5 Types of Video Every Local Business Should Invest In—And When to Use Them

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Written By Charles King

Video content is everywhere—but that doesn’t mean every business needs to make every kind of video.
What you need is a smart, strategic mix—based on where your business is, what you offer, and who you’re trying to reach.

If you're a local business in DC, Northern Virginia, or Maryland, here are the 5 video types worth your time and investment—plus guidance on when to use each one.

1. The Brand Overview Video

What it is:
A 60–90 second video that introduces who you are, what you do, and what makes your business different.

Best for:

  • Homepages

  • Social media intros

  • Email signatures

  • Pitch decks or fundraising

Local example:
We helped a wellness clinic in Alexandria tell its story in a clean, powerful format—and they now use it to welcome every new client.

When to invest:
When you're growing, rebranding, or want to build trust fast.

2. Talking Head or Thought Leadership Videos

What it is:
You (or a key team member) speaking directly to the camera—sharing insight, education, or a compelling message.

Best for:

  • LinkedIn posts

  • YouTube channels

  • Coaching, legal, consulting, or service-based brands

When to invest:
When you’re building personal authority, launching a program, or nurturing leads.

3. Testimonial or Client Story Videos

What it is:
Short video clips featuring real clients sharing their experience working with you—recorded in person or virtually.

Best for:

  • Case studies

  • Ads and social proof

  • Conversion points on landing pages

Local example:
A Fairfax-based law firm saw a 3x increase in consultation bookings after adding video testimonials to their service pages.

When to invest:
Once you’ve served a few strong clients and want to show social proof in a powerful way.

4. Behind-the-Scenes / Process Videos

What it is:
Candid or lightly produced footage that shows how your business actually operates—day-to-day culture, product prep, or service execution.

Best for:

  • Social media

  • Recruiting content

  • Email campaigns

  • Reels and YouTube Shorts

When to invest:
When people don’t fully understand what you do or how much work goes into it—and when you want to build relatability.

5. Short-Form Promo Reels

What it is:
15–60 second vertical videos designed for Instagram, TikTok, and YouTube Shorts.

Best for:

  • Brand awareness

  • Promotions or announcements

  • Driving clicks to website or lead forms

When to invest:
Any time you're launching something new or need high-reach video content fast.

Local tip:
Businesses in DC and Arlington are using monthly short-form content packages to stay top of mind across platforms.

Final Thought: It’s Not About Making More Video—It’s About Making the Right Video

The most successful businesses aren’t making dozens of random clips—they’re choosing a small set of intentional, strategic formats that serve different points in the buyer journey.

At C King Media, we help DMV-area businesses design video content that actually works—on the timeline and platforms that make sense for where they are now.

If you're not sure where to start—or if you're already doing some video and want to optimize it—we're ready to help you map it out.

Charles King
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