What Types of Videos Should You Create?

High angle view of female vlogger editing video on laptop

High angle view of female vlogger editing video on laptop

Video is a potent content type that draws visitors to your website and boosts your conversion rate. It provides visuals that engage your audience and keeps them hooked. There are certain types of videos that perform better than others.

Experts on video production from Kansas City mention the following types to consider publishing:


Some companies focus on curated videos about their brand and what they can do. This is a viable approach but is costly and comes off as inauthentic to some audiences. Video blogs or vlogs are cheaper, shows personality and humanizes your organization.

You can get individuals within your company or collaborate with influencers to create content that is personal and authentic. Start by documenting the journey of your company from its humble roots to where it is now.

You can do this daily to showcase the different people working in your brand in ways such as their daily routine, their contributions and how management achieves its goals.

Product Reviews

Genuine reviews are another video type to consider publishing. This shows the pros and cons of your products. Get an actual customer or vlogger to discuss your product; give them the freedom to talk about what they liked and disliked.

This is an authentic approach that doesn’t seem paid. Potential customers want to know if you can solve their problems or address their wants.

Behind the Scenes

Some people want to see the human side of the brands they choose. To tap into the psyche of your target audience, make behind the scenes videos that showcase your company’s culture. People want to know if they share certain values with companies.

When they know this, they become loyal and are willing to recommend you to their network. A behind-the-scenes video puts a face to the person answering queries, creating a product and implementing marketing strategies. This makes you differentiable from your competitors.


An interview distinguishes you as an industry leader. Interviewing other experts highlights your company’s strengths and shows your brand’s personality. The interview can be personal; this approach shows your sense of humor, insights and authority in your niche.

Create a guideline but make the conversation free flowing and let the guest do most of the talking. This content type also allows you to make positive associations with other experts. This enables you to tap into larger audiences.


A webinar is one way to have a question and answer event with clients and customers. This also displays your authority and knowledge in your niche. You can persuade viewers to buy your products or, at least, consider your brand for future needs. This provides you with an opportunity to know your audience and make a pitch.


man filming a video tutorial

A tutorial provides viewers with a step-by-step guide on how to use your product or service. This breaks down the benefits of choosing you and shows your expertise. This boosts engagement with your audience and allows you to reach out to them.

These are some of the video types to consider publishing. These allow you to engage viewers and lead them further down the sales funnel.

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