Stories matter in private equity, too. Learn the key video types every PE firm needs, get actionable tips for building a solid video marketing strategy, and find quick fixes to improve underperforming content.
5 Must-Have Videos Every PE Firm Needs
When it comes to effective content marketing for PE firms, here are the core types of videos to consider. Each offers a unique opportunity to connect with investors, potential sellers, and your broader network.
Founding Story
Why you need it. Sharing your mission, values, and journey offers viewers an authentic look at who you are as a firm and what drives your purpose.
Where it works best. Share founding story videos with Limited Partners (LPs) or new prospects ahead of in-person meetings. This will give them insight into your firm’s origins and goals, setting a strong foundation for a productive conversation.
Tip. Focus on anecdotes and turning points that define your brand. This video can serve as an introduction, telling your story in a relatable, personal way.
PortCo Case Study
Why you need it. Case studies showcase successful partnerships and give specific, proven examples of the value you bring to portfolio companies and investors.
Where it works best. Case studies are great to share at Annual General Meetings (AGMs) to recap your partnerships. Everyone enjoys a good success story, especially when reviewing end-of-the-year performance.
Tip. Mention who was involved, what challenges you overcame, and the key factors that led to success. This video can be a compelling way to demonstrate the benefits of working with your firm.
Team Bio
Why you need it. Your team members are your most valuable assets. Bio videos introduce partners and key team members, showcasing their expertise and contributions.
Where it works best. Team bio videos work best for your website, LinkedIn, or any investor-facing platform where personal introductions help establish trust.
Tip. Highlight each person’s background, achievements, and unique role in the firm in engaging video profiles. This human touch resonates with investors looking for a connection with your team.
Core Values
Why you need it. This video communicates the core motivations behind your firm—your “why.” It’s a powerful way to show potential investors what drives your team and its success in the market.
Where it works best. Core values videos work well in pitch decks, on your homepage, or as part of onboarding materials to make sure new hires align with your mission from day one.
Tip. Use this video to articulate what makes your firm unique. Prospective LPs look to invest in firms that share their values, and this video can help communicate your vision.
emphasizing the value of partnership and transparency.
Personal and Culture-Oriented
Why you need it. Personal videos offer a behind-the-scenes look at your firm’s people and culture. They show your firm’s unique personality and create a relatable image that appeals to LPs and sellers alike.
Where it works best. These videos work well on social media or internal channels, where audiences are looking for authenticity and connection.
Tip. Highlight interesting anecdotes, team events, or quirky office rituals that show your firm is more than just spreadsheets and M&A deals.
shares takeaways from his Antarctic Marathon experience.
Why Video Content Matters for PE Firms
Regardless of format—long or short—video marketing generates engagement for PE firms across all social media platforms. From our experience with 100+ projects, combined with data from leading marketers across different industries, here are the results we’ve seen:
- Stronger trust. Videos humanize your brand, helping LPs and other stakeholders connect on a personal level. This connection builds trust and fosters long-term loyalty.
- Improved social media engagement. Video consistently outperforms text-based content in engagement metrics, helping you build a stronger online presence. According to HubSpot’s 2024 Marketing Trends Report, short-form videos are especially effective at delivering the highest ROI. This prompts companies to invest more in them over blogs or static images.
- Higher brand awareness. In an industry where conservative visual identities still dominate, it can be tough for your PE firm to stand out. Showing faces behind the brand makes your content more recognizable when it pops up in feeds or search results.
- Greater visibility. Video content consistently reaches wider audiences since social platforms prioritize it in feeds. A social media management platform, Buffer, analyzed over a million LinkedIn posts and found that videos are the top-performing format.
- Increased AGM impact. Videos used in AGMs make the presentation of portfolio achievements and firm updates more dynamic and engaging. Visual storytelling helps LPs understand better what your portfolio companies do before they dive into more detailed financial performance.
How to Build a Video Content Strategy for Your PE Firm
Here’s what to keep in mind when building a sustainable video marketing plan tailored to your firm’s goals.
- Define your key goals and audiences. Whether you’re looking to build trust with LPs or attract new talent, clarify who you want to reach and what each video should achieve. Tailoring content to your target audience’s specific needs and interests will deliver more robust results.
- Establish a consistent brand voice. Develop a style guide that outlines the preferred tone, visual standards, and core messaging. This helps keep all of your PE firm’s video content cohesive. Consistent production quality—like similar lighting, audio quality, and visual effects—is equally important, signaling reliability and professionalism. To make your content instantly recognizable, find your signature style with recurring elements, such as an opening logo animation or a tagline.
- Choose video types that align with your goals and plan their distribution strategically. You might want to create all five types mentioned above and then some, like educational or industry insights videos. Or, you can focus on just a few key videos. Let your goals and target audience guide this decision. Next, identify the best platforms and consider targeted promotion, such as sharing videos with specific investor segments or boosting posts on social media.
- Find the right team. Building a PE video content strategy isn’t just about planning but also execution. And this part of the process requires the right team. You can build this team in-house or work with external experts who understand your industry and can handle the creative, technical, and strategic aspects for you. By delegating, you gain access to professional equipment, efficient workflows, and specialized skills.
- Track performance metrics. Video marketing for PE firms should be data-driven. Keep an eye on metrics such as views, engagement rates, lead conversions, and audience feedback to see what resonates with your audience. Use these insights to fine-tune your approach: double down on what works well and make changes to content that underperforms.
Already Have Video Content, But It’s Not Performing?
If you’ve invested in corporate video but aren’t seeing the returns you hoped for, consider trying one of the strategies below to improve results.
- Double-check that your CTAs are relevant to the viewer’s stage in their journey. For social media videos, CTAs should encourage actions like visiting your website, downloading a resource, or following your brand. For on-site videos, tailor CTAs to guide viewers toward the next step, such as scheduling a call or exploring related content.
- Enhance post-production quality. Review your videos for background noise, overused effects, rough transitions, missing subtitles, or inconsistent color grading. These are examples of issues that can be fixed during editing to improve the video’s quality—no reshooting needed.
- Review your thumbnails. It might seem small, but our experience shows that videos with custom, clean thumbnails get better results. Thumbnails are your video’s first impression, and they play a big role in whether viewers decide to click and watch. Make sure they’re eye-catching and set the right expectations for what’s inside.
- Refine your messaging. Ensure each video has a clear purpose and aligns with your PE video strategy. Vague or overly complex messaging can dilute the impact.
- Update and repurpose content. Trends and viewer expectations change quickly. Refresh outdated videos, check if you include the most recent success stories, or reformat existing videos into shorter clips for social media.
The Takeaway
Incorporating video into your marketing strategy can elevate your PE firm’s online presence, boost brand awareness, and strengthen trust with your audience.
Consider which video type aligns with your current goals: a founding story to share your journey, a case study to spotlight successes, team bios to build connection, core value videos to convey your “why,” or informal videos to show your firm’s personality. Each video type offers a chance to humanize your firm and set it apart from your competitors.
For the best results, start with clear guidelines: outline objectives, audience personas, and your brand voice. Consider bringing in external talent to ensure a polished, professional result. Most importantly, avoid a spray-and-pray approach: regularly track performance and adjust when things don’t work. Often, minor tweaks—like refining a CTA or updating a thumbnail—can make all the difference in driving results.
If you need help attracting investors, raising funds, sourcing deals, or expanding your reach to a new audience, fill out the contact form and discover how we can help you create a margin within the market.
