Business video: what, why and how?

Business video refers to any type of video that promotes a business’s activity. There are many applications: company presentation videos, training videos, virtual or face-to-face events videos, etc. 

Traditionally, these videos are produced by agencies, but more and more, businesses look to produce their content in-house to save money, become more agile and ensure a sustained production rate. In 2021, video is a well established format for communications and marketing. It can be used to meet very specific objectives, from presenting new recruits internally to optimising e-commerce conversion.

Business video: changes accelerated by the crisis

New trends have emerged in 2020: customers are now looking for more authenticity from brands and are increasingly turning to social media. 

Authentic video to inspire confidence

To inspire confidence in these times of crisis, companies want to respond to their customers’ and employees’ need for transparency and authenticity. They are therefore looking to make videos to present themselves in a different light.

Thus, they turn to formats like customer testimonials, which convey a positive image of the company, or employee spotlights that let the team be discovered. Short and dynamic videos, which highlight employee profiles, are very popular, as are tutorials or explanation videos featuring the brand’s experts, who show their know-how and more.

Short formats for social networks 

The attention span of a person is estimated at 8 seconds, which is 1 second less than a goldfish. To capture their audience’s attention, businesses have to keep their videos short and dynamic.

The need to differentiate

These video formats are used by many companies, so it’s necessary for communicators to differentiate by making videos that truly are unique to the brand, showing real employees, products or offices – and avoiding image banks. In that respect, the Kannelle app lets you create professional videos with your own footage in 15 minutes, using your smartphone.

The new constraints of business video

The year 2020 has imposed new constraints on the production of business videos. Communicators have had to adapt and work around the challenges! 

Do with what you have

First of all, the health crisis drove many employees to work from home and also led companies and communities to show what measures they were implementing in response. In both cases, it was necessary to create videos quickly, with content that was less “polished” than usual as a result. 

And with limited budgets

As it is often the case with crises, this pandemic and economic hit have led to budget cuts in all areas of business.  With fewer resources to create as many or more videos for communication and training, a real need to create videos quickly and simply has emerged.

Emergence of new solutions

To adapt to all these changes, businesses have adopted new solutions. For business video, apps and services have emerged to film and edit professional videos quickly and easily. For instance, Kannelle lets employees create videos in 15 minutes on their smartphone. 

Business video as a key communication medium 

Video is an effective communication tool

According to one study, the brain processes visual content 60,000 times faster than text. In our increasingly digital society, it is therefore necessary to adapt and master this means of communication. Not only does it let businesses reach their employees, but it also strengthens and simplifies the exchange of information with customers. 

Let’s take a simple example
You want to share your company’s very positive results at the end of the year. Traditionally, you send the key figures in a long email to your employees, or you publish this as an article. Level of engagement and retention? Zero. On the contrary, if you share a dynamic 1-minute video that summarises this financial information, you’ll get everyone’s attention. Bingo!

Communicate with engaging content

Business video is a great way to share information in a dynamic way and encourage action from your audience (employees, customers, etc.). Your audience can react to the videos posted, share them, and feel connected to the company. 

Developing trust

It is also an excellent way to get closer to your customers. Indeed, by communicating your values and activities, video lets you create a relationship of trust with Internet users. Your customers can learn about your company’s culture, watch behind-the-scenes videos, and even catch up on the latest company news. The same goes for new recruits.

Video as a marketing tool to engage and sell

Business video as a marketing strategy tool

In 2019, 87% of companies used video as a marketing tool. And indeed, there’s a good reason for this: video can boost your SEO. Video gives you 50 times the chance of appearing on Google compared to a single page, allowing you to capture traffic interested in your products and services.

Increase your visibility on social networks

Video, when circulated on social networks, can be very effective even when the sound is muted. According to a study, more than 85% of videos watched on social media are watched without sound. This shows the effectiveness of this means of communication and its growing importance. Psst, and remember to include subtitles in your interviews.

Business video to boost e-commerce sales

Being visible on search engines and social networks is great, but what does it do in the long run? Videos improve e-commerce sales: brand videos that explain your values, videos about your logistics that inspire consumer trust, and product videos of course. In addition, customer review videos, tutorials and demonstrations are perceived as more authentic than traditional marketing campaigns. In short, business videos not only create visibility and awareness but it can also boost sales. 

Creating a business video in 5 steps

Business video refers to any type of video that lets you promote your company and promote your activity. It is an excellent way to boost your company’s communications, to gain credibility, to establish a strong identity and to develop a relationship of trust with your customers and employees. 

This format can be difficult to adopt in companies because of its requirements. Indeed, a business video directly reflects the brand image, which is why large companies are reluctant to internalise its production: the resulting video must be of good quality and follow all brand guidelines. 

But there are advantages to making a business video in-house: it’s cheaper to produce, it looks more authentic and it appeals to consumers. And it’s not so hard to make with the right tools, like Kannelle. We explain how to get started on your own in just 5 steps.

1. Define clear objectives

There are many applications for business video. It is often used both for internal and external communications. In the first case, businesses address their employees and in the second case a much wider audience. 

Ask yourself the following questions: What is your goal? Do you want to present your company on social networks? Do you want to showcase your business? Or do you want to build customer loyalty? Once you have decided, you can move on to the scripting stage. 

2. Scripting to prepare your video

This very important step saves you time on the filming and editing part. You will be able to decide what you are going to film and the people you will need in front of, or behind the camera. If you decide to use interviews with collaborators, for example, decide on the topics to be covered, prepare a list of questions and don’t forget to share them with them well in advance so that they can prepare and rehearse.

3. Filming, an important step for a professional rendering

You don’t have professional equipment to film? Don’t panic! Use your smartphone, a tool that is already close to you, for an equally professional result. 

In order to make the most professional business video possible, pay particular attention to your décor: it should be tidy and not distract from the main subject of the video. Filming in front of a white wall, for example, can be a good solution, but it all depends on the type of business video you choose to make. 

Once you have chosen your setting, shoot in daylight if you don’t have lighting equipment. This will make the video more professional and more beautiful. Another important detail: sound! Try to film in a quiet place to get the best possible sound quality. A small microphone goes a long way.

A final tip for capturing your business video is to use short sequences. Talk only about the essentials and use dynamic shots to capture the audience’s attention.

4. Editing, to bring your video to life 

Often feared because it requires skills with complex software, editing is a crucial step that will bring together the footage you just filmed. With Kannelle, editing is automated with your company’s colours, logo and font. Choose the order in which you are going to organise your rushes, add music, text, subtitles, all in accordance with your visual identity, and that’s it!

5. Sharing to show your final creation 

Once your video is ready, it’s time to share it! You can share with employees through a newsletter, the company intranet or Slack. These are just some examples of platforms to share the video internally.

And to share on a larger scale, push your video on your website and on your social networks in order to reach potential customers as well as future candidates. 

Examples and scenarios to make a perfect business video 

Types of business videos

Let’s give you some ideas to get you started on your next business video.

The video of the President’s greetings is a classic. The new year is the opportunity for the president, the CEO or any senior manager to express himself or herself quickly and to spread the vision and their message with all teams.

The business culture video informs about the business’s values and beliefs. If your company has a strong identity, a certain philosophy and unique values, show them! An informative video will attract not only customers but also potential future candidates.

The employee portrait video, produced in a short and dynamic format, lets a coworker express himself, to share his point of view and his feelings about the company. It gives the company a more humane touch and an authentic feel. And it highlights your talents and their profiles. 

The customer testimonial video gives one of your customers the opportunity to share their experience. This video, once posted on your social networks or website, will bring credibility and enhance your company’s reputation. 

A behind-the-scenes video is a great way to highlight what makes your company different from its competitors. It shows how your company works, its culture in a less scripted and more natural format.

The “key figures” video can be shared both internally and externally. It’s a great format which is more pleasant to watch and much more dynamic than a spreadsheet or even a long presentation or infographic.

The best Kannelle scenarios for a great business video 

Thanks to Kannelle, you will never run out of ideas: choose from a library of already prepared scenarios. All you have to do is choose and personalise it! So, let’s share 3 ideas of business video scenarios, straight out of our app.

Video template for Customer testimonials

Customer Review

This scenario highlights feedback from a customer that will reflect positively on your company. 

Video Template "In the shoes of..."

In the shoes of…


This scenario features an employee and gives him or her the opportunity to introduce themselves.

Coffee break business video template

Coffee break


In this scenario, the employee can present their job in a more relaxed format.

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