The Core Videos Most Businesses Actually Need

Most businesses don’t need more video.

They need the right video.

Before trends, platforms, or posting schedules, there’s a simpler question worth answering first.

“What does someone need to understand before they trust us?”

For most businesses, the answer points to a small group of core videos that do the majority of the work. When these are clear, everything else gets easier.

The first is an About or Brand video.

This video is not about sounding impressive.
It’s about orientation.

A strong About video helps someone understand who they’re dealing with and how you approach your work.

A simple, effective structure often looks like this:

Who you are and who you serve.
The problem you see your customers struggling with.
How you think about solving that problem.
What it’s like to work with you.

For example, a well-executed brand video from a company like Airbnb rarely lists features first. It focuses on belonging, trust, and experience. Translated to a small business, that might sound like:

“We work with growing companies that feel stuck explaining what makes them different. Our role is to simplify the message, not complicate it. When clients work with us, they know what’s happening, why it matters, and what to expect next.”

No hype.
No buzzwords.
Just clarity.

The second core piece is a services or process video.

This one answers a question most businesses forget to address.

“What actually happens after I say yes?”

A strong services video walks someone through the relationship, not just the deliverables.

A clear structure might include:

What the engagement starts with.
What decisions the client will need to make.
How communication works.
What the typical timeline looks like.

An effective example sounds more like guidance than sales:

“Most projects start with a planning conversation where we align on goals and audience. From there, we schedule filming, handle post-production internally, and share drafts for feedback. Clients usually see their first cut within two weeks, and we build in time for thoughtful revisions.”

This kind of video quietly removes anxiety.
It sets expectations.
It saves time on sales calls.

The third foundational piece is testimonials or case studies.

The mistake here is asking for praise instead of insight.

The best testimonials tell a short story.

What the situation was before.
What hesitation or concern existed.
What changed afterward.

Companies like Salesforce rely heavily on customer stories because they make complex services easier to trust. On a smaller scale, an effective testimonial might sound like:

“We didn’t really know what we needed, just that our message wasn’t landing. The process helped us clarify things we’d been struggling to explain internally, and the video ended up being used across our website and sales outreach.”

Notice what’s missing.

No superlatives.
No exaggeration.
Just specificity.

Once these three pieces exist, short-form content becomes far easier.

Clips from the About video reinforce your positioning.
Soundbites from the services video answer common questions.
Moments from testimonials build trust quickly.

Instead of creating content from scratch every time, you’re supporting a message that’s already been thought through.

Most businesses do this backwards.

They start with short clips
before they know what they’re supporting.

That’s how content becomes scattered, inconsistent, or exhausting to maintain.

A small, clear foundation usually outperforms a large volume of disconnected posts.

If you’re unsure how your business would say these things on camera, that’s normal. Bluejay often helps clients shape the message first, long before filming begins. Clear examples and structure tend to unlock confidence and lead to videos that actually get used, not just posted once and forgotten.