.jpg)
More Brisbane companies are investing in video than ever before, but simply producing content is no longer enough to stand out. The real challenge now is trust.
Video is easier and cheaper to create than it used to be. Anyone can film something for a business. What separates the companies winning better clients is how the content is used, and how long it continues to work for them.
Businesses putting money into high-quality, long-term brand assets are seeing far greater value than those chasing quick bursts of attention. The role video plays is changing, especially for service-based companies competing for higher-value work.
The Move Away From Disposable Content
Over the past few years, the rapid rise of short-form video created a race for attention. While this approach delivered reach, it often failed to differentiate businesses. It also left many businesses looking the same, entertaining, but not helping them win better clients.
For companies competing for higher-value clients/deals, content that disappears within days offers limited commercial value.
Instead, many are shifting toward:
- Brand films used during the proposal process.
- Client testimonial videos that build trust.
- Case studies that demonstrate capability.
- Culture and recruitment videos that support long-term hiring.
These assets are designed to work across multiple stages of the customer journey rather than for a single campaign.
This has also changed how decision-makers approach working with a Brisbane video production team. The conversation is no longer about producing the most content, it’s about creating the right content to support business growth.
A More Mature Approach to Video Investment
As Brisbane companies grow, one of the first areas they invest in more heavily is high-quality video.
Winning premium projects, securing long-term contracts, and attracting top-tier staff increasingly depends on how a company is perceived before a conversation even begins.
Video has become one of the most effective tools for shaping that perception.
According to Brisbane production company Unreal Media, demand is increasingly coming from organisations that have moved beyond the startup phase and are now focused on market positioning and authority.
Jakob Quinn, Director of Unreal Media, says the shift is clear in the types of enquiries the company is receiving.
“We’re seeing more established businesses invest in video as a long-term asset rather than a short-term marketing tactic. It’s about creating something that supports their sales process, strengthens their reputation, and positions them at a higher level in their industry.”
This reflects a broader trend in which video is being integrated into core business operations rather than treated as a social media add-on.
Brisbane’s Competitive Advantage, and Its New Challenges
Brisbane’s growth has created significant opportunity for service-based businesses, particularly in sectors such as construction, professional services, and trade-based industries.
But growth has also raised the standard.
Companies are no longer competing solely on price or proximity. They are competing on:
- Clarity of message.
- Perceived expertise.
- Brand presentation.
- Trustworthiness.
In this environment, the businesses that appear more established and more aligned with their clients’ expectations are often the ones that win.
It's been observed that many companies are now using brand-focused video content during client presentations and tender processes, not just on social platforms.
This signals a deeper understanding of video as a commercial tool rather than a content format.
Trust as the Primary Growth Lever
In markets where multiple providers offer similar services, trust becomes the deciding factor.
Potential clients are asking:
- Who understands our industry?
- Who looks like they’ve done this before?
- Who feels like the safer choice?
Strategic video accelerates this decision-making process by allowing businesses to communicate their experience, process, and people in a way that written proposals alone cannot.
For many organisations, this reduces price sensitivity and shortens the sales cycle, two outcomes that have a direct impact on profitability.
The Flow-On Effect for Brisbane’s Service Economy
This shift toward long-term video assets is also changing how Brisbane’s service-based businesses compete for larger contracts and higher-value clients.
In industries where multiple providers offer similar services, the deciding factor is often not capability, it’s perceived credibility before the first meeting takes place. Video is increasingly being used to bridge that gap.
Rather than relying solely on written proposals or static portfolios, businesses are using brand films and client case studies to demonstrate their process, communicate their values, and remove uncertainty for prospective clients.
For companies targeting government work, corporate partnerships, or large-scale private projects, this level of presentation is becoming a competitive advantage rather than a marketing extra.
According to Jakob Quinn, Director of Unreal Media, this is where the biggest change is occurring.
“Video is now being used much earlier in the sales process. It’s helping businesses position themselves before a proposal is even submitted, which completely changes the dynamic of the conversation.”
This approach also supports internal growth.
Recruitment, onboarding, and stakeholder communication are increasingly being handled through the same long-form content assets, allowing organisations to maintain consistency as they scale.
The businesses that present themselves at a higher level are the ones most likely to secure the opportunities that come with that growth. Ultimately, it becomes a perception lever that improves conversion at every stage of the sales process.
What This Means for Brisbane Businesses
For companies planning the next stage of their growth, the implication is clear: video is no longer just a marketing line item. It is a positioning asset.
The businesses gaining the most value are those approaching video with a long-term strategy, creating content that supports:
- Business development.
- Recruitment.
- Partnerships.
- Brand authority.
As Brisbane continues to mature into a nationally competitive business hub, this strategic approach to brand building is likely to become the norm.
For companies that adopt it early, it offers a measurable advantage, not just in how they are seen, but in the quality of opportunities they'll attract.