Every corporate culture is different, but if yours is… shall we say on the tight side… you might want to loosen things up a bit when you start producing company videos.

The advantage of a tight, perfected corporate message is that it allows you complete control over the image you’re putting in front of the public. The disadvantage of a tight, perfected corporate message is that it sounds like you’re trying to keep complete control over the image you’re putting in front of the public.

Viewers these days are sophisticated. If you trot out a company video that sounds like the marketing department has crafted it and managers have polished it, your audience will likely pick up on that.

Maybe that’s no big deal to you, but it is for that audience. What it says to them is that this has been sanitized for their viewing.

Why should we watch something like that?

Ditch your pre-written script and let your team members speak their minds. What you give up in message control you get back in authenticity.

–Tony Gnau

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