5 Types of “Corporate” Video Every West Michigan Business Should Have

Pretty much every business owner we talk to says some version of the same thing: "We know we need video, we just don't know what kind." Fair question. Video isn't one thing — it's a toolkit, and different pieces of that toolkit do different jobs.

Here are the five types we get asked for most by West Michigan businesses, and what each one is actually good for, depending on your organization’s needs and branding.

1. Brand Films

This is your "who we are" piece. Longer-form, more cinematic, usually 60-90 seconds, built to live on your homepage or run at the top of a pitch deck. It's not about selling a specific product — it's about selling the feeling of working with you. People need to know your heartbeat, what makes your organization or company tick. That foundation will resonate with them. It’s also how you can stand out against others in your industry.

Good brand films age well. You're not promoting a sale or an event, you're communicating identity, so a well-shot brand film can run for two or three years (or longer!) without feeling dated.

2. Testimonial Videos

Nothing closes a deal like a happy client saying so, on camera, in their own words. We've shot these for everything from plastic surgery practices to manufacturing companies, and the format barely changes: a comfortable setting, a few thoughtful questions, and editing that keeps it tight and watchable instead of a rambling 10-minute interview nobody finishes.

These are workhorses. Put them on your website, drop clips into sales emails, run them as social ads — testimonial content punches way above its production cost. We can create versions that meet all of those use cases.

3. Explainer Videos

If your product or service needs a minute of context before someone "gets it," this is the format. Think screen capture, motion graphics, voiceover, maybe some live-action b-roll mixed in.

Explainers are especially valuable for B2B and SaaS-adjacent businesses where the value isn't visually obvious the way, say, a restaurant or a gym is. We have experience making static products come to life, from awards to plastic mold injection feed screws of all things.

4. Event Recap & Hype Videos

Conferences, fundraisers, company milestones — these videos do double duty. A hype video before an event builds anticipation and drives ticket sales or attendance. A recap video after the event extends its life, gives you content to promote next year's event, and shows sponsors and stakeholders the energy and turnout they helped create.

5. Internal & Training Videos

Less glamorous, often more valuable than people expect. Onboarding videos, process documentation, leadership messages to the team — these save time, create consistency, and are usually a lot cheaper to produce well than the hours they save in repeated in-person training.

The ROI math is simple: if a video replaces even a few hours of repeated one-on-one training across a growing team, it pays for itself fast. That said, we’ll encourage you to still do that live, in-person framework. Video is a time maximizer, but nothing replaces human connection. 

Which One Do You Need?

Honestly — probably more than one, eventually. Most businesses start with a brand film or a testimonial reel, then build out from there as specific needs come up.

If you're not sure where to start, that's a normal place to be, and that’s what we’re here to help you figure out. Start your project or book a discovery call and we'll help you figure out what actually moves the needle for your business.

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