Choosing The Right Format And Deliverables
Most businesses don’t need “a video”, they need the right format for the job. A launch, a website refresh, a recruitment push, a seasonal offer, they all need different deliverables. This page is here to help you choose what to make first, and what you’ll actually receive at the end.
If you already know you want a straightforward, done for you starter option, start here: video for small business.
If you’re looking for a straightforward, done for you starter option, start here: video for small business.
Not all business videos do the same job
Most businesses get stuck at the same point, they know they should be using promotional videos for business, but they’re not sure what kind, where it should live, or what “good” looks like without it turning into a massive project.
This is where a lot of money gets quietly wasted. Someone commissions “a promo video”, and it ends up trying to do six jobs at once, explain everything, feel emotional, show the product, prove credibility, cover the backstory, and somehow still be short. The result is often a video that looks fine, but doesn’t actually move the needle because it never makes one clear point.
A simpler way to think about it is this, different formats do different jobs. A homepage welcome video is there to settle nerves and create trust quickly. A service page video is there to remove confusion and answer objections. A social clip is there to stop the scroll and earn a second look. An advert is there to make one offer feel worth acting on. Same business, different moments, different deliverables.
So rather than starting with “we need video marketing”, start with two questions. What do you want the viewer to do next, and where will they be when they see the video? Once you know that, choosing the format gets a lot easier, and the brief writes itself.
Download the promotional videos for business business case pack
If you’re trying to get video signed off internally, or you just want something concrete to work from, you can request our short management report plus the accompanying infographic using the form on this page.
It’s designed to help you explain the case in plain terms, what video is typically used for, what tends to influence results, and the kind of practical decisions that make the biggest difference. It’s useful for owners, managers, and anyone who needs to get a decision made without turning it into a drawn out debate.
The infographic is also included for easy reference and presentation.
You can forward it, print it, or lift the key points into a deck for a meeting. No fluff, just something you can actually use.
Unlock Powerful Video For Business
Here’s what we’ll do for your business
Website welcome video, 60 to 90 seconds, trust and clarity
Social promo cut downs, 6 to 10 clips, 9:16 and 1:1
Customer story testimonial, interview plus b roll, 60 seconds plus a longer edit
Product or service demo, screen or hands on, clear steps
Recruitment short, role, culture, day in the life
Company profile overview, broader brand story, 90 seconds
Offer advert, hook, proof, CTA, multiple versions for testing
FAQs, 5 short clips answering real objections
Video and SEO, what actually helps, and what doesn’t
Promotional videos for business can support SEO, but not in the magical way people sometimes imply. The main benefit is behavioural, if the video helps the right visitor understand what you do faster, they stay longer, click deeper, and are less likely to bounce back to Google. Those are the kinds of signals that usually matter.
The catch is placement. A good video in the wrong place can make things worse, people get distracted, they don’t find the answer they came for, and they leave. So rather than thinking “we need video for SEO”, it’s more useful to think “where does video remove friction for the reader”.
Where video can make a genuine difference
- A short homepage video that says what you do, who it’s for, and what happens next
- A service page video that answers the obvious objections, price worry, trust, “will this work for me”
- A simple “how it works” video that reduces confusion and repeat questions
- FAQ clips that match real search queries and stop people bouncing to competitors
- Case study or testimonial videos that give proof, not just claims
If you want to use video in a way that supports search, keep it simple. One page, one job, one clear next step. The best performing videos usually feel like they’re helping the visitor, not performing at them.
The Role of Storytelling in Business Videos
Storytelling matters in promotional videos for business, but the useful version is structure, not cinema. For most small business videos, it’s much simpler than that. Storytelling is just the order you give people information in, so they don’t get confused, bored, or suspicious.
The useful version is a clear structure that matches the format. A website welcome video has one shape. A testimonial has another. A short promo clip needs a faster hook and a clearer next step. If you try to use the same structure for every video, it tends to feel off, even if the filming is good.
A few simple story shapes that work well
- Welcome or homepage video, who you help, the problem, your approach, what to do next
- Service explainer, what it is, who it’s for, how it works, common concerns, next step
- Testimonial, what was happening before, what changed, what it’s like now, who it’s for
- Product or service demo, show the thing, show the outcome, show the steps, show the proof
- Short promo or advert, hook, one promise, one proof point, one call to action
If you’re not sure which structure fits your situation, don’t start by writing a “script” in the traditional sense. Start by choosing the format and the job it needs to do, then the story shape becomes obvious. That’s usually where videos get easier, and where they start performing better without getting more complicated.
What it’s like working with KindFame
If you’ve never commissioned a video before, the hardest bit is often the unknowns, what you need to prepare, how long it takes, how much input you’ll have, and whether it turns into a bigger thing than you expected.
Our approach is deliberately straightforward. We help you choose the right format first, then we keep the planning tight, the filming calm, and the editing focused on the single job that video needs to do.
A simple process, with clear deliverables
You don’t need to arrive with a perfect script. We’ll ask a few practical questions, what the video is for, where it will live, what you want the viewer to do next, and what you already have (or don’t have) in terms of branding, locations, and examples you like. From there we’ll recommend a sensible format and a clean set of deliverables, so you know exactly what you’re getting and why. If it helps, we can share examples and references, so you can see how this looks in the real world before you commit.
Clients tend to notice three things when the process is working. First, it takes less time than they feared because the decisions are made upfront. Second, the filming feels less awkward because we’re not chasing a “performance”, we’re just capturing what’s needed. Third, the finished video is easier to use because it’s built around a placement, a homepage, a service page, an advert, rather than being a vague all purpose clip that doesn’t quite fit anywhere.
Choosing a format based on the result you want
It’s tempting to think the goal is “more engagement”, but engagement on its own can be a bit meaningless. A video can get views and still do nothing for the business. What matters is the result you actually want next, more enquiries, fewer time wasters, better conversion on a service page, more confidence from people who are already close to buying.
Once you name that outcome, the right format for your promotional videos for business becomes clearer. If people don’t understand what you do, a short service explainer tends to help. If they’re hesitating because they’re not sure they can trust you, testimonials or a simple behind the scenes piece can do more than another list of claims. If you want quick attention for an offer, then you’re in short promo and advert territory, with cut downs and clear calls to action.
A quick match, problem to video type
If you’re unsure where to start, here are a few common matches. Confusion usually calls for an explainer or demo. Doubt usually calls for proof, testimonials, case studies, or a human introduction. Indifference usually calls for a short hook led promo, something that earns attention fast. And if people are already interested but not taking action, the missing piece is often a clearer next step, not a longer video.
This is also why “one perfect video” is rarely the answer. A small set of simple videos, each with one job, usually performs better than one big video trying to do everything.
Want help choosing the right video format?
If you tell us what you’re trying to achieve and where the video will be used, we can recommend a simple format that fits. That usually means fewer moving parts, clearer deliverables, and a video you can actually put to work, rather than something that looks nice but doesn’t quite fit anywhere.
If you’re still unsure, that’s normal. Most people are. A quick conversation can save weeks of second guessing, and it stops you paying for a format you don’t really need.
The Statistics
Social media is now a normal part of how businesses get seen. In 2022, research suggested that 93% of marketers worldwide were using social media for business, which is another way of saying, your customers are used to discovering companies there, and they expect to be able to get a feel for you quickly.
The scale matters too. Billions of people use social platforms, and many spend a couple of hours a day browsing, watching, and saving things for later. That creates a genuine opportunity for a well placed video to do some heavy lifting, not by going viral, but by helping the right people understand what you do, and nudging them towards your website or enquiry form.
A couple of decades ago, if a small business wanted video exposure, it usually meant paying for a TV slot, or buying expensive ad space, and the production costs were often out of reach too. The barrier wasn’t just creativity, it was distribution.
Now distribution is cheap, sometimes free, but attention is the expensive part. People scroll fast and they decide quickly. That’s why the most useful approach is rarely “one big video”, it’s a small set of deliverables built for where they’ll actually be seen, a main version, shorter cut downs, captions, and a clear next step. When you plan it that way, the same shoot can give you content you can use properly across your website and social channels, without it feeling like constant reinvention. That’s why promotional videos for business work best as a small set of versions built for where they’ll actually be seen.
Promotional videos for business, the deliverables that make them easy to use
A finished video is only the start. The difference between “we made a video” and “the video is actually working” is usually whether you have the right versions and supporting assets to put it in the places that matter.
If what you actually need is short, ad style campaign content, hooks, cut downs, captions, and multiple versions for testing, the dedicated page is here, promotional video ads.
- One main edit designed for a specific placement (homepage, service page, or a campaign landing page)
- Short cut downs for social, designed for attention, not as mini versions of the main video
- Correct aspect ratios for the platforms you actually use (typically 16:9, 1:1, 9:16)
- Captions or subtitle files, because most people watch with the sound off at least some of the time
- A clear opening hook, so the viewer knows in seconds what they’re looking at
- A single, unmissable call to action that matches the goal of the video
- A small set of stills or thumbnail options, so the video looks clickable wherever it appears
- A simple posting and reuse plan, so you know what goes where, and you don’t end up winging it
If you keep the deliverables practical like this, you get more value from the same shoot. It also stops the common mistake of paying for something polished, then realising you don’t have the versions you need to actually use it day to day.
Any return you get from promotional videos for business is usually down to a handful of practical things, the clarity of the message, how well the format fits where it’s being used, and whether it’s posted and reused consistently rather than left sitting in a folder.
If you’re trying to shift something quickly, an offer, a launch, an event, you’ll want ad style edits and cut downs, our promotional video ads page covers that route.
Our job is to make sure the video itself does its part. That means strong picture and sound, clean editing, and a message that’s clear and concise, so it’s easy for a viewer to understand what you do and what to do next. If you want, we can also help you think through the versions you’ll need, so the same shoot works across your website and social channels without extra hassle.
If you have any questions please don’t hesitate to contact us.