What Types of Videos Should a Business Have?

If your business is planning to invest in video, one of the first questions you’ll probably ask is: what types of videos should a business actually have?

Many companies create a single video and expect it to do everything. In reality, different videos serve different purposes. Some build awareness, some generate leads, and others help convert customers or train staff.

In this guide, we’ll break down the most important types of business videos, explain when to use them, and help you build a simple video strategy that works.

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Quick Answer: The Essential Business Video Types

Most businesses benefit from having at least four core video types:

• A brand or company overview video

• A customer testimonial or case study

• An explainer or product video

• Short social media videos

These videos support different stages of the customer journey and can be reused across your website, sales materials, and marketing campaigns.

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Why Businesses Need More Than One Video

Customers rarely make decisions after seeing a single piece of content.

Instead, they move through several stages:

1. Awareness – discovering your brand

2. Consideration – evaluating whether you’re the right choice

3. Decision – choosing to work with you

Different video formats support each stage of this process.

By covering these stages, your video content becomes a tool for growth, not just a marketing asset.

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1. Brand or Company Overview Video

A brand video is often the foundation of a company’s video strategy.

It introduces:

• Who you are

• What you do

• Why you exist

• How you help customers

Brand videos work particularly well on:

• Your website homepage

• LinkedIn company pages

• Sales presentations

• Event displays

The goal isn’t to list every service you offer. Instead, it should create a clear, memorable impression of your business.

Typical length

60–120 seconds.

When to use it

When someone is encountering your business for the first time.

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2. Customer Testimonial Videos

Few marketing tools are more powerful than real customers explaining why they trust your business.

Testimonial videos build credibility quickly because viewers hear authentic experiences from people like them.

Strong testimonial videos usually include:

• The customer’s original problem

• Why they chose your business

• The results they achieved

• Their recommendation

These videos work well on:

• Sales pages

• Proposals

• Email follow-ups

• Social media

Typical length

45–90 seconds.

Why they work

They reduce uncertainty and build trust faster than written reviews.

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3. Explainer Videos

Explainer videos help audiences understand how your product, service, or process works.

They are particularly useful if your business offers something complex or technical.

Common examples include:

• Software demonstrations

• Service explanations

• Process walkthroughs

• Product feature overviews

These videos are often placed on:

• Service pages

• Landing pages

• Email campaigns

• Sales presentations

Typical length

60–120 seconds.

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4. Social Media Videos

Short-form social media video is now one of the most effective ways to reach new audiences.

These videos are typically:

• Short

• Informal

• Visually engaging

Common formats include:

• Quick tips

• Behind-the-scenes clips

• Event highlights

• Industry insights

• Short testimonials

These videos help maintain consistent visibility online.

Ideal length by platform

Short videos work best when they deliver one clear message quickly.

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5. Product Demonstration Videos

If your business sells products, demo videos are essential.

A good demo video shows:

• How the product works

• Key features

• Benefits for the user

• Real-world usage

These videos help potential customers imagine themselves using your product.

Product demos are commonly used on:

• E-commerce product pages

• Sales presentations

• Paid advertising campaigns

• YouTube channels

Typical length

60–120 seconds.

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6. Recruitment and Culture Videos

Recruitment videos help attract the right people to your organisation.

Instead of simply listing job descriptions, these videos show:

• What it’s like to work at your company

• The people behind the business

• Your culture and values

• Career opportunities

They can be used on:

• Careers pages

• LinkedIn

• Job listings

• Recruitment campaigns

These videos are especially effective for businesses competing for specialist talent.

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7. Training and Internal Communication Videos

Video is not only for marketing.

Many companies use video internally to:

• Train new employees

• Explain processes

• Share leadership updates

• Provide onboarding materials

Training videos have several advantages:

These videos often become long-term assets within a business.

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How Many Videos Does a Business Actually Need?

You don’t need dozens of videos to start seeing results.

A strong starting point could be:

From there, you can expand your library over time.

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Planning Your First Video Strategy

If you’re just beginning with video, start with three questions:

1. What do we want the viewer to do after watching?

2. Where will the video be used?

3. What question are we answering for the audience?

Clear answers to these questions will guide the type of video you create.

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Final Thoughts

Video is one of the most versatile communication tools available to businesses today. But the most effective strategies use multiple video types, each serving a specific purpose.

From brand storytelling and testimonials to explainers and training content, the right mix of videos can support your marketing, sales, recruitment, and internal communication.

At Opus Media, we help businesses create human-led storytelling that connects with audiences and drives meaningful results.

If you’re considering building a video strategy for your business, the best place to start is understanding which videos will have the biggest impact.