adding your branding and flair?
A clear plan saves time, money, and frustration down the line.
Bring in Help When Needed
An art department or marketing partner can help businesses build videos that effectively promote their message and draw in customers.
Art and marketing can help:
- Brainstorm creative ideas
- Write scripts and storyboards.
- Connect you with other professionals like videographers, editors, or actors.
- Stay on brand and budget.
Always Get a Second Set of Eyes
Before you launch your video, have someone else review it. They may catch mistakes, unclear messaging, or details you missed.
A fresh perspective can help you ensure your message lands.
Next Steps For Using Video
Video is one of the most effective ways to market your business today. It’s fast, visual, emotional, and powerful. But to use it well, you need the right kind of video for the job—and a plan to make it shine.
Start with what you can manage, and build from there. Whether that’s a 15-second promo for social or a 3-minute bio on your website, every video is a chance to build trust, connect with your audience, and tell your story.
If you’re not sure where to begin, reach out to your marketing partner and create a video strategy.
If you’re looking for help creating marketing videos, schedule a fit call with our team to see how DW Creative can help.
If you’re not ready to make a commitment or want to learn more about marketing videos, we recommend the following articles: