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What Type of Video Content Does Your Business Need?

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It probably comes as no surprise that different industries and businesses have different video needs. For instance, a family lawyer and a fashion label are going to use very different video styles on different platforms to appeal to their target market. As a leading video production house in Brisbane, let us help you determine what video content will get your business the best return on investment.

Video Content

1. Top of Mind Business

In industries where maintaining visibility is crucial, the volume of content becomes the most important factor. Consider success coaches, real estate agents, or sales agents: these professionals need to build authority, which is typically achieved through education, positioning themselves as leaders in the field, and earning trust in their expertise. This approach is especially effective for businesses that have a face that is strongly associated with the brand. To remain top of mind their marketing must be very consistent across multiple channels. When producing a large volume of content the emphasis shifts away from high production value and complexity. Instead, your video production house may suggest simple engaging piece-to-camera videos addressing relevant topics for their audience in short and engaging reels.

2. Corporate Businesses

In the corporate sector, there is generally less need for highly consistent content. Common video types for these businesses include business profile videos, website landing page videos, case study or testimonial videos, and recruitment videos. Additionally, corporate entities often invest in photography for their websites and to trickle-feed their social media. Once these video assets are established with your video production house they typically only need to be updated every few years. For instance, when choosing an accountant, you might review several websites and watch a few testimonial videos before making a decision. Similarly, Lockhart-Krause Architects, a multidisciplinary architecture firm working in commercial and institutional sectors, invests in high-impact digital content to communicate design values, showcase built projects, and engage stakeholders across long lead development timelines. From here you’re not likely to seek out daily reels; instead, you’re more inclined to remain loyal to that accountant unless something goes awry. Higher quality, less frequent content is required for this industry.

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3. eCommerce - Beauty and Fashion

For businesses in the beauty and fashion industry that sell fast-moving consumer goods your business will benefit from creating regular ongoing content with your video production house as new products are launched. In fashion, this often aligns with seasonal changes, occurring quarterly or sometimes even more frequently, depending on the brand. As you are likely aware product photos are essential, but incorporating short product and lifestyle videos with your video production house can significantly enhance your marketing efforts. A short lifestyle video can create a compelling visual narrative, evoking a sense of need or desire more effectively than a static image. For example, rather than just posting a photo of a dress to your social media account, a video showing the dress flowing in the wind while a model enjoys a picturesque setting can inspire viewers to envision themselves wearing it and experiencing that moment. If you follow female-oriented fashion brands targeted towards young to middle-aged women (like me), you’ll notice that many videos are at the beach, on cobblestone paths, or by a pool, effectively creating a desirable lifestyle image (which may or may not have contributed to our recent Italian summer holiday!)

4. eCommerce - Product

For businesses selling products, several factors influence the most effective type of video for driving sales. If your product requires a high level of trust, such as those in the health sector, your video production house may recommend a testimonial video to help provide reassurance and validate the product’s credibility. For products with complex features or multiple functionalities, an explainer video with animations can effectively convey all the benefits to the viewer. Additionally, if you distribute your product through a supplier, they might request a video to help boost their sales. Similar to beauty, product videos are created for product launches, new models, or updated ranges. Although these releases are often less frequent, your video production house may include more sophisticated elements, such as animations, to effectively highlight the product’s features to potential buyers.
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5. Education

In Brisbane, schools and universities face significant competition. Educational institutions increasingly leverage video to differentiate themselves and communicate their unique selling points in order to attract students and parents of students to enrol. The most common form of video to achieve this is a brand video where schools promote their values, specialty programs, or available services and how this translate into a better education and experience for the student. Your video production house will typically produce these videos in collaboration with the school or universities in-house or contracted marketing team, which usually involves a higher budget with substantial return on investment. Other common video formats for education include event videos, which highlight school activities, again, to attract students and parents, and recruitment videos to attract staff. Universities also use video to showcase their achievements, such as research breakthroughs, to enhance their reputation, which you guessed it, is to attract students. Additionally, universities frequently produce subject and module introduction videos as online resources for students.
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