By Thamyris Barbosa

An institutional video can serve many purposes. It is an important ally in presenting your company to new employees or even to new clients (B2B or B2C). It can also be an excellent tool when promoting a new brand positioning or new products.

Even if you hire a company to produce this material, there are a series of basic directions which your company should give the producers in order to get a good end result. For this reason, it is important to have a clear vision of whom your company wishes to reach. To help you on this mission, we selected three important tips for directing your next video.

Define your target audience

Every institutional video is essentially a marketing tool made to give visibility to your company or announce news to a specific audience. However, your message can become less effective in case your target audience is not clearly defined.  This will define the rest of the process and guide matters such as language, messages, tone of voice and even length of the video. Hence, before thinking about the content of the material, carefully choose the people whom you wish to reach with your message.

Be sentimental

Professionals who are specialised in marketing understand what an important role emotions play when selling a product. Even though most people consider themselves completely rational when making purchasing decisions, several studies prove the opposite. The truth is that the vast majority of decisions – if not all – are guided by emotions. Take advantage of this. Tell a story in a moving and motivating manner, without exaggerating. This way, your message will establish a emotional connection with the person who is watching.

Don’t speak – show

A video is the perfect tool for showing how your products or services can help improve people’s quality of life. Do not only stick to citing a bunch of facts and statistics. Avoid detailed explanations about how processes work. Simply show it instead. Use the resource to demonstrate the intangible benefits that are difficult to explain with words.

These tips will certainly facilitate the production of your institutional video and will contribute to making it as assertive as possible. Good communication depends on strategy. The better planned the actions are, the more assertive they will be and the better results they will bring to your company.

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By João Andrade

You already learned here that having a video presentation of your company can help your business a lot. Apart from connecting with the audience, a video on your site can favour the page on search engine sites such as, for example, Google. However, simply making the video is not enough. Its message needs to be aligned with what the company preaches and what it offers.

Before producing the video, it is important to make a plan for what you are aiming to achieve, what and with whom the video will communicate. This will help with the creation of the content, as well as with the choice of tone to be used and in generating the value which you are hoping to add for those watching.

Remember that every public has a profile – and every profile, a specific approach. Try to find out which are the doubts and questions which linger in the minds of your audience. You can line up topics with the most important information that you wish to communicate and, then, decide which format the video will have – a webinar, a video class, client testimonies, interviews, motivational video etc.

After this, it is time to decide who will produce the content. To make the right choice, you need to know what level of quality that the material requires and the budget that you have at your disposal to produce it. It can be someone from the organisation itself producing it, as well as an outsourced producer. Before initiating the production, have a script of the content ready and let  someone whom you trust have a look at it to give a second opinion.

Last but not least, you need to choose where the video will be hosted from now on. Apart from making the upload of the video to streaming sites such as YouTube, Vimeo and Daily Motion, it should also have a reserved space on your site. Don’t forget to put a link to the company page in the description of the video. This helps the SEO.



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By Gabriel Pedreschi

The current dynamism of the world makes companies look for innovations and great differentials to stay strong on the market. However, after an implemented change, how will the external public receive this information and become aware of the new steps taken? How will they even notice the work that is being done?

Considering this, one of the strategies used are institutional videos, which are shown on the company websites and on streaming sites, such as YouTube, making possible a greater reach among the external public.

But make no mistake – an institutional video is not simply made up of a person speaking, explaining the change or planned objective for that agency or client without investing much work or dedication in order to reach the best end result.

Aiming for better communication and for capturing the attention of the viewer, the video should contain certain characteristics in order to transmit its core message and cause a positive impact, such as, for example:

  • Objectivity
  • Video with, maximum, three minutes duration
  • Camera filming horizontally
  • A script that is being followed and which keeps the audience focused
  • Editing
  • Clear speech and a balanced soundtrack
  • Images and/or photos of what will be announced

To reach the expected success for your institutional video and to be able to follow the steps with certainty, a communications agency could be the best option for executing the production, from the target audience research to the final editing, managing the work that will be executed in the search for spreading of the video and for an audience.


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