The 7 Types of Videos People Watch and Share the Most

Videos aren’t just a bonus on social media anymore. They’re the main attraction. Your audience doesn’t just expect videos. They prefer them.

The numbers are hard to argue with. 95% of marketers now consider video essential to their strategy. 73% of consumers prefer short-form video to learn about products and services. And video content generates 1,200% more shares than text and images combined.

Think about it. Videos engage us in ways that images and text simply can’t. They introduce your audience to your brand, your people, your products, and your services. Done well, they move people emotionally and create powerful, lasting connections.

It’s no wonder brands are doubling down on video content to connect with their audience. But not just any video will do. People don’t want to watch videos that feel like ads. Shouty voiceovers, bad acting, cheesy graphics. They want content that feels real, human, and valuable.

Valuable videos teach, reveal, or entertain. They offer insights, bring people behind the scenes, or deliver a surprising moment. These are the videos that hold attention to the very end, and inspire people to hit “share.”

Here are seven types of videos your audience will find valuable and worth sharing.

1. Tips & Tricks Videos

Teach your audience something useful. Whether it’s “3 Quick Furnace Maintenance Tips,” “How to Save for Retirement,” or “Fun Ways to Get Kids Excited About Brushing Their Teeth,” these videos stick because they help solve everyday problems.

When you share helpful advice, you position yourself as an expert. Plus, everyone loves passing along a great life hack.

These videos perform well on social media, where people scroll looking for quick value. They’re strong on YouTube, too, where how-to content is one of the most searched categories on the platform. The key is keeping them focused. One clear topic, one clear takeaway. If your viewer walks away knowing something they didn’t know before, you’ve won.

We produced this PSA for Prevent Blindness that teaches viewers how to use eye drops properly. Simple, useful, and the kind of content people share with someone who needs it.

2. Staff Profile Videos

Introduce your audience to the real people behind your mission. A video spotlighting a team member at work is both personal and engaging. It shows the heart of your organization in a relatable way.

Staff profiles work for recruitment, brand building, and donor engagement. A prospective employee watching someone describe what it’s like to work at your company will learn more in two minutes than they would from a job listing. A donor watching a program director explain what their funding makes possible will feel a connection that a letter can’t create.

These videos don’t need to be long. Sixty to ninety seconds is enough to let someone’s personality come through and give viewers a reason to care. The most effective ones feel like conversations, not performances.

We produced this profile of Colleen Miller, WTS Greater Chicago Chapter’s 2023 Member of the Year. The video tells Colleen’s story while showing what the organization stands for and the kind of people it attracts. One video, three jobs done.

3. Event Recap Videos

Hosting an event? Create a highlight reel to share the experience. Those who attended will relive the excitement, while those who missed it will wish they hadn’t. (Hello, FOMO.)

Event recaps serve double duty. They’re a thank-you to everyone who showed up, and a marketing tool for next year’s event. Share them in post-event emails, on social media, and on your website’s event page. When it’s time to sell tickets or recruit sponsors for the next one, the recap does the persuading for you.

The best event recaps capture the energy of the room, not just the agenda. Candid moments, crowd reactions, a speaker landing a line that gets the whole room laughing. Those details are what make people want to be there next time.

We filmed a gala recap for the Springfield Urban League that captured the energy of the evening and the mission behind the event. It’s been a valuable asset for their ongoing outreach and sponsorship efforts.

4. Product Demo Videos

Give your audience a close-up. These videos let customers “try before they buy” from the comfort of their screen. It’s the next best thing to unboxing a product in-store (without the awkward side-eye from the sales clerk).

A great demo video doesn’t just show off the product. It builds confidence in the purchase. It answers the questions a buyer has before they’re ready to commit, and it does it in a format that’s easier to follow than a spec sheet or a written description.

Product demos belong on your website’s product pages, in email campaigns, and in your sales team’s toolkit. 72% of consumers prefer video to learn about a product or service, which means the demo you create today will keep selling for you long after you hit publish. The most effective ones focus on one product or feature at a time and show it in action rather than just talking about it.

We created a product video for Dometic showing how their G3 gyro stabilizer keeps a charter boat flat and level in rough water. The captain’s guests don’t even know it’s there. That’s the sign of a great demo. You see the result, you understand the value, and you want one.

5. Behind-the-Scenes Videos

Take your audience where they don’t usually get to go. Whether it’s the kitchen of a farm-to-table restaurant or the planning of your latest project, these videos make people feel like insiders.

There’s something about seeing how things are made that creates trust. It signals transparency. You’re not hiding anything. You’re proud of your process, your people, and the work that goes into what you deliver. That confidence is contagious.

Behind-the-scenes content is one of the strongest formats on social media right now because it feels unpolished and real. That’s what audiences are drawn to. The 2026 trend data backs it up. User-generated and behind-the-scenes video is outperforming high-production marketing content in engagement across every major platform.

We created a behind-the-scenes look at the exhibits team at the Abraham Lincoln Presidential Library and Museum. It takes visitors inside the work that goes into bringing Lincoln’s story to life. The kind of video that makes you appreciate the craft and the people behind an institution you might otherwise take for granted.

6. Your Brand Story Video

Think of it as a mini-documentary about your business. A well-crafted brand story shows your journey, values, and impact. It’s your chance to connect emotionally and inspire loyalty.

Brand story videos are the workhorse of your marketing. They live on your homepage and introduce your company to every visitor, 24 hours a day. They go in pitch decks, investor presentations, and trade show booths. They get shared in emails when a prospect asks, “So what exactly do you guys do?”

The best brand videos don’t talk about the company. They talk about the people the company serves. Your customer is the hero. You’re the guide who helped them get where they wanted to go. That framework is what separates a brand video people actually watch from a glorified commercial people skip.

We produced this brand film for Blackburn Architects, a firm that’s spent 40 years designing equestrian facilities where form meets function. The video features John Blackburn, his clients, and his builders talking about what makes the work different. It lives on their website and helps attract horse owners who value thoughtful design. That’s what a brand video should do. Work for you while you sleep.

7. Testimonial Videos

There’s no better advocate for your brand than a happy customer. Testimonial videos let real people share their experiences, and that authenticity is hard to beat.

A written review is good. A video testimonial is better. When a viewer can see someone’s face and hear the emotion in their voice, the credibility goes through the roof. It’s the closest thing to a personal recommendation from a friend, and it works at every stage of the buyer’s journey. Early-stage prospects use them to build trust. Late-stage prospects use them to justify a decision they’ve already made.

The most effective testimonial videos don’t feel rehearsed. They feel like someone telling a friend about an experience they had. That’s why the interview approach matters as much as the production quality. When the person on camera feels comfortable and heard, the result is a video that moves people to act.

We produced Ginger’s story for AlignLife. Ginger was adopted at six months old and diagnosed with cerebral palsy. The video captures how AlignLife’s team has made a real difference in her mobility and well-being. It’s the kind of story that stops you mid-scroll. And that’s the whole point.

Ready to Move More People with Video?

The right videos can take your brand strategy to the next level. Whether you want to inspire, educate, or entertain, Storyteller Studios is here to help. Let’s create something worth talking about.

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