In today’s digital-first world, video isn’t optional anymore, it’s essential. Whether you’re a small business, nonprofit, or established organization, the right kind of video can help you build trust, connect with your audience, and grow your impact.
But with so many options out there, where should you start? At Lucent Films, we’ve found that there are five foundational types of videos that deliver results for nearly every business. Here’s what they are—and when to put them to work for you.
1. The Brand Story (About Us) Video
Your story is what sets you apart. A brand story video introduces who you are, what you do, and—most importantly—why you do it.
Why it matters: People don’t just buy products or services—they buy into the people and passion behind them. A strong story builds trust and emotional connection.
Where to use it: Homepage, social profiles, presentations, or even as a pinned video on LinkedIn.
2. Customer Testimonial / Case Study Video
Nothing is more powerful than hearing real clients talk about their experiences. Testimonial videos showcase authenticity and turn satisfied customers into your best advocates.
Why it matters: Trust is built through social proof. Prospects want to hear success stories from people just like them.
Where to use it: Landing pages, proposal decks, newsletters, or social media posts.
3. Social Media Content
Quick-hit videos—like Instagram Reels, YouTube Shorts, or TikToks—are short, vertical pieces of content that keep your brand top-of-mind.
Why it matters: These bite-sized clips grab attention fast, boost visibility, and keep your social feeds active without requiring a new shoot every time.
Where to use it: Social platforms consistently. A steady rhythm of 1–2 clips per week works wonders.
4. Product or Service Explainer Video
Sometimes your services need a little unpacking. An explainer video quickly breaks down what you offer and how it solves a problem for your audience.
Why it matters: A clear, concise explainer keeps people engaged and prevents them from leaving your site confused.
Where to use it: Product/service pages, sales presentations, or paid social campaigns.
5. Event Highlight or Recap Video
If your business or nonprofit hosts events, don’t let the energy fade once the lights turn off. Highlight videos capture the best moments and give your event a longer life online.
Why it matters: They not only show what happened, but they also make people want to be part of your next event.
Where to use it: Post-event emails, social channels, future event promotions, or even as donor/sponsor follow-ups.
Final Thoughts
The right mix of video content isn’t just about looking professional—it’s about telling your story in a way that resonates, builds trust, and inspires action. These five types of videos give you a strong foundation to start (or strengthen) your video strategy.
At Lucent Films, we help businesses and nonprofits across Central PA tell their stories with clarity, creativity, and impact. From brand films to social reels, our goal is simple: to craft videos that help you connect with your audience and grow your reach.
🎥 Ready to bring your story to life? Let’s talk.