5 Types of Videos Every Business Should Be Creating

Video is one of the most powerful tools for marketing, customer engagement, and brand awareness. If your business isn’t using video yet, you’re missing out on an opportunity to connect with customers in a dynamic way. But where do you start? What kinds of videos should you be creating?

Shadow + Light Creative, a creative services company based in Joplin, Missouri, has you covered. Here are five essential types of videos every business should be making and how to do them right (even if you’re filming with just a smartphone).

1. The Introduction Video: Your Business in 60 Seconds

   An introduction video (or brand story video) gives customers a quick snapshot of who you are, what you do, and why you do it. This is the perfect video to feature on your website’s homepage or pin to the top of your social media profiles.
   
   How to DIY It:
   • Keep it short. Aim for 45-60 seconds. Attention spans are short, so don’t be long-winded.
   
   • Speak directly to your ideal customer and share what makes your business unique.
   
   • Use good lighting and a simple background for a clean, professional look. For more information on lighting, see the article below entitled “Lights, Camera, Customers: How to Shoot High-Quality Videos for Your Small Business (Without a Hollywood Budget)”
   
   • If you’re talking on camera, use a lapel mic for clear audio.
   
   • Show what you do! Mix in footage of your workspace, products, or happy customers.
   
   
   

2. Product Demos & Service Explainers

   If you sell products or services, a well-crafted video demonstrating how they work can boost sales and reduce customer confusion.
   
   How to DIY It:
   • Show, don’t just tell. Use close-ups and action shots.
   
   • Keep it simple, and focus on key features and benefits.
   
   • Use a tripod or stabilizer for smooth footage.
   
   • Add text overlays to highlight important points.
   
   
   

3. Customer Testimonial Videos

   Nothing builds trust like real customer experiences. A well-done testimonial video can be more persuasive than a dozen written reviews.

   How to DIY It:
   • Choose happy, enthusiastic customers who speak well.
   • Film in a quiet, well-lit area with a simple background.
   • Keep it conversational. Ask them open-ended questions.
   • Use natural lighting near a window or a soft light source.
   • Avoid over-editing. Authenticity is key.
   
   
   

4. Behind-the-Scenes & Culture Videos

   People love seeing the human side of a business. Behind-the-scenes content gives customers a glimpse into your company’s culture, team, and daily operations.

   How to DIY It:
   • Capture real moments. Don’t over-script it.
   • Use a mix of clips: staff at work, fun moments, and interactions.
   • Keep it casual and engaging. Social media stories and reels are great for this.
   • Edit quickly using apps like CapCut or iMovie.
   
   
   

5. Social Media Shorts (Reels, TikToks, YouTube Shorts)

   Short-form videos drive engagement and keep your brand top of mind. They don’t need to be highly produced—just engaging and valuable.
   
   How to DIY It:
   • Hook viewers in the first 3 seconds.
   • Keep it under 60 seconds.
   • Use eye-catching visuals and captions for viewers watching on mute.
   • Experiment with trends, but stay true to your brand.

   DIY Video Production vs. Hiring a Pro

   Making videos yourself is a great way to start building a video presence for your business. But if you don't have the time, equipment, or desire to learn the ins and outs of video production, that's where we come in.

   At Shadow + Light Creative, we specialize in cinematic, high-quality video production that makes your brand shine. Whether you need an eye-catching promo, a compelling brand story, or a full-fledged marketing campaign, we handle the heavy lifting so you don’t have to.

   Let’s bring your vision to life. Contact us today!