Category Archives: Tips & Tricks








Explainer Video Scripts: A Step-by-Step Writing Guide

A slick animation or polished film might look impressive, but if the script is weak, your explainer video will fall flat. The script is the engine of the whole production—it sets the pace, the tone, and the clarity of your message.

Writing a good one isn’t about being “creative” for the sake of it. It’s about being strategic: knowing exactly who you’re talking to, what you want them to take away, and how you’re going to get them there.

1) Define your audience and objective

Before you put pen to paper, be crystal clear on two things:

  • Who is this for? Customers, investors, employees, partners—each group has different pain points and priorities.
  • What do you want them to do? Book a demo, start a free trial, visit your website, share with colleagues?

Pro tip: Write one sentence that sums up your goal: “This video will explain how our software saves time and encourage people to book a demo.” If you can’t write that sentence clearly, you’re not ready to start.

If you’re still choosing a format, this overview will help: The Different Types of Explainer Video (and When to Use Them).

2) Start with the problem

A strong opening is everything. Don’t introduce your brand straight away—meet your audience where they are.

Instead of: “We’re Acme Corp, a leading provider of solutions for modern businesses…”
Try: “Managing multiple systems wastes hours every week—and it’s costing your team both productivity and morale.”

3) Introduce the solution (simply)

Once you’ve set up the problem, bring in your solution. Keep it short and confident—think headline, not brochure.

Example: “Acme brings all your business tools into one easy-to-use platform, so your team can focus on the work that matters.”

4) Explain how it works (in 3 steps or fewer)

Explainers succeed when they simplify the complex. Break your offering into an easy-to-follow process:

  1. Sign up online
  2. Connect your existing tools
  3. Start working more efficiently

Need help picking a style? See What Are Animated Explainer Videos and 5 reasons why you should use animated explainer videos.

5) Highlight the benefits (not just the features)

A feature is what something does. A benefit is why it matters. Audiences care about the latter.

Feature: “Our system integrates with your CRM.”
Benefit: “You’ll save hours every week because everything works seamlessly with the tools you already use.”

For a broader view of why explainers perform so well, read The Power of Explainer Videos in Digital Marketing.

6) Build trust with proof points

Even in a short explainer, credibility matters. Add one fast proof point:

  • A quick stat (e.g. “Trusted by 10,000+ businesses”)
  • A short testimonial (one sentence)
  • A recognisable partner or accreditation

For inspiration, browse these 10 Best Explainer Video Examples.

7) End with a strong call to action

Don’t leave your audience hanging. Tell them what to do next—and make it simple:

  • “Book a demo today.”
  • “Start your free trial.”
  • “Visit our website to learn more.”

Pro tip: Keep your CTA consistent across the video, landing page, and follow-up emails.

8) Keep it short and sharp

Most explainer videos sit in the 60–90 second range (roughly 150–225 words). Cut ruthlessly. If a line doesn’t move the story forward, delete it.

For more on structure and pacing, see How to write an explainer video script and How to make an awesome explainer video that sells.

9) Read it out loud (and tweak)

Explainer scripts are written for the ear, not the eye. Reading aloud highlights clunky phrasing, long sentences, or tongue-twisters that trip up voiceovers. If you run out of breath halfway through a sentence, it’s too long.

A tried-and-tested structure

  1. Problem
  2. Solution
  3. How it works
  4. Benefits
  5. Proof points
  6. Call to action

Example snippet

“Managing projects across different platforms is exhausting—and it slows your team down. Acme simplifies everything by bringing your tools together in one place. It’s simple: sign up, connect your accounts, and start working smarter. Businesses that use Acme save up to 10 hours per week, freeing their teams to focus on growth. Try it free today.”

Notice how it follows the structure: problem → solution → how it works → benefits → proof → CTA.

Further reading from Small Films

Final word

Explainer videos succeed or fail on the strength of the script. Get the words right and your visuals will have something powerful to bring to life. Get it wrong, and no amount of animation wizardry will make up for it. Start with your audience, keep it short, and always finish with a clear call to action.


Why Video Is Education Marketing’s Secret Weapon

Education marketing has never been more competitive. Schools, universities, publishers, and learning providers are all vying for attention in a noisy marketplace. At the same time, families and learners are more discerning than ever. They expect transparency, authenticity, and evidence that an institution truly reflects their values and ambitions.

So how do you cut through the noise, build trust, and inspire action? The answer is simple: video.

Video isn’t just another marketing tool—it’s the most powerful way to connect with your audience. Here’s why.

Why Video Works

1. Emotion drives decisions

Parents, students, and learners don’t just make choices with their heads—they make them with their hearts. Video has a unique ability to tell stories, show environments, and create emotional connection in ways no brochure or PDF ever could.

2. Clarity and memorability

Whether you’re explaining a bursary scheme, demonstrating a new learning platform, or guiding families through admissions, video makes the complex simple. Viewers retain far more when information is delivered through compelling visuals and sound.

3. Reach where your audience is

Young audiences live on platforms where video is dominant: TikTok, YouTube, Instagram Reels. Parents, alumni, and donors are also influenced by what they see online. If you’re not harnessing video, you risk being absent where decisions are increasingly shaped.

4. Proof of quality

For schools and universities, quality matters. Parents making high-stakes decisions want reassurance that their child will be cared for and inspired. A professionally produced film signals credibility and high standards. Conversely, a poorly produced video can unintentionally undermine your reputation.

5. Attention and retention

We live in an attention economy. Audiences scroll fast and skim content. A strong video grabs attention in the first few seconds and keeps people watching. It also boosts website dwell time, supports SEO, and makes your institution more discoverable.

6. Accessibility and inclusivity

Subtitles, transcripts, and multilingual versions mean video can reach a wider, more diverse audience. For universities looking to attract international students, or publishers seeking a global readership, accessible video content can make all the difference.

Who Can Benefit from Video

Schools

For independent and state schools, video is a powerful admissions tool. Prospectus films, department showcases, fundraising stories, and day-in-the-life films help parents and pupils imagine themselves as part of your community.

Universities

Universities compete globally. Campus films, student testimonials, research showcases, and alumni stories build prestige while also making large institutions feel approachable. Virtual tours and subject-specific videos are particularly effective for international recruitment.

Publishers and EdTech providers

Explainer videos, product demos, and animated walkthroughs bring learning products to life. They also help teachers, schools, and end-users understand the benefits of new platforms or textbooks quickly—reducing adoption barriers and driving sign-ups.

Learning providers and training organisations

From corporate trainers to online academies, video builds authority and demonstrates expertise. Case studies, testimonials, and promotional clips help attract clients, while bite-sized tutorials and course tasters showcase teaching style.

Real-World Examples

At Small Films, we’ve seen the power of video across the education sector:

  • The Marlborough Difference: A fundraising film that helped the college raise £1.3 million in just 36 hours by showing the life-changing impact of bursaries.
  • Eton College: A bursary campaign film that shared authentic student experiences, helping one of the UK’s most prestigious schools show its commitment to accessibility and opportunity.
  • Croydon High School: A showcase film capturing the vibrancy and ethos of the school, designed to engage parents and pupils considering admissions.

Each of these projects worked because they told human stories, built trust, and made values visible.

Tips and Tricks for Education Marketers

Plan for reuse

One shoot can deliver months of content if planned properly. Capture additional footage for short social clips, vertical and horizontal formats, and website edits.

Lead with stories, not stats

Statistics may reassure, but stories are what people remember. A single testimonial from a student or teacher can convey more than a page of data.

Keep it authentic

Audiences are quick to spot over-scripted content. Let real voices and personalities shine through. Authenticity builds trust.

Match content to platform

What works in a two-minute website film won’t work on TikTok. Tailor edits to the channel—from short, snappy reels to longer showcase films.

Distribute strategically

Don’t let your video gather dust. Embed it on your website, share across social channels, include in email campaigns, and screen at events. Amplification is as important as production.

Measure and optimise

Set clear goals—applications, enquiries, donations—and track performance. Review engagement metrics and adapt your next film accordingly.

Build a video library

Video works best when it’s consistent. Build a library of evergreen content—student stories, subject spotlights, fundraising appeals—that you can refresh and repurpose over time.

The Future of Video in Education

  • Personalised video: Content tailored to the viewer’s interests or stage in the admissions journey.
  • Short-form dominance: TikTok and Reels will remain key for engaging younger audiences.
  • Virtual and 360° tours: Especially valuable for international families who can’t travel to campus.
  • AI-driven accessibility: Automated subtitles, translations, and voiceovers will make video more inclusive and global.

Forward-thinking schools, universities, and publishers are already exploring these tools to stay ahead.

The Takeaway

For education marketers, video is no longer optional—it’s essential. It informs, inspires, and influences like no other medium. Done well, it doesn’t just sell a service—it sparks connection, builds trust, and drives results.

At Small Films, we create content that ignites education—work that not only captures attention but leaves a lasting impression.

Explore our video production services |
See our portfolio |
Read Resonance on Amazon
Ready to harness the power of video? Fill out the form on our contact page and start the conversation!

What Is Video Marketing? A Complete Guide

Video marketing has become one of the most powerful ways for businesses, brands, and organisations to connect with their audiences. Whether it’s a 30-second advert, a brand film, or a YouTube series, video is no longer optional—it’s central to how people discover, learn about, and engage with you.

But what exactly is video marketing, and how can you use it effectively?

What Is Video Marketing?

At its simplest, video marketing is the use of video to promote, communicate, or build trust with your audience. It’s not just about producing a nice-looking film—it’s about using video strategically to achieve business goals.

That might mean:

  • Attracting new customers through product explainers and ads
  • Building brand recognition with storytelling campaigns
  • Increasing fundraising or awareness for non-profits
  • Boosting B2B sales leads with tailored content

In short, video marketing blends creative storytelling with smart distribution to ensure your message not only looks good, but also gets results.

Why Video Marketing Works

  • Attention – Video is eye-catching and cuts through crowded feeds in ways text and static images often can’t.
  • Emotion – The combination of visuals, sound, and narrative makes it far more engaging and memorable.
  • Clarity – Complex ideas can be explained quickly and simply. A one-minute explainer often works better than a 1,000-word article.
  • Trust – Seeing real people, places, and stories builds credibility and authenticity.

If you’ve read our piece on using video for lead generation, you’ll already know how video can transform the way businesses capture and convert prospects. But its impact extends to every stage of the marketing funnel.

Types of Video Marketing

Video is powerful because it adapts to different audiences and objectives. Here are some of the most effective formats, each paired with examples of our work:

  • Brand films – Narrative-driven videos that express your brand’s values and tone.
    Example: the Informa D&I campaign, which powered hero films, recruitment edits, and social visuals—all showcasing Informa’s commitment to inclusion with stylish storytelling.
  • Explainers and how-to videos – Content designed to clarify complex messages or products in an engaging way.
    Example: the Tilda Rice & World Food Programme animation, blending motion graphics, bespoke photography, and narrative to highlight their nutritional initiative.
  • Social advertising campaigns – Short-form videos crafted for digital and social distribution to drive visibility and engagement.
    Example: the Upbeat Drinks summer social ads, released across Facebook, Instagram, YouTube, and digital billboards—delivering 2.2 million views, 4.5 million impressions, and a 140% lift in online sales.
  • Television adverts (TVCs) – Broadcast-quality spots designed for mass reach.
    Example: the SockShop national TV commercial—a feel-good advert starring choreographed sock movements to a family’s daily routine, aired on ITV.
  • YouTube content and web series – Longer-form storytelling that builds brand presence and engagement online.
    Example: the Lick YouTube series, a three-part narrative campaign around an eccentric B&B redecoration, creating a vivid brand experience that resonated strongly with audiences.
  • Case studies and testimonials – Real stories that build trust and highlight impact.
    Example: One Beyond’s client testimonials, capturing authentic stories from Haymarket Publishing and Costa Express to show measurable transformation.
  • Event videos – Capturing the atmosphere and key moments from conferences, launches, or networking events.
    Example: the 2EM / The Drink Sales Network event film, designed to encapsulate the energy and buzz of the event for future promotion.
  • Fundraising and awareness videos – Emotive storytelling crafted to inspire support or raise awareness.
    Example: the Tilda Rice + WFP animation, which doubled as a campaign driver and TV advert to inspire action around nutrition in developing countries.

How to Approach Video Marketing

  1. Start with goals – Are you looking to generate leads, strengthen brand awareness, or increase conversions?
  2. Define your audience – Who are you speaking to, and what motivates them?
  3. Craft the story – What narrative will resonate most? (Read more in our blog on storytelling in marketing.)
  4. Plan distribution – A video is only powerful if the right people see it. Think about social media, paid ads, email, and your website.
  5. Measure and refine – Track performance and adjust future campaigns accordingly.

For more on execution, see our blog on what a videographer does, which breaks down the production process in detail.

Why It Matters More Than Ever

In a digital world flooded with content, video is the format that stands out. It has the power to ignite curiosity, stir emotion, and inspire action. Done well, it’s not just marketing—it’s your story, told in the most compelling way possible.

Final Thoughts

Video marketing isn’t a passing trend; it’s a core part of how modern organisations communicate. By aligning creative storytelling with strategic goals, you can create content that doesn’t just look good but delivers real business impact.

If you’re ready to harness the power of video, explore our video production services, take a look at our portfolio, or check out our book Resonance on Amazon.

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

In 2025, video is no longer just one of many tools in the marketer’s toolkit — it’s the beating heart of how brands connect with audiences. From social feeds to search engines, from e-commerce platforms to internal communications, video dominates how we consume, share, and engage with content.

If your brand hasn’t yet adopted a video-first marketing strategy, now is the time. Consumer behaviour has shifted dramatically, and brands that fail to adapt risk being left behind. At Small Films, we’ve seen first-hand how businesses across sectors are reaping the rewards of prioritising video in their marketing mix — not as an afterthought, but as the cornerstone.

Let’s explore why video is central to brand growth in 2025, and how to future-proof your strategy.

1. Consumer Behaviour Has Changed — Attention is Shorter Than Ever

The average consumer scrolls through hundreds of pieces of content daily. According to a recent study, attention spans for digital ads have dropped to just 2.5 seconds. Written content and static images often struggle to stop the scroll, while video is uniquely powerful at grabbing attention instantly.

But here’s the shift: short-form doesn’t mean shallow. TikTok, Instagram Reels, and YouTube Shorts have trained audiences to expect fast-paced, story-led content — but they still crave authenticity, entertainment, and information. Brands that can deliver meaningful stories in under 30 seconds are winning.

This isn’t just about Gen Z either. Millennials and Gen X increasingly prefer bite-sized video content as well. In fact, over 90% of consumers say they want to see more video from brands they follow.

2. Video Powers the Entire Marketing Funnel

One of the biggest misconceptions is that video is only for top-of-funnel awareness. In reality, a well-planned video-first strategy can support every stage of the buyer journey:

  • Awareness: Short, high-impact social videos capture attention and introduce your brand personality.
  • Consideration: Explainer videos, case studies, and behind-the-scenes content help build trust and authority.
  • Conversion: Product demos and testimonials provide the final push to purchase.
  • Retention: Personalised video content, tutorials, and thank-you messages keep customers engaged post-sale.

By building video into each stage, brands can create a cohesive, memorable journey that feels human and engaging.

3. Platforms Are Prioritising Video

It’s not just consumers who prefer video — the platforms themselves do.

  • LinkedIn reports that video posts receive 5x more engagement than other types of content.
  • Instagram has shifted its algorithm to favour Reels over static posts.
  • YouTube remains the second largest search engine in the world, now boosted further by Shorts.
  • Google increasingly surfaces video results in search queries, driving SEO visibility.

Put simply: if you want reach and engagement, video is the fastest route. A text-first strategy is unlikely to achieve the same results.

4. Video Drives Measurable ROI

In an era where marketing budgets are under pressure, every pound must work harder. The good news is that video consistently delivers strong returns:

  • Landing pages with video can increase conversion rates by up to 80%.
  • Emails with video see 300% more click-throughs.
  • Brands using video grow revenue 49% faster year-on-year compared to those who don’t.

What makes video especially valuable is its measurability. From view-through rates to engagement heatmaps, brands can track performance at a granular level and optimise creative quickly. At Small Films, we build analytics and performance tracking into every campaign, so our clients know exactly how their content is working.

5. Authenticity Matters More Than Perfection

One of the most exciting trends in 2025 is the shift towards authenticity. A few years ago, glossy, big-budget productions dominated. Today, audiences want brands to feel more human and relatable.

That doesn’t mean quality isn’t important — professional storytelling, sound, and editing still matter hugely — but it does mean that a perfectly polished video isn’t always the answer.

Think: a founder speaking candidly to camera, a behind-the-scenes peek into your creative process, or a customer testimonial shot on location. This type of content feels real, builds trust, and is often more cost-effective to produce.

6. AI is Changing Video — But Creativity Wins

AI tools are transforming how video is created and distributed. From automatic editing software to AI-driven performance analysis, brands can now scale content production faster than ever before.

But here’s the catch: AI can’t replace human creativity. The videos that resonate most are those with a strong story, concept, and emotional connection. A video-first strategy in 2025 means finding the balance — using AI for efficiency while ensuring your creative vision and storytelling remain uniquely human.

7. Future-Proofing Your Marketing

The future of marketing is immersive, interactive, and video-led. Whether it’s shoppable video that lets customers buy instantly, personalised video campaigns that speak directly to individuals, or augmented reality video experiences, the opportunities are expanding rapidly.

Brands that build a video-first mindset now will be better prepared to adapt to these innovations. Those who stick to static, text-heavy strategies risk falling behind as consumer expectations evolve.

How to Get Started with a Video-First Strategy

Moving towards a video-first approach doesn’t mean abandoning other formats altogether. It means making video the backbone of your marketing plan and building everything else around it. Here are a few steps:

  1. Audit your current content mix. Where is video working well? Where could it replace static or text?
  2. Map video to your funnel. Create assets for awareness, consideration, conversion, and retention.
  3. Optimise for each platform. A LinkedIn thought-leadership video will look very different from a TikTok reel.
  4. Think in series, not one-offs. Consistency builds recognition and trust.
  5. Measure and iterate. Use analytics to double down on what’s working.

At Small Films, we partner with brands to design strategies that combine creativity with measurable business impact. From ideation and storytelling to production and distribution, we ensure video delivers not just views — but results.

Final Word

2025 is the year when video-first marketing becomes non-negotiable. Consumer attention spans, platform algorithms, and ROI demands all point to one thing: video is the language of modern communication.

Brands that embrace it will not only stand out but also build deeper connections with their audiences, drive measurable growth, and future-proof their marketing.

If your brand is ready to put video at the heart of its strategy, we’d love to help. Get in touch with the Small Films team to explore how we can bring your story to life on screen.

A great video can transform how your brand connects with customers — driving awareness, boosting engagement, and even closing sales. But here’s the secret that many marketers overlook: a successful video doesn’t start on set, or even in the edit suite. It starts with the brief.

The quality of your brief determines the quality of your video. A clear, well-thought-out brief sets your agency up for success, giving them the insight, direction, and objectives they need to deliver something that truly works for your brand. On the flip side, a vague or incomplete brief can derail a project before the cameras even start rolling.

At Small Films, we’ve worked with hundreds of businesses — from startups to global brands — and we’ve seen the difference a strong brief can make. To help you get it right, here are the five most common mistakes businesses make when briefing a video agency, and how you can avoid them.

1. Being Vague About Objectives

The mistake: Many briefs start with “we need a video” — but stop short of explaining why. Without clear objectives, your agency is left guessing what success looks like. Is the goal to raise awareness, educate, generate leads, or drive direct sales? Each of these outcomes requires a very different approach.

Why it’s a problem: If your agency doesn’t know your real objective, they might produce a video that looks great but doesn’t deliver results. For example, a high-production-value brand film might impress internally, but won’t necessarily convert viewers into customers if lead generation was the goal.

How to avoid it:

  • Be specific about what you want the video to achieve.
  • Tie the brief to measurable outcomes (e.g., “increase web traffic by 25%” or “generate 500 qualified leads”).
  • Share context on your wider campaign so the video can align with it.

At Small Films, we always ask: What’s the single most important thing you want this video to achieve? That’s our north star throughout the project.

2. Not Defining the Audience Clearly

The mistake: “Our video is for everyone.”

This is one of the fastest ways to dilute the effectiveness of your content. If your agency doesn’t know exactly who you’re trying to reach, they can’t tailor the creative, messaging, or distribution strategy to resonate with the right people.

Why it’s a problem: A one-size-fits-all video often ends up speaking to no one in particular. The tone might be too broad, the style too generic, and the messaging too vague to make an impact.

How to avoid it:

  • Clearly define your primary audience segment (age, job role, interests, pain points, motivations).
  • Share insights you have from customer research, buyer personas, or analytics.
  • If you have multiple audiences, consider creating multiple assets rather than stretching one video too thin.

The tighter the target, the stronger the creative. Whether you’re speaking to time-poor CEOs on LinkedIn or Gen Z trend-seekers on TikTok, your agency needs to know.

3. Skipping the Distribution Plan

The mistake: Treating the video as a standalone piece without thinking about where it will live.

We often see briefs that stop at the creative idea, without considering the platforms, formats, or campaign integration. But distribution is half the battle.

Why it’s a problem: A cinematic two-minute brand film might shine at an event, but won’t perform well on TikTok. Likewise, a vertical short designed for Instagram won’t translate to YouTube pre-rolls. Without a plan, you risk creating the wrong format for your audience.

How to avoid it:

  • Decide where the video will be distributed before production begins.
  • Share details of each platform so your agency can tailor aspect ratios, lengths, and calls-to-action.
  • Think beyond organic: will you be running paid ads, email campaigns, or using the video in sales presentations?

At Small Films, we always design content with distribution in mind — often creating multiple cut-downs and versions from a single shoot to maximise ROI.

4. Ignoring Brand Guidelines (or Over-Restricting Them)

The mistake: Some brands hand over no brand guidelines, while others hand over a 200-page rulebook that leaves little room for creativity. Both extremes are unhelpful.

Why it’s a problem:

  • Without guidelines, your video risks feeling off-brand or inconsistent with your other marketing.
  • With overly restrictive rules, the creative might feel stale or cookie-cutter, limiting impact.

How to avoid it:

  • Provide your agency with key brand assets (logos, colour palette, tone of voice, fonts) and any mandatory do’s/don’ts.
  • Allow room for creativity within the brand framework. A great agency knows how to innovate while staying true to your identity.
  • Share examples of past content you love (and don’t love). This gives your agency a sense of direction without boxing them in.

The sweet spot is collaboration: your brand voice + your agency’s creativity.

5. Setting Unrealistic Budgets or Timelines

The mistake: Expecting champagne results on a lemonade budget, or a three-week turnaround for a three-month project.

Why it’s a problem: Unrealistic expectations can lead to disappointment, rushed work, and compromised quality. It can also damage trust between brand and agency.

How to avoid it:

  • Be upfront about your budget from the start — this allows your agency to propose realistic, creative solutions within your means.
  • Discuss timelines honestly. Remember, video production includes scripting, pre-production, filming, editing, revisions, and distribution planning.
  • Build in buffer time for approvals and feedback loops.

At Small Films, we pride ourselves on being transparent. We’ll always show you what’s possible at different budget levels, and flag if a timeline won’t do your project justice.

Final Thoughts

A strong video brief is the foundation of a successful campaign. By avoiding these common mistakes — unclear objectives, undefined audiences, weak distribution planning, mismanaged brand guidelines, and unrealistic expectations — you set your agency up to create work that not only looks great, but also delivers measurable business results.

Remember: briefing is a partnership. The more clarity and collaboration you bring, the more your agency can channel its creativity and expertise into helping your brand shine.

At Small Films, we don’t just make videos — we craft strategies that drive growth. If you’re planning your next video project and want to ensure it hits the mark, we’d love to chat.

👉 Get in touch with us today to discuss your brief and see how we can bring your vision to life.

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

For admissions teams and school marketers, YouTube is no longer a “nice-to-have.”

It’s where prospective families are searching, where your school story can come alive, and where authentic content can tip the balance in a competitive marketplace. Done well, your YouTube channel can showcase the unique culture of your school, build trust with parents, and ultimately drive more applications.

But here’s the challenge: most independent schools underuse YouTube. Channels are often treated as a dumping ground for promotional films, leaving huge potential untapped. The good news? With a more strategic approach, you can transform your YouTube presence into one of your most powerful recruitment tools.

In this article, I’ll share proven strategies and practical steps to help independent schools not only stand out on YouTube but also turn views into real-world applications.

Why YouTube Matters for Independent Schools

YouTube is the world’s second-largest search engine (after Google), with over 2.5 billion monthly users. For many parents, it’s the first port of call when researching schools. They’re not just looking for glossy “hero” films; they want to see the authentic side of school life — from the energy of assemblies to the warmth of staff and the achievements of pupils.

A strong YouTube presence can:

  • Boost discoverability: Parents often search “Best independent schools near [location]” or “What’s life like at a UK boarding school?” — if your videos are optimised, you’ll appear in those searches.
  • Build trust: Seeing is believing. Families are far more likely to connect with your ethos and values when they see them in action.
  • Drive conversions: Video is one of the most persuasive tools for moving prospective families from awareness to application.

1. Clarify Your Channel Strategy

Before uploading another video, take a step back and ask: What is our channel for?

Is it primarily:

  • A recruitment tool to attract new families?
  • A showcase for current parents and alumni?
  • A mixture of both?

Clarity here matters because it shapes the tone, style, and content you produce. For independent schools, I recommend positioning YouTube primarily as a recruitment and admissions tool, while also using playlists or private links for community updates.

Small Films tip: Create an internal “channel mission statement.” For example: “Our YouTube channel inspires prospective families by showing the warmth, excellence, and community of [School Name].”

2. Optimise the Basics

Even strong content won’t get traction if the fundamentals aren’t right. Too often, schools overlook the small details that make a big difference.

  • Channel branding: Make sure your banner, profile image, and “About” section all align with your school brand.
  • Playlists: Organise content into themes like “Life at [School],” “Parent Stories,” or “Sports & Arts Highlights.” It makes browsing easy.
  • Thumbnails: Custom thumbnails with bold, legible text and engaging images will significantly increase click-through rates.
  • Titles and descriptions: Use plain, searchable language (“Day in the Life at a UK Boarding School”) rather than just “School Promo Film 2023.”
  • Calls-to-action: Every video should gently direct viewers toward next steps — whether that’s visiting your website, booking an open day, or downloading a prospectus.

3. Create Content that Resonates

Here’s where many schools fall short. They rely solely on one glossy “hero” film. While this has its place, YouTube thrives on variety and consistency.

Content ideas that work brilliantly for schools:

  • Day-in-the-life films: Follow a pupil or teacher through a typical day. Authenticity is key.
  • Virtual tours: Particularly powerful for overseas families who can’t easily visit.
  • Parent and pupil testimonials: Nothing builds trust like hearing it directly from families.
  • Behind-the-scenes: Let parents see the real culture of your school — rehearsals, team talks, everyday moments.
  • Explainer content: Short videos answering common admissions questions (“How do scholarships work at [School]?”).
  • Event highlights: Showcase sports days, concerts, or drama productions.

Small Films tip: Think like a publisher. Aim to release new content every 2–4 weeks to keep your channel fresh and algorithm-friendly.

4. Optimise for Search (SEO)

YouTube is a search engine. If you want prospective parents to find you, you need to optimise your videos.

  • Keywords: Use terms parents are actually typing: “Private school London,” “Top UK boarding schools,” “Best prep schools near Surrey.”
  • Descriptions: Write 200+ words explaining what the video shows, naturally weaving in keywords.
  • Tags: Use a mix of school-specific and broad education tags.
  • Captions: Upload transcripts. Not only does this help accessibility, but YouTube also indexes captions for search.

5. Showcase Personality and Authenticity

Parents aren’t just buying into facilities or exam results; they want to feel the ethos of your school.

  • Feature real pupils and staff rather than only polished spokespersons.
  • Show diversity — prospective families want to see children they can identify with.
  • Capture unscripted moments: laughter in the playground, quiet focus in lessons, teamwork on the sports field.

Remember: Parents can spot overproduced marketing fluff a mile away. The goal is authenticity with polish.

6. Promote Beyond YouTube

Uploading content isn’t enough. You need to actively promote your videos.

  • Embed on your website: Especially on admissions pages and blog posts.
  • Share on social media: Facebook, Instagram, and LinkedIn can amplify reach.
  • Include in newsletters: A great way to re-engage current families and alumni.
  • Paid promotion: Consider running YouTube ads targeted by geography, demographics, or even competitor school names.

7. Measure What Matters

Too often, schools judge success by view count alone. Instead, focus on:

  • Watch time: Are people staying engaged?
  • Traffic sources: Are prospective families finding you via search?
  • Click-throughs: Are viewers moving to your website or enquiry form?
  • Applications: Ultimately, the goal is to see an uptick in real-world conversions.

Use YouTube Analytics and Google Analytics together to map the journey from video views to enquiries.

Partnering with Experts

Creating compelling, consistent video content can be resource-intensive. That’s where a specialist agency can help. At Small Films, we’ve worked with leading education brands to create video strategies that cut through the noise, resonate with families, and drive measurable results. From concept to production to channel optimisation, we help independent schools turn YouTube into a powerful recruitment tool.

Final Thought

YouTube offers independent schools a unique opportunity: to move beyond glossy brochures and show families the real heartbeat of school life. By clarifying your strategy, optimising your channel, and producing authentic, varied content, you can transform your channel into an engine for enquiries and applications.

The schools that stand out on YouTube won’t just be the ones with the fanciest facilities. They’ll be the ones that tell their story best.

If you’d like to explore how Small Films can help your school shine on YouTube — and increase applications in the process — we’d love to talk.

If you’re ready to harness the power of video, explore our video production services, take a look at our portfolio, or check out our book Resonance on Amazon.

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

In today’s education marketing landscape, reaching prospective students is more complex — and more competitive — than ever. Schools, universities, and education brands are no longer just competing locally; they’re competing globally, with every institution vying for attention across digital platforms. Amid this noise, one thing is clear: short-form content is now a critical tool in student recruitment campaigns.

From our work with education providers, we’ve observed a shift in how students consume information. Prospective students aren’t waiting to open glossy prospectuses or watch long-form videos; they’re scrolling, swiping, and tapping through content on Instagram, TikTok, YouTube, and increasingly, LinkedIn. To meet them where they are, institutions need content that is quick, authentic, and highly shareable.

1. Gen Z Consumes Content Differently

The first reason short-form content is so effective is simply that students consume information differently. Gen Z has grown up with fast-moving digital content. Their attention spans are shorter, but their engagement is deep when content resonates.

Research and our own campaigns show that videos under 30 seconds often perform better in driving initial engagement than traditional long-form films. These micro-moments allow prospective students to form an impression of a school or university quickly, while simultaneously giving marketers multiple touchpoints to communicate their story.

For example, a 15-second clip of students interacting in a lab or participating in a sports event can convey community, energy, and ethos far more quickly than a 3-minute tour video. The key is authenticity — prospective students respond best when the content feels genuine, not staged.

2. Peer Voices Drive Trust

Authenticity is amplified when prospective students hear directly from their peers. Testimonial clips, candid interviews, and day-in-the-life moments allow students to see themselves in your institution.

In one recent campaign, we worked with a university to create a series of 20-second student story videos. Each clip highlighted real student experiences: navigating campus life, joining clubs, or balancing academics and social activities. The response was immediate: higher engagement on social, more enquiries, and better attendance at virtual open days.

This reinforces a critical principle: students trust their peers more than any polished institutional messaging. By integrating peer voices into short-form content, you not only increase engagement but also build credibility in the earliest stages of the admissions funnel.

3. Multi-Platform Distribution Multiplies Impact

Short-form content shines not only because it aligns with attention spans but also because it can be repurposed across multiple channels. A single 2–3 minute film shoot can yield:

  • A 30-second hero video for the website
  • Multiple 15-second cuts for Instagram and TikTok
  • Bite-sized clips for LinkedIn campaigns targeting parents and alumni
  • Short testimonial videos for email nurture sequences

The power lies in stretching a single asset across multiple channels, reaching different audiences without multiplying production costs. Paid distribution, including PPC campaigns, social boosts, and programmatic advertising, ensures that your content is not just created but actually seen by the right prospective students and decision-makers.

4. Short-Form Content Supports the Full Admissions Funnel

Another key advantage of short-form content is its versatility across the admissions funnel.

  • Awareness Stage: Quick clips on social media help your institution stand out in a crowded market.
  • Consideration Stage: Testimonial reels and behind-the-scenes moments deepen engagement and build trust.
  • Conversion Stage: Short videos highlighting open days, campus tours, or application deadlines act as nudges to encourage enquiries and applications.

In other words, short-form content isn’t just a “top-of-funnel” tactic — it feeds the entire recruitment journey, working alongside longer films, virtual tours, podcasts, and other assets to reinforce your messaging at every stage.

5. Practical Tips for Maximising Short-Form Content Impact

Based on our experience, here are some practical tips for creating short-form content that delivers results for student recruitment:

  1. Plan Multi-Platform From Day One: Ensure your shoot captures moments that work vertically for Instagram/TikTok, horizontally for YouTube, and in a format suitable for email or web.
  2. Focus on Stories, Not Just Facts: Capture moments that convey student life, ethos, and experiences. Metrics and facilities are important but secondary to narrative.
  3. Use Peer Voices: Students speaking in their own words are more relatable and persuasive than scripted lines from staff.
  4. Repurpose and Optimise: Don’t let one shoot produce only one film. Create multiple assets tailored to each platform and audience.
  5. Measure and Adjust: Track engagement, enquiries, and conversions. Optimise distribution based on what resonates most.

Conclusion

The shift to short-form content isn’t a fad — it’s a strategic response to changing student behaviour. Institutions that embrace fast, authentic, multi-platform content, delivered in a way that aligns with prospective students’ attention spans, are seeing measurable results.

For admissions teams, the message is clear: short-form content works — and it should be a cornerstone of your recruitment strategy. By combining creativity, peer voices, and smart distribution, you can amplify your institution’s story and drive better outcomes for student applications, engagement, and ROI.

At Ardent, we help schools, universities, learning providers, and education brands craft these powerful stories — from films and podcasts to 360 tours and social content — and ensure they reach the right audience, producing measurable results along the way.

If you’re interested in exploring how short-form content can enhance your admissions campaigns, get in touch. Whether it’s strategy, production, or multi-platform distribution, we help education providers craft content that inspires, engages, and delivers results.

For years, video marketers leaned heavily on vanity metrics: impressions, views, and likes. While these surface numbers still have their place, they no longer tell the full story of impact. In 2025, marketers are moving beyond “views” and into a metrics era defined by attention, action, and ROI.

Here are the key performance signals shaping the future of video measurement:

1. Watch Time: The New Currency of Attention

A view means little if it lasts only three seconds. Watch time—how long a viewer actively engages with your video—has become one of the most valuable metrics. Platforms like YouTube, TikTok, and Instagram are prioritizing content that keeps viewers watching longer.

What to track:

  • Average watch time per viewer

  • Percentage watched (e.g., are people dropping off at 20 seconds or staying until the CTA?)

  • Total accumulated watch hours across campaigns

Why it matters: Longer watch times signal relevance and quality to algorithms, boosting organic reach.

2. Retention Rates: Holding the Scroll

Retention rates show exactly where audiences stop watching. This makes it easier to refine storytelling, trim unnecessary intros, and craft tighter hooks.

Pro tip: Many brands are analyzing second-by-second drop-off charts to edit content in real time and improve future performance.

3. Vertical Video Completion Rates

With short-form platforms dominating in 2025, vertical video completion rates are critical. TikTok, Instagram Reels, and YouTube Shorts reward content that viewers watch through to the end.

What to track:

  • Completion percentage across different formats (15s, 30s, 60s)

  • Cross-platform differences: what works on TikTok may underperform on Reels

4. Shareability: The Multiplier Effect

A share is worth far more than a like—it’s a signal of emotional resonance. Share metrics also extend organic reach without paid support.

What to measure:

  • Shares per 1,000 views

  • Save rates (bookmarks, favourites)

  • Duets, stitches, or remix stats on platforms like TikTok

5. Click-Through Rates (CTR): From Viewer to Visitor

Strong creative and clear CTAs drive CTR. Whether through clickable overlays, end screens, or captions, CTR connects awareness with action.

In 2025, look at:

  • CTR by placement (organic vs. paid, mid-roll vs. post-roll)

  • Mobile vs. desktop CTR differences

  • Interactive/shoppable video click-throughs

6. Conversions: The True ROI Signal

Ultimately, conversion metrics—signups, purchases, downloads—determine whether video content is driving real business outcomes. Advanced attribution tools in 2025 allow marketers to tie video views directly to sales pipelines.

Example: Shoppable videos on TikTok or Instagram can now track a full funnel: impression → engagement → click → purchase.

7. Engagement per Second

A newer but powerful metric: how much interaction (likes, comments, clicks, shares) a video drives relative to its length.

Why it matters: A 15-second clip that generates 200 comments is often more valuable than a 2-minute video with the same number. This levels the playing field between short and long-form content.

8. Budget Shifts: Smarter Spend, Leaner Production

As marketers demand clearer ROI, budgets are moving away from big, one-off productions toward modular content strategies:

  • Repurposing long-form into dozens of shorts

  • Leveraging AI to test variations faster

  • Investing in creators who already understand platform algorithms

Brands are spending more on media distribution and optimization than on flashy production alone, ensuring that every dollar contributes directly to measurable outcomes.

Key Takeaway

In 2025, the most effective video marketing metrics are those that connect attention with action. Watch time, retention, completion rates, and engagement per second prove you’ve captured interest. CTR, shareability, and conversions prove you’ve inspired action. Together, they create a full picture of ROI that goes far beyond vanity views.

Videographer London: A 2025 Guide to Finding the Right Filmmaker for Your Business

Intro

London is one of the most creative cities in the world. From tech start-ups in Shoreditch to financial powerhouses in Canary Wharf, businesses across the capital are using video to tell their story, engage audiences, and stand out in a crowded marketplace.

If you’ve just typed “videographer London” into Google, you’re not alone. Thousands of people make that search every month, often because they know they need video content — but aren’t quite sure whether a freelance videographer or a full video production company is the right fit.

This guide will walk you through everything you need to know about hiring a videographer in London in 2025 — the benefits, the pitfalls to avoid, how much it costs, and how to decide whether you need a one-person filmmaker or a complete production team behind you.

Why Hire a Videographer in London?

  • A thriving creative hub – London is home to some of the best creative talent in the world, which means you’ll find filmmakers with a range of styles, niches, and expertise.
  • Flexibility and speed – Many videographers are independent operators or work in small teams. They can often turn around simple projects quickly.
  • Professional quality – Even a single skilled videographer can deliver a huge jump in quality compared to filming on a phone or in-house.
  • Perfect for smaller projects – If you need a highlight reel, a short social video, or coverage of a small event, a London videographer is a great option.

Types of Videography Services in London

  • Corporate & Brand Films – showcasing your company’s story, values, and people.
  • Event Videography – capturing conferences, product launches, or client events (or weddings).
  • Promotional Videos – highlighting a new product, service, or campaign.
  • Social Media Content – short, engaging clips designed for TikTok, Instagram, or LinkedIn.

👉 For more inspiration, check out our blog on 10 Types of Promotional Video (many of the principles apply to businesses too).

How to Choose the Best Videographer in London

When you’re reviewing options, keep these essentials in mind:

  1. Portfolio & Style – Does their previous work match the look and feel you want? A polished brand film calls for different skills than a simple interview.
  2. Sector Experience – Have they worked in your industry before? A videographer who understands your world will capture it more authentically.
  3. Clarity of Brief – With most freelance videographers, you’ll need to do the heavy lifting: writing scripts, drafting interview questions, planning the shoot, and clarifying the story. If you’d like more support here, a video production company can provide strategy and creative direction.
  4. Editing & Post-Production – Some videographers only deliver raw footage or basic edits. Ask what’s included — will they handle colour grading, music licensing, subtitles, or motion graphics?
  5. Equipment & Logistics – Make sure they have the right kit — and backups. If their only camera fails, do they have another ready? Production companies usually bring multiple crew members and spare gear.
  6. Reliability & Contingency – If a solo videographer falls ill or can’t make it on the day, you may face delays or reshoots. Ask if they have a contingency plan for if this happens.
  7. Budget Transparency – Rates in London vary widely. An experienced videographer with high-end equipment will cost more than a newcomer — so make sure you know exactly what you’re paying for.

👉 For a deeper dive, see our guide: How to Hire a Videographer (Everything You Need to Know).

How Much Does a Videographer in London Cost?

Costs can vary significantly depending on experience, equipment, and the complexity of your project. As a guide:

  • Entry-level videographers: £300–£600 per day (basic filming, limited editing).
  • Mid-level professionals: £600–£1,200 per day (good kit, more experience, higher production quality).
  • High-end videographers: £1,200+ per day (extensive experience, top equipment, cinematic quality).

Bear in mind that these figures usually cover shooting time only. Videographers bill by the hour, typically working to a 10-hour day with overtime billed at 1.5x. Editing, motion graphics, music licensing, location hire, or additional crew will add to the overall cost. That’s why some businesses find a video production company more cost-effective — the full package is often built in, rather than billed as add-ons.

👉 If you’re weighing up costs, you might also like our blog: How Much Does Video Production Cost?.

Common Pitfalls to Avoid

Even with talented videographers, businesses sometimes run into challenges. Watch out for:

  • Not planning properly – Without a script or clear brief, you may end up with lots of footage but no story.
  • Expecting one person to cover all roles – Shooting, directing, lighting, and editing can be too much for one individual on complex projects.
  • Overlooking equipment needs – Some videographers don’t own specialist gear (like drones, gimbals, or lighting kits) and may struggle to hire it quickly. Confirm everything the day before your shoot.
  • Reliability issues – If a videographer cancels at the last minute due to illness or other reasons, you may face delays or have to reschedule. Unlike larger companies, most freelancers don’t have backup crew.
  • Choosing on price alone – There are huge differences in quality depending on experience, style, and equipment. The cheapest option may not deliver the professional results you need.

👉 Related read: The 25 Worst Things You Can Do When Commissioning a Corporate Video.

Videographer or Production Company: Which Do You Need?

A videographer is often the right choice when you need:

  • Simple events like product launches or networking sessions.
  • Filming interviews for internal use.
  • Quick-turnaround social media content where production value doesn’t need to be high.
  • Anything where you or your team can handle the planning, scripting, and direction yourselves.

A video production company may be the smarter option if you need:

  • Campaign-level content that aligns with business goals and drives ROI.
  • Creative development — storyboarding, scripting, and messaging.
  • Multiple crew members to handle cameras, lighting, and sound simultaneously.
  • High production value with motion graphics, animation, or complex edits.
  • Reliability — a team that can cover illness or technical issues without derailing your project.

👉 Check out our post: Videographer vs Video Production Company: Which is Best?.
👉 Or explore Video Production London: A Guide for International Brands Working with UK Partners for a broader view.

Final Word: Finding Your Videographer in London

Searching “videographer London” is a great first step — it means you’re serious about levelling up your brand’s content. For many businesses, a freelance videographer is exactly what’s needed. For others, especially those planning bigger campaigns, a video production company can provide the strategic insight, creative thinking, and production power to make sure your video doesn’t just look good, but actually works.

👉 At Small Films, we’re a London-based video production company helping businesses create content that ignites attention and delivers results. Explore our portfolio, check out our case studies, or get in touch to start the conversation.

Roundup: Looking for more? Explore our video production services, browse our portfolio, or check out our book Resonance on Amazon. Fill out the form on our contact page and start the conversation!

11 Corporate Video Mistakes You’re (Probably) Making — And How to Fix Them

Crafting a powerful corporate video is about more than flashy visuals — it’s about speaking to your audience, inspiring action, and reinforcing your brand’s authority. Yet too many businesses fall into common pitfalls that sabotage their video investment. Here’s how to avoid them.

1. No Clear Objective

Launching straight into production without defining a clear purpose is a recipe for failure. Are you promoting a product, supporting recruitment, engaging staff, or attracting investors? Without a clear goal, your video risks being directionless — confusing viewers and disappointing stakeholders.

Fix: Begin with a brief. Define your WHY, WHO and WHAT: who’s watching, what you want them to feel or do, and what success looks like (clicks, leads, awareness, etc.).

2. Trying to Say Everything

Lengthy, unfocused messaging loses attention fast. Cramming multiple themes — company history, team profiles, product specs — into one 90-second video leaves nothing memorable.

Fix: Pick one purpose per video. Keep solutions simple: one message, one target audience, one call-to-action. Need multiple goals? Create a mini-series or cutdowns from the same shoot.

3. Talking About Yourself Too Much

“Look at us!” isn’t a winning strategy. Audiences tune out when videos revolve around features, awards, or credentials — without addressing viewer needs.

Fix: Flip the lens. Start with audience pain points, then show how your brand solves them. Connect with viewer emotions before highlighting your strengths.

4. Over-Reliance on Scripts

Over-scripted lines can feel unnatural — especially with non-professional speakers. Rigid scripts kill spontaneity and emotional resonance.

Fix: Use bullet-point interview questions instead. Ask open-ended prompts like “Tell me about a problem we helped solve,” and let natural language shine.

5. No Story or Emotional Hook

Videos with no narrative arc — just a list of claims — fail to grab attention. Stories engage emotionally; facts alone don’t.

Fix: Structure each video like a story: setup → tension → resolution. Even a product demo becomes compelling if it solves a problem (e.g., “Before-film” vs “After-film”). Add character, conflict, and resolution.

6. Cutting Corners on Production

Poor lighting, shaky shots, or muffled audio immediately signal amateurism — cheapening your brand authority.

Fix: Invest in quality. Even a modest budget can go a long way with experienced crews. At Small Films, we emphasise strong lighting and crisp audio — essential ingredients for credible output.

7. No Visual Planning

Showing up without a visual plan leads to wasted time and inconsistent footage — often meaning you miss vital shots.

Fix: Always develop a storyboard and shot list. Map out what you’re filming, from close-ups to b-roll. It pays off on shoot day — and in the edit suite.

8. Underestimating the Time Needed

Rushed shoots show. Without a proper setup or time to warm up on-camera subjects, performances can feel stiff or unnatural.

Fix: Allocate adequate time. For testimonial videos, we recommend at least 45 minutes of interview time, plus 30–90 minutes for full lighting setup. This gives people space to relax and deliver with confidence.

9. Forgetting About Distribution

Even the best video fails if hidden away. Without a strategy, your film won’t reach the right viewers or drive action.

Fix: Plan distribution alongside production. Will it be a hero video on your homepage, a LinkedIn ad, email signature embed, or a pitch deck asset? Tailor formats — landscape, square, mobile crop — to each platform.

10. One-and-Done Thinking

Why limit your content to a single video? One shoot can yield multiple assets — from snappy cut-downs to still images, case studies, and quote cards.

Fix: Think multiplatform from day one. Record extra b-roll, plan short edits for social, pause for portraits. At Small Films, we routinely produce a suite of assets from a single video shoot.

11. Not Using a Specialist Partner

Generic agencies or production hobbyists may miss sector nuances: regulatory compliance, tone, storytelling rhythm, distribution needs. Your video deserves more than a one-size-fits-all approach.

Fix: Team up with a specialist video production company. At Small Films, our team understands the needs of our clients from global brands to startups — with hundreds of testimonial and corporate videos under our belt. We deliver to the highest standard, reliably, on time, to spec and in budget. So give us a shout if you want to talk video! 

✅ Bonus: Free Resources to Level-Up Your Video Strategy

🎬 Final Thoughts

Corporate video isn’t just an aesthetic asset — it’s a strategic tool that can attract talent, build trust, generate leads, and drive change. Avoiding these 11 common mistakes will help you produce videos that cut through the noise.

Let’s get it right. If you’re planning a corporate film, don’t just hire a videographer — partner with a specialist who knows your sector, your story, and how to make it stick. Need help? Contact Small Films — we’re ready when you are.

And if you are looking for really up your video game then why check out the Amazon bestselling book on video strategy “Resonance: Unleash your brands potential with video“