Category Archives: B2B

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.

What is an employee testimonial video?

An employee testimonial video is a short film featuring one or more employees of a company testifying to the quality of the company’s products or services. These videos are typically used as marketing tools, designed to convince potential customers that the company is worth doing business with or new talent that they would want to work there. Employee testimonials can be very effective, as they offer an insiders’ perspective on what it’s like to work for the company. When done well, they can help to build trust and confidence in the brand. However, when done poorly, they can come across as staged and inauthentic. To ensure that your employee testimonial video is successful, it’s important to choose the right employees to feature and to give them ample opportunity to speak candidly about their experiences.

Why are employee testimonial videos important?

Employee testimonial videos are a great way for potential customers to get an inside look at your company. They provide an opportunity to hear first-hand from employees about what it’s like to work for your business. These videos can be particularly helpful in highlighting your company culture and values. They also allow potential customers to see the faces behind your brand and get a sense of the people they would be working with if they chose to do business with you. In a world where consumers have more choices than ever before, employee testimonial videos can be a powerful tool for differentiating your business and establishing trust with potential customers.

What are the benefits of an employee testimonial video?

There are several benefits of an employee testimonial video. First, it helps create a more personal connection between potential customers/future employees and your company. When people see real employees talking about their experiences, it makes your company feel more relatable and trustworthy. Second, an employee testimonial video can help show off your company culture. It’s a great way to give potential applicants a sense of what it’s like to work at your company, and it can help attract people who will be a good fit for your business. Finally, an employee testimonial video can be a powerful marketing tool. It can be used on your website, social media, or even in traditional advertising campaigns. When done well, an employee testimonial video can be a valuable asset for any business.

>> Read our blog: 50 questions to ask for employee testimonial videos (and customer testimonials).

Where can you promote your employee testimonial video?

Once you’ve made your employee testimonial video, where can you promote it?

There are a few obvious places to start. You can post it on your website or blog, or share it on social media. If you have an email list, you can include a link to the video in your next newsletter. Beyond that, think about other ways you can get the word out. Maybe there’s a relevant trade show or conference coming up where you could show the video. Or maybe there’s someone influential in your industry who would be willing to give the video a shout-out. The possibilities are endless.

What questions can you ask in an employee testimonial video?

When you’re conducting an employee testimonial, there are a few different types of questions you can ask in order to get valuable feedback. First, you can ask about the person’s experience with the company. This can include questions about what they like about working for the company, what their day-to-day duties are, and how they feel about the company’s products or services. You can also ask about the person’s career goals and how working for the company has helped them to achieve these goals. Finally, you can ask for specific examples of how the person has benefited from working for the company. These examples could include instances where they’ve received great customer service, been able to apply their skills and knowledge to their work, or received support from management. Asking a mix of these types of questions will help you to get a well-rounded view of what it’s like to work for your company.

Examples of Employee Testimonial Videos

There are all sorts of employee testimonial videos out there. Some feature a single person speaking directly to the camera, while others use a more interview-style format. Some companies choose to focus on the personal stories of their employees, while others prefer to highlight the company’s culture and values. No matter what approach you take, an employee testimonial video can be an excellent way to showcase your team and give potential customers a behind-the-scenes look at your business. Here are a few examples to get you started.

The first example is from the online retailer Zappos. In this video, employees share their personal stories about why they love working for the company. The focus is on the people, not the product, and it gives viewers a sense of the company’s culture and values.

Another great example comes from HubSpot, a software company. In this video, employees speak about how they’re able to work independently and still feel supported by their team. This video does an excellent job of showcasing the company’s collaborative culture.

Finally, we have an example from FabFitFun, a subscription box company. This video features employees talking about what they love about their job. This video is lighthearted and fun, and it really shows off the company’s unique personality.

These are just a few examples of employee testimonial videos that are sure to inspire you. No matter what style you choose or what approach you take, remember that the most important thing is to highlight the real people that make your business run.

Small Films is a video production company in London. We regularly create customer testimonial videos and know exactly what makes your client stand out on video. If you want to chat through your project, then do get in touch with our team.

A brand that is dominating the world of content marketing right now is the notorious Nike Inc; the world’s largest athletic footwear and clothing brand. Over 55 years, Nike is risen to become a shining example of a brand that has it all; market share, $34 billion yearly revenue, contracts with world renowned sportsmen, factories in over 40 countries and selling worldwide in over 170. Nike is doing phenomenally well and shows no sign of slowing down. Competition is fierce in this space, with brands like Adidas, Puma and New Balance all taking their slice of the market however, something about Nike and its strategy has placed them at the top of the playing field and has kept them from being overtaken or outshined. So what is it that makes Nike different?

Founded in Oregon in 1964 by young entrepreneur Phil Knight, Nike started off as a reseller of Japanese running shoes selling to well known sports brands across the US. Knight wrote a paper before the inception of Nike called “Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras?” After that Knight went on to create the company Blue Ribbon Sports, which we now know today as Nike Inc. Hard work, luck and determination were not the only forces that turned Nike into a world leading manufacturer of sportswear but also a superb and unique marketing strategy, one that encouraged people to think differently about athletic footwear and oozed the “Just Do It” mentality.

Nike has been a brand that always challenges the boundaries of sport, sportswear and athletic principles. So much so that today Nike is worn and bought by billions of people around the world who aren’t even interested in sports. They decided early on that their products would be constantly redesigned and reimagined with their customers in mind, pushing the traditional running shoes as far as they could using crazy inventions like waffle machines to design the soles. Very soon Nike became less about the shoes and more about fitness. They didn’t want to sell you a shoe but instead a mantra of being fit, active and staying healthy. Their shoes were sold as a way to stay in shape but the fact that they were comfy to run in and more stylish to look at was a bonus. Nike very quickly became the fitness brand selling a way of life, an image, a feeling and a lifestyle – their customers and audience then became the most important thing to the business.

So, in the 21st century what is it that Nike offers us that makes them so irresistible? To reach their new, digitally savvy audience, Nike put a lot of attention into their content creation, focusing on their social media channels and video production. Through their brilliant use of advertising Nike offers all generations, gender and races across the world this feeling of empowerment and energy. Their marketing strategy is to empower people through uplifting videos, advertisements that ooze culture, social freedom and restraints, fashion trends, lifestyle trends, opinions, messages and love. They test the limits of our personality by being so in tune with the world and providing their customers with a release, a safe place and the feeling that they are not alone. They now produce regular video content that speaks effortlessly to their customers through strong, moving and engaging storytelling.

“Walk With Love” – Represent Love

Nike BETRUE – Nobody Wins Alone

https://youtu.be/T9Dx-s9FBBk

“MILES” Joan Benoit Samuelson

https://youtu.be/CgUuyZ-gzDQ

For a long time now Nike has slowly started to reduce the production of TV adverts and instead focus on video content for their YouTube channel. Understanding that marketing in the digital age is changing, Nike decided that the quickest and most effective way to reach their audiences and customers with detailed, meaningful and relevant content was through online video. They dropped their TV and print advertising spend by 40% between 2010 and 2012 – but increased their overall marketing budget to $2.4 billion in 2012 (Fortune). This marketing strategy in itself shows that Nike as a brand that follows the people, listens to trends and adapts instantly to the changes in culture. TV advertising spend dropped substantially in the last few years because traditional TV viewing has also massively declined. Instead, video streaming and viewing has become a lot more selective, personal and intimate, and because of online streaming it has become hugely accessible and people prefer to binge watch shows at their leisure. YouTube is the second most used site after google (Alexa) and users view more than 1 billion hours of videos each day (YouTube).

Nike speak to their audiences on their terms. They provide customers with personalisation, the ability to design their own shoes, content to watch that reflects their attitudes, opinions and lifestyles, not to mention the endless creation of new styles, clothes and shoes that constantly hit our high streets and allow its customers to always feel original and stay excited and passionate about Nike. What is their marketing strategy? It’s to give the people what they want with the utmost time, attention to detail and uncompromising quality whether that’s clothes, experiences or content.

As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world, BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube.

The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.

It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.

There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).

So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.

As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.

3 Easy Steps to Get Sales with Video

Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?

When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.

Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.

1. Inform

Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)

2. Educate

Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.

3. Offer

Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)

A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.

If you want to talk to us about how to drive sales for your business using video then drop us a line at info@smallfilms.com

The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?

Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?

Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.

If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…

This is their advert. No two ways about it. They are showing the product and pushing their agenda.

But then look at these three videos and their different forms of branded content.

This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.

https://youtu.be/CAtYWU3m8uY

And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.

https://youtu.be/-KkuIXclbfI

But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?

Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.

So how do I create branded content for my business?

Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.

Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.

For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.

If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?

Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.

The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?

Why bother when I can just run paid adverts?

The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.

I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?

If you want to talk to us about how to create branded content for your business then drop us a line at info@smallfilms.com