The 5 Essential Types of Videos to Grow Your Business in 2025.
Why Video Marketing is Crucial for Business Growth
Your business was created to solve problems. Your business grows when people experiencing those painful problems receive and believe the message of hope for a better day.
The question is - what is the most reliable way to get that message out in a compelling way?
Video.
Video is the most engaging form of digital content, and the stats prove it:
Consumers overwhelmingly prefer video over text when learning about products and services.
72% of consumers prefer video over text for learning about products or services.
WebFX95% of a message is retained when consumed through video, compared to just 10% when reading text. Wordstream
Videos boost conversion rates, customer trust, and SEO rankings.
80% increase in conversion rates can be achieved by including a video on a landing page. Backlinko
84% of consumers say that watching a product video has convinced them to make a purchase.
Rev
Businesses that use video see a higher ROI on their marketing efforts than those that don’t.
88% of marketers report that video content provides a positive return on investment (ROI).
Backlinko87% of businesses report that video marketing has significantly increased their lead generation.
WiserNotify81% of marketers say that video directly increases sales.
Zelios Agency
With video being such a powerful tool, the real question is: What kind of videos should you be creating?
After more than a decade of helping East Tennessee businesses tell their stories through video, here are the five essential video types we recommend.
1. Founder’s Story: Build a Personal Connection
A Founder’s Story video shares the heart behind your business—your mission, your risks, your victories. It humanizes your brand, builds trust, and helps potential customers connect with your "why."
People are naturally skeptical. But when they understand your story, your motivations, and the impact you’re making, they’re far more likely to trust you.
Best places to use it:
Your website’s “About Us” page
Social media & brand awareness campaigns
2. Testimonial Videos: The Power of Social Proof
We all look for proof before making a decision. Think about how we check Amazon reviews before buying. That’s social proof—and it’s why testimonial videos are so powerful.
A great testimonial video showcases real customers sharing their success stories. It’s far more engaging than written reviews and helps potential clients see themselves in those experiences.
Best places to use it:
Social media & website
Email follow-ups with potential clients
3. Day-in-the-Life Videos: Sharing Behind-the-Scenes Builds Trust
A trending format that resonates with today’s audience is Day-in-the-Life videos. These offer a raw, authentic look at your business. People want to know how things really work behind the scenes.
There’s something satisfying about watching the magic happen in a way that feels real and unscripted. It builds transparency and strengthens trust with your audience.
Best places to use it:
Social media (especially Instagram & Facebook)
Employer branding & recruitment
4. Explainer & Educational Videos: Teach, Inform, and Convert
People buy what they understand. The simpler you can explain your product or service, the easier it is for customers to say yes.
An explainer video breaks down complex topics in a clear, engaging way. Not only does this position you as an expert, but it also helps potential customers feel more confident in choosing your solution.
Best places to use it:
Social media (for engagement & shares)
Sales process (to keep your solution top-of-mind)
5. Recruitment & Company Culture Videos: Attract the Right Talent
Your greatest asset? Your people.
So, how do you show that to the world?
A culture video highlights your team, their journey, and why they love being part of your company. These are game-changers for recruitment and retention. They also strengthen brand loyalty with customers who love to support businesses that value their employees.
Best places to use it:
Social media & careers page
Employee onboarding
How to Choose the Right Video for Your Business
Before creating a video, start with your goals:
Need more brand awareness? A Founder’s Story or Day-in-the-Life video is the way to go.
Want to shorten your sales cycle? Testimonial or Explainer videos will help.
Struggling to find the right hires? Recruitment and Day-in-the-Life videos attract employees who align with your mission and your culture.
Once you’ve defined your goal, consider your audience:
Where will they watch the video?
What do you want them to feel?
What action should they take afterward?
Think of it like using the right tool for the job. Sure, you could hammer a screw into wood, but a screwdriver will do the job better and with less effort.
Best Practices for High-Performing Videos
Keep videos concise. Shorter for social media, longer for deep dives.
Focus on storytelling, not just selling. People connect with stories.
Optimize for mobile viewing. Videos should load fast and be easy to watch.
Use high-quality visuals & audio. If it looks cheap, it feels unimportant.
Include a clear call-to-action. What should viewers do next? Tell them!
Leverage SEO. Keywords, captions, and thumbnails make your video discoverable.
Final Thoughts: Why Investing in Video Will Elevate Your Brand in 2025
A well-crafted video isn’t just another piece of content. It’s a way to connect with your audience, grow trust, and build a culture. You don’t have to do everything all at once. Start with one or two videos that align with your goals, see the results, and continue from there. The key is consistency. If you’re showing up regularly with valuable, engaging videos, you’ll develop connections with your audience.
If you’re ready to grow your business through video, let’s talk. We’d love to help you create content that connects, converts, and builds lasting relationships.
