You spend hours crafting the perfect caption, designing a carousel, or editing a quote graphic…
It goes live and the engagement is not so great.
Can I be honest with you for a minute?
If you’re a brand in 2025 and you’re not using video strategically, you’re leaving money, visibility, and even connection on the table.
Well to be picked up by your competitor of course.
It’s no longer about just showing up online, the game has changed to showing up in a way that moves people to stop, watch, trust, and take action.
And nothing does that better than video.
But here’s the deal: not all videos are created equal. Let’s put at this equation.
Random content = random results.
Strategic content = intentional growth.
What this means is, with random content you might in fact see some growth but it’s inconsistent and for the moment.
Meanwhile with strategic content, you hit your preferred clients, and they turn to customers.
Let’s delve right into this type of videos that you should be creating as a brand or business that wants to scale and connect with the right audience.
1. Brand Story Videos: Because Connection Beats Perfection
Beyond just the finished product and sleek designs and pictures, People don’t buy what you do. They buy why you do it. – Simon Sinek
Every business has a backstory and it’s more powerful than most founders realize. A brand story video isn’t just about history; it’s about humanity.
It answers some questions as:
• Why was this business started?
• What problem does it exist to solve?
• Who are the people behind it?
In a marketplace flooded with choices, people crave meaning. They want to know there’s a heart behind the hustle.
For Example:
“Ruthiee fitty snacks” a pastry brand posts a video showing the founder’s journey from battling weight to now developing healthy recipes with low calorie and now people like herself who love snacks can munch on and not feel guilty because of weight. It’s raw, it’s real and it’s unforgettable.
Why It Works ?:
• Triggers empathy and connection
• Activates what is called the limbic system, which is the emotional part of the brain and can trigger patronage. Not only that, but it also Builds relatability and trust thereby converting the viewer to a client.
A friendly tip to when you decide to create this sort of video is
Speak from your heart not much fine tuned scripting. Be sure to also include videos of when you were either battling or of your journey and be sure to add energy and passion to your speech.
It works!
This form of video helps build brand awareness, and is also great for solopreneurs
2. Product Demo or Service Explainer videos. Clarity Converts
Let’s face this fact, confused people don’t buy.
And not because they don’t like what they see but they don’t know or haven’t seen why they need it.
It’s more like the phrase “Don’t just tell me, show me”
A product demo or service explainer video shows your product or service in action. It walks viewers through things like:
• What it does
• How it works
• What makes it different from competitors.
For Example:
A healthcare brand creates a side-by-side video showing a customer using their heat rash product for 7 days and clear close-ups, timestamps, and results. No filters. No fluff.
This video can be placed side by side with another product (without revealing the manufacturer) and the outcome in 7 days
Why It Works ?:
• Offers evidence, reducing scepticism of if your product works or not.
The easier something is to understand, the more likely we are to trust and choose it
When creating this, feel free to use time lapses for physical services, keep it short bearing in mind that your audience don’t have all the time for you to prove yourself. Feel free to add simple captions or voice overs to explain.
This form of video helps build Service based brands and can help in product launching etc.
3. Customer Testimonial Videos, Social Proof Sells fast!
A popular saying goes ‘No one would say his Mother’s meal isn’t the best’ until a stranger tastes it .
This means you can brag about how great your offer or product and service is all day well until we hear from a User. Nothing is as powerful as someone else saying it for you.
Video testimonials bring authenticity and emotion to your reviews. They let potential buyers see and hear real people talk about their results, hesitations, and experiences.
For Example:
An upcoming Event Content creator compiles 30-second clips of three different brides sharing how they were initially hesitant to employ the service of this growing content company for their big day but have it a shot. They give a shout out to her team for a seamless job done, all in one emotionally charged, music-backed video.
Why It Works ?:
• This Taps into social proof. It helps bypass indecision because we trust when regular people say something of a business.
This also makes viewers imagine themselves benefitting from what the video say. Their hopes are raised and they trust more.
When creating this type of video, ask yourself some questions as:
What problem did I have or did my client have and how was I able to solve it. Also you can ask yourself what questions and fears your audience may have in mind and creatively debunk it with the video. Like the above
Was fear of a growing brand giving lit contents up to standard etc.
Be sure to use good lighting and reduce noise in the background.
This type of video is best for service providers such as creatives etc.
4. Educational / How-To Videos, Value Builds Loyalty
Before people pay you, they need to believe you’re capable of helping them.
How-to or educational videos positions your brand as a trusted guide and not just another business trying to sell.
But of course you’re trying to sell.
But then when you give away knowledge for free, you increase perceived value.
These videos can teach your audience how to solve a common problem. It can include hacks or tips for using your product. All this add spice to your page and platform and gives it an edge over your competitors.
For Example:
A real estate agent or brand posts a weekly series called “Rent Smart” with each episode giving tips about hidden fees, rental laws, or red flags to watch for in the Nigerian or Port Harcourt rental or real estate market.
Why It Works ?:
Well call it the reciprocity principle. What that means is that, you give value and you gain loyalty. Not only that, it also builds you as an authority people trust and reduces resistance from viewers because you're now seen as an expert.
For this type of video, focus on wins and true practical advices not over the head of hard practical. Also add engaging titles that can cause your audience to be anxious to watch till end. Not a click bait, but definitely something thumb stopping.
It’s best for brands trying to build trust or selling to first time buyers, thought leaders or educators etc.
5. Behind-the-Scenes (BTS) Videos, Transparency Wins Hearts
Bear in mind that if your product is online, some clients have met scammers online too so Consumers are more sceptical than ever. They want to know:
• Who’s really behind the brand?
• What’s the process?
• Are the values authentic?
This type of video content is your way of saying: “We have nothing to hide.”
It could be as simple as packing orders, setting up for a client project, or bloopers from content day. The idea is to make your brand human.
For Example:
A Textile brand shows their market runs to source fabrics, tailors at work, dyeing fabrics by hand. Viewers comment things like, “I had no idea so much went into this” or “Now I understand the price point.”
If your brand is also above the regular pricing, this clears the air and make clients know that they wear or have something of value.
Why It Works ?:
This taps into curiosity, it also humanizes the brand and beyond your finished products, it builds connection and boosts transparency
For this video make use of sounds, it could be trendy audios if you so wish, be sure to share both the messy side and magical sleek side.
Breathe, you can do this.
This sort of video is best for creatives too and for businesses into handmade items etc.
In conclusion,
Posting more doesn’t save the day anymore, but posting smarter serves a better chance.
There’s no one-size-fits-all video that “goes viral.”
But there is a set of intentional video types that can consistently Build trust, Educate and engage most importantly, drive conversions.
Dear business owner, you don’t need fancy gear or a film degree. You just need clarity, strategy, and authenticity.
Do you wish to turn viewers into loyal customers?
At Reason Consult, we help brands Craft video strategies based on what their audience actually needs, Creating intentional content (not just trends), and Building trust that leads to sales
Let’s make video work for your brand. This time, the right way.
Discussions
Login to Post Comments