9 Best Video Categories For Content Creation
1. Informational Videos
​What it is: Informational videos educate prospects by clearly explaining your services, process, pricing factors, or industry concepts. These videos answer the questions buyers are already asking—before they ever contact you.
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Primary goal: Build credibility and awareness
Why it matters: When prospects understand your business and services, they trust you more, move through the sales process faster, and are more likely to become customers.
ROI impact: Reduces repetitive sales conversations, increases qualified leads, shortens sales cycles, and boosts buyer confidence.
Best used for: Websites, social media, YouTube, email campaigns
2. How-To / Tips Videos
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What it is: How-to and tips videos provide practical, actionable guidance. They show viewers exactly how to solve a problem or improve results.
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Primary goal: Provide value and increase engagement
Why it matters: People remember and trust businesses that help them first. Delivering actionable value builds familiarity and authority, making your brand the obvious choice when prospects are ready to buy.
ROI impact: Drives higher engagement and watch time, increases organic reach through shares, generates long-term leads without ongoing ad spend, and strengthens brand authority.
Best used for: Social media, YouTube, FAQs, lead nurturing
3. Industry Update Videos
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What it is: Industry update videos keep your audience informed about trends, news, and changes in your industry. They position your business as current, knowledgeable, and proactive.
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Primary goal: Establish expertise and thought leadership
Why it matters: When your audience sees you as an authority who stays ahead of industry trends, they trust your guidance and are more likely to choose your services.
ROI impact: Strengthens brand credibility, increases engagement from prospects seeking insight, generates shareable content that grows reach, and keeps your business top-of-mind.
Best used for: Social media, email newsletters, YouTube, client updates
4. Testimonial Videos
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What it is: Testimonial videos show real customers sharing their experiences with your business, providing social proof that demonstrates your value, reliability, and results.
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Primary goal: Build trust and credibility through client experiences
Why it matters: Prospects are more likely to buy when they see that real people have had positive outcomes. Testimonials reduce uncertainty and speed up buying decisions.
ROI impact: Increases conversion rates, shortens sales cycles, boosts confidence in your brand, and creates reusable content for multiple channels.
Best used for: Website landing pages, YouTube, email campaigns, social media
5. Stories of Success Videos
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What it is: Stories of Success videos showcase how your company successfully solved a client’s problem or delivered exceptional results, told from the company’s perspective. Unlike traditional testimonials, the business narrates the story, highlighting the process, challenges, and outcomes.
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Primary goal: Demonstrate value and impact through real-world examples
Why it matters: Prospective clients want to see tangible results. Sharing your success stories builds credibility, illustrates your expertise, and shows exactly how you can help them achieve similar outcomes.
ROI impact: Increases trust and confidence in your services, drives higher engagement, provides compelling marketing content for multiple channels, and positions your business as results-driven.
Best used for: Website case studies, social media, sales presentations, email campaigns, proposal decks
6. Promotional Videos
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What it is: Promotional videos highlight your products, services, or special offers in a compelling, concise way, designed to drive awareness, interest, and action.
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Primary goal: Increase sales, leads, or awareness for specific offerings
Why it matters: A well-crafted promotional video grabs attention, clearly communicates value, and motivates viewers to take action—whether that’s calling, signing up, or purchasing.
ROI impact: Generates immediate leads or sales, boosts campaign performance, improves brand recall, and maximizes marketing spend by converting viewers into customers.
Best used for: Social media ads, website hero sections, email campaigns, product launches
7. Productivity / Process Videos
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What it is: Productivity or process videos streamline operations, improve efficiency, and reduce repetitive tasks. They guide employees or clients through workflows, processes, or procedures. Examples include employee training videos or client onboarding videos.
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Primary goal: Increase efficiency and consistency in processes
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Why it matters: Businesses lose time and money when processes are inconsistent or require repetitive explanation. These videos free up staff, reduce errors, and improve client or employee experiences.
ROI impact: Saves staff time, reduces onboarding costs, ensures consistent communication, accelerates new client understanding, and improves productivity across teams.
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Best used for: Employee training, client onboarding, process documentation, internal knowledge sharing
8. “My Take On…” Videos
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What it is: “My Take On…” videos feature an expert sharing their perspective on a current event, trend, or industry topic. Examples include a pilot giving their take on a recent airplane crash or a financial advisor commenting on a market shift.
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Primary goal: Establish thought leadership and authority
Why it matters: Audiences trust experts who provide insight and context on timely topics. Sharing your perspective builds credibility, encourages engagement, and differentiates your brand from competitors.
ROI impact: Increases authority and brand visibility, drives engagement and shares, strengthens audience trust, and attracts followers or clients who value your expertise.
Best used for: Social media, YouTube, email campaigns, webinars, press commentary
9. Welcome / Onboarding Videos
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What it is: These videos specifically focus on welcoming new clients or team members and providing critical information up front, replacing repetitive in-person sessions.
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Primary goal: Streamline client or employee onboarding
Why it matters: A clear, engaging onboarding experience improves satisfaction, reduces staff time spent repeating instructions, and ensures everyone starts with the same information.
ROI impact: Saves hours of staff time, reduces errors, improves client satisfaction and retention, and accelerates ramp-up time for new team members.
Best used for: New client onboarding, new employee orientation, introductory content