The types of commercial videos that deliver the strongest ROI for agencies and brands
Marketing agencies and brands are constantly searching for content that performs well, scales effectively, and drives measurable results. Among all creative assets available today, commercial video continues to deliver the highest return on investment. Whether the goal is to increase awareness, boost conversions, build trust, or strengthen brand identity, video plays a central role in successful campaigns.
The challenge agencies often face is knowing which type of commercial video will maximise ROI. Different formats deliver different benefits, and each works best in specific contexts. Choosing the right type of video can significantly improve campaign results, reduce wasted budget, and deliver more value to clients or internal stakeholders.
This blog breaks down the most effective types of commercial videos and explains why they consistently deliver strong ROI for marketing agencies and brands.
1. Brand films that communicate identity and purpose
Brand films are powerful storytelling tools. They help audiences understand what a company stands for, why it exists, and what sets it apart in the market. These videos typically focus on emotion, mission, values, and personality.
Why brand films deliver strong ROI
They create emotional connections
They build brand trust
They communicate identity clearly
They differentiate the brand from competitors
They can be reused for years on websites, social channels, and events
Brand films often become core assets that anchor long term marketing strategies.
2. Product videos that demonstrate features and benefits
Product videos are essential for brands that want to show customers how something works or why it matters. These videos simplify complex ideas and provide clarity that images or text cannot achieve alone.
ROI advantages of product videos
Higher conversion rates on landing pages
More informed customers
Reduced support queries
Better performance in paid campaigns
Strong impact on e commerce sales
For agencies working with retail brands, technology companies, or consumer products, product videos are one of the most powerful asset types available.
3. Social media adverts that drive quick engagement
Short form social adverts are designed to capture attention immediately. These videos are usually fast paced, visually bold, and highly optimised for platforms such as Instagram, TikTok, YouTube, and Facebook.
Why social ads deliver strong ROI
They get higher engagement than static ads
They perform well in both paid and organic campaigns
They are easy to test and optimise
They reach wider audiences quickly
They encourage more shares and interactions
When agencies need results fast, short social commercials often outperform all other content types.
4. Explainer videos that simplify complex ideas
Explainer videos break down services, processes, or concepts in a clear and engaging way. They are especially useful for brands in finance, healthcare, education, technology, or B2B sectors.
ROI benefits of explainer videos
Better customer understanding
Increased conversions on service pages
Stronger lead generation
Higher retention in onboarding processes
More confidence from new customers or partners
Explainers turn complicated information into digestible content that helps audiences make informed decisions.
5. Testimonial videos that build trust
Customer stories have always been a powerful form of marketing. Testimonial videos take this further by showing real people sharing real outcomes in a human and relatable format.
Why testimonials deliver excellent ROI
They build credibility quickly
They provide social proof
They influence buying decisions
They improve conversion rates on landing pages
They support sales teams with authentic success stories
Agencies often use testimonial videos during campaigns that rely heavily on trust and reputation.
6. Case study videos that demonstrate measurable results
Case study videos are extremely valuable for B2B agencies or brands. These videos show how a client achieved success using a product or service, supported by real data, outcomes, and visuals.
ROI strengths of case study videos
Ideal for sales teams
Highly persuasive in client pitches
Great for LinkedIn and website use
Demonstrates proof of performance
Helps brands close higher value deals
They are one of the best formats for demonstrating expertise and capability.
7. Event videos that extend the value of live experiences
Events create energy, movement, and excitement that translate exceptionally well into video. Commercial event videos capture highlights and turn them into usable marketing assets.
ROI benefits of event videos
Great for post event promotion
Reusable for future marketing
Shows real people engaging with the brand
Provides material for social and paid campaigns
Helps attract sponsors and partners
Agencies often rely on event videos to make the most of conferences, festivals, launches, and exhibitions.
8. Animation and motion graphics that enhance clarity and engagement
Animation is increasingly popular because it makes complex or abstract topics easier to explain. It is flexible, visually appealing, and works for a wide range of sectors.
Why animation delivers strong ROI
Fully customisable
Great for technical subjects
Easy to update
Ideal for ads, explainers, and educational content
Highly shareable on social platforms
Animation also works well when brands want a clean and modern visual approach.
9. Short form vertical videos that maximise social reach
Vertical videos are essential for platforms such as TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels. These formats prioritise fast paced, engaging content that feels native to mobile users.
Vertical video ROI strengths
Faster reach
Higher retention among younger audiences
Better performance in algorithm driven feeds
Ideal for repurposing longer commercial videos
Cost effective to produce alongside main campaigns
Agencies that incorporate vertical content into campaigns see a significant increase in visibility.
10. Commercial adverts designed for paid media campaigns
Paid advertising requires specific video assets tailored to the ad platform. Commercial adverts provide clear messaging, strong calls to action, and high quality visuals.
Why commercial adverts deliver high ROI
Optimised for conversions
Highly trackable
Easy to test and refine
Effective across multiple platforms
Perfect for product launches and promotions
These videos form the backbone of many performance focused campaigns.
Conclusion
Commercial video comes in many formats, each delivering different benefits for agencies and brands. From storytelling based brand films to fast paced social adverts, high trust testimonials to conversion focused explainers, each type of commercial video serves a unique purpose. Agencies that understand how to choose the right format for each campaign will consistently achieve stronger ROI, higher engagement, and better client satisfaction.
If your agency wants to create video content that performs across platforms and delivers measurable results, our team can support you with professional commercial video production tailored to your goals.