7 Feb 2024

10 Must-Have Videos Every Business Should Use

10 Must-Have Videos Every Business Should Use

In a world dominated by the fleeting attention spans of the digital age, where platforms thrive on bite-sized content like reels and Shorts, videos are now a big part of our daily lives..As the saying goes, 'a picture is worth a thousand words,' and in today's fast-paced landscape, a video is worth even more. It's no surprise that businesses, in their quest to make a lasting impact, have embraced the power of video as an integral part of their communication and marketing strategy.

The statistics speak for themselves— a staggering 96% of individuals turn to videos when seeking insights into a product or service. In this era of information overload, where consumers are inundated with choices, businesses must not only adapt but excel in their approach. This blog explores the indispensable role that videos play in the realm of business communication, unveiling 10 essential types of videos that every forward-thinking business must leverage to stand out in the market.

Why Businesses Must Use Videos

Videos are a potent tool for businesses to connect with their audience in a compelling way. The strategic use of videos not only enhances communication but also contributes to the overall success and growth of a business in today's dynamic digital landscape.

Here are several reasons why they have become indispensable in the business landscape:

  1. Videos capture attention more effectively than text or static images. They engage viewers emotionally, making it easier for businesses to convey their message and leave a lasting impression.
  2. Visual content is more memorable. Viewers are more likely to retain information presented in a video, making it an effective medium for communicating complex ideas or promoting products and services.
  3. Search engines love video content. Incorporating videos on your website or social media channels can improve your search engine ranking, making it easier for potential customers to discover your business.
  4. Studies consistently show that businesses using video experience higher conversion rates. Whether it's a product demo or a testimonial, videos can build trust and influence purchasing decisions.
  5. Social media platforms prioritize video content. Sharing videos on platforms like Facebook, Instagram, and LinkedIn can significantly increase your reach and engagement.
  6. Videos come in various formats, allowing businesses to convey their message in different ways. From product tutorials and testimonials to behind-the-scenes glimpses, the versatility of videos caters to diverse marketing needs.
  7. Videos provide a platform to showcase the personality and values of your brand. Whether through storytelling or showcasing company culture, videos help humanize your business and foster a connection with your audience.
  8. With the prevalence of smartphones, videos are easily accessible on the go. This aligns with the mobile habits of modern consumers, ensuring your content reaches them wherever they are.

Types of Videos Every Business Should Use

1. Explainer Video

The first on the list is an explainer video. An explainer video is a short, concise, and visually appealing video that aims to explain a product, service, concept, or process to the target audience. It typically utilizes clear and straightforward language, combined with engaging visuals, to simplify complex information and make it easily understandable.

Explainer videos are pivotal for businesses seeking effective communication and audience understanding. As short, visually engaging pieces, they distill complex concepts, products, or services into easily digestible content. Explainer videos employ clear language and captivating visuals to ensure the audience comprehends the key messages swiftly. The succinct nature of these videos is ideal for capturing and maintaining viewer attention in today's fast-paced digital landscape. Businesses benefit from explainer videos by conveying their value proposition with clarity, making them valuable assets for marketing, product launches, and brand awareness campaigns. Their versatility allows for sharing across various platforms, contributing to a consistent and impactful brand narrative.

Benefits of Using Explainer Videos

  1. Explainer videos cut through complexity, ensuring that your audience understands the key points about your product or service.
  2. The combination of visuals, narration, and sometimes music creates an engaging experience that holds the viewer's attention.
  3. Well-crafted explainer videos have the potential to increase conversion rates by providing a compelling overview that encourages viewers to take the next step.

2. How-To Videos

Next in the list is How-to videos. How-to videos are instructional videos that provide step-by-step guidance on completing a specific task or achieving a particular goal. These videos aim to educate and empower viewers by breaking down complex processes into manageable and understandable steps.


How-to videos are indispensable tools for businesses aiming to empower their audience with practical knowledge. By delivering step-by-step guidance, these instructional videos simplify complex tasks, making them more accessible. They serve as a valuable resource for audiences seeking solutions to specific challenges or looking to acquire new skills. How-to videos enhance user engagement through visual learning, contributing to better information retention.

Benefits of Using a How-To Video

  1. How-to videos effectively transfer knowledge and skills from the creator to the viewer.
  2. They help viewers overcome challenges and accomplish tasks they may not have been able to do without guidance.
  3. Visual learning aids in better retention of information, and the step-by-step format keeps viewers engaged.

3. Onboarding Videos

Onboarding Videos are designed to welcome and orient new users or customers to a product, service, platform, or organization. These videos provide a comprehensive introduction, guiding users through the initial setup, key features, and essential information to ensure a smooth and positive start.


Onboarding videos are crucial for businesses to ensure a positive user experience. Serving as a welcoming introduction, these videos guide new users through the initial setup and key features, reducing the learning curve. They enhance engagement by presenting information in an engaging and memorable format, while also saving time and resources by automating the onboarding process. By showcasing key features and empowering users to independently navigate the product or service, businesses can foster loyalty and satisfaction, contributing to long-term user retention.

Onboarding videos also provide a scalable solution adaptable to various learning styles and offer insights for continuous improvement.

Benefits of Using Onboarding Video

  1. Onboarding Videos empower users to use the product confidently from the outset, reducing frustration and potential abandonment.
  2. Streamlining the onboarding process through video can save time for both users and support teams, enhancing overall efficiency.
  3. A positive onboarding experience contributes to higher user satisfaction, increasing the likelihood of user retention.

4. Product Video

Product videos are dynamic visual assets created by businesses to effectively showcase their products. These videos provide an immersive experience, offering a close look at the features and benefits of a particular product.

Product videos play a pivotal role in showcasing the features, benefits, and unique selling points of a product. These videos provide a dynamic and visually compelling way for businesses to present their offerings to the audience. By offering a detailed look at the product in action, product videos help potential customers make informed purchasing decisions. The visual demonstration enhances understanding, and businesses can highlight the product's value proposition effectively. Product videos also contribute to building trust and credibility, as they offer a transparent view of what customers can expect. Shared across websites, social media, and marketing channels, these videos become powerful tools for increasing brand visibility and driving conversions.

While product videos share similarities with explainer videos, they differ in focus. Product videos spotlight specific products, offering in-depth features for potential customers close to a purchase decision. Explainer videos take a broader approach, simplifying concepts for a wider audience at various sales funnel stages. Understanding these distinctions helps businesses deploy product videos strategically for targeted impact.

Benefits of Using Product Video

  1. Product videos offer a detailed and tangible representation, aiding customers in better understanding the product.
  2. Engaging visuals and a thorough presentation contribute to higher conversion rates by convincing potential customers of the product's value.
  3. Transparent and visually appealing product presentations build trust and credibility with the audience.

5. Demo Videos

Demo videos are concise presentations showcasing how a product or service works in action. These videos provide a hands-on experience, guiding viewers through the key features and functionalities to demonstrate the practical aspects of the offering.

Businesses should leverage demo videos as powerful tools to visually and interactively showcase the functionality of their products or services. By offering a tangible and immersive experience, these videos empower potential customers to make informed decisions, overcome objections, and engage with the content for better retention. The versatility of demo videos across the sales funnel, their impact on conversion rates, and their ability to convey a competitive advantage make them essential assets in a comprehensive marketing and sales strategy, enhancing customer understanding and driving meaningful interactions.

Benefits of Using Demo Video

  1. Demo videos provide a clear, visual representation, facilitating a deeper understanding of the product or service.
  2. Potential customers can make informed decisions by seeing the product in action, understanding its capabilities and usability.
  3. The interactive nature of demo videos keeps viewers engaged, making them more likely to explore the product further.

6. Social Media Videos

Social media videos are short, compelling video content created specifically for sharing on various social media platforms. These videos are designed to capture attention quickly, deliver engaging content, and foster interaction within the context of social media environments.


Businesses must incorporate social media videos into their marketing strategies for several compelling reasons. Firstly, social media videos are highly effective in capturing the attention of today's audiences, who often have shorter attention spans. The dynamic and visually engaging nature of videos makes them more shareable, increasing brand visibility as users interact with and distribute the content across social platforms. Additionally, social media videos facilitate audience engagement by fostering a sense of community and interaction. They provide a versatile medium to showcase diverse content, including promotional material, behind-the-scenes glimpses, and product showcases. Leveraging the unique dynamics of each social media platform, businesses can tailor their videos to resonate with specific audiences and demographics. Consistent use of social media videos reinforces brand identity, and the inclusion of clear calls-to-action prompts viewers to take desired actions, driving traffic, conversions, and overall brand impact.

Benefits of Using Social Media Videos

  1. Social media videos contribute to a brand's visibility by reaching a broader audience through shares, likes, and comments.
  2. The dynamic and interactive nature of these videos encourages audience engagement, fostering a sense of community and connection.
  3. Social media videos allow businesses to share diverse content, including promotional material, behind-the-scenes glimpses, product showcases, and more.

7.Promotional Videos

Promotional videos are crafted to showcase a product, service, event, or brand with the intention of driving awareness, interest, and ultimately, conversions. These videos are designed to highlight key selling points and create a compelling narrative that motivates the audience to take a desired action.

Promotional videos are indispensable tools for businesses looking to create impactful marketing campaigns, build brand awareness, and drive meaningful engagement with tangible results. Leveraging these videos increases brand awareness, boosts conversions, and prompts viewers to take desired actions such as making a purchase or participating in an event. The visual appeal enhances shareability, extending the reach of marketing messages, while clear calls-to-action guide viewers seamlessly. The versatility of promotional videos allows businesses to share them across multiple channels for maximum impact.

Benefits of Using Promotional Videos

  1. Promotional videos contribute to brand visibility by reaching a broad audience and creating a memorable impression.
  2. By effectively conveying the value and benefits of the promoted offering, promotional videos have the potential to drive increased conversions.
  3. Compelling content encourages viewer engagement, sharing, and interaction, extending the reach of the promotional campaign.

8. Internal Training Videos

Internal training videos are instructional materials created for employees within an organization, designed to educate, onboard, or enhance their skills. These videos facilitate efficient and standardized training processes, ensuring that employees receive consistent and comprehensive information. The primary purpose of employee training videos is to streamline the training and development of employees. Whether used for onboarding new hires, updating existing skills, or disseminating critical information, these videos contribute to a more effective and scalable internal training program.


Businesses should unquestionably leverage internal training videos as a fundamental aspect of their employee development strategies. These videos contribute significantly to streamlined and consistent training processes, ensuring that employees receive standardized information. Internal training videos enhance efficiency, reduce costs associated with traditional training methods, and offer scalability for organizations with diverse teams and locations. By incorporating clear instructions, visual demonstrations, and interactive elements, these videos create an engaging and effective learning experience. Personalization, feedback mechanisms, and accessibility further enhance the effectiveness of internal training videos, making them indispensable tools for organizations committed to optimizing their training programs and empowering their workforce.

Benefits of Using Internal Training Videos

  1. Internal training videos ensure consistency in the delivery of training materials, reducing variations in the information received by different employees.
  2. Streamlining training through videos saves time and resources compared to traditional in-person training sessions.
  3. These videos can be easily shared across teams and locations, allowing for scalable training programs that accommodate the growth of the organization.

9. Sales Video Presentations

Sales video presentations are dynamic audio-visual tools crafted to effectively communicate a product or service's value proposition to potential customers. By blending persuasive storytelling, visual demonstrations, and compelling content, these videos engage and guide the audience during the sales process.


The primary goal is to drive sales by showcasing the benefits, features, and unique selling points of a product or service in a captivating manner, addressing customer pain points and guiding buyers toward a positive purchasing decision.

Utilizing sales presentation videos is essential for delivering impactful sales pitches. Incorporating compelling storytelling and visual demonstrations, these videos engage potential customers, guiding them toward informed purchasing decisions. With consistent messaging and a focus on audience needs, sales presentation videos significantly contribute to brand impression and sales effectiveness. Short, focused, and tailored to the target audience, these videos are crucial tools for businesses aiming to boost sales and foster lasting customer relationships.

Benefits of Using Sales Video Presentations

  1. Sales video presentations allow businesses to deliver a persuasive and impactful sales pitch, emphasizing the value proposition effectively.
  2. Ensures a consistent and standardized message is conveyed to potential customers, minimizing variations in the sales pitch.
  3. The combination of visuals, storytelling, and a compelling message enhances viewer engagement and makes the sales pitch more memorable.

10. Testimonial Videos

Last but not the least in the list is Testimonial videos. Testimonial videos are authentic and compelling visual endorsements from satisfied customers or clients, sharing their positive experiences with a product, service, or brand. These videos leverage the power of real-life stories to build trust and credibility.


The primary purpose of testimonial videos is to establish credibility, instill trust, and provide social proof. By featuring the voices and faces of satisfied customers, these videos create a genuine connection with the audience and influence potential buyers' perceptions positively.

Businesses should harness the influential power of testimonial videos to build trust and credibility. Featuring authentic experiences from satisfied customers, these videos create a genuine connection, influencing potential buyers positively and serving as compelling endorsements. The key benefit lies in providing social proof, showcasing tangible product or service benefits through real voices and stories, ultimately influencing purchase decisions and fostering a positive brand image.

Benefits of Using Testimonial Videos

  1. Testimonial videos build credibility by allowing real customers to share their positive experiences, fostering trust among potential buyers.
  2. Viewers can relate to the authentic experiences of others, making testimonial videos a powerful tool for connecting with the target audience.
  3. Positive testimonials influence potential buyers' perceptions, often serving as a decisive factor in their decision-making process.

The significance of incorporating videos into your business strategy cannot be overstated. From enhancing engagement and information retention to boosting SEO and conversions, videos offer a dynamic means of connecting with your audience. In this digital age, where attention is fleeting, leveraging the power of videos is not just an option but a necessity.

To streamline and simplify the video creation process, consider integrating WowTo into your toolkit. WowTo is a user-friendly video maker specifically designed for crafting how-to videos, training materials, and step-by-step guides. With WowTo, the creation of essential videos for both your users and employees becomes not only more accessible but also more efficient. Elevate your business communication and training initiatives with the seamless and intuitive video-making capabilities of WowTo. Embrace the power of visuals, connect with your audience effectively, and stay ahead in the ever-evolving landscape of modern business.


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