We’ve all heard the term ‘corporate video’ being thrown around like a derogatory slur. It immediately evokes feelings of stale, emotionless dialogue backed by that sort of plucky, upbeat music we all cringe at.
But that’s not the kind of content you’re here to make.
In 2025, knowing how to create a corporate video that connects with your target audience requires more than a camera and a few talking heads. It means creating purposeful, visually engaging content that reflects your brand and drives results.
This guide will show you exactly how to produce a corporate video that does just that.
What Is a Corporate Video?
A corporate video is a piece of visual content created by a business to communicate with its audience, whether that’s clients, staff, investors, or the public. Unlike a traditional ad, a corporate video may not always sell something directly. It might aim to inform, educate, inspire, or build trust.
The format has evolved. Where corporate videos were once dry and jargon-heavy, today’s versions are brand-aligned, strategic, and creative. From slick product launches to heartfelt founder stories, there’s more room than ever to make something impactful.
1. Define the Purpose of Your Video
Before you hit record, ask: Why are we making this?
Whether you’re onboarding new team members, launching a product, or building brand awareness, your video needs a clear objective. Every creative choice, from script to visuals, should support that purpose.
Tip: We use the mantra “Make me care.” If your video doesn’t grab attention fast, it’ll be skipped even faster.
Example:
If your goal is to recruit talent, your video might highlight company culture, benefits, and day-in-the-life snippets of employees. If you’re introducing a new product, you’ll want to focus on pain points it solves and what makes it unique.
2. Know Your Target Audience
Creating content without understanding your target audience is like filming blind.
Is your video meant for new clients, stakeholders, or employees? Each group has different expectations, pain points, and preferred social media platforms. Tailor your tone, visuals, and CTA accordingly.
Tip: Build basic personas for each audience type. Include their role, goals, challenges, and what kind of tone resonates with them. This will help you choose everything from location and lighting to script voice and length.
Need help planning an on-camera interview? Check out our guide: How to Get the Best Interview Answers for Corporate Video
3. Start Strong with Pre-Production
Skipping pre-production is like building without a blueprint.
This phase sets the foundation and includes:
- Scripting and storyboarding: Outline your message and flow.
- Scheduling and location scouting: Confirm your shoot logistics, lighting conditions, and backups.
- Crew and gear planning: Align resources early to avoid hiccups or last-minute hires.
Creating a high-quality corporate video involves managing a video project from start to finish. From scripting and scheduling through to filming and video editing, a good corporate video production company will guide you through every step of the process to ensure a quality video outcome.
Putting in the effort upfront makes the shoot smoother and the final product stronger.
4. Craft a Message Worth Sharing
To make a corporate video stand out, keep it short, engaging, and focused on one clear message.
Break content into digestible parts. Consider using a mini-series instead of one long video to increase retention.
Example:
Rather than a 7-minute overview, break it into:
- 90-second product teaser
- 60-second customer testimonial
- 2-minute founder vision story
Each one serves a unique purpose and gives you more content to distribute across platforms.
5. Prioritise Production Quality
Think of your video as your digital storefront. Poor lighting, bad sound, or amateur editing can damage your brand credibility.
Great visuals build trust. Whether it’s a talking-head format or a cinematic product video, your content should feel polished and professional.
Tip: Good lighting is more important than fancy cameras. Invest in sound design and stabilised shots. If the budget is tight, allocate funds to a great editor, they’ll bring everything together.
6. Align with Your Brand
Even if your video features animation, actors, or humour, it still needs to feel like your brand. That means sticking to your logo, colours, tone of voice, and visual style.
Brand elements to include:
- Logo intro/outro
- Typography
- Brand palette
- Slogan or tagline
- On-screen graphics in brand style
Consistency builds familiarity. Familiarity builds trust.
7. Add the Right Voice
A great voiceover can elevate your video. Whether you choose a warm, confident tone or something more casual depends on your message and audience.
Tools like ElevenLabs (AI) or platforms like Voices.com offer flexible, affordable options if you’re on a budget. If you’re unsure, record multiple options and test them with a small audience or team.
Tip: Test male vs female VO, fast-paced vs relaxed tone, or regional accents to see what clicks with your target demographic.
8. Polish It in Post
Post-production is where the magic happens. This is your opportunity to fine-tune:
- Pacing: Keep the energy flowing.
- Transitions: Use clean cuts unless stylistic transitions match your tone.
- Text overlays: Help deliver key messages, especially if muted autoplay is expected.
- Music and sound design: Choose royalty-free tracks that support mood, not distract.
Ask yourself: Does it flow? Is anything confusing? Will this hold someone’s attention for 90 seconds?
Be clear with your editor on what’s working and what’s not. Concise feedback makes for a better final result.
9. Launch with Intention
Don’t just upload and hope. Distribute your video where your target audience lives, whether that’s LinkedIn, Instagram, email campaigns, or YouTube.
Tailor versions for different platforms:
- Square crop for Instagram and Facebook
- Portrait (9:16) for Stories and Reels
- Landscape (16:9) for YouTube and websites
- Subtitled versions for silent autoplay
- GIFs and cutdowns for email or ad use
Make sure your corporate video is seen in the right place, by the right people, at the right time.
10. Measure and Optimise
Once your video is live, track its performance. Are people watching until the end? Are they clicking through?
Tools like Wistia, Vimeo Pro, or YouTube Analytics help answer:
- Average view duration
- Drop-off points
- Click-through rates
- Engagement by device or location
Use those insights to improve your next video or optimise how/where you distribute this one.
Types of Corporate Videos That Engage Potential Customers
Corporate video isn’t one-size-fits-all. Depending on your goals, you might choose one of the following formats:
- Explainer videos: Great for simplifying complex ideas or services.
- Testimonial videos: Build trust with authentic customer feedback.
- Promotional videos: Highlight key features of your products or services.
- Training videos: Ideal for onboarding employees or educating customers.
- Animated video: A cost-effective and creative way to explain abstract concepts.
Each type serves a unique purpose and helps connect with potential customers at different stages of their journey.
Common Mistakes to Avoid
Here are some of the pitfalls we see most often:
- Too long: Viewers drop off fast. Keep it concise.
- No CTA: Don’t leave people hanging, tell them what to do next.
- Overuse of jargon: Speak plainly unless you’re targeting a technical audience.
- Bad audio: People tolerate bad visuals more than poor sound. Mic up properly.
- Lack of purpose: Without clear intent, your message gets lost.
Need help producing your next video?
Contact Story Machine and let’s bring your story to life.
Whether you’re launching a new product or service, training your team, or reaching out to potential customers, we’ll help you create the right video project, from start to finish, with expert guidance, creative direction, and seamless video editing.
FAQs
How do I produce a corporate video on a budget?
Focus on pre-production and messaging. DIY tools can help with editing and voiceovers, but don’t cut corners on sound or lighting.
What types of corporate videos work best?
Explainers, testimonials, product videos, and brand storytelling pieces all work well, if tailored to the right audience.
How long should a corporate video be?
Aim for 60–120 seconds. For internal training, 3–6 minutes may be fine.
Can I use a corporate video on multiple platforms?
Absolutely. Create different versions for each platform and audience. For example, your YouTube version can be longer, while Instagram should be short and visual.
Do corporate videos work for B2B?
Yes. In fact, corporate videos are especially effective in B2B for onboarding, product demos, and thought leadership.
