If you're a business owner trying to figure out where to start with video content, you're not alone. With limited budget and time, it's easy to feel overwhelmed by all the possibilities. Should you make social media content? A commercial? Behind the scenes videos?
The truth is, before you dive into trending content or fancy production, there are three foundational videos every business needs. These are the videos that will do the heavy lifting for your brand, help you close sales, and give potential customers the confidence to choose you over your competitors.
Let's break down the first three videos you should invest in and why they matter.
1. The Brand Story Video
Your brand story video is your digital handshake. It answers the most important question your customers have: who are you and why should I care?
This isn't a sales pitch. It's your chance to connect with your audience on a human level. People don't just buy products or services, they buy from people they trust and relate to. Your brand story video introduces the faces behind your business, shares your mission, and shows what makes you different from everyone else in your industry.
What to Include:
Who you are, what problem you solve, why you started your business, what you stand for, and what customers can expect when they work with you. Keep it authentic. Share your journey, your passion, and your values. This video should make people feel something.
Where to Use It:
Your homepage, About page, email signatures, and social media. This is the video you want people to see first when they're trying to decide if they want to work with you.
Why It Works:
In a world where everyone's claiming to be the best, your story is the one thing your competitors can't copy. It builds trust, creates connection, and gives potential customers a reason to choose you beyond just price.
2. The Explainer or "What We Do" Video
Your second essential video is an explainer that clearly communicates what you offer and how it benefits your customers. Think of this as your elevator pitch on steroids.
Many businesses lose potential customers simply because people don't fully understand what they do or how it solves their problem. Your explainer video breaks down your services or products in a way that's easy to digest and impossible to misunderstand.
What to Include:
The problem your customers face, how your product or service solves it, the key benefits, and a clear next step. Keep it simple and focused. Avoid industry jargon and speak in terms your customer understands.
Where to Use It:
Your services page, landing pages, sales presentations, and email campaigns. This video should live anywhere someone is trying to understand what you offer and whether it's right for them.
Why It Works:
People are busy. They're not going to read through pages of text to figure out if you can help them. A well crafted explainer video communicates your value in 60 to 90 seconds. It answers questions, removes confusion, and moves people toward a decision faster than any amount of written content.
If you can clearly explain what you do and why it matters, you're already ahead of most of your competition.
3. The Customer Testimonial Video
The third video you need is social proof in action. A customer testimonial video features real clients talking about their experience working with you and the results they got.
This is hands down one of the most powerful marketing tools you can create. Why? Because people trust other customers more than they trust you. When a happy client vouches for your work, it carries more weight than anything you could say about yourself.
What to Include:
Ask your client to share what problem they had before working with you, why they chose you, what the experience was like, and what results they achieved. Keep it conversational and genuine. The best testimonials feel like a friend giving advice, not a scripted commercial.
Where to Use It:
Your homepage, case studies page, sales presentations, and email follow ups with prospects who are on the fence. Testimonial videos are closing tools. Use them strategically when people are making decisions.
Why It Works:
Testimonials remove doubt. When a potential customer sees someone like them who took a chance on your business and had a great experience, it makes their decision easier. It's validation that you deliver on your promises.
One great testimonial video can be the difference between a prospect choosing you or going with a competitor.
Start with These Three, Then Build
Here's the reality: you don't need 50 videos to see results. You need the right videos working for you in the right places.Your brand story builds connection. Your explainer removes confusion. Your testimonial provides proof. Together, these three videos create a foundation that supports every other piece of marketing you do.
Once you have these in place, you can expand into product demos, social media content, event coverage, and more. But without these core videos, you're building on shaky ground.
If you're ready to create video content that actually works for your business, start here. Invest in these three foundational pieces, and you'll have assets that continue to bring value for years to come.
ABOUT THE AUTHOR
Josh Soliven is a professional videographer based in Lakeland, Florida, specializing in brand videos, corporate events, and promotional content. After falling in love with videography in 2007, Josh spent over 17 years mastering the art of visual storytelling and cinematography before establishing ISO 24 Media in 2020.
ISO 24 Media serves clients across the United States who value quality storytelling and cinematic visuals. From event coverage and video marketing to professional lighting design and full service production, Josh combines technical expertise with creative vision to produce compelling content that connects with audiences.
Whether you're a small business, corporation, or entrepreneur looking for a skilled videographer, Josh travels nationwide to bring your vision to life. Specializing in commercial video production, brand storytelling, marketing videos, and business promotional content, ISO 24 Media is committed to helping you create video content that stands out.