Video can be used in different ways depending on what you want to achieve.
Hero video is flagship content that sits front and centre in your marketing. It might be on the home page of your website and a core piece of a campaign with the objective of generating a high volume of views and maximum attention.
Most businesses only tend to invest in one or two pieces of this type of video per year.
Social video might involve several shorter pieces of content that target different audiences or shows different aspects of your offer.
Typically this would be used in conjunction with a social media campaign to drive specific actions and results.