The most requested formats are the corporate film, in which an organisation introduces itself, and the instructional or explainer video, which shows a process or product step by step. Alongside these are event highlight and wrap-up films, interviews with staff or clients, and recordings of conferences and lectures used afterwards as a knowledge library or on-demand programme. Animation belongs here too, for example to explain a process, figures or a service that cannot be filmed. Which format fits depends on the goal and where the video will be shown, since a film for a trade fair calls for something different from a video for internal use.

It starts with a briefing: what is the goal, who is the audience, where will the video be shown, and what message should stick. A concept follows, with a script or scenario, and for animation a storyboard, so it is clear in advance exactly what will be made. Then comes the shooting day or, for animation, the design and production of the visuals, followed by editing with music, voice-over, subtitles and brand elements. Finally there are usually one or two rounds of feedback and delivery in the required formats, and it is wise to agree in advance how many revision rounds are included.

Animation excels when there is nothing to film: abstract processes, figures, a service, software, a timeline, or a situation that does not yet exist. It also offers a solution for subjects that are difficult or unsafe to record, or where recognisable people on camera are undesirable. A practical advantage is adaptability: text and voice-over are easy to swap for another language or a new version without reshooting. Film, by contrast, works better when the subject is people, atmosphere, craftsmanship or a location, because real footage carries more credibility.

Above all time and calm: a suitable location without disruptive background noise, enough room to set lights, and a schedule with slack, since shoots almost always run long once several people appear on camera. For interviews it helps if speakers know the questions in advance and which key points they want to make, without learning a script by heart. Attention is also paid to clothing in calm colours without fine stripes, and to practicalities such as power, keys and access. Finally, consent from recognisably filmed individuals matters, usually recorded with a short release form.

Typically a main version is delivered along with several variants, for example a short cut for social media and landscape, portrait or square formats per channel. Subtitles are almost always needed, because videos start muted by default on phones and subtitles also make the video accessible to viewers who are hard of hearing. With music, check the licence, since only music covered by a valid usage licence may be published online. It is also sensible to agree how long the source files are retained, so the video can be adapted or reused later.