Types of Professional Videos

Green screen backdrop with professional video camera in foreground

June 1, 2022

Video is a powerful tool that all companies now have at their disposal. The key is determining the right type of video to fit the needs of your business and assembling the best team of professional videographers to achieve your goals.

We know a few things for sure.

For starters, 53% of people want to see more video content from marketers, according to research from HubSpot.

As professional videographers ourselves, we also know that there is a direct correlation between video marketing and high ROI.

This is a big reason why video remains a go-to medium for companies looking to promote products and services online.

If you are not doing so already, using video to enhance your business is a must

The benefits of using video to boost your business online include the following:

  • Improve Google search results
  • Drive traffic to your website
  • Improve customer satisfaction
  • Creatively inform customers and users
  • Drive traffic to your website

As you consider the many different types of videos, you may begin by determining the needs of your specific business.

Are you a company with a high number of employees aiming to avoid injury on the job?

  • You may be looking to create a safety video.

Are you a company preparing to launch a new product?

  • An infomercial may be the best form of video marketing for you.

Professional videos can support businesses in a variety of different ways.

Let’s break down the different types of videos currently available to businesses, and the purpose for each in the marketplace.

At JB Media Productions, we’re experts in all types of videos – especially the eye-catching ones you watch on repeat. Connect with us to learn more about the types of professional videos we can produce for your business.


An infomercial is a longer-form video or television advertisement that operates as a stand-alone program to pitch a good or service, using a specific call to action.

Infomercials are different from commercials in that they last longer and have no breaks in the program.

Infomercials also offer the unique ability to entice consumers to make an immediate direct purchase, as they rely on persuasive call-to-actions after more lengthy efforts to provide information to the audience (i.e. through long-form video).

In general, infomercials are at least 15 minutes in length.


The word “commercial” originates from the word “commerce”, which is a useful hint. A commercial relates in general to business activities around buying and selling. A commercial is a generic type of endorsement in the advertising industry.

The goal of a commercial is to gain profit from your commercial strategy, either through a video commercial, radio commercial, or any other form.

The two most common types of commercials are paid advertisements on TV and radio. For video commercials, you may expect a typical length of 15-30 seconds.

Talking Heads

Talking head videos are a popular type of business video content that give your company a ‘face’ for customers to relate to. Talking head videos lend your business credibility in an informative, professional, and cost-effective way.

Talking head videos come in two main forms: interview and presenter-led. In both types, a single spokesperson shares information to a target audience in a straightforward, easy-to-follow, format.

The benefit of using a talking head video is to build trust for your business through engagement with a personalized face. Talking head videos allow you to add a personal touch to your business sales approach, which provides a unique competitive advantage.

Promotional Videos

A promotional video is a business video created with the goal to promote your products and services to your customers.

Types of promotional videos include event videos, product videos, intro videos, product launch videos, video ads, FAQ videos, testimonial videos, and recruitment videos.

An effective promotional video gets the sales pitch across in a conversational style without overtly selling the customer.

As with any marketing style videos, the goal is to sell the brand to a target audience in a genuine and creative way.

Training Videos

Training videos are a creative way to share knowledge and information with employees and users.

Rather than send a 10 page manual to employees, you can use how-tos and training videos to teach employees what they need to know. The same goes for customers. Video is an engaging form of media to tell customers what they need to know about your product or service.

Explainer Videos

An explainer video is a short, animated video that explains a business idea or concept in under 90 seconds. Explainer videos are educational and informative, offering a clear message that easily grabs the audience’s attention.

The video should communicate what your business offers, how that offering will help customers solve a specific problem, and why the product or service your business offers is the best on the market.

Safety Videos

Safety videos are instructional videos that demonstrate hazards, acts and sources of dangers, instructions on how to prevent them or what to do when something dangerous has already happened.

Safety videos are usually intended to train stakeholders, employees, guests, or users of a building or transport, and are often used in training programs.


The past two years have seen a major shift to online interviewing for jobs, to promote a new product or service, during company launches, or even as a way to establish thought leadership.

The purpose of an interview video is to give the interviewer a snapshot of you as an individual and highlight your strengths as a candidate for the job. An interview video is one way to help make a great first impression, which, video or not, is a great way to get noticed.

Informational Videos

Informational videos are a great tactic to get ideas across in a way that keeps an audience engaged. They are often used as a more engaging option in place of large bodies of text or stagnant infographics.

Informational videos are helpful to include on your website for customers to reference, or on external sites like YouTube as a way for them to be seen by more viewers.

Product Videos

A product video is the same as an explainer video except that it effectively demonstrates the benefits of a product.

Product videos will focus on the features of the product, and how the product relieves the pain points that clients may encounter.

An effective product video will use a narrative and metaphor in a way that the customer experiences the product, rather than having it simply explained.


A webinar is a presentation, workshop, seminar, or lecture that is shared over the web using any type of video conferencing platform.

Many businesses in both the B2B and B2C segments use webinars as a marketing tool to generate quality leads and drive engagement for their business.

Event Videos

An event video is a short video that communicates the vibe of your event, shares emotions surrounding the event, and builds hype for the event.

A highly effective video will give the audience a preview of the upcoming event in a creative way that promotes understanding and a feeling of being present at the event.

Event videos can be shared before, during, and after an event.

Highlight Videos

A highlight video is a short format video montage that combines photos, videos, audio and text. A highlight video functions as a visual journal and can be a valuable tool for growing and sharing about the current state and evolution of a brand or product.

Hire Professional Videographers

As one of the most popular ways to consume and deliver content, brands are drawing on video content to achieve a number of different business goals.

Determining the best type of video content for your business is only part one.

It’s also vital to work with a team of professional videographers to create video content that will best serve your business.

As you consider the potential for high ROI, investment in video is always a good bet.

With a team of video professionals from JB Media Productions, you’ll have access to cutting-edge technology to tell your brand story, and deliver value to your consumers in a vivid and compelling way.

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