The Tool Desk
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How do I tell my company’s story in a video?
Make the story specific enough to matter to the viewer. Instead of listing broad claims such as “we’re innovative” or “we put customers first,” show a real problem, who encounters it, and how your company helps address it. The company’s role should emerge from the example rather than overwhelm it.
- Name the audience. Be precise about who the video is for and what they already know.
- Choose one intended response. Decide what viewers should understand, consider, or do after watching.
- Find a concrete story. Use a customer challenge, product use case, employee perspective, or educational question that supports that response.
- Shape the message for the format. Keep only the context and details viewers need for the chosen channel and action.
“Frame-by-frame excellence” is best treated as an editorial goal: every scene should earn its place. Cinematic polish or a larger production budget is not, by itself, evidence of stronger business results.
Which corporate video format fits the goal?
Choose the format based on the audience’s need, the message’s complexity, the action you want, and where the video will appear. Wistia’s 2026 State of Video report says educational videos, product videos, social videos, and webinars were the leading formats companies created in 2025, and teams planned to keep investing in them in 2026. Its findings describe reported company activity, not a rule that every organization should use the same mix.
#1 Best Overall
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| Format | Useful when | Plan for |
|---|---|---|
| Educational video | Viewers need to understand a topic, process, or answer. | A focused question and an explanation suited to the viewer’s starting knowledge. |
| Product video | People need to see how a product or feature works. | A concrete use case rather than a list of unsupported claims. |
| Social cut | You need a short, channel-specific piece that earns attention or directs viewers elsewhere. | A strong opening, platform-appropriate framing, and captions. |
| Webinar | The subject benefits from a longer presentation, demonstration, or discussion. | A run of show and a plan to reuse the recording or create shorter clips. |
| Customer testimonial | A prospective customer needs to hear how another customer experienced a problem and its solution. | A credible, specific account and clear permission for the intended uses. |
Customer testimonial video plans in Wistia’s reporting increased from 17% in 2023 to 47% in 2026. Those are Wistia-reported figures, not proof that testimonials outperform other formats.
Should we produce the video in-house or hire a production company?
Both approaches are common, and a project can combine them—for example, an internal team can shape the message while a freelancer handles filming or editing. Wistia’s 2026 report says most companies make videos in-house and around a quarter also outsource video creation to freelancers or agencies. The report describes both approaches as growing; it does not establish which is right for a particular company.
Rank #2
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| Consideration | In-house may fit when… | Freelancer or agency may fit when… |
|---|---|---|
| Staff time | People can take on planning, recording, editing, approvals, and publishing without disrupting other priorities. | The team lacks time or needs to meet a fixed production schedule. |
| Skills and complexity | The project is straightforward and staff have the needed scripting, recording, and editing skills. | The project calls for specialist crew, advanced production, or expertise the team does not have. |
| Scale and repeatability | You expect recurring videos and can build a sustainable workflow. | The work is a one-off, unusually large, or requires several deliverables at once. |
| Control and collaboration | Close day-to-day control and quick internal review are priorities. | An external perspective or dedicated production management would help. |
| Total cost and rights | You can account for staff time, equipment or software, revisions, and usage rights. | You can agree on scope, fees, revision limits, deliverables, and rights in advance. |
Compare the full scope rather than a headline quote: scripting, preproduction, filming, editing, versions, captions, revisions, licensing, and delivery can change the total effort and cost. Wistia reports that almost 40% of companies spent under $5,000 producing videos in 2025, but that survey figure is not a quote, budget recommendation, or guarantee of what a project will cost.
What should be planned before filming?
Production is only one part of the work. Decide where the video will live and how people will encounter it before choosing shots or recording. Wistia’s 2026 findings say 81% of surveyed teams shared videos on LinkedIn and 76% on YouTube; these are platform-reported survey results, not audience reach guarantees.
Rank #3
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- Destination: Identify the page, social channel, webinar platform, or other place where the video will be published. If it supports a webpage, decide where it will sit; Wistia notes that placement on a page can affect whether visitors play a video.
- Versions and framing: Decide whether you need landscape, vertical, or square edits. Wistia reports that 76% of teams adjust aspect ratio for the platform.
- Captions and accessibility: Make captions part of the workflow, check their accuracy, and ensure key information is not conveyed only through sound or visuals. Wistia reports that 90% of surveyed teams take steps to make videos accessible, with captions the most common starting point. Applicable legal duties depend on jurisdiction and publishing context; verify requirements for your situation.
- Reuse: If you are recording a webinar or making social content, plan useful cutdowns and replay distribution while the original is being produced. Wistia reports broad reuse of webinar recordings and social clips.
- Approvals and permissions: Establish who approves the script and final edit, and secure appropriate permissions for people, customer stories, locations, and any third-party material.
How should we evaluate whether the video worked?
Choose measures that match the response you wanted, and define them before publishing. Wistia lists view counts, conversion assists, and social engagement among common video success measures. They answer different questions, so a view count alone should not stand in for business impact.
| What you want to learn | Possible measure | How to interpret it |
|---|---|---|
| Did people start watching? | Views or play rate | Useful for reach and initial interest; page placement and presentation can influence whether visitors play. |
| Did the video hold attention? | Watch and engagement signals | Look for where viewers stay, interact, or leave, and compare with the video’s purpose and distribution context. |
| Did it support a business response? | Conversion assists or another agreed action | Assess the video alongside the path to the action; an assist is not necessarily proof that the video caused the conversion. |
| Did it prompt social response? | Social engagement | Interpret activity in the context of the channel and the intended audience. |
Wistia’s 2026 State of Video report surveyed more than 900 professionals and analyzed over 13 million videos and 79 million hours of viewing data. Its percentages and usage findings describe Wistia’s survey respondents and hosted-video data; they are not universal population estimates or causal evidence that production style or spending improves outcomes. Read the report at Wistia’s 2026 State of Video report.
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