The Ultimate Guide: Questions to Ask When Producing a Corporate Video or Customer Testimonial
Behind The Scenes of a Corporate Video
Great corporate video isn't born in the editing room; it’s won in pre-production. Whether you are an HR director looking to boost recruiting, a founder defining your brand, or a demand gen marketer building a sales enablement funnel, the success of your video hinges entirely on the questions you ask before the camera ever rolls.
A high-end corporate overview builds immediate trust and clarifies your market position. A compelling customer testimonial acts as undeniable social proof, shortening sales cycles and driving conversions. But without a rock-solid strategy, even the most beautiful 4K footage will fall flat.
At Image Media Lab, we’ve produced high-stakes corporate storytelling for companies across Dallas, Fort Worth, Plano, Frisco, and McKinney. We know that the difference between an average video and a high-converting asset comes down to preparation.
This is your definitive, agency-level guide. Bookmark it, share it with your marketing team, and use these question banks to extract the best possible narrative for your next corporate overview or customer testimonial.
Corporate Overview vs. Customer Testimonial: Understanding the Difference
Before diving into the questions, you must align your team on what exactly you are producing. Trying to make one video do both jobs usually results in a watered-down message.
The Corporate Overview (The "Who We Are" Video)
Primary Goal: Brand awareness, trust-building, and high-level positioning.
The Vibe: Visionary, authoritative, polished, and foundational.
Who is on Camera: Founders, C-Suite, key department heads.
Where it Lives: Homepage hero section, "About Us" page, investor pitch decks.
The Customer Testimonial (The "Proof It Works" Video)
Primary Goal: Conversion, objection handling, and sales enablement.
The Vibe: Authentic, relatable, metric-driven, and story-focused.
Who is on Camera: Your happiest, most successful clients (ideally matching your target buyer persona).
Where it Lives: Landing pages, email outreach sequences, case study pages, LinkedIn ads.
The "Before You Film" Checklist: Aligning Your Team
Before you book a crew or draft a script, ask your internal team these rapid-fire alignment questions.
What is the single most important action we want the viewer to take after watching?
Who is the exact buyer persona we are speaking to?
Where in the marketing funnel will this video live?
What is the absolute hard deadline for the final deliverable?
Who holds final approval power on the edit?
Are there strict brand guidelines (colors, fonts, tone) we must adhere to?
Pro Tip: Authenticity over Perfection > Viewers are highly attuned to "corporate speak." The goal is polished professionalism, not rigid perfection. Allow your subjects to speak in their natural cadence.
The Core Question Banks
Use these categorized lists to build your creative briefs and interview scripts.
1. Strategy & Audience Questions
To resonate, you must understand exactly who is watching and what they care about.
Who is the primary demographic for this specific video?
What is their current state of mind before pressing play?
What is the main pain point keeping them up at night?
What are the common objections this audience has to our product/service?
What is the primary emotion we want them to feel (e.g., relieved, inspired, secure)?
Is this video targeting a local market (e.g., DFW specific) or a national/global audience?
What is the viewer’s baseline knowledge of our industry? (Avoid jargon if low).
How does this video fit into our broader quarterly marketing strategy?
Are we trying to appeal to end-users, decision-makers, or both?
If they only watch the first 10 seconds, what must they understand?
What a good answer sounds like: "Our audience is mid-market CTOs. They are stressed about data migration security. We want them to feel that we are the safest, most meticulous pair of hands in the industry."
Common Pitfall: Trying to speak to everyone. A video for "everyone" is a video for no one.
2. Messaging & Positioning Questions
These questions define the core narrative and ensure brand consistency.
What is our unique value proposition (UVP) in one sentence?
What are the three core pillars of our service/product?
What makes us distinctly different from our top three competitors?
What is the "origin story" element that matters most to our current customers?
Are there specific industry keywords or phrases we must include?
Are there specific buzzwords or phrases we must avoid?
How do we describe our company culture in three words?
What is the "big vision" for the company over the next 5 years?
If a viewer forgets everything else, what is the one takeaway they must remember?
What is the specific Call to Action (CTA) at the end of the video?
What a good answer sounds like: "Our UVP is that we offer enterprise-grade software with consumer-grade usability. If they remember one thing, it's that our platform requires zero employee training."
Common Pitfall: Listing features instead of benefits. Focus on how your product changes the user's life, not just what the product does.
3. Story & Structure Questions
Great videos have an arc. These questions help build a narrative flow.
What is the "Hook" (the first 5 seconds) that will stop them from scrolling?
What is the "Before" picture (the problem state)?
What is the "Inciting Incident" (the moment they realize they need a change)?
What is the "Journey" (implementing your solution)?
What is the "After" picture (the successful resolution)?
Who is the hero of this story? (Hint: In a testimonial, it's the customer. In an overview, it's the viewer).
Who will narrate the story? (On-camera interviews vs. professional voiceover).
How do we transition from the emotional hook to the logical features?
What is the pacing of the video? (Fast and energetic vs. slow and deliberate).
How do we visually represent "success" at the end of the video?
What a good answer sounds like: "We start with the chaos of end-of-month reporting (Before). We introduce our software as the calm organizer (Journey). We end with the CFO leaving the office at 5 PM on a Friday (After)."
Common Pitfall: Making the company the hero of the customer testimonial. Your company is the guide; the customer is the hero.
Pro Tip: Visual Storytelling (B-Roll) > Never rely solely on talking heads. Plan B-roll that actively demonstrates what is being said. If a subject talks about collaboration, show them working dynamically with a team, not just typing at a desk.
4. Proof & Specificity Questions
Platitudes don't sell; data and specific outcomes do.
What specific metrics or KPIs can we highlight (e.g., "saved 40 hours," "increased ROI by 200%")?
Can the customer speak to the financial impact of our product?
Can the customer speak to the emotional impact (e.g., less stress, better work-life balance)?
What awards, certifications, or partnerships can we showcase visually?
How long has the customer been using our product?
What other solutions did they try before finding us? (Why did those fail?)
What was the implementation process like? (Was it faster/easier than expected?)
Can we show the product actually working in real-time?
Who is the most senior person at the client company willing to go on camera?
Do we have permission to use their exact revenue numbers, or should we use percentages?
What a good answer sounds like: "Before using the software, our error rate was 12%. Within three months of implementation, it dropped to 1.5%, saving us roughly $200k a quarter."
Common Pitfall: Vague praise. "They are great to work with" is weak. "They responded to our server crash at 2 AM on a Sunday within five minutes" is powerful.
5. Production & Logistics Questions
Smooth shoots require meticulous logistical planning.
Where exactly are we filming? (Office, client site, studio).
If filming on location, do we have permission from building management?
Is the filming space quiet? (Avoid areas near HVAC units, active construction, or loud breakrooms).
What is the natural lighting like in the chosen room?
What is the exact schedule for the shoot day? (Allow 30-45 mins for setup/teardown).
Who is responsible for styling/wardrobe for the on-camera subjects?
Is there a clean, aesthetically pleasing background available?
Do we need a teleprompter, or will this be conversational? (Conversational is usually better).
Who from our team needs to be on set to ensure factual accuracy?
What are the parking and load-in logistics for the production crew?
What a good answer sounds like: "We are filming at our Frisco headquarters in Conference Room B. It has sound-dampening panels, no direct sunlight issues, and we have it booked for the entire day so the crew isn't rushed."
Common Pitfall: Underestimating audio. Viewers will forgive slightly dark video, but they will immediately click away if the audio is echoey or garbled.
6. Interview Performance Questions (For the Subject)
These are the actual questions the director will ask the subject on camera.
Warm-up:
Tell me what you had for breakfast today. (Gets them talking and sets audio levels).
How long have you been at the company, and what exactly do you do?
The Core: 3. Take me back to before you hired us. What was the main problem you were facing? 4. How was that problem affecting your day-to-day work or your bottom line? 5. Why did you ultimately choose us over the competitors? 6. Walk me through the onboarding/implementation process. How did it go? 7. Was there a specific "aha" moment where you realized this was the right choice? 8. If you had to quantify the results we've achieved together, what metrics come to mind? 9. How has this impacted your team on a personal or operational level? 10. If another company was on the fence about working with us, what would you tell them?
What a good answer sounds like: The interviewer asks the questions, but the subject incorporates the question into their answer. Example: Instead of saying "Three years," they say, "I've been working with Image Media Lab for three years now."
Common Pitfall: Giving the subject the exact questions days in advance. This leads to rehearsed, robotic answers. Instead, give them general "topics of discussion."
Pro Tip: The Magic of "Tell me more about that." > The best soundbites rarely come from the first answer. When a subject says something interesting, pause and simply say, "Tell me more about that" or "How did that make you feel?"
7. Editing & Deliverables Questions
Know what you are buying before you start.
What is the target runtime for the final "hero" video? (e.g., 2-3 minutes).
Do we need shorter cutdowns for social media? (e.g., 15s, 30s, 60s formats).
Do we need vertical (9:16) versions for Instagram Reels/TikTok/YouTube Shorts?
Will the video require closed captions? (Yes, always. 80%+ of social video is watched on mute).
Are we incorporating motion graphics or animated text?
Do we need to purchase royalty-free music, or do we have an existing library?
Will there be a custom thumbnail provided?
Are raw project files included in the contract, or just the final renders?
How many rounds of revisions are included in the scope?
In what format will the final files be delivered? (.MP4, ProRes).
What a good answer sounds like: "We need one 2-minute horizontal hero video for the website, three 30-second vertical cutdowns for LinkedIn ads, and SRT files for closed captioning. We expect 2 rounds of revisions."
Common Pitfall: Asking for vertical versions after the shoot is over. If you need 9:16 video, the crew must frame the shots specifically for vertical during production.
8. Distribution & ROI Questions
A great video sitting on a hard drive has zero ROI.
Where will this video be natively hosted? (YouTube, Vimeo, Wistia).
How will we drive initial traffic to the video upon launch?
Will this video be used in paid ad campaigns? If so, which platforms?
How will the sales team use this video in their outreach cadence?
Will we transcribe the video to turn it into an SEO-optimized blog post?
How will we measure success? (Views, watch time, click-through rate, pipeline generated).
Who is responsible for uploading and optimizing the video (tags, descriptions)?
How often will we review the analytics for this asset?
Is there an internal rollout plan to share this with employees?
What is the lifespan of this video before it needs to be updated?
What a good answer sounds like: "We will host on Wistia for the landing page to capture emails, use YouTube for SEO discoverability, and the sales team will link the 30-second cutdowns in their follow-up emails."
Common Pitfall: Only looking at "view count." For B2B corporate video, 100 views from highly qualified target accounts is infinitely more valuable than 10,000 views from random internet users. Focus on engagement rates and pipeline influence.
Plug-and-Play Video Production Templates
Don't start from scratch. Copy and paste these templates to streamline your pre-production process.
Template 1: The One-Page Video Brief
Use this internally to align your marketing team and agency partners.
Project Name: [e.g., Q3 Customer Success Story - TechCorp]
Primary Goal: [e.g., To accelerate middle-of-funnel prospects in the healthcare sector.]
Target Audience: [e.g., VPs of Operations at mid-sized hospitals.]
Core Message: [e.g., Our software reduces compliance audit times by 50%.]
Tone/Vibe: [e.g., Professional, energetic, data-driven.]
Deliverables Required: [e.g., 1x 90-sec Hero Video (16:9), 2x 15-sec Ads (9:16).]
Budget / Scope: [e.g., Fixed package: Corporate Narrative]
Key Dates: Shoot Date: [X], First Review: [Y], Final Delivery: [Z].
Template 2: Testimonial Prep Email to Customers
Send this to your client a week before the shoot to set them at ease.
Subject: Preparing for our upcoming video shoot! 🎥
Hi [Name],
We are so excited to highlight [Client Company]’s success next week! I wanted to send a quick note on what to expect.
The Vibe: This is going to be a relaxed, conversational interview. No memorization required! We want your authentic thoughts.
Topics We'll Cover:
What your day-to-day was like before using our platform.
Your experience during the onboarding process.
The specific results and time-savings your team has seen.
What you would tell a peer who is considering working with us.
What to Wear: Please wear whatever you’d normally wear to a nice meeting. Solid colors look best on camera; please try to avoid tight patterns (like houndstooth or thin stripes) as they can distort the lens.
Our crew will arrive at [Time] to set up, and we'll only need you for about 45 minutes starting at [Time].
Let me know if you have any questions!
Template 3: Short Call Sheet Outline
A call sheet ensures everyone knows where to be and when.
Shoot Date: [Date]
Location: [Full Address + Parking Instructions]
On-Site Contact: [Name & Cell Phone Number]
Schedule: > * 08:00 AM: Crew arrives, load-in, set up lighting & audio in Conference Room A.
09:00 AM: B-Roll filming (establishing exterior shots, office ambiance).
10:00 AM: Interview 1 - [Name, Title].
11:00 AM: Interview 2 - [Name, Title].
12:00 PM: Lunch break.
01:00 PM: Directed B-Roll (Subjects walking, collaborating, looking at screens).
02:30 PM: Wrap and load out.
Ready to Elevate Your Corporate Narrative?
Producing a video that actually drives revenue requires more than just a nice camera; it requires elite strategy, efficient execution, and a deep understanding of corporate positioning.
At Image Media Lab, we don't just hit record. We are a professional, agency-level team dedicated to high-end corporate storytelling. Based in the DFW metroplex, we serve forward-thinking companies in Dallas, Fort Worth, Plano, Frisco, McKinney, and beyond.
We believe in predictable pricing and stress-free execution. That's why we offer fixed-scope packages like our "Corporate Narrative" package for $4,999, delivering top-tier strategy, filming, and post-production without the unpredictable hourly billing.
Stop guessing what to ask, and start filming content that converts.
[Request a Quote Today] and let's plan your next corporate overview or customer testimonial.
FAQ: Corporate Video Production Questions
How long should a corporate overview video be?
A corporate overview video should ideally run between 90 seconds and 2.5 minutes. This is enough time to introduce the brand, highlight the value proposition, and establish trust without losing the viewer's attention.
What is the best way to prepare a customer for a video testimonial?
Do not give them a script to memorize. Instead, send them a brief email a few days prior outlining the general topics of discussion. Advise them to wear solid colors and assure them the interview will be a relaxed, guided conversation.
What makes a good customer testimonial video?
A strong testimonial focuses on a specific narrative arc: the problem they faced, the process of implementing your solution, and the measurable, specific results (e.g., time saved, revenue generated) they achieved.
How many people should be interviewed in a company overview video?
For a standard 2-minute overview, feature 2 to 3 key voices (such as the Founder, Head of Product, or a key leader). Featuring too many people will make the video feel disjointed and rushed.
Should we use a teleprompter for our corporate video?
Generally, no. Teleprompters often result in stiff, unnatural delivery. It is usually better to have an experienced director conduct an off-camera interview to capture authentic, conversational soundbites.
How do you measure the ROI of a corporate video?
Measure ROI by tracking metrics aligned with your goals. For top-of-funnel overviews, track engagement rate and watch time. For mid-funnel testimonials, track conversion rates on landing pages and pipeline velocity influenced by the video.
Why is B-roll important in corporate videos?
B-roll (supplemental footage) is crucial because it visually demonstrates what the speaker is talking about, breaks up the monotony of "talking head" interviews, and keeps the pacing dynamic to retain viewer attention.
How much does a professional corporate video cost?
Costs vary widely, but professional agency-level corporate videos typically range from $4,000 to $15,000+ depending on the scope. For example, Image Media Lab offers a comprehensive "Corporate Narrative" package at a fixed rate of $4,999.