9 Essential Types of Videos to Master in 2025

In a digital landscape where attention is the ultimate currency, video isn't just an option-it's the engine of modern communication and marketing. But simply "making videos" isn't a strategy. The true power lies in strategically deploying the right types of videos for the right purpose, audience, and platform.

From building trust with authentic testimonials to simplifying complex ideas with animated explainers, each format serves a unique and critical role in the customer journey. Understanding these distinct formats is the first step toward creating a comprehensive video strategy that captivates audiences, builds authority, and drives measurable results. This is essential whether you're aiming for broad brand awareness or targeted lead generation.

This guide breaks down the nine most crucial video types your organization should master. We will provide actionable insights, practical examples, and a clear roadmap for implementation. We'll explore how to choose the best format for your goals, the key features of each, and how to execute them effectively to elevate your brand’s impact. To truly unlock growth and master these formats, it's also essential to stay current with the evolving landscape, such as by learning how to decode the top 9 short-form video trends in 2025. Prepare to move beyond generic content and start creating videos that convert.

1. Explainer Videos

Explainer videos are short, engaging videos that simplify complex ideas, products, or services into easily digestible content. Typically ranging from 60 to 120 seconds, their primary goal is to educate the viewer, quickly demonstrating a problem and presenting a solution in a clear, compelling narrative. Among the various types of videos, explainers are particularly powerful for capturing attention at the top of the marketing funnel.

Whether animated or live-action, these videos use visual storytelling to build understanding and trust. A classic example is the original Dropbox explainer video, which reportedly increased sign-ups by 10%. By focusing on a common user frustration (forgetting a USB drive) and presenting a simple solution, it resonated with millions and helped build a multi-billion dollar company.

When to Use an Explainer Video

Explainer videos are most effective when you need to introduce a new or abstract concept. They excel in situations where a text-based description might be too dense or fail to convey the value proposition effectively.

Use an explainer video for:

• Product Launches: Quickly show how your new product works and the key problems it solves.
• Homepage Hero Section: Greet visitors with a video that instantly clarifies what your company does.
• Onboarding Flows: Guide new users through the initial steps of your software or service.
• Sales Pitches: Equip your sales team with a consistent and polished tool to explain your offering.

Key Insight: The power of an explainer video lies in its ability to create an "aha!" moment for the viewer, transforming confusion into clarity and moving them closer to conversion.

Actionable Tips for Implementation

To create an explainer video that drives results, focus on clarity and viewer engagement.

• Hook Them Fast: Your first 10 seconds are critical. Start with a relatable problem or a captivating question to grab immediate attention.
• One Core Message: Avoid overwhelming the viewer. Center your entire script around a single, powerful message. What is the one thing you want them to remember?
• Brand-Aligned Visuals: Ensure your animation style, color palette, and tone of voice are consistent with your overall brand identity to build recognition.
• Prioritize Accessibility: Include captions. This not only helps viewers with hearing impairments but also caters to the majority who watch videos on social media with the sound off.

2. Tutorial/How-To Videos

Tutorial or how-to videos are educational guides designed to teach an audience how to perform a specific task, use a product effectively, or acquire a new skill. These videos break down complex processes into simple, sequential steps, providing immense practical value. As one of the most searched-for types of videos online, they are a cornerstone of content marketing, positioning brands as helpful experts and building long-term audience trust.

This format empowers viewers by giving them the knowledge to solve a problem themselves. For instance, Adobe’s vast library of Creative Cloud tutorials helps users master complex software, which in turn increases product adoption and retention. Similarly, Tasty's viral recipe videos simplify cooking, making it accessible and fun for millions, thereby strengthening their brand identity in the food media landscape. This direct utility is what makes tutorials so powerful.

When to Use a Tutorial/How-To Video

Tutorials are ideal for demonstrating value through education and supporting customers post-purchase. They work best when your audience is actively seeking solutions or looking to deepen their understanding of a topic related to your industry or product.

Use a tutorial video for:

• Customer Onboarding: Guide new users through your product's key features to reduce churn and improve user experience.
• Content Marketing: Create valuable, evergreen content that answers common questions your target audience is searching for.
• Product Support: Reduce the load on your customer service team by creating a video library that addresses frequent issues.
• Lead Generation: Offer in-depth tutorials as gated content to capture high-intent leads interested in your expertise.

Key Insight: A great tutorial doesn't just show 'how'; it builds confidence. By empowering your audience with skills, you transform them from passive viewers into loyal brand advocates.

Actionable Tips for Implementation

To create an effective tutorial, your focus should be on clarity, pacing, and navigability.

• Show the End Result First: Begin by showcasing the finished product or successful outcome. This sets expectations and motivates the viewer to follow along.
• Provide a Materials List: If your tutorial requires tools, ingredients, or software, list them at the very beginning so viewers can prepare.
• Use Timestamps: For longer videos, add timestamps in the description. This allows viewers to easily skip to the specific section they need, respecting their time.
• Clear Audio and Pacing: Speak clearly and at a moderate pace. Use on-screen text or graphics to reinforce critical steps and instructions.

3. Product Demo Videos

Product demo videos are focused presentations that showcase a product or service in action, moving beyond a simple explanation to demonstrate its tangible value. Unlike broader explainer videos, demos dive into specific features, workflows, and use cases to show how a product works. Their primary goal is to bridge the gap between interest and purchase by providing a clear, compelling look at the user experience. Among the many types of videos, these are crucial for middle-of-the-funnel prospects who are actively evaluating solutions.

These videos build confidence by proving that a product can deliver on its promises. A powerful example is seen in Peloton's equipment showcases, which blend hardware functionality with the motivational user interface to immerse viewers in the workout experience. Similarly, SaaS companies like Zoom use walkthroughs to guide potential customers through core features, turning abstract benefits into concrete, understandable actions and helping drive adoption.

When to Use a Product Demo Video

Product demos are most powerful when your audience has a foundational understanding of the problem and is now comparing potential solutions. They are designed to answer the question, "How would I actually use this?"

Use a product demo video for:

• Product Pages: Place demos alongside feature lists to give customers a dynamic look at how everything works together.
• Email Nurture Campaigns: Send targeted demos to leads who have shown interest in specific features or solutions.
• Trade Shows and Events: Loop a compelling demo at your booth to attract attention and start conversations.
• Post-Purchase Onboarding: Help new customers get up and running quickly by showing them key initial steps.

Key Insight: A great product demo doesn't just list features; it tells a story of transformation, showing a user effortlessly moving from a state of challenge to a state of success.

Actionable Tips for Implementation

To create a product demo that converts, focus on clarity, context, and a compelling call to action. You can learn more about how to make an effective product demo video on moonb.io.

• Start with the Problem: Frame the demonstration by first presenting the specific pain point or challenge that your product's feature will solve.
• Show, Don't Just Tell: Instead of using text overlays to describe a function, show a real user navigating the interface to accomplish a task. Authenticity is key.
• Highlight Key Differentiators: If your product has a unique feature that competitors lack, make it the star of the demo. Show exactly why it's a game-changer.
• End with Clear Next Steps: Conclude with a strong call to action. Guide the viewer on what to do next, whether it's starting a free trial, booking a call, or making a purchase.

4. Testimonial Videos

Testimonial videos are authentic customer stories presented in a video format, showcasing real users sharing their positive experiences with a product, service, or brand. By featuring genuine satisfaction and success, these videos leverage powerful social proof to build trust and credibility with prospective customers. Unlike other types of videos that feature the brand as the hero, testimonials position the customer as the central figure, making the narrative more relatable and believable.

These videos are highly effective because they offer a third-party validation that a company's marketing claims simply cannot replicate. Brands like HubSpot and Salesforce have mastered this format by creating extensive libraries of customer success stories that detail tangible business transformations. By letting happy customers do the talking, these companies turn advocacy into a powerful marketing asset that resonates deeply with target audiences and addresses their specific pain points. A similar approach can be used with internal stakeholders, which you can see in these powerful employee testimonial videos.

When to Use a Testimonial Video

Testimonial videos are ideal for middle-of-the-funnel and bottom-of-the-funnel marketing efforts, where prospects are actively evaluating solutions and need reassurance before making a purchase decision.

Use a testimonial video for:

• Case Study Pages: Bring a written case study to life with a compelling video narrative.
• Landing Pages: Increase conversion rates by placing a relevant testimonial next to a call-to-action.
• Email Marketing Campaigns: Nurture leads by sharing success stories that align with their industry or challenges.
• Social Media Ads: Use clips from testimonials in paid ad campaigns to build credibility and attract new leads.

Key Insight: A great testimonial video doesn't just say a product is good; it shows how it solved a real-world problem, transforming a customer's situation from a state of frustration to one of success.

Actionable Tips for Implementation

To capture authentic and persuasive testimonials, focus on creating a comfortable environment and guiding the conversation, not scripting it.

• Choose Diverse Advocates: Select customers from different industries, roles, or backgrounds to show the broad appeal and versatility of your solution.
• Focus on Measurable Outcomes: Guide your customers to talk about specific, quantifiable results. How much time did they save? By what percentage did their revenue increase?
• Ask Open-Ended Questions: Instead of "Do you like our product?", ask "Can you describe the moment you realized our product was solving your problem?". This encourages storytelling.
• Show a Before-and-After: Structure the story to highlight the challenges the customer faced before your solution and the positive transformation they experienced after.

5. Educational/Training Videos

Educational or training videos are structured learning content designed to teach specific skills, concepts, or processes. Unlike shorter explainer videos, these are often longer and more detailed, serving as a primary tool for knowledge transfer and skill development. Among the different types of videos, educational content is fundamental for building expertise, standardizing procedures, and scaling learning initiatives within an organization or for a wider audience.

These videos form the backbone of platforms like Coursera and MasterClass, as well as internal corporate learning portals. They transform complex subjects into manageable lessons, using a combination of direct instruction, on-screen graphics, and practical demonstrations. A prime example is a corporate safety training video that visually demonstrates correct equipment handling, ensuring every employee receives the same clear, high-quality instruction, reducing risks and improving compliance.

When to Use an Educational/Training Video

Educational and training videos are ideal for situations that require in-depth instruction and repeatable, standardized learning experiences. They are most powerful when you need to convey detailed information that learners can revisit at their own pace.

Use an educational/training video for:

• Employee Onboarding: Efficiently train new hires on company policies, software systems, and role-specific duties.
• Customer Education: Teach customers how to use advanced features of your product, maximizing its value and improving retention.
• Compliance and Safety Training: Deliver mandatory training on topics like workplace safety or data security in a consistent, trackable format.
• Professional Development: Offer courses that help employees or customers build new skills relevant to their industry.

Key Insight: Effective training videos don't just present information; they empower learners by breaking down complex skills into achievable steps, fostering confidence and competence.

Actionable Tips for Implementation

To create training content that engages and educates, focus on structure, clarity, and practical application.

• Structure Content in Modules: Break down a large topic into a series of shorter, focused videos. This microlearning approach prevents cognitive overload and makes it easier for viewers to find and review specific information.
• Incorporate Hands-On Practice: Prompt viewers to pause the video and apply what they've learned. This could be a software exercise, a role-playing scenario, or a simple quiz to reinforce key concepts.
• Use Varied Teaching Methods: Combine on-screen presenters, screen recordings, animation, and real-world footage to keep the content dynamic and cater to different learning styles.
• Focus on Real-World Application: Always connect theoretical knowledge to practical, real-world examples. Show how the skill or process being taught solves a tangible problem or improves a workflow. You can learn more about creating effective corporate training videos on moonb.io.

6. Entertainment/Viral Videos

Entertainment or viral videos are created with the primary goal of amusing, inspiring, or emotionally engaging an audience to maximize shareability. Unlike other types of videos that focus on direct promotion or education, these prioritize entertainment value, often using humor, surprise, or heartwarming narratives to connect with viewers on a personal level. The objective is to create something so compelling that people feel an urge to share it with their networks.

This approach trades a hard sell for cultural currency and brand awareness. A legendary example is Dollar Shave Club's launch video, which used irreverent humor to disrupt an entire industry and attract millions of views. Similarly, Old Spice’s "The Man Your Man Could Smell Like" campaign became a cultural phenomenon, proving that entertainment can redefine a brand's image and drive massive sales lifts.

When to Use an Entertainment/Viral Video

These videos are ideal for top-of-funnel brand awareness campaigns where the goal is to generate buzz and reach a broad audience. They work best when you want to build an emotional connection and make your brand memorable and relatable, rather than explaining product features.

Use an entertainment video for:

• Brand Awareness Campaigns: Launch a video designed to capture widespread attention and introduce your brand to new audiences.
• Social Media Engagement: Create content specifically for platforms like TikTok or Instagram to tap into current trends and user behaviors. Learn more about optimizing short-form video on Moonb.io.
• Humanizing Your Brand: Show a lighter, more authentic side of your company to build a stronger community connection.
• Product Launches (with a twist): Instead of a standard demo, use humor or a creative story to make your launch unforgettable.

Key Insight: Virality can't be guaranteed, but it can be engineered. By focusing on strong emotional triggers like humor, shock, or joy, you significantly increase the probability of your content being shared.

Actionable Tips for Implementation

To create an entertainment video with viral potential, you need to think like a content creator, not just a marketer.

• Focus on Emotional Triggers: Center your concept around a universal emotion. Will it make people laugh out loud, feel inspired, or say "aww"? A strong emotional hook is non-negotiable.
• Embrace Authenticity: Overly polished or corporate videos rarely go viral. Genuine, raw, and even low-fi moments often feel more trustworthy and relatable to modern audiences.
• Tap into Trends (Carefully): Leverage current memes, sounds, or challenges, but ensure it aligns with your brand’s voice. A forced trend can backfire and make your brand seem out of touch.
• Optimize for Mobile & Sharing: Design your video for vertical viewing. Keep it concise, add clear captions for sound-off viewing, and make the "share" button an intuitive next step for the viewer.

7. Webinar/Presentation Videos

Webinar and presentation videos are long-form content designed to educate an audience on a specific, in-depth topic. Delivered by one or more subject-matter experts, these videos often involve slides, live demonstrations, and interactive elements like polls and Q&A sessions. While many are broadcast live, they are almost always recorded and repurposed, becoming valuable, evergreen assets that establish authority and generate leads.

This format is a cornerstone for B2B marketing and educational institutions. Companies like HubSpot and Salesforce have built massive audiences by hosting regular marketing and product webinars, using them to nurture prospects through the sales funnel. These videos go beyond a simple explanation, offering deep, actionable knowledge that positions the host as a thought leader in their industry.

When to Use a Webinar/Presentation Video

This type of video excels when you need to cover a complex topic comprehensively or demonstrate significant value to a dedicated audience. They are ideal for mid-funnel marketing activities where potential customers are already aware of a problem and are actively seeking detailed solutions.

Use a webinar/presentation video for:

• Lead Generation: Gate the recording behind a registration form to capture high-quality leads.
• In-Depth Product Demos: Go beyond a quick overview and show advanced features or specific use cases. Read more about how to structure a great software demo presentation.
• Thought Leadership: Share industry research, trends, or expert analysis to build credibility and trust.
• Customer Education: Host training sessions or workshops to help existing customers maximize their use of your product or service.

Key Insight: Webinars transform passive viewing into an active learning experience, creating a direct channel for engagement, feedback, and relationship-building with your most interested prospects.

Actionable Tips for Implementation

To maximize the impact of your webinar, focus on delivering value and encouraging interaction from start to finish.

• Choose a Niche Topic: Instead of a broad subject, focus on a specific, compelling problem your audience faces. "Advanced LinkedIn Ad Strategies for SaaS" is more effective than "Social Media Marketing."
• Promote Extensively: Your promotion efforts are as important as the content itself. Use email marketing, social media, and paid ads to drive registrations well in advance.
• Incorporate Interactive Elements: Use live polls, Q&A segments, and chat features to keep your audience engaged and prevent them from multitasking.
• Follow Up Strategically: Send all attendees the recording, slides, and a summary of key takeaways. For those who attended live, consider a more personalized follow-up based on their engagement.

8. Behind-the-Scenes Videos

Behind-the-scenes (BTS) videos offer an authentic, unpolished glimpse into the inner workings of a company, project, or event. These videos peel back the curtain, showcasing the people, processes, and culture that are typically hidden from public view. By prioritizing transparency over perfection, BTS content humanizes a brand, fostering a deeper, more personal connection with its audience. Among the different types of videos, BTS is exceptional at building community and trust.

This format thrives on platforms like Instagram Stories, TikTok, and YouTube, where audiences value raw and relatable content. For example, a restaurant showing its chefs prepping in the kitchen or a startup documenting its journey from an idea to a product launch creates an engaging narrative that customers can follow and support. These videos show the effort, passion, and personality behind a brand, making it more than just a faceless entity.

When to Use a Behind-the-Scenes Video

Behind-the-scenes content is ideal for building brand affinity and showing the "why" behind what you do. It works best when you want to build a community rather than just sell a product, offering exclusive access that makes viewers feel like insiders.

Use a behind-the-scenes video for:

• Humanizing Your Brand: Introduce the team members who make everything happen, from customer support to product development.
• Showcasing Craftsmanship: Detail the intricate process of how a product is made, highlighting quality and care.
• Building Event Hype: Share sneak peeks of event preparations, speaker arrivals, or venue setup to boost anticipation and ticket sales.
• Recruitment and Culture: Give potential hires an authentic look at your office environment and company culture.

Key Insight: The value of a behind-the-scenes video isn’t in its polish, but in its honesty. Authenticity is the currency that builds trust and turns passive viewers into loyal advocates.

Actionable Tips for Implementation

To create impactful BTS content, focus on storytelling and genuine moments rather than a scripted production.

• Focus on the Story, Not the Sale: Your goal is to connect, not convert. Tell a compelling story about a challenge, a breakthrough, or a day in the life.
• Maintain Authenticity: Resist the urge to overproduce. Shaky camera work or imperfect audio can often add to the feeling of realism and immediacy.
• Feature Your People: Spotlight diverse team members and let their genuine personalities shine through. Their passion is often your brand's most compelling asset.
• Respect Privacy: Always get consent before filming employees, partners, or customers, and be mindful of confidential information or proprietary processes.

9. Interview/Podcast Videos

Interview and podcast videos leverage conversational formats to deliver deep insights, compelling stories, and expert knowledge. By featuring discussions between a host and one or more guests, this content format positions a brand as a central hub for industry thought leadership. Among the many types of videos, these are uniquely effective for building long-term audience relationships and authority, as they provide consistent, high-value content that audiences can look forward to.

These videos transform passive viewing into an engaging, educational experience. A prime example is The Tim Ferriss Show, where deep-dive interviews with world-class performers provide actionable advice for listeners. Similarly, B2B brands use interview series to feature internal experts or industry partners, borrowing credibility and tapping into the guest's audience to expand their reach. The format thrives on authenticity and the natural exchange of ideas.

When to Use an Interview/Podcast Video

This format is ideal when your goal is to establish credibility, foster community, and provide in-depth value beyond a simple product pitch. It works best for audiences seeking education, inspiration, or a deeper connection with a particular field or personality.

Use an interview/podcast video for:

• Thought Leadership: Position your brand as an industry authority by hosting conversations with top experts.
• Content Marketing Engine: Use a long-form interview as a "pillar" asset that can be repurposed into dozens of smaller clips, blog posts, and social media updates.
• Audience Building: Collaborate with guests who have their own following to cross-promote and reach new, relevant audiences.
• Networking and Partnerships: An interview can serve as a powerful tool for building relationships with influential figures in your industry.

Key Insight: The value of an interview video isn't just in the final product; it's in the relationship built with the guest and the shared authority created by bringing experts together under your brand's banner.

Actionable Tips for Implementation

A successful interview video hinges on preparation and a focus on delivering genuine value to the audience.

• Research Your Guest Thoroughly: Go beyond their bio. Listen to their previous interviews and identify unique angles or untold stories to explore. This preparation enables more insightful questions.
• Structure, Don't Script: Prepare a list of key topics and thoughtful questions, but allow the conversation to flow naturally. A rigid script can make the exchange feel robotic and inauthentic.
• Focus on High-Quality Audio: Viewers will forgive mediocre video quality, but poor audio is a deal-breaker. Invest in good microphones to ensure the conversation is clear and professional.
• Promote Collaboratively: Create a promotional toolkit for your guests, including pre-written social posts, video clips, and graphics. This makes it easy for them to share the content with their network, maximizing your reach.

9 Types of Videos Comparison

‍

‍

From Plan to Production: How to Execute Your Video Strategy

You’ve explored the vast landscape of video content, from the trust-building power of testimonials to the intricate detail of product demos. Understanding these different types of videos is the critical first step, but the real challenge lies in execution. A brilliant strategy on paper is useless without a reliable, high-quality production engine to bring it to life.

The journey from a single idea to a comprehensive video marketing funnel requires more than just knowing what an explainer video is. It demands a systematic approach that bridges the gap between your strategic goals and the tangible assets that drive results. The key takeaway from our deep dive isn't simply a list of formats; it's the realization that a successful brand needs a diverse portfolio of video content, each piece tailored to a specific audience and business objective.

Moving Beyond One-Off Projects

A common pitfall for ambitious marketing teams is treating video production as a series of isolated, one-off projects. This approach is often slow, expensive, and inconsistent. One month you might hire a freelancer for a social media clip, and the next, you're searching for an agency to produce a polished webinar. This fragmented process creates logistical headaches and prevents you from building real momentum.

To truly scale your efforts, you must shift your mindset from "making a video" to "building a video content engine." This means establishing a streamlined workflow that can consistently produce various types of videos without the friction and high overhead of traditional models.

Key Takeaways for Building Your Video Engine

As you transition from planning to execution, focus on these core principles to ensure your video strategy delivers a measurable return on investment:

• Strategic Blending is Crucial: Don't rely on a single video format. An effective strategy blends top-of-funnel content like entertaining social videos with mid-funnel assets like product demos and bottom-of-funnel trust-builders like customer testimonials. This creates a cohesive customer journey powered by video.
• Align Format with Objective: Always start with the "why." Are you trying to increase sign-ups, reduce support tickets, or build brand affinity? Your goal dictates the format. A how-to video is perfect for reducing support queries, while a behind-the-scenes look is excellent for building community.
• Consistency Trumps Perfection: While quality is essential, waiting for the "perfect" video can lead to paralysis. A consistent output of good, on-brand content will always outperform sporadic, perfect productions. An agile system allows you to test, learn, and iterate quickly.
• Embrace a Scalable Production Model: For most startups and scale-ups, building a full in-house video team is not feasible. Juggling freelancers is unreliable. The solution lies in a model that provides the talent and capacity you need, exactly when you need it, without the administrative burden.

Mastering these different types of videos gives you a powerful toolkit to engage, educate, and convert your audience at every stage of their journey. The true value emerges when you can deploy these tools systematically, creating a constant stream of high-impact content that fuels business growth. It’s about transforming video from a complex, resource-intensive task into a predictable, scalable asset. The right creative infrastructure makes this transformation possible, allowing you to focus on strategy while the execution runs like a well-oiled machine.

Ready to stop planning and start creating every type of video you need? Moonb provides a dedicated creative team for a flat monthly fee, allowing you to produce unlimited high-quality videos without the hassle of hiring or managing freelancers. Learn how Moonb can become your on-demand video production engine.

‍

‍

‍