1 Learn the concept
Businesses can use several types of videos to engage with their audience and tell a memorable story. Each type has a different purpose, length and style. This lesson explains the most popular types, such as tutorials, product demos, testimonials, behind-the-scenes and explainers, and how to choose between them.
2 See it in action
- Tutorials teach and build trust.
- Demos show how a product works.
- Testimonials give social proof.
- Behind-the-scenes content shows the people and process.
Worked example
Choosing videos for a launch
Awareness: a 60-second explainer.
Consideration: a 5-minute tutorial.
Decision: a short customer testimonial.
Result to look for: each video does one job for one stage.
3 Study an example
Example scenario
A bakery makes one tutorial, one behind-the-scenes clip and one customer testimonial each month. Together they teach, show personality and build confidence.
4 Apply it and download
- Choose three video types.
- Match each to a goal.
- Schedule them.
Worksheet Editorial calendar and content brief templateOpen, print or save as PDF