Corporate Video Production – What works today and why.

Over the last few years the use and application of corporate video has undergone significant change.  We’re moving inexorably from the text web to the ‘next web.’ Whatever this evolution may bring, one thing is certain – video and interactive media will play a growing role in how all companies position and promote themselves.

We’ve put together a chart to highlight some of the key changes that have taken place in corporate video production:


Traditional approach What works today What’s changed?
Focus of corporate video Your business or product Solving your customer’s problems The focus of video used to be just about promoting your ‘brand ‘- that usually meant a lot of talk about yourself.
Budget Large Small – Medium Production costs have dropped and corporations are being far more tactical with their use of video today.
Access to videos Tightly controlled by the sales team or marketing Created with the express purpose of being shared… everywhere. Social marketing isn’t just a trend – It’s now become a business necessity.  People trust friends and colleagues considerably more than they trust corporations.
Primary delivery
– Tradeshows
– Meetings
– Sales Calls
Web, as well as other traditional methods Soon, everything will be ‘online’ – broadcast media, corporate communications, presentations, etc.
Typical message delivery Actor, presenter or professional voice-over Real people saying real things Your customer is more skeptical than ever. Actors still have a place in video, but nothing can replace the value of a real employee representing your company in your corporate video.
Desired perception of a corporate video Authoritative  Informative  ‘Pizzazz’ isn’t what it used to be. Sounding helpful is better than sounding important. ‘Important’ is about you. ‘Helpful’ is really about the customer.
Frequency of production 1 or 2 videos a year 10’s or even 100’s of videos It used to be that marketing would set aside $50,000 for one video. Today it might make more sense to set aside $50,000 for ten or more videos.
Scope of video production Broad – a single video covered as much ground as possible Narrow – video focuses on a specific audience with a targeted message There will always be a place for large scale video productions but the vast majority of videos will be targeted videos delivering a single message to a single audience.
Where videos are found on a corporate website In your ‘video’ section Wherever customers need to view video on your site No one comes to your site looking for a video (unless you are YouTube).  They come to your site looking to solve a business problem.
Where videos should be found On your website Wherever your client happens to be: YouTube, a business portal, on their mobile phone, searching, etc.) Your website isn’t the ‘destination’ you think it is. Creating content that can be viewed wherever your customer happens to be makes a lot of sense.
Uses of Video – TV Commercials
– Sales  Presentations
– Homepage of your website.
– Customer Testimonials
– Video Case studies
–  Product ‘explainer’ videos
– Product FAQ
– Event promotion
– Recruiting
– Viral Video
– Content marketing
– Infomercials
– Interactive video
– Branded entertainment
– Video press releases
– Community relations videos
– etc.
– click here to discover  51 ways to use video to promote your business
The number of uses of video continues to grow every day.


This is the first part in a two-part post. The next post will look at managing your next corporate video project by developing a video production brief.


Note: This post is also found in the Top Ten Posts for this blog.



14 Responses

    1. Thanks Tanya. The next big challenge for clients is distribution / reach. Even if you get the content right you have to ensure you deliver your message to your audience wherever they are – and chances are it’s not on your website.

  1. This is an excellent, clear summary of exactly what we are constantly trying to tell our clients. I’m in South Africa, and I’d say the vast majority of our clients are just slowly starting to catch on to the way the world of corporate communications is changing. The ‘traditional’ approach, as you put it, is definitely still paramount. My biggest challenge with newbie clients is still managing their expectations, and steering them away from trying to shoehorn EVERYTHING into their so-called ‘corporate video’. Still, the times they are a changin!

  2. I agree with this article. A video production will be successful if people who are involved in it work well as a team, support and understand each other.

  3. This is a fantastic article and as Tanya has said “our clients are just slowly starting to catch on to the way the world of corporate communications is changing.”

    I am in Perth Western Australia and the uptake is slow. This article has articulated what I have been attempting to convey to my clients and contacts for ages. Thank you.

  4. Great table, thanks for sharing this. I work in corporate video production myself and I’ll say that one thing that has been working very well for us and our clients is keeping our videos short, sweet, and to the point! People aren’t going to sit there and watch a lengthy 10 minute video about your company. Make it a 30 second elevator pitch and you’re golden!

  5. Thanks Jimm for highlighting the key point for making effectual and creative corporate videos, with a keen approach towards the market trend and building a distinctive identity. I really like the comparison chart, pretty clear and precise!

  6. Good table, very understandable. I could not agree more to this explanation. This is the really the thing that really works in corporate video production, even in our team.

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