Must-Have Videos for Construction Marketing
If I had a dollar for every time I saw a firm share a new project with the same set of 3-5 photos on LinkedIn, I’d be too busy relaxing on a beach to write this article. Do I hate project photography? No. But let’s face it, every firm uses it the same way – safe, repetitive, and forgettable.
In a world where your audience is bombarded with content, standing out requires more than just good pictures… it demands storytelling – and that’s where video comes in. Videos have the power to showcase the nuances 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, educate, and inspire 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 video is worth a million. Photos and videos each have their strengths, but the contrast between the two is key when thinking about how to best represent your projects. Photography excels at capturing specific moments or details, providing clients with a snapshot of the final product. However, video goes a step further, telling the complete story behind the project. It can showcase not just the finished work, but the journey – highlighting the challenges, creativity, and problem-solving along the way. This dynamic, narrative-driven approach engages clients on a deeper level, leading them to connect emotionally and intellectually with your firm.
Now let’s dive into the elements that make video a more powerful storytelling tool, starting with how it enhances storytelling, demonstrates scale and scope, showcases process and expertise, and most importantly, brings a more human element into the mix.
Demonstrating Scale and Scope
While photos can only show so much, video brings a project’s full scale to life. Whether it’s a sweeping aerial shot of a construction site or a walk-through of a completed space, video offers a comprehensive view. It captures the dimensions, the craftsmanship, and the complexity in ways that photos simply can’t. This helps clients understand the true breadth of your capabilities and reinforces the value of the work you deliver.
Process and Expertise
Video not only showcases the final result but also gives insight into the entire journey that led to it. From the initial designs to the final touches, each phase can be captured, demonstrating the expertise behind the project. When we film for clients, we frequently encourage the business owner to share their experience working with the firm or have the project manager walk viewers through the process, explaining the project's intricacies. This personal touch adds depth to the story and helps clients connect with the firm's work.
This approach is especially useful for firms seeking new work. Hearing from a business owner provides potential clients with a real sense of what it's like to collaborate with the firm, offering valuable insights into the experience and building trust.
Humanization
At the heart of every project is a team of people, and video can highlight the human side of your firm. Showcasing your team at work, collaboration with project partners, or simply capturing behind-the-scenes moments creates a personal connection with your audience. Clients get to see the faces and personalities behind the projects, fostering trust and relatability. Humanizing your brand through video makes your firm more approachable and memorable, setting you apart in an industry often seen as impersonal.
Different types of videos
Through our experience working with AEC firms, we’ve learned which types of videos resonate most with clients and drive results. Whether you're capturing a project’s highlights or telling a full story, using the right format makes all the difference. Below, we’ve outlined the video types that work best for showcasing your work, connecting with your audience, and differentiating your firm in a crowded market. These are the formats we most commonly recommend to help firms elevate their content marketing and stand out.
Project Highlight
A Project Highlight Video is a 1-2 minute video featuring cinematic shots that showcase a space. Project Highlights are perfect for when there isn’t much to a project, but you still want to demonstrate the work completed. These videos don’t typically require a lot of planning or equipment – you can show up, capture beautiful shots, and edit them with some music and simple titles. These are great for sharing on your YouTube channel or your website to give a quick overview of a finished project.
Project Story
A 2-3 minute video that includes cinematic shots and interviews with project partners, highlighting the creation and development of the project. This is one of the most effective types of content for our clients. A Project Story often includes interviews with the business owner or the firm’s project manager, who share insights about the process, challenges, and successes.
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 YouTube series “AEC All-Stars” to see an example.
Brand Impact Video
This is a 2-3 minute video that showcases the firm’s customer impact, special projects, and key details about the company through cinematic shots and interviews. Firms often focus on talking about their own processes and people, but a Brand Impact Video flips the script by combining several projects, experiences, and testimonials of clients and partners – all in one video.
These videos highlight the real-world impact your firm has on its customers, giving prospective clients (and the general public) an authentic look at the value you provide. You can also repurpose footage from different projects to create individual Project Stories or Highlights, maximizing the content you already have.
Reels / Short Videos
A 10-45 second video that is quick, engaging, and still shares meaningful content and unique shots. These short-form videos are ideal for building awareness on platforms like Instagram, TikTok, or Facebook. You can create long-form content like a Project Story and use short Reels or videos to drive traffic to your website or YouTube channel. Quick and impactful, these are the perfect way to maintain an active social media presence while consistently sharing valuable content.
By using the right type of video for each context, your firm can not only stand out but also communicate the full scope of your expertise and impact to prospective clients in ways that static images simply can’t.
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
Start here. YouTube is the most important place to house your videos. Everything is easier if you upload them here first, as it simplifies sharing across other platforms. Plus, YouTube’s search engine functionality gives your content more visibility. 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) 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.
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 video production tailored 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!
