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6 Types of Marketing Videos that Will Grow Your Brand

White Lens Productions will help your business or organization determine the best type of video for your business.

White Lens Productions produced this commercial video for the Leander Police Department


A TV Commercial or Spot

The most classic kind of video you can produce is the 15- or 30-second commercial commonly referred to as a “spot.” The content of a spot can widely vary depending on your brand and the story you want to tell, but the purpose of producing one is simply that it can be distributed virtually everywhere.

The keys to being successful with this type of video is to make it immediately engaging and to concisely tell your story within the relatively short runtime.


Explainer Video

If your business offers a service or good that isn’t immediately understood, an explainer video on your homepage or a landing page may be just what you need. These videos typically feature animation with a voiceover that explains what your business offers for the audience.

Explainer videos don’t have to be animated. Time lapses of illustrations, a live-action recording, or any other visual way of telling your story are equally appropriate.

White Lens Productions produced this explainer video for a National Texas aviation company


Company Culture Videos

White Lens Productions produced this company Culture video for a prominent Cedar Park, TX business.

Company culture videos have two unique purposes. First, they highlight the ethos of your company to potential customers. The intention here isn’t to sell a product or service, but to market your brand as a whole.

Second, culture videos are great for attracting new talent. Sometimes you need to market your brand not to new customers, but to potential new employees, which can be essential for growing your business.

One of the best ways to do this is to capture your most passionate employees on camera.


Customer Testimonials

When customers talk about the benefits of a product people tend to believe them. The key is using people who look like your target audience and sound natural and conversational and not like they’re reading a script.

White Lens Productions shot and edited this customer testimonial video for a Round Rock, TX roofing company


Company Mini Documentary

A longer-form video that gives time to really go into more depth into a company, a product, or a problem the company or organization solves. These can be very engaging and allow the viewer to understand more about the company and the people that make up the company. 

These types of videos are generally longer in length, lasting 3 to 15 mins. 

White Lens Productions wrote, produced, and edited this mini-documentary for a national company HQ'd in Austin, TX


Proof of Performance Videos

Proof of Performance videos highlight the success of a product and quote eye-popping statistics. They work best when they talk about how they solved a common problem.

Using videos for business introductions dramatically improves your chance of success. People would much rather watch a short, entertaining, and informative business video, than read case studies and white papers, or watch a company rep do a live demo. Seeing people’s faces, hearing their voices, and watching their movement and body language grabs consumers’ attention and makes the information being presented more meaningful researchers say. Video marketing and business videos check all those boxes and more.

White Lens Productions wrote, produced, and edited this proof of performance video for a national company HQ'd in Austin, TX
Video Marketing Guide

Ready to learn more about producing your own video?

Be sure to download our free guide.

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