4 Types of Business Videos That Drive ROI
Every week I speak with San Diego business owners who know they need professional video production but aren’t sure what their options are. Do you go big with a company story? Show off your products? Interview clients? Here’s a quick breakdown of the top 4 types of business videos that get results for your organization.
1. Company Overview Videos: Share Who You Are
Think of this as your elevator pitch on film. A company overview video introduces your business, shares your story, and helps people understand what you’re about. Every business should have one. It’s perfect for your homepage or “About” page. Instead of expecting visitors to read paragraphs about your mission and values, you can show them what makes your company different.
Here’s why a company overview video matters:
Builds trust instantly – people like doing business with people they feel they already know
Puts faces to names – introduces your team and makes your company feel approachable
Communicates your story efficiently – conveys what you do, why you do it, and what makes you unique without a long read
Seeing your story in motion is the fastest way for clients or partners to connect with your business. It’s not just a corporate video, it’s the foundation of your organization’s online presence.
2. Product and Service Videos: Show, Don’t Tell
If you sell something, you need to show it in action. Product and service videos help potential customers see what you do and understand the value right away.
These types of videos are great for local brands and service-based businesses if your work is better seen than explained.
Some formats that work:
Product demonstrations that show exactly how your product works
Service offerings that help people visualize what you provide
Promotional campaigns that build excitement for a new launch or offer
A good product video can replace a five‑minute sales pitch. It saves your team time and makes your marketing look professional. See examples of our promotional and product videos.
Here’s a behind-the-scenes photo
from a product showcase we created
for
a
marine audio company.
3. Testimonials and Case Studies: Let Your Clients Do the Talking
Nothing builds trust like hearing it straight from your clients. Testimonial and case study videos share authentic stories that prove you deliver and help new customers feel confident choosing you.
Some options:
Client testimonials - short and simple interviews that focus on experience
Case studies - a deeper look at a project, showing results and process
These are perfect for your website. They’re real people talking about real results, and that kind of authenticity can’t be faked.
Authentic client stories can boost trust, increase sales, and reduce perceived risk (Spillinger & Parush, 2012).
Tip: Keep it conversational and avoid overproducing. People can tell when someone’s reading from a script.
4. Training and Internal Communications: Keep Everyone on the Same Page
Video production isn’t just for marketing. It’s a lifesaver for internal communication too. Training and onboarding videos can save hours of explaining the same thing over and over again. They make complex information simple and consistent, helping everyone stay on the same page.
According to a 2024 workforce training report by Panopto, companies using video-based training are 46% more likely to deliver the right information at the right time and 40% more likely to save on training costs. In other words, the right internal videos don’t just inform, they pay off.
Common uses include:
• Onboarding for new hires
• Recruitment videos that show off company culture
• SOP guides for standard procedures
• Internal announcements that keep teams aligned
If you’ve ever tried explaining a process in a Zoom call and realized half the team wasn’t paying attention, you know the value here. These videos are a win because they save time, reduce miscommunication, and help your brand stay consistent.
For example, we partnered with Liberty Hardware to create an executive interview series supporting the launch of their new intranet site. The videos allowed the company to announce the launch to all employees at once, and employees could watch the training videos at their own pace to learn how to navigate the new platform. This approach saved the HR and IT teams countless calls and repetitive questions while keeping everyone on the same page.
Here are some examples of our internal communications work.
Final Thoughts
Not every business needs every kind of video, but these four cover most of what actually moves the needle.
Whether you’re trying to earn trust, make sales, or just stop explaining the same thing twenty times, video can save you time and drive results long after you hit upload.
At WaveMark Media, we help businesses create videos that look great, sound professional, and feel authentic. Just solid storytelling that works.
Ready to figure out which video would make the biggest impact for your business?
Sources
Spillinger A, Parush A. The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site. Journal of Theoretical and Applied Electronic Commerce Research. 2012; 7(1):51-63. https://doi.org/10.4067/S0718-18762012000100005
Panopto. (2024). 2024 Workforce Training Report. Retrieved from https://www.panopto.com/wp-content/uploads/2024/06/panopto-workforce-training-report-final.pdf
