Video Production for Business: Image Film, Commercial & Social Media — What Do You Actually Need?
When companies contact a video production agency for the first time, they often don't know exactly what they need. "We want a video" — but which format? For which channel? With which objective? This article helps you make the right decision before you request your first quote.
The image film: who are you?
The image film is the staple of corporate communication. It doesn't answer a product question — it answers a deeper question: who is this company, and why should I trust them?
A great image film shows people, not products. It conveys culture, attitude, and energy. It's the video that works on your website homepage, runs on your trade show screen, and convinces investors.
Length: 2–4 minutes for the main film. Typical budget: €5,000–€15,000. Target audiences: potential clients, talent (employer branding), investors, media.
The commercial: what do you offer?
The commercial is conversion-focused. It advertises a specific product or service with a clear call-to-action. Every creative decision serves one goal: telling the viewer what to do next.
Modern social media commercials differ significantly from classic TV spots. They're shorter (15–60 seconds), start immediately with the core without an intro, work without sound (subtitles are mandatory), and are optimised for mobile first.
Typical budget: €3,000–€30,000+ depending on complexity. For startups, we recommend starting with a 30-second social media spot from €1,500.
Social media content: what happens daily?
Image films and commercials are investments that last months. Social media content is daily operations. It keeps your brand visible, builds community, and creates the touchpoints from which clients emerge.
Effective social media content for businesses isn't advertising — it's value. Behind-the-scenes, employee portraits, process videos, short tips from your field. Content that interests people before they want to buy.
studio XEPHA develops monthly content packages for businesses: strategy, production (video, photo, graphic), publishing, and reporting — all under one roof.
The explainer video: how does it work?
Explainer videos are the underrated format in B2B. They answer the question "How does this work?" — in 60–120 seconds, with animation, screen recording, or live action.
When does an explainer video pay off? When your product or service requires explanation. When your sales presentations always have to cover the same basics. When your conversion rate on the product page falls short of expectations.
A great explainer video replaces 20 PowerPoint slides with 90 seconds no one looks away from.
Our recommendation: how to prioritise as a business
New company, first video: start with a social media spot. 30–60 seconds, clear offer, clear CTA. Budget: €1,500–€3,000. This delivers results quickly and gives you material for ads and organic.
Company with initial growth: invest in an image film. This is your long-term business card — it pays off over months and years.
Growing company: combine image film, product videos, and regular social media content. This is the framework that builds sustainable visibility.
We help you decide. Contact us for a free initial consultation: [email protected]
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