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12 Short Video Categories for Creating Engaging Content

man making selfie on smartphone

Any industry that’s ignoring the short video format for its marketing is missing out on serious benefits. Getting started may seem overwhelming, but the most difficult part of creating short videos isn’t the production or sharing. It’s coming up with content ideas. One easy way to generate engaging content is to use a popular category as a guide. Here are some popular short video categories that will work well on most platforms, as standard corporate posts or paid ads.

One limitation you may run into is the maximum video length for each app. As of the time of this writing, the following max time limits apply for the following platforms:

  • TikTok: 10 Minutes
  • Instagram Reels: 90 seconds
  • YouTube Shorts: 60 seconds

For example, if your video concept will require more than a minute, it probably isn’t practical for a YouTube Short.


Show a glimpse into your daily operations and behind-the-scenes tour. This could include showcasing your team working on projects, setting up equipment, or testing systems. Behind-the-Scenes also work well for events. If your company attends industry events, trade shows, or conferences, capture moments from these events and share them. This can create excitement and showcase your company’s involvement in the industry.

Before-and-After Transformations

Highlight the transformational power of your work by sharing videos that show “before” and “after” shots of projects you have completed. This can be particularly captivating if you’re working on visual installations or upgrading systems.

Quick Tips and Tutorials

Educate your audience by sharing short, informative videos that provide tips and tutorials related to your business or industry. For example, you could explain how to set up a specific type of BMS or offer troubleshooting advice.


A lot to cram in for a three minute video but here goes nothing. This 150 ton cooling capacity chiller looks overwhelming but believe it or not it utilizes your main refrigeration components. #hvac #hvaclife #steamfitterslocal449 #hvacexplained #pittsburgh #commercialhvac #refrigeration #chiller #aquasnap #carrier#viper #condenser

♬ original sound – HVACEXPLAINED

Product Demos

Showcasing your products in action is a great way to engage with your audience. Demonstrate how your products work, highlight their unique features, and explain their benefits.

Employee Spotlights

Introduce your team members through short videos that highlight their roles, skills, and personalities. This humanizes your brand and helps your audience connect with the people behind the company.

Client Testimonials

Share short clips of satisfied clients discussing the positive impact your services have had on their businesses or lives. This can help build trust and credibility among your audience.


Take questions from your followers and answer them with another video. Q&As give your audience valuable information, creates a direct connection with them, and addresses their immediate concerns.


Here Jamie Ambeau explaines how air in our HVAC sytems can cause major long term problems. Jamie one of the countries foremost experts in removing air and dirt form water loops. #hvac #hvactechnician #commercialhvac #hvaclife #mechanicalcontractor

♬ original sound – Tony Mormino

Fun and Creative Projects

Showcase unique or creative projects you’ve worked on that go beyond your traditional work. For example, if you’ve integrated systems into an immersive art installation or a smart home with innovative features, capture and share those moments.

Industry Trends and Insights

Share your thoughts and insights on current trends and developments in the systems integration industry. This positions you as an expert and keeps your audience informed about the latest advancements.


For a debt-free 6-figure job, id say the pros outweigh the cons. #jointhetrades #commercialhvac #skilledtrades

♬ original sound –


Collaborate with other content creators or businesses in related fields to create engaging and mutually beneficial content. This can help expand your reach and bring new perspectives to your audience.

Company Culture and Employee Spotlights

Highlight your company culture and introduce your team members to your audience. This humanizes your brand and fosters a connection with your followers. Showing off your company culture also aids in employee recruitment.

User-Generated Content

If you want to get your audience hooked on short-form video content, get them to create their own! Encourage your audience to make short-form videos featuring your products. Social media advertising can be much more effective when it features user-generated content (UGC), whether it be product reviews or DIY tutorials.

Bonus: Popular Topics

Popular short form video apps consistently feature specific topics and genres that are popular with users. Mix these topics with the above categories to create engaging content unique to your brand. For example, you could showcase an access control project (Behind-the-Scenes) that made a building more accessible to folks with visual impairment (Social Responsibility).  

Sustainability and Social Responsibility

If your company has a strong commitment to sustainability or social responsibility, create videos that highlight your initiatives. Share your efforts to reduce your carbon footprint, support charitable causes, or make a positive impact on society.


London will soon be seeing it’s first women-only tower block! This 15-storey building will have 102 new flats to home single women. Despite several objections it has been given the green light by the Ealing Council. Do you think this is a good idea? #ukhomes #ukgoverment #womensonly #womensonlytower #singlewomen #ukinfastructure #ukconstruction #ukconstructionindustry

♬ Last Night – L.Dre

DIY and Life Hacks

Share creative DIY projects or life hacks that are related to your products or industry. This can provide value to your audience while promoting your brand.

Humor and Entertainment

Don’t be afraid to inject humor and entertainment into your videos. Create light-hearted content that resonates with your target audience and makes them smile.


Create informative and educational content related to your industry. Share tips, tricks, and insights that can help your audience learn something new or solve a problem. During anniversaries of important dates, share a historical fact about your industry that’s interesting.

Challenges and Trends

Participate in popular challenges and trends that are relevant to your industry or brand. Put your own spin on these trends to showcase your company’s personality and creativity. Remember to keep your videos short, engaging, and visually appealing. Add music, captions, or other effects to make your content stand out. Also, don’t forget to use relevant hashtags and engage with your audience by responding to comments and participating in trends and challenges.