How to choose what data is kept in my iPhone backup?

I want to restore my phone, all I want to carry over is photos/videos and my contacts, the rest I want to be like a new phone

Hi, the question is so common, for me, I'd like to use a software, I think Aiseesoft iPhone Transfer Platinum is a nice one, as its introduction said, Conveniently backup important iPhone SMS and Contacts on computer. It is really helpful. May it nice for you too.