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Most Effective Types of Video Content Used for Companies and Brands,

Top of the Funnel


The purpose of these videos should be to, in a sense, introduce yourself to your viewers. Tell your audience the story of your brand, rave about your core values, and convince them your company is unique and worth their time.

A great way to differentiate your brand video from others like it is through animation. Animation offers numerous possibility to show your brand off in a creative way. It provides visual and emotional stimulation and leaves the viewer in a good mood.

Animation also allows you to incorporate a brand character. Between ads, product packaging, and storefronts, every day your viewer comes face-to-face with more brand names than they can remember. While it’s easy for a company name to slip someone’s mind, they’ll have a much easier time recalling the face of a memorable character.


The purpose of explainer videos is to do just that—explain something. These can include anything from sharing helpful tips, walking the viewer through an activity, or teaching them how to solve a difficult problem.

Explainer videos are great for home service companies. If someone who is unfamiliar with plumbing or HVAC is looking for a quick fix to a problem in their home, a video is a great, easy way to show them a solution. They’ll have a much easier time following a step-by-step instructional video than a written list of steps to take.

These videos are great not only for establishing expertness and authority but for capturing the all-important “how to”- and “hack”-themed queries in the search results.

Middle of the Funnel


Product review videos are your company’s chance to put your money where your mouth is. Nothing promotes a product or service better than showing it in action to highlight its benefits.

According to a study from MediaPost, 57 percent of consumers are more confident in making a purchase online after watching a product video.

Reviewing and proving the superiority of your own product is one way to spin these videos, but another is to review products that aren’t from your line, but could still be useful to your customers.


Customers love good products, but even more than that, they love good products that come from good places.

According to Social Media Today, brands that inspire a higher emotional intensity receive 3 times as much word-of-mouth marketing as less emotionally connected brands. Using video to show the world the faces behind your business is a great way for customers to relate and form a personal connection to your brand.

Company culture videos humanize your brand and if viewers enjoy it, you’ll be more likely to gain brand advocates who willingly share your message.

These videos can include anything, from a tour of the office to a slice-of-life employee interview, a company outing, or anything else that showcases your company’s unique dynamic.

Tip: Your employees know your brand best and happy workers love to rave about their workplace. Take advantage of that and include short interview pieces from a few employees in your video.


Posting videos of your events are a great way to bring the fun of the occasion you’re celebrating to those who couldn’t make it.

Social media platforms allow you to showcase your event with a variety of different formats. Facebook Live allows you to broadcast the entirety of your event in real time to anyone looking at your Facebook page. Opting for Instagram and Snapchat stories let you share small snippets snip-bits of it, with the opportunity to add location-marketing geotags, stickers, and filters.


It’s one thing for you to rant and rave about your product, but it’s a far different thing for someone else to rant and rave about it.

According to Vendasta, 68% say positive reviews make them trust a local business more.

A potential buyer is expecting you to talk up your company as the best. But when they hear someone who isn’t connected to your brand talk highly of it, they’re more likely to trust its superiority.

A great way to acquire these testimonials is during an in-store event, tradeshow, or after the release of your latest project. Seek out excited attendees who are eager to share their satisfaction about your products with others.

Bottom of the Funnel and Beyond


As was said at the beginning, it takes more than just written words on a blog page to catch someone’s attention. Vlogs and webinars, on the other hand, are enough to do it.

Vlogs and webinars give you the chance to go in depth about topics without worrying that your reader’s eyes will wander away from your page’s sea of giant paragraphs.

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