The Top Five Critical Videos Every Business Should Have on Their YouTube Channel

WRITTEN BY Tim Lewis ON 05.20.25

YouTube itself isn’t a strategy, but it can be a valuable storytelling platform for your brand, a trust builder, and a sales tool all in one.  It’s the #2 search engine after Google and less than 10% of small businesses utilize it’s power to get found and create new customers.

If your channel feels like a dumping ground for old Zoom recordings or a graveyard of well-meaning but awkward DIY clips or slideshows, don’t worry. There’s still time to shape it into something strategic. Something human. Something compelling.

Here are the five types of videos every business needs on their channel—and how to construct and shoot them for maximum impact:

1. Your Brand Anthem (The “Why We Exist” Story)

What it is: A cinematic snapshot of your purpose, culture, and values. This is the emotional core of your company.

How to tell it: Start with the problem that sparked your founding. Introduce your “why.” Show the transformation you bring to your clients’ lives and the problems you solve. Let real people—your founders, team, or customers—speak.

How to shoot it: Think documentary meets commercial. Use interviews with strong natural light, steady cinematic b-roll, and sound design that supports the emotional arc. Consider motion graphics to emphasize your mission or tagline.

2. Customer Success Story (The “Proof We Deliver” Story)

What it is: A mini documentary featuring a real client who faced a challenge and found success with your help.

How to tell it: Use the hero story structure: challenge, solution, and transformation. But the customer is the hero—you’re the guide. Keep it focused on their journey.

How to shoot it: On location at the customer’s business. Capture their environment, their people, and the tangible impact of your solution. Use warm tones, authentic soundbites, and keep the edit under 3 minutes.

3. Product or Service Explainer (The “What We Do” Video)

What it is: A clear, engaging walkthrough of your core offerings and how they solve real problems.

How to tell it: Don’t just list features—show the impact. Use analogies, visual metaphors, and before/after scenarios. Keep it simple and visual.

How to shoot it: Combine polished narration with animated motion graphics or product demo footage. Clean, well-lit shots are key. Avoid stock overload—authenticity matters here.

4. Behind-the-Scenes Culture Reel (The “Who We Are” Video)

What it is: A candid, fun look inside your team and workplace culture.

How to tell it: Keep it light, short, and human. Let your team’s personalities shine. Highlight rituals, quirks, or inside jokes that show who you are beyond the brand voice.

How to shoot it: Go handheld. Use natural light. Capture moments as they happen—don’t over-script. Think “office docu-series” vibes. Include laughter, real conversations, and maybe a pet or two.

5. Educational/Thought Leadership Content (The “Why You Should Trust Us” Series)

What it is: Short, useful videos that teach, explain, or demystify something relevant to your industry.

How to tell it: Pick one question or topic per video. Use a real expert—not just a marketer. Aim for clarity, not jargon. Structure each video with a hook, takeaway, and call to action.

How to shoot it: Keep the format consistent (same set, same tone). Film in batches. Use a direct-to-camera setup with eye-level framing and minimal distractions. Subtitles are a must.

Final Thoughts

If a picture is worth a thousand words, a video is worth a thousand pictures—and on YouTube, it could be worth a thousand customers. But only if you lead with story, polish with purpose, and shoot with intention.

Your videos don’t need to be perfect. They need to be real. Crafted. Compelling. And strategically built to connect with the people you serve.

Need help crafting videos like this? Let’s talk.