Updated November 30, 2025 // Originally Published February 14, 2023

To improve your brand’s credibility, engagement, conversion rates, product visibility, and search engine optimization (SEO), consider creating an educational video that explains your service or product effectively, and uses your expertise to provide valuable insight to your customers.

What is video content?

Video content is any visual, animation, or recording that you’re publishing with the hope of other people viewing it. Video content for your business has the added goal of conversion: you want your viewers to buy, subscribe, reach out, or make a booking, for example.

What kind of video content should I make?

Your video content is, to put it simply, whatever you want it to be. Based on your industry, your own expertise, and the needs of your customers, you should have a few ideas of what video content you’d like to make.

If you’re in the culinary industry, you might make recipe videos or wine pairing guides showing how our favourite Niagara wines pair with your products. For our clients with product-based businesses, we like to produce content that shows off different use cases and compares what they are selling to other options on the market.

How do I know if my video idea is good?

While you might feel like your ideas aren’t breaking new ground, remember that the primary purpose is just to communicate an idea. You should be confident in the idea, and then you can work to build interesting and engaging layers around that foundation.

When an idea is particularly interesting on its own, we call it “high-concept“. High-concept commercials are very common during the Superbowl: talking monkeys, silly songs, and plenty of entertainment value. Remember, too, that these high-concept ads are developed over months, or years, and by huge teams.

When we’re looking at video content for your business, don’t lose the plot trying to come up with a better concept. Focus on what you know best and, most importantly, get on with it!

Our 6 tips for creating better video content:

We suggest the following tips for crafting an engaging video to reach your customers and prospects:

1. Introduction: It is extra important to ensure viewers hear the purpose of the video in the first few seconds. Get their attention immediately by providing a hook, then introduce yourself and the subject you’ll be discussing.
2. Outline the objectives: Tell people exactly what they will take away from watching the video. If people feel from the beginning that they will benefit from your content, they will be more likely to stick around.
3. Content: Make the information easy to understand by incorporating visuals, audio, and text. The old saying is a picture is worth a thousand words, and there are hundreds of pictures in a video! Use examples and anecdotes to help your message to come across as interesting, relatable, and easy to understand. 
4. Conclusion: To wrap things up, briefly restate the key points so that the audience can draw their own conclusions. Even if a customer watched your whole video, they are more likely to retain the content if you summarize your message shortly before the end. These are the words that will still be in their minds after they have stopped watching.
5. Call to action: Encourage viewers to take action, whether it’s to sign up for a service, download a resource, or connect with you for further support. Offer additional resources for further learning if necessary.
6. End with a closing statement: Thank viewers for watching and invite them to get in touch with any questions.

Remember to keep the video engaging and relevant to the target audience. For example, if you are a therapist and looking to make content for potential clients, avoid using industry jargon that may not be relatable or understood by someone who is not also a therapist, as they are likely not your target audience. Always make sure the video is visually appealing and easy to follow. This will keep them engaged in the journey and coming back for more.  

For more information, and insights, or to start your next video project, reach out to us here at Giant Shoe to take the first steps!