What Type of Video Content Do I Need for My Business?

What Type of Video Content Do I Need for My Business? It depends.

There’s no one-size-fits-all solution for business video content, but I can break down the commercial video industry to help you figure out what might fit your goals.

Commercial Video Content Types

Broadcast & Streaming Commercial Ads
Organic Social Media Videos
Social Media Ads
Internal Videos
Website Videos

Broadcast & Streaming Commercial Ads

These are the classic commercial videos most people think of, TV ads between shows or Super Bowl spots. With more people streaming, platforms like Amazon Prime, Peacock, and even Netflix now sell ad space the same way.

These ads can boost brand awareness and create buzz. But tracking sales directly from them is tough. For companies with a solid marketing budget, though, it’s still a strong tool to include in your overall strategy.

Organic Social Media Videos

“Organic” means there’s no ad spend behind the video. Anything you post to Facebook, Instagram, or YouTube without paying to promote it counts as organic. In contrast, running an ad means paying the platform to push your content to more users.

Many businesses see organic content as a “free” way to start with video marketing. It’s a smart entry point, but not truly free. You either spend your time making the content or pay someone else. Either way, it costs money.

If you’re creating content in-house, which I encourage, check out the “They Ask, You Answer” philosophy by Marcus Sheridan. Start by meeting with your sales team to gather the most common questions from prospects. Those questions should drive your video topics. You can also turn those into blog posts or embed the videos in prospect emails.

Getting started is the hardest part. Once you’re posting consistently, you can tweak your strategy to better fit your business.

Social Media Ads

Unlike organic posts, social media ads involve a budget. For example, if you want to run a video ad on Instagram, you’d upload the video, choose a daily budget, say $20, and set targeting options like location or demographic.

At Atlas Video, we don’t manage ad campaigns, but we’ve created plenty of videos for agencies that do. These ads usually move faster than organic or broadcast content since users on TikTok, Instagram, and Facebook scroll quickly.

Internal Videos

Internal videos aren’t made for marketing. They’re for use within your company. Think safety training (like this one we made for Maternal 911 Education Systems), employee demos, sales guides, or process training videos.

Website Videos

Website videos are videos that live on the website. Their main purpose is to give website visitors a chance to get to know more about your company before actually reaching out. This can include videos such as an Our Story video or Client Testimonial video. These videos are very beneficial because they can be cross functional. For example, your Our Story video can live on the website, but you can also send it to new leads who are interested in getting to know more about your company. This allows the lead to “meet” your company before actually meeting you, it adds that additional touch that your competitors may not provide.

If you have any questions…

I hope that this has helped shed some light on the types of commercial video you can invest in for your business. Feel free to reach out to me directly at luke@atlas.video or through our contact us page. I’d be happy to share more insights from my time in the video industry.