If you want to grow your business, you need video. A website, social media accounts, and an online presence aren’t enough anymore. Algorithms love videos because people love videos. It’s often the most entertaining and efficient way to take in information. But if you are making a video for your business, it needs to have a strategy. It needs to have a purpose. Without these, you will find that your video will get lost in the sea of content that users and your competitors produce.
At Bean Media Productions, we have 20 years of experience making corporate videos with strategy and purpose behind them. We would love to share the most common and impactful types of video that any business can benefit from producing.
Who We Are
If you were to make only one video for your business. It should be this one. Clients or customers who are outside your business have very little knowledge about it. They will likely know what it is your business does, but they don’t understand the why, the how, or if they can even trust your business. This is why a “Who We Are” introductory video is so important for your business. It helps bring you the right kind of clients and customers, and helps people understand more about your business. Most importantly, it helps people trust you.
A “Who We Are” video doesn’t need to be just some boring history lesson on your business; it can be a cool, unique introduction that will communicate all of the following to potential clients:
- Your business’s mission
- Your company’s personality
- Your business’s values
- What exactly do you do
- Who you help
- Trustworthiness
The individual style of this video varies business to business, but things that are often included are:
- Owner / Founder stories
- Behind-the-scenes footage
- Your business in action
- Team interactions
- Authentic tone (to build trust)
Put simply, “Who We Are” videos convey trust and understanding. If a client or customer doesn’t understand your business or doesn’t trust your business, then they won’t engage with it. You certainly don’t want people to think your business is a scam!
While “Who We Are” videos make for an excellent resource for a sales team, these types of videos are also great for landing pages on a website. You will typically find these videos on the homepage of a business’s website or in an “About Us” section. Putting this type of video on your website also contributes to SEO. Video can help to provide additional signals of EEAT to Google, which provides a benefit to ranking your website in organic search results.
An Advertisment for your Business
Video has become at the forefront of every marketing strategy in today’s world, but it looks very different than when we started 20 years ago. Tools like YouTube advertising have developed into Meta advertising, and other short-form advertising platforms like TikTok and Snapchat. Videos that may have been 2 minutes long 10 years ago could become 5 30-second videos in today’s digital matrix. When it comes to digital advertising, video can provide a solution at all levels of the conversion process.
When we simply look at the intentions of video advertising, we can break it down to generally 3 types of ad campaigns that a business will look into running
Awareness
This type of ad campaign gets your company’s name out there to the widest audience possible for the lowest cost. Your audience is associated with your ideal customer, but not pinpoint accurate. Machine learning signals target more people in the funnel, for a lower cost.
Consideration
This type of campaign generates traffic and leads. It finds people who are considering spending money with your business, but not necessarily directly engaging. This audience is more targeted towards your intended client, but is narrower and more expensive than awareness. The way you create this message in your video could be FAR different than the other two levels.
Conversion
This type of ad campaign is designed to turn viewers into customers or clients. “Buy our product”, “Use our service.” It is highly targeted, the most expensive type of ad campaign. These video ads and potentially landing page videos come in the form of aiming to push someone over the goal line into being a conversion.
BONUS- Remarketing/Retargeting
You can also consider an additional level of the funnel that is often overlooked, and we like to point back to a flywheel model of advertising. Using your existing success stories and the customers that you have almost converted, but not yet, can be extremely successful in the form of a video. Remarketing and retargeting your audiences with alternative messages can lead to more business, leads, or sales.
The advertisement you should serve one or more of these campaign styles: Conversion, Consideration, or Awareness. Your video should do the obvious: turn someone into a client to make you money. You might design your ad to do that more directly with a conversion campaign, or sow the seeds with an awareness campaign that is less likely to convert. Your ad budget determines your strategy; if you have a lower budget but still want your name out there and awareness campaign is for you. If you want high-quality leads (that require a higher budget), then use a conversion campaign.
Ultimately, no matter what video you’re producing, it will aim to generate ROI and get people to actually spend money with your business. That is exactly what this video should be designed for. These types of videos can have incredible amounts of variety in execution, but the main goal of all of them should be to steer your viewer toward your business, proving your product or mission is right for them.
Things to include in an advertisement are often:
- Problems
- Solutions (Features, Benefits)
- Process
- Outcome
- Clear CTA (Call to Action)
These types of videos are used as:
- TV commercials,
- Social media ads
- YouTube ads
- Other placements
Social Proof Client or Customer Testimonial
The next type of video you should consider building into your video marketing strategy is a “Social Proof” video. The purpose of this video should be to demonstrate your past work and to prove to new clients or customers that you can do what you say you can do.
Having a proven process and strategy in place is very persuasive and allows new clients and customers to have much more confidence and comfort when working with you. Like all videos, there are many techniques you can use:
- Using real customers/clients
- Using real, relatable people
- Demonstrating impressive past work.
You can use these videos as:
- An awareness, contemplation, or conversion ad
- Social media content
- A page on your website
Education and Authority
Educational videos quite obviously educate your clientele on your business. But you want to do more than teach viewers about your business; you want to specifically educate viewers on your industry or field. Like we are doing right now for you! Let’s drop all pretence for a second. By us, a Buffalo digital marketing company, educating you (a potential client) on how our industry works, it has these effects:
- It shows you that we know what we’re talking about (Authority)
- It answers questions that you have about our industry
- It demonstrates our business as trustworthy (We want to educate you so you realize the value we provide. Also, so you know we aren’t trying to scam you)
- It improves the likelihood that you will work with us
Ok, now we’ve gotten too meta with this. The point is that these videos give your business a huge amount of authority and trust as a qualified person to be talking about this and running a business in your field. Authority is a challenging thing to measure, but clients feel it when they see your video, and algorithms certainly do too. An “Educational” video basically establishes why someone should listen and work with you. These videos often include:
- FAQ’s
- Tips and advice
- Industry insights
- How things work
- Myths and bad tips
These types of videos can be
- An awareness, contemplation, or conversion ad
- Social media content
- Website content
- Specifically sent to customers/clients
Educational videos particularly perform very well for a website’s SEO. By demonstrating your authority and knowledge, search engines like Google will rank your website higher than businesses that do not demonstrate their authority.
Social / Attention Video
The final and broadest kind of video businesses that will typically benefit from is the Social Media Content / Attention Video. These videos are for organic social media growth at outreach; they’re entertaining in nature and keep your following up-to-date with current goings-on in your business while spreading your company’s name further. These videos are necessary and vital for a successful business in 2026. Function-wise, they perform the same as an awareness ad for your business, but strategy-wise, they are quite different. These videos are not ads, they are:
- Culture
- Relatable content
- Trends
- Humor
- Quick Insights
- Relatable moments
Some examples of “Attention” videos are:
- Day in the life
- Quick tips
- Reactions
- Behind-the-scenes
- And many, many more
These types of videos are meant to be entertaining and engaging, and be something that someone would want to watch in their free time on social media. They should get your viewers wondering, “Who is this in my feed?” These videos obviously grow your followers on social media, but they also contribute twords someones understanding of your business. A huge bonus!
Using Your Videos in a Marketing Strategy
If you produce these 5 unique types of videos and use them effectively, your marketing efforts will have great success. The priority of which videos you should make first depends drastically on your budget and your business. A harder-to-produce video will require a higher budget, but will create better results.
In a perfect world, where budget isn’t a factor, we would recommend producing videos like this
- Who We Are Video
- An Advertisment for your business
- Education and Authority Video
- Social Proof Customer Testimonial
During this whole time, you should be producing organic social attention videos while creating the other videos. These usually have quick turnarounds and can even be created by re-purposing your other videos, saving on time and cost!
Again, though, it depends drastically on your business. If you run an online store, advertising becomes much more importantant then education. Or if you are trying to get better, higher-quality leads, an education-based video may be more prudent.
It’s important to understand that these videos won’t go far unless used as part of a broader marketing strategy, which can include
- Your website’s design
- Your website’s SEO
- Your videos
- Your video’s SEO
- Your ad campaign strategy
- Your social media strategy
- Your email list
- And more marketing elements (like podcasts, for example)
As previously stated, we have 20 years of experience making these kinds of videos and adapting them to broad marketing strategies designed to get results and to accomplish your business’s unique goals. If you are looking for an experienced digital marketing company, look no further. Our team is skilled in (almost) all aspects of marketing, and that lets us develop a strategy that is perfect for you. Contact Us today.