An introductory video to explain the business
An introduction video can explain who you are, what you offer and whom you serve. It can be used on a website or in a sales presentation. The content should remain concrete: your actual activity, offering and useful information.
Avoid generic phrases that could describe any company. Show what helps your audience understand how you work, without inventing figures or testimonials.
An advertising video for a specific action
A promotional video highlights an offer and directs viewers towards an action: discover, enquire or buy. The main idea should be visible quickly. The format depends on the platform, viewing context and available attention.
A short message requires choices. It is better to explain one benefit clearly than to present every service in the same piece of content.
A demonstration to address a doubt
Showing a product in use or explaining a step can resolve a hesitation. A demonstration should show an accurate use case clearly enough to understand. Important details may require precise framing or on-screen text.
Illustrative example: an accessory is shown in use with an explanation of how it works. The video helps viewers understand the product without promising an outcome that has not been established.
| Format | Main need |
|---|---|
| Introduction | Understand the business |
| Advertising | Discover an offer and take action |
| Demonstration | Understand a use case |
| Testimonial | Hear a real experience |
A testimonial requires a real experience
A testimonial video gives a voice to someone who has genuinely had the experience being presented. Consent to publication and the accuracy of the statements are essential. A fabricated testimonial or an actor presented as a customer would be misleading.
If you do not have usable testimonials, choose an explanatory format or an authentic demonstration. A lack of evidence cannot be resolved by inventing it.
Adapt the brief to distribution
Specify the platforms, orientations and languages. Plan for viewing without sound through subtitles or visual information. Check the rights covering the people filmed, locations, music and images used.
Ask which versions will be delivered and what adaptations are possible. Framing designed for a horizontal screen cannot always be cropped correctly into a vertical format.
A marketing video format should serve the message: an advertising video encourages action, a demonstration helps explain and a presentation video introduces the company. Before deciding on resources, prepare the brief for your video content; the format examples are not a list of guaranteed services.
Conclusion: one video, one main message
Choose the format that removes the relevant obstacle in your audience’s journey. A clear brief specifies the objective, message, available materials and distribution conditions. The quality of the decision depends as much on preparation as on production.
Frequently asked questions
Is a short video always better?
No. The duration must allow the message to be understood in its viewing context.
Are subtitles needed?
They make content easier to understand without sound and improve accessibility. Their preparation should be included in the scope.
How do you choose a video format for social media?
Start with the message, viewing context and expected action. Plan the framing, viewing without sound and elements that must remain visible. Check the specifications of your chosen distribution channel.
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