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What the Best Corporate Videos Do Right

Whether intended for internal and external business use, corporate videos have proven to be an effective method of elevating the perception of a business, its culture, and its products or services. But how do you produce a great corporate video that both informs and engages your audience? Here’s what the best corporate videos do right.

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Elements of the Best Corporate Videos

To produce effective video content for your organization, focus on these important tips culled from the strategies and presentations of the best corporate videos:

Determine Your Audience

A corporate video created for internal use will likely have a very different focus than a video created for the general public. Similarly, a video created for new employee orientation would feature different information than a training video made for veteran management.

Because of that, your messaging should be tailored to make the most impact on its intended audience. If your video needs to speak to two different audiences, perhaps you should consider creating two different, focused videos.

Stick to the Message

You don’t want your video to be any longer than it needs to be. Not only do you want to keep the attention of your audience, but you also don’t want to overspend your budget to produce your video. Figure out what your video’s objective is and the most direct way to convey that message. If you can sum up the purpose of your video in one short sentence, you’re already off to a good start.

Be Professional

Shooting a video in-house may seem like a fun team-building activity, but it will probably not produce an effective video. Much like you dress up for a job interview to make a good first impression, your corporate video may serve as the first impression for your potential customers or employees.

That’s why it’s so important to professionally shoot your video with high-quality lighting, sound, and editing. The higher the quality of your content, the more likely your audience will take your message seriously.

Provide Value

Nobody likes to feel like his or her time has been wasted. Whatever the objective of your video may be, it is important for a viewer to feel like they learned valuable information from watching it.

Even corporate videos that are meant to be instructional, like companywide safety videos, can present information in an engaging way. Consider ending your video with a summary of the information covered to remind viewers what they were meant to learn.

To Joke or Not to Joke

Including lighthearted moments in your video can help endear its content to audiences. However, be aware that effective humor is challenging. You want to avoid hokey or off-color jokes—and if you are making a video for international audiences you need to understand that humor does not always translate to different cultures. If you cannot determine a way to use humor in a universal way, you may want to avoid a humorous tone.