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All businesses need video, but none need it more so than startups: video for startups is like shoes for runners – they support and boost your performance.

Video has evolved greatly over the past few decades. Until recently, when people thought of company videos, they thought of ads on TV and not much else. These days, with the help of the World Wide Web, company videos have taken on a new meaning.

Different types of videos are now used to achieve a diverse range of goals and reach specific target segments – with the majority of them executed online.

Producing quality videos is now cheaper than ever, making them accessible to cash-starved startups too.

3 ways to use video for startups and stay ahead of the game


Promotional videos


Promotional videos introduce brands and their products or services. They highlight the benefits of products/services and promote the brand.

Startups can greatly increase conversion through promotional videos, if they’re executed well.


A solid strategy is essential for any type of video. When thinking about your promo video, keep in mind the following:

  • It will need to reflect your brand personality
  • It has to be engaging. People’s attention spans are getting shorter – you need to grab people in the first 10 seconds! Make it compelling, emotional, funny or all of the above!
  • Make sure it communicates clearly what you do and why people should use your service or buy your product over others’.


Feature your promo video on your website’s home page, on your YouTube channel and on your social media channels


Check out this awesome promo video for Dollar Shave Club! It’s funny, you get a sense of the brand personality instantly (even just by reading the title of the video!) and it’s clear what they’re selling.

Social videos


Social videos are created specifically for social media channels. They are short, snappy, engaging and sharable.

An incredible 500 million people watch Facebook videos every day. Snapchat is quickly catching up, and with Instagram recently upping their video sharing offering to 60 seconds, they’re not far behind.

Given these stats it’s easy to see why social video for startups is so important.

They can greatly increase brand awareness, engage your community and drive traffic to your website.


There are a number of things you need to think about when it comes to social videos:

  • Video appears differently on each social platform, so make sure your video is optimized for the platforms you’re using.
  • Each platform has a unique audience, so pick them carefully.
  • Short is good. Shorter is even better!
  • Remember, emotions are key to sharing, so play on them to make people want to share!


Social media channels like Facebook, Twitter, Snapchat, Instagram and Vine – depending on your target audience. Always publish your video content on your YouTube channel as well, for greater reach.


The NBA uses existing footage and edits it for social channels. Check this video of an epic shot – almost 1million views and over 303K like on Instagram!

@stephencurry30 closes out #NBAAllStarTO with a deeeeep ????

A video posted by NBA (@nba) on

Instructional or How-to videos 


Instructional or ‘how-to’ videos demonstrate how your product or service works. They also serve as a way of solving common problems your clients face.

Instructional videos build credibility, trust and position your brand as an expert in your field.


There are a few things to consider when creating instructional videos:

  • Create a series of videos on a certain topic. If you can solve a multi-faceted problem, you should create a series of videos addressing it. This will give you more content and return viewers.
  • Think about the execution! If the problem or solution is a bit dull, try to make the video funny, if it’s appropriate. Add graphics and aesthetically pleasing visuals to keep people watching.
  • Consider the length of the video. You want to make sure you don’t miss anything, but you need to keep an eye on time as well.


YouTube is a great platform for instructional videos, especially if you have a series going. Add them to relevant services pages or create specific landing pages and/or publish them as part of your blog.


GoPro is a great example of a company using instructional videos to promote their product! Check out this series on getting the best out of your GroPro.



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