15 different video types to help grow your business

No matter the size of your business, companies of all sizes are looking to video to extend their marketing strategy in the modern, digitised world. Video has become a useful asset for marketing in every industry, but like many tools you come across, it can be confusing trying to work out what type is best for your business. 

There are a huge variety of video types to choose from, and they all serve different purposes. Having a good handle on the type of video you’re looking to create can do wonders for your overall campaign, both in terms of planning and when it comes to the final product.

So, what are the different types of video you can use?

• Product videos
• Explainer videos/How to
• Behind the scenes (BTS)
• Talking head
• Case study
• Brand videos
• Teasers 
• Social media post
• Tutorials
• Expert videos
• Recruitment
• Webinars
• Events
• Customer testimonials
• VideoAsk

This list is exhaustive and may look daunting at first glance, but let's break them down together.

Want to learn more about how to create great video content for your B2B marketing campaigns? Download a copy of our 'Complete guide to B2B video marketing' here:

1. Product videos

This type of video is perfect for showing off a specific product or service, and usually includes a brief demonstration of the features of the product or service in question. It shouldn't go into massive detail, as anything more in-depth would be more suited to the explainer video. A product video generates brand awareness and provides the viewer with an all-encompassing view of the product benefits, and working with a social media influencer or brand ambassador can boost this effect tenfold.

Here are some examples of product videos:

2. Explainer video

The aim here is to teach your audience something they didn't know prior to viewing. Often, explainer videos might include some of the same things as the product video, but in much greater detail. In a B2B context, this could be done by showing a specific function of the product. These videos can be very brief and to the point which is what can make them so successful.

3. Behind the scenes

This video format is a great way to humanise your company and give a face to the brand. This content feels grounded in reality and is a great way to build trust with clients. It is a perfect tool for social sharing, as it gives the customer a peek behind the curtain at your company - this format is also very easy to shoot with a minimal production budget.

Examples of behind the scenes videos:

4. Talking head

Generally speaking, this is the most common video format you will see businesses produce because it’s a fantastic asset to accompany a blog post on the same subject. We all know that video has a much higher rate of engagement than a purely text-based post, with 97% of marketers claiming that videos aid the viewer in understanding the product and brand. 

Talking head videos are fairly simple to plan and produce, depending on the quality you’re aiming to achieve. This format usually consists of only one talking point and uses a single person, but there will occasionally be exceptions to this. They can be fast to create and can instantly bring life to your accompanying product.

Examples of talking head videos can be found below:

Ready to create compelling, high-quality videos of your own? Get your free copy of our 'Complete guide to B2B video marketing' here:

5. Case study

Case studies are similar to customer testimonials but generally tend to go into finer detail on a customer’s specific problem that your business has helped solve, including how you’ve improved their working experience. Case studies are structured and scripted in a way that ensures your USP comes across clearly, unlike customer testimonials which are usually unscripted. 

This type of video gives you an opportunity to tell a compelling story about your product. You can go beyond the customer’s own experience, and talk about your product’s features and benefits in greater detail. Be sure to include measurable, positive outcomes that resulted from the client opting for your product.

Examples of case study videos: 

6. Brand video

This type of video would appear on your homepage, showing every new visitor exactly who you and your business are. A brand video encompasses your business in just one video and represents your aesthetic, your culture, and your brand. If done well, this video can draw large amounts of engagement. 

A brand video can be much more of a complex process compared to other formats, with a higher budget and lengthier planning time - but we think it’s worth it.

Examples of brand videos: 

7. TEASER VIDEO

A teaser video is exactly that, a teaser of something you’re looking to unveil. Normally done via short, snappy, and neatly-edited video that leaves the audience in a state of suspense. This could be teasing something as humble as a blog post, to something as grand as an event you’re planning with thousands of attendees.

Teaser videos are easily shareable over your social platforms and perfect for generating hype around the product/event you’re going to unveil.

Examples of teaser videos can be found below: 

8. SOCIAL MEDIA VIDEO

Much like the aforementioned teaser video, a social media video is a small insight into what your business is up to, whether it’s on your own website or a social media platform. This could be as simple as promoting your latest company hire, to promoting your new website or product. These videos can be shared directly onto your social media, e.g. your Instagram story, and are proven to boost conversions and engagement.

Examples of social media videos:

9. TUTORIAL

A tutorial video’s main purpose is to teach the viewer something new, differing from a how-to or explainer video due to its specific step-by-step structure.

So, maybe you’ve been contacted by a client of yours posing a very specific question to you that hasn’t already been covered in a blog post or product video. Tutorial videos are perfect for this situation - explaining a very small part of your product to someone who’s having difficulty.

You could produce a small personal video for that client, using an application such as Vidyard, utilising their screen share functionality to help with that problem. Alternatively, you could make an overarching tutorial for all internet visitors to access. Either way, tutorial videos are a great way to show your clients you have their best interests at heart.

Example of a tutorial video:

10. EXPERT INTERVIEW

The intention of an expert interview is to educate your audience, showcasing your company's specific or niche knowledge. This type of video focuses primarily on experts and thought leaders within your business, or they can include other experts in your field, generally shot as a conversational experience. It’s good practice to gather a variety of experts, as this shows multiple viewpoints and a wealth of information.

Example of an expert interview:

Ready to start your B2B video journey? Master video with our 'Complete guide to B2B video marketing' eBook:

11. RECRUITMENT VIDEO

This video does exactly what it says on the tin. A recruitment video’s intention is to advertise an opportunity/job opening at your company and to try and sell the viewer on why they should work with you. You could do this through a ‘meet the team’ style video on your recruitment page or even a short text-only video shared via your social media. Studies have shown that job postings with video get 12% more views, and result in 34% more applications.

The ways in which this style of video is shot is really up to you, depending on the budget you’re looking to spend - get imaginative!

Examples of recruitment videos: 

12. RECORDED WEBINARS

Recording webinars, if you’re not already, is a fantastic way to show off your company's knowledge around a specific topic. If you’re already holding Webinars and not recording them, you’re missing out on a slew of opportunities. When compiled and edited, webinars can be a fantastic resource and knowledge pool for your website.

Example of a recorded webinar:

13. EVENT VIDEOS

Event videos can cover a variety of different viewpoints. They can provide a bit more of a personal insight into your company, much like a BTS video. Seeing another professional's personal experience at a hosted event can be very interesting, and draws attention to your business. If it's an event that your business is hosting, it can function as a company showcase to promote upcoming events. These videos can even be accompanied by a blog, giving further insight into the event and driving engagement even more! 

Example of an event video:

14. CUSTOMER TESTIMONIALS

Customer testimonials are first-hand customer accounts of their experience working with your business and using your products. These testimonials can be a powerful tool to leverage potential new customers and show your value as a business.

They can generally be unscripted but it's always wise to work with your client to make sure they’re really hammering home your USP - it certainly wouldn’t do harm to provide an authentic script or points they can follow. It’s ideal if you can include how the client first started working with you, what problem you solved, and how you are continuing to help them, offering a concise review of your product.

Example of a customer testimonial:

15. VIDEOASK

VideoAsk is a piece of software that should be a lot more popular than it currently is! Picture a video-based chatbot, laid out in the same way as a standard chatbot, but with an interactive element via video. With it being a relatively new piece of software, utilising VideoAsk gives you the added benefit of standing out from the crowd.

some of the most exciting features of VideoAsk are:

• Multiple answers to questions
• Allows customers to book meetings directly into your calendar
• Massive compatibility with applications such as HubSpot and Slack
• Inbuilt captions and subtitles for accessibility
• Customisation to match your brand
• Compatible with your mobile phone, with great results

Examples of a VideoAsk:

SO, WHERE DO I START?

As you can see, there's a massive variety of video formats and they can all be leveraged in different ways to benefit your business. Here at Axon Garside, we recommend that you do your research before jumping into making a video for the first time. If you have a clear direction in mind, the final product will always turn out to be more polished.

Video doesn't have to be complicated and costly, there are a variety of amazing tools out there that can help you achieve high-quality video that you can start using right away, such as Vidyard and VideoAsk.

With a team of experts in all fields at Axon Garside, not only can we help you create amazing videos, but we can aid you in getting your new masterpiece seen by the right people with our SEO, CRO, and Inbound specialists helping you on your video journey.

If you want to find out more about how you can transform your B2B business and take your video to the next level, we've created a free download of our eBook to help you discover all you need to know about B2B video - from planning to completion, and beyond.