What makes a video credible
Credibility arises when message, images and tone fit together. A video loses impact if it sounds promotional but shows no real situation, or if it is glossily polished although the audience is a pragmatic Swiss SME. A simple test: would you show this video to a critical customer who knows your company well?
- The message can be explained in one sentence without marketing clichés.
- The people in the video come across as real contacts, not extras.
- Language, imagery and pace suit the target group and the market.
- The video answers a concrete question rather than merely conveying image.
- The next step is clear, such as contact, appointment or request for a quote.
A video is rarely weak for lack of technology, but because of an unclear decision taken beforehand.
What matters particularly in Switzerland
| Aspect | What counts | Typical mistake |
|---|---|---|
| Language | Swiss German dialect, standard German or several languages, depending on audience and channel | A version that pleases internally but feels distant externally |
| Subtitles | Many videos are watched without sound; subtitles also help with dialect | Forgotten subtitles, or machine-generated ones with errors |
| Imagery | Real workplace and real employees | Interchangeable stock aesthetics unrelated to the company |
| Message | Concrete benefit for customers, applicants or partners | Generic image statements any firm could make |
| Multilingualism | Re-record in French or Italian or subtitle properly | Literal translation without regional adaptation |
There is no universal answer on language. Dialect feels approachable and local but can create barriers outside German-speaking Switzerland. Standard German is more widely understood but can quickly sound stiff, depending on the speaker. What matters is who should see the video, and where.
Planning without wasted reach
- Define the goal: build trust, explain an offer, recruit staff or support sales?
- Name the audience: who should see the video, and what do they already know?
- Set the core message: which sentence should stick after watching?
- Choose channels: website, social media, sales meetings, trade fairs; length and format follow from this.
- Settle approvals: who decides, so the process does not stall?
The most common mistake is to talk about camera and editing first. For impact, what matters more is which statement should stand, which scene builds trust and which wording works both internally and externally. A good planning meeting usually saves more time than a later round of corrections, especially in SMEs where those responsible have limited capacity.
To settle before filming
- Who speaks in the video, and which statements are binding?
- Which terms, products or customer names must not be mentioned or shown?
- Which rooms can be used, and when are they quiet?
- Who gives the final approval on site?
- Has everyone being filmed given consent?
Do not forget rights
Personality rights, including the right to one's own image, also protect employees and customers. Obtain written consent and agree what happens if someone leaves the company. Music needs a valid licence for the intended use, and filming in public spaces or with drones may require permits. If in doubt, clarify the requirements with the production company or a specialist.
Choosing the right production company
Professional production is especially worthwhile when trust needs to be built, a complex offer made understandable or a company positioned more clearly. When comparing providers, the following questions help:
- Does the portfolio show work for comparable companies and goals, not just spectacular images?
- Does the provider ask about goal and audience first, or about the technology budget?
- What is included: concept, shooting days, editing, sound, subtitles, formats for different channels?
- How many rounds of corrections are planned?
- Who receives which usage rights, for how long and where, and who owns the raw footage?
Good sound quality is often more important than the latest camera. A lean video with a clear message and clean sound frequently comes across as more credible than an elaborately staged production.