When it comes to corporate video, many companies still fall into the same trap. Let me explain.

We live in a world saturated with content. Within seconds, viewers decide whether to keep watching or scroll past. And the reality is, people can smell “corporate comms” a mile off.

We’ve all seen those generic, “feel-good” videos that could belong to any company: vague mission statements, beautiful glossy shots, big smiles, and buzzwords like “passion,” “excellence,” and “innovation.” It’s not that these values aren’t real, it’s that they’ve been said so many times they’ve lost their meaning. 

A recent poll by Preply found that 48% of Brits find business buzzwords annoying — with phrases like “blue-sky thinking,” “touch base,” and “circle back” topping the list. People don’t want marketing spin or polished messaging. They want something real and honest.

At Feedback Films, we’ve worked with major clients across industries, and time and again we’ve seen the same thing: audiences don’t engage with overly scripted, “perfect” messaging. Why? Because it doesn’t feel real and creates a disconnect with the audience. They know they are going to be given a “polished” version of the reality, not what is actually going on.  

Too often, companies focus on what they want to say — the achievements, the strategy, the big picture — and forget to ask what the audience actually wants to hear. Real stories, real voices, and a bit of honesty go a lot further than a list of talking points.

And yes, you can absolutely show the positive. But without contrast, without challenge, reflection, or vulnerability, it lacks emotional weight.

So, how do you move past the clichés?

At Feedback Films, we’ve learned that authenticity isn’t just a creative choice, it’s a strategic one. Here’s how we help our clients tell stories that actually land:

1. Start with real voices, not a script

Let people speak for themselves. Unsurprisingly, your team members, frontline staff, or partners often say the most powerful things — things you can’t plan for, but that make your video stand out.

2. Be brave enough to include the hard stuff

We always encourage our clients to lean into the uncomfortable or imperfect moments. If something’s been a challenge, say it. That’s where connection happens. That’s where trust is built.

3. Avoid overproducing for the sake of polish

Yes, production value matters. But not at the expense of honesty. Sometimes a well-framed handheld shot says more than a slick tracking shot ever could. It’s about the tone, not just the finish. 

4. Ditch the generic, embrace the specific

Instead of repeating your mission statement, show it in action. Use real examples. Specificity makes things relatable, and credible.

GSK recently released a video that perfectly exemplified this. It directly addressed the “elephant in the room”, the perception a lot of people have that pharmaceutical companies are the “bad guy”. The way they started the video with this statement and then went on to explain their purpose and the work that their people do every day was a masterclass in rewiring a message to resonate deeply with the audience. 

Openly communicating challenges, or even admitting mistakes – because no business is flawless – actually shows a company’s authenticity, making customers feel more connected.

In a world full of noise, people are looking for something that feels genuine. Something they can relate to. A story that tells the truth, even if it’s imperfect, is far more powerful than one that tries to look perfect but says very little.

We’re not here to create highlight reels. We’re here to help organisations tell their stories in a way that feels honest, human, and meaningful.

If that sounds like something you believe in too, let’s talk.