5 YouTube Video Types That Build Trust and Drive Sales

Picture this: It’s 10 p.m., you’re researching a complex purchase, and you stumble on a three‑minute video that finally explains — in plain English — what drives the price up or down. Instantly, you feel lighter. You’ve found a brand that gets you.
That moment of relief is exactly what your buyers crave.

If you’ve embraced The Big 5™ in written form, you already know that answering the hard questions is the fastest way to build trust online. But buyers don’t live on blog posts alone.

They stream. They binge. They forward links to teammates. And more often than not, they do it on YouTube, the world’s second‑largest search engine.

At IMPACT, we’ve helped hundreds of mid‑market companies turn YouTube into a sales accelerator. The playbook is surprisingly simple: translate each Big 5 topic into a distinct video style. Nail these five formats and you’ll meet buyers where they’re most comfortable — face to face, before you ever hop on a call.

Ready? Let’s roll the camera.

The Big 5, Now in Living Color

Editor’s note: The Big 5™ (Cost & Price, Problems, Versus & Comparisons, Reviews, Best‑in‑Class) sit inside the “Talk” pillar of the Endless Customers System. Bringing them to video lets you Show as well as Talk, doubling the trust impact.

Below you’ll find the five YouTube video types that map directly to The Big 5. For each, we‘ll cover why it works, how to produce it, and a real‑world example from an IMPACT client or community member.

1. Cost & Price Videos: "Let's Talk Numbers"

Why they work
Money questions keep buyers up at night. A clear, honest cost video turns anxiety into appreciation and positions your brand as the straight‑shooter in your space.

What to film

1. What drives costs in an industry up?
2. What drives costs in an industry down?
3. What makes some companies so expensive?
4. What makes some companies so cheap?
5. Where YOUR prices fall (range)

Production tips

• Use on‑screen graphics to visualize ranges.
• Keep it under five minutes; buyers want clarity, not a lecture.
• Pair with a downloadable checklist in the description.

Example in action

2. Problems Videos: "The Bad, the Worse, and the Fix"

Why they work
Addressing drawbacks shows buyers you value truth over spin. Problems videos weed out poor‑fit leads and attract serious prospects who respect candor.

What to film

1. Name the top problems with your product, service, or method.
2. Explain why each occurs.
3. Offer realistic solutions or alternatives (even if it means recommending a competitor).
4. End with who should and shouldn’t consider you.

Production tips

• Film in a Q&A style with a subject‑matter expert and host.
• Show real‑life footage or photos of each issue.
• Time‑stamp each problem in the video chapters for easy navigation.

Example in action

3. Versus & Comparisons Videos: "This vs. That"

Why they work
Buyers inevitably stack options side by side. Do it for them and you own the narrative.

What to film

1. Start with the big questions:
   1. Your Product vs. Another Product
   2. Option vs. Option
   3. Accessory vs. Accessory
   4. Company vs. Company
   5. Methodology vs. Methodology
2. Lay out criteria (price, performance, maintenance).
3. Use a split‑screen graphic or whiteboard to score each category.
4. Share who wins in specific scenarios.

Production tips

• Embrace your bias: disclose if you sell one option.
• Include third‑party data (test results, reviews).
• Invite a customer guest star who has tried both.

Example in action 

4. Review Videos: "The Good, the Bad, the Honest"

Why they work
Social proof on steroids. A balanced review signals maturity and positions your team as sherpas, not shills.

What to film

1. Introduce the product/service and who it’s for.
2. Walk through features, pros, and cons on camera.
3. Share real customer feedback (screenshots, clips).
4. Conclude with fit/not‑fit guidance and next steps.

Production tips

• Use b‑roll of the product in real use.
• Add chapter markers like “Unboxing,” “Pros & Cons,” “Should You Buy?”
• Keep tone conversational; pretend you’re advising a close friend.

Example in action

5. Best in Class Videos: "The Top 5 You Should Know"

Why they work
Buyers start with “best” searches to map the landscape. By curating the field, you become the default guide.

Here are some common phrases customers search for when looking for the “best”

What to film

1. Set criteria for “best” (customer service, warranty, innovation).
2. Rank 5–7 options objectively.
3. Clearly state whether you’re on the list and why.

Production tips

• Resist the urge to make it a sales pitch.
• Credit your sources (industry reports, awards).
• Update annually and link old versions for transparency.

Example in action

Bringing it All Together

Creating these five video types will not break the bank, but they will break the ice with skeptical buyers. 

Start with Cost & Price (it’s the fastest trust win), then aim to publish two new Big 5 videos per week. Within just a few months, you’ll own more of the buying conversation than competitors who spend twice your ad budget.

Your buyers are already on YouTube. Start filming The Big 5 today and turn silent browsers into educated, confident prospects who want to talk to your sales team.

At IMPACT, we coach businesses just like yours in the Endless Customers System™–a proven approach that puts video at the heart of your sales and marketing. We’ll help you build a YouTube presence that educates buyers, builds trust, and drives real revenue.

If you're ready to stop guessing and start growing with YouTube, let’s talk.