If you’re investing in video for your business, the hardest part often isn’t the filming, it’s knowing what kind of video you actually need.

Do you need a 90-second brand story for your website?
A series of snappy how-to videos for LinkedIn?
A full-blown case study to convince new clients you’re the real deal?

The problem is, most business owners know they need video…
But they don’t always know what format will move the needle.
So they either overthink it, or worse, they waste budget on the wrong thing.

First, not all video is created equal

Video isn’t one-size-fits-all. Just like you wouldn’t wear a tux to clean the garage, you shouldn’t use a cinematic brand film to answer FAQs on LinkedIn.

Each type of video has a purpose, a place, and a power.
Your job (or ours, really) is to match the right format to the right problem.

Here are 6 of the most effective video formats for B2B businesses:

1. Brand Story Film

Where to use: Homepage, About page, sales meetings, events
Purpose: Build trust, explain who you are, show what makes you different
Typical length: 1–3 mins
Best for: Website traffic, long-term brand building

These are the hero pieces. The ones with slow-motion shots, carefully chosen music, team interviews and story-driven structure. If you're trying to win hearts, this is the video you want.

Think: “This is who we are. This is why we exist. And here’s why you should care.”

2. Customer Testimonials / Case Studies

Where to use: Sales proposals, email follow-ups, website
Purpose: Build credibility and reduce buyer anxiety
Typical length: 60–120 seconds per video
Best for: Bottom-of-funnel conversions

These aren’t just “nice reviews”, they’re proof.
A good testimonial doesn’t just say “They were great!”
It tells a before-and-after story, with real metrics and real emotion.

Think: “Here’s what our customer struggled with, here’s what we did and here’s how it changed their business.”

3. Authority Content / Thought Leadership

Where to use: LinkedIn, YouTube, blog posts, newsletters
Purpose: Build trust, demonstrate expertise, educate
Typical length: 30–90 seconds (or broken down from a longer shoot)
Best for: Increasing engagement and brand recall

These are short videos where you, or someone on your team, shares genuinely useful insights. No sales pitch, just value.

We shoot a lot of these in batches using our Authority Video system: one morning in the studio, 20–30 useful clips, done.

Think: “Here’s how to solve this common problem in your industry.”

4. Explainers / FAQ Videos

Where to use: Website, onboarding emails, sales demos
Purpose: Save time, reduce confusion, support customer success
Typical length: 1–2 mins per topic
Best for: Support teams, sales enablement, customer onboarding

Instead of repeating yourself 20 times a week, let a video do it for you.
We’ve had clients create whole libraries of these to shorten sales cycles and improve customer experience.

Think: “Here’s what to expect before your first order. Here’s how our process works. Here’s what happens next.”

5. Short-Form Social Clips

Where to use: TikTok, Instagram, LinkedIn, Facebook
Purpose: Awareness, reach, lead generation
Typical length: 15–45 seconds
Best for: Staying visible, being shareable, boosting traffic

Fast, punchy, scroll-stopping.
This is where personality wins. The goal here isn’t to educate deeply, it’s to make people notice you and want to know more.

Think: “That’s smart.” “That’s funny.” “That’s relatable.”

6. Recruitment Video

Where to use: Careers page, job ads, social media
Purpose: Attract and retain the right talent
Typical length: 1–3 mins
Best for: Hiring for culture-fit, showcasing your team

The best people aren’t applying based on salary alone.
They want to know who they’ll work with, what it’s really like and why your company is worth their energy.

Video brings this to life in a way no PDF job spec ever could.

Think: “This is our culture. Here’s what it’s like to be part of it.”

So, which one do you need?

Ask yourself:

• Do we need to explain who we are? → Brand Story
• Do we need to build credibility and proof? → Testimonial
• Do we want to stay top of mind? → Short-form content
• Do we need to support sales or customer onboarding? → Explainers / FAQs
• Do we need to attract better people? → Recruitment video

You might need more than one, but you don’t need them all at once.
Start with the one that solves the biggest problem right now and build from there.

Real example: What this looks like in practice

A client came to us wanting “a brand video.”

After chatting, we realised they actually needed:

• A testimonial video to help their sales team close more deals
• A short FAQ video to reduce back-and-forth with new clients
• A series of Authority videos to help their marketing manager keep LinkedIn active

So instead of spending everything on one cinematic brand piece, we built a content kit that saved them time, boosted leads, and gave them real ROI.

That’s what happens when you match the right format to the right goal.

Need help figuring it out?

If you’re still not sure what format is best for your business, that’s okay.
That’s exactly what we help with at Two Krakens.

We won’t just throw cameras at the problem.
We’ll sit down, map out your goals and recommend the right kind of content for your strategy, audience, and budget.

Because at the end of the day, video isn’t just about pixels, it’s about trust.

If you’ve ever had a video made for your business, or even considered it, there’s a good chance you’ve heard phrases like:

• "We’ll shoot this in Log for more dynamic range."
• "We’ll grade the RAW footage in post."
• "We’ll export everything in Rec.709."

And if you’re sitting there nodding politely but thinking, “I have no idea what that means…” you’re not alone.

The world of video production is packed with technical jargon. But here’s the thing: you don’t need to be a filmmaker to understand the fundamentals. And once you do, it’ll help you ask the right questions, make better decisions and get more value out of your video investment.

So let’s break down three common terms you’ll hear in video production: RAW, Log and Rec.709.

Why this matters to your business

Before we go deep, let’s be clear on one thing:

These terms affect how your video looks, how flexible it is in post-production and how long it takes (or costs) to get it looking its best.

So even though they might sound technical, they impact real-world things like:

• Your brand colours looking correct
• Whether skin tones look natural (especially if you are on camera)
• The time and budget needed to edit the video
• Whether the video feels cinematic or a bit flat
• The quality of your content across different platforms

What is RAW video?

Let’s start with the highest-quality, most flexible format: RAW.

The technical bit:

RAW is uncompressed and unprocessed data from the camera sensor. Think of it as a digital negative, similar to how old film cameras worked.

• No baked-in contrast or colour
• Preserves maximum detail in highlights and shadows
• Files are huge, sometimes 5–10x bigger than standard video files
• Requires powerful computers and specialised software to edit
• Allows full control over white balance, exposure and colour correction after filming

What this means for business owners:

RAW is the closest thing you’ll get to having total creative freedom in post-production. It’s the format most used in cinema or high-end ads. But with great power comes great responsibility (and bigger file sizes).

If your brand is investing in a flagship ad campaign, a cinematic documentary, or evergreen content that needs to look flawless for years to come, RAW is a great option.

But for most day-to-day marketing content (podcasts, social clips, explainer videos), RAW is probably overkill.

What is Log video?

Next up is Log short for logarithmic.

The technical bit:

Log footage is compressed but in a clever way. It captures a wide dynamic range by flattening the image meaning shadows and highlights are preserved, but it looks washed out before editing.

Common Log formats include:

• Sony S-Log
• Canon C-Log
• Panasonic V-Log

Log footage requires colour grading, but not as much as RAW. It’s a good middle ground: smaller file sizes, faster workflows and still a lot of creative flexibility.

What this means for business owners:

Most of the content we shoot at Two Krakens especially interviews, brand videos and testimonials is filmed in Log.

Why?

Because it gives us the ability to:

• Match your brand colours perfectly
• Fix lighting issues
• Get consistent results across multiple cameras

You still get that polished, cinematic feel but without the time and resource demands of a full RAW workflow. It’s the smart choice for professional marketing content that needs to look great and be delivered on time.

What is Rec.709?

Finally, we’ve got the one most people are familiar with even if they don’t realise it.

The technical bit:

Rec.709 (short for ITU-R Recommendation BT.709) is the colour standard used for HDTV. Basically, it’s how your TV, phone and YouTube videos display colour.

• Images look colourful, high-contrast, and “done”
• Easy to edit or use straight out of camera
• Minimal flexibility what you shoot is mostly what you get
• Standard for web and social media content

What this means for business owners:

If you want quick-turnaround content that looks clean and vibrant straight out of the camera Rec.709 is perfect.

This is ideal for:

• Event coverage
• Short-form social videos
• Internal comms videos
• Behind-the-scenes or day-in-the-life content

The trade-off? You lose some flexibility. If your lighting was off or someone’s face is too bright or dark, there’s only so much that can be done in post.

Still confused? Think of it like this…

Let’s compare it to baking:

Format	Like…	Editing flexibility	Time to finish	Best for…
RAW	Buying all the ingredients from scratch	Maximum	Long	Cinematic campaigns
Log	Using a pre-made baking mix	Moderate	Medium	Brand videos, interviews
Rec.709	Buying a ready-made cake	Low	Fast	Social content, quick edits

Which format is right for your content?

It depends on your goals, turnaround time and how polished the final result needs to be.

Here’s a quick decision guide:

Question	RAW	Log	Rec.709
Want maximum control over colour and tone?	✅	✅	❌
Need content fast?	❌	✅/❌	✅
Shooting for social media?	❌	✅	✅
Want cinematic brand storytelling?	✅	✅	❌
Working with limited budget/time?	❌	✅	✅

Visual example (before & after)

Imagine this:

• RAW: looks flat and grey in preview, but can be colour graded to look like a movie
• Log: looks washed out at first, but is easily shaped into a polished final image
• Rec.709: looks good straight away, but you can’t change much if it’s wrong

Why this really matters: Trust.

Yes, this sounds like techy stuff.

But in the world of branding and trust, how your video looks matters more than you think.

• Poor colour = lack of professionalism
• Bad lighting = distracting from your message
• Inconsistent visuals = broken brand trust

Choosing the right format isn’t just a production decision. It’s a strategic one.

At Two Krakens, we don’t just show up with a camera. We plan, shoot, edit, colour and deliver content that feels right, sounds right and earns trust with your audience every time.

Need help choosing?

If you're not sure whether your content should be shot in RAW, Log or Rec.709, don't worry. That’s our job.

But if you do want to understand it better, we’ll walk you through the choices, show you side-by-side footage, and help you get exactly what you need without overcomplicating anything.

Want us to handle it all?

We’re Two Krakens, a trust-focused video and content studio helping businesses in the West Midlands and beyond create standout content that builds credibility, sparks action and actually gets watched.

Whether you need a one-off shoot or a long-term video partner, we’ll make the process easy, creative and worth every penny.

Got a video idea in mind?
Let’s talk. We'll help you figure out if it needs RAW power, Log flexibility, or good old Rec.709 speed.