The different kinds of promo video, and which one your business actually needs

Promo video is not one simple thing. Lots of different things get called a promo video, and what a Melbourne business needs depends on what it is trying to do. These are the kinds we make, who each one suits and what you get, so you can work out which one is yours.

What is a brand film?

A brand film is the main one we start with. It is a proper "who we are" for your business. It goes into depth on everything about the company and, more importantly, what is behind it. People care a lot more about stories and the personalities behind a business than they do about a logo.

In a brand film we share as much as we can about the people inside the business, the culture, and everything that goes on behind closed doors: operations, how you work, the cool stuff. It is different for every business, because we want to show what is unique about yours.

It works really well in an industry that people find kind of cool but never get to learn much about. We have a pyrotechnics client who does fireworks. You do not normally get to go behind the scenes of that, so we talked with the owner and showed the business in a unique way. Again, it is about what is behind it, not just a logo.

Brand films start from $4,500 ex GST. There is a lot of back end work that we do alongside you so the film shows the business exactly the way you need.

What is a content day?

We try to film a month's worth of content in a single day. That is easier than it sounds, though it depends on the industry, and some businesses are easier than others.

For tradies we generally do a couple of ad based videos, so we give them scripts, and then we film the actual processes, showing the work and everything around it. We did a solar company recently and could get the before and afters after filming for only one day. Little things like that add value.

The content is usually a mix of photo and video. Video always engages better, but it costs more and takes more time and effort. So we get a lot of photos to supplement it, and photos make very easy posts that lift your volume. To some degree volume matters more than quality. We prefer a mix, but get out as much as you can: the more you post, the more consistent you are, and the better you do overall.

A content day starts from $2,800 ex GST.

What is monthly content?

Monthly content is a step up from a content day: the same thing on a retainer. Instead of a one-off, we come in every month on a set day and get a month's worth of filming done.

With a retainer we aim to start posts two weeks from when we filmed. That is a slower turnaround than most things we do, but it means the full social calendar is planned and we are always two weeks ahead. Nobody is pressured to get posts ready within a week, and there is always a steady flow of good, informative, engaging content.

The content retainer starts from $2,000 a month ex GST, tailored to the business.

What is a venue or cafe promo?

These are easy, because restaurants, cafes, bars and gyms are very interactive. There are lots of customers coming in, lots of interactions and plenty of little details to pick up on. In a gym everyone is doing something different, which adds variety.

We do not have to make content out of nothing. We film what is happening and turn it into a story, or several. The aim is to present your brand as something unique, and everyone has some USP. For a cafe that might be good customer service, how you do your coffee, a special process, a really homely feel or the speed of service. Whatever makes you unique and good.

Venues can see how we work on our hospitality page.

What is an event recap?

Event recaps are quite important. Businesses spend huge amounts setting up an event but do not get proper coverage, so the people who went think it was incredible and no one new ever hears about it. You want to show the effort you put in.

Number one is photos. People who went want photos of themselves to remember it or post, and for you it is very easy content for your socials. A general event recap then presents your brand well: it shows the effort you put into looking after clients and customers, people engaging with you, and that your business is popular. Some people also just want to remember the night.

Events are priced on the brief. See event videography in Melbourne for how we cover them.

What is a product or launch video?

A product or launch video is super important for getting the word out. Mix quality with quantity. When you are launching something it is easy to focus too much on quality and only get a couple of videos out, so keep the quantity up.

Have a number of videos where you focus on quality, and also raw content for quantity: selfie camera, talking to camera, being genuine, telling your founder story, talking about something popular right now or the features of your product or business.

For the actual launch video, show how great your thing is. Be bold and unique and capture attention. It is most likely going to be used in an ad, so we do not have to worry as much about organic hooks. They still matter on paid, and it comes down to your ideal customer and how they take in video, but we can let it breathe a bit.

It is the same thinking as a website. We like a preloader on our own site, a slow logo animation when you first land. For some clients, though, their customers go around a bunch of other businesses, so getting the website up as quick as possible matters more than presenting it as purely premium. And for the launch video we go back to the brand film idea: who is behind it, because people care more about the people than the business itself.

What is a testimonial or interview video?

These are nice and fun to film. They take a bit to set up, depending on how you want it, and we generally use two camera angles set up for the type of interview or testimonial.

For a general testimonial, the person talks directly to camera. They either stand right behind the lens so they are naturally looking at us, or we put a teleprompter in front of the camera so our face is on there and they are talking directly to us.

For an interview, they talk to someone who is not directly facing the camera. We sit to the side of the camera, with two angles, nice lighting and a good microphone. Both are good for getting people talking and showing the people behind the business. When you are in front of the camera, talk properly. Do not just sit there trying to get it done as quickly as you can.

What are social reels?

Social reels are cut downs of footage that already exists. They are easy and good for volume. We take something like a brand film or an event recap and make a socially optimised version that is condensed. It might have a hook, it might have a voice behind it, and it might have a different structure and pacing, whatever we feel works best for engagement and reach.

It is a good way to repurpose content we already have, so we do not have to film more. There is more on this in social media content for Melbourne businesses.

How do you pick the right promo video?

It comes down to what suits your needs. For most businesses a retainer suits best, because you are getting things consistently and ongoing instead of ad hoc. It is always sorted: the content is filmed, edited, posted and managed completely by us, so you do not have to do anything or organise anything.

A brand film has a lot of back end work that we do alongside you to show the business exactly the way you need. With a retainer, a lot of that work happens once at the start, and then we learn your business more and more as we film. For how the pricing fits together, see our guide to what video production costs in Melbourne.

What should you sort before a shoot?

• Have the business ready: presentable, with the venue or workplace clean and organised.
• Prep everyone. Anyone featuring or in the background should know we are coming, so no one looks at the camera who should not.
• Make sure the people talking on camera are prepared, have settled their nerves a bit and have had some practice.
• Share any specific ideas you want us to achieve before the shoot, so we can plan and get as much content as possible.

What do clients most often get wrong?

Not being specific. It helps when you are very clear on exactly what you want, ideally before the shoot, so we can build a run plan for the day and know what we want to shoot. We need your help with this. Then we can hit the mark first time instead of trying a number of times, which saves everyone time.

Not sure which kind you need? Tell us about your business and we will work it out from there.

Is a promo video just one thing?

No. Lots of different things get called a promo video: a brand film, a content day, monthly content, a venue promo, an event recap, a launch video, a testimonial or interview, and social reels cut from footage we already have.

Which kind of promo video suits most businesses?

For most businesses a retainer suits best, because you get content consistently and ongoing instead of ad hoc. We film, edit, post and manage it, so you do not have to organise anything.

How much does a promo video cost in Melbourne?

It depends on the kind. A brand film starts from $4,500, a content day from $2,800 and a content retainer from $2,000 a month, all ex GST. The other kinds are quoted on the brief. Events are priced on the brief.

How soon do posts start on a retainer?

We aim to start posts two weeks from when we filmed. It is a slower turnaround than most things we do, but it means the social calendar is always planned two weeks ahead.

Should a promo video be photos or video?

A mix. Video engages better but costs more and takes more time and effort. Photos make very easy posts and lift your volume, and to some degree volume matters more than quality.

What should I sort before a shoot?

Have the business presentable, make sure everyone featuring or in the background knows we are coming, have the people talking on camera prepared, and share any specific ideas before the day so we can plan a run plan and get as much content as possible.