Brand videos are videos businesses use to communicate who they are, what they offer, how they work, or why customers choose them. Common formats include testimonials, brand stories, company culture videos, social videos, explainers, product videos, case studies, customer journey videos, commercials, and behind-the-scenes content.
Some of these formats can also be used as promotional videos, but the categories below are organized by what the video communicates: customer proof, company identity, products, processes, culture, or results.
Types of Brand Videos
Testimonial Videos
Testimonial videos feature customers or clients describing their experience with a business in their own words. They are commonly used on service pages, landing pages, case studies, sales materials, and marketing campaigns where customer proof matters.
One example is a testimonial video produced for a dental consulting firm working with multi-location practices. The interview was filmed at The Inn at Celebration near Orlando using a two-camera setup, portable green screen, dedicated lighting, a lavalier microphone, and a boom microphone for backup audio.
The practice owner explains how Aligned Dental Partners helped improve management structure, profitability, and back-office support across four locations. Businesses planning similar customer interviews can learn more about testimonial video production in Orlando.
Brand Story Videos
Brand story videos explain how a company started, what it believes, who it serves, or how its work has developed over time. They often combine interviews with founders, leadership, employees, or customers and supporting footage of the organization.
The example above, produced by Seattle video production company Unified Cinematic Videography, presents residents describing their experiences at Bayview Retirement Community. Brand story videos are commonly used on company websites, About pages, presentations, recruitment materials, and other places where the business itself needs to be introduced.
Company Culture Videos
Company culture videos show what it is like to work inside an organization. They may feature employee interviews, leadership, team interaction, workplace activity, and day-to-day responsibilities.
Businesses commonly use culture videos on career pages, recruiting campaigns, internal communications, and employer-branding materials.
Social Videos
Social videos are short-form brand videos created or edited for platforms such as Instagram, LinkedIn, TikTok, and YouTube Shorts. Rather than representing one subject category, they are usually shorter versions of brand, product, event, testimonial, or behind-the-scenes content.
The format should be planned around the platform, including aspect ratio, captions, runtime, and whether the message still makes sense without sound.
Explainer Videos
Explainer videos show how a product, service, procedure, software platform, or technical process works. Businesses use them when viewers need to understand steps or concepts before buying, booking, onboarding, or taking another action.
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.
Another example is a women’s health PRP patient education video produced by Lasting Blueprint Productions. The physician walks viewers through the appointment sequence, including the blood draw, PRP preparation, numbing process, procedure timing, and aftercare expectations.
Product Videos
Product videos demonstrate what a product does, how it works, and which features matter to the customer. They may show the product in use, close-up details, demonstrations, comparisons, or a specific problem being solved.
Businesses commonly place product videos on ecommerce pages, product landing pages, sales presentations, and advertising campaigns.
Case Study Videos
Case study videos document how a business helped a customer or client solve a specific problem. They usually combine interviews with supporting visuals that show the project, service, product, or result being discussed.
This format is especially useful in B2B marketing when prospective clients want evidence of how the company handled a real situation rather than a general promotional claim.
Customer Journey Videos
Customer journey videos show the sequence someone experiences when interacting with a business. They may follow a customer from an initial consultation through delivery, demonstrate what happens during an appointment, or explain the steps involved in using a service.
This format is useful when the process itself influences whether a customer feels comfortable moving forward.
Commercials
Commercials are advertising-focused brand videos built around a specific message, offer, product, service, or campaign. They are generally shorter and more tightly scripted than broader brand-story content.
Commercials may run on television, streaming services, websites, social platforms, or other paid advertising channels.
Behind-the-Scenes Videos
Behind-the-scenes videos show how a business operates or how work is produced. They may feature employees, production environments, preparation, manufacturing, event setup, service delivery, or another process customers do not normally see.
The strongest behind-the-scenes videos reveal something useful about the people, process, or level of work behind the finished product or service.
Choosing the Right Type of Brand Video
Choose the format based on what the viewer needs to understand. Testimonials and case studies provide customer proof. Brand stories and culture videos explain the organization and its people. Explainers, product videos, and customer journey videos clarify how something works. Commercials and social videos support shorter campaign messages, while behind-the-scenes content shows the process itself.
Many businesses use more than one format because the same organization may need separate videos for its website, recruiting, sales, customer education, and advertising.
For production options across these formats, see our video production services.
