Thursday, May 19, 2011

Fork in the Corporate Video Road

You spend years building a company.

You build a crackerjack team, a loyal following of customers and a solid reputation for having great products and services. Your company grows by leaps and bounds as cash fills its coffers. You wind up with a fistful of business awards and pictured on magazine covers.

And at some point in your company's history, there will be a need to capture the essence of this incredible success story in a corporate video.

Here are two ways a company can go.

Call it a fork in the corporate video road.

Study these two examples and decide which approach you prefer.

Video #1?


Video #2?

How do you rate the relative strengths of each video?

Is one more believable than the other?

Which one has more impact?

We really are interested in knowing how you feel about these two very different approaches in sharing a company's story through video.

If you could share your comments below, that would be great. If you would prefer to remain under the radar, you could send a confidential e-mail to

And it is your comments that will shape where this story goes next as we explore a deeper subject.

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart"


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Anonymous said...

First video - Boring, puts people to sleep, too many statistics, low quality, dry, did I mention boring?

Second video - Upbeat, high quality, energetic, doesn't spit out facts but instead, tells a story.

I think that biggest thing about video or blogging is the storytelling. People don't remember facts. I only got through 2:57 of the first video before I had to stop. And out of that, the only thing I remember is that his partner died. Can't recall anything else.

The second video, I remember much more, about what they do as a business and for the community, because of the way it was told.

I can't wait to make my own video for my business. It will certainly be a lot like the second video.

CrossFit Moncton

Marcel said...

I agree to the same as Kevin said, the first video was painful to watch. I wasn't able to finish it as I wasn't even listening anyways.

The 2nd video I enjoyed watching and I even went on the website to see what it was all about.

I think with the amount of information available to us we tend to more than ever skip over what doesn't get our interest fast, therefore if the first video had a really spectacular message at the end both Kevin and I missed it because we judged that the video was not worth our time watching it.

Gair Maxwell said...

Thanks for the observations guys ... an interesting pattern is starting to develop ... Hoping more people weigh in on this debate ...

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Timothy Eng said...

Both videos have their own exceptions; however, I think video #2 is more impressive than the other because it delivered all the message about the company in a shorter time lapse, plus the sound effect can produce excitement to viewers. I think it is important to make things short and concise in creating a corporate video as audience have a tendency to turn pages when they get bored with what they’re watching.

Timothy Eng

Pratiksha Jadhav said...

Great post. You know we all think about this very topic. This is very good use of corporate video to showcase the history of company. As the company grows in leaps & bounds there is always a need to capture the success story in corporate video. With such videos you can also promote your products & services.

Tommy Crowe said...

I must agree with Timothy. Usually, videos that have short timeframes seem rather comprehensible than the longer ones. Most of the viewers give their first five seconds of attention on what they are watching, so it is important to make that first five seconds enticing to keep the viewers' eyes on you. Failing to do so may actually push them to click on other channels.

Tommy Crowe

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