Given that practically every company has now recognized the potential of online video as a powerful, high-converting marketing tool, it’s no longer a question of if your brand will use video – it’s a question of which one.

There are a good number of video options available to suit a marketer or brand’s specific needs. In the case of corporate video production, there are five most commonly-used types of videos that can boost brand awareness, increase conversions, and communicate effectively with your existing consumer base. Each of these types of videos are highly effective, but they’re also needs-specifics. The trick is in recognizing which one you should use.



Right off the bat, brand videos are – as the name suggests – a great way to build brand awareness. They’re the audio-visual equivalent of billboards or flyers plastered everywhere; their job is just to get the brand name out there. They can run anywhere between sixty seconds to a minute and thirty – just short enough to keep people interested until the end, where the brand name is usually revealed.

Because they’re so bite-sized, brand videos are great for sharing via social media.


Testimonial videos are arguably more effective than written testimonials. Given that anyone can make a fake social media account using a generic name and a generic profile picture, testimonials left as comments or reviews on a website can still leave room for doubt.

A testimonial video, on the other hand, is compelling. Having an actual human being behind the camera, talking about their experience with your brand or company, can really up the plausibility of your brand.

Testimonial videos are best used as static elements on your website, where people can click on whichever one catches their eye.


Flyers and print graphics are great for announcing the most basic details – what, when, where, and how. But if you really want people to understand the product you’re releasing, a short, sweet, product announcement video can do wonders.

One good example of corporate video production done right – as far as product announcements is concerned – is Google’s Google, Evolved video, which they launched to announce a new logo and a new parent company, Alphabet. It was two minutes of captivating animation the succinctly captured Google and its progress.


Product demos are often lumped in with how-to videos, given that they both explain how a gadget, product, or service works. An infograph was actually released this year, stating the top video categories on YouTube. How-To’s / Demo videos nailed the number two spot.

People love demo videos due to their almost interactive feel. They get to see exactly how the product works – especially if it’s one meant for day-to-day use. The concept of seeing the product in action for themselves is so attractive because it eliminates doubt. If people see that what they’re planning to buy can, in fact, be used the way they want it to be used, they’re more likely to buy.

For the consumers who have already bought the product, product demos provide them easy-to-follow audio and visual instructions on how to use the product.

Product demos are typically a little longer than other corporate videos. They’re best used as static elements on your company website or as popular uploads on your company’s YouTube channel.

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