Promotional videos help businesses show what they offer, explain how something works, present customer experiences, or give viewers a closer look at the company behind the product or service. For Orlando businesses, these videos can be used on websites, landing pages, social media, email campaigns, digital ads, and sales presentations.
The five types below serve different purposes, so the right choice depends on what viewers need to understand or do after watching.
What Is a Promotional Video?
A promotional video is created to support a specific business or marketing goal. It may introduce a company, explain a service, show a product or process, feature a customer, or promote an event.
The filming approach should match the final use. A testimonial needs a strong interview and supporting footage, while an explainer may depend on demonstrations, screen recordings, graphics, or step-by-step visuals. Our promotional video production work is planned around the message, footage required, and final deliverables rather than treating every promo video the same way.
5 Types of Promo Videos for Orlando Businesses
1. Brand Videos
A brand video introduces the business itself—what it does, who it serves, what it values, and how it wants to be presented. It may combine leadership interviews, employees, customers, locations, products, services, and supporting b-roll.
Best used for: company websites, About pages, sales presentations, recruiting, investor or partner communications, and broader marketing campaigns.
The Universal Epic Universe video below is an example of a large-scale brand-focused promotional piece built around the experience and identity of the destination rather than one specific transaction.
For a smaller Orlando business, the same concept can be produced at a much simpler scale. The important part is identifying the message first and then filming the people, places, services, or activity that visually support it.
2. Company Culture Videos
Company culture videos show what it is like to work inside an organization. They may include employee interviews, workplace activity, team interaction, leadership, company values, and day-to-day operations.
Best used for: recruiting pages, employer-branding campaigns, internal communications, and company About pages. This type of content often overlaps with corporate video production.
The Orlando Health Jewett Orthopedic Institute video below uses employee and physician perspectives to present the organization through the people who work there.
The strongest culture videos usually show more than interviews alone. Supporting footage of the workplace, team interaction, and actual responsibilities helps viewers understand the environment being described.
3. Testimonial Videos
Testimonial videos let customers or clients explain their experience in their own words. Instead of making broad promotional claims for the business, the video centers on what the customer experienced, what problem was addressed, or why they chose the company.
Best used for: service pages, landing pages, case studies, sales follow-up, social media, and paid campaigns where customer proof matters.
Testimonial video production typically requires a controlled interview setup, clear audio, and supporting b-roll that gives the comments visual context. The AdventHealth East Orlando example below is structured around one person’s experience.
When planning testimonials, decide in advance whether each interview will be delivered as its own video, combined into a larger promotional piece, or edited into shorter clips for additional uses.
4. Explainer and How-It-Works Videos
Explainer videos are useful when customers need to understand a service, process, product, or sequence of steps before they buy, book, or arrive.
Best used for: product pages, service pages, onboarding, FAQs, sales presentations, and customer education.
The visual approach depends on the subject. A physical process may be filmed as a demonstration, while software or online services may use screen recordings, graphics, narration, or a combination of formats. For an Orlando attraction or hospitality business, an explainer could show how reservations, upgrades, arrival procedures, or guest services work without forcing viewers to interpret several pages of written instructions.
5. Behind-the-Scenes Videos
Behind-the-scenes videos show how work is actually done. Depending on the business, that may include preparation, production, staff activity, a service being performed, an event setup, manufacturing, food preparation, or another process customers do not normally see.
Best used for: social media, recruiting, launch campaigns, event promotion, and businesses where the process itself helps explain the value of the work.
The Orlando City SC video below uses behind-the-scenes access around Kaká’s Legends Night appearance to show activity that fans would not see from a standard event recap alone.
This format works best when there is something meaningful to reveal. The goal is not simply to film random activity, but to show a process, environment, or level of access that helps viewers understand the business or event more clearly.
Bonus: Event Videos
Event Videos Can Also Become Promotional Content
An event video may start as documentation but become useful promotional content afterward. A grand opening, groundbreaking, conference, trade show, community event, or product launch can provide speeches, reactions, interviews, demonstrations, and b-roll that can be edited for future marketing.
For example, our Quest Village Grand Opening coverage documented speeches, attendee reactions, the ribbon cutting, and views of the property. That footage shows what happened at the event while also giving the organization material that can represent the project afterward.
When an event is being filmed for both documentation and promotion, plan those uses before the event. The footage needed for a complete ceremony recording is different from the interviews, reaction shots, signage, sponsor coverage, and b-roll needed for a shorter promotional edit. See our event video production services for broader event coverage.
Where Orlando Businesses Can Use Promo Videos
The same production can often support several channels when the deliverables are planned in advance. A main promotional video may live on a website or landing page, while shorter versions can be created for social media, email, presentations, or advertising.
Before filming, decide where the videos will be published, what aspect ratios or lengths are required, and whether captions, vertical versions, alternate edits, or shorter clips are needed. Those decisions affect what is filmed and how the final videos are edited.
How to Choose the Right Promo Video
Promotional Video Production in Orlando
Start with the marketing problem rather than the format. Use a testimonial when customer proof is the priority, an explainer when viewers need clarity, a culture or behind-the-scenes video when the people and process matter, and a broader brand video when the business itself needs to be introduced.
Lasting Blueprint Productions provides promotional video production in Orlando for businesses that need filming and edited video deliverables for websites, campaigns, events, and other marketing uses.
