Why Your Corporate Video Matters (and How to Make It Great)
In today’s attention-starved world, your corporate video has to make a statement—fast. But here’s the catch: it’s not just what you say. It’s how you say it, and more importantly, who you’re saying it to.
Even if you’re producing a straightforward testimonial, the script and structure must be designed to speak directly to your ideal client or customer. That sounds obvious—but the real difference lies in strategic execution.
You’re Too Close to Your Own Business
That’s where a director with experience in both marketing and narrative filmmaking comes in. Someone who knows how to:
Ask the right questions,
Draw out what makes your business different, and
Shape a story that actually resonates with your audience.
In short: don’t just say what you do—show them why it matters.
The Best Corporate Videos Teach
If a viewer walks away from your video feeling smarter, more informed, or more confident about your service, they’re much more likely to reach out or convert. In video, information is a gift—it builds trust.
Need examples? Explore our corporate and promotional video work to see how we’ve helped brands find their voice on screen.
Balance Storytelling with Credibility
The most effective brand videos combine:
Narrative storytelling for emotional connection and memorability,
And authentic testimonials for social proof and credibility.
Not every brand needs the same formula. A good producer will help you find the right balance based on your goals, audience, and message.
Ask the Tough Questions
We once created a recruitment video for Hunter College, and during the discovery process, I asked:
“What are the misconceptions about your institution?”
Their answer:
“Some people think since it’s a CUNY school, it’s like 13th grade.”
