If I had a dollar for every time I saw a firm share a new project with the same set of 3-5 repetitive photos on LinkedIn, I’d be too busy relaxing on a beach to write this article. Does this mean project photography is ineffective? Absolutely not. But let's face it: firms tend to use it in predictable ways-safe, repetitive, and forgettable.
In a world where your audience is bombarded with content, standing out requires more than just well-shot photographs; it demands storytelling - and that’s where video comes in. Videos have the power to showcase the nuances and depth of a project, bringing to life the effort, expertise, and creativity behind every beam and brick.
But video is more than just hitting record; it’s about using the medium to connect with your audience, educate them, and inspire action in ways photos can't.
In this article, we’ll explore:
- Photography vs. Videography: When to use each and why
- Types of Videos: From project highlights to educational content
- Platforms & Usage: Maximizing impact across the right channels
Photography vs Videography
If a picture is worth a thousand words, a well-crafted video is worth a million. While photos and videos each have unique strengths, understanding their differences is key to showcasing your projects effectively.
Photography excels at freezing specific moments or details, providing clients with a clear snapshot of the final product. However, video goes further by telling the complete story behind a project. It can showcase not just the finished work but the journey—highlighting challenges, creativity, and problem-solving along the way.
This dynamic, narrative-driven approach engages your audience more deeply, creating an emotional and intellectual connection with your firm.
Let’s dive into what makes video such a powerful storytelling tool:
Demonstrating Scale and Scope
While photos are limited in capturing scope, video vividly brings a project’s scale to life. Sweeping drone shots of construction sites or immersive walkthroughs of completed spaces give clients a comprehensive view. This medium effectively communicates the craftsmanship, dimensions, and complexity of a project in ways photos simply can’t.
Process and Expertise
Video not only highlights the final result but also offers insight into the journey behind it. From initial designs to final touches, video captures each phase, showcasing the expertise and problem-solving required.
When filming for clients, we often encourage business owners or project managers to walk viewers through the process, sharing the project’s story and its intricacies. This personal touch adds authenticity and relatability, helping potential clients understand the firm’s work and trust its expertise.
This approach is especially valuable for firms seeking new clients. Hearing directly from satisfied clients about their collaboration experience builds credibility and trust.
Humanization
At the heart of every project is a team of dedicated individuals, and video provides a platform to highlight them. Showcasing your team in action, collaborating with partners, or sharing behind-the-scenes moments creates a personal connection with your audience.
This humanized approach makes your brand more approachable and memorable, helping your firm stand out in an industry that’s often seen as impersonal.
Types of Videos for Construction Marketing
Through our work with AEC firms, we’ve identified the most impactful video formats to help firms elevate their content marketing and stand out.
Project Highlight Video
A 1-2 minute Project Highlight Video uses cinematic shots to showcase a space, making it ideal for construction firms looking to highlight craftsmanship and completed work. These videos require minimal planning—capture stunning visuals, add music and titles, and you’re ready to go. Perfect for YouTube or your website, they offer a polished overview of completed work in an engaging format.
Project Story
A 2-3 minute video combining cinematic shots with client or project partners. A Project Story often includes interviews with the business owner or the firm’s project manager, who share insights about the project's challenges, successes, and value.
Sometimes, we opt for a more informal vlog-style walkthrough – think HGTV. This format not only showcases the work but also provides a deeper narrative that can help potential clients understand the value of your firm’s expertise. Check out our AEC All-Starts YouTube series for examples of this format in action.
Brand Impact Video
A 2-3 minute Brand Impact Video showcases your firm’s customer impact, key projects, and company highlights through cinematic visuals and client testimonials. By combining multiple projects, interviews, and testimonials, these videos offer an authentic view of your value while fostering trust and engagement.
You can also repurpose footage from different projects to create Project Stories or Highlights, maximizing the content you already have.
Learn more about effective branding by exploring our Top 3 Branding Tips for Construction Firms and Why Branding Matters in Construction.
Reels / Short Videos
Quick, 10-45 second videos designed for platforms like TikTok, Instagram Reels, and YouTube Shorts. These are ideal for capturing attention in seconds and directing viewers to longer-form content. These formats are designed to be fast, engaging, and sharable, making them perfect for building brand awareness and driving traffic to your website or YouTube channel.
You can re-purpose clips from long-form content like a Project Stories and use short short-form video content to help drive traffic to your website or YouTube channel.
Platforms and Usage
Choosing the right platforms to host and share your videos is just as important as creating the content itself. Through our work with AEC firms, we’ve found that starting with a solid platform strategy ensures that your videos reach the right audience and have maximum impact. Below are the key platforms we recommend and best practices for using each one.
1) YouTube
YouTube is the best platform to house your videos, simplifying sharing and boosting Google search visibility. As a Google-owned platform, YouTube videos rank higher in search results, driving traffic and expanding your reach.
You may need to enhance your channel with a professional banner, descriptions, and a featured video to improve the user experience and showcase your work effectively.
2) Website
Your website should host videos on each respective project profile page. However, instead of embedding the videos directly, we recommend publishing them on YouTube or Vimeo and linking them to your site. Embedding large video files can slow down your website, negatively affecting user experience and SEO performance. Linking out from the project profile ensures visitors can easily view your work without compromising site speed.
3) Project Proposals
In proposals, linking to the relevant project page on your website (which already contains the video) is a simple and effective way to showcase your work. Alternatively, you can link directly to the YouTube video. For printed proposals, including a QR code that directs users to the video is a smart way to incorporate digital content into physical formats, allowing easy access for decision-makers.
PRO TIP: Easily create a QR link for any webpage using Google Chrome. Just right-click anywhere on the webpage and select "Create QR Code for this Page".
4) Social Media
To drive users to your long-form videos, leverage short-form content like Reels. Reels should be vertical in orientation – 1350x1080 for LinkedIn and 1920x1080 for Instagram and Facebook. Never post horizontal videos on social media as they don't display well on these platforms. Use short clips to grab attention and direct viewers to your YouTube channel or website for the full video, making your content flow seamlessly across platforms.
Conclusion
Video is more than just content—it’s a tool to tell your story, showcase your expertise, and connect with your audience. Whether you’re highlighting a project, presenting your brand, or engaging through social media, using the right platform can make all the difference.
Ready to take your video strategy to the next level? Vnzo AEC offers tailored video production services for AEC firms, integrating content marketing, brand strategy, and social media to showcase your projects and engage your audience. Let us help you create impactful videos that resonate. Contact us today to get started!
