Category Archives: Big Tips

What Does a Production Assistant Do?

If you’re just starting out in the world of video production, one of the most common entry points is as a Production Assistant—often shortened to PA. It’s a job that exists across commercial content, television, and film, but the day-to-day responsibilities can vary depending on the type of production you’re working on.

In this article, we’re focusing mainly on what it’s like to be a PA at a commercial video agency like Small Films—with a bit of insight into how the role compares in the wider industry.

To bring it to life, we’ve spoken to one of our own team members, Mia, who started with us as a PA and progressed to a Production Coordinator Position. Watch her talk about her experience below.

🎥 Meet Mia: Life as a Production Assistant at Small Films

“You get to touch all facets of production and work with all of the different teams… There’s such an ongoing opportunity to learn every day.”
— Mia, Production Assistant turned Production Assistant at Small Films

What’s the role of a Production Assistant in a commercial agency?

At a video agency like Small Films, the PA is an essential member of the team—especially on shoot days. The role is varied and hands-on, and no two days are the same. You’re there to support the production team, keep things running smoothly, and generally be ready for anything.

Setting up kit – helping to load, unload and set up cameras, lights, and other gear
Keeping things on schedule – making sure talent, crew and locations are prepped and ready to go
Looking after crew and clients – grabbing coffees, managing lunch orders, and keeping everyone comfortable
Supporting the director or producer – helping with clapperboard duties, monitoring shot lists, and taking notes
Problem-solving on the fly – from finding extra extension cables to tracking down a last-minute prop

The key skill here is being adaptable. Shoots can be unpredictable, and a great PA is someone who’s calm under pressure and quick on their feet.

What makes a good PA?

There’s no formal qualification required to become a Production Assistant, but there are a few qualities that will help you thrive in the role:

A can-do attitude
Good communication skills
Willingness to muck in and do what’s needed
Strong attention to detail
Professionalism on set (even if you’re just getting started)

One of the best things about being a PA—particularly in a commercial video agency like Small Films—is the chance to try your hand at loads of different aspects of production. Beyond supporting shoots, you might get involved in:

Research and creative development
Helping with client pitches
Pre-production planning and paperwork
Booking travel, kit hire, and shoot logistics
Sourcing props and supporting set design
Sitting in on edits or helping out in post-production

It’s a brilliant way to get a feel for how everything fits together and figure out which areas you’re most drawn to—whether that’s producing, directing, creative strategy, or post.

How does the PA role differ in TV and film?

In the television and film industries, the PA role tends to be more hierarchical and specialised.

In TV production, especially on bigger shows, you’ll often find PAs divided into roles like runners, office PAs, or location assistants, each with set tasks like handling call sheets, managing transport, or keeping talent on schedule.

In film, particularly on larger productions, there are often entire teams of PAs: set PAs, lockup PAs, production office PAs, and more. You might have a narrower focus but work on longer shoots with larger crews.

In contrast, PAs in commercial video—especially in smaller, fast-moving agencies like ours—tend to wear more hats. You’ll often be exposed to every stage of the process and work closely with the creative and production teams, getting real insight into how content comes together.

Why become a PA?

If you’re keen to work in video, it’s one of the best ways to get your foot in the door. You’ll:

Learn how a professional production runs
Get hands-on with shoots
Work across creative, logistical, and post-production tasks
Meet people in the industry
Discover what kind of role suits you best

And if you’re lucky, you’ll work with a team like Small Films—where we back curiosity, initiative, and people who want to keep learning.

Want to learn more?

🎬 What does a Creative Producer do?
📈 How to Plan a Successful Video Marketing Campaign
💡 7 Signs You’re Working With a Great Video Production Company
📚 Video Production Services
🛠️ Our Portfolio

Final thoughts

Being a Production Assistant can be fast-paced, unpredictable, and sometimes physically demanding—but it’s also hugely rewarding. Whether you’re aiming for a career in commercial content, television, or film, it’s a great first step that gives you a real understanding of how video production works.

Want to work with us or find out more about what we do? Fill out the form on our contact page and start the conversation.

How to Use Video to Showcase Your University

Video is one of the most powerful tools in higher education marketing. It brings your university to life for prospective students, alumni, funders, and the public. Done right, it builds trust, tells stories that stick, and sets you apart in a crowded sector.

This guide explores how to use video content strategically — to show what your university stands for, who it’s for, and why it matters.

1. Bring Student Life to Life

Students aren’t just choosing a course — they’re choosing a place to belong. Video helps them picture themselves on campus, meet the community, and imagine the life they could lead there. The more authentic and varied the content, the more it resonates.

Tips:

Capture real moments — move-in day, freshers’ events, study sessions, downtime.
Let students speak in their own words — avoid over-scripting.
Keep it short and platform-friendly: 30–90 seconds for Instagram, 60 seconds for TikTok, 2–3 minutes for YouTube.
Use vertical formats for social stories and reels.

2. Showcase Research in a Way People Understand

Your university is doing important work — but to get attention, that work needs to be understood. Video helps translate complex research into stories that engage external audiences, from prospective students to policy-makers.

Tips:

Focus on impact: what the research does, not just what it is.
Use animation or graphics to visualise data and processes clearly.
Keep it simple and jargon-free — write for a curious 16-year-old.
Include the researchers on camera to humanise the work.

Here’s a film we created for Southampton’s Photonics department about the impact of their work on battling climate change.

3. Tell Stories Through the People Who Make Your University Unique

The best university videos focus on people. Staff, students and alumni bring your values to life. When people speak from the heart, it builds credibility and emotional connection — something brand messages alone can’t achieve.

Tips:

Use unscripted interviews and conversational tone.
Film across departments, years, and roles to reflect your diversity.
Mix talking heads with b-roll footage that shows what people do, not just what they say.
Prioritise natural lighting, authentic locations, and real interactions.

4. Support the Recruitment Journey with the Right Content at the Right Time

Video can ease uncertainty, answer questions, and nudge action — but only if it’s aligned to where students are in their decision-making journey. From early inspiration to final enrolment, each stage needs a different kind of content.

Tips:

Use brand films and student life content at the awareness stage.
Share department-level videos and course explainers for students comparing options.
Offer how-to videos for applications, finance, visas and accommodation at conversion.
Embed video in key pages: subject landing pages, admissions, and FAQs.

Check out this film we created for Regent’s University London that talks about their luxury hospitality management course!

5. Inspire Alumni and Donors with Purpose-Driven Content

For alumni and donors, it’s all about impact — what their support has helped achieve, and why it matters. Video helps make that emotional connection, turning abstract causes into personal stories.

Tips:

Film scholarship recipients talking about what funding has enabled.
Highlight how alumni gifts have changed facilities, research, or student support.
Create short ‘thank you’ videos for donor stewardship.
Repurpose content for events, emails, and social channels.

6. Get More Value from Every Shoot

You don’t need a big production every time. One shoot can generate multiple pieces of content if planned properly — helping you stretch your budget and keep your channels active.

Tips:

Capture both horizontal (YouTube/web) and vertical (social) footage.
Plan interviews with multiple uses in mind — short clips, reels, long-form edits.
Get extra b-roll while you’re on campus: people walking, chatting, studying.
Create a visual content library for future edits and seasonal reuse.

Final Thought: Lead with Story. Let Video Do the Work.

Video isn’t just a marketing add-on. It’s one of the clearest ways to express who you are, what you value, and how you’re changing lives. When you lead with real stories, real people and real purpose, video becomes more than content — it becomes proof. Give us a shout if you want to create video content for your University!

The Power of Video Testimonials

Published: July 4, 2025

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Video testimonials are one of the most effective and trusted forms of content you can create for your business. In this short video, George Hughes explains why they should be the first thing you commission when starting a video marketing strategy — and how they can build trust, shorten sales cycles, and drive conversions.

Why Start with Video Testimonials?

They’re social proof — straight from real customers
They build trust faster than written reviews
They help sales teams close deals more efficiently
They’re versatile — for websites, email campaigns, and paid media

Want more ideas? Read 11 Inside Tips for Effective Customer Testimonial Videos.

Transcript

George Hughes: My name is George Hughes and I’m the founder and creative director of Small Films. If you’re thinking about creating some video content for your business, the first thing I would advise you do before you do anything else is get video testimonials with your existing customers. It’s like absolute rocket fuel for your business.

Richard Martin, Collaborate: What was different about NetStar is they listened to our requirements that we’d identified and have come up with some fantastic solutions. They offer us a huge amount of security. This allows us to focus on our clients and deliver the best service to them.

George Hughes: By putting your existing customers on camera you’re effectively leveraging the best asset you’ve got at your disposal. Your customers are now selling for you and they’re social proof that your product or service actually works. I really can’t recommend video testimonials enough.

You can use it in your email marketing, your sales guys can use it to close more deals and shorten their sales cycle, you put it up on your website for inbound traffic, you can even use it as part of your digital advertising so you can put it on Facebook, LinkedIn, even on Instagram.

If you start using video testimonials effectively, it’s honestly going to supercharge the growth of your company.

The process couldn’t be more simple. All you have to do is let us know who you want us to film and we’ll take it from there. We’re going to reach out to them, we’re going to make all the arrangements, we’re gonna film, edit, and then provide you with a finished video file that you can just use straight away. They’re a turnkey solution that you can use straight out of the box.

If marketing and sales is a focus for your business right now then you need to add video testimonials to your armoury. They’re going to do absolutely wonderful things for your business. If you are interested, then get in touch.

Want Us to Create Video Testimonials for Your Brand?

We’ve helped B2B businesses across tech, logistics, education and food & drink bring their customer success stories to life on camera.

Ready to supercharge your sales with video? Fill out the form on our contact

The Smart B2B Marketer’s Guide to Video-Led Lead Generation

In a world of crowded inboxes and endless sales decks, video stands out. Not because it’s flashy or novel—but because it works.

For B2B marketers, video is no longer just a top-of-funnel brand tool. It’s a powerful asset for generating high-quality leads, nurturing them through long buying cycles, and accelerating decision-making. The smartest brands are already using it to drive better results across their pipeline.

To explore a broader view, check out Everything You Need to Know About Video Marketing.

1. Build your video strategy around the buyer journey

To get results from video, you need more than a decent script and good camera work. You need strategic intent. That starts with understanding where your audience is in their buying journey and what kind of content will move them forward.

For best practice around this, see our guide on 15 Things to Consider When Creating Video Content.

Top of funnel (TOFU): Raise awareness, spark curiosity, offer value
Middle of funnel (MOFU): Build trust, demonstrate expertise, show outcomes
Bottom of funnel (BOFU): Remove doubt, reduce risk, prompt conversion

Mid-funnel videos tend to provide the biggest return when generating B2B leads.

2. Create content that gives more than it asks

Your audience is busy, skeptical, and juggling competing priorities. The only way you’ll earn their attention—and contact details—is by giving them something useful.

That means video content that helps them do their job better, understand something faster, or make a stronger case internally.

For more ideas, see 10 Types of Video Your Business Needs.

Explainer videos: Break down a product, process, or platform in under two minutes
Case study videos: Highlight measurable results from real clients
Product walkthroughs: Focus on benefits, not just features
Thought leadership content: Share trends, insights, or bold points of view
Webinar highlights: Short, actionable takeaways with a prompt to watch the full version

3. Use gated video content to qualify and capture leads

Not all videos need to be publicly available. If your content offers high-value insight—like a detailed product demo, technical deep dive, or ROI-focused presentation—it’s worth gating.

Create a short teaser and drive traffic to a focused landing page with a concise form. Ask only for essential details: name, email, company, role, maybe industry.

Then deliver the video immediately and follow up swiftly to keep momentum.

4. Boost conversion on landing pages with embedded video

Landing pages are vital in B2B lead generation. Video adds clarity, builds trust, and humanises your brand—all faster.

Place a short, relevant video near the top that:

Summarises the offer confidently
Introduces the people behind the brand
Shows proof—stats or client quotes
Ends with a strong call to action

One message, one action, one video.

5. Combine video with smart targeting for better campaigns

Your audience isn’t scrolling aimlessly—they’re scanning fast. Short-form video with precise targeting breaks through.

Use it on:

LinkedIn lead gen campaigns
YouTube pre-roll ads targeted to relevant industries
Retargeting campaigns for engaged visitors
Email drip campaigns with personalised clips

Hook viewers in the first few seconds, add captions for silent viewing, and prompt them to click, book, or download.

6. Use video to nurture leads and close deals

Video doesn’t just get leads—it moves them through your pipeline.

In long B2B sales cycles, trust matters, relevance matters, human connection matters. Video delivers all three.

Try these video touch points:

A welcome message after sign-up
A personalised intro before a call or demo
Customer success stories while a proposal is under review
A “what to expect” explainer to reduce drop-off

These human touches boost engagement and build rapport.

7. Measure what matters

B2B video marketing isn’t about likes or views—it’s about conversion.

Focus on:

View-through rate: Are they watching to the end?
Click-through rate: Do they take the next step?
Conversion rate: Are they filling in the form?
Lead quality: Are they your target companies and roles?

Continuously refine your thumbnails, CTAs, sequencing, and content. Over time, you’ll reduce cost per lead and boost performance.

Final thoughts: video that works as hard as you do

In B2B, prospects don’t convert on charm alone. They convert when they understand how you help—and trust you.

Video gives you clarity, confidence, and credibility. When used well, it becomes the backbone of your lead generation engine—always on, always effective.

Want to generate better B2B leads with video?

We’ve helped B2B brands in tech, logistics, education, and more turn video into a reliable lead engine.

Fill out the form on our contact page and start the conversation.

The 25 Worst Things You Can Do When Commissioning a Corporate Video

We’ve all seen them, those corporate videos that feel stiff, unfocused, overproduced or just… off. They might look polished, but they miss the mark. Bad planning, unclear goals, and poor communication are usually to blame. Whether you’re commissioning your first corporate video or your fiftieth, these are the pitfalls to avoid if you want your video to actually do its job.

Here are 25 of the worst mistakes businesses make when creating a corporate video — and how to avoid them.

1. Not knowing why you’re making the video
A corporate video without a purpose is just noise. Always start with a clear objective. If you can’t answer “What’s this video for?”, stop. (You might find this helpful: Why Video Without Strategy is a Waste of Budget)

2. Trying to say too much
One corporate video can’t do everything. Trying to cram in your full history, product range, team structure and vision will overwhelm your viewer. Keep it focused. (See how Charlie Bigham’s kept it simple and human)

3. Forgetting your audience
You’re not making this for you. You’re making it for them. If you don’t understand your audience, you’ll never connect with them.

4. Writing your own script (badly)
Yes, you know your business better than anyone, but that doesn’t mean you should write the script. A professional will help shape your message for video — not print. (Here’s how we do it)

5. Prioritising style over substance
Great visuals are pointless without a strong story. A flashy edit won’t save a video that doesn’t say anything. (See what makes great brand storytelling work)

6. Going in without a brief
No brief? Expect chaos. A decent video brief keeps everyone aligned — on message, tone, deliverables and outcomes. (Get our guide to writing a great video brief)

7. Not involving the right stakeholders early enough
If you wait until the final edit to involve the decision-makers, prepare for costly changes. Get sign-off at every key stage.

8. Letting everyone have input
Design by committee rarely ends well. Too many opinions dilute the message. Keep the core team small.

9. Using jargon and internal language
What makes sense to you might not to a customer. Avoid acronyms, buzzwords and insider terms unless they’re explained.

10. Writing it like a brochure
Video isn’t a printed sales deck. It needs rhythm, energy and flow. If your script reads like a product PDF, start over.

11. Overloading the video with information
Don’t try to explain everything in one go. A clear message, well told, is far more effective than a cluttered one.

12. Assuming longer = better
Longer videos don’t equal better results. Most audiences switch off after 60 to 90 seconds. Respect their time. (Read: What’s the ideal length for a video?)

13. Leaving it all to the last minute
Good video takes time. Rushing through pre-production leads to missed opportunities and costly fixes later.

14. Not preparing your interviewees
“We’ll just wing it on the day” is a recipe for awkward soundbites. Prep your speakers with key points and set expectations. (Tips: How to prep for a shoot)

15. Filming in the wrong environment
Noisy offices. Dark meeting rooms. Messy desks. The setting matters. Location should reflect your brand, not distract from it.

16. Choosing style over authenticity
It’s tempting to hire actors or script every line. But sometimes showing your real team doing real work is what resonates most. (See how we captured authenticity with Gressingham Duck)

17. Micromanaging the shoot
You hired professionals. Trust them to do their job. Hovering over every shot won’t improve the result.

18. Ignoring sound and lighting
Bad lighting makes you look amateur. Poor sound makes your video unwatchable. Prioritise both. (Read: Why audio is more important than visuals)

19. Forgetting to plan for different formats
Are you shooting for TV? YouTube? Instagram? Each platform needs different specs. Plan ahead or risk wasting content.

20. Not thinking about where it fits in your marketing
A standalone video with no strategy won’t move the needle. Think about how it feeds into your wider funnel. (Here’s how video fits into a full-funnel approach)

21. Skipping the call-to-action
You’ve held their attention — now what? Every corporate video should have a clear next step, even if it’s just “visit our site”.

22. Ignoring the edit
The shoot isn’t the end. Editing shapes everything. Don’t treat it as an afterthought or expect miracles from poor footage.

23. Failing to provide feedback properly
Vague feedback like “Can you make it pop?” isn’t helpful. Be specific, timely and constructive.

24. Not planning how to promote the video
Even the best video won’t perform if no one sees it. Build a plan to share it: email, social, paid media, your homepage. (Promotion tips here)

25. Not measuring its success
If you don’t know what success looks like, you won’t know if the video worked. Set benchmarks. Track engagement. Learn and improve. (Here’s how we measure success)

Commissioning a corporate video isn’t just about getting something made. It’s about creating content that serves a purpose and delivers results. Avoiding these 25 mistakes will save you time, money and a whole lot of frustration — and help you produce videos that actually work.

👉 Want to do it right? Here’s how we help brands get corporate video right.
👉 Looking for inspiration? See our video work.
👉 Or dive deeper into the strategy behind it all in the bestselling book, Resonance: Unleash your brand’s potential with video.

Fill out the form on our contact page and start the conversation!

Introduction

Choosing the right video production company is about more than technical skill — it’s about finding a team that truly understands your sector. A specialist video agency doesn’t just film beautifully — it speaks your language, understands your challenges, and knows how to connect with your audience. Whether you need a story-driven charity film, a product video that sells, or a recruitment piece that lands, working with a sector-specific video production company delivers better creative, more strategic messaging, and stronger results.

Here’s why partnering with a specialist makes a big difference:

Faster onboarding: No need to explain your sector or audience; they already get it.
Strategic insight: From regulations to buyer behaviour, specialists understand the nuances.
Tailored storytelling: Every film is shaped by experience in what works for your industry.
Increased trust and authority: Sector-aligned videos look and feel more authentic.
Better ROI: Less wasted time, sharper ideas, and content that lands with the right people.

This guide highlights the best UK-based video production companies who openly declare their sector specialism!

The Best Video Production Company for Education: Small Films

Experts in education-focused content — from admissions films and open day walk-throughs to trust-wide recruitment and campaign storytelling. Deep sector knowledge means we speak to students, parents, and educators with clarity and impact.

The Best Video Production Company for Automotive: Panoptic Motion

With a sleek, performance-driven aesthetic, Panoptic Motion delivers high-octane films for luxury brands, motor retailers, and performance vehicle manufacturers. Their visuals capture speed, style, and sophistication.

The Best Video Production Company for Fashion: Frame Perfect

Frame Perfect specialises in dynamic fashion films that bring editorial campaigns, catwalks, and behind-the-scenes content to life. Their aesthetic is bold, stylish, and fast-moving.

The Best Video Production Company for Aviation: Fortemus Films

Fortemus Films creates high-end, cinematic films for aviation and aerospace clients — from promotional airside shoots to in-cabin experience stories. Their work is polished, premium, and detail-driven.

The Best Video Production Company for Food & Drink: Small Films

We create appetite-appeal, story-rich films for food and drink brands — helping them stand out in saturated markets. From social-first content to branded campaigns, we blend creativity and strategy to drive engagement and sales.

The Best Video Production Company for E-commerce: Beast Agency

Beast Agency blends speed, data and creativity to build high-converting content for online retailers. Their D2C product storytelling is bold, quick-cut, and optimised for platforms like Meta, TikTok and YouTube.

The Best Video Production Company for Healthcare: Reels In Motion

Reels In Motion produces sensitive, compliant, and clear films for the healthcare sector — from patient comms to NHS recruitment and explainer content. Their strength lies in trust, care, and clarity.

The Best Video Production Company for Tech: Across the Pond

Across the Pond is trusted by the world’s biggest tech brands to tell complex stories in simple, human-first ways. They specialise in explainer films, launches, and product demos for global impact.

The Best Video Production Company for Travel & Hospitality: Factor Fifty

Factor Fifty creates atmospheric, location-led video content for travel brands, resorts, and destinations. Their work is cinematic, immersive, and designed to inspire bookings and wanderlust.

The Best Video Production Company for Property / Real Estate: RealEstateVideography

RealEstateVideography offers premium walkthroughs, drone tours and development showcases. They help estate agents and property developers sell, let, and promote faster with standout visuals.

The Best Video Production Company for Manufacturing / Industrial: Industreel

Industreel produces factory-floor films, process explainers, and product demonstrations with precision and pace. Their work brings industrial operations to life with clarity and craft.

The Best Video Production Company for Events & Live: GLO

GLO covers everything from highlight reels to live streaming and conference coverage. They specialise in capturing the energy and essence of events in fast-turnaround, high-quality formats.

The Best Video Production Company for Internal Communications: Ally & Mo

Site Ally & Mo work with HR and comms teams to build cultural alignment, boost morale, and drive internal engagement. Their storytelling puts real employees front and centre.

The Best Video Production Company for Charity / Non‑Profit: 2S Films

2S Films partners with charities and non-profits to tell real stories that move people to care and act. Their work is emotionally grounded and purpose-led, with a strong documentary style.

Why These Companies?

If you’re in education or food & drink, you’re in the right place already — Small Films specialises in both, with sector-specific teams and proven results.

Sector-Specific Credibility: Each company is publicly committed to its niche — right on the homepage.
Video-Focused Expertise: These are pure video production companies, not generalist creative agencies.
Distinct but Dependable: They strike a balance between being recognisable and refreshingly original.
UK-Based with Real Reach: All serve national clients, many with international campaigns.

Final Thoughts

Choosing a video production partner with a deep understanding of your sector isn’t just a nice-to-have — it’s a competitive advantage. Whether you’re looking to connect emotionally, sell with clarity, or build trust with stakeholders, the agencies in this list bring both creative flair and industry insight.

A sector specialist will get to the heart of your message faster, ask smarter questions, and deliver content that performs. So when you’re planning your next video campaign, don’t just look for a great showreel — look for a team that truly knows your world.

And if you’re in education or food and drink? You already know where to find us.

When you’re a supermarket in a crowded marketplace, it can be hard to stand out. Especially when you’re a luxury brand in a financially unstable market. But Waitrose does an awesome job in using video to really engage with their audience, positioning their supermarket as a go-to despite the financial climate. In this article from the Small Films team, we look at how Waitrose has continued to deliver an excellent video marketing strategy. From their video podcast, Dish, through to SEO recipe videos.

YouTube Video Content

Often YouTube can be a place where content goes to die, but not in Waitrose’s case. This is a hub of excellent content where users can watch the Dish podcast or learn how to make everything from fish finger sandwiches through to Christmas cake. They’ve also created YouTube Shorts (which will be big with the rollout of Google’s SGE), where they go behind the scenes, interviewing farmers and creating quick recipe content.

Why is Waitrose’s YouTube awesome?

They showcase their video podcast, Dish
They include SEO video recipes
They have easy to navigate playlists, i.e. ‘cooking with kids’, ‘pies’ or ‘cakes’
They’ve created clear thumbnails to support more clicks
They’ve taken advantage of YouTube shorts for bitesize content
They’ve created brand-building content, such as interviews with farmers
They’ve included cookery School content, helping to drive sign-ups

Dish Video Podcast

If you haven’t been listening to Waitrose’s podcast with Angela Hartnett and Nick Grimshaw, then make sure you add it to your Spotify downloads. Having delivered four seasons, this podcast takes listeners through a tasty half-hour of food chat and interviews. But the cleverest part is how every menu uses Waitrose produce being cooked by a Michelin-starred chef. This isn’t just an audible podcast, it’s also filmed, which helps to really bring the ingredients and final dishes to life.

Influencer Video Marketing

Waitrose has gone pretty big on influencer marketing, most recently using I’m a Celebrity Get Me Out of Here champion Sam Thomson in their Valentine’s campaign. Their use of influencers also covers a wide range of dietaries as well, working alongside influencers such as Deliciously Ella to promote plant-based recipes.

Social Media Video Content

Waitrose goes big on video on their social media channels, and they love to keep it authentic too. From show arounds of the stores with team members highlighting the best products on the shelves at the moment, or sharing snapshots of their Dish podcast through to quick recipe content.

Tips for a great social media account like Waitrose

Keep it authentic with behind-the-scenes content
Highlight new products to share with followers
Create viral-worthy delicious-looking recipes
Direct users to other channels, such as a podcast
Highlight menus/products for different dietaries such as gluten-free
Use influencer video content to support reach

Online Cookery School Video Content

Understanding that by making many of their cookery classes virtual, they can broaden their reach, Waitrose has created a series of classes tapping into chef and baker Alex Szrok and The Great British Bake Off’s Ruby Bhogal. Viewers can either watch it live or watch in their own time as on-demand content. Plus, they can easily shop the recipes too.

Even if you’re not a supermarket brand, there are a wealth of ways you can get inspiration from how Waitrose uses video content in their digital marketing campaigns. From brand storytelling to educational content, they’ve really mastered how to engage their audience and drive more sales.

In the ever-evolving landscape of health and wellness products, Symprove has emerged as a shining star, not just for its groundbreaking probiotic formula but also for its exceptional marketing success. This UK company, founded in 2002, has managed to carve a niche for itself in a competitive market and build a loyal tribe of fans of consumers worldwide. In this blog post, the Small Films team delve into the reasons behind Symprove’s fantastic marketing success, exploring in particular how they’ve used video content to help achieve their growth.

Showcasing their Scientific Credibility

Symprove’s marketing success begins with the foundation of scientific credibility. Unlike many health products that rely heavily on anecdotal evidence, Symprove has invested significantly in scientific research. And they clearly communicate this across their website. From videos with scientists on why gut health matters through to interviewing neuroscientists on how to rejuvenate the body and mind – they’ve placed a significant emphasis on science-backed content.

Educational Content

Symprove doesn’t just sell a product; it sells knowledge and understanding. The company invests in creating educational content that explains the science behind its probiotic formulation and the benefits it offers. From blog posts and articles to webinars and infographics, Symprove ensures that consumers are well-informed about gut health and the role of its product. By positioning itself as an authority in the field, Symprove engages its audience and establishes a deeper connection beyond a transactional relationship.

User Testimonials and Success Stories

The power of storytelling is not lost on Symprove’s marketing team. Real-life testimonials and success stories from users who have experienced positive results after using Symprove are prominently featured in their marketing – especially on their social media channels. This not only serves as social proof but also resonates with potential customers on a personal level. Knowing that others have benefited from the product creates a sense of trust and confidence, influencing purchasing decisions.

Strategic Partnerships (especially influencers)

Symprove has strategically formed partnerships with health and wellness influencers, nutritionists, and medical professionals. These collaborations not only enhance the credibility of the brand but also expand its reach to a broader audience. By associating with experts in the field, Symprove positions itself as a go-to solution for gut health, leveraging the influence and trust that these professionals have built with their followers.

Engaging Social Media Presence

In the digital age, a robust social media presence is crucial for any successful marketing strategy. Symprove excels in this aspect by maintaining active and engaging profiles across various platforms. From sharing informative content to responding promptly to customer queries, the brand uses social media not just as a promotional tool but as a means to connect with its audience on a personal level. Regular recipes, behind-the-scenes, and user-generated content further contribute to the vibrant online community surrounding Symprove.

Customer-Centric Approach

Symprove places a strong emphasis on its customers, and this customer-centric approach is reflected in its marketing strategy. The company actively seeks and values customer feedback, using it to improve its products and services continuously. By prioritising the customer experience, Symprove fosters loyalty and positive word-of-mouth marketing, turning satisfied customers into brand advocates.

Symprove’s marketing success is a result of a carefully crafted strategy that combines scientific integrity, educational initiatives, strategic partnerships, and a strong online presence. Symprove has not only conquered the competitive health and wellness market but has also established itself as a trusted leader in the realm of gut health. As the company continues to innovate and adapt to evolving consumer needs, its marketing success is likely to endure, making Symprove a noteworthy case study for businesses in the health and wellness sector.

Small Films are specialists in video content for FMCG brands. We’ve created unforgettable films for the likes of Mallow & Marsh, Lucky Saint and Charlie Bighams and more. If you’d like to discuss your next video marketing project, then do get in touch with one of the team. We’d love to help.

In the ever-evolving landscape of digital marketing, video has emerged as a powerful storytelling tool that brands use to captivate audiences, convey their message, and drive user engagement. Here, we explore several case studies of successful brand campaigns that leveraged the unique strengths of video production to achieve remarkable marketing success.

1. Dove: “Real Beauty Sketches”

Campaign Overview: Dove’s “Real Beauty Sketches” campaign featured a forensic artist who drew women as they described themselves and as strangers described them. The stark contrast between these two sets of sketches highlighted the differences in self-perception versus how others see us.

Results: The video went viral, garnering over 114 million views within the first month. It sparked widespread discussions about beauty standards and self-image, significantly boosting Dove’s brand image as a champion of organic beauty that uplifts women.

Key Takeaway: Emotional resonance can profoundly impact viewer engagement and brand perception. Dove’s campaign succeeded by touching on universal insecurities and aspirations.

2. Old Spice: “The Man Your Man Could Smell Like

Campaign Overview: This campaign featured a swift, humorous monologue by a charismatic actor, Isaiah Mustafa, who transitions through various fantastical scenarios, emphasising the appeal of Old Spice products.

Results: The video quickly became a cultural phenomenon, receiving millions of views and transforming Old Spice’s brand image from dated to cutting-edge. It boosted sales significantly and set a new standard for creativity in advertising.

Key Takeaway: Humor, when used correctly, can make a brand relatable and memorable. Old Spice’s approach also highlighted the importance of a strong central character.

3. Always: “#LikeAGirl”

Campaign Overview: The #LikeAGirl video challenged viewers to rethink the commonly used phrase “like a girl,” turning it from an insult into an empowering statement.

Results: The campaign struck a chord globally, sparking a conversation about gender stereotypes and empowering a movement. The video amassed millions of views and shares, dramatically improving Always’ brand relevance and appeal to a younger demographic.

Key Takeaway: Social campaigns that challenge societal norms or stereotypes can generate significant engagement and support, especially from younger audiences.

4. Blendtec: “Will It Blend?”

Campaign Overview: In this series of videos, Blendtec demonstrated their blender’s power and durability by blending various unexpected objects, from smartphones to glow sticks.

Results: These quirky and shocking videos significantly increased Blendtec’s sales and brand awareness. They proved that even products as mundane as blenders could become viral sensations.

Key Takeaway: Originality and a unique selling proposition (USP) can differentiate your brand. Blendtec’s campaign was successful because it was unexpected and consistently entertaining.

5. GoPro: “Fireman Saves Kitten”

Campaign Overview: Shot with a GoPro camera attached to his helmet, a firefighter’s rescue of a kitten showcased the product’s quality and the human side of the brand.

Results: This heartwarming video showcased the GoPro in action, generating millions of views and shares, and highlighted the camera’s utility in capturing life’s heroic moments.

Key Takeaway: Showcasing your product in action, especially in scenarios that tug on your audience’s heartstrings, can greatly enhance your brand’s visibility and emotional connection with the audience.

How to Create a Successful Brand Campaign

Creating a successful brand campaign using video production involves careful planning, creative execution, and targeted promotion. Here are the key steps a brand can take to ensure their video campaign reaches and resonates with the intended audience, ultimately driving engagement and achieving campaign goals:

1. Define Your Objectives

Start by clearly defining what you want to achieve with your campaign. Objectives can range from increasing brand awareness, launching a new product, improving brand image, to driving sales. Clear objectives will guide all subsequent decisions in the campaign process.

2. Understand Your Audience

Know who you are targeting. What are their interests, behaviours, and preferences? Understanding your audience is crucial in crafting a message that resonates and determines the platforms where the campaign will be most effective.

3. Develop a Creative Concept

The creative concept is the backbone of your campaign. It should be original, align with your brand identity, and appeal to your target audience. This concept will dictate the storyline, visuals, and key messages conveyed through the video.

4. Craft a Compelling Story

People connect with stories more than sales pitches. Develop a narrative that engages your audience emotionally and intellectually. The story should have a clear beginning, middle, and end, with a strong message that aligns with your brand values.

5. Incorporate a Clear Call to Action

Ensure that your video clearly communicates what you want viewers to do next, whether it’s visiting a website, signing up for a newsletter, or purchasing a product. This call to action should be easy to understand and act upon.

6. Optimise for Different Platforms

Tailor your video content for different platforms (YouTube, Facebook, Instagram, etc.) considering the technical and audience peculiarities of each. This may involve creating or tweaking different versions of the video for various platforms.

7. Launch and Promote Your Campaign

Deploy your video content through chosen media channels. Utilise paid advertisements, social media, email marketing, and even influencer partnerships to broaden your reach. Timing can be crucial, so choose it based on when your audience is most active and receptive.

By following these steps, a brand can craft a video campaign that not only looks professional but also powerfully conveys its message, connects with its target audience, and achieves its marketing goals.

Conclusion

These case studies demonstrate the diverse ways video can be utilised to enhance brand storytelling, create memorable campaigns, and drive engagement. For brands looking to make a mark, investing in high-quality video production is not just beneficial–- it’s essential.

As your video production partner, we are here to help you craft video content that not only tells your story but also captures hearts and minds.

Mapping out how video content fits into the marketing funnel is a surefire way to supercharge your strategy. From using SEO videos to get in front of an audience looking for your business to showreels that push towards conversion, there’s a multitude of ways that video can be used to help cement a sale. And it doesn’t just stop at the sale – Building advocacy should also be a key part of your plan. And there’s a whole host of videos that can support this too. In this article, the Small Films team delves into all the types of videos you can use to optimise your marketing funnel.

Image via bazaarvoice.com

Building Awareness

SEO Videos

With most of us heading to Google when we’re looking to find an answer to our challenge, there’s no better place to ensure that your brand is showing up. It’s easy to optimise your website for SEO, but forget about your VSEO (video SEO) strategy. And with YouTube the second largest search engine, it’s vital that you’re doubling down on this channel too.

To read more about how you can nail your YouTube strategy, make sure to read our blog ‘SEO for videos on YouTube – An Ultimate Checklist’. Plus take a look at HubSpots’ article on ‘How to optimise your videos for YouTube search’.

See the SEO video we created for Gressingham Duck

Social Media Ads

Social media ads are one of the top ways to get your brand in front of a new audience. Consider how you purchase. How often have you found yourself going down a rabbit hole after watching a video on Instagram? With the ability to be highly targeted, they’re a brilliant way to build awareness and scale your brand.

See our Facebook ad for Mallow & Marsh

Explainer Videos

Explainers are videos that help to educate your audience about common pain points or challenges. They can also work to explain what your company does quickly. A really useful tool if you have a more complex service offering. Explainer videos are a great first step for a brand to let their audience know what they do, so they want to come back for more.

Watch our Join the Dots explainer video

TV and Cinema Adverts

Whilst this is an avenue for brands with bigger budgets, those who can build it into their marketing budgets will reap the benefits. Cinema adverts are a brilliant way to build awareness in the local community. Take the cinema advert we created for Croydon High School. This was an excellent way to target parents in the local area, showcasing why they should choose to send their children to Croydon High.

Check out the ITV advert we created for Mackie’s ice cream

Organic Social Media

Share bite-sized video clips on social media platforms to tease upcoming products, events, or announcements. Video content helps to generate curiosity and encourage users to seek more information, driving them further into the funnel.

Driving Interest

Product Demos and How-Tos

Create in-depth product demonstration videos or how-to guides to showcase the features and benefits of your offerings. This type of content helps potential customers visualise how your products or services can address their specific needs.

See the product video we created for the Aldi Air Fryer

Behind-the-Scenes Footage

Share behind-the-scenes glimpses of your company culture, production processes, or day-to-day operations. This humanises your brand and fosters a connection with your audience, making them more interested in the people behind the products.

Webinars and Expert Interviews

Host webinars or conduct interviews with industry experts. This positions your brand as a thought leader and provides valuable insights to your audience, further establishing interest in your products or services.

Customer Testimonials

Showcase real-life experiences with your brand through video testimonials. Authentic stories from satisfied customers can help build credibility and trust, making potential customers more aware of the positive impact your products or services can have.

See our Haymarket testimonial.

Showreels

A highlight of all your best bits, showreels are a brilliant way to help push your audience down the funnel. There are many ways you can use them, from on your website, in proposals, live pitches, across your social media, and in your email marketing campaigns.

See the showreel we created for onepointfive

Aiding Conversion

Product Comparison Videos

Help potential customers make informed decisions by creating videos that compare your products or services with competitors. Highlight what sets you apart and why your offering is the superior choice.

Limited-Time Offers and Promotions

Drive urgency and encourage conversions by creating videos that promote limited-time offers, discounts, or exclusive deals. Use compelling visuals and a clear call-to-action to guide viewers to the next step in the funnel.

Interactive Product Tours

Develop interactive video tours of your products, allowing users to explore key features and functionalities at their own pace. This immersive experience provides the necessary information for a confident purchasing decision.

Customer Onboarding Videos

Assist customers with onboarding through instructional videos. This not only ensures a positive customer experience but also reduces post-purchase anxiety, fostering loyalty and repeat business.

Building Advocacy

User-Generated Content Campaigns

Encourage your satisfied customers to create and share their own videos showcasing your products or services. User-generated content serves as authentic testimonials and can be a powerful driver for brand advocacy.

Case Studies

Transform your case studies into engaging video formats. Highlight the challenges faced by your customers, the solutions provided by your brand, and the positive outcomes. This builds credibility and encourages advocacy from potential customers.

Exclusive Behind-the-Scenes

Reward your brand advocates with exclusive behind-the-scenes content, sneak peeks, or early access to new products. This not only strengthens their loyalty but also encourages them to continue advocating for your brand.

Interactive Q&A Sessions

Host live or pre-recorded Q&A sessions where advocates can interact directly with your team. This personal connection strengthens the bond between your brand and its advocates, turning them into vocal supporters.

Strategically aligning video content with your marketing funnel can be a game-changer for your business. From building awareness to fostering brand advocacy, video has the versatility to engage and resonate with your audience at every stage of their journey.

If you’d like to chat with the team about using video in your marketing funnel, we’d love to hear from you. Just drop us a line at george@smallfilms.com.