Back in the 1970s and 1980s, the corporate video was a sign of success, and being included was a sign of prestige. These videos were completely scripted and highly staged, and the company representatives were stiff and smiling. The videos were sent out to re-assure customers of the company’s viability, to show off the company’s facility, or perhaps to strengthen brand. By the late 1980s, the big decision was whether to follow the tried-and-true respectable formulas, or whether to try an edgy, playful format being tried by a company called Apple.

Now, the corporate video is coming back with a vengeance, but the ground rules have changed. The creation of the videos can start with as little as a hand-held video camera. Distribution has been simplified, and YouTube is a definite consideration. But that’s just the technology. When it comes to scripting, branding, and other messaging-related aspects, sound communication principles are still important to make sure that the video is effective.

Todd O’Neill knows all too well the good, the bad, and the ugly sides of corporate video production. He understands how video, whether it be for instruction, persuasion, or entertainment, can be of benefit to organizations and particularly to their users.

He shares his insights and outrages on his DoingMedia blog, meant for the “intentional, accidental, occasional and future media producer.” O’Neill also presents Who Put the Video in My Content? ...Or How to Become a Video and Rich Media Superhero at Web Content 2009 Chicago.