Let’s face it - B2B marketing doesn’t always get the spotlight for being exciting. When was the last time a white paper made you feel something? Probably never, right? 

In the B2B world, we’re used to emails and endless presentations (all necessary but not exactly captivating). But flipping the script and giving way to something engaging, like corporate videos, can change the game. 

No, we aren’t talking about the dull, “talking-head” videos that everyone skips. We’re referring to videos that bring your brand to life and allow potential partners to see the passion and innovation behind your brand. Videos that humanize your brand and those that turn cold facts into a priceless connection. 

Stick around as we discuss how corporate videos strengthen B2B marketing. 

What Are Corporate Videos?

Corporate videos are professionally made films designed to communicate a company’s message. 

When interacting with potential clients, you have a choice: you can either hand out brochures, give them a detailed PowerPoint presentation, or show them a short film about who you are and what you do. 

Corporate videos have the energy and emotion a typical presentation cannot match. It’s the difference between telling someone you’re innovative and showing them your innovation in action. 

According to Wyzowl, a staggering 90% of video marketers say video helps boost brand awareness. 

The same study shows that 87% of marketers believe videos increase sales. So, instead of listing off your product features, you showcase to a client how using your technology solves real-world challenges right before their eyes. 

It could be behind-the-scenes footage of your team at work, testimonials from happy clients, or a demo of your latest offering. Overall, the aim is to help your audience “feel” what it’s like to do business with you. 

5 Types of Corporate Videos

Not all corporate videos are created equal. Each serves a distinct purpose and allows companies to convey their messages in the most effective way possible. Below, we share some common types of corporate videos.

1. Brand Videos 

Brand videos encapsulate a company’s values and mission in an engaging format. For instance, consider a clothing company that prides itself on sustainable practices. 

They can go the traditional marketing route and enlist their eco-friendly materials and ethical manufacturing processes. 

On the flip side, they can create a brand video that opens with beautiful scenes of nature (lush forests and flowing rivers) showcasing a day in the life of a customer wearing their clothes. 

Such a format will naturally be more convincing. When viewers see the values behind a product, they’re more likely to choose that brand over competitors. 

2. Corporate Culture Videos

These videos highlight what makes your company tick. It can include team values and the unique atmosphere of your organization. 

You can show everything from team-building activities to office environments. This way, you get to kill two birds with one stone. 

First, it gives you an opportunity to attract clients. Second, it creates a sense of community that extends to partners and clients, which means they’re more likely to collaborate with you. 

Here’s an example of a company culture video from NGS, which specializes in enhancing commercial and government buildings through retrofitting solutions.  

3. Product Demonstration Videos 

This is your chance to shine a spotlight on what you offer. So, instead of a boring brochure, create a video that displays your product in action. 

These videos illustrate how your product solves a problem and improves user experience. The goal is to help potential customers visualize the value of your product; in other words, turn curiosity into desire. Checkout this product demonstration video of Pipe: 

The video gives a quick glimpse into how the SaaS product can be used. 

4. Educational Videos

Educational videos take complex topics and break them down into digestible bites. While written content is still a great way to explain concepts, but the fact that more people purchase after watching a brand video is not ignorable. 

Say you’re in the food business and want to explain to your audience the process of making that perfect souffle. 

Instead of a stuffy lecture, you take viewers on a journey through the kitchen, complete with vibrant visuals and a chef who cracks jokes while explaining the science behind that fluffy wonder. 

This way, your audience feels like they’re part of a fun cooking class and are more likely to stick.   

5. Testimonial Videos

Testimonial videos feature real customers sharing their experiences with a product or service, and let’s be honest; they’re one of the most convincing marketing tools. 

Research highlights that testimonials (positive or negative) impact the purchase decision of 95% of people. Now, put thoee insights in a video that features firsthand accounts of real-life experiences. Wouldn't that be more convincing? 

Check out this testimonial video from Ascender, a human capital management (HCM) software. 

The glowing faces of satisfied customers build trust, and potential customers are more likely to invest in such companies. 

How to Make Corporate Videos: Essential Tips & Tricks

Corporate video must combine the right strategy and creativity to effectively communicate your brand message. After all, the aim is not just to capture what the company does but the passion behind it. Consider these tips when making one. 

Start With a Compelling Concept 

Even the best ideas can fall flat if your audience doesn’t resonate with them. 

So, begin by honing in on what makes your brand special. Ask yourself, what’s the core message you want to convey? It could be your commitment to sustainability or the innovation behind a product. 

Next, think about how you can tell that story in a fresh way. Maybe consider using real customer experiences or unique company traditions that embody your culture. You can also share the journey of a product from conception to completion. 

No matter what route you decide to take, don’t forget to make your team a part of it. Their unique perspectives could be just what you need to spark creativity. 

Write a Compelling Script 

A corporate video is only as good as its script. If you’ve been wondering how to make corporate videos more creative, pay attention to these tips:

• Always begin your script with a proactive question, a surprising fact, or a brief anecdote. Give your audience a reason to stay. 
• Although this depends on your brand’s personality, we recommend aiming for an approachable and friendly tone. Besides, avoid overly complex language. Talk like you’re chatting with a colleague. 
• Organize your script into clear sections: introduction, main points, and conclusion. Each part should build on the last and create a logical progression. 
• Always finish with a strong call to action. Encourage viewers to visit your site or follow your social media handles. Make it clear what you want them to do next and why. 

Plan Your Visuals

When it comes to corporate videos, visuals are the eye candy that keeps viewers hooked. We mean, you could have a great script, but terrible visuals might just want to make the viewers quit. Here are a few things to keep in mind. 

• Begin by breaking down your script into a short list. Identify key scenes that require specific visuals (think product demonstration or a team brainstorming session). This list will guide your entire filming process and make sure you don’t miss essential footage. 
• Next, you need to consider how you’ll frame each shot. Take into account the rule of thirds, leading lines, and symmetry to create visually appealing compositions. For instance, if you’re filming an employee interview, position them off-center to add depth to the scene. 
• B-Roll footage can be a great way to add context to your video. You can use it to showcase your workplace, your products in action, or satisfied customers using your services. 

Pay Attention to Lightning and Sound

Harsh lights and muffled audio can undermine even a beautifully shot video. Contrarily, quality lighting and sound complement existing visuals. 

Let’s start with lighting. Good lighting sets the mood and emphasizes important elements. 

Natural light can work wonders here because it casts a soft glow that flatters subjects. If you’re filming indoors, consider positioning your subjects near windows or choose the right time of day to make the most of available light. 

However, don’t underestimate what artificial lighting can bring to the table. LED lights and Softboxes can help you control the ambiance and keep your subjects looking their best. 

Now, let’s shift the focus to sound. Consider using lapel mics for interviews or shotgun mics for broader sounds; both can capture clear audio without distracting background noise.  

It’s also wise to scout your filming location ahead of time to identify potential sound issues. Are there any loud air conditioning units? Is there street noise that might disrupt your recording? The clearer the audio, the more your message will resonate.

Top Corporate Videos

While there are countless corporate videos out there, a select few stand out for their ability to tell compelling stories that resonate with viewers. Below, we share some examples. 

University of Bayreuth

Today’s students are on a mission, and it’s not just about acing their exams. They crave a mix of hard and soft skills to prepare them for the challenging job market. 

The University of Bayreuth recognizes this shift and brilliantly captures it in its corporate video. Instead of sticking to the usual routine of program listings and campus shots, they created a video that’s as motivating as it is informative.

 The University of Bayreuth features real students sharing unique journeys. Through their stories, you can see the academic rigor and personal development that makes this place special.

Microsoft 

When Microsoft set out to rebrand its headquarters in L.A., it aimed to tell a story about evolution. Their corporate video brilliantly captures their journey. 

The video instantly grabs attention with vibrant visuals and a lively atmosphere. 

What truly makes this video shine is the candid interviews with the branding agency that collaborated on the project. 

Hearing firsthand accounts of the creative process adds depth to the narrative. It’s like sitting in on a conversation between friends discussing their shared vision and the challenges they overcame together. Magical, isn’t it? 

Connect with the Best Corporate Videographers for Your Business!

Decisions are driven by trust nowadays, and nothing builds it better than videos. A well-made corporate video connects by humanizing the abstract and simplifying the complex. 

It brings viewers closer to your business and puts a face to your brand, letting businesses see who they’re partnering with. 

However, the key is to make a video that effortlessly reflects your business’s unique strengths. That’s where our video production Chicago company comes in. 

At Indirap video marketing agency, we know how to create visual stories that resonate with your audience. Let's work together and create something that actually moves your needle!

FAQs

What is the role of video in B2B marketing?

The role of video in B2B marketing is no less than the espresso shot that wakes up a sleepy meeting. Put simply, it turns a simple brand message into something that’s hard to ignore. Potential clients get to see real stories and experiences, which creates a deeper connection with your brand. 

What is the corporate strategy of a B2B company?

A B2B company’s corporate strategy entails building relationships and understanding the market. You need to adapt to the client’s needs for sustainable growth. Clients who see the value in your offer will likely turn to you. 

What is B2B videography?

B2B videography involves making videos that speak directly to businesses. The aim here goes beyond just getting the products and services to the forefront. The right video educates and inspires businesses to take action.