In today’s attention economy, video isn’t just part of your marketing strategy—it is your marketing strategy. Whether you’re a startup with two employees or a national brand with hundreds, certain video types consistently deliver real returns. From driving conversions to building long-term brand equity, these are the top five business videos we recommend for every company looking to grow in 2025.
1. Explainer Video – Clarify, Connect, Convert
If you create just one video this year, make it an explainer video. Why? Because 94% of people watch explainer videos to better understand a product or brand (HubSpot), and a staggering 84% go on to make a purchase after watching one.
Explainer videos are also SEO powerhouses—embedding one on your homepage can improve your organic search ranking by up to 53%. That’s a serious edge in a competitive Google landscape.
Whether live-action, animated, whiteboard or hybrid, explainer videos break down complex concepts into digestible content that engages your audience from the first frame. Need inspiration? Check out the fun explainer we made for Shippit, or dive into our free guide to writing explainer video scripts that convert.
2. Customer Testimonial / Case Study Video – Your Customers Are Your Best Salespeople
In a world overflowing with claims and ads, people trust people. 97% of consumers say testimonials and reviews influence their buying decisions, and 72% won’t take action until they’ve seen one.
A strong customer testimonial video brings emotion, social proof and authenticity—three factors that massively accelerate purchase decisions. Even one or two well-executed case studies can shift your ROI needle.
Want to see what a polished, strategic testimonial looks like? Watch the customer case study we produced for Canva—it’s more than a testimonial, it’s a branded storytelling asset.
3. Company Story Video – Tell the “Why” Behind Your Brand
People don’t just buy what you do—they buy why you do it.
A compelling company story video goes beyond the what and how. It humanises your brand, deepens emotional connection, and fosters long-term brand loyalty. In 2025, authenticity is currency—and a story well told is the most authentic form of marketing there is.
Plus, your company story video can double as a recruitment tool, social content, or brand-building piece on your homepage.
We love how this story & recruitment video for AACO (Australia’s largest beef producer) showcased their heritage and purpose while helping attract talent.
4. Company Culture Video – Attract Talent & Build Brand Affinity
Company culture is more important than ever. It influences not just recruitment but also customer loyalty. A great company culture video sets expectations, spotlights values, and gives a behind-the-scenes look at what it’s like to work with (or for) your brand.
In 2025, brands that showcase their people and purpose outperform those that hide behind logos. These videos build emotional resonance with both candidates and customers.
Bonus: Culture content is perfect for LinkedIn, careers pages and onboarding.
Not sure where to start? Check out our company culture video guide packed with expert tips.
5. How-To / Instructional Video – Educate, Empower, Earn Trust
“How to” content continues to explode—YouTube searches for how-to videos have grown over 70% year over year, and TikTok is fast becoming a search engine in its own right for Gen Z.
These videos are ideal for top and mid-funnel marketing. They build authority, establish trust, and drive engagement without feeling like sales content. In short: you’re offering genuine value while quietly nudging leads toward conversion.
Best part? They don’t have to be high-budget. Lo-fi tutorials often outperform glossy ads in authenticity. Still, with the right creative approach, they can be branded, funny and incredibly effective—like this how-to series we made for Adobe’s Back-to-School campaign. Clever, comedic, and wildly successful across socials.
Final Word
From SEO-boosting explainer videos to trust-building testimonials and authentic brand storytelling, these five video types form the foundation of any modern marketing strategy. Whether you’re B2B, B2C, SaaS or service-based, investing in the right video content will pay off in leads, loyalty, and long-term growth.
Need a hand figuring out where to start—or want a partner to bring your vision to life? We’re We Know Video, your go-to corporate video production team in Sydney, proudly working with businesses Australia-wide.
Let’s chat—hit that contact button and let’s create something powerful together.
