25 Tips for Creating the Best Video for Your Business
Business videos are everywhere. But effective business videos—the kind that cut through, engage the right people, and actually drive results—are harder to come by.
That’s what this list is for. Whether you’re briefing an agency or going DIY, here are 25 practical tips to help you create better video content. Along the way, we’ve included real examples from our work at Small Films—from schools and challenger brands to retailers and tech companies.
1. Be clear on the purpose
Is it to build brand awareness? Launch a product? Drive recruitment? Knowing the goal at the start helps shape the script, the visuals, and where it lives. We made The Marlborough Difference to support a major fundraising initiative for Marlborough College. That purpose clarity shaped the entire creative approach.
2. Know your audience
Who are you talking to? A corporate buyer? A 17-year-old student? Someone on TikTok vs someone in a boardroom? The tone and style of this Regent’s University video was crafted to connect with students and parents alike.
3. Hook them early
People decide within seconds whether to keep watching. No long intros—get straight to the point. A striking visual or a bold line of voiceover can make all the difference. Think about the first 3 seconds of content and how you will captivate the viewer.
4. Stick to one key message
You can’t say everything in 90 seconds. Pick one focus and build around that. In this project for SockShop we went with a single, feel-good proposition that made for a standout TV ad.
5. Keep it tight
Most people don’t finish videos. Shorter almost always performs better. That doesn’t mean rushing—but it does mean trimming the fat.
6. Tell a simple story
Even short videos need structure: set up the challenge, show the solution, and close with impact. Mous asked us to create a launch film that would provide real-world proof that their phone case could survive just about anything. It led to them making over £2 million in sales and explosive growth.
7. Show, don’t just say
Don’t tell people your service is innovative—show it in action. Don’t explain that your team is friendly—let us see them doing what they do.
8. Make it personal
Showing real people builds trust. Whether it’s your team, your customers, or your community—authentic human moments connect far more than polished scripts. For Charlie Bigham’s film we brought the brand’s warmth to life by capturing the people and kitchens behind the meals. No actors, no gloss—just real stories, honestly told.
9. Match tone to brand
This video series for Lick paint was designed to match their bold, design-first personality. That meant upbeat music, vibrant visuals, and fast cuts. Know what your brand feels like—and reflect that in your edit.
10. Prioritise sound quality
Bad audio is distracting. Whether you’re recording interviews or capturing natural sound on location, clean audio makes a big difference. Invest in it.
11. Design for sound‑off viewing
A lot of videos are watched on mute, especially on social. That doesn’t mean every video needs full subtitles—but you do need to plan for silence. Use on-screen text, captions or smart motion graphics to make your message clear even without sound. When we created these animations for food wholesaler Booker, every scene was built to work with or without voiceover.
12. Think about platform from the start
TV, YouTube, Instagram, LinkedIn—they all have different best practices. This Mackie’s TV ad was shot specifically for broadcast, with visual-led storytelling and brand cues right up front.
13. Use a proper brief
Even a simple one. What’s the goal? Who’s the audience? What do we want people to feel, think, or do? A good brief keeps everyone focused.
14. Plan your shoot day
Shooting multiple locations or products in a single day? Get your schedule nailed down. We did just that for Aldi’s product videos, which were all about helping customers understand their range better. Planning meant we captured everything efficiently without compromising on quality.
15. Get more B‑roll than you think you need
B-roll—cutaway shots of people, locations, product details—adds flexibility and pace. It also helps cover edit points. Always get more than you think you’ll use.
16. Don’t overcomplicate it
Sometimes, one well-shot interview is more effective than a flashy, overstuffed montage. Clear and considered beats busy and chaotic.
17. Mix up your visuals
Even if you’re shooting interviews, use multiple angles or include action shots. In our video for One Beyond, switching between interview, b-roll and motion graphics helped keep viewers engaged.
18. Use text and animation to clarify
Whether it’s for names, stats, or explaining abstract ideas, text and motion graphics help get the message across—especially when sound might be off or time is short.
19. Edit with rhythm
The pacing of your edit matters. Match it to the tone. Fast cuts can add urgency or energy; longer takes can create space to absorb emotion.
20. Layer sound for impact
Music, ambient noise, subtle sound design—it all adds depth. In Nextbase’s dash cam campaign, layered sound brought the storytelling to life, adding tension and realism to high-stakes driving scenes.
21. Don’t forget a call-to-action
What should viewers do next? Visit your site? Book a demo? Share the video? Be direct. End with a strong message and visual prompt.
22. Keep your branding natural
Your logo doesn’t need to be on-screen the whole time. But make sure your tone, colours, fonts and visuals feel aligned with the rest of your brand.
23. Test different versions
Sometimes a 30-second cutout works better than a full-length version. Or a square crop outperforms landscape. Test. Learn. Repeat.
24. Repurpose your footage
From one shoot, you can get a hero video, social cutdowns, reels, behind-the-scenes clips and more. Build that into your plan from day one.
25. Work with people who understand your story
Great videos aren’t just well-shot—they’re well‑thought‑through. The best results come from close collaboration, shared understanding, and honest conversations. That’s how we’ve approached every project you’ve read about here.
Want more?
If you’ve made it this far, you’re clearly serious about doing video properly. We’ve helped brands like Mous, Charlie Bigham, Booker, One Beyond and many more create content that drives results—not just views.
Take a look at more of our recent projects and visit our blog for practical tips on everything from video strategy to social content.
And if you’re looking to really up your video game, then why not check out the Amazon bestselling book on video strategy:
Resonance: Unleash your brand’s potential with video—written for marketers, brand leaders and business owners who want to do video with purpose, not just production.
