5 Strategic Videos Every Organisation Should Have
Most organisations are already using video in some way. But often, their video library is patchy, inconsistent and created without a clear sense of direction.
They might have a highlight reel. Maybe a few social clips. Possibly a testimonial tucked away. But they’re missing the five core videos that actually move the needle on growth, sales, memberships, recruitment, or visitor numbers.
When these five are in place, video stops being “content” and becomes a real business asset.
Here are the five videos every organisation should have.
1. Testimonial Video
Nothing beats real customers speaking in their own words.
Written testimonials are good, but anyone can type out a nice sentence. When your customers are on camera, sharing their story, showing their personality, and explaining the difference your organisation made, trust skyrockets.
Testimonial videos are powerful because:
- They fast-track credibility.
- They reduce objections.
- They give your sales team social proof they can use on your website, in proposals, and across campaigns. (Particularly important in B2B environments, but equally as important for winning over uncertain B2C customers.)
If you’re not using testimonials in video form, you’re asking prospects to take your word for it. That’s a far harder sell.
2. Welcome Video
Your website has only seconds to make a first impression. A welcome video does the heavy lifting.
This 60–90 second video sits on your homepage (commonly above the fold) and answers three questions quickly:
- Who are you?
- What do you do?
- Who do you help?
It’s short, sharp, and inviting. Think of it as a handshake for new visitors, a way to build confidence so they stay, click, and enquire.
An important thing to remember with a welcome video is that most people won’t watch it. But, the people who do buy from you, will watch it.
We use a welcome video on our own site for this exact reason. You can see it here:
3. Case Study Video
Case studies are one of the most versatile tools you can have.
In B2B, they showcase the results of a project and give prospects confidence you can deliver. In B2C, they highlight the real impact you’ve had on people’s lives.
Case study videos work brilliantly in:
- Website sales pages
- Sales conversations.
- Tender submissions.
- LinkedIn campaigns.
They’re not just stories, they’re proof points. They show exactly what outcomes you’ve achieved, which is what decision-makers care about most.
At Fixon Media Group, we created a case study film, mixed in with a testimonial video, for SPORTENG to showcase their stunning development at Peninsula Grammar, whilst also highlighting the formidable bond they have with their client. Have a watch here.
4. Brand Story Film
If the welcome video is the handshake, the brand story film is the conversation that follows.
This is where you go deeper. It’s longer form, emotion-driven storytelling. Instead of facts and figures, it focuses on why you exist, what you believe in, and the impact you’re making.
When done well, a brand story film builds loyalty. It makes your organisation memorable. It’s the kind of video people don’t just watch, they share.
There are actually 5 different types of brand story films. Read my recent article to delve into each different type and how they impact your business growth.
5. Recruitment Video
Attracting the right people is one of the biggest challenges for any growing organisation. A recruitment video can help.
Instead of relying on job ads and position descriptions, a recruitment video shows potential employees what it feels like to be part of your team. It communicates your culture, your purpose, and the opportunities you offer.
The right video will attract people who align with your values, and just as importantly, it will repel those who don’t. That means better-fit hires and less turnover.
I craft recruitment videos in a similar manner to a brand story film. It is story driven and emotively captivating. Like in a brand story film, a recruitment video is all about connecting with the viewer to compel them to take action (express employment interest).
So the filmmaking marketing principles are the same, it’s just the target viewer is a potential staff member rather than customer.
Bringing It All Together
Most organisations might have one or two of these videos already. But very few have all five working together.
When they do, they experience a massive growth shift. Video is no longer just content to fill a channel. It becomes a true strategic asset that supports every corner of the organisation; sales, marketing, recruitment, and brand.
The question to ask is simple: which of these five do you already have, and which are you missing?
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.