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Decide which level of engagement your film is working at
For your viewer to engage with your company film or video it must be pitched at a relevant level of interest and emotional need.

We're often asked "What is the optimum length of a company film?" The short answer is that there isn't an answer that can be generalised. It depends upon where your viewer is in the marketing cycle in respect to your product and the required level of engagement.

1/ Hello, this is what we do
If your viewer is not actively seeking your service it's probably better to have a very short awareness video of maybe 15/60 seconds. In that time you can say "We're here, this is what we offer."

Typically these short splashes are how social media posts and higher-end TV adverts aim to attract attention. They are trailers or teasers containing very limited information. Their purpose is to plant seeds for thought, reinforce market position or stimulate aspirations.

A realistic objective might be that the viewer will watch. They may then bury it in their long term memory. It may or may not ever be recalled again. Content isn't especially critical. Smaller businesses might consider a videographer, for economy, rather than a corporate video or film production company (here's the difference). Currently there is a trend to DIY in an attempt to save money. Think carefully, as there is always a hidden cost (in time) and they rarely do justice to a professional corporate image. Having no budget means micro businesses probably have no choice.

2/ This could be of interest to you
If, on the other hand, your viewer has a potential interest in your topic hoping it could be beneficial to them, he or she will watch something a bit longer. Your viewer will want to learn something useful to satisfy his or her thirst for clarity or reassurance that your product or service warrants the time he or she is investing. In our experience that's maybe 2/4 minutes and is typically linked to a resource that the viewer is already connecting with such as searching a range of websites or comparing blog reviews on the topic.

At this point content and how it is presented becomes far more critical. The average videographer is unlikely to possess all the required skills and range of resources. A production company that properly understands marketing and selling techniques and has more resources becomes a better choice.

3/ We've got the solution you're looking for
If your viewer is approaching buying mode, particularly if the spend is likely to be significant, the duration could be as long as 6/10 minutes or even more. He or she will want a lot more than the first option described and probably more than the second. He or she will want know that you thoroughly understand the prospect's issue(s) and have a specific remedy.

Situations are definitely not going to be those described in option No.1 above. They could typically be during a sales presentation or product demonstration. Since the prospect is close to a decision the potential for the sale is there to be lost! The calibre of the production is extremely critical so the right production company to help you clinch the deal is a wise and necessary investment.

For relatively uncomplicated product demo's this can be sufficient to buy there and then, whilst for complex purchases it's more realistic to expect your film to steer prospects towards making contact for a closer and personal stage of the buying process.

Decide which level your film is working at
You need to be realistic. Your film is unlikely to cover all three marketing criteria to all three levels of prospects. You must decide at what stage of the cycle your prospect is. 1/ Hello this is what we do, 2/ This could be of interest to you, or 3/ We've got the solution you're looking for.

A specialist corporate film production company that also has highly tuned marketing and sales skills will be able to create the right style of storyline, storyboard and script that engages your viewer at their relevant level of interest and emotional need, ensuring it delivers on your objectives.


Our name says it all. We are experts at creating corporate films for marketing,
sales, PR and corporate events. Why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
Call or email for an informal chat.

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