Effective communication depends on connection. If an audience does not feel engaged, they are unlikely to remember the message or act on it. This is why emotion remains an important part of successful video production, particularly in a corporate context.
Emotion does not mean exaggeration or sentimentality. In business video, it is about relevance, understanding, and trust. When people recognise themselves, their challenges, or their priorities in what they are watching, attention follows naturally.
Well-considered storytelling helps create that connection. It gives structure to information and makes complex ideas easier to absorb. When used properly, it supports credibility rather than distracting from it.
For a live event, it’s about capturing the energy and emotion in the room. In this video, we captured an event for The Reach Foundation:
Know who the video is for
There is no single formula for engaging an audience. Every video needs to be shaped around the people it is intended to reach.
Before any creative decisions are made, it is important to be specific about who you are speaking to. This includes understanding:
- The role and seniority of the viewer
- Their priorities and constraints
- What they already know and what they need explained
- What question does the video needs to answer for them
Audiences are quick to recognise generic messaging. Scripts filled with broad claims or vague language tend to undermine confidence rather than build it.
Addressing the viewer’s needs directly, using clear and precise language, helps establish credibility. When viewers trust the information being presented, they are far more likely to stay engaged.
It is also worth considering how and where the video will be watched. A video intended for a board presentation will be structured differently from one hosted on YouTube or shared across social platforms. Planning for context early avoids mismatches later.
Use storytelling to support clarity
Some of the most effective corporate videos are structured as stories, not because they are dramatic, but because stories create order.
Rather than listing features or claims, storytelling allows a message to unfold in a logical way. This might involve showing how a problem arises, how it affects people, and how it is addressed in practice.
Case studies, client experiences, and real-world examples are often more persuasive than abstract statements. They demonstrate outcomes rather than asserting them.
Storytelling in business video is not about exaggeration. It is about selecting meaningful details and presenting them in a way that feels honest and considered.
The video below that we produced for the NMHP helps to explain the service they offer by sharing the story of a nurse:
Visuals should reinforce the message
The visual language of a video plays a significant role in how it is perceived.
Production choices such as lighting, composition, pacing, and location all contribute to the overall impression of the organisation behind the message. Consistency between visual style and brand identity helps reinforce trust.
Strong visuals do not exist for their own sake. They should support the story being told, not distract from it. Showing real people, real environments, and authentic interactions often carries more weight than overly polished imagery.
While visuals matter, they work best when they are in service of a clear message. Story and structure always come first.
How Dream Engine approaches engagement
At Dream Engine, we focus on helping organisations communicate clearly and credibly through video.
We work closely with clients to understand their audience, refine their message, and shape stories that feel relevant and authentic. Our approach balances structure with creativity, ensuring videos are engaging without feeling forced or overstated.
If you are looking to create video content that connects with your audience in a considered and professional way, you can contact Dream Engine here.
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.
