Top 5 Videos Every Business Needs

What It Is
A brand story video is a cinematic, emotionally driven overview of your business. It usually includes interviews with founders or team members, footage of your workplace or operations, and a scripted voiceover that ties it all together. Rather than focusing on a specific product or service, this video tells the broader story of who you are, why you exist, and the values that guide your business.

Why It Matters
In an age where people are bombarded with marketing, brand loyalty comes down to connection. A compelling brand story can make you memorable, trustworthy, and human. It helps new visitors understand your "why" immediately and gives loyal customers something deeper to stand behind. A brand story video is often used on your homepage, in investor meetings, and at live events.

Example
A sustainable clothing company showcases its design studio, footage from its eco-conscious factory, and interviews with the founders. The video ends with a powerful message about ethical fashion and environmental responsibility.

What It Is
An explainer video focuses on one core offering (a product, service, or platform) and breaks it down into easy-to-understand visuals and narration. These videos often follow a problem-solution format and include animations, screen recordings, demonstrations, or scripted voiceovers. The goal is to explain how something works, what it solves, and why it matters to the viewer.

Why It Matters
A confused buyer rarely becomes a customer. Explainer videos help eliminate friction in the sales process by making your offer crystal clear. They are especially useful for software, startups, and new product launches, where buyers need a fast, visual walkthrough before making a decision. These videos often boost landing page conversions, increase time on site, and reduce support questions.

Example
A SaaS platform creates a sleek animated video that walks through how their scheduling tool helps businesses eliminate back-and-forth emails. It breaks the product into three simple steps, includes upbeat music, and finishes with a call to action to start a free trial.

What It Is
A testimonial video features one or more real clients speaking about their positive experience with your business. These can be filmed interview-style, on-site, or as part of a case study. Great testimonial videos include authentic voice, specific outcomes, and visual context — such as footage of the product or service in use.

Why It Matters
Trust is the foundation of any business relationship. Testimonial videos act as social proof, giving potential clients the confidence to move forward by hearing success stories from people like them. Unlike written testimonials, video captures tone, emotion, and credibility in a way that feels real and persuasive.

Example
A healthcare software company films an administrator at a major hospital who shares how the platform improved compliance tracking and saved their team 15 hours a week. The video includes shots of staff using the platform on tablets and computer screens to reinforce the story.

What It Is
A company culture video offers a behind-the-scenes look at what it’s like to work at your business. It often includes employee interviews, footage from daily operations or special events, and messaging about your mission, diversity, and work environment. These videos can be formal or fun, depending on your culture and the type of talent you want to attract.

Why It Matters
Hiring is more competitive than ever. A recruitment video helps candidates decide if they connect with your workplace culture before they even apply. It also helps filter for people who align with your values and work style. These videos strengthen your employer brand and make your company more appealing in a crowded job market.

Example
A digital agency features team members talking about collaboration, flexible schedules, and opportunities for growth. The video cuts between client brainstorming sessions, creative workspaces, and team-building outings, showing the company’s vibrant, fast-paced culture.

What It Is
Training and onboarding videos are designed to educate your employees, contractors, or customers. These videos may teach processes, explain company policies, or guide someone through using a system or product. Often built as part of a larger onboarding curriculum or training library, they can be scripted, animated, or recorded using screencasts or live footage.

Why It Matters
Consistency is key when it comes to training. Video ensures that everyone receives the same clear, well-structured information, whether they’re onboarding remotely or on-site. It also reduces the time managers spend repeating instructions and allows learners to go at their own pace. For customer onboarding, video improves satisfaction and reduces support tickets.

Example
A national logistics company creates a series of training videos for new drivers that cover safety protocols, delivery software usage, and customer interaction best practices. These videos are available on a mobile app so drivers can review them on the go.

Each of these five video types serves a distinct business purpose, from marketing to recruitment to internal operations. Together, they form a well-rounded video strategy that increases visibility, builds credibility, and strengthens every stage of the customer or employee journey.

If you're unsure where to start, begin with one video aligned to your most pressing business goal. Then expand your library over time. With the right planning and production partner, your videos can become your hardest-working content, available 24/7, scalable across platforms, and packed with ROI.