Video is a valuable addition to any organisation and a great way to get your message out to both old and new audiences.

Unfortunately all too often businesses make videos that suffer from lazy or bland construction. By paying attention to a few basic rules you can drastically improve their quality, so whether your video is about extreme sports or the chemistry of drying paint, there is no excuse not making them dynamic and compelling.

1) Choose your subject wisely

When making a corporate, head and shoulders video, don’t just cast the first person you meet coming down the hallway. It may seem rude, but sometimes a person just isn’t the right fit for a video, in appearance or mannerisms. The subject should speak clearly and concisely – remember, you need to hold the audience’s attention even if the subject is dry, and an engaging screen presence will go a long way towards that.

2) Take your time

You may, however, be limited to who can appear in your video, and your subject may be uncomfortable on camera. Remember that video gives you the freedom to try again and experiment. It can be tempting to rush through the production and do the whole thing in one take – especially if it is a presentation with a single speaker. But unlike live presentations video provides the opportunity to undo mistakes. If the speaker stumbles over words or pauses for longer than desired, take the time to go back and reshoot it.

It can be easy to overlook visuals and focus solely on content, but put a little thought into the background, clothes and makeup of the subject to make them stand out. A good looking video represents expertise and professionalism. You have the time and the resources – why not make the video the best it can possibly be?

3) Don’t forget to edit

Breaking the video down into sections will drastically improve it if it is a lengthy presentation, giving the audience a break between points or questions. Titles, chapters, and questions will make the viewing experience far more interesting than if the video was just a continuous monologue.

Cutting between different camera angles is another way to keep things interesting. Set up a second camera at a different angle and cut between the two to make the video more dynamic and compelling. Long takes can quickly get tiresome, and having footage to cut to will give you more freedom when editing to cover up mistakes or jumps if you decide to omit lines.

What do you think is the most important aspect of making a corporate video? Let us know your thoughts in the comments!