Every business has a video strategy these days. All across social media, promotional visuals and talking heads vie for attention through product demonstrations, corporate communications, and more. It’s not that video doesn’t work anymore, it’s that too many companies are all producing the same bland content that others are churning out.
It’s not necessary to have a Hollywood budget or comedic sensibility for virality to stand out. Instead, it’s important to know what captivates engagement and how to stray from competitors – even just slightly – to prove a point.
Start With a Relatable Story
Too many corporate videos fail before the camera even rolls. They ask the wrong question before creation: “What do we want to say?” instead of, “What will our audience care about hearing?”
To change the game, it needs to matter more than you think. By starting with your intent, you’re bound to craft something lecture-esque or sales-driven. By imagining the audience’s concerns, needs and curiosities, you create something people keep watching instead of scrolling past.
This requires understanding industry-specific challenges that exist for potential clients and consumers. For example, a restaurant supply company should not just put together a video pitching their new commercial oven; they should show how that oven addresses the crucial need for consistent cooking temperature during peak dining hours. That’s something kitchen managers might actually care about.
Show, Don’t Tell
Where corporate videos fail is bringing too much talking heads into the fray. Sure, someone can tell us everything the company does, list the features, add in some buzzwords and we’re bored out of our minds. Within 30 seconds, we’re probably looking at something else.
Where video wins as the most engaging medium is its ability to show how things are done. If it’s a service, show what happens as a result. If it’s a process, let people watch it unfold. A professional commercial videographer knows how to capture this nuance as best as any written word.
For example, a landscaping company needn’t waste five minutes explaining their approach to hardscaping; give viewers a time-lapse of a backyard going from dirt to completion with a brand-new patio. Let the visuals speak for themselves with some voice over sprinkled in for good measure. That’s something people will watch and share.
Relatability Over Polish
There’s an in-between from shaky-cam amateur video to overly-polished corporate content. Too much of either side diminishes credibility and removes humanness.
People connect to relatable moments or emotions. This isn’t to say professional doesn’t matter – there’s still value in lighting, sound and composition – but there’s more impact in relatability than it overly-scripted content that tries too hard to have every moment perfect.
For example, testimonials from customers hit harder when people find themselves naturally talking about their experience as opposed to an on-camera interview where they’re trying too hard to deliver talking points. Behind-the-scenes moments work wonders because people enjoy seeing what’s behind the curtain of a supposedly stiff operation. And product demos are always better when realities are included as opposed to only ideal circumstances.
Get Them Hooked in the First Five Seconds
This is old news, but too many businesses fail to incorporate it into their strategies. The first five seconds is all it takes for someone to determine whether they’ll watch until the end.
This means no fancy opening logos or ten-second introductions; instead, dive right into something that’s either going to hook viewer interest or provide immediate value – a seemingly shocking visual, an enticing question, a problem they recognize as relevant to them, etc. Something that makes them want to keep watching.
Because we’ve all done it. We scroll through our own social media and stop when something shocks us, makes us curious or instantly relates to something we care about. Your business videos need that same magnetic quality within frame one.
Make One Point Really Well
Amateur video professionals want to put everything into every video. Let’s explain every nuance our business presents! Let’s list all features! Let cover every potential use!
But what happens is a jumbled mess that fails to communicate anything memorable.
Professional content focuses. Each video should have a clear intention and from there, successfully craft what it needs. If you’re demonstrating a product feature, show it well. If you’re presenting a customer’s success story, let it unfold appropriately. And if you’re explaining something conceptual, explain it fully.
You can always make more videos; in fact you should. Small campaigns of devoted and specific intention will always be more helpful than one sprawling piece trying to be everything for everyone.
Use Sound Wisely
People tend to watch videos on their phones; some people even watch them without sound at first which means sound isn’t an obligation – it’s an added bonus.
However, it doesn’t mean we forget about sound entirely; we must pay attention to how our video will translate with and without sound.
Therefore, captions aren’t optional anymore. They’re inclusive measures that help our message get across even when people can’t turn sound on in that moment. But beyond that, we need visual storytelling to work on its own merit.
When sound is available, make sure it counts; ambient noise adds authenticity; music helps set the mood and pacing; voice over and dialogue should be purposeful and not simply reiterate what’s already been seen.
Know Where Your Video Will Live
An Instagram video has different pacing and framing than a website video. YouTube requires different lengths than intended for LinkedIn viewers (and vice versa).
The last thing you want is one video posted everywhere because it never works well in every environment. That doesn’t mean you have to completely change your content for each platform; however, you can edit and optimize where the video will actually live.
Vertical formats for mobile platforms; shorter cuts for social; longer versions with more detail for your website or YouTube channel. Often the best decision is made shooting with multiple end uses in mind and then creating various versions that work best for each platform’s context-specific environment.
Test and Learn What Works
You’re not going to get it right on the first try. Even seasoned creators test out differing methods to see what resonates with their audience.
Pay attention to your metrics but look beyond view counts – watch time tells you if people are engaged. Comments resonate with emotional connection. Click-through rates show if action was taken thereafter.
And then look for patterns. Is it pacing? Is it topic? Or is it presentation? Use those insights for your next attempt because video content that resonates often comes from businesses willing to take risks and modify their approach based on real feedback.
The market might feel saturated but there’s still more than enough room for genuinely helpful content, visually appealing relevance and brand authentically driven messaging. Most competitors are still creating forgettable content anyway; that’s your opportunity.
