The main types of business video are corporate videos, explainer videos, testimonial videos, recruitment videos, product videos and social videos. Each one does a different job, from building trust with a prospective client to walking a new customer through how something works. Most companies end up using a mix rather than relying on a single format.
The trick is matching the format to the goal. Below is a plain guide to each type, what it is good for, and where it tends to fit in the buying journey, so you can decide which is worth your budget first.
The Main Types of Business Video at a Glance
Here is a quick reference before the detail. Use it to spot the formats that match what you are trying to achieve right now.
| Type of video | Best used for |
| Corporate video | Introducing the company, its people and its values |
| Explainer video | Making a product, service or idea easy to understand |
| Testimonial video | Building trust through real client stories |
| Recruitment video | Attracting the right candidates and showing the culture |
| Product video | Demonstrating a product and its benefits |
| Social video | Reaching and engaging audiences on social platforms |
Six Types of Business Video and When to Use Them
1. Corporate Video
A corporate video introduces who you are. It might cover the company story, the leadership team, your values or the way you work, and it usually sits on a homepage, an About page or a sales deck. Think of it as a considered first impression for clients, partners and investors who want a sense of the business before they engage. It is rarely about a hard sell and more about credibility.
2. Explainer Video
An explainer video makes something complicated easy to grasp, often in under two minutes. It is ideal when your product or service needs a moment of clarity before anyone will buy, whether that is a software platform, a financial service or a technical process. Explainers can be filmed, animated or a blend of both, and they work hard on landing pages where a visitor needs to understand the offer quickly.
3. Testimonial Video
A testimonial video lets your clients do the selling for you. A genuine, well-shot customer story carries more weight than any claim you make about yourself, which is why testimonials are so effective later in the buying journey, when a prospect is close to deciding. Keep them honest and specific, since a polished but hollow testimonial does more harm than good.
4. Recruitment Video
A recruitment video shows candidates what it is actually like to work with you. The strongest ones feature real employees, real spaces and a clear sense of culture, rather than stock smiles. Used on careers pages and in job adverts, they help attract people who fit and quietly filter out those who do not, which saves time on both sides.
5. Product Video
A product video demonstrates what something does and why it matters. It can range from a clean studio piece showing a physical product from every angle to a walkthrough of an app in use. These videos suit product pages and online listings, where a buyer wants to see the thing in action before committing, and they often reduce the questions a sales team has to field.
6. Social Video
Social video is built for the platform it lives on. That usually means shorter, vertical and designed to make sense within the first few seconds, often without sound. The aim is reach and engagement rather than a deep explanation, so social cuts frequently start life as footage from a larger shoot, repurposed into clips for Instagram, LinkedIn, YouTube or TikTok.
Which Type of Video Should You Make First?
Start with the goal, not the format. If prospects do not understand your offer, an explainer video earns its place first. If they understand it but hesitate, a testimonial video tends to move them. If you are growing the team, a recruitment video pays off, and if you sell a physical product, a product video usually does the heavy lifting.
A practical approach is to plan one main shoot around your most important goal, then repurpose the footage into shorter social videos so a single production works across several channels. If you would like help mapping the right mix, our team handles corporate video production in Cambridge across all of these formats.
Frequently Asked Questions
What are the main types of business video?
The main types are corporate videos, explainer videos, testimonial videos, recruitment videos, product videos and social videos. Each serves a different goal, from building credibility to demonstrating a product, and most businesses use a combination.
What is the difference between a corporate video and an explainer video?
A corporate video introduces the company, its people and its values to build credibility. An explainer video focuses on making a single product, service or idea easy to understand, usually in a short, punchy format.
Which type of video is best for a business website?
It depends on the page. A corporate video suits a homepage or About page, an explainer fits a landing page, a product video belongs on product pages, and testimonial videos work well close to enquiry or checkout points.
Can one shoot produce several types of video?
Yes. A single well-planned shoot can produce a main film plus shorter social cuts and stills, which lowers the cost of each piece and keeps your messaging consistent across channels.
How long should a business video be?
It varies by type. Explainer and social videos are usually under two minutes, while corporate and recruitment films can run a little longer. As a rule, keep it as short as the message allows.
Plan the Right Video for Your Goals
Not sure which format fits your next campaign? Speak to our team about video production in Cambridge, and we will help you choose the type of video that matches your goal, audience and budget.
