What types of video content can I create for my brand?

Video is the most powerful tool for connecting, selling and growing your business or brand. But… where do you start? What type of video do you need depending on your objective? (it could be selling through an Ads campaign, but also entertaining and building a community when you need to generate organic content for social media).

You may be interested in: learn how to create a content plan.

In this article, we give you a practical guide to the most effective types of video content, with examples and mini scripts to inspire you and help you start creating today.

If you run paid campaigns with stock images or videos, you’re burning money. Campaigns that connect and sell on social media or Google (Meta, TikTok, YouTube, Display) perform well with UGC content creators and by creating UGC videos.

If you don’t know what UGC is, take a look at this: What is UGC.

• Objective: sell a product or service naturally.
• Example: an eyewear store launching a summer or Black Friday promotion.

Script example:

• Shot (hook): close-up of a face wearing glasses, then switching to a medium shot showing one girl looking at the other girl wearing the glasses with an expression saying… damn, I could really use those.
• Voice: “Ready for summer but still don’t have sunglasses? You’re still in time! Your favourite eyewear brands at 20% off this week only.”
• CTA: On-screen text: in the copy, we’ll leave you a discount coupon with an additional exclusive 5% off.

Example of a video ad made on HICARI for MasterD:

See other HICARI clients here.

Videos created to rank better on Google or social media (TikTok/Instagram Reels, YouTube… with high search volume), as well as to optimise On-Page URLs (home page, product page, etc.). Better SEO positioning also helps improve your positioning in LLMs such as ChatGPT or Gemini, as these AIs are more likely to recommend you and show your link as a source.

• Objective: increase visibility, traffic and organic rankings.
• Example: an aesthetics clinic answering a common question: “What is facial radiofrequency?” (it can publish an article on its blog where it embeds the video, and also create a video answering that question and giving it its own entity so it can rank on Google and across different social media platforms.

Script example:

• Shot: patient facing the camera, simply explaining what her experience of having facial radiofrequency treatment was like.
• Voice: “I’ll tell you how I improved my skin’s firmness without surgery…”
• Include subtitles and supporting images.

Useful content that demonstrates how to use a product or solve a problem.

• Objective: educate, build trust and demonstrate a product and how to use it.
• Example: a natural cosmetics brand showing how to apply a facial cream.

Script example:

• Overhead shot of hands showing the product, followed by a close-up of it being applied to the face while doing a GRWM and telling an anecdote with informative snippets about the cream.
• Voice: “The other day, while out partying, something surreal happened to me…” “...apply a small amount to clean skin and massage in circular motions…”
• Very simple editing, with subtitles. The important thing is the story being told.

Fresh, light and emotional content that connects through affinity and authenticity. This type of content works brilliantly for organic use on social media as the main part of your content strategy or as a complement to 3–4 monthly UGC videos.

• Objective: humanise the brand and build a community.
• Example: a healthy food brand with a fun “What I eat in a day” routine.

Or simply present the product or service in an everyday, engaging way, as in this example of a UGC video produced on the HICARI platform for the casino company PlayUZU:

Script example:

• Several vlog-style shots (kitchen, walk, office, food).
• Voice-over: “This is what a 100% real day of eating looks like… no drama and no ultra-processed foods. Breakfast: banana smoothie with protein…”
• Upbeat music, hook, touches of humour.

Real customer talking about the product or service.

• Objective: generate credibility and conversions.
• Example: customer of a personal finance app.

Script example:

• Medium shot, neutral setting or a place related to the service (home, office).
• Person: “thanks to [Brand], I learned how to organise my expenses. Before, I never made it to the end of the month; now I even save.”
• Add overlays with real data and/or screenshots of the app.

See examples of testimonial videos.

“Casual reel” videos that feel like a friend is recommending something to you. This is one of the most beneficial types of UGC.

• Objective: engagement and trust.
• Example: influencer recommends their favourite tea in Stories.

Script example:

• Vertical format, handheld selfie-style camera, relaxed tone.
• Person: “I’ve literally been drinking this tea at night for a week and… I’m sleeping like a log. I got it from their website…”

Show the opening of a business or the launch of a new product.

• Objective: generate anticipation and traffic.
• Example: clothing shop opens a new location in the city centre.

Script example:

• Images of the empty premises → setup → people entering and looking at products.
• Voice-over: “a new space in Madrid with unique clothes that will blow your mind…”
• Effects: event clips, upbeat music, dynamic text with the address and dates.

In general, any type of organic video for social media that does not fall into the categories above. It could be a video carousel, a meme-style video or any other video that fits within the company’s social media planning or objectives.

Transformations, renovations and results. Very useful for beauty, fitness, home and more.

Example: “this is how my living room turned out after using this wallpaper.”

Ideal if you compete on price, quality or innovation.

Example: “we tested 3 travel apps: which one is the best?”

Perfect for eCommerce, brands with eye-catching packaging/products or those that need an explanation of how to use them because of the difficulty of applying or installing them.

Example: “this is how your [brand] order arrives…”

Ideal for testing which videos perform best (conversion KPIs, clicks, CTR, etc.) using different hooks and concepts.

Example: Test A with a video showing the product being used simply; Test B with a video explaining the product’s benefits while using it.

Behind the scenes
Humanise your brand by showing how your product is made or what day-to-day life looks like behind the brand. It does not have to be a real employee; it could be a content creator who visits your physical location to film.
Example: “this is how we make our sourdough bread, step by step.”

Comparison reviews
Useful for eCommerce: “why choose our mattress over a traditional one?”

UGC reaction or answers to questions
A creator responds to real questions from the audience in a friendly, dynamic tone. This works very well when responding to a real TikTok comment.

Videos for sales automation or email marketing
Personalise emails with brief welcome, introduction, product/service or thank-you videos.

See all UGC video formats.

View and download the image here showing how to use video in your company’s strategy.

At HICARI, we help you create the ideal content based on your goals, with real people who drive connection, visibility and sales. What are you waiting for to order yours?

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