Eight top tips for creating video for business


When you first start using video for business, it’s daunting.

You might want to tell a story, demo a product, cover an event, train employees, share your expertise with the world or tell people about your brand but whatever it is you’re looking to do,  there’s a lot to consider, especially if it’s new ground for your business.

What sort of video will you create? Will people watch it? Will it add value? It feels like there’s plenty that you could get wrong, but you’re in the right place to learn about how to approach it.

We’ve gathered the eight top tips below, about creating brilliant video for your business, from our expert team.

  1. Pick a part of your story to tell

Video works best when it’s short, so think carefully about what part of your story you want to tell. You can embed your video into some written content if there’s more you’d like to say, but the video part should expand on the text rather than repeat it. Focus your video on the most interesting part of your message, as some members of your audience might choose to watch the video and ignore the rest. Video’s popular!

  1. Write a brief

Regardless of who is creating your video for business, it’s always worth writing a clear and detailed brief. Not only will it remove the potential for crossed wires and ensure you get exactly what you want, but it will also get you thinking about the purpose of your video and help you to work out what it is you want in the first place.

  1. Be imaginative

Your viewers need to feel like they’re on a journey and they need to be entertained. A single talking head gets very boring, very quickly, so think about interweaving images, music and graphics to keep things interesting.

  1. Be flexible

There’s no one formula for creating an engaging video for business; you’ve got to be flexible and create something that suits the type of message you want to get across. Similarly, take advice from the professionals. Creating great video for business is an art, and not something just anyone can do.

  1. Don’t compromise on quality

Brightcove reports that consumers are 62 per cent more likely to have a negative perception of a brand that publishes a poor-quality video, so it’s important not to wing it when it comes to video for business. By getting a decent professional involved, you’ll ensure you get the best quality footage, audio and story, leaving your viewers with a sterling impression of your business. Plus, you’ll be less likely to accidentally delete your footage, forget to charge your equipment or fail to get your release forms signed. There’s a lot that can go pear-shaped if you don’t know what you’re doing.

  1. Be yourself

Just because video’s a new channel for your business, you still need to remain true to your brand, values and messaging. Your tone should always be the same, whatever your channel.

  1. Think about more than just your story

Consumers buy into lifestyles. Make sure you’re filming in the right environment, with the right cast and using the right wording to sell a lifestyle that your viewer wants.

  1. Consider context

Before you get started, have a good think about how you’ll be using your video for business. Consider whether you’ll be sharing it on social media, having it as a standalone film on your website, embedding it into a blog entry or sending it out embedded into an e-newsletter. Its destiny may influence your execution.