TikTok and Facebook Reels make us laugh. The sillier the video, the better.  But when it comes to videos showcasing your business, you need to set a tone that matches your branding and corporate culture.  That doesn't mean it has to be dull.  It does mean choosing where you post thoughtfully. Naturally you'll want videos on your website.  But if you don't have a YouTube channel, you could be missing out on extra eyeballs that can help drive business.  A few things to remember if you are just getting started with business videos:

• Keep it short.  There is a tendency to want to jam everything in to a video.  People get bored easily so edit yourself.
• Be authentic.  You are not an actor. Speak in your natural voice. Now, if you have a voice that turns people off in the boardroom, you may want to work with a voice coach before cameras roll. 
• Your message shouldn't sound like a rehearsed speech, but more like a conversation. 
• If necessary, use a teleprompter.  There are inexpensive ways to do this on your PC, or you could hire a professional teleprompter operator with equipment.
• Think visuals (background, fonts, graphics, and even how to dress for the shoot).
• Story board before you roll.  You'll save time and money if you map out the shoot from start to finish. 
• Quality control.  If there are technical issues, people turn away.
• Diversity matters.  If you post videos that do not reflect a diverse team, there's a problem. And it's not just with your videos. It starts in your executive suite.  
• For small businesses and small budgets, an iPhone video will do the job.  But do yourself a favor and make sure your lighting is flattering and your camera positioning gives you a natural look. 
• Large corporations will opt for a professional crew and production.  Who wouldn't if your budget would permit?

It's no surprise that many people relate more to video than to copy alone.  It can  help your potential clients/customers see you as a real person who can be trusted with their time and money.  

If your business ever faces a major crisis that makes news, a video produced in-house may be just the answer.  Your CEO can control the messaging, at least for a time.  Sure, reporters will want interviews or a news conference, but they'll take your video if that's all you're offering at the time.  Controlling the message, does not mean a coverup.  That type of video message will do more harm than good with the public.  

An internal video for employees can be an important part of corporate communications.  In a large organization, personal interactions with the CEO can be few and far between for many employees.  But a videotaped message to employees may also be effective.  I'd recommend keeping it more casual than for external messaging.  A video could also be used to answer questions from employees.  But, even though the messaging is meant for internal consumption, it would not be unusual for it to find its way outside of your company.  In other words, every word matters.  The video shouldn't be something that will embarrass executives if it's leaked to the outside, or worse, have a negative impact on the company.

Consult Women Media Pros if you are considering a professionally-produced video.  Our team has produced countless videos and we work with some of the best videographers in the business.  We also include video production tips in our customized media training sessions.