What Kind of Video Should You Produce? A Guide Based on Business Goals

These days, it feels like everyone is producing videos—brands, startups, influencers, even your neighborhood coffee shop. But here’s the kicker: not every video hits the mark. Why? Because too many businesses jump on the video bandwagon without asking the most important question—what’s the goal?

Before calling up a media video production company or dusting off that DSLR, it’s worth pausing and thinking: What are we actually trying to achieve here? Your answer to that should shape every frame you shoot.

Let’s break it down—business goal by goal.

1. Goal: Brand Awareness

Want people to know your name? Then it’s time to tell a story they won’t forget.

Best video type: Brand film or storytelling video

Think cinematic. Think emotional. Think something that gives your audience goosebumps (in a good way). These videos usually don’t scream “Buy Now!”—they whisper, “Hey, we get you.” They’re not about selling a product but about building a connection.

Tip: Keep it short, sweet, and sharable. If they feel something, they’ll hit share. That’s the power of good videography production.

2. Goal: Product or Service Promotion

You’ve got something awesome to offer. Time to show it off.

Best video type: Product demo or explainer video

Explainers work wonders when your product isn’t self-explanatory (let’s face it—most aren’t). Demos are great for showing value in action. Whether it’s a fancy gadget or an app that saves time, let the video do the talking—literally.

Oh, and animations? Still trending. People love clarity, and a good animated explainer can break down complex ideas in 90 seconds flat.

3. Goal: Educate or Build Authority

Positioning yourself as an expert in the field? Smart move.

Best video type: Tutorial, how-to, or thought leadership content

These videos are less about flash and more about value. Use them to answer common customer questions, teach something useful, or dive into industry insights. Over time, your audience will start to trust you—and trust often turns into loyalty.

Bonus? These are gold for SEO too. A well-optimized tutorial tied to your website can draw steady traffic.

4. Goal: Drive Conversions or Sales

You’ve warmed them up—now it’s time to seal the deal.

Best video type: Testimonials, case studies, or direct response ads

There’s nothing quite like a satisfied customer singing your praises. It’s social proof, and it works like magic. Pair it with a call-to-action and a landing page, and you’ve got a conversion machine.

Keep it authentic though. Over-scripted testimonials can do more harm than good. Real stories. Real results. That’s the sweet spot.

5. Goal: Internal Communication or Training

Not all videos are customer-facing. Sometimes, it’s about empowering your own team.

Best video type: Training modules, internal updates, or onboarding videos

Consistency is key when you’re growing. A solid onboarding or training video ensures everyone’s on the same page without needing a live trainer every single time.

And honestly? A well-produced internal video can boost morale too. Make your team feel seen, supported, and, dare we say it, entertained.

So… What’s Next?

Once you’ve nailed down your goal, finding the right partner becomes easier. A skilled media video production team will help translate your objective into a compelling story—whether it’s told through animation, interviews, voiceovers, or drone shots flying over a sunny skyline.

Just don’t fall into the trap of making videos “just because everyone else is.” That’s like writing a book with no plot—pretty, maybe, but not effective.

Final Thoughts

At the end of the day, there’s no one-size-fits-all when it comes to business videos. But there is one constant: clarity of purpose. Knowing your goal before hitting record makes the whole production process smoother—and the results way more impactful.

So whether you’re hunting for brand buzz, looking to educate your base, or aiming for clicks that turn into customers, the type of video you produce should match that mission. And hey—if you’re ever in doubt, lean on professionals in videography production to help bring your vision to life.

Lights. Camera. Strategy. That’s how you make it work.