What Makes a Great Childcare Video?

A Director’s Checklist for Centres

When I speak to centre directors about video, the first thing they often say is, "We don’t want anything flashy. We just want something real."

And they’re right. The best childcare videos don’t need sparkle. They need substance. They need to feel like your centre feels on a good day. Safe. Welcoming. Warm. A place where families instantly feel they belong.

After directing video for dozens of centres across Australia, I’ve learned what makes a video resonate with the right families. Here’s a practical checklist for creating one that works.

1. Know who you're speaking to

Start with your audience. Not all families are looking for the same thing. Are you attracting inner-city professionals? Rural families? Parents of children with additional needs?

The tone, pace and visual language of your video should speak to your ideal parent. If your values are clear, the right families will feel it immediately.

2. Capture real, unscripted moments

Avoid staging scenes or writing lines for educators. The power of video is in capturing truth. A gentle greeting at the gate. A toddler carefully pouring water into a cup. An educator crouching to a child’s level with calm attention.

These are the moments parents connect with, because they’re real.

3. Let educators and families speak

Short, sincere interviews are the heart of any strong childcare video. Give your team and your families a chance to speak in their own words.

No scripts. Just simple prompts: What do you love about this place? What matters to you as a parent? What’s something a child said or did here that stayed with you?

Their words build trust faster than any voiceover ever could.

4. Show, don’t tell

If you say you have a strong connection with nature, show it. Children outside under trees, digging in the soil, observing insects.

If you say your team is nurturing and calm, let us see it. The interactions matter more than the narration. This is where video shines.

5. Film around your rhythm, not against it

Avoid high-stress moments or transitions. Plan filming during calm windows. Mornings after drop-off. Late morning play. Post-nap reading circles.

Keep the crew small. Two people is enough. Use quiet gear. Stick to the agreed run sheet. Children should barely notice we’re there.

6. Focus on sound

Sound is often overlooked, but it’s what makes a video feel intimate and trustworthy.

Clear, warm voices. Soft ambient classroom sounds. No music that distracts from the realness. When you hear a child’s giggle or an educator’s gentle tone, you don’t need narration to explain what’s happening.

7. Keep it short, and specific

Under three minutes is plenty. Long videos lose attention. And keep the story tight. Focus on what your centre does differently and why that matters.

If you try to say everything, nothing will land. Tell one strong story well.

8. Make it useful beyond the website

A good video should work across channels. Can parents watch it on their phone? Can you use clips for social posts? Can you show it during a tour or at an open day?

Think beyond the homepage. Good content earns its keep in lots of places.

Final thoughts

You don’t need the most polished video. You need the most honest one. The kind that shows what you stand for and helps the right families recognise themselves in your space.

If you’re thinking about creating a video for your centre, I’d be happy to talk through it. Even if you don’t work with us, I’m always up for a chat about what makes early learning special.

Let’s book a call and talk about the story your centre could tell.