We are back with the third of our insider guides to making video work for you and your business.

3. Drama

This might sound a bit off-the-wall, but a short drama can create a real emotional connection that other types of video may struggle to do. It requires a lot of thought and planning, but the payoff is great.

Bear in mind that a lot of TV adverts use actors to tell a story about the product all the time. Take the famous Sainsbury’s 2014 Christmas Advert featuring soldiers from the First World War.

It was a two-minute movie with cinematic shots, detailed sets and period costume.

You don’t, however, need a Hollywood budget these days to create something just as powerful.

Pros: Eye-catching and memorable, making you stand out from the crowd
Cons: Can be expensive, but as with most things a bit of planning and creativity can keep budgets low