As digital attention spans shrink and competition grows, the right video format can be the difference between a customer bouncing or buying.
Whether you’re launching a product, or simply educating your audience, format matters. Get it right, and you’ll increase engagement, improve retention, and drive more conversions. Get it wrong, and your content risks going unnoticed.
In this article, we’ll run through the key video formats every brand should consider, when to use them, and how to make each one count.
Video formats and what they’re good for
Explainer videos
Explainer videos are straight to the point. Their job is to demystify your product or service and quickly answer the question every potential customer is asking:
“What does this do, and why should I care?”
Perhaps you’re launching a new feature or introducing your brand to the world? An explainer video helps your audience “get it”.
Explainer videos are best for:
- New product launches that need quick, digestible introductions
- Answering FAQs to reduce support ticket volume
- Email campaigns or landing pages where clarity boosts conversions
Top tips for creating explainer videos for your business
When it comes to creating the best explainer videos for your products or services, make sure to keep the script focused. Don’t try to explain everything all at once.
Aim to communicate one core message, and keep the video duration to under 2 minutes. Animation or light motion graphics can work well here, especially when you’re explaining something abstract or technical.
A strong explainer video breaks down barriers to understanding. The quicker your audience understands your value, the sooner they’ll take action.
Product demo videos
Product demo videos give prospects a front-row seat to see your product in action. Tutorials go a step further by guiding users through specific workflows or features. Together, these formats show how your product solves real problems.
Product demo videos are best for:
- SaaS platforms and tech products with multiple features
- Hardware or tools that benefit from visual walkthroughs
- Businesses with software products wanting to showcase features or share a training video
- Existing users who need support and guidance
Top tips for creating product demo videos for your business
Use actual screen recordings or real product footage to build credibility. Narrate with a clear voiceover that focuses on benefits rather than technical jargon, and for longer tutorials, break content into short, topic-specific chapters to improve retention.
When potential customers watch your product solve a problem in real-time, they’re far more likely to trust it and try it.
Brand story videos
Your brand is more than just your logo. Brand story videos give you the chance to communicate your mission, values, and personality in a compelling and emotional way.
Brand story videos are best for:
- Building trust with new audiences
- Use on ‘About Us’ pages or homepage hero sections
- Paid ads that introduce your brand in a memorable way
Top tips for creating brand story videos
Authenticity is key to connecting with your audience and potential customers. Let your team, founders, or customers speak directly to the camera and keep the focus on why your company exists, not just what it sells.
Use cinematic visuals, real stories, and music that sets the emotional tone. The goal is to make your audience feel something and remember you for it.
Podcasting
Podcasting gives your brand a face, and a voice. It’s a more intimate longform format that allows you to speak directly to your audience. It can be used for interviews with the experts in your team, thought leadership episodes with special guests and even behind the scenes discussions.
Podcasts are best for:
- Building authority and thought leadership in your industry
- Reaching audiences during commutes, workouts, or downtime
- Creating evergreen content that can be repurposed into blogs, or social media posts
Top tips for creating podcasts
When it comes to podcasting, consistency is key. You want to build up a list of loyal listeners to help your show grow. The focus of a podcast shouldn’t be for boosting sales, but for sharing value with your customers.
Keep production quality high with clear audio and minimal background noise. Remember, listeners will forgive a lot, but not bad sound.
Testimonials and case studies
Nothing builds trust quite like a happy customer. Testimonial videos and case studies provide social proof in a relatable and credible way. When prospects hear how others solved similar problems using your product, it lowers their purchase anxiety.
Case studies and testimonial videos are best for:
- B2B or high-ticket products with longer sales cycles
- Bottom-of-funnel content that helps close deals
- Retargeting ad campaigns
Top tips for testimonial videos
Avoid scripting customers too much and let them tell their story in their own words. Focus on the challenge they faced, the solution your product provided, and the results they achieved. Where possible, include stats and capture it in a professional, distraction-free setting.
Behind-the-scenes content
Audiences love to see the human side of brands. Behind-the-scenes (BTS) videos offer a raw, authentic glimpse into your people, your process, and your company culture. These videos build loyalty and trust by showing what happens beyond the final product.
BTS content is best for:
- Social platforms like Instagram Reels, TikTok, and YouTube Shorts
- Recruiting or employer branding content
- Humanising your business for better brand affinity
Top tips for BTS videos
When creating behind-the-scenes content, it’s important not to overthink it too much.
Over-engineered content can be spotted from a mile away, so keep it casual and real rather than polished and scripted.
Share a ‘day in the life’, team celebrations, how your products are made, or even bloopers (everyone loves a blooper reel).
User-generated content (UGC)
Today’s consumers trust other consumers more than brands. UGC, whether it’s a selfie-style testimonial, unboxing video, or product review, is real, relatable, and highly persuasive.
Best for:
- Building trust and authenticity
- Influencer or ambassador marketing
- Social media campaigns and ad retargeting
Top tips for UGC campaigns
Make it easy for customers to participate by offering prompts, hashtags, or incentives.
Curate and reshare the best content, and always credit creators. UGC not only builds credibility but also builds your community.
Choosing the right video format
The best video format comes down to answering one question.
What are you trying to achieve?
Are you educating, inspiring, converting…or all three? Align your video strategy with your goals, audience preferences, and the stage of the funnel you’re targeting.
And you don’t have to limit yourself to one format. A healthy video strategy blends short-form content for awareness, demos and testimonials for conversion, and live or story-driven content for deeper engagement.
Video as a long term business tool
One of the great things about video is its longevity. Unlike a one-off social media post or time-limited blog article, video – when done right – offers great value that can last for years. Take a case study video for example, that can be shared and viewed long past its ‘published’ date.
It’s also super versatile. The same piece of content can be repurposed across your website, email campaigns, social media ads, and even events or presentations. A single investment in video can fuel your marketing efforts in multiple places at once.
What do QBD think about video?
Video is one of the most valuable assets any business can invest in. In fact, a recent podcast trailer we shared on our own social media channels saw engagement skyrocket, with our reach increasing by 162% compared to a standard image post, on Instagram. That means if you’re not doing video, you’re already a step behind your competitors.
The good news? Getting started is easier than you think. You don’t always have to be front and center if you’re camera-shy. There are plenty of ways to showcase your products, your team, or your customers without being on screen.
That said, when you can show up authentically, it’s one of the best ways to build trust and connection.
Every business should be doing video, and it doesn’t have to be complicated or intimidating. Start simple, and you’ll be amazed at the impact it has. Video lets you tell your story in a way that text or images never could. It builds trust and helps your audience connect with you and your brand. That’s why we see video not just as a marketing tool, but as a long-term business asset - one that keeps working for you long after the cameras stop rolling.
QBD video services
We’re experienced, strategic digital marketers who understand how video can transform your business story. Our combination of technical expertise, creative vision and marketing know-how means your investment delivers real business results.
Our state-of-the-art equipment ensures crystal-clear quality, while our strategic approach guarantees content that drives enquiries.
Book your consultation today, and let’s show the world your business from an entirely new perspective.
About the authors
Molly Sneath
Molly is our PPC & Digital Marketing Specialist.
As well as managing QBD’s marketing activities, she supports multiple clients and projects with her skills in SEO, social media management and Pay-per-click, specifically Google Ads. She also has strong copywriting skills and writes blogs for clients who have a monthly subscription with us.