Let’s face it—video is often the first thing people watch before they ever read a single line on your website.
In today’s scroll-happy world, attention spans are short and decisions happen fast. That’s why having the right kind of video (in the right place) is one of the smartest and most effective ways to connect with your audience and grow your business.
At SVP Media, we go beyond just showing up with a camera. We collaborate with you to understand your brand, your goals, and your audience before we start filming, so the video we create actually works for you. As local experts in Seattle’s video production scene, we’ve seen firsthand how the right video can build trust, drive engagement, and deliver real results.
Social engagement. Higher conversions. Stronger hiring. Whatever your focus, strategy matters.
7 essential video types
Here’s a clear, no-fluff breakdown of 7 essential video types—plus when and where to use them. From your homepage to your hiring page to your next campaign, these formats work together to support your brand across every touchpoint.
1. Hero Video
Make a strong first impression.
This is your company’s primary video. It’s big-picture, emotionally driven, visually polished—and it says: Here’s who we are. Here’s why we exist. Here’s why it matters.
At SVP, we love crafting Hero Videos because they’re the perfect entry point. They live front and center on your site or socials and do the heavy lifting when someone lands on your brand for the first time.
What makes it unique:
- Big-picture messaging
- Emotion-driven visuals and music
- Cinematic quality, short and punchy (1–2 minutes)
Example: A local architecture firm’s video opens with stunning drone footage of completed projects, scenes of the team collaborating, and a voiceover: “We design spaces that elevate how people live and work.” See some examples of Hero Videos
Use this when: You want to quickly communicate who you are, what you do, and why it matters.
2. Branding Video
Show your values. Let people see the heart of your company.
A Branding Video brings your personality to life. It’s more relaxed than a Hero Video, spotlighting your team, your space, your vibe. It’s about identity—what you stand for and why people should connect with you beyond the product or service.
What makes it unique:
- Founder and team interviews
- Behind-the-scenes footage
- More personal, less polished—on purpose
Example: Team members sharing what motivates them, paired with behind-the-scenes clips from company events, volunteer days, or creative sessions.
Use this when: You want to build trust and long-term loyalty.
3. Recruitment Video
Hire better people by showing what it’s like to work with you.
Recruitment videos flip the script—now you’re the one being interviewed. Prospective hires want to know what it feels like to be on your team. A good recruitment video is real, relatable, and transparent about your company culture and growth opportunities. Check out the recruitment video we produced for Renew Physical Therapy.
What makes it unique:
- Features employees—not just leadership
- Honest, human testimonials
- Highlights growth opportunities and company culture
Example: A CEO shares the company’s mission and growth goals, intercut with employees explaining what makes the culture rewarding and why they’ve chosen to grow their careers there.
Use this when: You’re growing your team and want to attract like-minded talent.
4. Testimonial Video
Let others do the talking for you.
These are the trust-builders. Testimonial videos feature real clients or customers sharing their experience—what they struggled with, how you helped, and what life looks like now. The power is in the proof.
What makes it unique:
- Genuine, unscripted voices
- Focuses on transformation or results
- Great for before-and-after stories
Example: A small business owner says, “Before working with this agency, we were barely breaking even. Now we’ve doubled revenue and finally have time to breathe.” Click Here for Testimonial Videos
Use this when: You want to offer social proof and inspire confidence.
5. Explainer Video
Break it down. Show what you do and how it helps.
Explainer videos are great for simplifying the complex. They walk viewers through your product, service, or process in a clear and compelling way—perfect for demystifying your offer and showing real value.
What makes it unique:
- Clear, structured walkthroughs
- Simple language and visuals
- Typically 60–90 seconds
Example: A consulting firm explains how their three-step onboarding process helps clients define strategy, align teams, and hit goals—with clean visuals and motion graphics. Check out the explainer video we produced for LablightAR.
Use this when: Prospects need to understand exactly what you offer and how it benefits them.
6. Educational Video
Teach, don’t sell. Build trust by offering value.
People don’t want more ads—they want answers. Educational videos help you build authority by providing genuinely useful content. These can be FAQ videos, how-tos, or even deep dives into your expertise.
What makes it unique:
- Informative, not promotional
- Builds authority and credibility
- Can be short (FAQs) or long-form (deep dives)
Example: A marketing agency shares a 60-second video explaining “What makes a landing page convert?”—breaking down best practices with real-world visuals. Click Here for Educational Videos
Use this when: You want to position yourself as a trusted expert in your field.
7. Social Media Video
Grab attention where your audience is already scrolling.
Short, snappy, and scroll-stopping—these are made for Instagram, TikTok, LinkedIn, and beyond. Social videos are highly visual and made to engage quickly, often with text overlays and bold editing to maximize shareability.
What makes it unique:
- Quick, digestible format (usually under 30 seconds)
- Casual tone, fast edits, captions, and text overlays
- Designed to drive likes, shares, and comments
Example: On-screen text: “Myth: You need a massive budget to launch a brand video.” Next screen: “Truth: With the right strategy, small businesses can start strong.” Click Here for Social Media Videos
Use this when: You want to boost visibility, engagement, or brand awareness across social media platforms.
Bonus: Highlight Video
Capture the energy of your brand or event.
What makes it unique:
- Real footage from your event or team
- Music-driven, visually dynamic
- Often used as an event recap, teaser, or social media asset
Example: A 60-second recap of a conference showing speakers, audience reactions, networking, and smiles—with upbeat music and vibrant pacing.
Use this when: You want to create post-event buzz or showcase your brand’s personality in action.
How is it different from a Sizzle Reel or Teaser Video?
- Highlight = Recap (what just happened)
- Sizzle = Portfolio (what we’re all about)
- Teaser = Trailer (what’s coming soon)
A highlight video recaps a specific event or moment—it’s rooted in real footage and emotions. It captures the atmosphere, people, and energy of something that’s already happened.
A sizzle reel, on the other hand, is more like a visual portfolio. It combines clips from various projects to showcase the range and style of your work. It’s often flashier and designed to impress quickly, with bold edits and branded graphics.
A teaser video is used before something launches. It’s short, mysterious, and intentionally leaves out details to build excitement for what’s coming.
So, What’s the Right Video for You?
The Magnificent 7—and how they can work for you every day.
- Need to make a strong first impression? → Hero Video
- Want to show your values or team culture? → Brand Video
- Hiring new talent? → Recruitment Video
- Need social proof? → Testimonial Video
- Explaining a service? → Explainer Video
- Looking to boost authority or SEO? → Educational Video
- Want more views or visibility? → Social Shorts
Bonus: Want to capture energy from an event or milestone? → Highlight Video
Still not sure? That’s where we come in.
At SVP Media, we’re not just here to film. We’re here to guide—from strategy to script to screen. Whether you’re a small local biz or scaling fast, we bring expert insight, creative direction, and a deep understanding of what works in today’s Seattle market and beyond.
Let’s find the right story for your brand—and tell it beautifully.