The key to any type of content you create for your business is this: don’t be boring. And that’s especially true when creating corporate videos. I think the first way to accomplish that goal is to use humor. Attention spans are short, and comedy is always a way to hook interest and keep people watching. That doesn’t mean that you have to get extremely silly, but even sarcastic humor – especially with a dry subject – can elevate the entertainment value.

Second, find ways to humanize the video. It doesn’t matter whether you’re selling a new product, trying to recruit employees or boosting brand awareness, you must engage on a personal level with your audience. How? The best way is to convey the culture of your company, whether it’s through testimonials or relaxed “meet the team” vignettes; you have to present your company and your products as something that the average viewer can relate to.

Third, the production value must be above average. You have to rent a good-quality camera, and you need outstanding sound quality, graphics and high-def images. You may be tempted to skip this part and do it yourself, but a low-budget video will make your company look cheap and unprofessional. Spend a little money to hire a video production team to make your videos distinct and professional, which conveys a lot about what you value and how you want your company perceived.

Finally, I think you have to always keep these four letters in mind: K.I.S.S., meaning keep it super simple. Don’t overstay your welcome, and don’t belabor the point. Get your message across as quickly as possible and the video. Cleverness, humor and production value will only hold your audience for so long, so get in and out.