Different Types of Video: Choosing the Right One for Your Brand
In the US a Tomato is one of the most common vegetables (or fruit, depending on who you ask) in the United States. There are over 10,000 varieties, each requiring different climates, soil types, and care to thrive.
Video content is much the same. There are countless styles and formats, all serving different purposes in marketing and storytelling. If you’re looking to create a video for your brand but aren’t sure what type suits your needs, things can get confusing quickly.
To make things simpler, here are four main types of video that businesses and organizations use to connect with their audiences.
1. Brand Videos
Imagine an artist like Van Gogh, Picasso, or Rembrandt. Their paintings are instantly recognizable because of their unique style. In marketing, your brand is your artistic style, and your content is your artwork.
A brand video tells the story of your business or organization in a way that reflects your unique identity. It highlights your mission, values, and personality, helping your audience understand who you are.
How to Use Them
Brand videos are typically used on company websites, social media, or presentations. Many businesses create a series of brand videos, such as:
An introduction video to welcome new customers.
A mission video to explain why your business exists.
A services video to outline what you offer.
These videos typically last 3–5 minutes but should be concise enough to hold the viewer’s attention.
Challenges
Your brand must be fully developed for the video to be effective. If your messaging is inconsistent, the video won’t resonate.
Branding must be consistent across all platforms. If your video doesn’t match your other content, customers may struggle to connect with your identity.
2. Commercials
Do these phrases sound familiar?
“It’s Truck Month!”
“I’m Lovin’ It.”
“The Quicker Picker Upper.”
If so, it’s because commercials are designed to stick in your mind. They introduce a product, service, or idea and make it unforgettable.
Commercials place your product directly in front of the viewer, using strong visuals, catchy slogans, and emotional appeal.
How to Use Them
TV commercials
Radio ads (yes, they still exist!)
Streaming platform ads
Social media ads
A 60-second commercial can often be repurposed into 30-second social media ads for wider reach.
Challenges
The term “commercial” can be vague. Small business owners may think of any video as a commercial, while video professionals may define it differently. Be clear on what you want!
Commercials can be expensive. Not only does production require an experienced team, but media platforms often charge per second of airtime. A 30-second ad is cheaper than a 60-second ad, but longer ads allow for deeper storytelling.
3. Testimonial Videos
Have you ever listened to a couple tell their love story? They share every detail—the excitement, the struggles, the unforgettable moments—making you feel like you were there with them.
A testimonial video works the same way. It tells a real person’s story, showcasing their experience with a product, service, or organization in a way that builds trust and emotional connection.
How to Use Them
Post snippets on social media.
Feature them on your website.
Send them to potential clients.
Show them at events or fundraisers.
Testimonials create credibility and influence, making them one of the most effective forms of marketing
Challenges
Relatability Issues: If the person giving the testimonial doesn't reflect the target audience, the message might not resonate or feel relevant. So when putting together a testimonial make sure that you know your target audience and guide questions that help the story relate to the audience.
Capturing Clear, Impactful Messages: Testimonials can sometimes lack focus or clarity, making it hard to communicate key benefits effectively. Something that helps with clear messages is planning content and guided questions ahead of time. This will help clearly direct them the way you are desiring it to go and also helps tell the story in a clearer way.
4. Social Media Videos
Think about the last time you pulled out your phone. Were you texting? Taking a photo? Playing a game?
Chances are, you were scrolling through social media. Platforms like Instagram, TikTok, Facebook, and X (formerly Twitter) thrive on short, engaging video content.
People use social media with a “what can I get out of this?” mindset. Your videos should offer value—whether it’s entertainment, education, or inspiration—to keep them watching.
How to Use Them
Post directly to Instagram and Facebook (Meta allows you to schedule posts in advance).
Adapt content for TikTok or YouTube Shorts.
Test different formats to see what resonates with your audience.
Challenges
Short Attention Spans: Viewers often scroll quickly, so videos must grab attention within the first 3 seconds or risk being ignored. So make sure that you are putting out relevant and concise content. Using a good text hook or interesting visuals help keep viewers interested.
Content Oversaturation: With millions of videos uploaded daily, it's challenging to stand out and maintain consistent audience engagement. Make sure to view how your posts are doing and adjust your format if something seems not to working.
Each platform has a unique audience and algorithm, so research which works best for your content before posting.
With so many video types available, choosing the right one depends on your goals. Whether you need brand awareness, product promotion, customer testimonials, or social media engagement, there’s a video format that fits your needs.
Have Questions? Let’s Chat!
Not sure which video style is right for you? Leave a comment or DM us at @blumevideo—we’d love to help you tell your story!
