A great corporate video? Follow these 5 tips!

1. Define your message clearly

You don’t have long to make an impact, so your message needs to be crystal clear. There’s often a tendency to cram as much information as possible into a corporate video, but try to resist. Instead, focus on one or two key messages you really want to convey.

Avoid diving into complex internal processes or highlighting every department, product or service. If viewers want detailed information, they can always visit your website.

2. Add emotion to your corporate video

Don’t just rely on facts. Introduce a touch of emotion as well. That doesn’t necessarily mean showing employees dancing in flower fields. Emotion can also be created through music and thoughtful visuals. A corporate video is your chance to present your company on a human level, so make it an enjoyable watch and leave a positive impression.

3. Make your company video timeless

Think long-term. You don’t want to produce a new corporate video every year just because the previous one feels outdated. Be mindful of who and what you show on screen (consider using actors if necessary).

Stick to your organisation’s long-term vision and showcase your core values. Timelessness isn’t just about the story. It’s also in the details, like wardrobe choices, interior shots, video techniques and overall quality. Keep it as neutral as possible so the video stays relevant for years to come.

4. Keep it short and to the point

Keep your corporate video concise. If it’s too long, viewers will lose interest and might not watch it through to the end. At the same time, it should be long enough to clearly communicate your core message. A recommended length is anywhere from 6 seconds to 3 minutes. This helps you stay sharp and deliver your story in a punchy, effective way.

When we brief a video production, we divide the content into the three stages of the customer journey: awareness, consideration and decision. No one watches a three-minute corporate video out of the blue. You first grab attention with short clips as part of a campaign, which then spark curiosity for more.

Here’s our recommended structure:

• Awareness video (grabbing attention): short promotional clips from 6 to 30 seconds.

• Consideration video (building interest): promotional videos from 30 to 60 seconds.

• Decision video (prompting action): full corporate videos for your website between 1 and 3 minutes.

5. Capture your audience in the first few seconds

The opening of your video, the first 20 seconds, is critical. This is when viewers decide whether it’s worth watching the rest. You need to activate your audience straight away or risk losing them early. We call this the 20 second rule.

How do you activate your audience? Start with a relatable situation or common challenge that your target group can identify with. That gives them a reason to keep watching. Then, introduce your brand or product as the solution. Attention sparks activation, and activation leads to action. And ultimately, that’s what it’s all about.