Every video we produce for our clients is tailored to meet their specific needs. Your project goals, messaging and target audience will often determine the type of video you need. However, if you’re just getting started it can be helpful to know what type of video to ask for.

Here is an overview of common video solutions and their particular uses, as well as some tips and recommendations to improve functionality and reach.

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When you want to show the world who you are and what makes you special, to stand out from the crowd, attract new customers and entice people to do business with you, the company overview video —or company profile— is the way to go.

Displayed front and center on your website the company overview video becomes the core of your corporate video strategy. It shines a light on your business as a whole, presents your company the way you’d like it to be seen, and uniquely identifies your brand.

The company overview video is what you play to impress customers and present to a large audience at important events.

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Brand videos are growing in popularity and are a format we are particularly excited about. Where the company overview video is heavily produced and polished, with every detail planned in advance, the brand video takes a different approach: traditional storytelling.

The brand video feels much more like a documentary than a showreel, more journalism than sales pitch. Capturing real world human interactions reveals an authenticity that draws people in and grabs hold of them, cementing an emotional connection with your story and your brand.


One of the most popular video solutions is the promotional video, which is generally used to showcase a product, service or event, though they can be used to advertise your company as a whole. While the topic is often specific a successful promotional video will also contribute to brand recognition and invite the viewer into your larger ecosystem.

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Case study videos, or customer testimonials, are a particularly effective way of attracting customers and B2B buyers.

When someone is considering whether you are the company who will best address their specific needs little is more convincing than seeing another customer or buyer talk about how you solved their problems.

Because of this direct, honest approach, case study videos are often seen as more authentic, and thus more trustworthy than other types of video.


Example of subtitles displayed on a video frame

Let’s first explain the difference between subtitles and captions:

Subtitles are a method of translating spoken words into readable text and displaying it onscreen; they are commonly used to translate a video into another language.

Captions are another method of converting spoken words to onscreen text, but captions also include text-based descriptions of background sounds and other audio cues important to the story. There are two types of captions: open and closed. Open captions (or burn-in) are fixed onscreen; closed captions are user enabled.

Traditionally, captions have been provided as a service to deaf and hearing impaired audiences. However, times have changed, and we have a lot more information about our collective viewing habits.

Studies have shown that most viewers who enable closed captions do so for reasons other than hearing loss. In fact, in 2020 85% of the video content on Facebook was watched without sound!

We’ve come to understand that viewers for whom English is a second language also benefit from captions, as well as those with learning disabilities or difficulty maintaining focus. Captions can help with concentration, leading to greater comprehension.

Captioned videos have statistically higher view counts than videos without captions, and viewers are many times more likely to watch a video to completion when captions are available.

Example of captions displayed on a video frame

If you upload a video that doesn’t include captions a substantial portion of your audience either won’t receive or won’t understand your message —including the internet itself.

When you upload a video to the web you are prompted to provide a title, keywords, and tags —all crucial bits of metadata that contribute to your overall ranking. But search engine crawlers, little bots that roam around the web and index site content, have no idea what the content of your video is. They need a little help.

One method is to publish a transcript on the same page as the video.

The more integrated and interactive approach is to provide closed captions, which can be embedded in the video file or travel as a separate file. Viewers can turn closed captions on or off, and search engines will read and index captions, which directly impacts search results.

Custom cllosed captioning logo


Training videos are designed to educate the viewer about a specific subject and teach them a particular skill, or set of skills. These are particularly useful for training employees about protocols and procedures, like new safety guidelines for example, or how to use company software.

Instructor-led training comes with instructor fees (which may include travel and accommodation expenses) and the cost of training and presentation materials. Of course, you have to pay your current employees for the time they spend in class, and figure out how to train new employees.

Investing in training videos can save your company a lot of time and money in the long run.

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How-to videos are tutorials that walk the viewer through a series of steps designed to help them complete a task or learn a new skill.

Providing useful information and valuable instruction can help build confidence in your products or services, increasing the value of your brand.


Trade show booths are designed to help you connect with buyers, generate leads, advertise your products and services and show how they work. Trade show videos help you accomplish these goals by drawing people to your booth even when you’re focused on chatting with visitors.

A good trade show video will fit the overall design aesthetic of your booth, reflecting your brand, while containing enough dynamic imagery to grab attention from a distance. As trade shows are extremely noisy environments trade show videos often play without sound, and because they play on a loop we recommend somewhat longer videos to help reduce annoying repetition and fatigue.

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Explainer videos are typically short animated videos that explain who you are and what you do. They present a problem and then clearly describe how your solution solves that problem. These videos are fun, fast moving, and engaging.

A common (perhaps overused) approach is the whiteboard video, though explainer videos can also employ traditional motion graphics and character animation.


The aspect ratio of an image describes the ratio of its width to its height.

Most of the time we deliver HD and 4K videos in 16:9, or “wide screen”, which looks great on a computer, tablet or television screen. Certain projects demand a wider, more “cinematic” format such as 2:35:1, which appears letterboxed just like most movies you watch at home.

Today people are consuming more content on their mobile devices than ever before. When they hold their phones horizontally, or in landscape mode, the content fills the screen. However most people choose instead to hold their phones vertically, in portrait mode, where the content does not fill the screen at all, leaving a lot of wasted space.

To counteract this behavior social media platforms have adopted different video formats, such as 9:16 or “vertical” video and 1:1 or “square”; both formats fill up much more of the screen than widescreen video does in portrait mode.

Sure, you can upload a video to YouTube and post a link to that video on your Facebook page, but most of your audience will watch in portrait mode, which is hardly the best presentation of your content. On top of this, social media platforms actually prioritize native video —video uploaded directly— over external links.

Because your social media presence is such a crucial component of today’s marketing strategy we recommend that you produce one “full” version that will look great on your website, YouTube, and Wistia for example, and a separate version reframed for social media.

As you can see, vertical video is framed quite differently than landscape video. Any wide screen video can be converted to a square or vertical format, but it’s important to know that up to 2/3 of your image will be lost in the process. If your sole intent is to create video for social media that content should be captured with that specific framing in mind so that you can make the best use of that aspect ratio.

Interested in learning more about video production?

Head on over to our Resources page, a growing collection of videos and blog posts designed to educate the amateur and the professional alike. You can search through categories like “Workflow”, “Tips & Tricks”, and of course we post our own “News & Updates”.