When it comes to creating video content for your brand, the possibilities are endless. From slick, polished corporate videos to raw, behind-the-scenes clips, the style you choose plays a significant role in how your audience perceives your brand. With so many options available, it can be overwhelming to figure out which style will resonate most with your target audience and best convey your brand message.
At Dark to Light Productions, we understand that video style is more than just about aesthetics—it’s about telling a compelling story that aligns with your brand’s values, personality, and goals. In this post, we’ll break down the most common video styles, and how to choose the right one for your brand.
1. Brand Storytelling Videos
Every brand has a story. Whether you’re a startup looking to introduce yourself or an established company aiming to rebrand, storytelling videos are an excellent way to connect with your audience on a deeper, emotional level. These types of videos are all about sharing the “why” behind your brand—the mission, vision, and values that drive you.
Best for:
Brand introductions
Mission-driven businesses
Companies with a strong vision they want to share with the world
Why it works:
Storytelling creates a human connection, making it easier for your audience to relate to your brand. By focusing on the emotional aspects of your brand’s journey, you can build trust and loyalty with your audience. If you have a compelling story to tell, this style will allow you to share it in an authentic and engaging way.
Examples:
A founder’s story on how they started the company
Behind-the-scenes footage showing the company’s culture and values
Customer success stories that highlight the impact your brand has had
2. Product Demo Videos
Product demos are one of the most effective ways to showcase your offerings in action. These videos provide viewers with a step-by-step walkthrough of how your product or service works, highlighting its features, benefits, and value.
Best for:
E-commerce brands
Tech companies
Service-based businesses with complex offerings
Why it works:
Consumers want to see exactly what they’re buying before making a decision. A product demo video allows potential customers to experience your product virtually, helping to answer any questions they might have. By demonstrating the value of your product in real-life situations, you can build confidence in your brand and drive conversions.
Examples:
A demo video showing how a software tool can simplify work processes
A product unboxing or “how-to” video for a physical product
A service walkthrough explaining how your service can solve a customer pain point
3. Explainer Videos
Explainer videos are short, concise videos that break down a concept, process, or product in an easily digestible format. They’re typically animated or have motion graphics, and they work particularly well for explaining complex ideas or demonstrating abstract concepts.
Best for:
Startups with new or innovative products
SaaS (Software-as-a-Service) companies
Brands that need to simplify a complex product or service
Why it works:
Explainer videos take difficult concepts and present them in a clear, engaging way. By using animations or simple visuals, these videos can make abstract or complicated ideas more understandable. This style is perfect if your brand offers something that’s hard to explain in words alone or if you want to quickly communicate your value proposition to your audience.
Examples:
A quick, animated video explaining how your app works
A motion graphic that simplifies a complicated service offering
A short, fun video that breaks down industry jargon for a broader audience
4. Testimonial Videos
Testimonial videos feature real customers or clients sharing their positive experiences with your product or service. These videos build trust and credibility by showing potential customers that others have had success with your brand.
Best for:
Service-based businesses
Brands with a loyal customer base
Companies that want to establish credibility and trust
Why it works:
Nothing sells your brand better than social proof. Testimonial videos give your audience real-world proof of the benefits of your product or service, especially when they come from relatable, authentic voices. A well-done testimonial can be incredibly persuasive in influencing potential customers’ purchasing decisions.
Examples:
A video featuring a happy customer talking about how your service helped them solve a problem
A case study where a client explains the measurable impact your product had on their business
User-generated content where customers share their experiences
5. Tutorial and How-To Videos
How-to videos are instructional in nature, showing your audience how to use your product or perform a specific task. These videos are perfect for providing value to your customers by helping them get the most out of what you offer.
Best for:
Brands with products that require some instruction
Educational platforms
Any business that wants to position itself as an authority in its field
Why it works:
Tutorial videos not only provide value to your audience, but they also help build trust. By positioning your brand as a helpful resource, you can strengthen relationships with your customers and increase loyalty. If your product or service has a learning curve, tutorial videos are a must.
Examples:
A video showing how to assemble or use a product
A tutorial on how to make the most of a service you offer
A “tips and tricks” video for maximizing product performance
6. Event Coverage Videos
Event videos capture the highlights of an event, whether it’s a conference, trade show, product launch, or live-streamed webinar. These videos can showcase your brand’s involvement in industry events, highlight key moments, or share valuable takeaways.
Best for:
Companies that host or attend events
Brands with a strong presence in their industry
Businesses looking to increase brand visibility
Why it works:
Event videos offer a behind-the-scenes look at your brand and showcase your participation in important events. These videos create excitement and give your audience a chance to experience events they may have missed or would have loved to attend. It’s also a great way to build community and strengthen connections with your audience.
Examples:
A video recap of a trade show or industry conference
A behind-the-scenes video from a live product launch event
Highlights from a customer appreciation event or company milestone celebration
7. Behind-the-Scenes Videos
Behind-the-scenes videos show what goes into creating your product, running your business, or delivering your service. These types of videos humanize your brand, allowing your audience to connect with the people and processes behind your company.
Best for:
Companies with a strong company culture
Businesses that want to show the human side of their brand
Brands looking to build deeper relationships with their audience
Why it works:
Audiences love getting a peek behind the curtain. Behind-the-scenes videos make your brand feel more authentic and relatable. These videos build trust by showcasing your team, your values, and the hard work that goes into delivering your product or service.
Examples:
A “day in the life” video featuring a team member
A tour of your office, warehouse, or production facility
A “making of” video showing how a product is created
Final Thoughts
Choosing the right video style for your brand depends on your goals, your message, and the audience you’re trying to reach. Whether you’re looking to tell your brand story, showcase your products, educate your audience, or build trust, there’s a video style that can help you achieve it. At Dark to Light Productions, we work with you to choose the style that best aligns with your brand’s personality and objectives.
Ready to get started? Let’s create a video that truly represents your brand’s unique voice and message. Reach out today to start planning your next video project.
Commentaires