What types of content should my team record first?

Why start with a small set of foundational videos?

Many teams overthink their first video project, imagining they need an entire library before hitting publish. In reality, a handful of strategic videos can dramatically increase clarity on your website and lift conversions from visitors who are already curious. According to Gartner, buyers spend only 17% of their total purchasing time with sales—but they spend far more researching vendors independently, making clarity on your site critical.

Focusing on just a few videos prevents scope creep and helps you answer the questions buyers ask silently: What do you do? Why does it matter? How does it work? What will it cost? Creating content that answers these core queries ensures you deliver immediate value and reduce early friction.

Once your foundational videos are live, you build momentum. More importantly, you transform the site from static text into a guided, human experience—setting the stage for deeper interactive flows later.

Which video should absolutely come first?

Your homepage explainer should almost always be your first video. It’s the most visited page for most B2B sites, and research from Wistia and HubSpot shows that visitors are up to 2.6x more likely to engage when a clear, short homepage video is present. This video should explain what you do in simple, plain language and introduce the problem you solve.

A strong homepage explainer:

• Is 30–60 seconds long.
• Names the problem, the solution, and the audience.
• Uses simple visuals (product UI or talking head).
• Ends with a clear next step such as “See the product” or “Explore pricing.”

It acts as your website’s anchor, removing ambiguity about your offering and helping buyers quickly decide whether to explore further.

What should the second video be?

The next video should be a product walkthrough or micro-demo. Buyers want to see how your product works—not read about it abstractly. TrustRadius reports that 71% of B2B buyers say product demos are the most influential content when evaluating vendors. But on websites, long demos are overwhelming. That’s why a short, 60–120 second walkthrough works best: it shows real workflows and makes your value tangible.

To produce it quickly, follow this template:

• Show one or two workflows, not the entire platform.
• Demonstrate what makes you different—speed, simplicity, insight, automation.
• Use live UI rather than conceptual animations whenever possible.

This single video often drives the biggest improvement in your product-page performance.

Why is a pricing or “how it works” explainer essential early on?

Pricing pages are notoriously high-friction. Buyers want transparency, but most pricing pages only show tiers and features. A short pricing or “how it works” video adds clarity where buyers need it most. According to Gartner, unclear pricing is a top-three cause of stalled B2B deals.

A simple 45–90 second pricing explainer should cover:

• How pricing scales (per user, per usage, per plan).
• What’s included in each tier.
• Implementation expectations and typical timelines.
• Who each plan is best for (e.g., small teams vs. enterprise).

This video helps buyers self-qualify and reduces the number of pricing questions your sales team receives.

What types of videos work well once the foundations are in place?

After your core three videos are published, you can expand into deeper and more tailored formats. These videos help address role-specific needs, industry context, and late-stage objections—accelerating both inbound conversions and sales cycles. McKinsey reports that modern B2B buyers prefer to progress through the majority of the journey independently, so giving them the right on-demand content pays off quickly.

High-impact next-layer videos include:

• Role-based explainers: Create short clips tailored to marketing leaders, RevOps, founders, or end users.
• Industry-specific intros: Swap language and examples to match the environments of your key verticals.
• Customer proof videos: Short success snapshots are more believable than long case studies.
• Objection-handling videos: Security, ROI, integration, and implementation clips that calm concerns early.

As your library grows, interactive video becomes even more powerful—letting buyers choose the segments that matter most.

How should we organise video creation so it doesn’t overwhelm the team?

Teams often get stuck because they try to write scripts from scratch or record everything in one go. A better approach is to break the work into manageable steps. Start with simple scripts written in a conversational tone. Batch your recording session to capture all core videos in one environment and one sitting—reducing setup time and stress.

Use this workflow:

• Draft simple scripts using your existing messaging.
• Record all three core videos in one session.
• Edit lightly—your goal is clarity, not cinematic polish.
• Publish first, refine later based on data.

Tools like ReelFlow simplify this by letting you place videos inside guided, interactive flows—turning your library into a structured buyer journey rather than scattered assets.

FAQ

What if our team is camera-shy?

Start with screen-recorded demos or voice-over videos. You can introduce on-camera moments gradually as confidence grows.

Do we need professional production quality?

No. Clear audio, simple lighting, and good pacing matter more than studio polish, especially for early foundational videos.

Which video has the biggest impact on conversions?

Usually the homepage explainer or the product micro-demo, because they address the biggest clarity gaps for high-intent visitors.

Should we create long videos or short ones?

Short wins early—30–120 seconds is ideal for foundational content. You can add longer deep-dive content later for qualified buyers.