“But enough about me. Let's talk about you. What do YOU think of me?"
— Bette Midler

It’s a widely known fact that video marketing works.

Video converts better than any other type of media. It is more engaging and it provides businesses with better return on their investment (ROI).

But the question then becomes… what types of videos should businesses be making?

Here are 3 types of videos you should be making to promote your company…

1. Company Profile Videos
(Otherwise Known As Commercials)

Intermission: We'll be back after your commercial message

Traditionally, the most obvious type of video you want to make to promote your company is a straight-forward company profile video – also known as a commercial.

What’s not so obvious is the way to go about making a commercial.

In many cases, a business will make a commercial that focuses on the company, its products, and what services it provides.

This is a huge mistake.


Well, think of it this way.

When was the last time you purposefully sat down in front of a television or computer screen to hear all about someone or something else, and all the reasons you should give them your money?

I mean, you’re already giving them your time (for free) just by viewing their commercial, might as well fork over some cash too, right?

It sounds ridiculous, doesn’t it?

It is ridiculous. In this day and age, audiences are inundated with sales pitches. They are weary of it.

Worse than that – they are numb to it.

Commercials that focus on the company are tedious to watch and therefore, largely ineffective.

Unless an audience member is in a very specific situation where they are ready to buy right now (highly unlikely) they won’t care.

And why should they care?

What’s in it for them to care?

The mistake that most businesses make when creating commercials is that they focus on themselves when what they should be focusing on is their audience.

Your target audience is quite literally the most important aspect of your business.

Don’t treat them like open wallets.

Instead, use your commercial to demonstrate that you know all about them. You know their needs, their challenges, their values, their sense of humor, their lifestyle preferences, their education level, their financial bracket… everything.

And most importantly, you know how to make their lives better. You have the solutions they need. You have value to offer.

Instead of going on and on about yourself in your commercial (boring), zero in on your specific target niche audience (and forget all the rest), and add value to their lives.

In other words…

Don’t sell soft drinks. Sell happiness.

Don’t sell cars. Sell luxury.

Don’t sell insurance. Sell peace of mind.

The products and services your company has to offer will organically make an appearance in the commercial, but the needs and desires of your target audience will be front and center, and that is what will keep them engaged.

By focusing your commercial on your audience, you will cut through the noise and stand out from your competition.

2. Testimonial Videos

A client testimonial video goes a long way.

Testimonials are a great way to demonstrate that your business has had a positive effect on the people who matter the most to your company – your clients.

Great testimonial videos tell a clear story.

Which Superhero are you?

First, you meet the main character of the story. And this character will be a real person, someone who has experience using your product or service.

The person giving the testimonial should be someone who represents your ideal client, and someone your audience members can identify with because they are similar in a meaningful way.

Because testimonials come from real people, your video will automatically resonate with credibility and authenticity.

This protagonist describes how they had a problem or challenge and the negative effects this obstacle had on their life.

This is the “conflict” part of the story.

The main character then goes through some trials and tribulations, and the audience members feel the hero’s pain and develop a close bond with the person telling the story, because the story is about them, too, on some level.

Then, the hero finds a solution (your company) and now all is well and everyone celebrates.

Ideally, the audience members identify with and want to be the hero. And they can… by hiring your company.

Testimonial videos are effective sales and conversion tools because they tell true stories and offer a transparent way to demonstrate how your business has value to offer your target audience.

3. Community Videos

Community Connections

Community videos look like a lot like inspirational videos.

They aspire to deliver a higher message.

They fight for a meaningful cause.

Community videos often try to make the world a better place.

They allude to the fact that there is a cause that is bigger and more important than your company, and that your business is in alignment with that bold movement.

Community videos trigger a deep, raw, instinctive response.

In order for a community video to work properly, you have to first really be in tune with your brand values.

And these brand values need to be clear-cut and strong.

Most importantly, these values need to resonate with your desired target audience.

Then and only then can you deliver an emotional and motivational community video that speaks to the values of your audience.

Your audience will feel good about your company (and purchasing from it) because they will feel like you understand what is important to them.


Adding video to your marketing campaign is an effective way to increase your company’s exposure.

There are many different types of videos you can produce to promote your business.

3 types of videos you can use to market your business include:

  • Commercials
  • Testimonial videos
  • Community videos


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