“We need a video” is where most projects start — but which video? There are many types of business video, each with a different job. Choosing the right one is the difference between content that works and money spent on the wrong thing. This guide explains the main types of business video and what each is best for, so you can brief with confidence.

The main types of business video

Brand films and company profiles A brand film tells your organisation’s story — who you are, what you stand for, and why it matters. Best for: your website homepage, sales presentations, and making a strong first impression. It’s the video that answers “who are you?”

Corporate and explainer videos Clear, practical videos that explain a product, service, process or message. Best for: helping customers understand what you offer, or communicating internally. Explainer videos are ideal when something is too complex to describe in text.

Promotional and campaign videos Short, persuasive videos built to sell a specific product, service or event. Best for: advertising campaigns, product launches and social media, where the goal is action.

Social media and short-form video Fast, platform-native content (Reels, Shorts, TikTok-style) designed to grab attention in seconds. Best for: building awareness and staying visible, where consistency matters more than polish.

Testimonial and case study videos Real clients telling their story in their own words. Best for: building trust with prospective customers — nothing sells like a satisfied client. Especially powerful for B2B, government and considered purchases.

Recruitment and employer-brand videos Videos that show what it’s like to work for you. Best for: attracting the right candidates and standing out as an employer.

Training and induction videos Consistent, reusable video for onboarding, safety inductions and procedures. Best for: any organisation that needs to deliver the same information to many people reliably.

Event videos Coverage of conferences, launches and ceremonies, edited into highlight films. Best for: extending the life and reach of an event.

Aerial and drone videography Footage from above, adding scale and context. Best for: property, construction, tourism, agriculture and any project where a wider view tells the story better.

How to choose the right one

Start with your goal, not the format. Ask: what do I want a viewer to think, feel or do after watching? If you want them to trust you, a testimonial or brand film fits. If you want them to buy, a promotional video works. If you want them to understand something, an explainer is right. The format follows the purpose — and often a business benefits from a small mix rather than one video doing everything.

Not sure? That’s normal.

Most businesses don’t know exactly what they need at the start, and that’s fine — it’s part of what a good production company helps you work out. At Source Media, our first conversation is about your goal, and we recommend the type (or types) of video that will actually achieve it. Book a free consultation and we’ll help you decide.