Creative Video Production | Which style of video should I choose?

Types of business video (and when to use each)

Front Foot Creative specialise in Creative Video production services here from our creative hub in Cambridge. In this blog we’ll explore:

How to decide the style of video that is right for your marketing needs?
How important your budget and audience are in that decision
And how the delivery of your video content will affect the most suitable style of video

There’s no doubt that professional video content can give you the marketing edge if you harness it in the right way. We’ve all heard the phrase, content is king, but this is the only the case if you create assets that land with your target audience.

The stats about creative video production trumping static imagery or text in terms of engagement are well known, but that doesn’t mean that professional video is a silver bullet to marketing success.

There are a number of factors to consider before commissioning a video production company and diving into your video project.

So here Front Foot Creative’s Nick Fairbairn, breaks down the key components of consideration to think about before embarking on your creative video production masterpiece.

What Do You Want to Achieve?

Our Cambridge Video Production Company always holds a discovery meeting or call before engaging with a project and the first questions we ask is: “What do you want to achieve?”

It seems the most obvious of obvious questions, but you’d be surprised how often the answer is: “We’re not quite sure”. Ask yourself and your team what the goal is from your video content.

Is it a brand awareness piece to increase visibility of your business to your customer base? Are you promoting a specific product or service? Are you trying to engage directly with your audience or do you see your content simply as a tool to generate leads?

Once you’ve identified your specific goal for your video content, you can then begin to identify a style that aligns with your objectives.

Types of Creative Video Production

Video production is a broad term. We’ll try not to confuse matters too much, but there are a lot of types and styles at your disposal. Most importantly, you should decide on the style that best suites your marketing aims.

If you’re looking to simplify the messaging around a complex product or service, then an engaging explainer video is likely to be your best treatment. Whereas a fuller corporate promo video, is better at delivering an impactful snapshot of your business in a professional, polished manner.

A video case study or testimonial is a brilliant way to build credibility by showcasing real customer experience, while behind the scenes and company culture content can be a winner in personalising your brand.

A polished event video can bring your conference, awards night or staff celebration to life and don’t forget social media videos. They can be short, snappy and high impact, so that they stand out from the crowd, giving you maximum engagement on your chosen channels and illustrating paid ad campaigns.

Furthermore, your video production company should be very well-placed to offer their opinion in deciding the best style for your business. So be open to take on their advice.

Corporate Promo Explainer Video Event Video Social Media Video Shorts Reels Testimonial Video E-Learning Video Culture Promo Talking Heads Documentary Style

Understand Your Audience

You want your video content to give you marketing lift off! But to achieve this, it’s imperative that you understand your audience. Consider who you are trying to target and how to produce content that is relevant to that particular demographic before you throw yourself into your video project.

Are you looking to connect with a young, social media savvy audience, with small window to capture their attention? If so, short, fast paced engaging videos are the way forward, so it’s time to think tik tok and reels.

Is your business B2B with a need to connect with business professionals? Webinars to impart industry insight and knowledge and video case studies/testimonials to underline positive customer experience and business credibility will be key.

Perhaps you want to engage a wider, general public audience. To resonate, you’ll need to be relatable – this is where emotional storytelling and explainer videos really come into their own.

Take your time and do your research before your video project starts in earnest – it will pay dividends.

Establish Where The Video Will Be Shared

Before you decide on your style of video, identify where the content will be shared. If your priority is populating your website and landing pages with top notch video, then explainer videos, video case studies and brand videos are definitely worth exploring.

Youtube and Linkedin are more suited to thought leadership, industry insight and, in Youtube’s case, longer form content.

If Insta or Tik Tok are where your audience hang out, think short, attention grabbing clips, whereas an email campaign will require personalised messaging or video testimonials.

Don’t try and fit square pegs in round holes – think about where your audience is, which platforms to utilise and then choose the style to suit.

Set A Specific Budget Aside For Creative Video Production

We’ve said it before and we’ll say it again. Professional video production doesn’t need to break the bank! There are plenty of affordable video production options including stock footage with a voice over or typographic animation. Low budget doesn’t have to mean low in quality.

Set yourself a budget and, if comfortable, share it with your video production company. A reputable agency shouldn’t see this as immediate pound signs, rather a chance to deliver you the best possible product for the budget available.

Our Cambridge Video Production company quotes mainly based on time and crew required for pre-production (script writing/logistics/recce time for example), production (i.e. shooting) and post-production (editing). There may be additional costs for equipment hire or camera operators or specialist expertise such as drone.

Think about your deliverables and what the priorities are. Work with your video production agency to establish how much content it’s possible to produce from the shoot and edit time you have available for your budget – if you’re well organised you can make your shoot time and budget go a long way.

Frequently Asked Questions

How Much Does Hiring a Video Production Agency Cost?

Creative video production agencies like ours here in Cambridge generally base quotes on time and crew required, so costs will depend on the scope and scale of your project.

A multilocation blockbuster video with professional actors will naturally require a high budget given the pre-production, planning crew and post-production time required.

Remember though, affordable video production is attainable and a smaller scale shoot using staff rather than actors at a single location can bring the cost down. Don’t dismiss lower budget alternatives like stock footage with a voiceover or 2D typography.

How Do I Know Which Platforms to Use My Video on?

Knowing your audience is key to deciding where you should use your video.

Take time to research who you are trying to target and where they consume relevant content. Socials such as Insta or Tik Tok will require a different treatment to Linkedin, and content for landing pages of your website will need a different style to youtube.

Understanding your audience will be key to ensuring your video content lands and makes and impact.

Which Type of Video Will Suit My Business?

You’ll only know the answer to this when you’ve established what you want your video content to achieve.

Who are you targeting, and what is the end goal? More website clicks, increased brand awareness or just cold, hard sales? Work out your objectives at the very start to ensure your content delivers!

From there, you’ll be able to make an informed decision, alongside your video production company, which style of video matches your requirements.

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Creative Video Production | What Style Should I Choose For My Business?