TL;DR — Key Takeaway
Not all marketing videos do the same job. Here are the core video types every business should have — what each one is for, and where it belongs in your funnel.
When businesses say "we need video," they usually mean one thing — maybe a flashy brand piece. But a single video can't build awareness, explain your offer, and close a sale all at once. The businesses that win with video have a small library of different video types, each doing a specific job at a specific stage of the customer journey. Here are the ones that matter most.
A 60–90 second piece that answers "who are you and why should I care?" It lives on your homepage and About page, and it sets the emotional tone for everything else. This is the video that makes a stranger feel like they already know your team. Best used at the top of the funnel and on your website to build instant credibility.
Short, clear, and benefit-focused — this video explains what you do and how it helps, usually in 60–90 seconds. It belongs on service pages and landing pages where a visitor is deciding whether you're the right fit. If people frequently misunderstand your offer, an explainer video fixes it faster than a page of text.
The highest-converting video type you can own. A real customer telling their story — the problem, the experience, the result — does more to close a sale than anything you could say about yourself. Keep them 60–120 seconds, and feature them on your homepage, sales pages, and in retargeting ads aimed at people who are close to buying.
The fuel for staying visible. These 15–30 second vertical clips — tips, behind-the-scenes, quick wins, finished-work showcases — keep you in front of your audience between bigger touchpoints. You should be producing these consistently, ideally cut down from your larger shoots so you're not starting from scratch each time.
If you sell something visual — finished construction, food, a transformation, a space — showcase video is your proof. Before-and-afters, walkthroughs, and drone footage let prospects see the quality before they ever contact you. These work everywhere: social, ads, website galleries, and sales conversations.
A purpose-built 15–30 second cut designed for paid placement, with a hook in the first two seconds and a clear call-to-action at the end. This isn't a repurposed brand video — it's engineered to stop the scroll and drive an action. Every paid campaign should have at least one.
Shoot once, build a library
A single, well-planned production day can produce a brand video, an explainer, a testimonial, an ad cut, and a dozen short social clips. The strategy isn't more shoots — it's planning every deliverable before the camera rolls.
Jared Saucier
Founder & Creative Director at Allora Media. Running paid advertising campaigns and producing professional media content for Connecticut businesses.
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