When it comes to marketing your business, the challenge isn’t a lack of options — it’s knowing which ones actually move the needle. With endless channels, formats, and tactics available, most teams end up spreading efforts too thin or creating content that doesn’t drive results.
Video is one of the most effective tools in your marketing stack — but only when it’s used intentionally. Not every video serves the same purpose, and not every video should be created the same way. The difference between content that performs and content that gets ignored comes down to choosing the right video for the right moment in your buyer journey.
At VID, we approach video as a system — not a series of one-off projects. That means identifying the core video assets your business needs to consistently attract, educate, and convert your audience.
In this article, we break down the five essential types of videos every company should have in place to market strategically, build trust, and drive measurable growth.
Video Ad
The YouTube audience is huge.
The video hosting service receives nearly 2 billion views every single day.
This means that using YouTube as a platform for promotion is a great way to get your message out to the masses. But how do you use it to your advantage?
To start, consider setting up your video as a pre-roll ad. This allows you to promote your brand to the viewers before the video they want to watch begins playing. If they watch for 30 seconds or more, then you’ll only be charged for the ad time that they watched and not the whole video! It’s free advertising!
Testimonial Video
The power of social proof is huge, and it's especially important in business. A viewer is more likely to believe a real person than a corporation, and the credibility of your business will increase.
The average consumer makes up their mind in the first 10 seconds they view a video.
So you want to make sure that during that time, they can tell if your business is professional or not.
All in all, the testimonial video is one of the most straightforward ways to show potential customers that someone else is already going above and beyond for you.
It’s an effective way to prove your worth, and it’s something that will work for just about any service business out there.
So if your company hasn’t already invested in a testimonial video, consider adding one to your digital toolbox.
Introduction Video
If you’re introducing a product or service to consumers—or even investors—for the first time, an intro video is one of the most effective ways of doing this. Video is the quickest way to relay what your company is about and makes you stand out from the crowd.
There are also a lot of ways to make your intro video specific to you and your business. Some companies use animation while others use real people or a combination of both.
Product Video
Have you ever wanted to buy a product, but didn’t want to take the risk?
Product videos are here for you. They’re awesome!
Product videos are short, snappy videos that showcase a product’s unique selling points in a clear and digestible manner. They are a great sales tool for your brand and extremely valued by the viewer.
Product videos act as a preview for the product and enable the viewer to ‘test’ the product before making a purchase. Use the product video to pre-empt and address any questions or concerns a potential customer may have.
Social Media Video
Okay, business owners. We have some news for you.
In fact, it's a little bit of a secret. But we know you're going to love it: It's really easy to get people to watch your videos. All you have to do is post them on your website and YouTube.
Make sure your video has useful content in it. If you think about the type of information that people would find useful in your industry, then you can use that as a starting point for the content of your video.
What are people searching for when they come across your website?
What questions do they typically ask?
Those could be excellent topics for a video on your website or YouTube.
What's more, as long as you're producing regular content on YouTube, new customers will keep finding you by searching YouTube, where they'll see your videos and click through to your site.
These types of videos can help your business get the word out to other potential customers and clients, which is the first (and perhaps scariest) step when it comes to getting more exposure.
So, now we have an idea of what videos every company needs to provide for their clients and customers.
Video marketing is here to stay and it’s only getting better!
The goal isn’t to create more video. It’s to create the right video, consistently.
When you have these five core video types in place, your marketing becomes more structured, your messaging becomes clearer, and your content starts working together instead of in isolation. Each video plays a role, supporting a different stage of the buyer journey and helping move prospects from awareness to decision.
Most teams struggle not because they lack ideas, but because they lack a system to produce and deploy video effectively. That’s where the real advantage comes from — turning video into a repeatable engine, not a one-time effort.
If you’re looking to build that foundation, start with these essential video assets. Focus on clarity, consistency, and purpose.
And if you want to scale beyond that, VID can help you install the system to produce, manage, and distribute video as a true growth channel.
