Traditional corporate videos are obsolete.
Voiceovers, generic images, and empty phrases do not generate action.
1. The new corporate video
In 2025, effective corporate videos are short, direct, emotionally aligned, and show real people with real messages.
2. What it should contain
Clear mission statement in simple language
Team and behind-the-scenes showcase
Real-life cases or practical impact
Aesthetics aligned with current branding
Functional call to action
3. What to avoid
Vague phrases such as “excellence is our commitment”
Visual clichés (handshakes, obvious stock images)
Length exceeding 2 minutes without clear segmentation
4. Practical example
A software company redesigned its institutional video, focusing on the real impact of the tool on Portuguese SMEs. CTR in campaigns increased from 0.8% to 2.4%.
Conclusion
Institutional videos remain relevant if they are restructured with a strategic focus. Otherwise, they are a waste of time and money.