If you're not using video today, you're telling your story with one hand tied behind your back. In 2026 the average person in the Netherlands watches more than 100 minutes of video a day online. How do you deploy video strategically for your brand?
Why video is so effective
Video combines image, sound, motion and emotion in a format that holds attention like nothing else. A few figures that underline its importance:
- Visitors spend 2.6 times longer on average on a page with video
- Video on a landing page can lift conversion by 80%
- 72% of consumers prefer video over text to learn about a product or service
- Social media posts with video generate 48% more engagement
The 5 types of video every brand needs
1. Brand film: your brand story on screen
A brand film tells, in 60 to 120 seconds, who you are, what you stand for and what drives you. It's not a sales pitch but an emotional story that connects. A strong brand film earns its place on your homepage, on social media and in presentations. It's the film that makes people feel what you stand for.
2. Testimonials: let your customers speak
Nothing is as convincing as a satisfied customer sharing their experience. Video testimonials feel more authentic than written reviews and build trust instantly. Keep them short (60 to 90 seconds) and let the customer explain, in their own words, what the collaboration delivered.
3. Production or process film
Show how you work. Behind-the-scenes content humanises your brand and gives potential clients a glimpse of your approach. This type of video works excellently for agencies, craft businesses and makers.
4. Knowledge content: thought leadership
Share your expertise through short educational videos. Tips, explanations, analysis. This type of content positions you as an authority in your field and attracts organic traffic. Ideal for LinkedIn and YouTube.
5. Social-first content
Short, punchy videos made specifically for Instagram Reels, TikTok or LinkedIn. Vertical format, subtitled, and designed to grab attention within the first three seconds. This is your everyday visibility.
Video and brand strategy: the connection
The difference between an effective video and a video nobody remembers lies in the strategy behind it. Before you pick up a camera, you need to know:
- Who is your audience? Tone, style and platform all depend on who you want to reach.
- What's your core message? Every video should tell one clear story.
- Where in the customer journey is the viewer? A brand film works differently from a product demo.
- How does it fit your visual identity? Colours, typography and visual style must stay consistent with your brand.
A video without strategy is entertainment. A video with strategy is a business asset that delivers measurable results.
Practical tips for video marketing
- Invest in quality: your video represents your brand. Poor quality suggests a poor product. That doesn't mean you need a Hollywood production, but professional image, sound and editing make the difference.
- Start with a plan: build a content calendar of videos for the next 3 to 6 months. Think in series, not one-off clips.
- Always subtitle: 85% of social video is watched with the sound off. Subtitles aren't optional, they're required.
- Repurpose your content: a 10-minute interview yields dozens of short clips for social, quotes for your blog and audio for a podcast.
- Measure and optimise: analyse views, watch time and engagement. Learn what works and adjust your strategy.
Getting started with video
Video doesn't have to be complicated. Start with a clear plan, invest in one good brand film and build your video library from there. At Sircle Agency we produce videos that aren't just beautiful, but work strategically for your brand. Get in touch to discuss the possibilities.
