The Secret to Video That Works? It’s Not What You Think
- Stephen Proctor
- Aug 27
- 4 min read
There are a million types of videos you could make—but most business owners only ever think of a couple.
Most people picture something slick, polished, and expensive. The kind of video a big brand drops to announce a new product line or open a flagship location.
Or they think of something fast and trendy—a TikTok dance, a funny skit, or a viral behind-the-scenes reel.
They try it. They post it… and get some likes. Maybe even a lot of attention.
But attention without direction doesn’t do much and too often, they have a video without a plan
Without a strategy, even the most viral video fades fast—because there’s nowhere for that attention to go. No system. No plan. No clear next step.
That’s where strategic video comes in. A great video isn’t just about how slick or shareable it looks. It’s about solving problems, answering questions, and building trust—before anyone even picks up the phone.
I put business videos into three broad categories:
Strategic Videos
Credibility-Building Videos
Awareness and Promotional Videos
And they each serve a different purpose.
1. Strategic Videos
These are the practical, problem-solving workhorses.
They’re not flashy. But they’re clear, reusable, and designed to make your life easier. You've probably seen these and found them helpful. These are videos that answer questions before they're asked, explain your pricing so your leads are qualified, describe processes or provide instructions for products or services, and give an overall impression about what it's like to work with you before anyone ever meets in real life.
These videos help you:
Save time on repetitive conversations by answering common questions
Pre-qualify leads before they reach out by giving them an idea about cost
Build confidence with potential clients before the first call by educating them on the process so they can ask better questions
Common examples:
FAQ Video – answers your most common questions
Pricing or “What to Expect” Video – sets expectations around process and investment (Note: You do NOT need to provide your entire price list, just give some ranges and what goes into your pricing)
Overview or Process Video – explains your services in plain language
“Who It’s For / Not For” Video – helps filter out bad-fit leads before you spend an hour talking with them
Where they shine:
Homepage
Services pages
Contact or booking flows
Email signatures or follow-ups
These videos work quietly in the background, saving you hours of time and keeping the wrong leads from filling up your inbox.
If you’re a small team or just starting to grow, this is where you get the biggest return.
Examples of Strategic Videos that work
2. Credibility Builders
These are your trust accelerators.
They show—not just tell—that what you do works. That real people have chosen you and gotten results. And that someone like me might be able to do the same.
These videos help you:
Build trust through real-world experience
Ease hesitations and build confidence
Differentiate yourself without a pitch
Common examples:
Testimonial Video – your happiest clients sharing their stories
Case Study or “Before & After” – shows your process and results
Meet the Team Video – helps people feel a connection before they ever meet you
Where they shine:
In sales pages or proposals
On testimonial or “Why Us” sections
In retargeting ads or follow-up emails
They’re not about hype, they’re about reassurance.
When someone sees a familiar face talking about a familiar problem—and how you helped?That turns interest into action.
Examples of Credibility-Building Videos that work
3. Awareness & Promo Videos
These are your big, bold moments.
They’re made to stop the scroll. To grab attention. To introduce a brand, a new service, a campaign, or a powerful story.
They usually look great—and they should. But that polish comes with a higher price tag, and more planning to back it up.
One of the biggest mistakes people make is starting here without a plan about what to do with the attention once they have it.
Unfortunately, even when it works—when the video gets shared, liked, reposted—there’s no clear next step. No follow-through. No conversions.
Promo and viral-style videos can absolutely be worth it, but only when they’re part of something bigger.
These videos help you:
Build awareness or buzz around a message, service, or cause
Get people curious or excited to learn more
Tell stories that make people feel something
Common examples:
Launch Videos – announce a new product, service, or offering
Brand Spotlights or Mini-Docs – showcase your mission, values, or origin story
Campaign Promos – tie into a specific push, sale, or event
Trend-Driven Reels or Shorts – tap into viral audio, memes, or cultural moments (with a strategy!)
Here are some examples of awareness and promo videos I've worked on!
Where they shine:
Social media feeds and ads
Launch announcements
Homepages (when supported by strategy)
Fundraisers or campaigns
Press kits or public-facing events
These videos are often cinematic and emotional.
They’re not everyday tools—you don’t need one every month, but if you’re making a splash?This is how you dive in.
Examples of Awareness and Promo videos that work
So, which one do you need?
That depends on what you’re trying to do. Launch something? Build trust? Save time? Show what makes you different?
If you’re not sure where to start, book a quick, pressure-free call here.
Let’s make videos that work—not just look good.
Not sure how this would actually play out in your business? I put together a free guide with 22 practical, creative ways to use video—from homepage trust-builders to time-saving onboarding tools. Whether you're starting from scratch or looking to get more out of the videos you already have, this'll give you real, actionable ideas to work with.
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