When it comes to creating video content for your brand, the most important question isn’t about technical specs—it’s about strategy. What message are you trying to communicate? Who is your audience? What is the purpose of the video? These key factors dictate everything else, from platform choice to production style.

1. Define Your Purpose

Every video should have a clear objective. Ask yourself:

• Is this video meant to educate, entertain, or sell?
• Are you building brand awareness, generating leads, or increasing conversions?
• Where in the customer journey does this video fit? (Awareness, consideration, or decision stage?)

Examples of purpose-driven formats:

• Brand Story Videos – Establish credibility and connect emotionally.
• Product Demos – Show how your product solves a problem.
• Testimonial Videos – Build trust with real customer experiences.
• Educational Content – Establish authority and provide value.

2. Understand Your Audience

Your audience dictates the type of content they prefer. Consider:

• Where do they consume content? (YouTube, Instagram, LinkedIn, TikTok, etc.)
• What format do they prefer? (Short clips, long-form content, vertical videos, etc.)
• What problems do they need solutions for?

For example:

• Younger audiences (Gen Z & Millennials) engage more with short-form, vertical videos on TikTok & Reels.
• Professionals & decision-makers prefer in-depth explainer videos or webinars on LinkedIn & YouTube.
• E-commerce shoppers are more likely to engage with product demo videos on Instagram, Facebook, and Amazon.

3. Choose the Right Platform First

Each platform has different strengths. Your content should match its intended use:

• YouTube & Website → Long-form, educational, storytelling, testimonials.
• Instagram & TikTok → Short-form, engaging, fun, trend-based.
• LinkedIn → Professional, thought leadership, case studies.
• Facebook → Mixed: product promos, testimonials, and live videos.
• Email & Landing Pages → Personalized, direct-response videos.

Example: A B2B company looking to build thought leadership should prioritize LinkedIn and YouTube with in-depth case study videos, not short TikToks.

4. Consider Your Budget & Timeframe

The complexity of your video depends on how much time and money you can invest:

• High-budget, high-impact → Cinematic brand films, polished TV-style ads, animations.
• Medium-budget → Professionally shot product demos, customer testimonials.
• Low-budget, fast turnaround → User-generated content, behind-the-scenes, talking-head videos.

5. Align Technical Choices with Your Strategy

Only after defining purpose, audience, platform, and budget should you think about technical specs:

• Aspect Ratio: Vertical (9:16) for mobile-first platforms, horizontal (16:9) for YouTube, square (1:1) for Instagram feeds.
• Length: 6–15 seconds for ads, 30–90 seconds for social engagement, 2–5 minutes for explainer videos.
• Production Quality: High-end for website & paid campaigns, authentic/raw for social media.

Final Thoughts

The best video format isn’t about file types or resolutions—it’s about creating content that serves your brand’s goals and meets your audience where they are. Start with your message, audience, and objectives, and let the format follow.

Need help choosing the right video strategy? Let’s talk!