The Videos Every Marketing Leader Should Prioritise This Year
I hear from many business owners and marketing teams that they feel like they are producing a lot of video content, but are not seeing the return they expected.
In this context, the issue is not a lack of intention, but rather strategic execution.
When video is created without a clear strategic role, it becomes more noise in an already croweded digital world. When it is designed to tell the right part of your brand story, it becomes a growth asset. At Fixon Media Group, we consistently see five types of strategic videos outperform everything else.
They are all examples of brand story films. They all connect emotionally. And together, they do the heavy lifting across the customer journey.
1. Educational Video
An educational video helps people understand who you are before you ask them to trust you.
This type of video explores where your organisation came from, how your product or service is delivered, and what makes your approach different. It often includes behind the scenes insight that builds credibility and transparency.
For potential customers, especially in sport, tourism, and education, this video removes uncertainty. It answers unspoken questions and positions your organisation as confident and capable.
Educational videos support growth by shortening the consideration phase. When people understand you sooner, they move forward faster.
An example of an educational video is our very own Fixon Media Group website video. Have a watch below.
2. Raising Awareness Video
Not all video is about selling. Some of the most powerful work is about alignment.
A raising awareness video focuses on a core belief or value your organisation holds. The goal is to attract like minded people who see the world the same way you do.
These customers are often your strongest advocates and longest term supporters. They are easier to convert and more likely to stay.
When done well, this type of video builds brand affinity at scale. It improves campaign performance by ensuring the right audience leans in, not just a large one.
However, it is important to not let your brand overshadow your core value or belief. The aim is to not flaunt your organisation through raising awareness – customers see straight through that (there are many examples of where businesses have been caught out). Instead, focus purely on raising awareness and you’ll naturally attract like-minded customers.
3. Social Proof Video From The Customer Perspective
This is where emotional impact really matters.
A customer perspective social proof video goes far deeper than a standard testimonial. It explores how your organisation has genuinely changed someone’s experience, outcome, or confidence.
In sport and education especially, this might mean improved performance, stronger community, or a renewed sense of belonging. In tourism, it could be about connection, memory, or meaning.
These videos influence decision making because they make the outcome feel real. They directly support enquiries, memberships, and bookings by helping people see themselves in the story.
4. Social Proof From A Business Perspective
Often paired with the customer story, this video looks at impact through your own organisational lens.
It might include program leaders, partners, or stakeholders explaining what changed, why it mattered, and how success was measured. It is similar to a case study video, however the focus is still emotional, grounded in real world outcomes.
Together, customer and business perspective videos create a powerful narrative. One shows how it felt. The other shows why it worked.
For larger organisations, this combination builds trust across multiple stakeholders, from end users through to decision makers.
We combined both perspectives during a recent project for SPORTENG, which you can watch below.
5. Promotional Brand Story Video
This is the most creative and often the most ambitious piece.
A promotional brand story video shares who you are without being transactional or in the face of the audience. It relies on storytelling, tone, and emotion rather than direct messaging.
These videos usually come with a higher investment, but their impact is long term. They are used across major campaigns, partnerships, and brand moments.
When done well, they elevate perception and create memorability. That has a direct effect on preference, loyalty, and long term growth.
A great example of the promotional brand story video, is this piece below we produced for the Victorian Athletic League.
Why These Videos Matter Together
Individually, each of these videos plays a role. Together, they form a complete brand story system.
They educate. They attract the right audience. They build trust. They reduce hesitation. And they create emotional connection at scale.
At Fixon Media Group , every one of these videos is something we produce regularly because we see the results they drive. Not vanity metrics, but real outcomes like increased participation, stronger memberships, and improved conversion.
If you are planning video this year, the most important question is not how many videos you should create. It is which part of your brand story your audience needs to hear next.
Want Some Help In 2026?
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 2026, feel free to get in touch with our Melbourne based video production team.