So you have a new product or service that you want to market using video. Good idea. Video has continuously proven to be the best way to market your product or service, and there are so many options for creating a concept. However, you may have some difficulty deciding which route to take. Here are four types of product videos that may help you decide the direction you should go in:

1. Explainer Video

Everyone has seen these videos either on television or on the web. They can complete a few different tasks. They can explain how a product works, how a product is used, and how a product is made. For example, if you want to showcase your company’s new app, you may want an explainer video to demonstrate how to use the app. Or maybe you have a new vacuum with an innovative new piece that will set it apart from other vacuums. A how-it-works video could fit nicely into your strategy and showcase exactly how your product works better than the rest. If you have a product in a specialized industry (for example, manufacturing plumbing fixtures), a how-it’s-made video may be your answer. Give your clients a behind-the-scenes look at your employees and factory, showing them the care and precision that goes into the creation of your product.

Here is a video that explains an innovative new product in a simple but engaging way:

2. Client Testimonial

Maybe you have a product or service with a lot of similar competition and you want to highlight the satisfaction customers receive from choosing your company over another. A video testimonial from a happy customer would be very beneficial. Video testimonials give future customers/clients direct proof that your product or service is reliable and useful. Anyone on the fence about which company to choose will see the video of the satisfied customer and feel confident that they are making the right choice by going with you.

This client testimonial is accompanied with great B-roll and music to completely portray the client’s satisfaction:

3. CEO Testimonial

This strategy is also useful when trying to sway customers your way. A testimonial from the owner or CEO explaining his passion for the product can be very reassuring for potential clients and customers. Seeing how much passion and hard work went into the process of creating the product changes the way people look at it. Suddenly, it becomes more than just a product. It becomes a story. The context of why a certain product exists directly from the CEO will allow your customers to really trust your product.

This CEO tells the story of how he built his company and what his motivation was:

4. Brand Video

A brand video is different from the previous types of video mentioned because instead of focusing on selling your product, you are focusing on selling your brand. You will feature your product still, of course, but a brand video runs more like an advertisement or commercial. It will showcase a certain product or service but also give a feel of your company’s character. It may tell a powerful narrative; it may be funny; it may have a central theme to go along with it. Whichever the case, the goal is to create an emotional attachment with the viewer and hopefully convert them into customers and clients.

This 30-second spot perfectly explains its service while giving it a brand of its own:

A Hybrid

Those are just four types of videos that can showcase a new product or service for your business. However, you may be trying to conceptualize an idea that does not necessarily fit these categories. That’s fine. Be creative with your ideas but keep these guidelines in mind.

Many product videos are actually a combination of these examples. For instance, you may want to do a clever video on how easy it is to use your company’s new app and at the end of the video use customer testimonials to drive home the point. Or perhaps you need a how-it’s-made video for potential clients but also want the CEO testimonial to give some context to the product or a satisfaction guarantee.

However you conceptualize your product video, use these features as guidelines as you journey through the creative process.

A version of this article was originally posted here.