Frequently asked questions

A minimum professional kit includes a camera or high-end smartphone (iPhone 14+ or a mirrorless camera), a lavalier or shotgun mic for clean audio, soft LED lighting and a tripod. Audio is the most critical factor: a video with average images and perfect audio looks more professional than the other way round.

An effective script has four parts: 1) Hook: state the problem or promise the result in the first 10 seconds; 2) Development: explain the solution clearly and in a structured way; 3) Proof: testimonials, data or a demo; 4) CTA: one single, clear action. A script should be written to be spoken, not read.

Subtitles are the transcript of the video's audio shown as on-screen text. They improve SEO because Google can index that text. They improve accessibility for people with hearing impairments.

Motion graphics is the animation of graphics, text and data. It is used to explain abstract concepts, show statistics visually, create brand intros and overlay information on the video. It is especially effective in explainer, financial, technology and educational videos where complex data has to be visualised.

360° video lets viewers control the viewing angle in any direction. It makes sense for spaces where an immersive experience is the differentiator: hotels and restaurants, events and concerts, real estate and architecture, museums and heritage, and sports centres. YouTube and Facebook play 360° video natively.

Today's minimum standard for professional production is Full HD (1920×1080px, 1080p). For YouTube SEO and television, 4K (3840×2160px) is recommended because YouTube compresses high-resolution native videos less. For Reels and TikTok, the ideal format is vertical 1080×1920px. Audio should be at least 48kHz, clean stereo or mono.

Storytelling in a corporate video uses the narrative of a story (character, problem, solution, transformation) instead of a list of features. The founder's story or a real client's story are the most effective.

A brand film is a cinematic video of 2 to 5 minutes that conveys a company's values, vision and culture. It doesn't sell a product directly but the brand's identity. It is used for rebranding, company launches, attracting investors or long-term brand positioning campaigns.

Reels are short vertical videos of up to 90 seconds with the greatest organic reach on Instagram. Unlike regular posts, Reels are shown to users who don't follow you, so you can reach new potential customers without spending on ads. They are especially effective for local businesses.

TikTok for Business is TikTok's advertising platform, but for organic content the most effective approach is creating native videos that fit the platform's style: dynamic, with music, trends and vertical format. TikTok's algorithm doesn't favour accounts with more followers, which gives any business a chance to go viral.

To maximise reach on LinkedIn, always upload the video directly rather than sharing a YouTube link.

Engagement includes likes, comments, shares, saves and watch time. The YouTube and social media algorithms read engagement as a signal of content quality and show it to more people. Explicitly asking viewers to comment or share significantly increases engagement.

Instagram has its own search engine where users search by keyword. Using the keyword in the Reel's title, the caption, the video subtitles and as on-screen text improves visibility in Instagram's internal search and on the Explore pages.

Virality combines strong emotion (humour, surprise, inspiration), a hook that grabs attention in the first 3 seconds, content with real value or entertainment, an implicit call to share and the timing of publication. There is no guaranteed formula, but these elements maximise the chances.

Social media video can include calls to action to visit the physical business, show experiences that create FOMO, publish offers exclusive to followers and use geotagged locations to reach nearby users. Reels with trending music and content from your premises build very effective local brand awareness.

The key KPIs for business Reels are: reach (unique accounts), plays (total views), retention rate (% completed), saves (high intent) and profile visits generated. Comments and shares are signs of quality engagement. Profile visits correlate directly with new followers and website visits.

Users search for recommendations, recipes, tips and information directly on TikTok, especially under-35s. TikTok SEO means saying the keyword in the first seconds of the video, and including it in the on-screen text and the caption.

TikTok is especially effective for restaurants: videos of dishes being prepared, the atmosphere, customer reactions and the chef's secrets go viral easily. Many restaurants have been full for weeks thanks to a single viral video. Posting 3-5 TikToks a week with trending music and local food hashtags maximises reach.

A well-optimised video can start appearing in YouTube search within days, but solid rankings come after 4 to 12 weeks depending on keyword competition, posting consistency and early engagement signals (likes, comments, watch time).

YouTube SEO optimises the title, description, tags, chapters, transcript and user behaviour (retention, likes, comments). Google SEO for video focuses on VideoObject schema markup, loading speed and the relevance of the page where the video is embedded.

For YouTube SEO the ideal length is between 7 and 15 minutes, because it maximises total watch time, the most important ranking factor.

The thumbnail is the video's preview image and the factor with the biggest impact on click-through rate (CTR). A high CTR tells YouTube's algorithm that the content is relevant, so it shows it more. A good thumbnail has contrast, a visible human face, readable text and visual consistency with your brand.

The description should include the main keyword in the first two lines (visible without expanding), a detailed summary of the content, timestamps (chapters), relevant links and hashtags. The first 150 characters are crucial for SEO. A complete description helps YouTube understand the video's context.

Retention is the average percentage of the video that users watch. It improves with a strong hook in the first 30 seconds, a clear content structure, a dynamic editing pace and promises at the start that are delivered at the end.

CTR (Click-Through Rate) is the percentage of people who click on your video when they see it in suggestions or search. It improves with attractive thumbnails, titles with numbers and high-impact words, and by testing different thumbnails with YouTube Studio's A/B test.

Yes, but adapted. A horizontal YouTube video can be reframed vertically for Reels and TikTok, with subtitles added and the pace of the first 3 seconds re-edited. Smart production plans from the start how to adapt content to several formats, maximising the return on the production investment.

YouTube Shorts are vertical videos of up to 60 seconds inside YouTube. They have their own discovery feed and reach new users regardless of channel size. They are a quick way to gain subscribers and visibility and then send them to long videos with more SEO value.

Chapters are timestamps in the YouTube description (format 0:00 Title) that split the video into navigable sections. They improve the user experience, increase retention and let Google index each section individually, so it can appear in search snippets right at the relevant minute.

YouTube generates an automatic transcript for every video, which Google can index. Uploading a corrected manual transcript (SRT subtitles) improves accuracy and SEO because Google indexes that text and links it to the video's keywords. It is especially important for technical or specialised keywords.

Pillar videos are long pieces (15-30 minutes) that cover a topic in depth and become a reference on YouTube. From them you create shorter videos answering subtopics, Shorts highlighting key moments and Reels using fragments for social media, maximising the return on a single production.

Watch time is the total accumulated time users have spent watching a channel or video. It is the most important ranking factor in YouTube's algorithm because it shows the content is valuable. YouTube prefers to show videos that keep users on the platform for as long as possible.

To grow on YouTube from scratch: 1) Choose a specific, consistent topic; 2) Post regularly (at least 1 video a week); 3) Optimise the SEO of every video (title, description, tags); 4) Design attractive, consistent thumbnails; 5) Reply to every comment in the first few days to build engagement; 6) Promote each video on your other social networks.

A B2B YouTube channel publishes content aimed at buying decision-makers: success stories, client testimonials, product demos, comparisons with competitors, and industry guides and tutorials. The goal is not to go viral but to become the reference buyers check before making a purchase decision.

An omnichannel strategy starts with a long YouTube video that is then turned into: Shorts, Reels, LinkedIn clips, fragments for Twitter/X, subtitle images for Instagram, a blog article with the embedded video and a newsletter with the linked thumbnail. It maximises the return on each production by distributing it across every channel.

YouTube cards are interactive elements that appear while a video plays. They link to other videos, playlists or verified external URLs, and let you send traffic from YouTube to your website, landing page or online shop. Cards placed just before viewers might leave the video get the highest CTR.

Playlists group videos by topic and let viewers watch several videos in a row without interruption, increasing the channel's watch time. Playlists have their own SEO on YouTube and can rank independently. A good playlist structure is essential to organise a company channel and guide viewers through the content funnel.

Successful channels have: consistency (they post regularly without exception), a clear niche (they target a specific audience), SEO on every video (real keyword research, optimised titles and descriptions), consistent and attractive thumbnails, and genuine commitment to the audience (they reply to comments and listen to feedback). Production quality matters less than consistency.

A pillar video covers a broad topic in depth (the ultimate guide to X). Satellite videos answer specific subtopics and link to the pillar in the description. This video content cluster replicates on YouTube the topic-cluster strategy of web SEO, building topical authority that the algorithm rewards with wider distribution.

Video for SEO is audiovisual content optimised to rank on Google and YouTube. Google favours pages with embedded video, which increases time on page and reduces bounce rate, two key relevance signals that improve your business's organic ranking.

Videos posted on Google Business Profile appear directly in your Google Maps listing, increase visibility in the local pack and generate more clicks and interactions.

Tutorials and "how to" videos, product comparisons, video reviews and educational content work especially well for SEO because they directly answer searches with informational intent. Videos that solve a specific question and have high retention rank best.

Yes. Video increases time on page, reduces bounce rate and, if correctly tagged with VideoObject schema, can generate rich snippets in search results.

It is a JSON-LD code snippet that gives Google structured information about your video: name, description, duration, thumbnail and publication date. It lets Google show a rich snippet with the video thumbnail in search results, significantly increasing visibility and CTR.

Yes, if it is correctly embedded on the website with VideoObject schema, a transcript on the page and an optimised landing page. Google reads it as a positive quality signal.

A short video (30-60 seconds) thanking customers for their visit and asking for a review, sent by WhatsApp or shown at the counter, can triple the conversion rate of review requests. Combined with a QR code that goes straight to the Google form, it removes all friction from the process.

A heavy video can slow down the page and hurt Google's Core Web Vitals. The solution is to embed the video from YouTube or Vimeo (not upload it directly to the website), use lazy loading so the iframe doesn't load until the user reaches that section, and show a static poster image first.

Embedding an animated GIF of the video thumbnail in the body of the email, linked to YouTube, increases views. Email clients rarely play video directly; the goal is to take readers to the video on the platform.

Lead magnet videos (tutorials, guides, free masterclasses) are the most effective for capturing leads when combined with a form. On YouTube, cards and end screens send viewers to a landing page. On social media, videos that promise a downloadable guide in the bio convert very well.

Bing has its own video index and shows YouTube and Vimeo results in searches. The same YouTube optimisations (title, description, transcript) work for Bing. Bing also indexes videos on web pages with VideoObject schema. Although its share is smaller than Google's, optimising for it costs nothing if you already do YouTube SEO.

A video podcast is recorded in audio and video at the same time. The video goes on YouTube for SEO and reach; the audio on Spotify and Apple Podcasts. This dual strategy maximises reach with a single production. YouTube is the world's second-largest place for podcast listening, with an algorithm that favours long content.

Yes. The video should use lazy loading so it doesn't hurt PageSpeed, shouldn't autoplay with sound (it hurts the user experience) and should last 90 seconds at most.

Video retargeting shows ads to users who have already watched your videos.

Tutorials ("how to do X"), comparisons ("X vs Y"), guides ("the ultimate guide to X"), product reviews and videos answering specific questions like "what is X" bring the most organic traffic because they have strong informational search intent and Google shows them in featured snippets.

In Google Ads, video is used in YouTube campaigns: in-stream ads (before or during a video), bumper ads (6 non-skippable seconds) and Discovery Ads (on the YouTube home page). The most effective video ads have the hook in the first 5 seconds (before the skip button) and a clear CTA with an end screen.

Video for restaurants can show the atmosphere, how dishes are made and the team, creating desire and trust. A tour of the premises on Google Business attracts visits from Google Maps. Reels of dishes and preparation go viral without ads and turn followers into bookings.

Educational health videos are among the most searched content on YouTube and Google. A clinic can rank by answering patients' frequent questions, showing success stories (with permission), introducing the team and explaining its treatments. Video on Google Business builds trust before the appointment.

An online shop can multiply its conversions with product videos (how it works, how it's used, how it looks in person), unboxings, comparisons and customer testimonials.

An estate agency can rank on YouTube with property tours, neighbourhood guides and buying tips. Video on Google Business builds trust in the team and reduces friction at first contact.

A law firm can rank on YouTube by answering frequent legal questions (divorce, inheritance, employment), building trust and authority before the client needs to hire. Testimonial videos from satisfied clients (with permission) are especially effective in legal services, where trust is key.

A virtual tour of the hotel on YouTube and Google Business converts better than any photo because guests see the real space. Reels of guest experiences, a video of each room type and content about local activities rank the hotel in destination searches and bring direct bookings without OTA commissions.

Dealerships can produce test-drive videos, model comparisons, interior and exterior tours of every car for sale, maintenance videos and customer testimonials. On YouTube, car channels have huge audiences. On Instagram, Reels with engine sounds and spectacular shots go viral easily.

It should show the product in real use, its size with a reference, key features and what sets it apart from competitors. Amazon recommends 30-120 second videos in high resolution (1080p minimum), without background music and with subtitles.

An academy can produce short free classes on YouTube that show the quality of its teaching, tours of the facilities, student testimonials and results videos (employability, learning). Video ranks the academy for searches like "X classes in [city]" and lowers the barrier to enrolment by building trust in advance.

A lawyer can post videos answering frequent legal questions on YouTube and LinkedIn, comment on new legislation in short format for Reels and create guides on their specialities. This content ranks on Google for legal-advice searches and brings direct enquiries from prospects who already understand the service.

A dental clinic can publish before/after videos of treatments (with permission), address common fears about the dentist, explain procedures to reduce anxiety and show the technology in the surgery. This content ranks on Google for local searches and builds trust with patients looking for a clinic for the first time.

Architects and interior designers can post tours of finished projects, time-lapse videos of works, and design and materials tips on YouTube and Reels. Visual projects go viral especially well on Instagram. A YouTube channel with project case studies ranks in local searches for architects or renovations.

A gym can post workout videos, tours of the facilities, introductions to the trainers and members' transformation testimonials. Exercise Reels go viral easily and bring new followers. A video of the centre's atmosphere on Google Business increases in-person visits to see the space.

Agents who post tours on YouTube, present the neighbourhood and run live virtual viewings shorten the sales cycle and better qualify buyers who have already seen the property before the first contact.

An unboxing shows a product being opened for the first time, building anticipation and desire. It is one of the most searched formats on YouTube for technology, toys, cosmetics and fashion. Brands send products to creators for unboxings or produce them themselves as official channel content.

A consultant or coach can use YouTube to rank by answering their target audience's most common questions, publish client success stories (with permission), create free educational content that demonstrates expertise and use end screens to invite viewers to a free discovery session. Trust is the main buying factor in services.

Health professionals can create educational video content on prevention, healthy habits and descriptions of procedures (without showing sensitive medical images). They should identify themselves with their name and registration number, include disclaimers and never give individual diagnoses. YouTube and social media are effective channels to attract patients responsibly.

Beauty businesses are among those that work best on Reels and Instagram because their results are so visual. Transformation videos, style tutorials, team introductions and ambient Reels of the salon generate massive reach without advertising. On Google Business, a tour of the salon increases direct bookings.

Consistency matters more than volume. For YouTube, 2 to 4 videos a month is a sustainable pace the algorithm rewards. For Reels and Instagram, 3 to 5 a week maximises reach. On LinkedIn, 2 to 3 videos a week is optimal for B2B.

Video marketing is the strategy of using organic audiovisual content (YouTube, Reels, TikTok) to attract, educate and convert customers. Video advertising (YouTube Ads, Meta Ads) is paid content. Organic video marketing has a higher long-term return; advertising brings immediate results but stops when you stop paying.

It depends on the filming hours, the number of pieces, the editing and the deadline. Before we start we send you a fixed quote, with no surprises.

Video ROI is measured with Google Analytics (organic traffic, time on page, conversions), YouTube Studio (retention, impressions, clicks) and business metrics (leads generated, calls, in-store visits). Use UTM parameters in video links to attribute conversions correctly in your CRM or analytics.

An explainer video describes a product, service or process clearly and visually, usually in under 2 minutes. It works especially well for complex services (technology, insurance, consulting, health) where customers need to understand the value before converting.

A/B testing in video means trying two versions of one element (thumbnail, title, opening hook) to see which works better. YouTube Studio offers this feature natively. On social media, the same video is posted with different captions or at different times to find the best combination.

Yes. A video testimonial is more credible than text because you see the customer's body language, emotion and authenticity.

A product tour is a video that shows in detail how a product or software works, guiding the user through its main features. It is especially effective for SaaS and technology, where customers need to understand the interface before signing up or buying.

Live streaming on YouTube, Instagram or LinkedIn sends notifications to all your followers, and the algorithms favour real-time distribution. Companies use it for product launches, results presentations, webinars, Q&A sessions with customers and live demos.

An onboarding video guides new customers or users through their first steps with a product or service. It reduces doubts, support calls and early drop-off.

Employer branding videos show the working atmosphere, the company's values, employee testimonials and the hiring process. Published on LinkedIn and YouTube, they reduce hiring costs and attract candidates who fit the culture better. It is especially effective for companies competing for technical talent.

Animated video is more versatile (no actors, locations or crew needed), can illustrate abstract concepts and has a controlled production. Video with real people builds more trust, authenticity and emotional connection. Animation is recommended for complex products/services; for professional services and B2B, real people convert better.

Content repurposing is turning one piece of content into multiple formats. From one long YouTube video you get: clips for Reels/TikTok, quotes for Instagram Stories, a blog article with the transcript, a newsletter with the summary and a podcast with the audio. You can publish on 6-8 channels for the production cost of one.

An FAQ video answers customers' most frequent questions in audiovisual format. Google often shows them in the "Questions from users" section with a video snippet. They are long-lasting SEO content, answer direct search intent and reduce support enquiries at the same time.

Social proof in video shows that other people have already made the purchase decision and are satisfied: testimonials, success stories, customer counters or on-screen reviews. It is more effective than text because the viewer sees and hears real people. The human brain trusts video more than written text.

It lets you scale onboarding without repeating the same process, ensures consistent information and can be updated when procedures change.

The trends are vertical video as the dominant format, artificial intelligence in production and editing, interactive video with clickable elements, AI-generated content for mass personalisation and the integration of video into Google's generative search (SGE).

The first step is to define who you are talking to and what questions they ask before buying from you. Then choose a platform (YouTube if your audience looks for information; Instagram/TikTok if it is more visual and local). Start with 4 basic videos: a company introduction, an explanation of your main service, a success story and a frequent question. Consistency always beats initial perfection.