What Type of Video DO You Need?
Here’s a No-BS Breakdown That Actually Helps
So you’ve decided to invest in video. Smart move. But now comes the question we hear all the time: What kind of video do we actually need?
With so many formats and use cases—TV spots, reels, testimonials, brand films, and more—it’s easy to feel overwhelmed before you even hit “record.” The truth is, different videos serve different goals, and knowing which format fits your objective is the key to getting results.
At Triarch Creative, we help brands navigate this decision every day. So in this guide, we’re breaking down six of the most valuable types of video content for modern businesses—and how to know which one’s right for you.
1. Television & OTT Commercials
Best for: Wide-reach campaigns, product launches, brand awareness
When you're ready to go big, commercials are your best friend. Whether you're airing on traditional television or streaming platforms like Hulu and YouTube TV, TV and OTT commercials give your brand broad exposure with serious production polish.
These are the high-impact, tightly scripted spots that run 15 to 60 seconds and are designed to leave a lasting impression. They’re also ideal for:
New product launches
Seasonal promotions
Nationwide brand campaigns
The key here? Every second counts. These spots require tight scripting, cinematic visuals, and crystal-clear messaging. It’s storytelling under pressure—and it’s what we do best.
2. Social Media Videos
Best for: Day-to-day engagement, storytelling, community building
If commercials are your brand’s billboard, social videos are your handshake.
Social content is designed to meet your audience where they already spend time—Instagram, TikTok, LinkedIn, YouTube, Facebook—and keep your brand top of mind. These videos tend to be:
Short-form (6–60 seconds)
Vertical (for Reels, Stories, TikTok)
Loosely scripted or lifestyle-driven
Designed to entertain, inform, or spark engagement
And they work. Social videos generate 12x more shares than text and images combined. But quality still matters. Even short videos should reflect your brand's tone, values, and visual identity.
We often build out social content during larger shoot days—maximizing your time and budget while delivering assets tailored to each platform.
3. Training & Internal Videos
Best for: Onboarding, internal comms, standardizing processes
Not all videos are outward-facing. Some of the most powerful video content you can create is for your team.
Training videos help standardize onboarding, improve employee engagement, and reduce time spent explaining processes manually. Think:
How-to guides
Compliance walkthroughs
HR and safety protocols
Culture-building stories
These videos aren’t just practical—they show your team that you care about doing things right. Plus, studies show that video improves learning retention by up to 83% compared to text-only materials.
For growing companies, training content isn’t a nice-to-have. It’s infrastructure.
4. Brand Films (Our personal favorite)
Best for: Company storytelling, emotional connection, thought leadership
If you want to go deeper than a commercial and tell why your business exists—not just what it sells—you’re looking for a brand film.
These pieces are typically 1–3 minutes long and focus on big-picture storytelling. They’re designed to humanize your company, build trust, and align your mission with your audience's values.
A great brand film answers:
What do we believe in?
Who do we serve?
Why do we exist beyond the product?
This is your chance to move from transactional to relational. A compelling brand film positions you not just as a business—but as a force with a purpose.
At Triarch Creative, we’ve crafted brand films for companies like Ford and Lumen that blend cinematic visuals with emotionally grounded storytelling.
5. Testimonial Videos
Best for: Building trust, showcasing results, closing sales
Sometimes the most convincing voice isn’t your own—it’s your customers’.
Testimonial videos showcase real clients talking about their experience with your brand, product, or service. When done right, these are far more powerful than written reviews. They offer:
Social proof
Authentic storytelling
Specific case study value
Sales enablement support
We coach interviewees on camera, shape compelling narratives, and deliver polished edits that feel honest—not scripted. These videos are gold for sales teams, landing pages, and investor decks.
In a noisy market, trust is currency. Testimonial videos help you earn it.
6. Product Deep Dive Videos
Best for: Educating potential buyers, reducing support questions, increasing conversions
Your product might be amazing—but if people don’t understand it, they won’t buy it.
Product deep dive videos walk viewers through features, benefits, and use cases in an easy-to-digest format. Unlike commercials, these videos go beyond the “why” and explain the “how.” They typically include:
Feature breakdowns
Demonstrations
Customer use cases
Side-by-side comparisons
These are ideal for SaaS platforms, DTC products, tech hardware, and anything that benefits from a closer look. A good product video answers questions before they’re asked—and clears the path to purchase.
So… Which One Do You Need?
The answer depends on your goals. Here’s a quick cheat sheet:
1.) If you're launching a new product or running a big campaign, a Television or OTT Commercial gives you maximum visibility and impact.
2.) Trying to keep your brand top-of-mind on Instagram, TikTok, or LinkedIn? Social media videos are perfect for daily engagement and audience growth.
3.) Need to streamline onboarding or improve internal communications? Go with Training Videos to create consistency across your team.
4.) Want to tell the story of your brand—who you are, why you exist, and what you stand for? A Brand Film delivers emotional connection and long-term brand equity.
5.) If trust is what you’re after (and let’s face it, it should be), then Testimonial Videos are your best bet. There’s nothing more persuasive than a happy customer telling your story for you.
6.) And if you need to educate buyers, explain features, or drive conversions, Product Deep Dive Videos are the way to go. They give your audience the information they need to feel confident making a purchase.
BONUS: In reality, most brands need a blend of these formats to create a full-funnel video strategy. That’s why we often build multi-purpose shoot days where we can capture a full range of assets—from commercials to social clips to internal use footage—all in one go.
We Help You Get the Right Video for the Right Job
At Triarch Creative, we don’t believe in cookie-cutter content. Every video we make is grounded in strategy—tailored to your audience, your goals, and your brand personality.
We’ve produced content for some of the most recognizable names in the industry, from global brands like Ford and Comcast to fast-moving startups and creator-led companies. Whether you need a national campaign or a vertical reel that stops the scroll, we know how to make it count.
Not sure what kind of video your business actually needs?
Let’s talk. We’ll help you prioritize your goals and create content that delivers—on every screen.
Contact Triarch Creative to get started.
