Brand videos explain what a business does, how it operates, and why it exists. Different formats serve different purposes, from building trust to demonstrating products.
This guide outlines common types of brand videos and how businesses use each format in marketing.
Types of Brand Videos
Testimonial Videos
This testimonial video was recorded for a dental consulting firm working with multi-location practices. The interview features a dental practice owner discussing how Aligned Dental Partners helped improve operations and profitability across four locations.
Filming took place inside a meeting room at The Inn at Celebration near Orlando. A portable green screen backdrop was used for the interview.
The testimonial was recorded using a two-camera interview setup. A COB LED video light paired with an octagon softbox was used as the key light. Additional LED lights were placed around the room for fill and background lighting.
Audio was recorded using a lavalier microphone clipped to the subject, with a boom shotgun microphone positioned overhead as a backup.
In the testimonial, the practice owner explains that despite operating a busy practice, profitability remained difficult. After partnering with Aligned Dental Partners, the organization helped implement management support, operational structure, and centralized back-office resources.
This structure reduced operational confusion as the practice expanded to multiple locations while maintaining the feel of a smaller family practice. The partnership also eliminated the need to build an internal back office that could have cost nearly one million dollars.
Businesses planning testimonial interviews may work with a professional testimonial video production company in Orlando to record customer interviews.
Brand Story Videos
Brand story videos explain how a company started, what it believes, and how it serves customers. These videos often include interviews with founders or leadership along with supporting footage showing the company’s work. The video above, produced by Seattle video production company Unified Cinematic Videography, presents residents describing their experiences at Bayview Retirement Community. Businesses commonly place brand story videos on company websites, investor presentations, and recruitment pages.
Company Culture Videos
Company culture videos show what it is like to work inside an organization. Employees often discuss their roles, workplace environment, and company values. Businesses commonly use these videos on career pages and recruitment campaigns.
Social Videos
Social videos are short types of brand videos created for platforms such as Instagram, LinkedIn, TikTok, and YouTube Shorts. These videos focus on quick messaging and visual engagement. Businesses often produce social videos to promote events, highlight products, or share short updates with their audience.
Explainer Videos
Explainer videos show how a product or service works. Businesses use them to clarify services, software, or technical processes. The video above, The Big Picture Explainer, produced by San Francisco video production company Picturelab, shows how a financial planning tool calculates safe withdrawal rates for retirement planning. Explainer videos commonly appear on product pages, landing pages, and onboarding materials.
Product Videos
Product videos are types of brand videos that demonstrate how a product works and what problems it solves. These videos often show product features, materials, or real-world use. Businesses frequently place product videos on ecommerce pages, product landing pages, and advertising campaigns.
Case Study Videos
Case study videos are types of brand videos that document how a business helped a client solve a problem. These videos typically include interviews with the client along with supporting visuals related to the project. Case study videos are commonly used in B2B marketing because they demonstrate real results.
Customer Journey Videos
Customer journey videos are types of brand videos that illustrate the process customers experience when interacting with a business. These videos often follow the stages from discovery to decision. Businesses use customer journey videos to explain services or illustrate how customers benefit from their products.
Commercials
Commercials are promotional types of brand videos created for advertising campaigns. They are designed to capture attention quickly and communicate a single clear message. Commercials may appear on television, streaming platforms, or online advertising channels.
Behind-the-Scenes Videos
Behind-the-scenes videos are types of brand videos that show how a company operates or how projects are produced. These videos may feature team members, production environments, or preparation for events. Businesses use bts videos to show processes and give audiences a closer look at how work is done.
Choosing the Right Type of Brand Video
Different types of brand videos serve different roles. Testimonial and case study videos build trust, while explainer and product videos clarify how offerings work. Company culture and behind-the-scenes content show how a business operates.
Most businesses use multiple formats together depending on their goals, audience, and distribution channels.
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