Introduction

Video marketing is now one of the most powerful ways to connect with customers. As people watch more video content than ever before, having the right type of video for your business can make a huge difference. From building brand awareness to driving sales, every video serves a unique purpose. But with so many types of video production to choose from, how do you know which one fits your goals best? In this guide, we’ll break down the most popular types of video production, where they work best, and how to choose the right option for your business.

Why Choosing the Right Type of Video Matters?

Every video is not equally created. You can make any type of video, and what you make impacts your audience response and your overall marketing outcome significantly. Here is why choosing correctly is important:

• Audience Connection: Various video types match various audience tastes. Tutorials may be more acceptable for DIY fans, for instance, whereas advertising clips may be suitable for potential customers.

• Marketing Goals: Video is a malleable medium used to drive traffic, raise brand awareness, instill trust, or close leads. The right choice ensures closer correlation with your goal.

• Budget Effectiveness: Video production is an investment. Choosing a type of production that fits your objectives maximizes the return on your budget.

• Platform Appropriateness: Not all videos perform the same across every platform, some fit better than others. Short promotional videos, for example, are best for platforms such as Instagram, while in-depth documentary-type videos are best on YouTube.

With an understanding of why this choice is important, let’s dive into the different types of video production and how they’re applied.

Popular Types of Video Production & Their Use Cases

Let’s take a look at the most popular video production styles, what sets them apart, and when they work best.

Documentary Films

Documentary videos are all about real stories, real people, and real impact. They’re not just informative, they’re meant to spark emotion, shift perspectives, and leave a lasting impression. Whether you’re a nonprofit, educator, or brand with a strong message, documentaries are perfect for meaningful storytelling.

Great for when you want to:

• Shine a light on real-world issues and build emotional connection.

• Teach viewers about complex topics in an engaging way.

• Show your expertise by exploring industry trends or bold ideas.

Best For:

Brands or organizations that wish to establish trust through authentic narrative.

Entertainment Videos

Entertainment videos are designed to keep people watching, and wanting more. Whether it’s a hilarious sketch, a trending challenge, or an engaging vlog, this type of content focuses on fun and creativity. These videos are highly shareable, making them a great tool for increasing brand visibility and connecting with a wider audience.

They work especially well on platforms like TikTok and Instagram, where younger users crave short, catchy, and relatable content. Not only do they boost social engagement and drive more traffic, but they also help your brand feel more approachable and likable.

Best For:

Markets that attract younger audiences or seek to gain more followers on platforms such as TikTok and Instagram.

Educational Videos

Educational videos focus on providing value-packed knowledge in an easily digestible format. They tend to be utilized for tutorials, online lessons, or hardware installation instructions.

Use Cases:

• Describing how products or devices function.

• Instruction of an idea or skill.

• Building audience knowledge in a particular domain.

Best For:

Learning platforms, brands marketing sophisticated products, or industry thought leaders to share useful tips.

Promotional Videos

Promotional videos are all about putting your product or service in the spotlight. They’re crafted to highlight key features, share benefits, or announce special deals in a way that grabs attention and keeps viewers interested. 

Whether you’re launching something new, showcasing a seasonal sale, or explaining what sets your brand apart, these videos help get the message across quickly and effectively. When done right, they not only inform but also entertain, making them perfect for boosting engagement and driving conversions.

Best For:

Businesses with a direct goal of increasing sales or showcasing their latest products.

Informational Videos

These videos present short, factual information in a visually appealing manner. Often delivered as news-type content or brief explainers, they convey simple messages efficiently.

Use Cases:

• Answering FAQs or customer questions.

• Making company announcements or updates.

• Spotlighting solutions to typical customer issues.

Best For:

Brands dedicated to increasing audience comprehension or upholding transparency.

Corporate videos

Corporate videos are designed for formal communication, whether it’s for your team or outside business partners. Whether it’s an annual recap, a team introduction, or a message from leadership, these videos help share a company’s mission, values, and achievements. 

They’re often used to welcome new employees, provide training, or celebrate milestones. Beyond just sharing information, corporate videos can strengthen company culture and keep teams aligned and engaged.

Best For:

Large companies or organizations with emphasis on team development and organizational transparency.

Animated videos

Animated videos employ motion graphics and illustrations to visually represent concepts. Their flexibility makes them ideal for explainer videos, product showcases, and storytelling.

Use Cases:

• Comprehensive breakdown of complex concepts.

• Emphasizing data or statistics in a compelling manner.

• Including a creative, distinctive element to messaging.

Best For:

Brands seeking to simplify their message or add very innovative elements.

Things to Consider When Choosing a Video Type

Picking the right style of video is not just about creativity. It is about making sure the content matches your business goals, connects with your audience, and fits within your budget. Before starting production, it helps to think through a few important points.

1. Be Clear About your Goal

Every video should have a purpose. If you want to teach or explain something, an explainer or tutorial video works best. If your focus is on boosting sales, a promotional video or a customer testimonial can make a stronger impact. For brand awareness, storytelling and engaging visual content are often the most effective.

2. Understand Who will Watch It

The people you are trying to reach will shape the style and tone of your video. Professionals are usually drawn to content that is informative and formal, while younger viewers often prefer short, fun, and creative videos that feel entertaining.

3. Think About the Platform

Where the video will be shared is just as important as the content itself. Social media platforms usually need quick and eye-catching videos that grab attention right away. A website homepage is better suited for a polished video that represents the brand. For YouTube, longer and more detailed videos such as tutorials or behind-the-scenes content tend to perform better.

4. Plan With your Budget in Mind

Your available resources will guide what is realistic for your project. Larger budgets allow for cinematic styles or animated productions, while smaller budgets can still produce excellent results with simple explainers, interviews, or talking-head videos.

Conclusion

Selecting the right video format is just the first step, what truly drives results is how you plan and execute your video strategy. Every video you make should have a clear goal behind it. Whether your goal is to inform, entertain, promote, or build trust, your content should align with your brand’s objectives. To get the most out of your efforts, work with a skilled video production team or creative agency if needed. Professional support can ensure your message is clear, polished, and impactful.

Once your video is live, track its performance using analytics. Understand what’s working, whether it’s viewer engagement, watch time, or conversions, and use that insight to shape future content. Above all, remember that consistency matters. A strong video paired with a thoughtful strategy can significantly boost your brand’s visibility and connection with your audience in today’s competitive digital space.

FAQ’s