The 5 Types of Video Production Every Brand Should Know
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Not all video is the same job. A brand film and a paid ad creative are built differently, shot differently, and edited differently — because they're trying to do different things. Before you brief a production team, it helps to know which type of video actually solves your problem.
Short answer: there are five main types of video production most brands use.
- Brand films: story-driven pieces that build trust
- VSLs (video sales letters): longer videos built to convert on a landing page
- Paid ad creative: short, scroll-stopping ads for Meta, TikTok and YouTube
- Talent-led campaigns: content built around an influencer or known face
- Hero videos: the short loop that plays when someone lands on your site
1. Brand films
Brand films are long-form, story-driven pieces meant to build emotional connection. They live on your homepage, your About page, or your YouTube channel. They're not trying to sell in the next ten seconds — they're trying to make someone trust you.
2. VSLs (video sales letters)
A VSL is built to convert. It walks a viewer through a problem, a solution, and a call to action — usually 3-10 minutes long, often used on a landing page right before a purchase decision.
3. Paid ad creative
Short, fast, built for the scroll. The first three seconds matter more than anything else in the video. This is the format where authenticity tends to outperform polish.
4. Talent-led campaigns
Working with an influencer or known face changes the production approach entirely — you're building content around a person's existing trust with their audience, not just your brand's message.
5. Hero videos
The video on your homepage that plays the moment someone lands on your site. Its only job is to build trust in the first five seconds someone sees your brand.
Most brands need more than one of these over time. Knowing which one solves the problem in front of you is the first step to a production budget that actually gets used well.
Not sure which one you need? See how we approach video production in West Palm Beach.
Common questions
What are the main types of video production?
The five main types are brand films, VSLs (video sales letters), paid ad creative, talent-led campaigns and hero videos. Each one is shot and edited for a different job.
Which type of video should a small business start with?
Start with the problem you need to solve. If people don't know or trust you yet, a brand film or hero video helps. If you already have traffic and need sales, paid ad creative or a VSL usually pays back faster.
What's the difference between a brand film and a video ad?
A brand film tells a longer story to build trust over time. A video ad is short and built to stop the scroll and drive one action, so the first three seconds matter most.
Can one shoot produce more than one type of video?
Yes. With planning, one production day can capture footage for a brand film, several ad cuts and a homepage hero loop.
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