"We made a beautiful video. It has 50,000 views. But it didn't sell anything."
This is the most common problem in content creation: creating content that people like, not content that sells. The difference is huge. And it can cost you thousands of euros.
In this complete guide, we show you how to create videos and photos that convert. Not "beautiful" content that doesn't generate results. Strategic content that increases sales, leads, and revenue.
1. The Difference Between Content that People Like and Content that Sells
First of all, let's clarify the fundamental difference:
Content that "People Like" (But Doesn't Sell)
- Aesthetically perfect videos but without a call-to-action
- Artistic photos that don't show the product
- Viral content that doesn't lead to conversions
- "Inspirational" videos without commercial value
Content that Sells
- Videos that show the problem and the solution
- Photos that highlight benefits, not just aesthetics
- Content with a clear call-to-action
- Video testimonials and case studies
- Content that answers specific customer questions
2. Why Video Marketing is Essential (2025 Data)
The numbers speak for themselves. Video is no longer optional:
- 85% of brands use video marketing
- Videos in emails increase click-through rates by 200-300%
- Landing pages with video convert 80% more
- Social media videos generate 12x more engagement than photos and text
- 92% of marketers consider video an important investment
But Beware: Not All Videos Work
The problem is that most videos are poorly made. Here's why they don't convert:
- Too long: 60% of videos are abandoned after 2 minutes
- No hook: They don't capture attention in the first 3 seconds
- No CTA: They don't tell the customer what to do next
- Too generic: They don't speak to a specific target
3. Types of Video Content that Convert
Not all videos are equal. Here are the types that convert best:
1. Video Testimonials
Customers trust other customers more than they trust you. Video testimonials are the type of content with the highest conversion rate.
Formula:
- Initial customer problem
- How you solved it
- Concrete result (numbers, if possible)
- Call-to-action
2. Tutorial / How-To Videos
People look for solutions. A video showing how to use your product/service builds trust and conversions.
Examples:
- "How to prepare [product]" (restaurant)
- "How to use [service]" (software/services)
- "How to choose [product]" (e-commerce)
3. Behind-the-Scenes Videos
Showing how you work, how you produce, and your team. This builds trust and differentiation. People buy from those they know.
4. Advertising Spot Videos
Short (15-30 seconds), direct, with a clear message. Perfect for Meta, TikTok, and YouTube ads.
Effective Spot Formula:
- Hook (first 3 seconds): Capture attention
- Problem: Identify the customer's pain point
- Solution: Show your product/service
- Benefit: What the customer gains
- CTA: "Book," "Order," "Discover"
5. Video Case Studies
Show concrete results. "From X to Y in Z months." Numbers convince more than words.
4. Professional Photography: When it's Needed and How to Use It
Professional photos are not a luxury. They are an investment that pays for itself. Here's why:
- Professional photos increase e-commerce conversions by 30%
- Products with multiple photos sell 58% more
- Quality photos increase trust by 67%
Types of Photos Needed
1. Product Photos (E-commerce)
- Front, side, and back shots
- Details (textures, materials)
- Action shots (lifestyle)
- Photos with reference dimensions
2. Food Photography (Restaurants)
- Dish photos from different angles
- Preparation photos (behind-the-scenes)
- Ambiance photos (restaurant atmosphere)
3. Corporate Photos (B2B Services)
- Team photos
- Office/space photos
- Completed project photos
4. Hotel/Tourism Photos
- Room photos (various angles)
- Amenity photos (spa, restaurant, pool)
- Location/panorama photos
Common Photography Mistakes
- Generic stock photos: They look fake, don't build trust
- Low-quality photos: You look unprofessional
- Photos without context: They don't show how to use the product
- Too "artistic" photos: Beautiful but don't sell
5. Content Creation Strategy: Complete Plan
Creating content randomly doesn't work. You need a strategy. Here's how:
Step 1: Define Objectives
Every piece of content must have a clear objective:
- Brand Awareness: Making the brand known
- Lead Generation: Getting contacts
- Sales: Converting directly
- Trust: Building a reputation
Step 2: Know Your Target
Who is your ideal customer? What are they looking for? What problems do they have? Create content that answers these questions.
Step 3: Choose Channels
You don't need to be everywhere. Focus on:
- Instagram: Photos, Reels, Stories
- TikTok: Short, viral videos
- YouTube: Long-form videos, tutorials
- Facebook: Videos, photos, ads
- LinkedIn: B2B content, case studies
Step 4: Create an Editorial Calendar
Plan content in advance. Don't create on the fly. A calendar helps you:
- Maintain consistency
- Not forget important content
- Optimize time and resources
6. How to Create Effective Videos (Practical Guide)
Pre-Production
- Script: Write what to say (even for "spontaneous" videos)
- Storyboard: Plan your scenes
- Location: Choose environments that support the message
- Equipment: A modern smartphone can be enough, but an external mic improves quality
Production
- Lighting: Natural light or affordable LED lights
- Audio: External microphone or quiet environment
- Stabilization: Gimbal or tripod
- Hook in the first 3 seconds: Capture attention immediately
Post-Production
- Editing: Cut boring parts, maintain a fast pace
- Subtitles: 85% of videos are watched without audio
- CTA: Add a clear call-to-action
- Optimization: Correct format for each platform
7. Budget and ROI: How Much to Invest
Content creation can cost from €500 to €50,000+. Here's how to orient yourself:
Small Budget (€500-€2,000)
- Basic product photos (10-20 photos)
- Simple videos (smartphone + basic editing)
- Basic social media content
Medium Budget (€2,000-€5,000)
- Professional shoot (photos + videos)
- Professional editing
- Complete social media content package
Large Budget (€5,000+)
- Professional video production
- Multiple shoots
- Complete package for all channels
8. Common Mistakes to Avoid
These mistakes cost companies thousands of euros:
Mistake 1: Excessive Perfectionism
Waiting for the "perfect" piece of content means never publishing. It's better to publish "good" content regularly than "perfect" content rarely.
Mistake 2: Too Much Promotional Content
People don't want to be sold to, they want to be helped. Create content that provides value, not just promotion.
Mistake 3: Ignoring Data
Don't create content based on gut feeling. Analyze what works (engagement, conversions) and replicate what works.
Mistake 4: Not Optimizing for Platforms
A YouTube video doesn't work on TikTok. Every platform has different formats, durations, and styles. Adapt your content.
Mistake 5: No CTA
You create beautiful content but don't tell the customer what to do next. Every piece of content must have a clear call-to-action.
9. Case Study: How a Restaurant Increased Bookings by 150%
A restaurant in Milan had a problem: few online bookings. Here's what they did:
Strategy
- Professional shooting: dish photos + preparation videos
- Video testimonials from 3 satisfied customers
- Behind-the-scenes videos in the kitchen
- Ambiance photos (restaurant atmosphere)
Results
- Content used in Google Ads and Meta Ads
- Ads ROAS increased by 80% (more relevant content)
- Online bookings increased by 150%
- Investment ROI: 8x in 3 months
10. When to Hire Professionals vs DIY
Content creation can be done in-house, BUT:
DIY Works If:
- You have time to learn (editing, shooting)
- You have basic equipment (modern smartphone, lights)
- Your brand is "casual" and doesn't require perfection
- Very limited budget
Hiring Professionals Works If:
- You want professional results immediately
- You don't have time to learn
- Your brand requires high quality
- You want to maximize ROI (professional content converts better)
- You have a budget >€2,000
Conclusion: Content Creation that Sells
Content creation is no longer optional. It's essential. But not all content is equal. The difference between content that "people like" and content that "sells" is huge.
The key is to create strategic content with clear objectives, optimized for conversion. Not just "beautiful" content that doesn't generate results.
If you don't have the time or skills, a professional agency can help you create content that converts, not just content that looks good.
Want Content that Sells, Not Just Looks Good?
GENESIS AI creates professional videos and photos that convert. Shoot in 1 day, delivery in 7 days, ready for ads and social. Focused on results, not just aesthetics.
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