4 Essential Video Types Every Business Needs to Grow Online

Video marketing isn’t about chasing trends, it’s about building trust, clarity, and consistency. Local businesses, like those in Tacoma, WA, that grow with content aren’t posting randomly; they’re using intentional video types that support their audience at every stage of the journey.

If you want video content that actually drives growth, there are four core video categories every business in the Puget Sound area should be creating: Mission videos, non-transactional content, customer testimonials, and reels.

Let’s break down what each one does and why skipping any of them limits your results.

1. Mission Videos: Define What You Stand For

A mission video clearly communicates who you are, why you exist, and what problem you’re here to solve. This is the foundation of your video strategy.

Before someone buys from you, they want to know:

• What you believe

• Who you serve

• Whether they align with your values

  
  

Why Mission Videos matter:

• Build emotional connection

• Establish brand identity

• Set the tone for all future content

  
  

Where to use them:

• Homepage hero section

• About pages

• Brand introductions on social platforms

  
  

A strong mission video doesn’t sell; it attracts the right people by making your purpose clear.

2. Non-Transactional Videos: Build Trust Before the Sale

Non-transactional content delivers value without asking for anything in return. These videos educate, inspire, or inform your audience without a call-to-action tied to purchasing.

Examples include:

• Educational insights

• Industry commentary

• Behind-the-scenes content

• Thought leadership videos

  
  

Why Non-Transactional Videos matter:

• Establish credibility

• Build long-term trust

• Keep your brand top-of-mind

  
  

Best platforms for this content:

• YouTube

• Instagram

• LinkedIn

• Blog embeds

  
  

When audiences learn from you consistently, you become the obvious choice when they’re ready to take action.

3. Customer Testimonial Videos: Turn Proof Into Persuasion

Customer testimonials are one of the most powerful video assets a business can have. They provide real-world proof that your solution works.

Instead of telling people how good you are, testimonials let your customers do it for you.

Why Testimonial Videos matter:

• Reduce buyer hesitation

• Build credibility and social proof

• Increase conversion rates

  
  

Where testimonial videos perform best:

• Sales and landing pages

• Paid ads

• Proposal follow-ups

• Case study sections

  
  

Authentic testimonials answer the biggest question prospects have:

“Will this work for someone like me?”

4. Reels: Stay Relevant and Visible

Reels are short-form, high-impact videos designed for attention, reach, and consistency. While they’re often trend-driven, reels still play a strategic role in your content ecosystem.

Reels help:

• Keep your brand visible daily

• Reach new audiences organically

• Reinforce your messaging in small bites

  
  

Effective Reel content includes:

• Quick tips

• Short educational moments

• Snippets from longer videos

• Personality-driven clips

  
  

Reels shouldn’t replace long-form content but instead should amplify it.

How These Videos Work Together

Each video type serves a different role in your marketing funnel:

When used together, these videos create a system — not just content.

Why Most Businesses Struggle With Video Marketing

The biggest mistake brands make is creating only one type of video, that’s usually promotional or trend-based.

Growth comes from:

• Clear messaging

• Consistent value

• Strategic placement

  
  

When your videos support each other, your content stops feeling scattered and starts driving real results. Video marketing isn’t about posting more — it’s about posting with purpose.

By focusing on mission videos, non-transactional content, customer testimonials, and reels, your brand builds trust, authority, and visibility all at the same time. If your current video strategy feels inconsistent or ineffective, chances are one (or more) of these core pillars is missing.

Want help building a video strategy that actually supports growth? Reach out today and let’s map out which of these four video types your business needs next.