Many mid-sized companies in Lancaster PA know that video matters.
But fewer know what type of video they actually need.
Video production can feel confusing. There are so many different styles and price ranges. My goal with this guide is to create clarity and explain the most common types of business videos, where they fit in the funnel, who they are for, where they can be used, and what businesses in Lancaster PA typically invest in them.
What Does Video Production Mean for Mid-sized Businesses?
What makes a video production “professional” is more than just what cameras or lenses you use. A successful video production hinges on the planning, messaging, filming, editing, and distribution.
For any business, video should support real business goals, like sales, marketing, hiring, and overall trust building. Professional video production is most effective when it is planned around those outcomes, and not just the visual quality.
Common Types of Business Videos and When to Use Them
Before breaking down specific video types, it helps to understand how video fits into the decision making process for your customers.
Video works best as a system. Some videos create awareness, some build trust. Some help people feel confident in taking the next step.
I like to call it the video sales funnel:
- Top of funnel videos build familiarity and connect with leads.
- Middle of funnel videos build clarity and confidence.
- Bottom of funnel videos support conversion.
If you want to dive deeper, check out this explainer about the video sales funnel, which shows how different video types support awareness, trust, and conversion at different stages.
Next, let’s look at the most common types of business videos, and I added notes for where they fit in the video sales funnel.
1. Social Media Videos
Funnel Placement: Top of Funnel
Style: Less polished
Social media videos are about lead generation and building brand awareness. They are not meant to explain everything, they are meant to show you exist and peak curiosity.
These videos usually work best when they feel authentic. More spur-of-the moment and less polished. Perhaps in the future I’ll explain in detail the types of social media video personalities and why a business would choose one over another. But for now, let’s look at the common uses:
- Youtube Shorts (the second biggest search engine)
- LinkedIn content (great for B2B)
- Meta reels (Facebook and Instagram)
- TikTok (sometimes controversial, but hard to ignore)
The must-trusted advice for growing a following is “provide consistent value.” The social media algorithms favor consistency and engagement. You can’t post sporadically and expect to go viral. It requires a major commitment, bigger than most companies realize, and that often means outsourcing to an agency to research, script, shoot, edit, and publish strategically.
Sure, you probably know someone who can post a photo or AI generated graphic a few times a week, but posting alone will not grow a following. It needs to be strategic.
We’ve found that videos outperform static content (photo and carousels) by a long shot, so much so that we’ve stopped including static content in our social media packages.
Maybe you’re like me and hate social media with a passion. It’s a huge time waster. But I there’s a silver lining I find encouraging; our top-performing videos are consistently educationally focused.
For example:
This gives me hope for humanity.
We don’t need to be silly. Instead, we can add real value so the viewer walks away with something they learned.
There is a right and a wrong way to do social media. And you’re better off not doing anything than doing it half-heartedly.
2. PPC Ads and Commercials
Funnel Placement: Top of Funnel
Style: Polished and Profesional
Paid video ads are designed to capture attention quickly and they better be good since you’re paying Google or Meta every time someone watches them. They need a strong hook, they need a crystal clear message, and they need a simple “next step”.
These videos are often used for:
- YouTube ads
- Paid social campaigns on Meta or Linkedin.
- Streaming on Amazon’s Over-the-top (OTT)
- Or local broadcasts (like this Super Bowl ad we did for Keystone Custom Decks)
While being creative goes a long way toward grabbing attention, clarity matters more than creativity here.
For example, every year, we get to create a memorable ad for AB Martin’s Thanksgiving Sale:
Because this is someone’s first interaction and you need them to click through to your website, it’s good to keep the style polished and professional. This will help build trust with the viewer. And personally, I love to use humor to be memorable.
Next, let’s look at one of the most popular business videos types.
3. Brand Videos
Funnel Placement: Middle of Funnel
Style: Polished and Profesional
Brand videos are the most useful videos for many businesses. They answer simple but important questions:
Who are you?
What problems do you solve?
How to do business with you?
These videos are often used on website homepages, about pages, and sales presentations.
Brand videos should feel clear and confident, not rushed or overloaded, not an opportunity to boast about how great you are.
We use the StoryBrand Framework when crafting a brand video. It uses the principles of storytelling to position your company as the “guide” and not the “hero” of your customer’s story.
For example, take a look at one of our most successful brand videos for Keystone Custom Decks:
There are different types of brand videos.
A brand video can be simple with professional voiceover and cinematic visuals. It can also be a major production with on-screen talent, carefully choreographed scenes to show how you know what you are talking about. Or it can include interviews with your key team members for authenticity.
From our experience, brand videos don’t perform as well on social media as dedicated social media videos, but they are perfect for retargeting warm leads.
See more examples: https://shadboost.com/brand-videos/
Next, let’s talk about the most powerful type of business video.
4. Testimonial Videos
Funnel Placement: Middle to Bottom of Funnel
Style: Polished and Profesional
Testimonial videos are perhaps the most powerful type of video. They provide what’s called social proof.
They let potential customers hear from people like them. They reinforce credibility, and they answer objections without selling. These videos are commonly used…
- On your website
- In sales conversations
- With proposals
- In follow up emails
Being towards the bottom of the funnel means that the people watching already know who you are, what you do, and how to take the next step. They just need some encouragement to move forward.
That being the case, it’s rare for a testimonial to go viral; the value is in converting a warm lead into a paying customer.
For example, a testimonial that has won over 2 million in deals for our client:
5. Project Showcase Videos
Middle of Funnel
Project showcase videos show proof of execution.
They reveal the quality of your work and show ideas of what can be done. They allow viewers to walk through the space in a way a photo never can.
These can be especially helpful for construction companies.
For example:
6. Product Videos
Middle to Bottom of Funnel
Product videos focus on clarity and functionality- what the product is, how it works, and shows it solving a problem.
They are useful when:
- Products are technical
- Multiple stakeholders are involved
- Sales teams need visual support
For example:
7. Website Videos
Bottom of Funnel
Website videos often provide final reassurance. They reduce friction, answer last questions, and support conversion.
These may include:
- Service explainers
- Process walkthroughs
- FAQ style videos
For example:
8. Recruiting and Culture Videos
Recruiting videos operate on a separate but important funnel.
They attract the right people and set expectations.
They help filter for fit.
These videos are commonly used on:
- Careers pages
- Job listings
- Hiring campaigns
For example:
Understanding Your Target Audience Before You Film
Not every video is for the same audience.
Some videos are for first time viewers, others are for people already considering working with you.
Audience impacts everything: Length. Tone. Messaging. Distribution.
Clarity here prevents wasted effort later. It’s good to establish your goals up front to avoid disappointments later.
Distribution Comes Before Production
Where a video will be used should be decided before filming.
Website?
Sales?
Social media?
Tradeshows?
Where the video is distributed affects length, formatting, editing style, and production approach. When distribution is clear, production decisions become easier.
Don’t have a distribution strategy? Then you will most likely waste your time and money.
Posting to social media is not a distribution strategy.
I’ve said no to projects with big budgets because they didn’t have a plan for distributing it.
Why? It’s a waste of money.
I don’t want that. The client doesn’t want that, and the product won’t be worth the time and resources.
Devote your time and resources to getting your videos seen by the right people.
Typical Video Production Budgets in Lancaster PA
Budgets vary based on scope, not just video type.
- Brand videos: $4,000 to $20,000+
- Testimonial videos: $2,000 to $6,000
- Social media video packages: $1,600 to $9,000 per month
- PPC ads or commercials: $3,000 to $20,000+
- Product or project showcase videos: $2,000 to $10,000+
Cost is influenced by:
- Number of shoot days
- Number and distance of locations
- Size of the crew needed
- Deliverables (how many videos)
- Length of the videos
- Talent needed
- Editing complexity
I often tell people that video is flexible. A larger budget means we can do additional shooting days (to show progress, or additional parts of the process), more locations, more planning to create the perfect shot rather than simply documenting whatever happens.
But lower cost is not always low value. The end result should still look professional.
Lower budgets simply mean fewer options.
It’s important to choose a budget that works with your goals.
What to Expect From a Professional Video Production Process
A professional process should feel structured:
Discovery and planning, pre production, production, post production, and finally delivery. You should know what is happening and why at each stage.
Some companies like to be hands-on. I had a client recently who said the opposite.
He had worked with some of the biggest Lancaster PA video production companies, and was very disappointed.
He decided to give us a try.
When we wrapped, he said he loved that we understood their goals. We communicated a vision and visually showed what it would look like. And then we got it done without babysitting or constantly getting approvals.
You shouldn’t have to push or send weekly reminders. And with the right video production partner, you won’t.
Common Mistakes to Avoid
- Choosing video before defining the goal
- Expecting one video to do everything
- Ignoring distribution
- Budgeting without understanding scope
See our article devoted to common video mistakes that Lancaster PA businesses make if you want to go into further detail.
Simple Video Planning Checklist
Before starting a video project, ask:
- What is the goal of this video?
- Who is it for?
- Where will it be used?
- What action should it support?
- What budget range makes sense?
- What does success look like?
Final Thoughts
Video production does not need to be overwhelming. With clarity, video becomes a long term asset instead of a guessing game.
As the owner of a top video production company in Lancaster PA, I’ve helped hundreds of businesses create a video strategy that helps them grow.
For businesses exploring video production in Lancaster PA, understanding the options comes first. If you want clarity before investing, a short strategy conversation can help determine what will work and what won’t.
