A Guide to Video for Interior Designers
While we work with many businesses and brands in the creative industry, over the years we’ve created a large client base in the home and design industry. The idea of home can mean many things to different people, but we have come to think of it as an intimate refuge and place of comfort. We have a special passion for telling stories of home and capturing the work of those who provide these beautiful and livable retreats for families.
There are endless ways to capture a project that sometimes it can feel paralyzing to think of where to start with video, or just content creation in general. A client will come to us and say, “I need video, but not exactly sure what that looks like for me. Where do you think I should start?” We love this question, because it allows us to dig into their business and marketing strategy to come up with a film package that works toward their goals. From our experience through the years, we’ve narrowed down a few specific goals that we’ve heard over and over from designer, as well as video strategies for each goal.
This Video Guide for Interior Designers gives a starting point for your video based on specific goals for your brand. While we created this specifically with designers in mind, we want to note that any of these can be applied to any brand in the home industry.
Goal: Brand Awareness
Branded Film
This is always a great starting point into video for your business. The Branded Film is a short 2-minute film that tells the story of your business through authentic interviews and cinematic behind the scenes footage. When placed on your website home page, it’s the perfect expression of your brand intentionally crafted into a beautiful film. Potential clients can learn about you and your team, how you work, what types of projects you take on, and anything else you want them to know before contacting your firm. This film does the initial work of attracting your ideal clients, so you can move beyond selling into the work that you actually love.
Benefits:
Elevate your brand.
Add a personal touch.
Attract ideal clients.
Capture the process.
Showcase your hard work.
Case Study: Alair Homes Houston Branded Film
Alair Homes Houston is a relationship-focused homebuilding company. Alair Homes is a unique model, because it is a franchise, however each location is a small locally-owned business. The challenge we faced with this film was to showcase the personal, local approach of the Alair Houston family while also enumerating the benefits of being a part of a larger organization. All in 3-minutes!
Best Use:
Embed on your website.
Share to Instagram & pin at the top of your feed.
Embed into your new subscriber welcome email.
Share in response to client inquiries.
Goal: Brand Collaborations
Short Documentary
Interested in partnering with your dream brand for a product line or collaboration? This high-end cinematic film nurtures the existing relationship to demonstrate your commitment, loyalty and love of their products. The Short Documentary explores a particular story more intimately, diving deep into a project to show how you used their products within your own style. This film is an authentic ode to their brand, illustrating your ability as an illustrious brand ambassador. Use it to introduce a new brand partnership or product line, as well as strategically highlight your brand for potential collaborations.
Benefits:
Showcase your commitment & genuine love for their brand.
Pitch your value as an elevated brand partner.
Demonstrate your ability to eloquently speak about their products.
Case Study: Benjamin Johnston x Chaddock Furniture
Benjamin Johnston showcases this River Oaks home, designed by his talented team at Benjamin Johnston Design. In partnership with Chaddock Furniture, he specifically highlights the custom furnishings by the distinguished furniture maker in the hopes of collaborating on his own furniture line in the future. Two years later, Benjamin’s team made that dream a reality with a beautiful line of bespoke pieces.
Best Use:
Share to Instagram as a Collaboration post.
Upload to your YouTube channel.
Embed into your weekly newsletter.
Share in a featured blog post.
Goal: Build Following & Increase Engagement
Film Subscription: Instagram
Need consistent elevated content that reflects the tone of your luxury brand? The Film Subscription provides professionally produced branded content for your business every month. Although the Film Subscription can be tailored to any of your needs, for this goal we recommend using it to create reels for social media. These 15-30-second vertical films can be used to capture products, finished home projects, or document behind the scenes of your business. We handle all production and editing of the content. All you have to do is add the trending audio of your choice. Remove the anxiety of content creation and focus on what you do best.
Benefits:
Set the tone for your luxury brand.
Share consistent content.
Attract ideal clients.
Inspire your audience.
Maintain relevance in a competitive industry.
Case Study: Arc Three Studio | Redstart Residence
A simple reel set to music, this video features the art-focused mid-century interiors of the Redstart Residence by architecture firm Arc Three Studio.
Case Study: Stetzer Builders | BTS of Finalizing a Home
This reel shows behind the scenes of finalizing a home with Stetzer Builders. We used audio, interviews and B-Roll footage to create a short yet robust look into the process of homebuilding.
Best Use:
Share as an Instagram Reel.
Run social media ads.
Feature in your newsletter.
Embed into a blog post.
Goal: Build an On-Screen Portfolio
Home Tour Films
Home Tours are the perfect way to show off a new project and establish a portfolio of on-camera work. There are a few different ways to do this. You can choose to do one general film about the home OR if you’re wanting more content, you can create a film for each room or theme (ie. lighting, fireplaces, etc.). In our opinion, getting as much content out of a project as possible is the best way to take advantage of a beautifully designed and perfectly styled home. This is the place to start finding your voice and honing in on your niche, while you build a body of work to pitch television producers.
Benefits:
Establish a portfolio for pitching a TV show.
Demonstrate your personality and unique point of view.
Highlight your ability to speak about design.
Build a loyal audience on YouTube.
Case Study: Oyster Creek Studios | Building Belt Project
Interior Designer Aryn Guillory takes us on a tour of the completed Building Belt Project, highlighting the client’s parameters as well as her unique styling of each space.
Case Study: Benjamin Johnston Design | Lighting
Benjamin showcases the many decorative light fixtures used throughout this Tanglewood home. Featuring his signature classic, cool curated style, Benjamin shares his how lighting can act as art within a space.
Best Use:
Submit to publication for a feature.
Create a Video Gallery page on your website.
Share on Instagram.
Upload to YouTube.
Feature in your newsletter.
While photos are gorgeous and versatile, a film gives life and a voice to the home. Homes are ultimately about people, so this is the perfect moment to use video to connect with others. We’ve seen firsthand that there are countless hours of hard work that go into a home. Getting as much content out of a project as possible is the best way to take advantage of that hard work. It's not just about the content though, it's about using it with an intentional strategy. While we all hear the message that video is powerful, we also believe that YOU are powerful. We are here to help you craft your message in a beautiful and engaging way that meets your goals. Whether that goal is to build an awesome client list, a loyal audience, a furniture line, or [insert your dream here].
Ready to get started? Reach out, we’d love to chat.