How to Generate Video Ideas for Your Company:
Start with the End Goal in Mind
Creating video content for your business isn’t just about picking up a camera and hitting record. To create truly effective video marketing, you need to start with a clear purpose. What do you want the end result to be? Are you looking to increase brand awareness, generate leads, drive sales, or secure donors for a nonprofit?
By defining your goal first, you can develop video ideas that serve your business needs, engage your audience, and drive measurable results. Here’s how to generate video ideas that align with your company’s objectives.
1. Define Your Goal: What Do You Want This Video to Achieve?
Before brainstorming ideas, answer this question: What is the purpose of this video?
Here are some common goals and the types of videos that work best for each:
Brand Awareness → Brand story videos, behind-the-scenes content, company culture videos
Lead Generation → Educational content, product demos, explainer videos
Sales & Conversions → Testimonials, case studies, promotional videos
Donor Engagement (Nonprofits) → Impact stories, fundraising appeal videos, event recaps
Recruitment & Hiring → Employee spotlights, workplace culture videos
Example: If you’re a small business looking to increase brand awareness, a behind-the-scenes video of your company in action can build authenticity and familiarity. If you’re an e-commerce brand aiming for more sales, a product demo video is a better fit.
2. Know Your Audience: Who Will Be Watching?
Understanding your target audience helps shape your messaging, tone, and video format. Consider:
Who is your ideal customer? (Demographics, interests, pain points)
Where do they consume content? (Instagram, LinkedIn, YouTube, TikTok)
What type of video resonates with them? (Short-form vs. long-form, polished vs. raw content)
Example: A B2B company targeting professionals on LinkedIn might focus on educational explainer videos. A local coffee shop looking to attract younger customers might create short-form Reels and TikToks showcasing their drinks and ambiance.
3. Choose the Right Video Format for Your Goal
Once you define your goal and audience, you can choose the best video format to deliver your message effectively.
Brand Story Videos – Great for company introductions and building emotional connections.
Explainer Videos – Best for breaking down complex products or services into easy-to-understand content.
Customer Testimonials – Build trust by showing real success stories.
Product Demos – Show off your product’s features and benefits in action.
Behind-the-Scenes Videos – Humanize your brand by showing the people behind it.
Event Recap Videos – Perfect for showcasing fundraisers, conferences, or company gatherings.
Example: A tech startup launching a new app could create an explainer video to walk potential users through its features, while a nonprofit running a fundraising campaign might focus on an emotional storytelling video featuring the people they’ve helped.
4. Look at What’s Working (Competitor & Industry Trends)
Take inspiration from brands in your industry. See what types of videos perform well and adapt those ideas for your company.
Search YouTube, Instagram, and LinkedIn for popular video styles in your field.
Analyze what competitors are posting and how their audience engages with different video formats.
Use social media insights to see what types of content your followers respond to the most.
Example: A law firm might see that educational FAQ videos perform well, inspiring them to create their own “5 Things You Need to Know About [Topic]” video series.
5. Align Your Video with Your Marketing Strategy
Your video should fit seamlessly into your broader marketing plan. Ask:
Where will this video live? (Website, social media, paid ads, email marketing)
What action should viewers take after watching? (Sign up, shop now, donate, contact us)
How will you measure success? (Views, engagement, conversions, leads)
Example: A real estate company might create a Facebook ad campaign featuring a testimonial video from happy homebuyers, followed by a lead capture form for potential buyers to schedule a consultation.
Final Thoughts: Let’s Make Something Great
The best video ideas start with a clear goal, a defined audience, and the right format to deliver the message effectively. Whether you’re looking to grow brand awareness, increase sales, or inspire donors, starting with the end goal in mind ensures your video drives real results.
Need help turning your video ideas into reality? At Make Something Media, we specialize in creating high-impact video content tailored to your business goals. Let’s bring your vision to life. Contact us today!
