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10 ways you can use video to help your business

by Steve Ramsden at Unexplored Films

Video is currently the most powerful business tool in the world, and if your company isn’t using it, it can be easy to feel like you’re getting left behind. Videos are a great way to drive traffic and interest and engage with both customers and employees. But what are some of the best types of video to use? Read on to find out…

If you are already thinking of using video to promote your business, you’re in for a happy surprise:

  • Videos have been known to increase conversions on sales pages by 184%.
  • Video is 53 times more likely to show up on the first page of Google than text. 
  • People are about 3 times more likely to watch a video than read the same content in written form.

Good videos create emotion, excitement and a desire to work with you. Just as crucially, a poorly-executed video can create a negative impression of your company and waste your money (so don’t just hire anybody!)

There are quite a few opportunities to utilise video in your business to help growth, raise awareness of your message and demonstrate credibility, whilst saving you time and money. 

Below we’ve shared some categories of videos that you might want to consider implementing, along with some relevant examples taken from our previous jobs.

We always happy to chat about helping you explore a strategy for implementing any of these ideas and more – get in touch with us at

1. Homepage video / ‘Video Business Card’ 

We often suggest this as the starting point for companies new to video. This is the ‘Swiss army knife’ of videos that can be implemented in a number of places, starting with your website homepage. Other uses include email signature integration, sending to potential investors and loop-playing at trade shows. 

Any time you would normally introduce what you do verbally, imagine you could play a video instead. In just 2-3 minutes, the video quickly and clearly outlines to newcomers 1) who you are, 2) what you do, and 3) how you can add value. Our method is based around filming at least one key unscripted interview with a company leader to personalise the business story. We then add cinematic illustrative footage outlining all the most visually engaging aspects of the company, and often some positive customer video testimonials. 

Example Case Studies:

2. Video for social media 

These are usually attention-grabbing short visual pieces that work well without audio necessarily being heard. 85% of all videos on Facebook are watched silently, so don’t lose those views by using a video that requires the audio to make sense!

Engaging social media videos often outline a particular special process or feature of the company. They are not intended to tell the company’s whole story, but rather to entice people to learn more when scrolling past. We sometimes get requests to make these look less formal or ‘produced’, though glossier promo pieces can work just as well. Available in 16×9, square or portrait aspect ratios.

These often work best with engaging, fast-moving images and minor bits of simple text. They can also utilise interview and speech content too, but only if it is subtitled clearly for viewers watching on mute. Check out some of our recent examples:

Example Case Studies:

3. Testimonial video 

Testimonials are great way to build credibility and trust with potential clients. People are far more likely to do business with a company if they hear that other people have tried it first and have had a great experience. These videos can therefore do a lot of the heavy lifting for your sales and marketing.

People value authenticity in all forms, so the more genuine a testimonial sounds, the better. Think of those people you have worked with who would happily give up a few minutes of their time to talk on camera about what it’s like to work with your company.  

These sorts of videos do not have to be long and could: 

  • live on your ‘About us’ page
  • make a nice social media piece 
  • be folded into a homepage showreel

4. Event filming

Traditionally, there are two types of video that can be created from event filming: 

  1. A ‘highlights film’, particularly effective for social media – essentially informing those that were not there that the event happened, and building a feeling they missed out and should attend next time.
  1. A full event recording, effective when shared internally for employees or delegates to ‘catch up’ on a talk or presentation if they were absent. If the subject matter is not confidential, these can also be shared publicly to build a community following – establishing your brand as an authority in your field. These are filmed with a minimum of two cameras (one wide, one close up) as well as full graphics integration from the presentation being delivered. We also film stage and theatre productions in the same manner.

Example Case Studies:

5. Facilities showreel 

If your venue houses an abundance of useful facilities (and they are available for hire), a facilities showreel can be an effective way of offering people a real insight into what you can offer, as well as encouraging them to visit in person. 

Similar to a virtual tour or a real estate video, a facilities showreel can utilise immersive wide angles and beautiful close-ups to show off your venue. Text, naming each area, and perhaps listing a few statistics (such as seating capacity) can also be very effective at communicating what you offer – don’t neglect the finer details that your customers will want to know.

Example Case Studies:

6. Product launch, demo or advertising video

Videos designed to promote new products and create ‘buzz’ when unveiled can make your product stand apart from the competition. They can: 

  • be screened for audiences at launch events
  • be sent to press at the right moment 
  • sit on a dedicated product webpage after the launch, to get customers excited before buying

This also helps you ‘control the narrative’, so that your official product video shows up first in search results before any user-made demo or review videos.

Example Case Study:

7. Project or annual summary video

This type of video can be an excellent record of a standalone project if you have something that needs presenting or summarising to partners, investors or colleagues. It can even help support an awards entry and win you a prize.

Guaranteed to be more powerful, impactful and engaging than the world’s best PowerPoint presentation!

Example Case Study:

8. Video greetings

These videos are very effective at internal conferences and business events, normally when the speaker cannot physically be present, but still wants to deliver an impactful message. These also can be used as part of a presentation and can update a roomful of people on how a year or recent project or product has performed. 

They are also particularly effective for playing at company away days or team-building days, boosting morale within your workforce.

These messages can be delivered in sections to camera by the speaker (with cutaways hiding the joins) or by using an autocue, though the natural-looking results of using autocues very from person to person, so it’s important to ask what they would be most comfortable with first.

Example Case Study:

9. Internal training video 

This can be an effective way of automating a regular internal process, freeing up hundreds of manhours per year that are currently being spent repeating the same instructions or training to new recruits. 

A video is by far the quickest and simplest way of getting your message across – and is easy for employees to refer back to later.

These do not have to be particularly ‘polished’ if they are for internal use only, and they can usually be filmed fairly quickly compared to externally used videos.

10. Videos for automating processes

This can take several forms including the previous point (training videos) but it could also be a pre-meeting video that a potential client must watch first to save time, an explanation of the next steps in a company process, or even a personalised thank you after a customer has purchased a product or service. 

If your business has a complicated method of working, you could make a simple process video to explain the procedure. The messaging doesn’t have to be detailed, but it reassures a new customer to know what happens next.

For example, ‘Thanks for getting in touch with us. Step 1 is we will book you in for a consultation, Step 2 is we will form an action plan, Step 3 is we will implement it’. 

These videos are perfect for increasing automation and building feelings of a smooth operation and a collaborative and personalised business relationship.

11. (Bonus) Thought leadership video

Although this is usually used as a type of social media video (which we’ve already covered) as a bonus it’s worth giving these an individual mention as they have become so popular recently. 

A way to demonstrate your credibility as an expert in your field is to share some of your valuable knowledge with people who search for it. YouTube videos containing lists such as ’Top Ten Tips for…’ are a great example. 

  • What are some of the biggest trends in your business right now that you could inform people about? 
  • What advice could you give to those who work in a similar field? 
  • Have you recently given a talk or slideshow that might benefit your business community further if you adapted it into a video?

You can get your brand out there by showing you’re an authority on a specific topic, and by adding value first, people are far more likely to want to do business with you if they’ve already benefitted from you.

To illustrate this, we have turned this very list into our own thought leadership video: “Top 10 videos all businesses should be making” which you can watch here: 

If you’d like to chat about making any of these type of videos for your business, you can get in touch with us at