There are many reasons why video content is an important marketing tool for your business, whether you’re a Fortune 500 company or a privately owned mom-and-pop operation looking to attract more local customers. But there are different types of business videos you can create depending on your marketing strategy and the stage of the buyer journey you’re targeting. You may want a video geared toward attracting new customers, while also wanting one aimed at existing clients, highlighting new services your business didn’t previously offer. It all depends on which part of your business you’re trying to grow.
Here are 15 types of business videos you can create, what each one is for, and how to know which one is right for your next project.
Not every video serves the same purpose. Some are built to introduce your brand to people who’ve never heard of you. Others exist to convert someone who’s already interested, train an employee, or win back a customer who’s gone quiet. Understanding which stage of the funnel a video is meant to serve, awareness, consideration, conversion, or retention, is the difference between a video that looks good and a video that actually moves the needle for your business.
What it is: A video that presents your product to the customer, showcasing its function and explaining why it’s useful, and often extending into a “how-to” component for after purchase. A strong product video presents the problem your customer has, shows how your product solves it, and can also walk a new customer through exactly how to use what they bought.
When to use it: When you’re launching a new product and want one asset that sells the “why” before purchase and helps customers get real value from it after.
Who it’s for: Businesses selling a physical or digital product that benefits from a clear explanation, a strong visual demonstration, and a simple path to onboarding. Learn more about product videos.
What it is: Long-form sales videos with product demos, often featuring a spokesperson and actors representing the customers a brand is trying to reach. The spokesperson demonstrates the product’s benefits directly to those actors, and by extension, to the viewer.
When to use it: When your product benefits from an extended, detailed pitch rather than a short-form spot.
Who it’s for: Businesses with a product that needs real demonstration time to build trust and show value.
What it is: Similar to a product demo, but broader, these videos educate the audience on a specific topic rather than a specific product, like showing someone how to properly evaluate an investment or play an instrument. Often, the video itself is the product.
When to use it: When your business’s value comes from expertise and teaching, not just a product.
Who it’s for: Coaches, consultants, and service businesses building authority. Closely related to explainer videos.
What it is: Videos describing specific processes within a business, often using hired actors to represent employees, showing what to do (and what not to do) in real situations.
When to use it: During onboarding, or any time a process needs to be standardized across a team or multiple locations.
Who it’s for: Any business with a repeatable process worth documenting well. See our training video services.
What it is: Paid video content distributed on YouTube, targeted using keywords and promotional budget to reach interested viewers.
When to use it: When you want to reach new customers on one of the largest video platforms in the world, with control over budget and targeting.
Who it’s for: Businesses looking to scale customer acquisition through paid video. Learn more about our video ad production.
What it is: Wallpaper-style video used behind a homepage or landing page to make a site feel more dynamic and modern than a static image ever could.
Who it’s for: Brands investing in a polished, modern web presence. Often produced alongside brand video work.
What it is: Video built specifically to overcome common objections during the sales process, used at various points in the funnel to make a sales team more efficient and close more deals.
When to use it: When your sales team keeps running into the same objections again and again.
Who it’s for: Businesses with a defined sales process and a team that could use a reusable, consistent tool. Often built as part of a broader promotional video strategy.
What it is: Talking-head footage of a founder or executive, cut over B-roll, giving viewers a direct look at the people behind the brand, no gimmick, no concept, just a real conversation.
When to use it: When trust and personal connection matter more than a polished sales pitch.
Who it’s for: Founder-led businesses and brands that want to put a human face behind the product.
What it is: Video showing your product in its intended environment, often shot POV-style to put the viewer in the moment. Think a jet ski company filming someone actually riding one.
When to use it: When your product is best understood in action, not in a studio.
Who it’s for: Businesses selling dynamic, experience-driven products.
What it is: Content packaged in bulk and released over time to keep followers engaged, often cut down from longer footage to fit shorter platform formats.
When to use it: As an ongoing content engine, not a one-off project.
Who it’s for: Any business trying to build consistent presence and engagement online. See our social media video services.
What it is: Content distributed strictly to employees, announcing company news, milestones, or updates, similar in production style to training videos but different in purpose.
When to use it: When you want to build internal culture and keep your team informed and engaged.
Who it’s for: Growing companies that want employees to feel like insiders, not spectators.
What it is: Video distributed to media as a public relations tool, tying current events to your company and positioning your business as a leader in your field.
When to use it: Around a major announcement, event, or milestone worth press attention.
Who it’s for: Businesses with genuine news to share and a reason to be in front of media.
What it is: Video built to cross-sell or upgrade existing customers, often distributed through drip campaigns instead of plain text emails.
When to use it: When you have current customers who don’t know about additional services or tiers you offer.
Who it’s for: Businesses with an existing customer base and room to grow revenue per customer.
What it is: Video aimed at former clients who’ve gone inactive, reminding them of your value in a way that feels personal rather than automated.
When to use it: When you have a list of past clients worth winning back.
Who it’s for: Any business with a real churn problem and an underused customer list.
What it is: Video built using AI tools for elements like generated footage, backgrounds, or visual effects, combined with real production work to create scenes and shots that would otherwise be out of budget or logistically impossible.
When to use it: When you need to expand what’s visually possible without expanding your budget or timeline.
Who it’s for: Businesses that want cinematic, ambitious visuals without a Hollywood-sized production. See our AI video production work.
Okay, so now that you know about the 15 different types of videos that can be created to help market your business… what now? It’s actually quite simple: finding the right video production company to create these videos for you. And you came to the right place. We at Top Notch Cinema will help elevate your brand and bring your business to the next level. Top Notch is more than our company name, it reflects our level of professionalism and the quality of our videos that we create for you and your business. Our staff, led by an Emmy award-winner, is comprised of 27 experienced industry professionals dedicated to creating high quality content for your business. We take care of the entire video process, including scripting, location, casting, shooting, editing, voice-over and distribution. Contact us for more information here.
There’s no single fixed number, but the 15 types covered here represent the formats most businesses actually use across the full buyer journey, from first impression to customer retention.
It depends on your goal. A new business trying to build awareness usually gets the most value from a brand or interview-style video, while an established business looking to convert leads benefits more from product or sales videos. The right starting point comes down to which stage of your funnel needs the most help right now.
Not from scratch. Most businesses shoot core footage once and repurpose it, a website background video and a social media video can come from the same shoot, cut differently for each platform.
Ready to figure out which types of business videos make the most sense for where your company is right now? Explore our full range of video production services, and let’s build the right mix for your goals.
