Your About Us video is often one of the first pieces of content a potential customer sees when researching your business. It sits on your website. It lives on your YouTube channel. It might be shared by your sales team, included in pitches or sent to prospects who want to understand who you are before they speak to you.
Yet, for many businesses, the About Us video is also one of the most neglected pieces of brand content. It may have been produced several years ago, when the company looked different, sounded different, offered different services or targeted a different audience entirely.
At the time, it may have done the job perfectly well. But does it still reflect the business you are today?
Signs of a dated video deployment
An outdated About Us video can suggest an outdated business. One of the clearest signs of an outdated video is that the message no longer matches what your business offers. There could be several reasons for the change: services might have evolved, or perhaps there is now a stronger proposition that isn’t reflected in the story it tells.
Visual style is another giveaway. If your brand video looks more like something out of 1998 than 2026, it could be doing more harm to your current brand than good. Poor lighting, dated graphics and low-quality audio can all come together to make a video feel tired.
And it might be too long. Older brand videos may have fallen into the trap of trying to say everything; the company history, every service, every department and every possible reason to buy.
Finally, people buy from people, and if the video still relies heavily on generic stock footage, it can be another factor that negatively affects trust. People don’t see the brains and personality behind the business.
What a good one should look like
A good About Us video should help people understand your business quickly. It needs to tell the audience exactly what you do, but perhaps more importantly, why the audience should trust you more than others in what you do.
The best brand videos also tell viewers what the company helps its customers achieve, rather than listing services or repeating internal messages. It should also feel current. That doesn’t equate to having to chase every new visual trend or producing something overly polished for the sake of it. But it should give a compelling, modern impression of your business.
And critically, it should feel human! Generic stock images and visuals that get replicated on every B2B website need to move aside for team interviews, customer stories, behind-the-scenes footage or carefully selected visuals that show the business in action. If that video can then be clipped into different formats, such as shorter clips for social media, it can work harder across multiple channels, rather than sit on one page and gather dust.
Finally, it should be produced with the end result in mind, so thinking about the message, audience, format, length and distribution before filming begins.
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