Types of Videos for Business: Go Behind the Scenes

Woman recording video for her restaurant blog with the help of a videography agency

Article Highlights

Although they have their purpose, photos alone aren’t enough for businesses anymore.

But with so many types of videos available, how can businesses find the right ones for them?

Preferred Categories of Videos

Videography agencies — expert teams in this field — tend to recommend multiple video formats customized for the types of people they’re trying to reach across these platforms. Here’s a breakdown of what else these businesses should consider.

Brand Films

The main goal of a typical brand film is to represent a company’s spirit and character. Typically running one minute or less, these videos go beyond mere advertisements; they evoke emotions and inspire action. Think of your own brand film project as a video trailer.

By putting the human side of an organization first, brand films build loyalty and recognition — so of course, we’ve released one of our own, too!

Laurelow | 2023 Intro Video

Testimonial Videos

Testimonial videos feature satisfied customers sharing their positive experiences with a company’s products or services. These authentic endorsements serve as powerful social proof, reassuring potential customers of quality and credibility.

Similarly to brand videos, testimonial videos like the one we’ve created below can put real faces and voices behind your own brand.

PrepWithMo | Kamala's testimonial

However, through specific use cases and success stories, these videos are evidence of tangible results and ROI, making them especially persuasive for those who are in the consideration stage of the buying journey.

Product Demonstrations and How-To Guides

Educational videos such as product demonstrations and how-to guides will show your offerings in action. Whether demonstrating the features of a new product or providing step-by-step instructions for using a service, these videos help potential customers understand what kind of value they can expect from you.

Behind-the-Scenes Footage

Behind-the-scenes videos offer audiences glimpses into the inner workings of a business. They build authentic transparency through special insight into what work there is like and what types of people work there.

Explainer Videos

Explainer videos simplify complex concepts or processes with exciting visuals and straightforward narration. These informative videos are ideal for introducing new products or services, explaining how they work, and addressing frequently asked questions. By providing clarity and value, explainer videos help businesses establish authority and credibility.

Social Media Content

From entertaining skits to short product demos and so much more, social media videos allow businesses to connect with their audiences in fun and engaging ways.

Woman recording video for her restaurant blog with the help of a videography agency
With social media platforms bringing in massive audiences, businesses are telling stories that matter to vast numbers of people.

Let’s talk about some of the most common places you can upload videos on social media.


Owned by Google, YouTube is the largest video-sharing platform globally, with billions of users and a wide range of content in both long-form (regular horizontal videos) and short-form (vertical Shorts up to 60 seconds) content, such as complete and partial tutorials, vlogs, and documentaries.

YouTube’s search and recommendation algorithms help videos reach a broader audience, making it an ideal platform for building a subscriber base.

Creators can monetize their content through advertising, sponsorships, and merchandise sales, providing avenues for revenue generation.


TikTok is a rapidly growing short-form video platform that emphasizes creativity and entertainment. Its algorithm promotes content virality, enabling even new creators to gain traction quickly.

With its focus on short videos simply called TikToks, TikTok is particularly popular among younger demographics, making it an excellent platform for brands targeting Gen Z and Millennials.

TikTok’s suite of editing tools and effects encourages experimentation and innovation.


Instagram’s video features — including Stories, Reels, and IGTV — provide diverse formats for sharing video content.

Stories offer content that disappears after 24 hours, perfect for behind-the-scenes glimpses, product teasers, and real-time updates.

Reels allow for short, engaging videos set to music, ideal for creativity and humor.

IGTV enables longer-form videos, providing opportunities for in-depth tutorials, product demonstrations, and storytelling.

Instagram’s visual nature and emphasis on aesthetics make it an ideal platform for showing off products, lifestyle content, and brand identity through video.

Components of the Best Videos


When it comes to creating video content, you’ll want to understand the different parts of filming. Each of these components plays a role in shaping the narrative, enhancing visuals, and maintaining engagement from viewers.

  • A-roll: The primary footage that carries the main storyline or message of the video. It typically features interviews, dialogue, or any other essential content. When shooting A-roll, make sure that cameras capture clear and compelling shots of your subjects, making sure that their expressions, gestures, and emotions are effectively conveyed on camera. Pay attention to lighting, composition, and audio quality.
  • B-roll: Supports and enhances the A-roll. It includes shots of other scenes, activities, or details that provide context and depth. B-roll can be used to cover transitions, illustrate key points, or add visual variety to the storytelling process. Explore different angles, perspectives, and camera movements to capture more fascinating footage.
  • Cutaways: Cutaways are brief shots of secondary subjects or details added throughout the video to break up any more monotony. Cutaways help maintain continuity and flow by covering edits or transitions between scenes. They can include shots of the environment, objects, or actions related to the main subject matter.
  • Establishing shots: These are wide-angle shots used at the beginning of a scene or sequence to introduce the setting, location, or context. They set the stage for the action and dialogue that follows. When capturing establishing shots, prioritize composition and framing.
  • Inserts: Inserts are close-up shots of specific objects, details, or actions that highlight important elements of the story. Inserts are often used to emphasize visual cues, gestures, or expressions that may be missed in wider shots.


You can’t have a completely professional-looking video without some kind of animation! Here are the most common types of vector motion graphics.

  • Lower thirds: Animated graphics that appear in the lower part of the screen, typically displaying text such as names, titles, or descriptions. They are commonly used in videos to provide context or information without interrupting the main content.
  • Logo reveal: Animation that introduces a brand’s logo in an engaging and memorable way. Logo reveals can range from simple animations to elaborate sequences, helping to establish brand identity.
  • Character animation: Animation involving the movement and interaction of 2D or 3D characters, whether human, animal, or fictional. Character animation adds personality and storytelling elements to videos, making them more relatable and entertaining for viewers.
  • Whiteboard animation: Animation style mimicking the process of drawing on a whiteboard, typically used for educational or explanatory purposes. Whiteboard animations often feature a hand drawing illustrations or diagrams while explaining concepts or narrating a story.

The secret to effective video marketing lies in understanding the needs of your audience and selecting the right types of videos to meet those needs.

Incorporating a mix of brand films, testimonial videos, educational content, and social media shorts into your video marketing strategy can help your business stand out and thrive.

For small businesses seeking to make a mark on platforms like YouTube and TikTok, leveraging these video formats and ideas can be the catalyst for success in reaching their customers like never before. Don’t miss out on the opportunity to grow your small business with our videography at Laurelow!

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