Category Archives: B2B

How to Use Video to Showcase Your University

Video is one of the most powerful tools in higher education marketing. It brings your university to life for prospective students, alumni, funders, and the public. Done right, it builds trust, tells stories that stick, and sets you apart in a crowded sector.

This guide explores how to use video content strategically — to show what your university stands for, who it’s for, and why it matters.

1. Bring Student Life to Life

Students aren’t just choosing a course — they’re choosing a place to belong. Video helps them picture themselves on campus, meet the community, and imagine the life they could lead there. The more authentic and varied the content, the more it resonates.

Tips:

Capture real moments — move-in day, freshers’ events, study sessions, downtime.
Let students speak in their own words — avoid over-scripting.
Keep it short and platform-friendly: 30–90 seconds for Instagram, 60 seconds for TikTok, 2–3 minutes for YouTube.
Use vertical formats for social stories and reels.

2. Showcase Research in a Way People Understand

Your university is doing important work — but to get attention, that work needs to be understood. Video helps translate complex research into stories that engage external audiences, from prospective students to policy-makers.

Tips:

Focus on impact: what the research does, not just what it is.
Use animation or graphics to visualise data and processes clearly.
Keep it simple and jargon-free — write for a curious 16-year-old.
Include the researchers on camera to humanise the work.

Here’s a film we created for Southampton’s Photonics department about the impact of their work on battling climate change.

3. Tell Stories Through the People Who Make Your University Unique

The best university videos focus on people. Staff, students and alumni bring your values to life. When people speak from the heart, it builds credibility and emotional connection — something brand messages alone can’t achieve.

Tips:

Use unscripted interviews and conversational tone.
Film across departments, years, and roles to reflect your diversity.
Mix talking heads with b-roll footage that shows what people do, not just what they say.
Prioritise natural lighting, authentic locations, and real interactions.

4. Support the Recruitment Journey with the Right Content at the Right Time

Video can ease uncertainty, answer questions, and nudge action — but only if it’s aligned to where students are in their decision-making journey. From early inspiration to final enrolment, each stage needs a different kind of content.

Tips:

Use brand films and student life content at the awareness stage.
Share department-level videos and course explainers for students comparing options.
Offer how-to videos for applications, finance, visas and accommodation at conversion.
Embed video in key pages: subject landing pages, admissions, and FAQs.

Check out this film we created for Regent’s University London that talks about their luxury hospitality management course!

5. Inspire Alumni and Donors with Purpose-Driven Content

For alumni and donors, it’s all about impact — what their support has helped achieve, and why it matters. Video helps make that emotional connection, turning abstract causes into personal stories.

Tips:

Film scholarship recipients talking about what funding has enabled.
Highlight how alumni gifts have changed facilities, research, or student support.
Create short ‘thank you’ videos for donor stewardship.
Repurpose content for events, emails, and social channels.

6. Get More Value from Every Shoot

You don’t need a big production every time. One shoot can generate multiple pieces of content if planned properly — helping you stretch your budget and keep your channels active.

Tips:

Capture both horizontal (YouTube/web) and vertical (social) footage.
Plan interviews with multiple uses in mind — short clips, reels, long-form edits.
Get extra b-roll while you’re on campus: people walking, chatting, studying.
Create a visual content library for future edits and seasonal reuse.

Final Thought: Lead with Story. Let Video Do the Work.

Video isn’t just a marketing add-on. It’s one of the clearest ways to express who you are, what you value, and how you’re changing lives. When you lead with real stories, real people and real purpose, video becomes more than content — it becomes proof. Give us a shout if you want to create video content for your University!

The Power of Video Testimonials

Published: July 4, 2025

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Video testimonials are one of the most effective and trusted forms of content you can create for your business. In this short video, George Hughes explains why they should be the first thing you commission when starting a video marketing strategy — and how they can build trust, shorten sales cycles, and drive conversions.

Why Start with Video Testimonials?

They’re social proof — straight from real customers
They build trust faster than written reviews
They help sales teams close deals more efficiently
They’re versatile — for websites, email campaigns, and paid media

Want more ideas? Read 11 Inside Tips for Effective Customer Testimonial Videos.

Transcript

George Hughes: My name is George Hughes and I’m the founder and creative director of Small Films. If you’re thinking about creating some video content for your business, the first thing I would advise you do before you do anything else is get video testimonials with your existing customers. It’s like absolute rocket fuel for your business.

Richard Martin, Collaborate: What was different about NetStar is they listened to our requirements that we’d identified and have come up with some fantastic solutions. They offer us a huge amount of security. This allows us to focus on our clients and deliver the best service to them.

George Hughes: By putting your existing customers on camera you’re effectively leveraging the best asset you’ve got at your disposal. Your customers are now selling for you and they’re social proof that your product or service actually works. I really can’t recommend video testimonials enough.

You can use it in your email marketing, your sales guys can use it to close more deals and shorten their sales cycle, you put it up on your website for inbound traffic, you can even use it as part of your digital advertising so you can put it on Facebook, LinkedIn, even on Instagram.

If you start using video testimonials effectively, it’s honestly going to supercharge the growth of your company.

The process couldn’t be more simple. All you have to do is let us know who you want us to film and we’ll take it from there. We’re going to reach out to them, we’re going to make all the arrangements, we’re gonna film, edit, and then provide you with a finished video file that you can just use straight away. They’re a turnkey solution that you can use straight out of the box.

If marketing and sales is a focus for your business right now then you need to add video testimonials to your armoury. They’re going to do absolutely wonderful things for your business. If you are interested, then get in touch.

Want Us to Create Video Testimonials for Your Brand?

We’ve helped B2B businesses across tech, logistics, education and food & drink bring their customer success stories to life on camera.

Ready to supercharge your sales with video? Fill out the form on our contact

The Smart B2B Marketer’s Guide to Video-Led Lead Generation

In a world of crowded inboxes and endless sales decks, video stands out. Not because it’s flashy or novel—but because it works.

For B2B marketers, video is no longer just a top-of-funnel brand tool. It’s a powerful asset for generating high-quality leads, nurturing them through long buying cycles, and accelerating decision-making. The smartest brands are already using it to drive better results across their pipeline.

To explore a broader view, check out Everything You Need to Know About Video Marketing.

1. Build your video strategy around the buyer journey

To get results from video, you need more than a decent script and good camera work. You need strategic intent. That starts with understanding where your audience is in their buying journey and what kind of content will move them forward.

For best practice around this, see our guide on 15 Things to Consider When Creating Video Content.

Top of funnel (TOFU): Raise awareness, spark curiosity, offer value
Middle of funnel (MOFU): Build trust, demonstrate expertise, show outcomes
Bottom of funnel (BOFU): Remove doubt, reduce risk, prompt conversion

Mid-funnel videos tend to provide the biggest return when generating B2B leads.

2. Create content that gives more than it asks

Your audience is busy, skeptical, and juggling competing priorities. The only way you’ll earn their attention—and contact details—is by giving them something useful.

That means video content that helps them do their job better, understand something faster, or make a stronger case internally.

For more ideas, see 10 Types of Video Your Business Needs.

Explainer videos: Break down a product, process, or platform in under two minutes
Case study videos: Highlight measurable results from real clients
Product walkthroughs: Focus on benefits, not just features
Thought leadership content: Share trends, insights, or bold points of view
Webinar highlights: Short, actionable takeaways with a prompt to watch the full version

3. Use gated video content to qualify and capture leads

Not all videos need to be publicly available. If your content offers high-value insight—like a detailed product demo, technical deep dive, or ROI-focused presentation—it’s worth gating.

Create a short teaser and drive traffic to a focused landing page with a concise form. Ask only for essential details: name, email, company, role, maybe industry.

Then deliver the video immediately and follow up swiftly to keep momentum.

4. Boost conversion on landing pages with embedded video

Landing pages are vital in B2B lead generation. Video adds clarity, builds trust, and humanises your brand—all faster.

Place a short, relevant video near the top that:

Summarises the offer confidently
Introduces the people behind the brand
Shows proof—stats or client quotes
Ends with a strong call to action

One message, one action, one video.

5. Combine video with smart targeting for better campaigns

Your audience isn’t scrolling aimlessly—they’re scanning fast. Short-form video with precise targeting breaks through.

Use it on:

LinkedIn lead gen campaigns
YouTube pre-roll ads targeted to relevant industries
Retargeting campaigns for engaged visitors
Email drip campaigns with personalised clips

Hook viewers in the first few seconds, add captions for silent viewing, and prompt them to click, book, or download.

6. Use video to nurture leads and close deals

Video doesn’t just get leads—it moves them through your pipeline.

In long B2B sales cycles, trust matters, relevance matters, human connection matters. Video delivers all three.

Try these video touch points:

A welcome message after sign-up
A personalised intro before a call or demo
Customer success stories while a proposal is under review
A “what to expect” explainer to reduce drop-off

These human touches boost engagement and build rapport.

7. Measure what matters

B2B video marketing isn’t about likes or views—it’s about conversion.

Focus on:

View-through rate: Are they watching to the end?
Click-through rate: Do they take the next step?
Conversion rate: Are they filling in the form?
Lead quality: Are they your target companies and roles?

Continuously refine your thumbnails, CTAs, sequencing, and content. Over time, you’ll reduce cost per lead and boost performance.

Final thoughts: video that works as hard as you do

In B2B, prospects don’t convert on charm alone. They convert when they understand how you help—and trust you.

Video gives you clarity, confidence, and credibility. When used well, it becomes the backbone of your lead generation engine—always on, always effective.

Want to generate better B2B leads with video?

We’ve helped B2B brands in tech, logistics, education, and more turn video into a reliable lead engine.

Fill out the form on our contact page and start the conversation.

The 25 Worst Things You Can Do When Commissioning a Corporate Video

We’ve all seen them, those corporate videos that feel stiff, unfocused, overproduced or just… off. They might look polished, but they miss the mark. Bad planning, unclear goals, and poor communication are usually to blame. Whether you’re commissioning your first corporate video or your fiftieth, these are the pitfalls to avoid if you want your video to actually do its job.

Here are 25 of the worst mistakes businesses make when creating a corporate video — and how to avoid them.

1. Not knowing why you’re making the video
A corporate video without a purpose is just noise. Always start with a clear objective. If you can’t answer “What’s this video for?”, stop. (You might find this helpful: Why Video Without Strategy is a Waste of Budget)

2. Trying to say too much
One corporate video can’t do everything. Trying to cram in your full history, product range, team structure and vision will overwhelm your viewer. Keep it focused. (See how Charlie Bigham’s kept it simple and human)

3. Forgetting your audience
You’re not making this for you. You’re making it for them. If you don’t understand your audience, you’ll never connect with them.

4. Writing your own script (badly)
Yes, you know your business better than anyone, but that doesn’t mean you should write the script. A professional will help shape your message for video — not print. (Here’s how we do it)

5. Prioritising style over substance
Great visuals are pointless without a strong story. A flashy edit won’t save a video that doesn’t say anything. (See what makes great brand storytelling work)

6. Going in without a brief
No brief? Expect chaos. A decent video brief keeps everyone aligned — on message, tone, deliverables and outcomes. (Get our guide to writing a great video brief)

7. Not involving the right stakeholders early enough
If you wait until the final edit to involve the decision-makers, prepare for costly changes. Get sign-off at every key stage.

8. Letting everyone have input
Design by committee rarely ends well. Too many opinions dilute the message. Keep the core team small.

9. Using jargon and internal language
What makes sense to you might not to a customer. Avoid acronyms, buzzwords and insider terms unless they’re explained.

10. Writing it like a brochure
Video isn’t a printed sales deck. It needs rhythm, energy and flow. If your script reads like a product PDF, start over.

11. Overloading the video with information
Don’t try to explain everything in one go. A clear message, well told, is far more effective than a cluttered one.

12. Assuming longer = better
Longer videos don’t equal better results. Most audiences switch off after 60 to 90 seconds. Respect their time. (Read: What’s the ideal length for a video?)

13. Leaving it all to the last minute
Good video takes time. Rushing through pre-production leads to missed opportunities and costly fixes later.

14. Not preparing your interviewees
“We’ll just wing it on the day” is a recipe for awkward soundbites. Prep your speakers with key points and set expectations. (Tips: How to prep for a shoot)

15. Filming in the wrong environment
Noisy offices. Dark meeting rooms. Messy desks. The setting matters. Location should reflect your brand, not distract from it.

16. Choosing style over authenticity
It’s tempting to hire actors or script every line. But sometimes showing your real team doing real work is what resonates most. (See how we captured authenticity with Gressingham Duck)

17. Micromanaging the shoot
You hired professionals. Trust them to do their job. Hovering over every shot won’t improve the result.

18. Ignoring sound and lighting
Bad lighting makes you look amateur. Poor sound makes your video unwatchable. Prioritise both. (Read: Why audio is more important than visuals)

19. Forgetting to plan for different formats
Are you shooting for TV? YouTube? Instagram? Each platform needs different specs. Plan ahead or risk wasting content.

20. Not thinking about where it fits in your marketing
A standalone video with no strategy won’t move the needle. Think about how it feeds into your wider funnel. (Here’s how video fits into a full-funnel approach)

21. Skipping the call-to-action
You’ve held their attention — now what? Every corporate video should have a clear next step, even if it’s just “visit our site”.

22. Ignoring the edit
The shoot isn’t the end. Editing shapes everything. Don’t treat it as an afterthought or expect miracles from poor footage.

23. Failing to provide feedback properly
Vague feedback like “Can you make it pop?” isn’t helpful. Be specific, timely and constructive.

24. Not planning how to promote the video
Even the best video won’t perform if no one sees it. Build a plan to share it: email, social, paid media, your homepage. (Promotion tips here)

25. Not measuring its success
If you don’t know what success looks like, you won’t know if the video worked. Set benchmarks. Track engagement. Learn and improve. (Here’s how we measure success)

Commissioning a corporate video isn’t just about getting something made. It’s about creating content that serves a purpose and delivers results. Avoiding these 25 mistakes will save you time, money and a whole lot of frustration — and help you produce videos that actually work.

👉 Want to do it right? Here’s how we help brands get corporate video right.
👉 Looking for inspiration? See our video work.
👉 Or dive deeper into the strategy behind it all in the bestselling book, Resonance: Unleash your brand’s potential with video.

Fill out the form on our contact page and start the conversation!

Introduction

Choosing the right video production company is about more than technical skill — it’s about finding a team that truly understands your sector. A specialist video agency doesn’t just film beautifully — it speaks your language, understands your challenges, and knows how to connect with your audience. Whether you need a story-driven charity film, a product video that sells, or a recruitment piece that lands, working with a sector-specific video production company delivers better creative, more strategic messaging, and stronger results.

Here’s why partnering with a specialist makes a big difference:

Faster onboarding: No need to explain your sector or audience; they already get it.
Strategic insight: From regulations to buyer behaviour, specialists understand the nuances.
Tailored storytelling: Every film is shaped by experience in what works for your industry.
Increased trust and authority: Sector-aligned videos look and feel more authentic.
Better ROI: Less wasted time, sharper ideas, and content that lands with the right people.

This guide highlights the best UK-based video production companies who openly declare their sector specialism!

The Best Video Production Company for Education: Small Films

Experts in education-focused content — from admissions films and open day walk-throughs to trust-wide recruitment and campaign storytelling. Deep sector knowledge means we speak to students, parents, and educators with clarity and impact.

The Best Video Production Company for Automotive: Panoptic Motion

With a sleek, performance-driven aesthetic, Panoptic Motion delivers high-octane films for luxury brands, motor retailers, and performance vehicle manufacturers. Their visuals capture speed, style, and sophistication.

The Best Video Production Company for Fashion: Frame Perfect

Frame Perfect specialises in dynamic fashion films that bring editorial campaigns, catwalks, and behind-the-scenes content to life. Their aesthetic is bold, stylish, and fast-moving.

The Best Video Production Company for Aviation: Fortemus Films

Fortemus Films creates high-end, cinematic films for aviation and aerospace clients — from promotional airside shoots to in-cabin experience stories. Their work is polished, premium, and detail-driven.

The Best Video Production Company for Food & Drink: Small Films

We create appetite-appeal, story-rich films for food and drink brands — helping them stand out in saturated markets. From social-first content to branded campaigns, we blend creativity and strategy to drive engagement and sales.

The Best Video Production Company for E-commerce: Beast Agency

Beast Agency blends speed, data and creativity to build high-converting content for online retailers. Their D2C product storytelling is bold, quick-cut, and optimised for platforms like Meta, TikTok and YouTube.

The Best Video Production Company for Healthcare: Reels In Motion

Reels In Motion produces sensitive, compliant, and clear films for the healthcare sector — from patient comms to NHS recruitment and explainer content. Their strength lies in trust, care, and clarity.

The Best Video Production Company for Tech: Across the Pond

Across the Pond is trusted by the world’s biggest tech brands to tell complex stories in simple, human-first ways. They specialise in explainer films, launches, and product demos for global impact.

The Best Video Production Company for Travel & Hospitality: Factor Fifty

Factor Fifty creates atmospheric, location-led video content for travel brands, resorts, and destinations. Their work is cinematic, immersive, and designed to inspire bookings and wanderlust.

The Best Video Production Company for Property / Real Estate: RealEstateVideography

RealEstateVideography offers premium walkthroughs, drone tours and development showcases. They help estate agents and property developers sell, let, and promote faster with standout visuals.

The Best Video Production Company for Manufacturing / Industrial: Industreel

Industreel produces factory-floor films, process explainers, and product demonstrations with precision and pace. Their work brings industrial operations to life with clarity and craft.

The Best Video Production Company for Events & Live: GLO

GLO covers everything from highlight reels to live streaming and conference coverage. They specialise in capturing the energy and essence of events in fast-turnaround, high-quality formats.

The Best Video Production Company for Internal Communications: Ally & Mo

Site Ally & Mo work with HR and comms teams to build cultural alignment, boost morale, and drive internal engagement. Their storytelling puts real employees front and centre.

The Best Video Production Company for Charity / Non‑Profit: 2S Films

2S Films partners with charities and non-profits to tell real stories that move people to care and act. Their work is emotionally grounded and purpose-led, with a strong documentary style.

Why These Companies?

If you’re in education or food & drink, you’re in the right place already — Small Films specialises in both, with sector-specific teams and proven results.

Sector-Specific Credibility: Each company is publicly committed to its niche — right on the homepage.
Video-Focused Expertise: These are pure video production companies, not generalist creative agencies.
Distinct but Dependable: They strike a balance between being recognisable and refreshingly original.
UK-Based with Real Reach: All serve national clients, many with international campaigns.

Final Thoughts

Choosing a video production partner with a deep understanding of your sector isn’t just a nice-to-have — it’s a competitive advantage. Whether you’re looking to connect emotionally, sell with clarity, or build trust with stakeholders, the agencies in this list bring both creative flair and industry insight.

A sector specialist will get to the heart of your message faster, ask smarter questions, and deliver content that performs. So when you’re planning your next video campaign, don’t just look for a great showreel — look for a team that truly knows your world.

And if you’re in education or food and drink? You already know where to find us.

11 Corporate Video Mistakes You’re (Probably) Making — And How to Fix Them

Crafting a powerful corporate video is about more than flashy visuals — it’s about speaking to your audience, inspiring action, and reinforcing your brand’s authority. Yet too many businesses fall into common pitfalls that sabotage their video investment. Here’s how to avoid them.

1. No Clear Objective

Launching straight into production without defining a clear purpose is a recipe for failure. Are you promoting a product, supporting recruitment, engaging staff, or attracting investors? Without a clear goal, your video risks being directionless — confusing viewers and disappointing stakeholders.

Fix: Begin with a brief. Define your WHY, WHO and WHAT: who’s watching, what you want them to feel or do, and what success looks like (clicks, leads, awareness, etc.).

2. Trying to Say Everything

Lengthy, unfocused messaging loses attention fast. Cramming multiple themes — company history, team profiles, product specs — into one 90-second video leaves nothing memorable.

Fix: Pick one purpose per video. Keep solutions simple: one message, one target audience, one call-to-action. Need multiple goals? Create a mini-series or cutdowns from the same shoot.

3. Talking About Yourself Too Much

“Look at us!” isn’t a winning strategy. Audiences tune out when videos revolve around features, awards, or credentials — without addressing viewer needs.

Fix: Flip the lens. Start with audience pain points, then show how your brand solves them. Connect with viewer emotions before highlighting your strengths.

4. Over-Reliance on Scripts

Over-scripted lines can feel unnatural — especially with non-professional speakers. Rigid scripts kill spontaneity and emotional resonance.

Fix: Use bullet-point interview questions instead. Ask open-ended prompts like “Tell me about a problem we helped solve,” and let natural language shine.

5. No Story or Emotional Hook

Videos with no narrative arc — just a list of claims — fail to grab attention. Stories engage emotionally; facts alone don’t.

Fix: Structure each video like a story: setup → tension → resolution. Even a product demo becomes compelling if it solves a problem (e.g., “Before-film” vs “After-film”). Add character, conflict, and resolution.

6. Cutting Corners on Production

Poor lighting, shaky shots, or muffled audio immediately signal amateurism — cheapening your brand authority.

Fix: Invest in quality. Even a modest budget can go a long way with experienced crews. At Small Films, we emphasise strong lighting and crisp audio — essential ingredients for credible output.

7. No Visual Planning

Showing up without a visual plan leads to wasted time and inconsistent footage — often meaning you miss vital shots.

Fix: Always develop a storyboard and shot list. Map out what you’re filming, from close-ups to b-roll. It pays off on shoot day — and in the edit suite.

8. Underestimating the Time Needed

Rushed shoots show. Without a proper setup or time to warm up on-camera subjects, performances can feel stiff or unnatural.

Fix: Allocate adequate time. For testimonial videos, we recommend at least 45 minutes of interview time, plus 30–90 minutes for full lighting setup. This gives people space to relax and deliver with confidence.

9. Forgetting About Distribution

Even the best video fails if hidden away. Without a strategy, your film won’t reach the right viewers or drive action.

Fix: Plan distribution alongside production. Will it be a hero video on your homepage, a LinkedIn ad, email signature embed, or a pitch deck asset? Tailor formats — landscape, square, mobile crop — to each platform.

10. One-and-Done Thinking

Why limit your content to a single video? One shoot can yield multiple assets — from snappy cut-downs to still images, case studies, and quote cards.

Fix: Think multiplatform from day one. Record extra b-roll, plan short edits for social, pause for portraits. At Small Films, we routinely produce a suite of assets from a single video shoot.

11. Not Using a Specialist Partner

Generic agencies or production hobbyists may miss sector nuances: regulatory compliance, tone, storytelling rhythm, distribution needs. Your video deserves more than a one-size-fits-all approach.

Fix: Team up with a specialist video production company. At Small Films, our team understands the needs of our clients from global brands to startups — with hundreds of testimonial and corporate videos under our belt. We deliver to the highest standard, reliably, on time, to spec and in budget. So give us a shout if you want to talk video!

✅ Bonus: Free Resources to Level-Up Your Video Strategy

Commercial Video Production – A Comprehensive Guide – Learn all the video types and when to use them.
50 Questions to Ask for Customer-Testimonials – Nail your interview structure in testimonial shoots
11 Tips for an Effective Testimonial Video – Practical tips to maximise authenticity.
How to Hire a Videographer – Understand when to choose specialists over generalists.

🎬 Final Thoughts

Corporate video isn’t just an aesthetic asset — it’s a strategic tool that can attract talent, build trust, generate leads, and drive change. Avoiding these 11 common mistakes will help you produce videos that cut through the noise.

Let’s get it right. If you’re planning a corporate film, don’t just hire a videographer — partner with a specialist who knows your sector, your story, and how to make it stick. Need help? Contact Small Films — we’re ready when you are.

And if you are looking for really up your video game then why check out the Amazon bestselling book on video strategy “Resonance: Unleash your brands potential with video“

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.

Introduction

In an era where digital content is omnipresent, businesses strive to establish authenticity and trust with their audiences. Testimonial videos have emerged as a powerful tool to achieve this, offering real voices and genuine experiences that resonate deeply with potential customers. At Small Films, we’ve produced hundreds of testimonial videos for clients ranging from startups to global enterprises, witnessing firsthand the impact these narratives can have on brand credibility and customer engagement.

Why Testimonial Videos Matter More Than Ever

With the rise of AI-generated content, consumers are becoming increasingly sceptical of overly polished marketing messages. Authenticity is paramount, and testimonial videos provide that genuine touch. They showcase real customers sharing their experiences, adding a layer of trust that scripted advertisements often lack. As highlighted in our blog, How to make an effective testimonial video“, 92% of consumers read online reviews and testimonials when considering a purchase, emphasising the importance of real customer voices in decision-making processes.

For even more insight, check out our blog on “50 Questions to Ask for Customer Testimonials” – a fantastic resource for planning interview content that gets genuine, impactful answers.

Also, watch our founder George Hughes discuss the value of testimonial videos on YouTube: Why Customer Testimonial Videos Matter.

What Makes a Great Testimonial Video

A compelling testimonial video should:

Tell a Story: Highlight the customer’s journey, focusing on the challenges faced, solutions provided, and the outcomes achieved.
Be Authentic: Encourage unscripted responses to capture genuine emotions and reactions.
Be Concise: Aim for a duration of 1–2 minutes to maintain viewer engagement.
Include Visuals: Incorporate b-roll footage to provide context and keep the content visually engaging.
Have a Clear Call-to-Action: Guide viewers on the next steps, whether it’s visiting a website, signing up for a service, or contacting the business.

Planning Your Testimonial Video

Effective planning is crucial. Start by identifying satisfied customers who can articulate their positive experiences. Reach out to them, explaining the purpose and benefits of the testimonial. Prepare a set of questions in advance, focusing on their challenges, how your product or service helped, and the results achieved. Ensure all logistical aspects, such as location, permissions, and scheduling, are organised beforehand.

Filming: Getting the Best from Your Interviewee

Creating a comfortable environment is key to capturing authentic testimonials. At Small Films, we often conduct a warm-up session to ease interviewees into the process. We advise against strict scripting; instead, we use guided questions to elicit natural responses. Choosing a suitable backdrop, ensuring proper lighting, and using high-quality audio equipment are essential to produce professional-looking videos.

Allow at least 45 minutes for the interview itself. This gives the subject time to warm up, get comfortable, and deliver thoughtful, articulate answers. Rushing this process can result in stilted or superficial content.

Logistics to Keep in Mind

Low-budget setups: Allocate 30–45 minutes for equipment setup (camera, basic lighting, and sound).
High-end setups: For productions involving advanced lighting, multiple cameras, and detailed audio setups like those we employ at Small Films, allow at least 1.5 hours for setup.
Noise management: Choose a quiet location, and always have a backup audio solution.
Backgrounds and context: Ideally, film in the subject’s environment (e.g., office, workplace) for authenticity, but ensure the background isn’t cluttered or distracting.
Schedule buffer time: Always allow buffer time in case of delays, repeat takes, or spontaneous interview gold that takes longer to capture.
Release forms: Make sure all on-camera participants have signed release forms prior to filming.

Editing: Crafting the Story

Post-production is where the narrative comes together. Focus on:

Story Arc: Ensure the video has a clear beginning, middle, and end.
Pacing: Maintain a rhythm that keeps viewers engaged.
Branding: Incorporate company logos, colours, and fonts subtly.
Subtitles: Add captions to make the video accessible to a broader audience.
Music: Use background music to enhance the emotional tone, ensuring it doesn’t overpower the spoken content.

Using and Distributing Your Testimonial Videos

Maximise the reach of your testimonial videos by:

Website Integration: Feature them prominently on landing pages and product pages.
Social Media: Share snippets on platforms like LinkedIn, Instagram, and Facebook.
Email Campaigns: Include them in newsletters or promotional emails.
Sales Presentations: Use them as persuasive tools during client meetings.
Events and Webinars: Showcase them during industry events or online seminars.

Repurposing Testimonial Content

A well-shot testimonial can become a valuable content asset beyond just a single film. Here’s how to get more out of your shoot:

Social edits: Shorter, punchier versions optimised for different social channels.
LinkedIn adverts: Use compelling snippets or quotes for paid or organic campaigns.
Still images: Capture behind-the-scenes and portrait-style stills for use in case studies and social content.
Written case studies: Transcribe and edit the video content into a strong written format, ideal for SEO and downloadable sales material.
Quote graphics: Pull key statements or endorsements to design impactful graphics.

Thinking ahead about deliverables during the planning stage allows for a smoother workflow and greater ROI on each shoot.

A Real-World Example

One of our standout testimonial video projects was for One Beyond, a leading software development company. We produced a series of client testimonials for them, featuring major brands like Haymarket Publishing, Costa Express, and Hampden. These videos helped One Beyond build trust and showcase their transformative impact through authentic, story-led content. You can view the full case study here: One Beyond | Our Client Work | Small Films

Final Thoughts and Takeaway

Testimonial videos bridge the gap between businesses and potential customers, offering authentic insights into real experiences. In a digital landscape saturated with AI-generated content, these videos stand out by providing genuine human connections. By effectively planning, filming, and distributing testimonial videos, businesses can build trust, enhance credibility, and drive conversions.

If you’d like assistance in creating testimonial videos or need further guidance, feel free to reach out to us at Small Films. We’re here to help bring your customer stories to life.

When crafting a corporate video, the choice of location goes beyond mere backdrop—it influences the narrative, sets the tone, and can even be pivotal in conveying your brand’s message effectively. A well-chosen location enriches the visual storytelling, making the content more engaging and relatable to the target audience. One of the world’s busiest and vibrant cities, London emerges as a standout choice for producing promotional corporate videos. Its unique blend of historic architecture and cosmopolitan population makes it not just a backdrop, but a compelling location for your next corporate film project.

London’s allure is not just in its unique skyline or iconic landmarks; it’s in the very essence of its streets, which are defined by commerce, art, and history. Whether it’s the architectural marvels that span centuries or the cutting-edge studios dotting the city, London offers a versatile canvas for filmmakers. This city does not just host video production; it enhances it, infusing your corporate message with credibility, prestige, and a global appeal. Let’s explore why London, with its unparalleled scenery, world-class facilities, and vibrant creative community, is the perfect spot for your next corporate video project.

Diverse Scenic Backdrops

Iconic Landmarks

London is home to some of the world’s most recognisable structures, each offering a unique visual appeal that can significantly elevate corporate video production. Landmarks such as Tower Bridge, Big Ben, and the London Eye not only provide an iconic setting but also instantly situate a brand on a global stage. Featuring these icons in a corporate video can enhance brand visibility, lending an air of prestige and reliability. When a video opens with the striking face of Big Ben or the impressive expanse of Tower Bridge, it communicates a sense of established presence and international relevance, crucial for brands aiming to appeal to a wide audience or assert their market dominance.

Varied Architectural Styles

Beyond the famous landmarks, London’s architectural diversity ranges from the historic buildings of the Victorian and Edwardian eras to the sleek contours of contemporary design. This architectural variety allows corporate videos to align their visual narrative with their brand message. For instance, a company emphasising tradition and reliability might choose the classical facades of St. Paul’s Cathedral or the Royal Exchange, while a brand championing innovation and the future might opt for the modern glass structures of The Shard or the Gherkin. Each style tells a different story, providing a thematic depth to the video content that resonates with specific corporate themes and messages. This strategic use of London’s architectural tapestry not only captivates the viewer visually but also embeds the brand’s narrative within the city’s rich historical and cultural context.

World-Class Production Facilities

State-of-the-Art Studios

London is renowned for its world-class production facilities, with leading studios like Pinewood Studios at the forefront of the film and video production industry. Pinewood, not just a landmark in cinematic history due to its association with blockbuster films and major franchises, also offers unparalleled facilities for corporate video production. These studios are equipped with the latest in sound stages, green rooms, and digital technology, ensuring that every aspect of video production is handled with the highest standards of quality and professionalism. The benefit of using such high-tech studios is clear: they provide a controlled environment ideal for crafting a polished, professional-looking corporate video that can impress stakeholders and audiences alike.

Abundant Technical Resources

In addition to state-of-the-art studios, London offers an abundance of technical resources crucial for high-quality video production. The city is a hub for top-tier video production equipment rental companies and houses a vast network of expert technicians from across the globe. Whether it’s the latest in 4K cameras, advanced sound recording equipment, or cutting-edge editing software, London’s resources ensure that corporate video productions have access to the best tools in the industry. Moreover, the availability of highly skilled professionals—from camera operators to sound engineers and special effects technicians—means that every technical aspect of the video can be executed at the highest level. Access to top-notch technology and expert personnel not only enhances the quality of the corporate videos but also ensures that the production can embrace innovation, creativity, and a high degree of technical sophistication. This convergence of technology and talent in London significantly elevates the end product, making it compelling, visually stunning, and technically flawless.

Pool of Creative Talent

Skilled Professionals

London’s status as a global hub for the creative industries is cemented by its rich talent pool of film and video production professionals. The city is teeming with highly skilled directors, cinematographers, editors, and production staff who bring a wealth of experience and expertise to the table. These professionals are seasoned in the art of storytelling and understand the nuances of crafting visuals that engage and persuade corporate audiences. The importance of employing experienced professionals in creating compelling corporate videos cannot be overstated. They are adept at transforming corporate messages into visual narratives that resonate with viewers, ensuring that the video achieves its communication goals while maintaining high production values. This expertise not only enhances the credibility of the corporate brand but also significantly impacts the video’s ability to connect with its audience.

Favourable Business Environment

Networking Opportunities

London’s dynamic business ecosystem provides extensive opportunities for collaboration and partnerships, particularly in the creative and media sectors. The city hosts a variety of networking events, industry conferences, and professional meetups that bring together key stakeholders from different areas of video production, including corporate communications, marketing, and creative agencies. These gatherings are essential for building relationships that can lead to future projects and collaborations. For example, events like the London Film Festival or the BFI London Film Industry Day offer platforms for corporate video producers to connect with potential clients, investors, and collaborators who are interested in utilising video for business communications. Additionally, London’s many business communities and hubs offer ongoing support and resources, fostering a collaborative environment that is conducive to the growth and success of video production projects.

Supportive Regulatory Framework

London benefits from a supportive regulatory framework that facilitates filming and production activities across the city. The local authorities, including the Film London agency, provide clear guidelines and assistance for securing filming permits, accessing public locations, and ensuring compliance with UK filming regulations. This support is crucial for smooth production processes, as it minimises bureaucratic hurdles and streamlines the approval timelines. The benefits of such a regulatory environment are manifold: it enhances operational efficiency, reduces unexpected delays, and provides a level of predictability and security that is attractive to both local and international production companies. By simplifying the logistical aspects of video production, London’s regulatory framework ensures that producers can focus more on the creative and technical aspects of their projects, leading to higher-quality outputs and more successful outcomes.

Proven Track Record

Success Stories

London’s prominence in the global video production industry is backed by a solid history of successful projects, especially in the corporate sector. Numerous multinational corporations have chosen London as the setting for their high-profile video campaigns, benefiting from the city’s versatile backdrops and robust production capabilities. Case studies of successful corporate videos often highlight projects like global banks showcasing their market presence through cinematic cityscape shots, or tech companies the modern aspects of London’s architecture to convey innovation and progress. These success stories not only demonstrate the technical prowess and creative excellence available in London but also showcase how effectively the city’s resources can be leveraged to produce impactful and memorable corporate communications.

Testimonials

Testimonials from businesses that have engaged London’s video production services frequently emphasise the exceptional quality and professionalism encountered at every stage of production. Business leaders often praise the seamless integration of London’s creative talents, cutting-edge technology, and efficient logistical support, which together contribute to the overall success of their projects. These testimonials serve as powerful endorsements of London’s capacity to handle complex, high-stakes corporate video projects. Companies often note that the positive reception of their London-produced videos has led to increased brand awareness, enhanced stakeholder engagement, and even direct growth in their consumer base. These firsthand accounts highlight the strategic advantages of producing corporate videos in London, cementing the city’s reputation as a top choice for businesses aiming to make a lasting impression through their visual marketing efforts.

Final Thoughts!

London’s appeal as a prime location for corporate video production is multifaceted, combining its picturesque settings, high-caliber production facilities, deep pool of creative talent, supportive business environment, and a track record of success that is hard to match. Each element contributes to making London not just a backdrop for video production but a strategic choice for businesses aiming to communicate their brand message effectively and with global appeal.

The city’s iconic landmarks and diverse architectural styles provide visually stunning settings that can significantly enhance brand visibility and convey a message of prestige and reliability. The state-of-the-art studios and abundance of technical resources ensure that every production is handled with the utmost professionalism, utilising the latest technology and innovations in the field. Furthermore, the vast and varied creative talent in London brings a wealth of experience and fresh perspectives, crucial for crafting compelling and engaging corporate videos.

London’s business-friendly environment, highlighted by ample networking opportunities and a supportive regulatory framework, facilitates not just the production process but also fosters collaborations and partnerships that can lead to greater creative synergies and business opportunities. The numerous success stories and positive testimonials from companies worldwide underscore London’s effectiveness in delivering high-quality corporate videos that meet and exceed expectations.

For businesses looking to produce a corporate video, leveraging London’s unique offerings can elevate their project from ordinary to extraordinary, ensuring the final product not only reaches but resonates with a global audience, driving brand engagement and success. Whether for startups aiming to make an initial impact or multinationals looking to bolster their global presence, London offers a combination of resources and ambiance that can transform corporate video ambitions into impactful reality.

In the ever-evolving landscape of digital marketing, video has emerged as a powerful storytelling tool that brands use to captivate audiences, convey their message, and drive user engagement. Here, we explore several case studies of successful brand campaigns that leveraged the unique strengths of video production to achieve remarkable marketing success.

1. Dove: “Real Beauty Sketches”

Campaign Overview: Dove’s “Real Beauty Sketches” campaign featured a forensic artist who drew women as they described themselves and as strangers described them. The stark contrast between these two sets of sketches highlighted the differences in self-perception versus how others see us.

Results: The video went viral, garnering over 114 million views within the first month. It sparked widespread discussions about beauty standards and self-image, significantly boosting Dove’s brand image as a champion of organic beauty that uplifts women.

Key Takeaway: Emotional resonance can profoundly impact viewer engagement and brand perception. Dove’s campaign succeeded by touching on universal insecurities and aspirations.

2. Old Spice: “The Man Your Man Could Smell Like

Campaign Overview: This campaign featured a swift, humorous monologue by a charismatic actor, Isaiah Mustafa, who transitions through various fantastical scenarios, emphasising the appeal of Old Spice products.

Results: The video quickly became a cultural phenomenon, receiving millions of views and transforming Old Spice’s brand image from dated to cutting-edge. It boosted sales significantly and set a new standard for creativity in advertising.

Key Takeaway: Humor, when used correctly, can make a brand relatable and memorable. Old Spice’s approach also highlighted the importance of a strong central character.

3. Always: “#LikeAGirl”

Campaign Overview: The #LikeAGirl video challenged viewers to rethink the commonly used phrase “like a girl,” turning it from an insult into an empowering statement.

Results: The campaign struck a chord globally, sparking a conversation about gender stereotypes and empowering a movement. The video amassed millions of views and shares, dramatically improving Always’ brand relevance and appeal to a younger demographic.

Key Takeaway: Social campaigns that challenge societal norms or stereotypes can generate significant engagement and support, especially from younger audiences.

4. Blendtec: “Will It Blend?”

Campaign Overview: In this series of videos, Blendtec demonstrated their blender’s power and durability by blending various unexpected objects, from smartphones to glow sticks.

Results: These quirky and shocking videos significantly increased Blendtec’s sales and brand awareness. They proved that even products as mundane as blenders could become viral sensations.

Key Takeaway: Originality and a unique selling proposition (USP) can differentiate your brand. Blendtec’s campaign was successful because it was unexpected and consistently entertaining.

5. GoPro: “Fireman Saves Kitten”

Campaign Overview: Shot with a GoPro camera attached to his helmet, a firefighter’s rescue of a kitten showcased the product’s quality and the human side of the brand.

Results: This heartwarming video showcased the GoPro in action, generating millions of views and shares, and highlighted the camera’s utility in capturing life’s heroic moments.

Key Takeaway: Showcasing your product in action, especially in scenarios that tug on your audience’s heartstrings, can greatly enhance your brand’s visibility and emotional connection with the audience.

How to Create a Successful Brand Campaign

Creating a successful brand campaign using video production involves careful planning, creative execution, and targeted promotion. Here are the key steps a brand can take to ensure their video campaign reaches and resonates with the intended audience, ultimately driving engagement and achieving campaign goals:

1. Define Your Objectives

Start by clearly defining what you want to achieve with your campaign. Objectives can range from increasing brand awareness, launching a new product, improving brand image, to driving sales. Clear objectives will guide all subsequent decisions in the campaign process.

2. Understand Your Audience

Know who you are targeting. What are their interests, behaviours, and preferences? Understanding your audience is crucial in crafting a message that resonates and determines the platforms where the campaign will be most effective.

3. Develop a Creative Concept

The creative concept is the backbone of your campaign. It should be original, align with your brand identity, and appeal to your target audience. This concept will dictate the storyline, visuals, and key messages conveyed through the video.

4. Craft a Compelling Story

People connect with stories more than sales pitches. Develop a narrative that engages your audience emotionally and intellectually. The story should have a clear beginning, middle, and end, with a strong message that aligns with your brand values.

5. Incorporate a Clear Call to Action

Ensure that your video clearly communicates what you want viewers to do next, whether it’s visiting a website, signing up for a newsletter, or purchasing a product. This call to action should be easy to understand and act upon.

6. Optimise for Different Platforms

Tailor your video content for different platforms (YouTube, Facebook, Instagram, etc.) considering the technical and audience peculiarities of each. This may involve creating or tweaking different versions of the video for various platforms.

7. Launch and Promote Your Campaign

Deploy your video content through chosen media channels. Utilise paid advertisements, social media, email marketing, and even influencer partnerships to broaden your reach. Timing can be crucial, so choose it based on when your audience is most active and receptive.

By following these steps, a brand can craft a video campaign that not only looks professional but also powerfully conveys its message, connects with its target audience, and achieves its marketing goals.

Conclusion

These case studies demonstrate the diverse ways video can be utilised to enhance brand storytelling, create memorable campaigns, and drive engagement. For brands looking to make a mark, investing in high-quality video production is not just beneficial–- it’s essential.

As your video production partner, we are here to help you craft video content that not only tells your story but also captures hearts and minds.

Small Films are specialists in video content for FMCG brands. We’ve created unforgettable films for the likes of Mallow & Marsh, Lucky Saint and Charlie Bighams and more. If you’d like to discuss your next video marketing project, then do get in touch with one of the team. We’d love to help.