Blog / Guide
Corporate video: the mistakes that make it generic
A look at the most common mistakes that turn a corporate video into something that could belong to any company rather than yours — and how to avoid them during production.
Most corporate videos I see say the same thing: “We're industry leaders, committed to innovation and focused on people.” Those phrases mean nothing to anyone, and the video ends up as just another file on the server.
It isn't a budget problem. I've seen low-cost videos with a crystal-clear identity and €30,000 videos that look like templates. The problem lies in the decisions that are made — or not made — during production.
What makes a corporate video generic
There's a basic misconception: believing a corporate video is an exercise in corporate prestige. You hire a crew, rent a nice room, film the managing director talking about values and add some stirring library music. The result looks like a company video, but it isn't about any company in particular.
A generic video doesn't fool anyone. Viewers know within ten seconds whether they're watching something real or filler. And if it's filler, they scroll on and don't come back.
What gives a video its identity isn't the number of cameras or the size of the crew. It's a clear message, the choice of who appears and visual consistency. You can have all three on any budget.
How to do it well
Define the message before you think about shots
The most frequent mistake I see is turning up to the shoot without having decided what the company wants to communicate. Not the slogan, not the values from the code of conduct: the specific message that should stay with the viewer when the video ends. If you don't have that sentence, don't start filming.
Show real people doing real things
Employees with forced smiles staring at screens or at parts on a conveyor belt don't fool anyone. Viewers can tell a performance from a real moment. What works is filming someone explaining something they do every day, in their own environment, using the words they normally use. It takes skill to direct well, but the result is in a different league.
Set a visual direction with intent
Many corporate videos are shot without a defined visual approach: shots that all look alike, cuts with no rhythm, inconsistent color. A color palette, a framing style and a rule for camera movement already give it personality, even on a one-day shoot. You don't need an art director to have a visual point of view.
Common mistakes that make it generic
- Opening with the company logo and name: the viewer already knows where they are.
- Using trendy library music instead of a soundtrack that matches the brand's tone.
- Writing the script in corporate jargon instead of speaking the way your clients speak.
- Leaving out any specific visual element: your own premises, your real product, your actual team.
- Letting the video run four minutes when the message fits into ninety seconds.
- Not having a clear CTA at the end: what do you want the viewer to do after watching?
Frequently asked questions
What's the right length for a corporate video?
Between 90 seconds and 2 minutes for digital distribution. If the video is for an internal event or a long presentation, it can run 4 or 5 minutes, but every minute has to earn its place. Stretching the length to give the video more weight backfires: viewers drop off.
How many people should speak on camera?
The number doesn't matter. What matters is that whoever speaks has something specific to say and says it naturally. A single spokesperson with conviction is more effective than five people repeating variations of the same message. If you use several testimonials, make sure each one brings a different point of view.
Do you need a full script, or are talking points enough?
It depends on the spokesperson. Someone experienced in public speaking can work from talking points. For everyone else, a full script rehearsed for an hour beforehand gives far more consistent results than improvising. With a teleprompter, the script doesn't make people look stiff: it lets them keep eye contact with the camera.
How is a corporate video different from a brand video?
A corporate video explains who the company is: history, team, mission, values. A brand video works on emotion and visual identity. In practice they overlap, but their objectives are different. Many companies merge both into a single video and the result falls short on both counts.
If you're planning your company's corporate video and want it to have its own identity instead of looking like everyone else's, you can write to me through the contact page and I'll tell you whether it makes sense for us to work together.