The Top Ten Best Practices for Corporate Video Production

If your company has taken the step to invest in corporate video production, it is crucial that your video includes your brand and its core message, and instructs new viewers on how to interact with your brand. Without integrating this information into your video, your efforts will not be fully effective, and your ROI will be diminished.

There was a time when businesses, whether large or small, used plain text and images to advertise and market their product/service. That’s it. Just text and images.

But recently, video has become a critical element for online marketing. 

Simply put, corporate video marketing is a way of marketing your products or services with the help of videos—moving content that is in harmony with your written content. But corporate video production goes beyond just making your brand look good on camera. It’s about creating video content that serves clear business purposes—whether that’s marketing, advertising, training, or internal communications.

Why is this so important? The benefits speak for themselves. Studies reveal that video can increase brand awareness by over 50%, boost engagement rates by almost a third, and attract up to three times as many monthly visitors to your website. Even more impressive, viewers retain 95% of a message when they see it in a video, compared to only 10% when reading text alone.

With video now dominating the digital landscape, it’s no wonder that more than 80% of businesses have made it a cornerstone of their marketing strategy, and nearly all of them plan to keep it that way. Staying up to date with the latest best practices in corporate video isn’t just a nice-to-have—it’s essential for brands looking to connect, engage, and drive results in today’s crowded online world.

If there is anything we have learned, it is that video marketing is proven to boost ROI, and increase traffic and engagement.

Let’s reflect on the top 10 online video takeaways we’ve learned over the year:

10. Determine your distribution channels

Is your content proprietary, does it require a log in? Do you intend to have your content be easily sharable from your site? Have you considered other video players besides YouTube?

When it comes to getting your video in front of the right audience, it’s all about knowing where and how to share it. You’ll want to think strategically about three major avenues: owned, paid, and earned channels of distribution.

Start by leveraging your owned channels—these are all the digital real estate you control, like your website, blog, social media profiles, and email newsletters. Hosting your video here ensures it’s easy for visitors and subscribers to find. A quick optimization tip: craft descriptive titles and include relevant keywords in your video descriptions and tags to help your content surface in search results.

Next, consider using paid channels to give your video an initial push. This includes tactics like sponsoring posts on platforms such as LinkedIn or Instagram, running targeted video ads on YouTube, or even collaborating with industry-relevant websites to promote your content. Paid distribution can supercharge your reach, helping you get in front of audiences who may not already know about your brand.

Finally, don’t forget about earned channels—the word-of-mouth effect. Encourage your team, happy customers, or industry partners to share your video. Reach out to journalists or bloggers for potential coverage, and connect with influencers to spread the word even further. Sometimes, a great video takes on a life of its own when viewers are excited to share it with their own networks.

By weaving these three types of channels together, you can dramatically expand the audience for your corporate video, ensuring that all your hard work gets the spotlight it deserves.

Key Channels for Distributing Corporate Videos

Once you’ve crafted a stellar corporate video, the next step is ensuring it reaches your intended audience. Distributing and promoting your video wisely can dramatically improve its effectiveness and visibility. Here’s where you should focus your efforts:

• Your Owned Platforms:
  Start with your website, blog, and email newsletters. Embedding your videos here ensures that your established audience encounters your message as part of their typical engagement with your brand.

• Social Media Channels:
  Post your videos on your company’s social channels—LinkedIn, Facebook, Instagram, X, and even TikTok if your audience is there. Each platform has its own strengths, so tailor your approach accordingly and consider creating shorter video snippets to fit various formats.
  t your ideal viewers with precision and quickly ramp up your video’s exposure.

• Paid Advertising:
  Boost your reach with promoted posts or video ads on platforms like YouTube, Meta, and LinkedIn. Paid campaigns can help you target your ideal viewers with precision and quickly ramp up your video’s exposure.

• Public Relations and Earned Media:
  Don’t underestimate the power of PR. Pitch your video content to industry journalists and publications or encourage employees and delighted customers to share your video within their networks. Authentic shares build credibility and expand your reach.
  

By strategically leveraging these various channels, you ensure your corporate video doesn’t just gather digital dust—it drives engagement, strengthens your brand presence, and supports your overall marketing goals.

9. Repurpose video content to maximize reach and engagement

Recreate your best works in other areas of your online video marketing. It is important to maximize the investment you have made in your videos. Therefore, consider repurposing different edits of your content. Incorporate short clips linked from emails or longer form premium content.

Team up with relevant industry influencers or like-minded organizations to co-promote your video. These collaborations can introduce your content to entirely new audiences you might not reach otherwise.

To ensure your corporate videos connect with a wider audience, consider a multi-faceted approach. Start by experimenting with various video formats and lengths—short teasers, in-depth explainers, and customer testimonials each appeal to different viewers. Test different platforms like Vimeo, LinkedIn, and even TikTok depending on where your audience spends their time.

Don’t let your content gather dust after its initial debut. Rework key moments from your videos into bite-sized social media clips, turn longer videos into highlight reels, or extract snippets for use in email campaigns. Repurposing your best footage can reinforce your message in new contexts.

Continual testing is your friend—try A/B testing video thumbnails, titles, and even video descriptions to see what garners more clicks and engagement. Analyze your results, refine future videos accordingly, and watch your online presence grow.

8. Optimize new video production cost

7. Create engaging content

Capture attention, convey meaning, and add value.  Is your content meaningful?  Does it bring value to the people watching it? Highly engaging content is capable of capturing the viewer’s attention for a long duration of time. Thus, making it a part of inbound marketing strategy is a great way of more efficiently spreading the word about your products or services.

6. Add sizzle

Consider video quality, audio quality, music, effects and camera aesthetics.  It is true that content trumps aesthetics, but sizzle is important as it creates additional ways to hold viewer attention.  Don’t overdo it though. Carefully select your video editing effects. There may be a few hoops to jump through which take some time. This is something to keep in mind during your planning phase. Weigh the pros and cons of the effects while you are in your planning and development stages.

Why professional production matters

You don’t need to roll out the red carpet or chase an Academy Award, but investing in solid production values is one of those details that truly elevates your video in the eyes of your audience. Crisp visuals, clean sound, and strong editing help create a lasting impression—signaling that you take your brand seriously. When you partner with skilled professionals who understand lighting, framing, and storytelling, your final product reflects the credibility and trustworthiness you’re aiming for.

A polished video can mean the difference between being seen as a market leader and being dismissed as just another face in the crowd. Professional touches inspire confidence and, in the end, help your message resonate while keeping viewers engaged.

5. Incorporate branding to build identity and connection

Once you have decided to invest in creating a video, make sure you have clearly stated your brand’s message, mentioned your brand, or how new viewers can contact your brand. It is very important to include this with all of your videos, this way when someone does view your videos, they know who did them and can see a pattern of brand identity associated with your unique content.

So, what exactly is a brand video, and why should you care? Think of a brand video as your company’s cinematic handshake—it introduces viewers to your brand’s personality, laying out your company’s core values, mission, and overall vibe.

Brand videos do more than just say hello. A well-crafted brand video tells your story in a way that words and still images simply can’t, wrapping your message in sound, motion, and emotion. The aim? To spark a connection with viewers that lingers long after the video ends.

Here’s what sets a great brand video apart:

• Showcases brand identity: Every frame is on-message, highlighting what you stand for.
• Creates emotional resonance: By weaving in a narrative, your brand becomes relatable—and memorable.
• Distills your unique selling point: Viewers walk away knowing exactly what makes your company different.
• Sets production standards high: The visuals, sound, and editing work together to reflect your company’s professionalism.

Whether you’re a global powerhouse like Nike or a local startup, a brand video gives you a dynamic stage to make that all-important first impression—one that invites viewers to get to know you and, ideally, stick around.

4. Make an emotional connection

Emotional connections trump expense. Emotional connection is more important than anything else when you are thinking about ROI and video success. This connection allows you to reach out to your audience and connect with them in a manner that text simply doesn’t allow.  People remember how they feel more than what was said.

Prioritize storytelling over hard selling

Why does storytelling matter in corporate videos? In our experience, weaving a story into your video makes your message stick. Nowadays, no one has the patience for a drawn-out sales pitch—audiences crave connection. By placing your product or service within a relatable narrative, you transform abstract benefits into real-world impact, making it easier for viewers to connect with your brand on a personal level.

Story-driven videos tap into emotion, whether you’re showcasing how your software helped a local café grow or following a day in the life of a customer. This approach isn’t just softer; it’s smarter. Viewers remember stories long after they’ve forgotten lists of product features. In fact, brands like Nike and Apple have thrived for years by focusing on experiences and journeys, not bullet points.

Show, don’t just tell. When you let storytelling guide your video production, your message resonates—and your audience is more likely to take action.

 3. Be concise

Don’t say more than is needed. Since we’ve been hearing how the attention span of a person is now down to 8 seconds, 1 second less than a goldfish, its best to keep the edits under 8 seconds and the overall length of your video as short as possible. A good ceiling to stay under is 3 minutes with an optimal length of between 90 seconds to 2 minutes.

2. Be clear

Clarity takes the cake. Being clear is uber important when you are storyboarding your video. Be sure to address all of the aspects and points you have outlined in your content strategy and goals. This should be done in the initial phase of pre-production.

1. Determine the goal of your video

What is the purpose of the video? Is it designed to build brand awareness, draw traffic to your web site, create conversions or something else?

All in all, we can say that we have learned investing in corporate video production for your inbound marketing would prove to be a win-win situation for your company. It can not only increase the popularity of your products or services, but also enhance your return on investment.