• Pablo Peña

Corporate video communication


Corporate video communications

Corporate video plays a key role in many organizations' communications with their employees, customers, shareholders, stakeholders.


Corporate video is a term that refers not only to video content produced by a commercial organization, but also to content created by any nonprofit institution or official agency.


Here is the first of a series of articles in which we will attempt to give you a concise review of the different types of corporate videos that exist, how they are produced and how they are used. We will also share some ideas that may be handy when planning the different kinds of video, you wish to produce. Especially if you are the person in your organization that has been assigned the task of dealing with video production


The first kind of video that we are going to review is the training or instructional video program.


Training video

Video can be used practically in any type of teaching situation. Video can be used as the main vehicle by which the instruction is given. It can also be used as supporting material to assist the teacher, instructor or trainer who presents the content. Video can be used to teach a large group or it can be used by an individual on his own. It may include a printed workbook with exercises and drills to reinforce the acquisition of the new knowledge or skills. It may come with some self-assessment tests.


Many organizations appreciate the benefits training by video can bring. It is used to teach different kinds of skills. But before you start shooting and editing it would be wise to pause for a moment to reflect on your idea.

  • The first step towards the production of a training video is the awareness that there is a well-defined need for this specific type of video for your situation. Is the video program going to be used as support material or as the main vehicle for instruction? Are there any suitable training materials already available?

Storyboard of a corporate video produced by SmartCuts
  • After making the decision to produce a training video the first step should be to write a rough, comprehensive plan. Outline the contents and the basic structure. At SmartCuts we use the online platform called Boords to storyboard projects with clients, but you don’t have to pay for such a sophisticated tool. As free, convenient alternative, we recommend using Google Docs, with a layout something like we used to use before moving to Boords. A storyboard is a sequence of sketches of the different shots or visual elements of the video with notes about the sound content for each shot or

  • you can produce a shooting script. The script is the detailed written description of the different shots as well as all the necessary information about what will be in the sound.

Whatever method you finally use, stick to these guidelines:

  • Do not overload the content of the video with too much information. Think about the ability of the audience watching the instructional video to absorb all of the information you give them. You will not be there to clarify any doubts or answer any questions. Help the audience avoid any confusion.

  • Give your training video a clear structure. Always indicate the objective of each section and give clear instructions on what to do.

  • Follow a clear logical sequence for each section. By doing this you will avoid confusing the audience.

  • Choose carefully what images you want to include. The visual elements play a central role. Add narration to support what is being shown on the screen.

  • Video is used especially when you have to show some sort of movement. You can produce this motion either by the subject moving or by moving the camera or using a different camera angle during the shooting or in the editing stage.

  • The visuals have to be straight forward and simple. Do not use any aesthetic or 'fancy' shots. Focus the attention of the viewer on the content.

  • The shots should follow one another in logical order. For example, if your video shows a scene of a machine at work plus an illustration of this object, show them as closely as possible so that the audience can a establish a relationship between the illustration to the object being shown.

We hope this information will be of value to you.


If you need help with the production of training and instructional videos, please do not hesitate to contact us. At SmartCuts we have many years of experience helping organizations produce high quality video. We provide the full range of video production services.


You can reach us at: reach-out@smartcuts.ch

Or by phone: +41 021 211 7071 to get in contact with our Lausanne office team. 022 555 3495 for service in Geneva.

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