Video is no longer optional if you want to grow as a brand, especially in your humble beginnings. According to Wyzowl’s 2025 State of Video Marketing Report, 91% of businesses now use video as a communication tool, with 96% of marketers including it as an integral part of their marketing strategy. Meanwhile, YouTube alone reaches over 2.7 billion users every month.
This means that if you are only adding videos to your content strategy to merely spice up your brand, you will need to be intentional about the types of branded videos you produce and the specific goals you intend to achieve with them.
We will walk you through everything you need to know about branded videos and the different types that can help you build a reputation, earn trust, and grow your customer base.
What Is Branded Video Content?
Branded video is any video content created or sponsored by a brand to share its values, showcase its products or services, and build a meaningful connection with its audience.
Unlike traditional ads that interrupt the viewer’s experience, branded videos aim to add genuine value, whether by entertaining, educating, or inspiring. For instance, a cookware brand can post recipe tutorials for its audience, or a project management tool brand that shares productivity tips from industry leaders.
Branded videos, when done right, serve the audience first, and in doing so, they naturally build brand authority and credibility.
Why Brands Cannot Afford to Ignore Video
Video levels the playing field. Thanks to smartphones and accessible editing tools, small brands can produce compelling video content without a Hollywood budget. In fact, authenticity, not production value, is what modern audiences resonate with the most.
Consider these compelling reasons to invest in video today:
- Video drives conversions: Landing pages with video can increase conversions by up to 80%, according to Unbounce.
- Video builds trust: Consumers are 64 to 85% more likely to purchase after watching a product video.
- Video improves SEO: Forrester research analysed that websites with video are 53x more likely to appear on Google’s first page.
- Video boosts social reach: Social video generates 1,200% more shares than text and image content combined (Brightcove).
Clearly, the data support a strong case for video. But the next question is which types of videos should your brand actually create? Let’s break it down.
6 Types of Brand Video Content that Engage Your Audience
There is no single “best” type of brand video. The most effective video strategies use a mix of formats to address different audience needs, stages of the buyer journey, and marketing goals. Here are the six types we recommend starting with, and examples to guide you.
1. Product Explainer and Demo Videos
Product explainer and demo videos are the workhorses of any brand video strategy. Their core purpose is to show customers what your product is, what it does, and how it works, all in a clear, compelling way.
These videos come in a few formats:
- Overview videos: Give a bird’s-eye view of what your product is and the problem it solves.
- Demo videos: Walk viewers through the product in action so they can see exactly what they are getting.
- Explainer/how-to videos: Step-by-step guides that help existing and potential customers get the most out of your product.
Here is an example of a product How-to/explainer video we produced for our client, HexiaHealth.
With attention spans shrinking, we recommend keeping product explainers between 60 and 90 seconds. Be direct, lead with the benefit, and always end with a clear next step for the viewer.
2. Company Culture and Behind-the-Scenes (BTS) Videos
Your brand isn’t just a product; it is the people behind it. Company culture videos pull back the curtain and let customers see the real, human side of your organisation. Whether it’s a team outing, a day-in-the-life of your founder, or behind-the-scenes footage of your project, these videos create emotional connections that go beyond what you are selling.
Dotts x oraimo video production BTS
In an era where consumers actively seek out brands with shared values, authenticity is a competitive advantage. A LinkedIn study found that companies that share culture content see a 3x increase in engagement. For small brands, especially, showing the people and passion behind your product can be more persuasive than any polished advertisement.
3. Testimonial and Case Study Videos
Word-of-mouth is still the most powerful form of marketing, and video testimonials are its digital equivalent.
When a real customer speaks positively about your brand, on camera, it carries a level of credibility that no amount of self-promotion can match.
Here’s the distinction between the two formats:
- Testimonial videos feature a satisfied customer or partner sharing their positive experience with your brand, product, or service. They are broad, warm, and great for top-of-funnel awareness.
- Case study videos dive deeper. They follow a specific customer’s journey, highlight the challenge they faced, show how your solution helped, and quantify the results. They are particularly powerful for B2B brands and high-consideration purchases.r.
4. Social Media and Short-Form Videos
We are firmly in the era of short-form video. Platforms like TikTok, Instagram Reels, and YouTube Shorts have fundamentally changed how audiences consume content, and smart brands are meeting them where they are.
Short-form videos (typically 15–60 seconds) are ideal for:
- Product teasers and reveals
- Quick tips and micro-tutorials
- Trending challenges that fit your brand voice
- Repurposed highlights from longer content
According to HubSpot’s 2025 State of Marketing Report, short-form video delivers the highest ROI of any content format for the third consecutive year. For small brands with limited budgets, this is an especially efficient channel to invest in.
5. Brand Anthem and Hero Videos
If there is one video that encapsulates who your brand is, its mission, its values, and vision, it’s the brand anthem (also called a brand film or hero video). This is your brand’s cinematic statement.
#ADecadeOfDotts Documentary
A great brand anthem doesn’t lead with your product. Instead, it focuses on storytelling, the why behind your brand, the problems you care about, the people you serve, and the change you are trying to make.
For small brands, a brand anthem/hero video doesn’t need to be expensive; it needs to be honest. A founder telling their origin story on camera can be just as compelling as a high-production commercial, sometimes.
6. TV Commercials
TV commercials are one of the oldest and most recognisable forms of brand video, and despite the rise of digital content, they remain a powerful tool for building mass awareness and brand credibility. A well-produced TV commercial allows your brand to reach a broad audience in a short, punchy format, typically 15, 30, or 60 seconds.
Dotts x Chipper TVC Production
For small brands, the thought of a TV commercial can feel out of reach. But times have changed as Connected TV (CTV) and streaming platforms like Hulu, Peacock, and YouTube TV now allow brands to run targeted video ads at a fraction of traditional broadcast costs. This means you don’t need a Super Bowl budget to get your brand on the big screen.
Key Tips for Creating Brand Videos That Actually Work
Knowing the types of videos is a great start. But execution is what separates forgettable content from videos that grow your brand. Here are a few guiding principles we have found most effective:
- Know your audience first. Before hitting record, be clear about who you’re talking to, what they care about, and what problems they need solved. A video that doesn’t resonate with its intended audience will always fall flat.
- Lead with value. Whether you are teaching, entertaining, or inspiring, your viewer’s experience comes before your brand’s agenda. Give them a reason to keep watching.
- Plan for silent viewing. Around 85% of Facebook videos are watched without sound, according to Digiday. Therefore, always include captions and design your visuals to tell the story even without audio.
- Don’t be afraid to outsource. Not every brand has the bandwidth to produce video in-house. Freelancers, agencies, and even user-generated content (UGC) can all be powerful tools for scaling your video output.
DottsMediaHouse is committed to applying our knowledge, skills, and experience to help you tell your story through video content, just as we have for top brands such as Chipper, Oraimo, and adidas, among others.
- Add a clear call to action (CTA). Every video should guide the viewer toward the next step — whether that’s visiting your website, booking a demo, or sharing the video with a friend.
Final Thoughts
Modern consumers hold brands to a higher standard. They want to know who you are, what you stand for, and whether they can trust you, before they ever open their wallet.
Therefore, strategic brand video content gives you the platform to communicate with your audience in a format that is naturally engaging, shareable and memorable. Video execution, when done right, is what separates forgettable content from videos that stick with your customers, build trust, and grow your brand.
And, you don’t need a massive production budget. What you do need is a clear strategy, an understanding of your audience, and a consistent commitment to showing up with content that genuinely serves them.
Start with one video type that aligns with your current goals, whether that’s a product explainer, a customer testimonial, or a short-form social video. Build from there, measure what works, and let your audience guide the evolution of your strategy.
Need a partner to help tell your story authentically and grow your brand? Let’s co-create magic together today!
