How to Make a Corporate Video That Doesn't Feel Like a Corporate Video

We've all seen it.

The drone shot of the office.

Someone walking down a corridor.

A handshake.

A slow-motion shot of somebody typing on a laptop.

Then a voiceover telling us that the company is “committed to delivering innovative solutions that drive meaningful results.”

Brilliant.

I'm sold.

Except… I'm not.

The problem with corporate video isn't really corporate video.

It's boring storytelling.

People don't care about your company as much as you do

Harsh, but true.

A business might have 30 years of history, an amazing team and a genuinely impressive product.

But a viewer doesn't automatically care.

You have to give them a reason to.

That reason might be a problem you're solving.

A person they've connected with.

A surprising story.

A result.

A funny moment.

An interesting insight.

Something.

Start with the audience

Before thinking about what you want to say, think about who you're saying it to.

If I'm creating a video for a business, I'd much rather understand the audience first than be handed a giant list of company achievements.

What do they care about?

What are they struggling with?

What do they want?

What would make them stop scrolling?

Once you know that, the content becomes much easier to build.

Stop trying to say everything

This is another common problem.

Businesses understandably want to get their money's worth.

So suddenly a 90-second video contains:

The history of the business.

The founders.

The team.

The product.

The process.

The values.

The mission.

The awards.

The future.

And probably a testimonial from someone's mum.

You don't need to say everything.

You need to say the right thing.

One strong message is usually more effective than twelve average ones.

Let people be people

One of the best ways to make business content more interesting is ridiculously simple.

Show the people.

Not just polished headshots.

Actual people.

Talking.

Laughing.

Working.

Making decisions.

Getting things wrong.

Being passionate about what they do.

This is particularly important for smaller businesses.

People buy from people.

And video gives you an opportunity to show the human side of a company in a way that a website paragraph simply can't.

Make it feel like the brand

There's nothing wrong with making a polished corporate film.

But polished doesn't have to mean generic.

If your brand is energetic, make something energetic.

If it's playful, let it be playful.

If you're serious and premium, make something considered and refined.

The production style should feel like an extension of the business.

Not something that could have been made for literally anyone.

The best corporate videos don't feel like adverts

They feel like stories.

That's the sweet spot.

You want somebody to finish watching and think:

“That's interesting.”

Not:

“Well, that was definitely a corporate video.”