The Brand-Boosting Power of Behind-the-Scenes Video Content

Marketing team member considering the best video marketing strategy to reach the business' goals.

In the dynamic realm of the digital age, video content has emerged as the driving force behind successful marketing campaigns. It’s a versatile and engaging medium that allows brands to connect with their target audience in a way that text and images alone cannot achieve. However, not all videos are created equal, and choosing the right video style for your brand and marketing goals is crucial to your success.

Before you invest in video production for your business, consider which style will best serve your overall strategy and maximize your ROI. Check out this article to explore a number of different video styles and the ways they can help you meet your marketing goals!


Explainer Videos

What They Are:

Explainer videos are concise and informative video content designed to simplify complex ideas, products, services, or concepts. They often feature talking-head content, animation and/or motion graphics to make information more accessible, providing viewers with a clear and engaging explanation of a particular topic. 

What They’re Great For:
  • Introducing a new product or service.
  • Demonstrating how your product works.
  • Clarifying a complicated process or concept.
  • Educating your audience about your industry.
  • Streamlining employee training and onboarding

Brand Storytelling Videos

What They Are:

Brand storytelling videos are a narrative-driven form of video content that focuses on conveying a brand’s history, values, and mission in a compelling and emotionally resonant way. Their purpose is to create a meaningful connection with the audience, building brand loyalty, and fostering a sense of identification with the brand’s narrative and values.

What They’re Great For:
  • Launching your brand (or rebranding!)
  • Launching new products or services.
  • Highlighting milestones and anniversaries.
  • Employer branding and recruitment materials.
  • Humanizing your brand by sharing its history.
  • Social responsibility and cause marketing showcasing initiatives.

Product Showcase Videos

What They Are:

Product showcase videos are a type of marketing video that focuses on presenting a product’s features, benefits, and usage in a visually appealing and informative way. These videos are designed to provide a comprehensive view of the product’s value and functionality, and are great for building anticipation for new products.

What They’re Great For:
  • Launching a new product.
  • Trade shows and exhibitions.
  • Online retail listings.
  • Customer support and troubleshooting content.
  • Explaining complex products.

Testimonials and Case Study Videos

What They Are:

Testimonials and case study videos are forms of video content that feature real customers sharing their positive experiences with a company’s products or services. Testimonials typically provide brief endorsements, while Case Study Videos delve deeper, showcasing detailed success stories, problem-solving, and the measurable benefits customers have derived from their interactions with the brand. These videos serve as powerful forms of social proof, building trust and credibility among potential customers.

What They’re Great For:
  • Sales presentations.
  • Marketing collateral for various stages of the sales funnel.
  • Demonstrating expertise at trade shows and conferences.
  • Overcoming common objections and concerns.
  • Encouraging customer retention.

Tutorial and How-To Videos

What They Are:

Tutorial and how-to videos offer instructions on using a product or service. They position brands as an experts in their industry. Tutorial and how-to videos provide step-by-step instructions on performing specific tasks, mastering particular skills, or using products or services effectively. These videos are designed to educate and empower the audience by simplifying any number of processes into an easily digestible format that viewers can follow along with.

What They’re Great For:
  • Onboarding new customers.
  • Demonstrating a product’s capabilities.
  • Streamlining employee training.
  • Addressing common user questions and troubleshooting issues.
  • Establishing your brand as a source of knowledge and expertise.

Behind-the-Scenes Videos

What They Are:

Behind-the-scenes videos provide viewers with an exclusive look at the inner workings of a company, event, or process. These videos reveal the candid, unscripted moments and efforts that go into creating products, organizing events, or maintaining a brand, offering transparency and a more personal connection with the audience. They humanize the brand by showcasing the people, processes, and culture behind it.

What They’re Great For:
  • Building anticipation for product launches.
  • Documenting corporate events and event planning processes.
  • Highlighting charitable initiatives.
  • Showcasing the craftsmanship and attention to detail behind a product.
  • Spotlighting stand-out employees.

Live Videos

What They Are:

Live videos are real-time, unedited broadcasts streamed over the internet, allowing viewers to engage with the content as it happens. They offer an immediate and interactive way for businesses to connect with their audience, share updates, host events, conduct interviews, and engage in real-time conversations. Live videos can be broadcasted on various platforms, including social media and streaming services.

What They’re Great For:
  • Customer Q&As.
  • Live troubleshooting and real-time customer feedback.
  • Building anticipation for upcoming offerings, sales, or events.
  • Launching new products or making important announcements.
  • Hosting live events, webinars, or interviews.


Video content has become a crucial tool in today’s digital world, allowing businesses to connect with their audience in powerful ways. But, as we hope you’ve learned here, choosing the right video style for your marketing goals is essential for success. We’ve explored various styles, from explainer videos to testimonials, each with its unique strengths and applications. By aligning your brand identity with the appropriate video style, you can effectively connect with your audience, convey your message, and make a lasting impact in the digital landscape.

If you’re ready to see how video can drive your business’ growth, it’s a great idea to have experienced video professionals in your corner! With decades of experience and a passion for growing your business through high-quality video, our production team can help you get the most out of your investments. Contact us today for a free consultation!


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