Category Archives: B2B








How to Create the Perfect Video Marketing Brief for Your School

As the landscape of school marketing continues to evolve, one thing has become increasingly clear: video content is no longer a ‘nice-to-have’—it’s essential.

From virtual tours and alumni testimonials to campaign ads and open day highlights, video helps independent schools stand out in a crowded marketplace. But creating content that truly moves the needle on admissions doesn’t happen by chance—it starts with a well-crafted brief.

Whether you’re working with a production agency or creating content in-house, a clear, goal-driven video brief can make all the difference. Not only does it ensure your time and budget are well spent, but it also lays the foundation for content that genuinely drives engagement, enquiries and applications.

In this post, we’ll walk you through exactly how to write an effective video marketing brief, no matter your budget, team size or experience level. You’ll learn:

  • What to include in every brief (and why it matters)
  • How to define success and measure ROI
  • Tips for aligning your video content with your school’s marketing funnel
  • The role of storytelling in connecting with prospective families

Why Your Video Brief Matters

Imagine hiring a photographer for your school’s prospectus shoot and giving them no idea who the photos are for, how they’ll be used, or what story they should tell. That’s essentially what happens when you approach video production without a strong brief.

A clear, comprehensive brief provides direction, sets expectations, and keeps your content aligned with your school’s brand, messaging and goals. It also helps you get more from your investment—by focusing on what really matters and avoiding scope creep or creative confusion.

8 Essential Elements of Every Good Video Marketing Brief

1. Project Overview

Start with a clear, simple summary. What is this video project, and why are you doing it?

Example:
“We want to create a series of three short-form videos to promote our Sixth Form Open Evening. These will be used in paid ads on Instagram and YouTube, targeting parents and students aged 15–17.”

Keep this high-level, but focused. Think of it as your project elevator pitch.

2. Objectives and Goals

This is one of the most critical (and often overlooked) sections.

Be clear about what success looks like. Define measurable objectives, for example:

  • Drive 200 clicks to our open event landing page
  • Achieve a video view rate of 50% or more on paid ads
  • Increase enquiries from Year 5 parents by 15% over the campaign period

Tip: Align your video goals with your broader marketing and admissions objectives.

3. Target Audience

Understanding exactly who your video is for is one of the most important steps in creating effective, high-performing content. Without a clear picture of your audience, you risk producing something that looks great—but doesn’t connect.

Break your audience down using categories like:

Age & School Stage

  • Prospective parents of Nursery/Pre-Prep pupils (ages 2–6)
  • Families considering Junior/Prep entry (ages 7–11)
  • Parents preparing for 11+ or 13+ transition
  • GCSE students and parents exploring Sixth Form
  • International families considering UK boarding from Year 9+
  • Alumni and former parents (legacy, donor, or community content)

Geographic Location

  • Local, regional, national and international families
  • Expat families looking for UK boarding options

Socioeconomic Profile

  • Full-fee families vs. bursary/scholarship-seekers
  • First-generation applicants vs. legacy families

Decision-Making Role

  • Parents and guardians
  • Students themselves (especially teens)
  • Extended family (grandparents, guardians)
  • Education agents and consultants

Psychographics & Motivations

  • Academic ambition, pastoral care, creative arts, SEN support, faith or values

Behavioural Factors

  • Cold vs. warm audiences
  • Visitors from specific referrers (e.g. ISC, Talk Education)

Platform Preferences

  • Parents on Facebook or LinkedIn
  • Teens on TikTok, Instagram, YouTube
  • International users via agency portals

Why this matters: Your audience affects tone, visuals, channels, and language. Be as specific as possible to drive engagement.

4. Key Messages

What are the 2–3 main things you want viewers to remember?

  • Your school’s unique strengths
  • Practical details (e.g. open day date, scholarships)
  • An emotional takeaway or story-driven message

5. Call to Action (CTA)

What should viewers do next? Register, book a tour, or watch more?

Ensure your CTA matches the stage of the marketing funnel the video targets.

6. Distribution Strategy

Where will the video be shown?

  • Paid or organic social media?
  • Your website or email campaigns?
  • Does it need different formats or subtitles?

7. Timeline and Key Dates

Include script deadlines, filming dates, review periods and launch milestones. Build in time for feedback and amends.

8. Budget Parameters

You don’t need an exact figure—but a range helps manage expectations and guide creative decisions early on.

Measuring Success: Setting Metrics That Matter

Set KPIs that reflect your original objectives. These might include:

  • View-through rate (VTR)
  • Click-through rate (CTR)
  • Engagement: likes, comments, watch time
  • Enquiries and application conversions

Use tools like Google Analytics, YouTube Analytics, or Meta Ads Manager. Track using UTM codes or custom landing pages for clear attribution.

Final Thoughts: Start With Strategy, Finish With Results

Video marketing doesn’t have to be daunting or expensive—but it does need a strategy. A strong brief ensures everyone’s aligned, keeps content purposeful, and helps you get maximum ROI.

Whether launching a major campaign or filming something simple, following this guide will give your video the best chance of success.

Want to learn more?
Join our free webinar, “How To Boost Applications at Your School with Video Content”, on Tuesday, September 16th at 12pm.

👉 Register now


 

🎓 New Webinar: How To Boost Applications at Your School with Video Content

If you work in marketing, admissions or recruitment at an independent school, you already know how competitive the landscape is. Parents have more choice than ever, and making your school stand out means rethinking how you communicate your story.

That’s where video and strategic content come in.

Join us for a
free one-hour webinar
designed specifically for independent school marketers, where we’ll show you how to use video and paid advertising to
drive more admissions, increase engagement, and
make your marketing budget go further.

What You’ll Learn:

  • How to tell compelling, authentic stories that set your school apart
  • The best types of video for each stage of your admissions funnel
  • How to build a long-term content strategy that delivers results
  • How to get your content seen with smart paid promotion
  • Practical tips to improve your return on investment

Whether you want to create a promotional video for your independent school, videos about departments on run video adverts on meta, YouTube or even television, this webinar will help you.

Meet the Hosts

George Hughes is the founder of Small Films, a video agency that specialises in the independent school sector. A former BBC director, George has worked with leading schools like Eton, Marlborough, and Wellington, as well as major brands including Aldi and EDF.

Christiaan Harden brings nearly 20 years of experience in video strategy, having delivered campaigns for BMW, Barclays and over 60 UK universities. He’s helped schools and universities recruit students, widen participation, and showcase their stories with impact.

Why Attend?

This session will be packed with practical advice, examples from real campaigns, and expert insight to help you sharpen your strategy and get better results from your content.

👉 Click here to reserve your spot.

 

 

Please, I’m Begging You: How to Write a CV That Won’t Get You Ignored in TV, Film or Video Production

If you’re a junior looking to break into the TV, film or video production world, the first hurdle is your CV. And I hate to say it, but a lot of you are falling at that first fence.

We’ve recently been reviewing a huge stack of applications — and it’s clear that while the talent and enthusiasm are there, many people are letting themselves down with simple, fixable CV mistakes.

So, if you’re about to apply for a job in production, here’s a friendly guide to help you get it right — based on the things that are quietly making me lose what little hair I have left.

1. Keep it to 2 pages max

You’re just starting out — and that’s totally fine — but no one wants to read your life story. Be selective about what you include. Focus on relevant experience, clear structure, and make every line earn its place.

Pro tip: If you’re struggling to cut it down, ask: Does this help me get the job I want? If not, ditch it.

2. Spelling matters

It seems obvious, but you’d be amazed how many CVs have typos. It gives the impression you don’t care — and in production, attention to detail is everything.

Spell check. Read it out loud. Then ask someone else to read it too. One rogue apostrophe shouldn’t cost you an interview, but it might.

3. Make it easy to read

We’re not expecting design magic, but we do expect clarity. That means:

  • A clean, simple layout
  • Clear headings
  • Bullet points where helpful
  • Consistent fonts and spacing

Avoid over-designed CV templates. They’re distracting and hard to scan.

4. Include your A-levels and degree result

If you’ve done them, list them. Leaving them off just makes us wonder why. Even if you’re not proud of the results, transparency is better than silence.

5. Label your file properly

Please don’t send a file called CV.pdf or Resume.docx. It’ll get lost in a sea of other applicants.

Instead, try something like: Firstname-Lastname-RoleAppliedFor.pdf. It shows attention to detail and makes our lives easier.

6. Double-check your links

If you’re linking to a showreel, portfolio, LinkedIn, or anything else — make sure it actually works. Broken links = immediate frustration. Especially if your work is the thing we really want to see.

7. Add something personal

Even one or two lines about you as a person can make a huge difference. What do you enjoy outside of work? What motivates you? Any hobbies, interests, or side projects?

We want to hire people, not just CVs.

8. Let your personality come through

You don’t need to sound like a lawyer. Be professional, yes — but don’t flatten your voice completely. If you’re fun, thoughtful, curious, creative — let that come across in how you write.

9. Be clear about paid vs unpaid work

Lots of juniors gain experience through unpaid work at uni or short placements — which is brilliant. Just let us know what was paid and what wasn’t. It helps us understand the context.

Don’t undersell yourself either. Unpaid work is still valuable experience. Be proud of it.

10. Tell the story

A list of job titles isn’t enough. Tell us:

  • What did you actually do in the role?
  • What were you responsible for?
  • What did you achieve?
  • What did you learn?

Even for small roles, if you frame the experience well, it shows you’re already thinking like a pro.

The bottom line

You’ve got about 30 seconds to make someone care enough to keep reading. Your CV doesn’t need to be flashy or perfect — just clear, thoughtful, and you.

We’re always on the lookout for talented, enthusiastic people starting out in production. But we need to see the person behind the paper. So help us out — and give yourself the best shot.

 

What Does a Production Assistant Do?

If you’re just starting out in the world of video production, one of the most common entry points is as a Production Assistant—often shortened to PA. It’s a job that exists across commercial content, television, and film, but the day-to-day responsibilities can vary depending on the type of production you’re working on.

In this article, we’re focusing mainly on what it’s like to be a PA at a commercial video agency like Small Films—with a bit of insight into how the role compares in the wider industry.

To bring it to life, we’ve spoken to one of our own team members, Mia, who started with us as a PA and progressed to a Production Coordinator Position. Watch her talk about her experience below.

🎥 Meet Mia: Life as a Production Assistant at Small Films

“You get to touch all facets of production and work with all of the different teams… There’s such an ongoing opportunity to learn every day.”
Mia, Production Assistant turned Production Assistant at Small Films

What’s the role of a Production Assistant in a commercial agency?

At a video agency like Small Films, the PA is an essential member of the team—especially on shoot days. The role is varied and hands-on, and no two days are the same. You’re there to support the production team, keep things running smoothly, and generally be ready for anything.

  • Setting up kit – helping to load, unload and set up cameras, lights, and other gear
  • Keeping things on schedule – making sure talent, crew and locations are prepped and ready to go
  • Looking after crew and clients – grabbing coffees, managing lunch orders, and keeping everyone comfortable
  • Supporting the director or producer – helping with clapperboard duties, monitoring shot lists, and taking notes
  • Problem-solving on the fly – from finding extra extension cables to tracking down a last-minute prop

The key skill here is being adaptable. Shoots can be unpredictable, and a great PA is someone who’s calm under pressure and quick on their feet.

What makes a good PA?

There’s no formal qualification required to become a Production Assistant, but there are a few qualities that will help you thrive in the role:

  • A can-do attitude
  • Good communication skills
  • Willingness to muck in and do what’s needed
  • Strong attention to detail
  • Professionalism on set (even if you’re just getting started)

One of the best things about being a PA—particularly in a commercial video agency like Small Films—is the chance to try your hand at loads of different aspects of production. Beyond supporting shoots, you might get involved in:

  • Research and creative development
  • Helping with client pitches
  • Pre-production planning and paperwork
  • Booking travel, kit hire, and shoot logistics
  • Sourcing props and supporting set design
  • Sitting in on edits or helping out in post-production

It’s a brilliant way to get a feel for how everything fits together and figure out which areas you’re most drawn to—whether that’s producing, directing, creative strategy, or post.

How does the PA role differ in TV and film?

In the television and film industries, the PA role tends to be more hierarchical and specialised.

In TV production, especially on bigger shows, you’ll often find PAs divided into roles like runners, office PAs, or location assistants, each with set tasks like handling call sheets, managing transport, or keeping talent on schedule.

In film, particularly on larger productions, there are often entire teams of PAs: set PAs, lockup PAs, production office PAs, and more. You might have a narrower focus but work on longer shoots with larger crews.

In contrast, PAs in commercial video—especially in smaller, fast-moving agencies like ours—tend to wear more hats. You’ll often be exposed to every stage of the process and work closely with the creative and production teams, getting real insight into how content comes together.

Why become a PA?

If you’re keen to work in video, it’s one of the best ways to get your foot in the door. You’ll:

  • Learn how a professional production runs
  • Get hands-on with shoots
  • Work across creative, logistical, and post-production tasks
  • Meet people in the industry
  • Discover what kind of role suits you best

And if you’re lucky, you’ll work with a team like Small Films—where we back curiosity, initiative, and people who want to keep learning.

Want to learn more?

Final thoughts

Being a Production Assistant can be fast-paced, unpredictable, and sometimes physically demanding—but it’s also hugely rewarding. Whether you’re aiming for a career in commercial content, television, or film, it’s a great first step that gives you a real understanding of how video production works.

Want to work with us or find out more about what we do? Fill out the form on our contact page and start the conversation.

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

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.

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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!

 

Close-up of a professional video production setup on an outdoor film set.

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.

Overhead view of filming crew capturing a scene in a bookstore with camera equipment.

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

🎬 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