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Digital Marketing, News & Trends, Public Relations, Social Media - 1 March 2023

How to make a compelling video for your business

From influential filmmakers like Akira Kurosawa to the magical worlds of Disney, galaxies far, far away and the ever-expanding multiverse of superheroes, film has provided thought provoking, edge of your seat viewing since 1888. And ever since the epic tale of Gilgamesh was written on clay tablets, stories have entertained everyone of all ages.  

Although you may not have a big screen budget, storytelling is at the heart of making a compelling video for your business. Big glamorous shots and fancy editing tricks are fantastic but if there is no story, there is no context or depth to the film. 

Before you decide to tell your story, it’s best to choose how to present it. We recommend looking at the seven types of video your business should embrace in our recent blog post. 

Now that you know what type of video you would like to use to tell your story, how do you make it compelling? 


This stage is where all the building blocks are organised. The more planning, the better as you need to be prepared for every outcome. You can never be too ready when it comes to pre-production. Fail to prepare and you prepare to fail. 

Steps of pre-production include:  

  • Research – Gather as much information as you can on the subject. 
  • Defining your target audience – Understanding your audience will help you tailor your message and make it more relevant and relatable. 
  • Finalising the idea – This is when you agree the direction and style of the video. 
  • Budgeting – This goes hand in hand with finalising the idea as it allows you to know of any restrictions and limitations you may have. 
  • Scripting – Scripts can come in all different formats: traditional formats, paragraphs for an interviewee, a list of questions as a guideline to follow. 
  • Shot List – A chance to organise all the shots for the video in numerical order which you can use on the day as a checklist. 
  • Storyboarding – A visual representation of the shot list. No art skills needed; just ensure that the correct information is visible. 
  • Casting – There are many casting sites that can be used to find the right actor for your video.  
  • Location Scouting – This is important to help you find a location that really stands out in your video. 
  • Film Brief- This is where you pool all the information into one easy to read document that can be handed to anyone involved in the project. The document should include the time, date, location, contact details, project overview, equipment, personnel and assets required, and exporting format. 


It’s the day of filming. The room is full of equipment and wires, there are lights set up at different angles and a camera ready to shoot on the tripod. Production days can vary in length depending on the video itself.  

What can you do on the day that will help your video stand out? There are many ways to use the equipment in creative ways to help give your video a cinematic feel: 

  • Angles – Use your camera in creative ways. A different angle can be used as a visual aid to make someone look more important for example. If you have a two camera set up, you can use the second camera to cut around mistakes and make the interviewee seem flawless. 
  • Lighting – Lighting is usually overlooked but it is such a creative way to stand out. It’s best to experiment with lighting to find out what works for you as each video will have different variables depending on a person or location. A backlight to separate the subject from the background adds dimension to a video while a forelight can highlight the subject’s features. 
  • Movement – The camera doesn’t have to stay still during filming. Panning and tilts can be used in any shot and at any speed as long as it suits the video. Slow motion can emphasise details on large objects. 
  • Pull focus – A creative method often used in opening shots of videos, the shot starts out of focus, then you pull focus on the subject and bring the subject into clear focus.  
  • B-roll – B-roll can be your best friend! Shot separately, these can be used as cutaways to help emphasise the main points of the video while keeping the video entertaining. 


Now you have the footage, it’s time to edit. 

First, you organise your footage into a timeline. Here you can thread your story and add extras if needed, such as title cards, graphics, captions, text, and music. The process of editing can take even longer than the actual production day and may go through several drafts if clients require changes to get it just how they want.  

Now that the video is edited and completed, you can share your compelling video with your target audience. 

If your business could benefit from a compelling video, get in touch with our team today. 

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