Is your business looking to create a corporate marketing video? User-generated content has become common on platforms like LinkedIn, but when you need clarity, credibility, and consistency, a professionally produced corporate video still delivers stronger results.
Dream Engine has been producing corporate and marketing videos since 2002. Below are the key principles we recommend keeping in mind when planning your next corporate video.
1. What Do You Want, and Why?
The first step in creating an effective corporate video is being clear on why you’re making it. That might be to explain a service, introduce your organisation, support a campaign, or build trust with a specific audience.
What message do you want your corporate video to convey?
You should be able to describe your core message in one or two sentences. Whatever that message is, you want viewers to walk away with a clear understanding of it.
This message should guide every decision you make as the video develops, from scripting to visuals to editing. Keeping it front of mind helps avoid unnecessary complexity and keeps the video focused.
Focus on the benefits for your customer
The most effective corporate videos focus on benefits, not features. People engage when they understand how a product or service helps solve a real problem. If your video clearly shows how you help, attention and interest follow naturally.
Keep it short and clear
Attention is limited. If a video takes too long to get to the point, people drop off.
A strong corporate video is clear, engaging, and gets to the message quickly. If it works in 60 to 90 seconds, keep it there. If it needs more time, make sure the pacing earns it.
Speak your audience’s language
Avoid internal jargon and buzzwords. Use plain language your audience would use themselves. Clear language helps people feel that you understand them and their situation.
2. Make a Plan (Pre-production)
Pre-production is the most important stage of the video production process. Without planning, even a simple video becomes harder, slower, and more expensive than it needs to be.
Script
Scriptwriting is about more than words. It defines tone, structure, and intent. Plan interview questions, voice-over, and key talking points. Decide what you want the audience to feel and understand, and reflect that in the script.
Location
Choosing the right location can significantly improve the final result. Consider:
- Noise: Is the space quiet enough for clean audio? Is there echo or background noise?
- Lighting: Does the space have good natural light? What time of day works best?
- Access: Are approvals, inductions, or bookings required?
Set design
The location should support the subject. For example, filming a medical professional in a clinical setting reinforces credibility. Use props, colours, and backgrounds that feel relevant and intentional.
Presenting
Being on camera is uncomfortable for many people. If you’re not using a professional presenter, plan ways to help your subject feel at ease. Coaching, rehearsal, and a relaxed environment make a big difference. Learn how to help presenters feel more comfortable on camera.
Interviews
Lock interviews in early. Give interviewees time to prepare and share questions in advance. This leads to clearer answers and more confident delivery.
B-roll
B-roll shows your organisation in action. Office activity, interactions, and environmental shots add context and polish. Plan these shots deliberately rather than leaving them to the end of the day.
3. Tell a Story
The strongest corporate videos use storytelling. Even a short video benefits from structure and progression.
Narrative
Breaking a video into clear themes helps make it easier to follow. For example, a case study might include:
- Introduction to the organisation
- The problem it faced
- The challenge of solving it
- The solution
- The outcome
- Conclusion and next steps
How to make a Case Study video from Dream Engine on Vimeo.
Creating tone
Your tone should match the intent of the video, whether that’s to inform, reassure, or motivate. Consistent tone improves engagement and helps the message land.
4. Production Value
Production quality matters. While equipment has become more accessible, professionalism still comes from experience and attention to detail.
Camera
Framing and lens choice affect how people perceive the subject. Wide shots establish context. Tighter shots create connection. Thoughtful framing helps the audience feel comfortable and engaged.
Lighting
Lighting should feel natural and consistent. It needs to support the mood of the video and keep attention on the subject.
Sound
Audio quality is critical. Poor sound quickly undermines credibility. Use proper microphones and plan around environmental noise during pre-production.
5. Call to Action
A good corporate video ends with clarity. Tell viewers what to do next, whether that’s visiting a website, getting in touch, or learning more. Learn more about how we design effective calls to action.
6. Branding
Consistent branding helps reinforce recognition. This includes graphics, colours, logos, and visual style. Subtle, well-placed branding is often more effective than heavy repetition.
7. Music
Music shapes emotion and pace. Choose tracks that support the message and tone of your video. Platforms like Artlist provide licensed music suitable for corporate use.
8. Get Your Corporate Video Out There
Once your video is finished, make sure it’s seen.
YouTube is useful for discoverability and search. Vimeo is often better for clean website embeds and presentations. For social platforms, uploading video natively usually performs better than sharing links.
On LinkedIn, short native videos with captions work well. On Instagram, focus on Reels and Stories formats. For internal communications, consider hosting videos within your intranet, Teams, or learning platforms.
Repurpose your content
Repurposing video extends its value. Long-form videos can be broken into shorter clips for social, internal updates, or follow-up communications. This approach helps keep your message consistent and visible over time.
Conclusion
Producing a strong corporate video is a structured process. Clear intent, good planning, and professional execution make a significant difference.
If you’d like to discuss your next corporate video, please get in touch.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
