Category Archives: Tips & Tricks








Explainer Video Scripts: A Step-by-Step Writing Guide

A slick animation or polished film might look impressive, but if the script is weak, your explainer video will fall flat. The script is the engine of the whole production—it sets the pace, the tone, and the clarity of your message.

Writing a good one isn’t about being “creative” for the sake of it. It’s about being strategic: knowing exactly who you’re talking to, what you want them to take away, and how you’re going to get them there.

1) Define your audience and objective

Before you put pen to paper, be crystal clear on two things:

  • Who is this for? Customers, investors, employees, partners—each group has different pain points and priorities.
  • What do you want them to do? Book a demo, start a free trial, visit your website, share with colleagues?

Pro tip: Write one sentence that sums up your goal: “This video will explain how our software saves time and encourage people to book a demo.” If you can’t write that sentence clearly, you’re not ready to start.

If you’re still choosing a format, this overview will help: The Different Types of Explainer Video (and When to Use Them).

2) Start with the problem

A strong opening is everything. Don’t introduce your brand straight away—meet your audience where they are.

Instead of: “We’re Acme Corp, a leading provider of solutions for modern businesses…”
Try: “Managing multiple systems wastes hours every week—and it’s costing your team both productivity and morale.”

3) Introduce the solution (simply)

Once you’ve set up the problem, bring in your solution. Keep it short and confident—think headline, not brochure.

Example: “Acme brings all your business tools into one easy-to-use platform, so your team can focus on the work that matters.”

4) Explain how it works (in 3 steps or fewer)

Explainers succeed when they simplify the complex. Break your offering into an easy-to-follow process:

  1. Sign up online
  2. Connect your existing tools
  3. Start working more efficiently

Need help picking a style? See What Are Animated Explainer Videos and 5 reasons why you should use animated explainer videos.

5) Highlight the benefits (not just the features)

A feature is what something does. A benefit is why it matters. Audiences care about the latter.

Feature: “Our system integrates with your CRM.”
Benefit: “You’ll save hours every week because everything works seamlessly with the tools you already use.”

For a broader view of why explainers perform so well, read The Power of Explainer Videos in Digital Marketing.

6) Build trust with proof points

Even in a short explainer, credibility matters. Add one fast proof point:

  • A quick stat (e.g. “Trusted by 10,000+ businesses”)
  • A short testimonial (one sentence)
  • A recognisable partner or accreditation

For inspiration, browse these 10 Best Explainer Video Examples.

7) End with a strong call to action

Don’t leave your audience hanging. Tell them what to do next—and make it simple:

  • “Book a demo today.”
  • “Start your free trial.”
  • “Visit our website to learn more.”

Pro tip: Keep your CTA consistent across the video, landing page, and follow-up emails.

8) Keep it short and sharp

Most explainer videos sit in the 60–90 second range (roughly 150–225 words). Cut ruthlessly. If a line doesn’t move the story forward, delete it.

For more on structure and pacing, see How to write an explainer video script and How to make an awesome explainer video that sells.

9) Read it out loud (and tweak)

Explainer scripts are written for the ear, not the eye. Reading aloud highlights clunky phrasing, long sentences, or tongue-twisters that trip up voiceovers. If you run out of breath halfway through a sentence, it’s too long.

A tried-and-tested structure

  1. Problem
  2. Solution
  3. How it works
  4. Benefits
  5. Proof points
  6. Call to action

Example snippet

“Managing projects across different platforms is exhausting—and it slows your team down. Acme simplifies everything by bringing your tools together in one place. It’s simple: sign up, connect your accounts, and start working smarter. Businesses that use Acme save up to 10 hours per week, freeing their teams to focus on growth. Try it free today.”

Notice how it follows the structure: problem → solution → how it works → benefits → proof → CTA.

Further reading from Small Films

Final word

Explainer videos succeed or fail on the strength of the script. Get the words right and your visuals will have something powerful to bring to life. Get it wrong, and no amount of animation wizardry will make up for it. Start with your audience, keep it short, and always finish with a clear call to action.


A great video can transform how your brand connects with customers — driving awareness, boosting engagement, and even closing sales. But here’s the secret that many marketers overlook: a successful video doesn’t start on set, or even in the edit suite. It starts with the brief.

The quality of your brief determines the quality of your video. A clear, well-thought-out brief sets your agency up for success, giving them the insight, direction, and objectives they need to deliver something that truly works for your brand. On the flip side, a vague or incomplete brief can derail a project before the cameras even start rolling.

At Small Films, we’ve worked with hundreds of businesses — from startups to global brands — and we’ve seen the difference a strong brief can make. To help you get it right, here are the five most common mistakes businesses make when briefing a video agency, and how you can avoid them.

1. Being Vague About Objectives

The mistake: Many briefs start with “we need a video” — but stop short of explaining why. Without clear objectives, your agency is left guessing what success looks like. Is the goal to raise awareness, educate, generate leads, or drive direct sales? Each of these outcomes requires a very different approach.

Why it’s a problem: If your agency doesn’t know your real objective, they might produce a video that looks great but doesn’t deliver results. For example, a high-production-value brand film might impress internally, but won’t necessarily convert viewers into customers if lead generation was the goal.

How to avoid it:

  • Be specific about what you want the video to achieve.
  • Tie the brief to measurable outcomes (e.g., “increase web traffic by 25%” or “generate 500 qualified leads”).
  • Share context on your wider campaign so the video can align with it.

At Small Films, we always ask: What’s the single most important thing you want this video to achieve? That’s our north star throughout the project.

2. Not Defining the Audience Clearly

The mistake: “Our video is for everyone.”

This is one of the fastest ways to dilute the effectiveness of your content. If your agency doesn’t know exactly who you’re trying to reach, they can’t tailor the creative, messaging, or distribution strategy to resonate with the right people.

Why it’s a problem: A one-size-fits-all video often ends up speaking to no one in particular. The tone might be too broad, the style too generic, and the messaging too vague to make an impact.

How to avoid it:

  • Clearly define your primary audience segment (age, job role, interests, pain points, motivations).
  • Share insights you have from customer research, buyer personas, or analytics.
  • If you have multiple audiences, consider creating multiple assets rather than stretching one video too thin.

The tighter the target, the stronger the creative. Whether you’re speaking to time-poor CEOs on LinkedIn or Gen Z trend-seekers on TikTok, your agency needs to know.

3. Skipping the Distribution Plan

The mistake: Treating the video as a standalone piece without thinking about where it will live.

We often see briefs that stop at the creative idea, without considering the platforms, formats, or campaign integration. But distribution is half the battle.

Why it’s a problem: A cinematic two-minute brand film might shine at an event, but won’t perform well on TikTok. Likewise, a vertical short designed for Instagram won’t translate to YouTube pre-rolls. Without a plan, you risk creating the wrong format for your audience.

How to avoid it:

  • Decide where the video will be distributed before production begins.
  • Share details of each platform so your agency can tailor aspect ratios, lengths, and calls-to-action.
  • Think beyond organic: will you be running paid ads, email campaigns, or using the video in sales presentations?

At Small Films, we always design content with distribution in mind — often creating multiple cut-downs and versions from a single shoot to maximise ROI.

4. Ignoring Brand Guidelines (or Over-Restricting Them)

The mistake: Some brands hand over no brand guidelines, while others hand over a 200-page rulebook that leaves little room for creativity. Both extremes are unhelpful.

Why it’s a problem:

  • Without guidelines, your video risks feeling off-brand or inconsistent with your other marketing.
  • With overly restrictive rules, the creative might feel stale or cookie-cutter, limiting impact.

How to avoid it:

  • Provide your agency with key brand assets (logos, colour palette, tone of voice, fonts) and any mandatory do’s/don’ts.
  • Allow room for creativity within the brand framework. A great agency knows how to innovate while staying true to your identity.
  • Share examples of past content you love (and don’t love). This gives your agency a sense of direction without boxing them in.

The sweet spot is collaboration: your brand voice + your agency’s creativity.

5. Setting Unrealistic Budgets or Timelines

The mistake: Expecting champagne results on a lemonade budget, or a three-week turnaround for a three-month project.

Why it’s a problem: Unrealistic expectations can lead to disappointment, rushed work, and compromised quality. It can also damage trust between brand and agency.

How to avoid it:

  • Be upfront about your budget from the start — this allows your agency to propose realistic, creative solutions within your means.
  • Discuss timelines honestly. Remember, video production includes scripting, pre-production, filming, editing, revisions, and distribution planning.
  • Build in buffer time for approvals and feedback loops.

At Small Films, we pride ourselves on being transparent. We’ll always show you what’s possible at different budget levels, and flag if a timeline won’t do your project justice.

Final Thoughts

A strong video brief is the foundation of a successful campaign. By avoiding these common mistakes — unclear objectives, undefined audiences, weak distribution planning, mismanaged brand guidelines, and unrealistic expectations — you set your agency up to create work that not only looks great, but also delivers measurable business results.

Remember: briefing is a partnership. The more clarity and collaboration you bring, the more your agency can channel its creativity and expertise into helping your brand shine.

At Small Films, we don’t just make videos — we craft strategies that drive growth. If you’re planning your next video project and want to ensure it hits the mark, we’d love to chat.

👉 Get in touch with us today to discuss your brief and see how we can bring your vision to life.

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

In today’s education marketing landscape, reaching prospective students is more complex — and more competitive — than ever. Schools, universities, and education brands are no longer just competing locally; they’re competing globally, with every institution vying for attention across digital platforms. Amid this noise, one thing is clear: short-form content is now a critical tool in student recruitment campaigns.

From our work with education providers, we’ve observed a shift in how students consume information. Prospective students aren’t waiting to open glossy prospectuses or watch long-form videos; they’re scrolling, swiping, and tapping through content on Instagram, TikTok, YouTube, and increasingly, LinkedIn. To meet them where they are, institutions need content that is quick, authentic, and highly shareable.

1. Gen Z Consumes Content Differently

The first reason short-form content is so effective is simply that students consume information differently. Gen Z has grown up with fast-moving digital content. Their attention spans are shorter, but their engagement is deep when content resonates.

Research and our own campaigns show that videos under 30 seconds often perform better in driving initial engagement than traditional long-form films. These micro-moments allow prospective students to form an impression of a school or university quickly, while simultaneously giving marketers multiple touchpoints to communicate their story.

For example, a 15-second clip of students interacting in a lab or participating in a sports event can convey community, energy, and ethos far more quickly than a 3-minute tour video. The key is authenticity — prospective students respond best when the content feels genuine, not staged.

2. Peer Voices Drive Trust

Authenticity is amplified when prospective students hear directly from their peers. Testimonial clips, candid interviews, and day-in-the-life moments allow students to see themselves in your institution.

In one recent campaign, we worked with a university to create a series of 20-second student story videos. Each clip highlighted real student experiences: navigating campus life, joining clubs, or balancing academics and social activities. The response was immediate: higher engagement on social, more enquiries, and better attendance at virtual open days.

This reinforces a critical principle: students trust their peers more than any polished institutional messaging. By integrating peer voices into short-form content, you not only increase engagement but also build credibility in the earliest stages of the admissions funnel.

3. Multi-Platform Distribution Multiplies Impact

Short-form content shines not only because it aligns with attention spans but also because it can be repurposed across multiple channels. A single 2–3 minute film shoot can yield:

  • A 30-second hero video for the website
  • Multiple 15-second cuts for Instagram and TikTok
  • Bite-sized clips for LinkedIn campaigns targeting parents and alumni
  • Short testimonial videos for email nurture sequences

The power lies in stretching a single asset across multiple channels, reaching different audiences without multiplying production costs. Paid distribution, including PPC campaigns, social boosts, and programmatic advertising, ensures that your content is not just created but actually seen by the right prospective students and decision-makers.

4. Short-Form Content Supports the Full Admissions Funnel

Another key advantage of short-form content is its versatility across the admissions funnel.

  • Awareness Stage: Quick clips on social media help your institution stand out in a crowded market.
  • Consideration Stage: Testimonial reels and behind-the-scenes moments deepen engagement and build trust.
  • Conversion Stage: Short videos highlighting open days, campus tours, or application deadlines act as nudges to encourage enquiries and applications.

In other words, short-form content isn’t just a “top-of-funnel” tactic — it feeds the entire recruitment journey, working alongside longer films, virtual tours, podcasts, and other assets to reinforce your messaging at every stage.

5. Practical Tips for Maximising Short-Form Content Impact

Based on our experience, here are some practical tips for creating short-form content that delivers results for student recruitment:

  1. Plan Multi-Platform From Day One: Ensure your shoot captures moments that work vertically for Instagram/TikTok, horizontally for YouTube, and in a format suitable for email or web.
  2. Focus on Stories, Not Just Facts: Capture moments that convey student life, ethos, and experiences. Metrics and facilities are important but secondary to narrative.
  3. Use Peer Voices: Students speaking in their own words are more relatable and persuasive than scripted lines from staff.
  4. Repurpose and Optimise: Don’t let one shoot produce only one film. Create multiple assets tailored to each platform and audience.
  5. Measure and Adjust: Track engagement, enquiries, and conversions. Optimise distribution based on what resonates most.

Conclusion

The shift to short-form content isn’t a fad — it’s a strategic response to changing student behaviour. Institutions that embrace fast, authentic, multi-platform content, delivered in a way that aligns with prospective students’ attention spans, are seeing measurable results.

For admissions teams, the message is clear: short-form content works — and it should be a cornerstone of your recruitment strategy. By combining creativity, peer voices, and smart distribution, you can amplify your institution’s story and drive better outcomes for student applications, engagement, and ROI.

At Ardent, we help schools, universities, learning providers, and education brands craft these powerful stories — from films and podcasts to 360 tours and social content — and ensure they reach the right audience, producing measurable results along the way.

If you’re interested in exploring how short-form content can enhance your admissions campaigns, get in touch. Whether it’s strategy, production, or multi-platform distribution, we help education providers craft content that inspires, engages, and delivers results.

Videographer London: A 2025 Guide to Finding the Right Filmmaker for Your Business

Intro

London is one of the most creative cities in the world. From tech start-ups in Shoreditch to financial powerhouses in Canary Wharf, businesses across the capital are using video to tell their story, engage audiences, and stand out in a crowded marketplace.

If you’ve just typed “videographer London” into Google, you’re not alone. Thousands of people make that search every month, often because they know they need video content — but aren’t quite sure whether a freelance videographer or a full video production company is the right fit.

This guide will walk you through everything you need to know about hiring a videographer in London in 2025 — the benefits, the pitfalls to avoid, how much it costs, and how to decide whether you need a one-person filmmaker or a complete production team behind you.

Why Hire a Videographer in London?

  • A thriving creative hub – London is home to some of the best creative talent in the world, which means you’ll find filmmakers with a range of styles, niches, and expertise.
  • Flexibility and speed – Many videographers are independent operators or work in small teams. They can often turn around simple projects quickly.
  • Professional quality – Even a single skilled videographer can deliver a huge jump in quality compared to filming on a phone or in-house.
  • Perfect for smaller projects – If you need a highlight reel, a short social video, or coverage of a small event, a London videographer is a great option.

Types of Videography Services in London

  • Corporate & Brand Films – showcasing your company’s story, values, and people.
  • Event Videography – capturing conferences, product launches, or client events (or weddings).
  • Promotional Videos – highlighting a new product, service, or campaign.
  • Social Media Content – short, engaging clips designed for TikTok, Instagram, or LinkedIn.

👉 For more inspiration, check out our blog on 10 Types of Promotional Video (many of the principles apply to businesses too).

How to Choose the Best Videographer in London

When you’re reviewing options, keep these essentials in mind:

  1. Portfolio & Style – Does their previous work match the look and feel you want? A polished brand film calls for different skills than a simple interview.
  2. Sector Experience – Have they worked in your industry before? A videographer who understands your world will capture it more authentically.
  3. Clarity of Brief – With most freelance videographers, you’ll need to do the heavy lifting: writing scripts, drafting interview questions, planning the shoot, and clarifying the story. If you’d like more support here, a video production company can provide strategy and creative direction.
  4. Editing & Post-Production – Some videographers only deliver raw footage or basic edits. Ask what’s included — will they handle colour grading, music licensing, subtitles, or motion graphics?
  5. Equipment & Logistics – Make sure they have the right kit — and backups. If their only camera fails, do they have another ready? Production companies usually bring multiple crew members and spare gear.
  6. Reliability & Contingency – If a solo videographer falls ill or can’t make it on the day, you may face delays or reshoots. Ask if they have a contingency plan for if this happens.
  7. Budget Transparency – Rates in London vary widely. An experienced videographer with high-end equipment will cost more than a newcomer — so make sure you know exactly what you’re paying for.

👉 For a deeper dive, see our guide: How to Hire a Videographer (Everything You Need to Know).

How Much Does a Videographer in London Cost?

Costs can vary significantly depending on experience, equipment, and the complexity of your project. As a guide:

  • Entry-level videographers: £300–£600 per day (basic filming, limited editing).
  • Mid-level professionals: £600–£1,200 per day (good kit, more experience, higher production quality).
  • High-end videographers: £1,200+ per day (extensive experience, top equipment, cinematic quality).

Bear in mind that these figures usually cover shooting time only. Videographers bill by the hour, typically working to a 10-hour day with overtime billed at 1.5x. Editing, motion graphics, music licensing, location hire, or additional crew will add to the overall cost. That’s why some businesses find a video production company more cost-effective — the full package is often built in, rather than billed as add-ons.

👉 If you’re weighing up costs, you might also like our blog: How Much Does Video Production Cost?.

Common Pitfalls to Avoid

Even with talented videographers, businesses sometimes run into challenges. Watch out for:

  • Not planning properly – Without a script or clear brief, you may end up with lots of footage but no story.
  • Expecting one person to cover all roles – Shooting, directing, lighting, and editing can be too much for one individual on complex projects.
  • Overlooking equipment needs – Some videographers don’t own specialist gear (like drones, gimbals, or lighting kits) and may struggle to hire it quickly. Confirm everything the day before your shoot.
  • Reliability issues – If a videographer cancels at the last minute due to illness or other reasons, you may face delays or have to reschedule. Unlike larger companies, most freelancers don’t have backup crew.
  • Choosing on price alone – There are huge differences in quality depending on experience, style, and equipment. The cheapest option may not deliver the professional results you need.

👉 Related read: The 25 Worst Things You Can Do When Commissioning a Corporate Video.

Videographer or Production Company: Which Do You Need?

A videographer is often the right choice when you need:

  • Simple events like product launches or networking sessions.
  • Filming interviews for internal use.
  • Quick-turnaround social media content where production value doesn’t need to be high.
  • Anything where you or your team can handle the planning, scripting, and direction yourselves.

A video production company may be the smarter option if you need:

  • Campaign-level content that aligns with business goals and drives ROI.
  • Creative development — storyboarding, scripting, and messaging.
  • Multiple crew members to handle cameras, lighting, and sound simultaneously.
  • High production value with motion graphics, animation, or complex edits.
  • Reliability — a team that can cover illness or technical issues without derailing your project.

👉 Check out our post: Videographer vs Video Production Company: Which is Best?.
👉 Or explore Video Production London: A Guide for International Brands Working with UK Partners for a broader view.

Final Word: Finding Your Videographer in London

Searching “videographer London” is a great first step — it means you’re serious about levelling up your brand’s content. For many businesses, a freelance videographer is exactly what’s needed. For others, especially those planning bigger campaigns, a video production company can provide the strategic insight, creative thinking, and production power to make sure your video doesn’t just look good, but actually works.

👉 At Small Films, we’re a London-based video production company helping businesses create content that ignites attention and delivers results. Explore our portfolio, check out our case studies, or get in touch to start the conversation.

Roundup: Looking for more? Explore our video production services, browse our portfolio, or check out our book Resonance on Amazon. Fill out the form on our contact page and start the conversation!

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“

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.

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.

10 Social Media Analytics Tools Perfect for Beginners AND Pros

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. 

Animation is such a powerful tool for your business. When it comes to creating engaging content, using animation is a solid investment for your company. At Small Films, we’ve been delivering animations for years and have seen the incredible success these styles of films bring to brands.

Our modern culture turns to the internet when we need to learn. Don’t know how to do something? Somebody out there must have made a video about it, right? The videos we consume to understand a particular product or service better are called explainer videos. They’re an awesome way to give your audience quick information and present yourself as an expert in your field. They also help to gain people’s trust – so your company will be regarded with increased confidence.

Nobody wants to be confronted with a wall of text explaining why your company has a good culture and ethics or that your protein water is the best in the business. Instead, an animated explainer video allows people to understand who you are with minimal effort. Because, let’s face it, people don’t have the time to actively learn about who you are; they want to be spoon-fed with valuable information.

So, what exactly is an animated explainer video?

An animated explainer video will describe your product or service through animation. This might be via 2D, 3D, character animation or motion graphics and will be a way to show the benefits of your offering concisely. Animation is so powerful because it can explain complex ideas simply, without the need for expensive film shoots or long-distance travel. Check out our extended blog on ‘what is an animated explainer video’ to learn more about this film style.

Watch the animated product explainer video we did for Blossm

 

5 reasons why you should use animated explainer videos:

● They show a problem and a solution

A consumer wants to know how you can solve their problem. If a video can show a linear narrative in which somebody relatable to themselves gets their problem solved, a consumer is far more likely to become infatuated with your company.

● They are approachable

Animation is probably one of the more challenging forms of media to create. Yet, it is the easiest form to consume. People will be far more likely to watch a video about who you are or what you sell rather than read about it.

● Show your brand personality

Does your company have a wicked work culture that everybody else should know about? Are your ethics well aligned with your audience’s wants, and do you have a brand ahead of its time? Use your animated explainer video as a chance to show your brand’s personality.

● They’re multifaceted

Your video can be posted on YouTube or Vimeo. It can then be relayed through your social media platforms. It can be embedded on your website. It can be sent out via an email marketing campaign. Once you have the video, there is a multitude of ways you can use it.

● Explainer videos can help improve your SEO

Google is constantly trying to figure out why you should be ranked number 1. You need to show Google that you are the top expert in your industry and have information others desperately need. Explainer videos optimised for search will help your website be found by users looking for your product or service.

Explainer videos will add a great deal of value to your website and help highlight why a customer should buy from you. They’ll improve conversions and offer an incredible return on investment.

At Small Films, we will work with you to discover the best animation style that fits your video project, tone of voice, and goals. We’ll help write the script, storyboard it, and our talented bunch of animators will bring your project to life.

If you’re looking for an animated explainer video company, then do get in touch

Animated explainer videos are an excellent way for a business to attract clients in a creative, eye-catching and informative way.  

What is an Explainer Video? 

Explainer videos are usually short videos that are used for marketing or selling a product or service. Explainer videos highlight the key features and benefits of these products/services to encourage why a customer should buy them, so they’re a great style of video to use if your product or service is complicated to understand. They are used in multiple ways, such as on an e-commerce site, in Facebook ads or by the new business team to help quicken the sales cycle.  

The Benefits of an Animated Explainer Video 

Not only are animated explainer videos a popular choice, but they don’t require extensive production or travel, making them easier to create and often more cost-effective. An animated explainer video doesn’t need pre-shot footage, so they’re a great way to bring any concept to life. 

  • They quickly explain complex ideas. 
  • They are cost-effective to create 
  • They support your SEO efforts 
  • They help to position your brand 
  • Video production is easier to manage 
  • They can boost conversion rates

At Small Films, we can provide all types of animated explainer videos. Give us a bell to chat through your project. 

Animation is a great way to get creative with your video. It can be colourful, vibrant and unique – helping to make your brand stand out. With animated explainer videos, you also have access to various styles, from character animation to mixed media – allowing you to choose which best fits your brand. For example, a company like Innocent often uses illustrators for their animations to capture their playful personality, whilst Accenture uses 2D motion graphics to explain their services clearly.    

Animated explainer videos can come in a variety of styles and functions: 

2D Animated Character Videos
Animated videos are pretty easy on the eye, especially when you have a nice simple animated character telling you a story. It’s engaging and, if done right, will put the right message across. 

2D Motion Graphics
With 2D motion graphics, you don’t need an emotional/engaging story. Due to the graphics being the exciting part, you can just jump straight right into the relevant information required. 

Whiteboard Animation
This type is simple and can gain the attention of both a visual and text learner. If done right, it can be a real winner of an animated explainer video. 

3D Animation Video
3D animation is a more advanced style, where features can be made more realistic. However, this can be expensive to create compared to 2D animation but is definitely worth the money. 

Animated Explainer Video Best Practices 

As an experienced animation video company, Small Films has created countless animated videos for our clients, including Interactive Investor and Emily Crisps, so we know all the best practices for all styles of explainer videos. 

  • Keep them between 30-90 seconds in length.  
  • The videos should be kept simple, refined down to only 3-5 messages 
  • Start with a simple script and work your way from there.  
  • Let someone who doesn’t know the industry watch your video – this way, you can see if people will understand your messages and what you need to improve on.    

At Small Films, we can take your project and create something outstanding from just a seed of an idea. We’ll support you with everything, from writing the script, creating storyboards, animating and editing. Give us a bell if you’d like to chat your project through. 

How much does a corporate video cost? It depends…

Frustrating perhaps, but true. Promotional video costs can vary enormously. Like any product – there are low budget options, top-quality professional options with all the bells and whistles, and lots of levels in between. There are so many factors affecting the cost of corporate video that it would be disingenuous (and probably inaccurate) to pluck a figure out of the air to answer the question. It’s not a cost-hiding conspiracy created by the video production industry – it’s just a very complex issue.

The good news is that video recording technology has become a lot more accessible over the last few years and video production costs have decreased. That means that quality video content is no longer the preserve of big brands with a huge budget. It’s now a reality for any small business or SME looking to grow.

Video for your business can be as simple as filming it yourself on a smartphone, downloading an app to use a ready-made template, adding effects, editing it, and publishing it to a video-sharing channel. And that’s great if a lo-fi, personal feel is what you’re trying to achieve. For most businesses, however, the amateur approach doesn’t really work. 62% of consumers who watch a poor quality video say they are left with a negative perception of the brand, but embedding a high-quality video on a business website landing page has been shown to increase conversions by up to 80%.

>> Looking for video production services? From explainer videos to brand films, take a look at how we can help support you. 

It’s clear then, that video content can have a massive impact. It’s important for businesses thinking about video to ensure that this impact is always a positive one. One way of doing that is to use an established video production company that will have a team of experienced professionals, high-quality equipment and pre-production, production and post-production capabilities. When choosing a company, get recommendations, look at their past work and speak to previous clients about their experiences.

The best way to approach commissioning video content from a production company is to have a clear idea of what you want to spend. As with building a house where your architect wants to know the house you envisage from the size, style and building materials, to the features, fixtures and fittings, a professional video production company needs to have an idea of your budget in order to accurately advise what services they can offer you. A corporate video could cost anything from £1,500 to £30,000 depending on a large number of variables from the complexity of the script to the cameras being used. Any reputable video production company will offer you the best creative options for your budget – it’s in their interests that the video looks as good as possible after all. And beware, there’s no such thing as a steal in video production – if something is cheap there’s usually a good reason for it. For example, a camera operator can cost anything from £150 to well over £1000 a day – but the quality of work and level of experience will be reflected in the price. Of course, you can still get a good deal on your corporate video – but the best way to get high quality and value for money is to establish a good relationship and trust with your video production company.

So what are the variables that affect how much a corporate video costs? This will give you an idea of the processes that can be involved in corporate video production. Not all the elements will be necessary in any one video – it obviously depends on the type, scope and length of your video – as well as the budget. The costs will differ for an animated explainer video and a talking head corporate video shot in the workplace for example.

Read our blog: Local vs. London video production company. Which is best?

Planning and Pre-production

Strategy, creative idea, visualisation and design

Scriptwriting/storyboarding

Location finding

Casting of actors or voiceover

Wardrobe/props

Production planning and logistics

Direction and client communication

Shoot day/s

Director

Camera Operator

Cast

Wardrobe/make-up

Sound/lighting technician

Runner

Catering

Studio/location fee

Equipment hire

Travel

Post Production

Editor

Edit Producer and client liaison

Executive producer approvals

Client feedback and approvals

Animation

Motion graphics

Special effects

Stock footage

Music

Voiceover

Licensing

Subtitling/translation

Colour balancing and grading

Export and optimisation for web streaming.

So there you have it. A corporate video can involve many different processes and be many different things, but one thing it should always be is good quality. The best way to cut through the confusion is to speak to a reputable video production company and be clear about what you want and roughly how much you want to spend. Show them examples of videos you like for comparison – be open to new ideas, and most of all, enjoy the creative process!

Small Films is a leading corporate video agency in London. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.