Unlocking the Power of Video: Choosing the Right Format for Your Business Goals

If you know you need a video but aren’t sure what kind, you’re not alone. Different formats serve different purposes, and the best choice depends on what you’re trying to achieve.

Whether you’re looking to attract customers, hire the right people, or kick off a big event, the format you choose should work for your message—not against it: It’s never a good idea to conceive a treatment or idea for how a video should look and then reverse-engineer your message into that style. Start with your goal, and then, (with Team Dependable!) work out the format or idea that will make it shine.

We understand the challenge of facing a “blank page,” and there are some formats that better fit certain goals. Here’s a simple guide to five popular types of business video, when it might be appropriate to use them, and how to make each one work harder for you.

Carefully thought-out cutaways really help elevate Brand films

1. Brand Films — for storytelling and values

If you want to show people what your business stands for, a brand film is a great place to start.

These videos focus on the bigger picture—your purpose, your values, your mission. They’re not about selling a product or listing services. They’re about building trust and making an emotional connection.

Techniques that work well in a brand film include:

·       Interviews with founders, staff, or customers (talking heads/interview clips)

·       Cutaways to real environments (offices, shop floors, team meetings)

·       Glossy looking B Roll. Think smooth movement and super slo-mo

·       Soft lighting and natural sound to keep it human

·       Voiceover for storytelling

·       On-screen text to highlight key phrases or values

·       Music that matches your tone—uplifting, thoughtful, driven

Best for: brand awareness, rebrands, purpose-driven campaigns

2. Testimonials — for building trust

Sometimes the most powerful thing you can say… is nothing at all. Let your clients or customers do the talking for you!

Testimonial videos build trust quickly because they come from real people. They give your audience social proof and reassure you that others have had a great experience with you.

Techniques that work well:

·       Natural, relaxed interviews with real customers or clients

·       Filming in relevant locations (their office, your site, a shared space)

·       Keeping it conversational, not scripted

·       Subtle branded graphics or logos

·       Intercut with b-roll showing your product or service in use

Best for: sales support, case studies, trust-building content

3. Explainers — for simplifying the complex

When you’ve got something technical, detailed, or unfamiliar to explain, an explainer video can help make sense of it for your audience.

These videos break things down in a clear, concise, and visual way: whether it’s how your product works, what your service includes, or why your process is different.

Techniques that work well:

·       Simple, clean animation or motion graphics

·       Screen recordings or walkthroughs (for digital products)

·       Voiceover to walk through the steps

·       Branded text overlays and icons to support key points

·       Split screen for comparison/explanation

Best for: onboarding, product demos, internal comms, FAQs

3D Graphics are great at explaining things we can’t see

4. Recruitment Videos — for attracting the right people

If you’re trying to hire great people, a good recruitment video gives potential candidates a genuine feel for what it’s like to work with you.

It’s more than just listing perks—it’s about showing the team, the environment, and the kind of work culture you offer.

Techniques that work well:

·       Day-in-the-life footage of real employees

·       On-location filming that shows the workplace

·       Vox pops or short interviews with team members

·       Music and pace that match your energy and brand tone

·       Subtitles for accessibility (especially if shared on social)

·       Use of humour or warmth to reflect personality

Best for: job ads, careers pages, LinkedIn campaigns

5. Internal Comms Videos — for clarity and alignment

When you need to communicate something clearly to your team—whether it’s a strategy update, cultural message, or training content—internal video can help get everyone on the same page.

These videos are especially useful in growing organisations or hybrid teams, where consistent messaging matters but face-to-face time is limited. They can be short, clear, and to the point—or more creative, depending on your culture.

Techniques that work well:

·       Direct-to-camera messages from leadership

·       Cutaways of your team in action

·       On-screen graphics to highlight key points

·       Animation for explaining change or processes

·       A more fun approach. Consider informal language or visual devices that set a tone that, while still informative and on brand, feels friendly and engaging.

·       Subtitles—always helpful, especially in open-plan offices

Best for: strategy updates, onboarding, staff training, culture-building

6. Event Openers — for setting the tone

Events are moments when your audience is fully engaged, so it’s a great time to use video to engage, explain, or inspire.

You might use a bold opener to kick things off, a story-led film to bring a theme to life, or a short piece that helps wrap up the day. Video can also be used to recap the event for those who couldn’t attend, or to promote future ones.

Techniques that work well:

·       High-impact openers with fast edits and bold music

·       Short films highlighting case studies or projects

·       Animated text or motion graphics for key messages

·       Nomination or award videos using voiceover and imagery

·       ‘Thank you’ or wrap-up videos with event highlights

·       Post-event highlights for internal comms or social media

Best for: conferences, awards, team days, launches, anniversaries

Conclusion: Start with your goal, then choose your format

Choosing the right type of video starts with a simple question: What do you want it to do?

Each format has its strengths, and there are loads of creative ways to bring them to life. What matters most is that the video fits your goal, feels true to your brand, and is made with care.

At Dependable Productions, we help clients figure this stuff out all the time. If you know you need a video — but aren’t sure where to start — we’re happy to talk it through.

Get in touch for an honest chat about what type of video would work best for your business.