There are all sorts of videos your brand could make, but which ones should you make? Here are the 3 videos no business can do without.

The Super Bowl Commercial

Super Bowl commercial spots are some of the most expensive ad buys on the market. That doesn’t stop brands from spending valuable marketing dollars on those spots, year after year.

Brands know that capturing the entire nation’s attention for 30 seconds is well worth the cost with the right commercial.

Small businesses don’t have Super-bowl-sized budgets, but creating a “hero” video, can have a similar impact on a smaller scale. A hero video helps define your brand identity in the minds of your audience.

Dollar Shave Club is one of the best examples. Their “anchor” video went viral on social media, and resulted in 12,000 new signups in the first 48 hours after the debut.

Purple Mattresses created a hero video for their brand as well.

It should give your audience an overview of who your company is, what it does, and how it benefits customers and it should do that as quickly as possible.

A web commercial should be generalized enough to go on your homepage, but specific enough to introduce the key selling points.

This video could serve as the banner image on your Facebook page, or as an ad introducing your company to a new audience.

YouTube pre-roll ads allow your video to be played to people who have made Google searches related to your brand before their YouTube video begins. This precise, intent-based targeting can be very valuable.

B2B brands can put their Super Bowl commercial on LinkedIn, and reach a huge amount of targeted prospects.

If the message is communicated properly, the web commercial is one video you won’t have to replace for quite some time.

Product or Service Showcase

As the name suggests, the product or service showcase highlights the key features of your offerings in a way that text and images simply can’t.

Product videos show online shoppers everything they need to see to buy with confidence from you.

The Explainer Video

The explainer video is often a key component of a business’ communication efforts. It could save you thousands tech support labor hours if your product is even the least bit complex.

It could be the easy answer your most frequently asked questions. Explaining how your product or service works on video may be just what your shoppers need to make a purchase.

No one wants to read article after article trying to figure things out on their own. YouTube is now known for its ability to offer users step by step instructions for accomplishing difficult or unfamiliar tasks. Learning from YouTube user behavior, your business could become the information hub for both customers and prospect using explainer videos.