Why corporate video outperforms other content formats
Video engages multiple senses simultaneously, creating a more immersive experience than text or images alone. The combination of visual and auditory information forms stronger connections that improve information retention and understanding.
Corporate video also excels in several key areas:
- Emotional connection – Through facial expressions, voice tonality, music, and visual storytelling, videos convey complex emotions that text simply cannot match
- Versatility – A single video format can be adapted for internal communications, marketing, training, or recruitment
- Persuasive power – Emotional engagement drives persuasion, whether motivating employees, explaining policies, or promoting products
How has corporate video evolved?
The corporate video landscape has transformed dramatically in recent years. The polished, overly produced corporate videos of the past have given way to more authentic content that prioritises genuine connection over perfection. Today’s audiences respond better to authentic content rather than scripted performances with flawless lighting.
Key trends in corporate video:
- Employee-generated content has become increasingly valuable, creating trust and relatability
- Integration with broader marketing efforts across multiple platforms and channels
- Professional quality with authentic feel – audiences expect content that feels genuine but looks and sounds professional
The hidden costs of DIY video production
Many organisations attempt to handle video production entirely in-house, only to discover significant hidden costs:
- Lost productivity – When employees without video expertise spend hours on production, their primary job responsibilities often suffer
- Steep learning curves – Mastering camera operation, lighting, sound recording, composition, and editing requires significant time investment
- Equipment expenses – Professional-looking video often requires microphones, tripods, lighting, and editing software
Co-creation offers an elegant solution to these challenges. Your team handles the content creation—where their expertise is most valuable—while we manage the technical aspects of editing and production. This approach preserves the authenticity of employee-created content while eliminating the technical headaches and time drain of DIY editing.
5 types of corporate videos with the highest ROI
Not all corporate videos deliver equal returns. These five formats consistently provide excellent value:
- Employee testimonials – Build company culture and support recruitment efforts by sharing workplace experiences
- Executive messages – Connect leadership with teams across the organisation to humanise leadership, clarify direction, and build trust
- Product demonstrations – Show rather than tell, making complex offerings understandable through visual explanation
- Company showcases – Build credibility and help prospects envision potential outcomes
- Training videos – Standardise knowledge sharing across your organisation with consistent, accessible information
Measuring the impact of your corporate videos
To truly understand the value of your video investment, you need to look beyond simple view counts.
Different types of metrics can provide valuable insights:
- Engagement metrics can show how your audience responds to and interacts with your content
- Conversion tracking helps measure the business impact and ROI of your videos
- Internal metrics can reveal the effectiveness of internal communication and training
- Qualitative feedback provides insights that numbers alone cannot capture
Setting up proper tracking doesn’t need to be complicated. Most video hosting platforms provide analytics, and simple evaluation methods can measure changes in knowledge or attitudes. The key is establishing clear objectives before creating your video, then measuring against those specific goals.
Corporate video remains the most powerful format for business communication because it combines visual impact, emotional connection, and information delivery in a way no other medium can match. By understanding the current landscape, avoiding the pitfalls of DIY production, focusing on high-value formats, and measuring results effectively, you can harness this power for your organisation. And with co-creation, you get the best of both worlds—authentic content with professional quality.
If you’re interested in learning more, contact our team today
