The ultimate guide to commissioning a corporate video

According to HubSpot:

• People are spending 17 hours a week watching videos online.
• People are 52% more likely to share video content than any other type of content.

Fact is, if you’re ignoring video marketing, you’re falling behind.

A good corporate video shows off what you do and what you are. It’s a lead-gen powerhouse. But we know getting started with video can be intimidating. Where do you start? Who should you work with?

That’s why we compiled this handy little guide.

We’re covering:

• The 12 most common types of corporate video
• Choosing the right style for your corporate video
• Commissioning a corporate video production company
• How to maximise ROI on your finished video

1. Demo video

Show, don’t tell. Demo videos let people see your product in action. Give them a tour of your software or show off key features.

2. Brand video

Brand videos are key to your marketing strategy. Show your company’s vision, mission, and products. Get your audience excited about what you do.

3. Event video

Hosting a conference, round table, or fundraiser? Don’t just preach to the people in the room.

Record it. Make a highlight reel or share standout interviews and presentations. Capture the key moments to share with a wider audience. This way, you’ll get returns that go beyond the conference hall.

4. Educational video

Instructional videos teach your audience about your business and solutions. They’re also great for your sales and service teams to improve customer interactions.

5. Explainer video

Some products are tough to describe. Explainer videos get people engaged by showing why they need what you’re selling.

They usually tell a story about a customer’s problem and how your business fixes it. They can be animated to explain complex ideas visually or live-action to show real people and build trust.

6. FAQs and customer help videos

If your customer service team gets asked the same questions over and over, an FAQ video can answer them. Just make sure people can actually find it.

7. Case study and testimonial videos

Got a happy customer? Put ‘em to work (if they’re up for it).

Get them on video talking about their problems, how you helped and singing your praises. Testimonial videos show prospects your product can solve their problems. After all, if other people say it works, it must be true.

8. Recruitment video

Recruitment videos have come a long way since this retro Royal Navy Ad. They’re a great way to show off your company and let potential applicants know what they’re in for.

9. Training video

Training manuals are boring as hell. Training videos are more engaging and fun to learn from. And because watching one doesn’t feel like work, people remember the info more easily.

Use them for onboarding new starters, building skills, teaching safety procedures – any important training really.

10. Annual report video

Business updates don’t need to be mind-numbingly dull. An engaging annual report tells your employees and shareholders how you’re doing – with personality. It adds a human touch to your organisation, instead of being cold and corporate.

11. Celebration video

Hit a big milestone or held an internal competition? Video is a great way to highlight these achievements. It lets you present your brand and message with a personal touch that builds trust with potential customers.

12. Crisis management video

Having a comms crisis? Running around shouting ‘we’re sorry!” won’t get everyone to chill the hell out. You need to control the message.

Video’s good for that. Compared to a written statement, a video is more engaging and better for making an emotional connection (think Buckingham Palace’s response to the Kate Middleton conspiracy crisis).

Check out our crisis comms checklist for other things to remember when dealing with a crisis.

Animation

Turn complex info into something fun and easy to grasp with animation. The creative options are endless – traditional, 2D, 3D, stop motion, motion graphics or sleek CGI. Animated videos are some of the most striking and original corporate videos out there.

Live action

These videos capture real people and places, giving your audience something authentic to connect with. It’s footage filmed by a crew, on location or in a studio, then edited into a video. Graphics or visuals can be added to drive the story or deliver key messages.

This video for Comfortworks is a great example of blending filmed footage with stock to capture the imagination.

Interview

Interviewing your key team members give audiences a peek at the people behind your brand. It builds trust. Talking to your internal experts or industry leaders also boosts credibility. By featuring influential figures and sharing in-depth discussions, you inform your audience and deepen their understanding. It’s engaging content that grows your audience.

Time lapse

Everybody likes a good time-lapse video, but they’re a bit of a pain to film. It’s not as simple as leaving a camera running and taking a nap.

If your product or process takes ages, a time lapse is golden. It squeezes a lot of time into a short clip – something which can really wow your prospects.

This video by EY uses upbeat music and sweeping action shots with time lapse footage of their event set up. It helps create a buzz around the prep for the event.

Documentary

A documentary format can take your audience deeper into how your business runs. It’s also great for re-educating your audience or sharing positive messages about your brand – like this example from .

Why not make a documentary about a big issue like sustainability and how your company is leading the way?

Step 2: set your budget

Different video formats cost different amounts. A documentary filmed on location with a full crew needs more cash than an interview filmed in a studio with a couple of cameras.

Be realistic with what you can afford early on and be upfront with the production company. They should also be clear about their costs too.

Step 3: source an agency that you trust

However big your budget, your video production company will be the difference between custom-made, impactful content and wasted money.

Finding an agency you trust is essential for an open, productive and creative relationship. Do your homework – chat to past clients and check verified review sites like Clutch.

Once you’ve placed your trust in your production company, have faith they’ve got your video’s best interest at heart. Creating great content matters as much to them as it does to you. Be ready to tell them everything and deal with whatever feedback they give.

Step 4: give them the brief and get a proposal

Give the production company a clear brief so they can propose the best plan for your video. When you’re reviewing it, remember it’s a two-way conversation and work together if you have any feedback.

Be precise about what you want in the brief. The clearer you are about your intentions, the better placed the video production company is to make it happen.

Once you’ve agreed on the proposal, they can crack on with planning the logistics.

What NOT to do

• Ask 10 agencies to pitch: research and be selective about the companies you think will produce the best video
• Request a proposal before setting a budget
• Insist on a style that you’ve seen before – it could date your video.
• Write the script yourself (unless you’re experienced). A good production company has an inhouse language team who can whip up a script nailing your brand’s tone of voice
• Insist your CEO does the voice over (leave it to the professionals, or even AI)

Things to look out for

• Your video company should use the best kit possible for your budget, filming in HD (at the very least). You can always downscale to a lower resolution; you can’t do it the other way around
• All video content should follow your brand guidelines exactly
• Check the company’s previous work to check for quality and creativity
• The company should be responsive. If they take ages to reply to emails, heed that warning sign

Give your video pride of place

No matter how good the quality, production values, or messaging, if no one sees it, it’s failed.

Put it on your home page, other relevant online pages, company blog, your office’s reception area – the more visible it is, the more likely the right people will see it.

Send it to your networks

It might not have been made for them, but if your video has new or relevant info, use your existing networks to get more eyes on it. Share it with other pros in the sector and existing clients – it’s a good way to spark old relationships. A quick email pointing people to it can work wonders for lead gen.

PR and social media support

A targeted social media campaign will get your video the biggest – and most relevant – audience. LinkedIn, X, Instagram, TikTok and Facebook campaigns will put your business in front of the right people and direct traffic to your website. Don’t forget YouTube.

Traditional PR efforts are also key in getting your video exposure across multiple channels – and crucially, getting people to fill out that form on your landing page to convert.

Advertise online

Put some money behind it. Use tools like Google Ads to optimise your ads so that your video reaches prospects when they’re searching for services like yours.

Build a distribution strategy

Whatever methods you choose, take the time to build a solid video distribution strategy. Take a look at our blog on building a distribution strategy that works for some expert tips.

Conclusion

We know, it’s a lot to take in – maybe we should make a video about it. So, if you’ve been skimming through until now, here’s the TL;DR version:

• Be clear about what you’re trying to do
• Do your research and decide what type of video will help you achieve your goals
• Set a realistic budget
• Find a good production company that can deliver a great video
• Remember to optimise and promote your video for maximum ROI

Most importantly, you need a video production company that gets what your business is all about, and how video can help it grow. Turns out, we’re pretty good at it.

Written by Jamie Field, Director, Video at Definition.

Updated by Rebecca Rappaport, Video Producer, at Definition, on 08/07/2024.