Top 5 Types of Business Videos & When to Use Them

What are the most effective types of business videos to use, and when?

Business videos have become one of the most powerful tools in a company’s content arsenal. From brand storytelling to product showcases, video plays a crucial role across the entire customer journey. But not every video fits every purpose. Choosing the right type, and knowing when to use it, can make the difference between average performance and exceptional impact.

If you’re looking to elevate your video strategy, especially with a trusted Melbourne video production service, understanding your options is step one.

1. Explainer Videos: When You Need to Clarify or Educate

Best for: Homepages, product pages, landing pages, SaaS onboarding
Stage: Top or Middle of Funnel (TOFU/MOFU)

Explainer videos simplify complex concepts. Whether it’s a product feature or a service breakdown, these videos teach and clarify, usually in under two minutes. They’re perfect for capturing attention quickly while delivering meaningful content that informs. Consider using animation or screencast formats if you’re a tech or software company.

An explainer is also great when your product or service is new, unfamiliar, or hard to visualise.

2. Product Demo Videos: When You Need to Show, Not Tell

Best for: Product pages, eCommerce platforms, sales decks
Stage: Middle or Bottom of Funnel (MOFU/BOFU)

Customers often want proof. Product demos give them just that. A clear video that walks through the functionality, features, and benefits of your product can reduce friction in decision-making and instil confidence.

If you’re selling a physical item or software solution, a demo allows you to highlight exactly how it works, showing real-world application and value.

3. Customer Testimonial Videos: When You Need to Build Trust

Best for: Landing pages, About pages, sales presentations
Stage: Bottom of Funnel (BOFU)

Word-of-mouth still matters, but video makes it scalable. A strong testimonial video, featuring a real customer speaking candidly about your service or product, adds credibility that written reviews often lack.

It’s particularly powerful in industries where trust is paramount, like professional services, healthcare, or B2B.

You might even consider combining these with your business photography efforts to maintain visual consistency across media.

4. Brand Story Videos: When You Need to Connect on a Human Level

Best for: Social media, About pages, event presentations
Stage: Top of Funnel (TOFU)

People buy from people. A well-crafted brand story video introduces the human side of your business—your mission, your team, your values. It’s not just about what you do, but why you do it.

When done well, it sparks emotion and loyalty, encouraging viewers to align with your brand ethos. This is an ideal format to use across platforms like LinkedIn or Instagram for broad visibility.

5. Training & Onboarding Videos: When You Need to Scale Internal Communication

Best for: HR portals, internal comms platforms, new employee emails
Stage: Post-conversion / Internal

Not all business videos are public-facing. Some of the most impactful are used internally. Training videos streamline onboarding, improve employee confidence, and reduce repetitive training sessions. They also help ensure consistency in message and delivery.

They can even support customer onboarding, especially in SaaS and service-based sectors, providing value long after the sale.

Why Matching the Right Video Type to the Right Moment Matters

Each business video serves a different purpose. Misuse leads to missed opportunities. A testimonial video won’t generate awareness if no one knows who you are yet. An explainer video might be wasted if your audience is already convinced.

Understanding where your viewer is in the buyer’s journey, whether they’re just discovering you or ready to convert, helps you deliver the right video at the right time.

Recap:

• Explainer Videos – Simplify complex ideas (great for top or middle funnel)
• Product Demos – Show your product in action (middle to bottom funnel)
• Testimonial Videos – Build trust through social proof (bottom funnel)
• Brand Story Videos – Share your mission and values (top funnel)
• Training Videos – Standardise internal processes or post-sale onboarding

To see how this fits into your full content strategy, explore our web design for small business and branding services in Melbourne to ensure every visual asset, from video to site layout, works cohesively to build trust and drive engagement.

Looking to craft compelling business videos that engage, convert, and elevate your brand?
Get in touch with our Melbourne videography team and let’s bring your message to life.