Corporate video production company

I’m Sian, the Head of Video at Definition. With a background in sound and music, I’ve spent the last decade shaping and executing strategic video projects for brilliant clients. These days, you’ll find me leading our video department, handling the big picture stuff across video at Definition and overseeing all our productions.

Always with an eye on telling the best story and creating visually incredible content, I look after the production budgets, scheduling, overseeing quality control of our projects, and managing our talented team of producers, designers, animators, editors and crew. I’ve been lucky enough to produce and direct shoots globally, from Switzerland to Singapore. For all sorts of companies, from big names like Google and AmEx to nimble startups.

Things I love? Working with our wider Definition team to define and align brilliant brands, developing creative strategies, problem solving, consulting on all things video, and making our clients’ work look and sound brilliant.

Are you looking to close a deal (case study or testimonial videos), raise your profile or associate your business with a concept or emotion (brand video), or teach your customers or staff how to do something (explainer or training videos)? Whatever you’re trying to achieve with video, it’s essential to define this, and how you will measure success, before you get started.

Research has proven that quality matters when it comes to corporate videos. Poor production value is easy to spot and reflects badly on your brand. We’re not saying you need to splash out on a major production with special effects and months of animation. But doing it on a shoestring is hard and will require a lot of compromise that will ultimately detract from the end goal.

Even the most mundane elements of your business can be humanised through clever use of storytelling. Stories are memorable and if you can weave an engaging story into your corporate video, you’ll captivate your audience and be much more likely to achieve your objectives.

e understand how important it is to get buy-in from stakeholders throughout the corporate video production process. By setting objectives and KPIs and being up front about budgets, you are much more likely to be successful. And we have a few tricks up our sleeve for keeping stakeholders informed and happy.

We are much more than just a corporate video production company and that’s because we insist on producing every video with the distribution plan in mind. Whether your video will be live streamed, published to your website, shared on your intranet, promoted via TikTok, broadcast on an established television channel, or through a custom video hub we always like to understand the distribution strategy (we can advise on this) before we get started, as this will inform many of the decisions that have to be made during the production process.

Your video is about much more than beautiful visuals (although this is important). Think about how you can make your video work hard for your company. Personalisation (where elements of the video are customised to the particular viewer), interactive content (where the audience can complete forms embedded within the video) and call-to-action buttons (also embedded) can be the difference between a nice piece of content and a lead generator. Any corporate video production agency should make these options available to you.

It’s great to know how many views your video has had, but there is so much more information you can gather from smart video analytics tools. Where are you losing your audience? Which devices is your video being viewed on? Where are your viewers located and how are they finding your video? All of this data should be captured, analysed, reported on and used to optimise and improve your video marketing strategy.

If your video is being published to your website, it presents a search engine optimisation opportunity. In fact, video can make an extremely powerful contribution to your overall SEO strategy. Seize this opportunity by producing transcriptions and captions, publishing and optimising the meta data and video xml sitemaps, and of course, making your video so watchable and shareable that viewers indicate to Google by their actions that it’s worth ranking.