Corporate videos have long been a staple of business communication. From internal training modules to grand, sweeping brand anthems, they are the go-to medium for companies looking to convey a message. Yet, many of them miss the mark. They are often polished to a high sheen, packed with corporate jargon, and featuring executives in stiff suits speaking in monotone voices. The result? A video that feels distant, impersonal, and, ultimately, unrelatable.
As viewers, we are inundated with content daily. We scroll through authentic, user-generated videos on TikTok, watch our favorite creators on YouTube, and connect with friends through Instagram Stories. In this environment, a video that feels overly produced and inauthentic sticks out—and not in a good way. The challenge for businesses is to break free from the traditional corporate video mold and create content that genuinely connects with its intended audience.
This post will explore why so many corporate videos fail to be relatable and what companies can do to change that. We will examine the power of authenticity, the importance of storytelling, and the practical steps you can take to produce videos that not only inform but also inspire and engage. By shifting the focus from corporate messaging to human connection, you can transform your videos from forgettable content into powerful communication tools.
The Problem with Traditional Corporate Videos
For decades, the formula for a corporate video has been fairly consistent: showcase the impressive office, feature a senior leader speaking directly to the camera, and sprinkle in some stock footage of smiling, diverse employees. While the intention is to project an image of success, stability, and professionalism, the outcome is often a piece of content that feels generic and detached from reality.
The Overemphasis on Polish
One of the biggest culprits is the obsession with perfection. Every shot is perfectly lit, every line is scripted and delivered flawlessly, and every graphic is animated with precision. This high level of production value can certainly look impressive, but it often strips the video of any genuine human element. When everything is perfect, nothing feels real.
Think about the content that resonates most on social media. It’s often raw, unscripted, and imperfect. A shaky camera, a stumbled word, or a genuine laugh can make a video feel more authentic and trustworthy. In contrast, the sterile environment of many corporate videos creates a barrier between the company and the viewer. It communicates a message of formality and distance, rather than one of openness and connection.
The Curse of Corporate Jargon
Another common pitfall is the language used. Corporate-speak is a dialect that few outside the boardroom understand or appreciate. Phrases like “synergizing our core competencies,” “leveraging disruptive innovation,” and “optimizing our value proposition” are meaningless to most people. They are buzzwords that serve to alienate rather than communicate.
When a CEO uses this kind of language in a video, it makes them seem out of touch. Instead of coming across as an expert leader, they sound like a walking, talking press release. To build a connection, the language needs to be simple, clear, and human. Speak to your audience in the same way you would speak to a friend or colleague in a casual conversation. This approach fosters understanding and makes the message more accessible and memorable.
A Lack of Authentic Storytelling
At its core, a good video from DMP tells a story. However, many corporate videos are structured more like presentations. They list features, state facts, and deliver top-down messages without weaving them into a compelling narrative. People are hardwired to respond to stories. A well-told story can evoke emotion, build empathy, and make complex information easier to digest.
Instead of just stating that your company values innovation, tell the story of an employee who came up with a groundbreaking idea. Instead of just listing your company’s sustainability initiatives, show the real-world impact of those efforts on a community. By focusing on stories, you can transform abstract corporate values into tangible, relatable experiences.
How to Create Relatable Corporate Videos
Making your corporate videos more relatable doesn’t mean you have to sacrifice professionalism or abandon your strategic goals. It’s about finding a balance between polish and authenticity, and shifting the focus from self-promotion to genuine communication. Here are some practical ways to achieve this.
Feature Real People, Not Just Executives
While it’s important for leadership to be visible, they shouldn’t be the only faces of your company. Your employees are your greatest asset and your most authentic storytellers. Featuring a diverse range of employees—from frontline workers to mid-level managers—can provide a much more holistic and relatable view of your organization.
Let them share their experiences in their own words. Unscripted interviews or “day in the life” videos can offer a genuine glimpse into your company culture. This not only makes for more engaging content but also empowers your employees and shows that their contributions are valued. When a potential customer or new hire sees real employees speaking passionately about their work, it builds a level of trust that a scripted message from a CEO simply cannot match.
Embrace Imperfection
Allow for some spontaneity and imperfection in your videos. This could mean leaving in a small blooper, using handheld camera work for a more dynamic feel, or capturing candid moments between employees. These small touches of reality can make your video feel less staged and more human.
Consider user-generated content (UGC) as well. Asking employees to submit their own short video clips can result in a wealth of authentic, relatable footage. A montage of phone-shot videos from employees around the world can be far more powerful than a single, highly produced corporate shoot. It demonstrates a culture of trust and transparency.
Tell Human-Centric Stories
Every business has stories to tell. The key is to find the human element within those stories. Instead of focusing on products or services, focus on the people who benefit from them. Customer testimonials are a classic example of this, but you can take it a step further.
- Customer Success Stories: Go beyond a simple testimonial. Show how your product or service has genuinely changed a customer’s life or business. Film them in their own environment and let them tell their story in their own words.
- Employee Spotlights: Highlight the personal journeys of your employees. What are their passions outside of work? What challenges have they overcome? Humanizing your team makes your entire organization more relatable.
- Behind-the-Scenes Content: Show the process, not just the final product. A video that details the hard work, collaboration, and occasional setbacks that go into creating something new can be incredibly compelling. It reveals the dedication and passion of your team.
Use Plain Language
Ditch the corporate jargon and speak in a clear, conversational tone. Before you start filming, ask yourself: “Would I talk this way to a friend?” If the answer is no, rewrite the script. Use simple words and short sentences. Read your script aloud to check for flow and naturalness.
The goal is to communicate, not to impress people with your vocabulary. A message delivered in simple, direct language is far more likely to be understood, remembered, and shared. This is especially true for internal communications, where clarity is essential for alignment and engagement.
Choose the Right Format for Your Audience
Not all videos need to be high-budget productions. The right format depends on your message, your audience, and the platform where the video will be shared.
- Live Video: Platforms like LinkedIn Live or Instagram Live are perfect for Q&A sessions, AMA (Ask Me Anything) with executives, or live event coverage. The unscripted nature of live video feels inherently authentic.
- Short-Form Vertical Video: For platforms like TikTok and Instagram Reels, short, snappy, and often trend-based content performs best. This is a great format for quick tips, behind-the-scenes glimpses, or fun employee challenges.
- Documentary-Style Videos: For longer-form storytelling, a documentary approach can be very effective. This allows you to dive deep into a topic, explore multiple perspectives, and create a rich, emotionally resonant narrative.
A Future Built on Connection
The landscape of video content is constantly changing, but the human need for connection remains constant. Corporate videos that fail to acknowledge this will continue to fall flat. The ones that succeed will be those that prioritize authenticity, empathy, and genuine storytelling.
Creating relatable corporate videos is not about lowering your standards; it’s about redefining them. It’s about understanding that trust is built through transparency, and connection is forged through shared human experience. By shifting your mindset and embracing a more authentic approach, you can create videos that not only capture attention but also capture hearts and minds, building a stronger, more meaningful relationship with your audience.
