5 Types of Videos Every Business Should Invest In

At Ideal Insight, we believe powerful content doesn’t just tell people what your brand does, it shows them who you are. And when it comes to showing, nothing beats video.

In 2025, video has evolved from a “nice-to-have” to a non-negotiable part of every brand’s marketing toolkit. It’s how people discover you, understand your value, and decide whether to take the next step. But with every business hitting ‘record,’ the question is no longer should you create video, it’s which videos should you create?

Not all video content delivers equal impact. Some formats are built to inform. Some to persuade. The best ones do both while staying strategically aligned with your brand goals. Whether you're a startup introducing yourself to the world or an established name looking to scale your presence, these are the 5 types of videos every business should be investing in:

1. Brand Story Video

Your brand story video is more than just an introduction, it’s your origin, your ethos, and your why, all wrapped into one. It brings together the heart of your business and presents it in a way that feels honest, human, and unforgettable.

In a noisy world, people crave connection. A well-created brand story does more than just explain what you do, it reveals why you care, and why others should too.

You’ll often find this video on a website’s homepage, About Us page, pitch decks, or as a pinned post on social channels. It works best where people are trying to understand who you are and what you stand for. The result? Stronger brand trust and an emotional connection that turns passive viewers into loyal followers.

2. Product Explainer Video

No matter how brilliant your product is, if people don’t get it, they won’t buy it. That’s where explainer videos come in.

Whether it’s a physical product, a tech solution, or a niche service, explainer videos break down the what, why, and how in a way that’s visual, digestible, and action-driven. From sleek 3D animation to live-action demos, these videos act as your 24/7 sales assistant answering questions before they’re even asked.

These videos are most effective on product pages, landing pages, digital ads, and during onboarding, anywhere a clear and visual explanation can simplify the user experience. When done right, they help lower bounce rates, address common questions upfront, and significantly boost conversion rates. A great example? Mission Wraps. Their video takes a simple product and explains it with clarity, personality, and purpose, exactly how a product explainer should feel.

3. Testimonial or Case Study Video

People trust people. And nothing validates your product or service like hearing real experiences from real customers. Testimonial and case study videos offer credibility in a way that’s authentic and deeply persuasive.

More than just “reviews,” these videos let potential clients hear your success stories straight from those who’ve already walked the path. Whether it’s a short testimonial or a deeper case study, the power lies in the storytelling focusing on the challenge, the solution, and the result.

These videos thrive in B2B campaigns, sales pitches, proposal decks, or even as retargeting content in digital ads. They play a crucial role in helping viewers move from interest to decision, by offering tangible proof that your product delivers real results.

4. Social Media Short-Form Video

In today’s fast-scrolling world, you’ve only got a few seconds to catch someone’s eye. That’s where short-form videos like Reels, TikToks, and YouTube Shorts come in, they’re quick, engaging, and get straight to the point. These videos are platform-native, built to entertain, educate, or inspire in under 60 seconds.

The trick? They don’t feel like ads. They feel like content worth watching.

Short-form video is your playground for creativity, behind-the-scenes moments, user-generated content, bite-sized tips, product teasers, trend adaptations. Whatever the format, the goal is clear: drive engagement quickly and authentically.

These videos live on fast-moving social platforms like Instagram, TikTok, YouTube Shorts, even LinkedIn. Their strength lies in building brand visibility, expanding your reach, and shaping a personality that feels relevant, relatable, and real.

5. Culture or Recruitment Video

Your culture isn’t just an HR asset, it’s part of your brand. Especially in a hiring landscape where people choose purpose as much as pay, showing your company’s personality and values can be a game-changer.

Culture videos give your audience whether they’re job candidates, clients, or collaborators, a front-row seat to your world. They highlight your team, your environment, your energy. And most importantly, they show you’re not just a logo, you’re a living, breathing company made of real people.

These videos are most powerful when featured on careers pages, LinkedIn, recruitment drives, and internal comms. They boost internal engagement, help attract like-minded talent, and communicate values in a way that feels both genuine and grounded.

To Sum Up

At Ideal Insight, we believe video is more than just pixels and sound, it’s one of the most effective ways to move people and move the needle.

When done right, each of these five formats can unlock a different kind of growth for your business from deeper trust and clearer messaging to higher engagement and real results. And the best part? You don’t have to choose just one.

Looking to build a video strategy that performs as good as it looks? Let’s talk. Let’s create something memorable. Let’s get rolling.

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