Three ways to create incredible video for business


If you’re a business owner or marketing professional, it’s likely that creating brilliant business videos is part of your remit.

There’s a whole raft of stuff to think about before getting started, but we’d suggest considering the below as your first port of call.

1 Create an engaging narrative

We’re bombarded with marketing messages from the minute we wake up until the time we go to bed. To make your business videos stand out from the crowd, you need to make your business videos meaningful to your audience, not just push your own agenda. Why will people want to watch it? What’s in it for them? To engage your viewers and make watching worth their while, your business videos need to be educational, useful, inspirational, or need to spark emotion – whether they make people smile, laugh or cry. Think hard about the story or messages you need to convey and the best narrative to achieve this to keep people interested.

2 Draft in the professionals

With everyone walking around with smartphones in their pockets, there’s a tendency for every man and his dog to think they’re a videographer. But it’s important not to underestimate the importance of getting professional assistance when creating video for business. There’s plenty of choice out there for consumers and, with just 15 seconds to engage your viewer before they decide whether to continue watching or not, it’s crucial that your technical standards are top notch. Working in partnership with professionals such as videographers and copywriters, you’ll still be involved in your business videos, but you can be confident that they’ll be brilliantly shot, have a great script, be filmed in perfect lighting – and that your viewers will want to carry on watching.

3 Keep it short and sweet – and simple

The world has never moved faster than it does today, and your audience is a busy one. That’s possibly why nearly two thirds of consumers prefer video that’s under 60 seconds, so it’s important that video for business is succinct. There’s some great guidance here as to roughly how long your business videos should be, depending on their type. But just making them short won’t cut it – they’ve also got to be simple, to the point and easy to understand, otherwise viewers won’t bother watching. Keeping your messages clear, and cutting complexity and waffle, will be far more effective at engaging your audience.