8 Types of Videos to Use in Your Brand Strategy

by Tanya July 27, 2020

Your brand (or an image) makes up your company. And in a digital world, brand video is highly impactful yet underused way to build a brand.

In this article, we will cover the effectiveness of a brand video, review the best types of videos, and share some tools you can use to create videos.

What makes brand videos so effective?

Why are brand videos so helpful in building your brand strategy?

Video is the most popular type of content today. Studies show that videos already drive more than 80% of all internet traffic. In addition, customers say that they prefer watching videos rather than reading texts, and videos convince 84% of people to make a purchase.

Video is also an emotional format, which means it’s more memorable than any other type of content.

8 types of brand videos

Let’s break down different types of videos by their use case:

1. Company culture video

Company culture videos are perfect for attracting the attention of both – potential employees and customers. This is because people, especially Millennials are very particular about the companies they want to associate themselves with.

In these types of videos, you can demonstrate some parts of your company’s workflow and combine them with the narration. You can also include fragments of interviews with your employees about the values of your brand.

2. Founder or CEO video

Founder videos need to showcase the charisma and personality of a founder/CEO, as well as the vision and mission of a brand.

It can be an inspirational monologue, a detailed answer to the most popular question about the brand, or the founder can just share their experience related to the founding and running of their brand.

You can use a slideshow of photos depicting important or funny moments to such a clip, just like in this video.

3. Explainer video

Explainer videos are high-level overviews of the product to a general audience – i.e what kind of problems your product can solve and who is your target audience is. Here you shouldn’t talk about the details or how your product works.

Explainer videos work well as animated voiceovers to show the problem and the solution you offer.

Do not mix explainer videos with tutorials, demos, and reviews.

Here is an example of an explainer video in animation format. Animation is dynamic and colourful – thus, it has better chances to hold viewers’ attention. Animation is also cheaper than casting people.

4. Tutorials and how-to videos

Video tutorials give detailed step-by-step instructions so that a customer can learn how to use your product. Tutorials are usually aimed at existing customers.

Tutorials can be long, detailed, and technical as you need to showcase the functionality and explain all the nuances, so it’s  best to hire a company to help you. You can google video production near me to find the best companies near you.

5. Demos and teasers

A demo or a teaser introduces a new product or a feature to your audience. It can demonstrate a product from different angles and present the main features that distinguish this version from the previous one.

6. Entertaining videos

Entertaining content is an essential part of your brand building. Funny videos can provide a release and a feel-good vibe and create great associations.

You can use some fun moments of the workflow, video interviews where your team members share funny stories etc.

7. Advertising videos

Ads are an essential part of driving business leads and increasing brand awareness. These promotional videos need to have a strong tone of voice and other recognisable elements of a brand to be effective and grab people’s attention immediately.

Advertising videos are the pre-roll ads you see on Youtube, as well as ads you see on TV.

8. Video reviews from customers

Positive testimonials from your customers can highly increase the trust of your target audience. This is a kind of user-generated content that can help people feel closer to your company.

In a video review, a customer can show the product in detail and tell how it helped them solve a problem they have faced. Besides talking about the features of a product, a customer can give feedback on your customer support.

For example, you can take a look at this testimonial video. It includes many fragments with short feedback from different customers.

Helpful tools and tips

Below are some tools for content creation, optimising, and posting.

You’ll need video editing software.

To make your videos look smooth and professional, you can use a desktop program or an online service for video editing.

If you create tutorials, how-tos, and explainers on your Windows computer, you’ll need a Windows 10 screen recorder.

Then, once the video is created, you need to optimise the text (title, description, tags etc) of your videos before posting them. Using keywords is a must today as it can help your audience find you organically. So you can use a SEO tool for searching the most relevant keywords. A tool for search queries analysis can also help you with this task.

When it comes to posting, you can use a social media management tool Sprout Social that can help you to manage, schedule, and even automate posting for the best times and timezones.


There are many types of brand videos to choose from. Though we have offered you some ideas and hints, there isn’t a definite direction that would suit every brand.

So analyse your competitors, experiment, and be creative – your uniqueness may be the key to success.

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The first Millennial blogger in the UK. Twitter @_luckyattitude


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  • Norbert

    I’m always looking forward to reading your weekly digests. Thank you!