How to make corporate videos engaging, bold, less boring, and get noticed

Corporate video is having a moment.

But let’s be honest: most brands are still stuck producing videos that feel like they were approved by a committee of robots.

As Tony Gnau, an Emmy award-winning storyteller and founder of T60 Health, shared with me on Strategy Talks:

“Video doesn’t have to be flashy to be powerful. It just can’t be boring.”

If you're still clinging to a script that opens with a drone shot and ends with a talking head at a desk, it's time to shake things up.

In this episode, Tony and I dug into the emotional power of storytelling, the real impact of healthcare videos (including one that literally saved his life), and how brands can ditch the dull and show up with video content that connects.

Here is what I learned.

Why emotion, not metrics, should drive your video strategy

When you hear 'emotional storytelling,' your mind might jump to heart-tugging scenes or belly laughs.

And yes, if you can pull off a tearjerker or something hilarious? Go for it. But most corporate videos aren’t aiming for tears.

Tony put it like this:

“It doesn’t need to be big emotions like laughter or crying. Even small emotions—feeling good about your company or confident in your product—are powerful.”

The key is to make people feel something. Whether it’s trust, inspiration, or simply a sense of reassurance, those emotional connections beat stats and specs every time.

A healthcare video saved his life—literally

This part of the episode hit me hard, and if you're on the fence about the real impact of video, pay attention.

In May 2024, while vacationing in the Netherlands, Tony had a heart attack. But because he remembered a video he saw at Content Marketing World by the American Heart Association, he recognized jaw pain as a warning sign, and got help in time.

“Had I not seen that video, there is no way I would’ve gone to the hospital. I just would've gone to bed and hoped to feel better in the morning. And I probably wouldn’t be here right now,” Tony shared.

As someone who also saw that same video, shared at a conference by our mutual friend, I remember it vividly. The video’s call-to-action was “pass it on”… and it did.

From Content Marketing World to Suriname to me… and with Tony to the Netherlands. That’s the kind of impact engaging corporate video can have.

How to make corporate videos engaging with culture, whimsy, and trust

Let’s talk about tone. Not every company should make jokes or go full Star Wars mode (Tony’s done that too), but every company can tell real stories.

“You need to understand your culture first,” 

Tony explained.If your brand is buttoned-up, that’s okay, lean into it.

Show how polished and professional you are. But if your office vibe is loose and fun? Let that shine.

“People want to do business with people they know and trust,” he added. "And trust comes from showing who you are, not just what you sell."

Here are some ways to show, not tell:

• Share stories from team members (not just execs).

• Show behind-the-scenes clips.

• Feature people who love what they do.

One of Tony’s most powerful videos featured… a hospital custodian.

“She talked about how what she does is patient care. That she sees her job, cleaning rooms, as a part of healing. And it was emotional. You could just feel how much she cared.”

That’s what corporate video can do. Not just tell values but show them.

Getting past approvals and making bold video decisions

Yes, compliance. Yes, legal. Yes, the person from accounting who suddenly has opinions. Welcome to corporate video.

So how do you keep the creative edge while still getting buy-in?

Tony had a smart strategy:

"Most people just want to be heard. So I listen. And if I don’t use their idea, I explain why. But if it won’t hurt the video? I’ll put it in.”

He also suggests starting with what competitors are doing—either as motivation to catch up or to leap ahead. And here’s my own take:

“Doing what your competition does might help you catch up. But if you want to get noticed? You need to do it better.”

So yes, navigate the approvals. But don’t lose the spark.

Start with these types of videos if you're new to corporate storytelling

No budget? Start small.

“Just shoot a 15-second Reel on your phone,” 

Tony said. You don’t need fancy gear to create awareness-stage content. Showcase your team. Answer an FAQ. Give a quick tip.

Have a little budget? Invest in a professional About Us video. It’s the Swiss army knife of brand video.

You can use it:

• On your homepage

• At conferences

• In sales emails

• On social platforms

It’s your story. Told with intention. And done right, it can do some heavy lifting across the funnel.

Supporting internal creators and user-generated content

Let’s not ignore your employees, or even your fans, who are creating content. Tony encourages companies to “foster that creativity” and “give guidance, not gag orders.”

A

nd if you’re nervous? Remember: You don’t have to post it. But if someone loves your brand enough to create content, that’s a gift. Start a conversation. Collaborate. And remember: social media authenticity often trumps perfection.

So, what now?

Corporate video doesn’t have to be long. It doesn’t have to be expensive. And it certainly doesn’t have to be boring.

Start where you are. Show who you are. Use emotion, big or small. And remember: you’re not selling the specs of a sink… you’re selling how it feels to walk into a fresh, updated kitchen.

That’s what people connect with.

10 Smart ChatGPT Prompts to Help You Create Engaging Corporate Videos

Want to brainstorm or generate your own video ideas with AI? Try these prompts:

• Write a 30-second script for an emotional brand story video.

• What are 5 creative video ideas for a healthcare company?

• How can I turn a team member spotlight into a social media video?

• Suggest video ideas for a company that’s launching a new product.

• What questions should I ask employees for an About Us video?

• Write a short video script highlighting our company values.

• How can I make a corporate video funny without being unprofessional?

• Give me examples of emotional storytelling for B2B videos.

• Rewrite this testimonial to sound more conversational (paste testimonial).

• Create a storyboard for a 60-second customer success video.