Knowing that your business should be creating video content is one thing.
Knowing what to actually film is another.
It's easy to fall into the habit of posting whatever happens to be available: a quick clip from the office, an occasional promotional video, or something created simply because you haven't posted in a while.
But different videos serve different purposes.
A strong content strategy uses a mixture of video formats to attract new people, demonstrate what your business does, build trust and ultimately turn attention into enquiries.
Here are seven types of video content worth considering.
A brand video introduces people to your business.
Rather than focusing on one individual product or service, it communicates who you are, what you do and why somebody should choose you.
This could include:
A professionally produced brand video can become a valuable long-term asset for your website, presentations, advertising and social media.
For businesses considering this type of project, my Commercial Videography services cover professional filming and production designed around your brand and marketing goals.
You can tell people that you're good at what you do.
It's much more powerful when one of your customers says it for you.
Video testimonials allow potential customers to hear directly from people who have already worked with your business.
Instead of simply displaying a written review, a well-produced testimonial can tell the full story:
What problem did the customer have?
Why did they choose you?
What was their experience?
What was the result?
The finished video can then be used across your website and social channels as genuine proof of the quality of your work.
Not every piece of professional video content needs to be a large production.
Short-form videos can give your business a consistent presence across platforms such as Instagram, Facebook, LinkedIn, TikTok and YouTube.
These could include:
The important part is having a reason for creating them.
Good Social Media Content Creation should combine strategy, filming and editing rather than simply producing as many posts as possible.
People are naturally interested in seeing how things work.
Behind-the-scenes content gives customers access to a side of your business they wouldn't normally see.
That might mean showing how a product is made, what happens during a project, introducing members of the team or simply documenting an interesting day at work.
It doesn't always need to feel heavily scripted either.
Some of the most effective behind-the-scenes videos feel natural while still benefiting from professional videography and editing.
That combination can make a business feel much more human without sacrificing production quality.
Sometimes customers don't fully understand what a business offers.
That's a perfect opportunity for video.
An explainer video can take something complicated and make it easy to understand within a couple of minutes.
Instead of expecting someone to read several pages of your website, you can show them.
Visual examples, motion graphics, text and professional video editing can all make information much easier to digest.
If you already have footage that needs turning into polished marketing content, my Video Editing Services cover everything from editing and colour correction to audio and motion graphics.
Case studies are particularly valuable because they don't just tell people what you can do.
They show what you've already done.
A strong case study can take viewers through:
It's essentially evidence.
Potential customers get to see your work while also understanding the thinking and process behind it.
You can see examples of my own commercial, creative and client work on the Projects page.
Your website is often one of the first places a potential customer properly interacts with your business.
Video can make that first impression significantly stronger.
A homepage showreel, brand film, service video or background video can immediately communicate what your business does without asking the visitor to read through large amounts of text.
And because the content lives on your own website, it isn't dependent on somebody discovering you through social media.
For businesses looking for professional Video Production in Bury St Edmunds, creating content for both your website and social channels also means footage from a single production can potentially be turned into multiple useful assets.
This is something businesses often overlook.
A filming day doesn't necessarily need to produce one finished video.
With the right planning, one production can potentially create:
That's where planning before production becomes extremely valuable.
Instead of asking:
"What video should we make?"
A better question is:
"How much useful content can we create from this production?"
For businesses in Bury St Edmunds and across Suffolk, this can be a particularly efficient way to build a library of professional content without organising a completely separate production every time something needs posting.
The type of video is only part of the equation.
Professional filming, lighting, audio, video editing, colour grading and motion graphics all influence how the finished content represents your business.
People may not consciously identify every technical detail.
But they notice the difference between something that feels professional and something that doesn't.
Your content represents your business before you've ever spoken to the person watching it.
You don't need to create every type of video on this list.
The right approach depends on what you're trying to achieve.
If customers don't understand your service, an explainer might be useful.
If you need more trust, testimonials or case studies could be stronger.
If you need greater visibility, consistent social media video content might be the priority.
And if your overall online presence needs improving, a combination of commercial videography, professional video editing and ongoing content creation may make more sense than relying on a single video.
I provide professional video production, videography, video editing and content creation for businesses in Bury St Edmunds, Suffolk and beyond.
You can learn more about my background and experience on the About page, or take a look through my Projects to see previous work.
If you're not sure what type of video would work best for your business, get in touch and we can discuss what you're looking to achieve.