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Falling Behind on Video Production?
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There are dozens of video formats out there: explainers, testimonials, product demos, brand films, short-form social clips, and the list keeps growing.
The top three content formats driving ROI are all video-based, with short-form video leading at 49%, followed by long-form video at 29% and live streaming at 25%, according to HubSpot’s 2026 State of Marketing Report.
But here’s the problem: not every format works for every goal, budget, or stage of the funnel. The real question is: Which video content types actually make sense for your business right now?
That’s where many marketers, SaaS teams, and startup founders get stuck. They have the budget approved but lack clarity on which format fits which goal.
Picking the wrong format doesn’t just waste your production budget. It wastes weeks of your team’s time and results in content that sits unused without moving any business metrics.
This guide breaks down 21 types of video production, who they’re best for, their key pros, when not to use them, and real example use cases. It helps you stop guessing and start allocating your video budget where it actually drives results.
The five stages are development (defining the concept and goals), pre-production (scriptwriting, storyboarding, and planning), production (the actual filming or animation), post-production (video editing, sound design, and motion graphics), and distribution (publishing and promoting the final video). Each stage builds on the previous one, so skipping or rushing any of them usually shows up in the quality of the final output.
The four broad categories are explainer videos (which simplify a product or idea), promotional videos (which drive awareness or sales), testimonial videos (which build trust through real customer stories), and educational videos (which teach your audience something useful). The right pick depends on where your buyer is in the funnel and what action you want them to take after watching.
The main types of TV production include news broadcasting, live event coverage, documentary production, scripted programming (like series and dramas), and commercial production for advertisements. While these formats are built for television audiences, many of the same production techniques like storytelling, cinematography, and post-production carry over directly into business video production.
There is no single way to classify business video production. The same video can fall into multiple categories depending on how you look at it. But broadly, there are three ways to break it down – by purpose, by format, and by industry.
This is the most common way to categorize videos because it ties directly to business goals.
Marketing videos aim to attract new audiences and generate interest. Think educational videos, social media clips, or entertainment content.
Sales videos support the buying process – product demos, comparison videos, and testimonials fall here.
Training videos teach employees or customers how to do something specific, like onboarding walkthroughs or feature update videos.
Brand awareness videos focus on visibility and recall. Corporate videos, documentaries, and behind-the-scenes videos sit in this bucket.
One video can serve more than one purpose. For example, a product video can work for both marketing and sales depending on where you place it in the funnel.
This classification is about how the video is produced, not what it is about.
Live action uses real people, real locations, and real footage. Testimonials, commercials, and event videos are good examples.
Animation uses illustrated characters and scenes to explain abstract concepts.
Motion graphics combine text, shapes, and movement to visualize data or processes.
Screen recording captures software in action, commonly used in training, onboarding, and feature update videos as part of a broader video production for startups approach where budgets are lean.
Different industries lean toward different formats based on their audience and regulations.
SaaS companies rely heavily on product videos, explainers, and onboarding content.
Healthcare uses training and compliance-focused videos.
Corporate teams invest in internal communication and brand videos.
E-commerce depends on product and promotional videos.
Fintech leans on explainers and animation to simplify complex financial topics through effective video marketing for businesses.
These three lenses often overlap. For example, a SaaS explainer video is categorized by industry, format (animation), and purpose (marketing), all at once.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
B2B buyers go through multiple stages before they reach out, and each stage calls for a different kind of video. Here are 21 types of video production, broken down by definition, best use cases, example use cases, pros, and when not to use them. Let’s take a look at them.
An educational video teaches your audience something valuable – a concept, a skill, or an industry topic, without directly selling anything. It builds trust by giving useful knowledge upfront, which makes viewers more likely to consider your brand when they are ready to buy.
Best for: Teaching your audience something useful
Example Use Case:
Need something like this for your product?
This educational video production by ContentBeta uses clear, simple animations to break down complex concepts, ensuring visual clarity. While there is no voiceover, on-screen text highlights key points. The pacing is deliberate, with a step-by-step structure that reinforces learning. This is what makes it a strong example of video marketing for businesses focused on knowledge delivery.
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A corporate video shares a company’s story, values, or updates with a specific audience – employees, investors, or partners. It is one of the common video production types used to communicate what a company stands for, beyond its products.
Best for: Internal communication and brand positioning
Example Use Case:
Salesforce’s corporate video example uses a single presenter with animated graphics, screen mockups, and branded visuals to explain their full platform in under 10 minutes. The motion graphics sync with each talking point. When the narrator mentions data, a visual appears instantly. This tight pairing of narration and visuals keeps a dense topic feeling approachable.
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A commercial video is a short, persuasive piece designed to sell a product or service. It runs on TV, YouTube, or social media to reach a wide audience fast and drive a specific action.
Best for: Driving sales and mass brand exposure
Example Use Case:
Monday.com’s commercial uses humor and a talking llama to show how their platform simplifies work management. The scriptwriting keeps it light while covering real product benefits:- templates, dashboards, and flexibility. The video branding stays consistent with purple tones, clean UI shots, and a punchy tagline at the end. It shows how comedy and product messaging can share the same 60 seconds without either feeling forced.
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A product video shows how a product works, what it looks like, and why it matters to the buyer. It focuses on features, usability, and the problem it solves, giving viewers a clear reason to consider it.
“The most effective product videos do more than show features — they help customers picture how a product fits into their everyday lives. For custom product brands, that clarity is often what turns initial interest into real buying intent.” says Saulius Meilutis, CEO of print-on-demand platform Podbase.
Best for: Showing product value before purchase
Example Use Case:
Need something like this for your product?
Recurly’s product tour, created by ContentBeta, uses polished screen recordings with a guided voiceover to walk through plan setup, pricing models, and dashboards step by step. The storytelling follows a logical flow – configure, launch, measure, which mirrors how a real user would experience the platform. Product in action is showcased with no filler.
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A customer testimonial video features a real customer sharing their experience with your product or service. It works because buyers trust other buyers more than they trust brands.
Best for: Building trust during the buying decision
Example Use Case:
Notion’s customer success video features a Cursor team member speaking directly to camera in a clean, well-lit office setting. There is no voiceover or heavy post-production. We can only see a team member sharing how they use the tool daily. The minimal editing lets the person’s genuine experience carry the message, which is exactly what makes testimonial videos credible.
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We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
An explainer video breaks down a concept, product, or process in a simple, easy-to-follow format. It typically runs 60 to 90 seconds and uses visuals, voiceover, or animation to make complex ideas feel simple.
Best for: Simplifying complex ideas for new audiences
Example Use Case:
Need something like this for your product?
MyCOI’s explainer video, created by ContentBeta, uses clean motion graphics with a steady voiceover to simplify insurance compliance – a topic that is hard to explain in text alone. Animated icons and transitions appear with each new feature, keeping the 60-second runtime visually active. Among types of video production, explainer video production shows how animation and narration together can make a dry subject feel clear and watchable.
Bonus Tip: Make sure to choose the right explainer video company to achieve the desired results.
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A social media video is a short-form piece built specifically for platforms like Instagram, LinkedIn, TikTok, or YouTube Shorts. It is designed to grab attention in the first few seconds and deliver value fast.
Best for: Quick engagement on social platforms
Example Use Case:
Need something like this for your product?
This ContentBeta short uses a 9:16 vertical frame built for mobile viewing. The pacing is fast, with tight cuts and on-screen captions to keep the message readable without sound. The audio is voice-led with a light music bed.
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A training video teaches employees, users, or customers how to do something specific – step by step. It replaces repetitive live sessions with a consistent, replayable format that scales across teams and locations.
Best for: Teaching processes, tools, or workflows
Example Use Case:
Mailchimp’s training video example uses a presenter-led walkthrough with live screen recordings to teach users how to set up signup forms. The structure moves topic by topic:- popup forms, embedded forms, landing pages, with clear chapter breaks.
The video editing is straightforward with clean cuts between topics and no unnecessary transitions. This is a solid video content ideas for businesses reference because it shows how screen capture and direct narration can make a 15-minute tutorial feel easy to follow.
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A promotional video highlights a specific offer, event, or launch to push viewers toward a clear action. Unlike brand videos, it is time-bound and built around a single goal – sign up, register, or buy.
Best for: Driving action on a specific campaign
Example Use Case:
Salesforce’s Dreamforce promotional video production uses fast-paced cuts, event footage, and an energetic voiceover to build excitement around a three-day conference. Among types of video production, this is a strong example of how quick visuals paired with a clear registration CTA can turn a 30-second video into a conversion tool.
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A behind-the-scenes video shows the people, process, or workspace behind your product or service. It gives viewers a look at what happens off-camera, which builds familiarity and trust.
Best for: Humanizing your brand for your audience
Example Use Case:
Squarespace’s behind-the-scenes video documents the making of their Super Bowl ad on Ireland’s coast. Handheld camera work, crew interviews, and raw on-set footage make it feel unscripted and real. Among types of video production, this is a good post-production reference. Minimal editing keeps the authenticity intact while still telling a structured story.
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We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
A comparison video puts two or more options side by side – your product vs. a competitor, or different plans within your own offering. It helps viewers make a decision by showing differences clearly.
Best for: Helping buyers choose between options
Example Use Case:
Intercom’s comparison video uses real customer interviews to compare their platform against Zendesk. No fancy graphics, just direct, experience-based opinions on camera. Among types of video production, this shows how talking-head testimonials with simple editing can build a convincing case without any scripted narration.
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A feature update video walks users through a new or improved feature in your product. It keeps your existing users informed and shows potential buyers that your product is actively evolving.
Best for: Communicating product changes to users
Example Use Case:
Slack’s Lists feature update uses clean screen recordings with a calm voiceover to walk users through the new project tracking tool. Each step flows logically:- create, customize, assign, share. The video editing is tight, with no wasted frames, making a two-minute walkthrough feel complete yet quick.
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A customer onboarding video guides new users through the first steps of using your product or service. It reduces confusion early on and helps users reach their first win faster, which directly impacts retention.
Best for: Getting new users started with confidence
Example Use Case:
Need something like this for your product?
ManyChat’s SaaS customer onboarding video, created by Content Beta, uses screen recordings with a calm voiceover to walk new users through setting up their greeting text. The format is tight – one task, one screen, under two minutes. The scriptwriting is focused on a single setup step, which shows how breaking onboarding into small, specific videos keeps each one easy to follow.
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An event video captures the key moments of a live event – conferences, product launches, meetups, or webinars. It serves as both a recap for attendees and a preview for people who missed it.
Best for: Extending the reach of live events
Example Use Case:
SaaStr’s event video combines quick attendee interviews with wide-angle crowd shots and stage footage to capture the energy of a 10,000-person conference. The fast cuts between speakers and venue shots keep it dynamic. The storytelling works because real voices replace scripted narration, making the recap feel genuine.
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An animation video uses illustrated visuals, characters, or motion graphics to explain ideas that are hard to show on camera. It works well when your product is abstract, technical, or does not have a physical form.
Best for: Explaining abstract or technical concepts visually
Example Use Case:
Need something like this for your product?
This Peoplevine animation video, created by ContentBeta, uses vibrant, dynamic visuals and seamless transitions to engage viewers. It incorporates upbeat background music to maintain momentum and guide the narrative. The smooth animation style effectively illustrates concepts without distractions, making it a prime example of how video production services can simplify and engage complex topics.
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A documentary video tells a real, in-depth story about a person, company, or problem. It uses interviews, real footage, and narrative structure to build an emotional connection with the viewer over a longer runtime.
Best for: Building deep emotional connection with audiences
Example Use Case:
Salesforce’s Trailblazer documentary features real people from South Africa sharing how the platform changed their careers and lives. The cinematography blends sit-down interviews with local environment shots, giving each story a personal, grounded feel. The longer format lets emotional moments breathe, something short-form content simply cannot do.
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We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
An entertainment video prioritizes fun, humor, or surprise to keep viewers watching and sharing. The brand message sits in the background while the content itself does the heavy lifting of holding attention.
Best for: Earning attention through shareability
Example Use Case:
Slack’s musical ad turns a messy meeting prep into a full song-and-dance number. The production uses choreography, set design, and comedic timing to show product features without making it feel like a demo. Among types of video production, this proves that high entertainment value and clear product messaging can coexist in the same video.
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An interactive video lets viewers make choices, click on elements, or navigate different paths within the video itself. It turns passive watching into active participation, which increases time spent and engagement.
Best for: Driving higher viewer engagement and retention
Example Use Case:
Gong’s interactive product demo video example uses clickable tooltips and a “Next” button that let viewers navigate the platform at their own pace. Instead of a linear walkthrough, users choose what to explore:- pipeline views, deal stages, or filters. The scriptwriting here is minimal by design because the viewer’s clicks replace the narrator’s voice.
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Live streaming broadcasts video content in real time to an online audience. It creates a sense of urgency and exclusivity because viewers know the content is happening right now, not pre-recorded.
Best for: Real-time engagement with a live audience
Example Use Case:
Adobe Live’s creative stream features a host demoing new Firefly and Photoshop features while reading live chat in real time. No script or edits. Only screen sharing and conversation. Among types of video production, this shows how a single presenter with a screen share setup can deliver a full product walkthrough without any pre-production overhead.
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An FAQ video answers the most common questions your customers or prospects ask on camera, in a clear and direct format. It saves time for both your support team and your audience by addressing doubts before they become tickets.
Best for: Answering common questions at scale
Example Use Case:
Have the script ready, but nobody on your team can animate the video?
Monday.com’s billing FAQ pairs a casual voiceover with screen recordings that walk through each question step by step. Labeled sections like “Billing Overview” and “Changing Your Plan” let viewers skip to what they need. The video editing uses clean cuts between topics, keeping each answer short and focused.
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A thought leadership video features a subject matter expert sharing insights, opinions, or predictions on an industry topic. It positions your brand as a credible voice that people turn to for perspective, not just products.
Best for: Building authority and industry credibility
Example Use Case:
Need something like this for your product?
ContentBeta’s podcast with April Dunford uses a simple two-person interview format. There is a host and guest on a video call with no fancy set or graphics. Among types of video production, this proves that when the speaker’s expertise is strong enough, a basic recording setup with clean audio is all you need to hold an audience for 27 minutes.
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Understanding the 21 most popular types of video production helps you choose the right style for your business needs. Leverage these insights to create impactful content that drives engagement and growth.
Different types of video production work better at different stages of the buyer journey. Matching the right format to the right stage helps your content do its job, i.e., move people closer to a decision.
At this stage, the goal is to reach new audiences and build familiarity. These formats work well because they educate, entertain, or introduce your brand without pushing for a sale.
Corporate Video, Educational Video, Social Media Video, Entertainment Video, Behind-the-Scenes Video, Documentary, Animation, Thought Leadership Video, and Live Streaming fit here.
Here, buyers are actively researching options. They want to understand how your product works and how it compares. Your video marketing strategy at this stage should focus on clarity and specificity.
Explainer Video, Product Video, Comparison Video, Event Video, Interactive Video, and Promotional Video fit here.
At this point, buyers need confidence. They want proof that your product delivers results and that others have succeeded with it. These formats give them that final push.
Customer Testimonial / Customer Success Video, Commercial Video, and FAQ Video fit here.
After the sale, the goal shifts to helping customers succeed and stay. These formats reduce churn, answer questions, and keep users moving forward with your product, all part of a strong content marketing strategy.
Training Video, Customer Onboarding Video, and Feature Update Video fit here.
Some video types can sit across multiple stages. A product video might work for consideration and decision. A live stream could serve awareness and retention. The funnel is a guide, and should not be considered as a rigid rule. Start with the stage that needs the most attention right now and pick the format that fits.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
Now that you have categorized video content types by marketing funnel stage , it helps to understand how to pick the right one. Because the format you choose should be tied to a business goal, not just a production preference.
Buyers typically consume 13 or more content pieces before they reach out to a company. That means your video marketing strategy needs to cover multiple stages, not just one.
At the top, you need videos that build awareness and establish a point of view. Think thought leadership clips, explainer videos, or short educational content that introduces a problem your audience already feels. The goal here is not to sell. It is to get on their radar.
In the middle of the funnel, the job shifts to building trust and reducing perceived risk. This is where formats like webinars, behind-the-scenes videos, and tactical breakdowns work well. You are showing your audience how you think and how you operate, and not just what you sell.
At the bottom, the priority is conversion. Product demos, customer testimonials, and case study videos do the heavy lifting here. These formats give buyers the proof they need to move forward with confidence.
A video that works on a landing page may not work on LinkedIn. Short-form video content (15 to 30 seconds) tends to perform better on social feeds, while longer formats suit gated content or sales conversations. If your audience is senior decision-makers, they may respond better to a well-produced customer story than a fast-paced reel.
One well-planned video shoot can produce multiple assets. A single customer interview can become a full case study, a 30-second testimonial clip, and a quote graphic, thus stretching your budget across the funnel without starting from scratch every time.
The right video format is the one that matches where your buyer is in their journey and what action you want them to take next. Get that alignment right, and every video you produce works harder for your pipeline.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
Not every video type fits every goal, budget, or team size. This table gives a quick side-by-side view so you can match the right types of video production to your current priorities.
| Type | Best For | Budget Level | Complexity |
|---|---|---|---|
| Educational Video | Teaching your audience something useful | Low to Medium | Low |
| Corporate Video | Internal communication and brand positioning | Medium to High | Medium |
| Commercial Video | Driving sales and mass brand exposure | High | High |
| Product Video | Showing product value before purchase | Low to Medium | Low to Medium |
| Customer Testimonial / Customer Success Video | Building trust during the buying decision | Low | Low |
| Explainer Video | Simplifying complex ideas for new audiences | Medium | Medium |
| Social Media Video | Quick engagement on social platforms | Low | Low |
| Training Video | Teaching processes, tools, or workflows | Low to Medium | Low to Medium |
| Promotional Video | Driving action on a specific campaign | Medium | Medium |
| Behind-the-Scenes Video | Humanizing your brand for your audience | Low | Low |
| Comparison Video | Helping buyers choose between options | Low to Medium | Low to Medium |
| Feature Update Video | Communicating product changes to users | Low | Low |
| Customer Onboarding Video | Getting new users started with confidence | Low | Low |
| Event Video | Extending the reach of live events | Medium to High | Medium |
| Animation | Explaining abstract or technical concepts visually | Medium to High | High |
| Documentary | Building deep emotional connection with audiences | High | High |
| Entertainment Video | Earning attention through shareability | High | High |
| Interactive Video | Driving higher viewer engagement and retention | Medium to High | High |
| Live Streaming | Real-time engagement with a live audience | Low to Medium | Medium |
| FAQ Video | Answering common questions at scale | Low | Low |
| Thought Leadership Video | Building authority and industry credibility | Low to Medium | Low |
The right pick depends on where your audience is in the buying journey and what resources you have available. Use this table on types of video production as a starting point then match it with your goals, timeline, and team bandwidth.
Knowing the different types of video production is one thing. Actually producing them consistently, on time, and within budget is a different challenge, especially for lean B2B teams.
ContentBeta works as a creative-as-a-service partner built specifically for B2B tech companies. The team handles everything from scriptwriting to video editing and final delivery, covering formats like explainers, product demos, testimonials, ad creatives, and social media clips. Short-form videos are delivered within 2 to 3 days, and long-form within 8 to 12 days.
Each subscription includes a dedicated creative director who owns brand consistency across every deliverable. So whether you are producing one video or scaling across multiple formats, the output stays on-brand without you managing every detail.
It really depends on what stage you’re at in the funnel. Explainer videos and product demos are a great start for introducing your product. For building trust, use customer testimonial videos. If you want to position your brand as an industry leader, thought leadership and documentary videos work wonders. Mix them up to cover different audience needs.
Keep it simple and focused. Highlight the core features of your product and show how it solves real customer problems. Use screen recordings or motion graphics to make the features stand out. Keep the video short – under 2 minutes – to ensure viewers stay engaged and understand the product’s value quickly.
Customer testimonials build trust with potential clients. Hearing from real customers about how your product solved their problems provides social proof. It’s a great way to show how your SaaS product delivers real value, especially when your prospects see others achieving success with it.
Product videos are best when you want to showcase your product’s features in real-life scenarios. They help potential customers understand exactly how your product works.
Explainer videos, on the other hand, are perfect for introducing complex concepts in a simple, visual format. Use them when you need to explain the value proposition of your product or service clearly.
It humanizes your brand. Behind-the-scenes videos show the team and the processes that make your product happen. Plus, people love seeing the faces behind the brand – it builds trust and makes your brand feel real.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
Rishabh Pugalia, CMO/Co-founder, ContentBeta. He advises B2B SaaS companies on brand visibility & product adoption through video & design. He believes in AI-assisted, human-in-the-loop workflows for scaling marketing ops.
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