Picture a buyer with three vendors left on the shortlist. The demos looked alike. The pricing looked alike. So they click the one page that isn't about the product: About Us.
That's where a company About Us video does its work. The buyer isn't there for your founding date. They're deciding whether to trust you with a contract that runs for years.
And trust breaks into four plain questions. Will you be around? Who will I work with? Where are you going? What do you actually make?
The short answer: the company About Us videos that work answer one trust question. Family Album answers “will you be around?” with the years on screen. Handshake answers “who will I work with?” with the people and the values they keep. Compass answers “where are you going?” with a future the buyer gets to share. Workbench answers “what do you make?” by letting the work do the introducing. The 26 videos below are sorted by the question they answer. If you'd rather sort by who's watching, see these company introduction videos sorted by audience.
Planning a company About Us video?
Talk to the Advids team about style, budget and timeline before you write the script. Start with the one trust question your buyer is asking.
“Will you be around?” If buyers doubt you'll last, put the years on screen.
A diner sign that says “Since 1958” answers a question before you walk in. Your buyer asks the same thing before a multi-year contract: will this vendor still be here at renewal?
I call it the Family Album: dated proof that the company has done this for a long time. It borrows from the company history video, but here the years serve one job: trust. Eight examples.
CSL About CSL video
CSL's About video opens on a promise made over a century ago. Then it shows the company that grew out of that promise.
What works here:
The past comes first, so today's global footprint reads as a promise kept, not a boast.
Scale is concrete: state-of-the-art facilities, a plasma collection network, and medicines and vaccines reaching patients in over 100 countries.
It names who the work is for: people living with rare and serious conditions.
The move: Open on the promise your company was founded on, then show it kept. If your first line could sit on any company's About page, rewrite it.
Medtronic PillCam 20th anniversary video
Medtronic marks 20 years of its PillCam capsule endoscopy system. One product's anniversary becomes the case for the whole company.
What works here:
Photorealistic CGI shows the capsule's mechanics and its path through abstract anatomy.
The script calls the PillCam a “beacon of light” and a “moonshot,” and says it “takes guts to lead.”
It closes on Medtronic's “Further, Together” line, tying 20 years of one device to the company.
The move: If one product has a long record, let its anniversary speak for the company. Test: can a viewer say how many years after one watch?
PerkinElmer 85 Years of Science video
“85 Years of Science with Purpose” fits PerkinElmer's history into 46 seconds. Archival black-and-white film cuts to modern labs.
What works here:
The cut from archive to today does the history lesson. No timeline needed.
Science leaves the lab. The video connects its instruments to brewing and environmental health.
One line carries the ethos: “For the Better.”
The move: If you have old film, cut it straight against today's shots. The viewer should feel the years without reading a date.
LexisNexis Risk Solutions Protecting the Everyday video
“Protecting the Everyday” traces LexisNexis Risk Solutions from the 1970s to today. Then it shows what that history built.
What works here:
Tech imagery moves decade by decade, and a DNA helix ties the eras together.
Particle animation lays out the portfolio: Fraud and Identity, Financial Crime Compliance, Payments Efficiency and Risk Orchestration.
Named products, ThreatMetrix and WorldCompliance, turn the history into things a buyer can evaluate.
The move: After the history, name the products it produced. Years earn attention. Product names earn the next click.
Intro to Baillie Gifford video
An investment firm's intro that starts in 1908 with the young car industry and runs to genetics and post-carbon solutions. The timeline is the argument for patience.
What works here:
Minimal 2D motion graphics turn a century into one readable line.
A “train tracks” analogy separates its “entrepreneurial and academic” approach from “brokers” and “financial commentators.”
The values are named: “Learning, Patience, and Fortitude.” A rocket launch closes it.
The move: If your approach is patience, prove it with a long timeline, then name what you are not. Test: could a rival say your line? If yes, sharpen it.
Alation 10 Years Later data catalog video
“10 Years Later: Who's the GOAT of Data Catalogs?” Alation borrows the sports GOAT debate to mark a decade.
What works here:
Animated athletes set up the GOAT idea before Alation steps in.
A stadium of award banners shows outside recognition, from names like Gartner, Forrester, Snowflake and Fortune.
The founding claim is dated: the first data catalog, in 2012. The tagline: “you can't spell GOAT without the OG Alation.”
The move: If you were first, put the year on screen. Then show who outside your company agrees.
Ocado Group two decades video
“Online shopping pioneers for over two decades.” Ocado Group introduces itself as a technology platform for online grocery, without a single product shot.
What works here:
A 3D “O” moves through a maze and balances on a seesaw, standing in for the problems grocers face.
The promise is in the buyer's terms: faster speed to go-live, faster market entry, scaling with confidence.
Simulations, modelling and digital twins show how Ocado de-risks a build before it starts.
The move: If your platform is hard to film, let your logo act out the problem. Test: mute it. Does the shape still tell the story?
ACV Auctions June sales milestone video
ACV Auctions marks a June sales milestone with numbers: over 53,000 vehicles listed and 40,000+ sales in one month.
What works here:
Kinetic type delivers the figures fast, one after another.
App screens show the inspection behind each sale: “Virtual Lift” undercarriage scans and AMP engine sound recordings.
Five years of platform building frame the milestone, ending on “putting you in the driver's seat.”
The move: Mark a milestone with a number your buyer can check. Then show the work that produced it.
Way 2 · Handshake
“Who will I work with?” If buyers can't see past the logo, show the people and what they hold to.
Years prove you'll last. They don't say who picks up when something breaks.
Before you hire a contractor, you want to meet the person who'll be in your house. A SaaS buyer signing an annual deal wants the same: a face, and the rules that face works by. I call it the Handshake: the people and the values, on screen, before the pitch. It's close to the business core values video, aimed at buyers instead of staff. Five examples.
Latitude Purpose and Values video
Latitude, a financing company, introduces itself through its purpose and four values.
What works here:
Abstract shapes morph as each value appears: take ownership, pursue excellence, win together, create tomorrow.
Text and visuals move in sync, so every value gets its own beat.
The purpose lands in customer terms: financing “in the moments that matter.”
The move: Write your values as verbs and give each one its own scene. If a value can't be acted out, it's a slogan.
Geely International Women's Day video
Geely's International Women's Day greeting introduces the company through the women who work there.
What works here:
Split-screen 2D animation shows women as mechanics, tech developers and managers.
On-screen text spells out the commitment: to respect its women employees and help them rise.
The roles run from the front line to management, so the company reads as a whole, not a department.
The move: Show the range of people behind your product, by role. A buyer wants to picture who answers their call.
Portfolio Recovery Associates Debt Happens teaser
An 18-second teaser, “Debt Happens,” puts Portfolio Recovery Associates' stance toward customers ahead of its process.
What works here:
Gray figures carry the weight of debt. Color returns as they reach a resolution.
A mobile app screen shows payment plans adjusted with a slider.
Fairness and respect are the values it leads with, aimed at a stigma most people already know.
The move: If your industry has a bad name, say how you treat people before you say what you do. Test: would a skeptic believe the first 5 seconds?
Amp X grid flexibility leader video
Dr. Irene Di Martino, Head of Amp X, explains the company's system-wide approach to the energy transition. The video runs on the Energy Digital channel, not Amp X's own.
What works here:
One named leader carries the story, with on-screen text backing each point.
Aerial cityscapes and industrial sites show the work, from EV charging apps to solar farms.
Specific deployments make it real: first-of-their-kind Smart-Transformers and growing Virtual Power Plant operations.
The move: Put one named leader on camera, and cut to the work each time they make a claim.
Ernest 2024 Brand Reveal video
Ernest Packaging's 2024 brand reveal introduces the company through its values and its “>” mark.
What works here:
The “>” mark morphs into real objects, from pizza slices to circuit boards.
Values get scenes, not bullet points: “Creative,” “Integral,” “Curious.”
It names Design, Forecasting and Fulfillment, then ends in real warehouses and logistics.
The move: Turn each value into one picture. Then end on real work, so the values have somewhere to land.
Way 3 · Compass
“Where are you going?” If buyers are buying your roadmap, show the future and their place in it.
People and values cover today. But your buyer is also signing up for your next 3 years of releases.
Nobody follows a guide who can't point at the destination. I call it the Compass: one clear picture of where the company is heading, with the buyer's business inside it. Think of it as a corporate mission video that shows the road, not only the goal. Five examples.
Motion Industries Future of Motion video
“Future of Motion” defines Industry 4.0 first. Then it places Motion Industries, and its customers, inside it.
What works here:
Hexagon animations and live shots show industry becoming more efficient, automated and intelligent.
Predictive performance takes the “guessing game” out of uptime, for electric motors, bearings and pumps.
The destination belongs to the buyer: plants, factories and distribution centers that are “smarter, connected, more profitable.”
The move: Define the future in one line, then show the customer's plant in it, not yours.
About Excella video
Excella's About video casts the company as a guide for organizations working through digital change.
What works here:
Isometric motion graphics turn data architecture and complex systems into clear pictures.
A “pinball” sequence stands for finding a path through tangled systems.
The arc runs from today's problems to bold ideas turned into working solutions.
The move: Cast your buyer as the hero and your company as the guide. Test: who moves forward in your video, them or you?
TIBCO Digital Factory video
TIBCO's Digital Factory video lays out where it wants to take manufacturers: from scattered data to real-time insight.
What works here:
The plan has four steps: connect, sense, analyze, act.
The future stack is named: IoT, edge computing, AI and computer vision.
Over two decades of experience back the forward view.
The move: Give your vision steps. “Connect, sense, analyze, act” is a plan a buyer can repeat in their own meeting.
Intellias software-defined vehicles video
Intellias introduces itself through the future of the car: software-defined vehicles.
What works here:
Wireframe 3D cars and trucks fill with code and interface projections.
The expertise is named: connected cars, autonomous driving, HMI and navigation.
One number anchors the vision in today: “170+M vehicles” running Intellias solutions.
The move: Pair your vision with one number from today. The future is easier to believe from a company already in it.
Solplanet Powering the Future video
Solplanet's corporate film starts in space and ends on solar solutions “for everyone.”
What works here:
A glowing portal stands in as a “new door” for renewable energy.
3D product shots place its modular solutions in homes, future cities and Mars-like landscapes.
A consistent blue palette ties every scene back to the brand.
The move: If your vision is big, keep one visual thread through every scene. Test: freeze any frame. Can you tell whose film it is?
Way 4 · Workbench
“What do you actually make?” If buyers can't picture your work, let the work do the introducing.
Some buyers skip the story. They want to see the thing.
A carpenter's best business card is the table in the shop. For a software buyer, that's a working screen. I call it the Workbench: the company introduced by what it makes, the same idea behind product branding videos. To be clear, several of these are product films more than About Us films. They're here for that one technique. Eight examples.
Bobbitt Blue Line Aviation drone tour
Bobbitt, a commercial construction company, introduces itself with 36 seconds of drone shots of one finished build: Blue Line Aviation, next to an airport.
What works here:
No narration. The building does the talking.
Smooth orbits show the modern lines and materials up close.
The runway in frame shows the build working inside a complex setting.
The move: If your work is visible, show one finished job and say nothing. Test: would a buyer know what you do with the sound off?
Mastercard in a Minute video
“Mastercard in a Minute” introduces the company by what its network does on an ordinary day.
What works here:
The logo's circles open into a world map: 210 countries and 150 currencies.
Everyday scenes show the work: an online cart paid with Masterpass, a watch tapped for transit.
It widens to businesses and governments, with cross-border e-commerce and payment disbursements.
The move: Show 2 or 3 moments where your product touches a normal day. Test: can a viewer name one after a single watch?
MCL Noodle animated spot
A 31-second spot for MCL restaurants that introduces the brand through one product: noodles rolled by hand every day for 60 years. It's posted on The Ferguson Agency's channel and credited to the studio Scofield, not to MCL.
What works here:
Six million hand-rolled noodles become one animated strand spanning 2000 miles.
Cut-paper animation and a folksy soundtrack set a homemade mood.
It ends on a child enjoying the meal, so the craft meets the customer.
The move: Add up your daily work into one total, then make the total visible. A number a viewer can picture beats a claim.
Vexcel Imaging Intergeo Digital update
Vexcel Imaging's update for Intergeo Digital is closer to a product video than an About video. It's here for one technique: a company shown as hardware, software and data together.
What works here:
The UltraCam Osprey 4.1 camera comes with specs on screen, including 150-megapixel RGB oblique imagery.
UltraMap 5.0 software runs the workflow, from data ingest to 3D reconstruction.
The Vexcel Data Program adds a cloud-based library of aerial imagery.
The move: If your company sells a full stack, show each layer in order: capture, process, deliver.
Camozzi Automation pressure booster video
A product animation of Camozzi Automation's Series BPA pressure booster, not an About video. It's here for one technique: a see-through view that proves engineering skill.
What works here:
“Ghosted” CGI shows the internal mechanism, with animated gauges.
On-screen text names the benefits: a 1:2 pressure ratio and energy efficiency.
Three sizes, 40, 63 and 100, show the range.
The move: If buyers judge you on engineering, open the casing. One cutaway says more than a capabilities slide.
Küschall K-Series 2.0 wheelchair video
A product film for the Küschall K-Series 2.0 manual wheelchair, posted by Invacare Portugal. It's here for one technique: design detail standing in for the brand.
What works here:
Photorealistic CGI shows the hydroformed frame and the monobloc chassis.
Adjustability gets numbers: a 5-position center of gravity and 6 backrest angles.
Personal choice closes it, with 5 chassis colors and decal styles.
The move: If buyers configure your product, show the options as a count. “6 angles” is easier to trust than “fully adjustable.”
AiDot WELOV P200S air purifier video
A product film for AiDot's WELOV P200S air purifier. It's here for one technique: a product explained layer by layer.
What works here:
A CGI breakdown shows three filter stages: pre-filter, H13 True HEPA and activated carbon.
Features appear inside a home: PM2.5 monitoring, a child lock and a timer.
Quiet becomes a number: 23dB.
The move: Break what you make into layers and show them one at a time. Test: can a viewer name the layers after one watch?
Bullhorn Talent Platform video
Bullhorn's own channel posts this video under the name “Bullhorn Talent Platform.” The company and its platform share one name, so the product video doubles as the introduction.
The move: If your company and product share a name, make sure the product video also says who you are. Test: would a new viewer know the company from it alone?
Pick your way
Which trust question does your About Us video answer?
The short answer: ask what your buyer still wonders about you. Your staying power, your people, your direction or your work? The answer picks the way. One question per video. If two are loud, make two short videos instead of one long one.
Now go back to that buyer on your About page, three vendors left. Your mission line sounds like the other two. Your video is the one thing that can't.
The move: ask your last 5 won deals what made them trust you: your record, your people, your direction or your work. Build your About Us video around the most common answer.
A mission line says who you want to be. A video shows who they'll be working with.
FAQ
Company About Us Video Examples FAQ
What is a company About Us video?
A company About Us video is a short film that introduces the company behind the product, so a buyer can decide whether to trust it. The strong ones answer one trust question: will you last, who are you, where are you going, or what do you make. CSL's About video, for example, opens on a promise made over a century ago.
How long should a company About Us video be?
Most run 1 to 2 minutes. 17 of the 26 videos on this page fall in that range. The shortest is Portfolio Recovery Associates' teaser at 0:18. The longest is Vexcel Imaging's update at 3:47. Cut anything that doesn't answer your one trust question.
What's the difference between an About Us video and a company profile video?
An About Us video answers whether the buyer can trust you. A profile video answers what you offer and to whom. They overlap, but a profile leans on services and clients. For that format, see these company profile videos sorted by proof.
What's the difference between an About Us video and a brand story video?
A brand story video argues for a belief about the buyer's world. An About Us video introduces the company itself: its record, its people, its direction or its work. Many About videos borrow a story arc. For the story-first format, see these B2B brand story videos.
Should a company About Us video show the founders?
Only if a person is the reason to trust you. On this page, Amp X puts one named leader on camera, Dr. Irene Di Martino. Most of the others use animation, archive film or the work itself. A named face helps most when buyers will deal with leadership directly.
What if a company has no long history to show?
Skip the Family Album. Use a Compass or a Handshake instead. Excella and Intellias lead with where they're taking the buyer, not with dates. Latitude leads with four values. A young company can be trusted for its direction and its people.
Should a company About Us video include numbers?
Yes, if the buyer can check them. CSL names over 100 countries. Mastercard names 210 countries and 150 currencies. ACV counts over 53,000 vehicles listed in one month. One checkable number does more than three adjectives.
How do you show company values without sounding generic?
Give each value a scene. Latitude gives each of its four values its own beat as shapes morph. Ernest turns “Creative,” “Integral” and “Curious” into pictures. If a value can't be shown as an action, it reads as a slogan.
Can a product video work as an About Us video?
Sometimes. Bobbitt's drone tour of one finished build introduces the whole company without a word of narration. It works when the product is the proof. It doesn't work when the buyer's question is about people or staying power.
Should a company About Us video use animation or live shots?
Use live shots when your people or your work are the proof, the way Bobbitt shows a real building. Use animation when the work is hard to film, the way Ocado's 3D “O” acts out grocery problems. PerkinElmer mixes archive and modern film to show time passing.
Does a company About Us video need a voiceover?
Usually, yes, because trust questions need a clear answer. Bobbitt is the exception: no narration, just the build. If you go without a voiceover, the pictures must answer the question alone. Add captions either way, since many viewers watch on mute.
How often should you update a company About Us video?
When the answer to the trust question changes. A new name, a new product line, a new market or a big milestone all qualify. Ernest's 2024 brand reveal is an example of a company re-introducing itself after a change.
How do you measure whether a company About Us video works?
Track what happens after the About page. Count clicks to your demo or contact page from viewers versus non-viewers. Check watch time and where viewers drop off. A drop-off point is a trust question your video didn't answer.
Patterns from the analysis
Company About Us Video Best Practices
These counts come from the written breakdowns of 25 of the 26 videos above. Bullhorn has no breakdown, so it's left out. These are not frame-by-frame timings. Read each count as what this set did, not as market data.
Year Count
Should a company About Us video say how long you've been around?
Observation
CSL points to a promise made over a century ago. PerkinElmer counts 85 years, MCL 60, Medtronic 20 and Alation 10. Baillie Gifford starts in 1908. LexisNexis starts in the 1970s. Ocado and TIBCO cite over two decades. ACV cites five years of platform building.
Data
10 of 25 breakdowns put a number of years or a founding date on screen.
The move
If you have a record, put it in one number. “85 years” is a fact. “Decades of experience” is a feeling.
Reach Figure
Should a company About Us video show its scale?
Observation
Mastercard names 210 countries and 150 currencies. CSL reaches patients in over 100 countries. ACV counts over 53,000 vehicles listed and 40,000+ sales in a month. Intellias cites “170+M vehicles.” MCL counts six million hand-rolled noodles.
Data
5 of 25 breakdowns name a scale number.
The move
Pick one scale number your buyer can check, and say it once. Then move on to what it means for them.
Stand-In Object
How do About Us videos make an abstract company easy to picture?
Observation
Ocado's “O” runs a maze. Alation borrows the sports GOAT. Baillie Gifford uses train tracks. Excella uses pinball. LexisNexis uses a DNA helix. Ernest morphs its “>” mark. Solplanet opens a portal. Portfolio Recovery Associates turns gray to color. Medtronic calls its capsule a “moonshot.”
Data
9 of 25 breakdowns hang the company on one recurring object or metaphor.
The move
Pick one object that stands for what you do, and bring it back in every scene. A buyer remembers a shape longer than a sentence.
Named Values
Should a company About Us video name its values?
Observation
Latitude names four values. Ernest names three. Baillie Gifford names “Learning, Patience, and Fortitude.” Geely names a three-part commitment to its women employees. Portfolio Recovery Associates leads with fairness and respect. PerkinElmer and Medtronic close on one ethos line each.
Data
7 of 25 breakdowns name values or a one-line ethos.
The move
Name no more than four values, and show each one as an action. A list nobody acts out reads like a poster.
Face on Camera
How many About Us videos put a person on camera?
Observation
Only Amp X puts one named leader on camera. Geely shows animated women in many roles, but none are named. The rest lean on animation, archive film, products or buildings.
Data
1 of 25 breakdowns features a named person on camera.
The move
If your buyer will deal with your leaders, put one on camera. Few About videos do, so a real face stands out.
How to plan
Where to use your company About Us video
Put the video where the trust question gets asked. That one rule decides most placements.
The About page. Above the fold, before the team photos and the timeline. Study a few About Us page examples and note what each one puts first.
Late-stage sales emails. Send it when a buyer is down to a shortlist and checking vendors, not products.
Procurement and security reviews. A short Family Album cut answers “will you be around?” before anyone asks.
Recruiting pages. A Handshake cut does double duty for candidates.
The move: check which page buyers visit right before they book a call. If it's About Us, that's where your video goes first.
How to script a company About Us video
Seven decisions, in order. Each one narrows the next.
Question. Pick the one trust question this video answers.
Proof. Find the evidence for it: a year, a person, a roadmap or a finished job.
Last line. Write it first. It's the answer, said in under 10 words.
First line. Open on the buyer's world, or on the promise you were founded on.
Object. Choose one picture that stands for the company and repeat it.
Values. If you name them, start from the core values at work your team actually uses. Give each one a scene.
Cut. Remove every line that could sit in a rival's About video.
The move: read your draft with your logo removed. If a buyer couldn't tell it's you, rewrite the proof line first.
Company About Us video production process
Every About Us video runs through the same three stages. Knowing them keeps a project from drifting.
Pre-production. Set the trust question, the proof and the audience. Gather archive film, dates and numbers early. Then the script, the storyboard, the budget and the timeline.
Production. Film people and real work where they are the proof. Animate what can't be filmed: a network, a roadmap, a value.
Post-production. Edit, add motion and sound, get feedback in one round, then cut a short version for sales emails and social.
The move: collect your proof before you book a shoot. A date, a number or a finished job decides what gets filmed.
Jai Ghosh is a Video Producer at Advids, where he has planned and produced videos for B2B software and technology companies for 7 years. He works on product demos, explainer videos and brand videos, from the first script to the final cut, for clients from startups to enterprises.
Before Advids, Jai spent over 11 years in freelance media consulting, after starting out in digital journalism. He writes the Advids blog's breakdowns of product and demo videos, sorting real examples by the question each one answers for a buyer.
Focus: SaaS product demos, explainer videos and brand videos
Experience: 7 years at Advids, over 11 years in media consulting
