Video Production · Guide

Online Video Guidelines

Video is the highest-engagement content format available to businesses online, but most business video fails because it ignores a handful of basic principles. This guide covers what works, what does not, and how to produce video that earns its place in your marketing mix.

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Platform-native formats Scripted for conversion Drone and studio production

4K · Drone

More watch time

+120%

Social engagement

Drone footage

100%

Scripted and directed

Core principles

Video that actually performs

Hook in the first three seconds

On every platform, viewers decide almost immediately whether to keep watching. Open with a specific, concrete statement or visual that makes the rest of the video feel essential. Vague intros lose audiences before your message lands.

Format for the platform

Square and vertical video outperforms landscape on social feeds. YouTube rewards longer, more in-depth content. Each platform has different optimal lengths, caption requirements and thumbnail conventions that affect reach significantly.

Script before you shoot

Unscripted video almost always runs long and loses focus. A tight script is not a constraint on authenticity; it is respect for the viewer’s time. Even conversational-style content benefits from a clear structure and defined purpose.

Caption everything

Most social video is watched without sound. Auto-generated captions are a starting point, but professionally edited captions are worth the extra step for any video intended to represent your brand to clients or prospects.

Related services

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We produce scripted, platform-optimised video for businesses across the UK, from brand films to drone aerials.

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What clients say

Real reviews from real clients.

★★★★★ Rated 5.0 on Google

“★★★★★

Amazing experience with Amax Marketing! They built my self storage website and the process from start to finish was first class. I highly recommend them!

Grant Daniel Store Secure

We found Rahul and Terence to be knowledgeable, friendly and very helpful. When we have issues with our emails or website their response time has been very impressive, fixing the issue in great time.

Damian Mulhern Shield Self Storage

We've been working with the Amax team for a few years now for all things web design and development. Rahul, Naveed and Terence helped us build our website, set up pages with dynamic features, and source an event photographer. The communication is seamless and they're quick to troubleshoot. Great work!

Celia Illes ICFS

We worked with Amax to redesign the Sheeplands Self Storage website in 2024 and the whole experience was brilliant from start to finish. The team were helpful, communicative, and made the process really straightforward. They also hosted our site for a couple of years.

Sophie Baker Sheeplands Storage

I honestly cannot recommend this company enough. From the start, Rahul and Terence have been brilliant to work with. Communication has been excellent throughout, with quick responses, regular updates and a WhatsApp group that made everything really easy.

Idris Purple Monkey Self Storage

Strong knowledge, results-driven. Worked with Amax for nearly 3 years now, results keep moving in the right direction. Recommend!

Elyas Coutts Client

I've worked with Amax for several months now and I've been super impressed by their attention to detail, dedication, approachability and professionalism. Would highly recommend them.

Laura Alderson JF Hudson

Amazing experience with Amax.

InDesign Showroom London InDesign Showroom

We had a great experience working with Amax Marketing. Rahul, Terence and Christopher were extremely helpful and responsive throughout, making everything very straightforward. Nothing was too much trouble. We're really pleased with the final result and would highly recommend them.

MidWales Storage Self storage

Our experience with Amax has been fantastic. They made us a fantastic website for our self storage site to operate from. The response on tasks and customer care has been brilliant. Truly a 10/10 business to work with!

George Goodson Self storage

Professional, quick and friendly service, delivering exactly what was requested and on time. Couldn't have asked for more! Very happy with the results and to work with the whole team. Cheers guys!

Samer Ebbini Client

We've worked with Amax for the past few years and have a great, collaborative relationship. Their communication has been fantastic and they're always open to new ideas, delivering on what they say they'll do with quick turnarounds.

Joshua Webb Client

We're thrilled with the website Amax Marketing created for Orange Box Self Storage. It's professional, visually stunning, and perfectly optimised for SEO. Their customer service has been outstanding, always responsive and genuinely invested in our success. We can't wait to continue our partnership with ongoing SEO and PPC campaigns.

Binder B Orange Box Self Storage

Rahul and the AMAX team have been working on our website for the last couple of months, and I have been very impressed with the results! They have been re-designing parts of the site and adding SEO, and we've had a lot more traffic to the site as a result. We look forward to seeing even more results in the future!

Emily Bibb Client

Rahul and his team have recently begun re-designing and re-building our website in preparation for SEO work, and so far it has been fantastic! Really impressed with how quickly they got to grips with what we're about and what we want to achieve. Excited to see the final result!

Sean Kelly Client

The team is very supportive, creative and organised when it comes to our marketing calendar. They take our views and needs into account and always find a way to 'translate' them into marketing terms.

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