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How to Make Impactful Videos

By Gordon Dutch

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At Re-Sauce, between us, we have made a LOT of videos. These range from a standard product video to in-depth case studies, awards entries, and corporate videos.

So one of the first areas you need to consider in any video is what you want to achieve out of the video. Why are you making the investment, and what outcomes are you looking to achieve? All pretty basic.

However, quite often, we find clients don't necessarily think about where and how their videos will be used or delivered.

If you are a B-C business, then you might want to consider Instagram, and so for sure, that would affect the length and way the video is created and edited.

If you are a B-B business, then is it to the end-user or to encourage more interaction via the channel? Are you using it to sell a specific product, in which case it's relatively easy to define key features, but what are the USPs that will resonate with whom you are trying to reach? In other words… Who is your audience, and what is going to switch them on?

When I ran Peerless-AV, we thought a lot about the installer and end-user. What was it around the product that floated their boat? Reliability, safety, speed of installation, speed of service, green credentials?

Creating a corporate video is very different from creating a product video, as you have to dial into all the reasons why people would want to buy from you. Of course, some might be the same USPs, but for sure, you will want to emphasise them in different ways.

Defining the look and feel of the video is critical; many corporate videos can come over as a little 'staid'. Therefore, in my experience, including some customer or staff testimonies can help provide a better ‘feeling’ and emotional attachment to the business.

At Re-Sauce, not only are we lucky enough to work with some super-talented VT people, but we also work a lot in animation, like our own stunning Re-Sauce Video.

So once you have worked with our team to discuss exactly what you are trying to achieve, we then work on scripting the video from start to finish. Taking the viewer on a journey, using dynamic visuals to pique their interest and hard-hitting graphics to keep the viewer engaged.

One issue we often see on videos is they are way too long… Viewers nowadays are quick to swipe up. If the video doesn't engage them, ensure you get your key messages in right at the front and keep it short and sweet!

Some basic guidelines we like to follow are as follows;


  1. Establish The General Purpose of Your Video.

  2. Keep Your Script Short and Sweet.

  3. Include a strong combination of Audio and Visual Elements.

  4. Have a clear Introduction and Conclusion.

  5. Appeal to Consumers' Emotions and pain points.

  6. Distribute Your Video Appropriately.


On Product Videos?

Video is a business-building power tool from creating awareness to converting prospects and retaining customers. In fact, video was the #1-way end-consumers discovered a brand they purchased, campaigns with video see 34% higher conversion rates, and 87% of marketers believe video has directly increased sales and that in B2B, Video will be the top investment for B2B brands in 2022. (Content Marketing Institute 2021 (Source:

So if you want to know more about making great videos, you know where we are

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Here’s what our Industry Colleagues say about us...

Peerless-AV would like to pay tribute to the incredible work Gordon and his team have done since 2009. It’s sales and brand awareness since we launched Peerless-AV EMEA in 2009 has been massive. Gordon’s strategic leadership and incredible work ethic, along with the dynamic leadership of a best-in-class team, which he assembled, has led Peerless-AV to the forefront of the AV businesses.

John Potts

Global President & CEO of Peerless-AV

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