2 Great Types of Videos that Convert to Real B2B Leads
October 9, 2019

An Invaluable B2B Tool

B2B Marketing and branding specialists all around the globe agree that video is the most powerful medium to reach our audiences. After all, video will soon take up 80% of all Internet traffic and is seeing no signs of slowing down. Jason Hsiao, founder of Animoto , stated that businesses need to learn how to “speak video” if they want to keep up with today’s digital landscape. In other words, video is today’s most sought-after language.

As is the case with trying to learn any new language in a foreign environment, growing your branded video presence is hardly a simple task. It’s not just about learning the textbook words and phrases – but learning the way native speakers themselves choose to communicate. Similarly, your video needs to come in a familiar, recognizable way so that your viewers click in knowing what to expect.

At the end of the day, your video’s B2B conversion ratio will hinge on how effectively you communicate your key message, defining factors, and core values. And that might not always be by simply stating what it is you do and what the product is. So, let’s look at some of the most effective, tested ways to style your video for gaining the attention – and leads – of your desired business groups.

Story-based Videos

People often ask what our name “Arc and Crown” stands for. The “Arc” represents the narrative arc in storytelling (exposition, setup, climax, resolution), while the “Crown” represents top royalty. In other words, our name is based on the golden rule that “Story is King.” And that’s exactly why video centered on storytelling is number one on our list.

With the business world as we know it turning fully digital, what we’re seeing today is a decreasing amount of human connection as people spend more time in front of a screen and less time in front of each other. This means that users are actively looking for the human emotion lacking from most digital communications – whether it’s sadness, anger, laughter, inspiration, joy, or pride. They want to consume video content that feels human. And if you can provide that range of emotions, you’re at a good place to drive them to action – ideally to your landing page.

Stories stick. That’s why even if we’re not necessarily shooting a completely story-based video, we’re still usually looking for elements to help define your story. Even Angela Ahrendts, CEO of Burberry, stated that they had brought in a cultural anthropologist to help them hone in on what their story is.

Here is one example for WeConnect International to show how you might create an engaging story while still keeping your service or organization relevant.

Explainer Videos

Explainer videos are simple in concept but have their own subtleties that make them shine. The difference between an effective and ineffective explainer video is this: if you’re thinking of making an explainer video that just becomes an “about us” campaign, people are going to click elsewhere.

The fundamental core of explainer videos is providing value to the viewer. The focus is on the viewer and what they can learn from you. This is a less direct form of marketing for your brand, and it works. People want to collaborate with people that they believe actually care about their business. Present yourselves as an expert and provide useful information while indirectly showing off your company culture and uniqueness – and suddenly you’ll find people looking to contact you for business, not the other way around.

Check out this example of a great explainer video about the Cloud Sidekick Pipeline Optimization Platform, which facilitates agile development:

There are other types of videos that we will be covering soon. If you’re interested in successful B2B video content that sees results and ROI, these 2 types of videos are a great place to start. Always be on the lookout for how you can humanize your content further. If your creative juices are spinning after seeing these examples, but don’t know where to start shooting, Arc and Crown has you covered as one of the most trusted guides to great video in Toronto, ON. Share your ideas here and we’ll get you up and running.

Self-Recorded Video Production in Toronto: A Simple Process for Scalable, Professional Content

April 8, 2026
Self-recorded video is becoming one of the most effective ways for Toronto-based companies to communicate internally, train teams, and build a strong, authentic brand presence—without relying on full-scale production for every piece of content. But most teams hit the same challenges: What should we say? How do we make it look professional? How do we keep it consistent across teams? This guide breaks down a simple, repeatable self-recorded video process designed specifically for businesses in Toronto looking to scale their communication. In fast-moving industries like finance, healthcare, and tech across Toronto, video has become essential for: Internal communication across hybrid teams Employee training and onboarding Leadership messaging Company-wide updates Self-recorded video allows organizations to: Move faster without production bottlenecks Create more authentic, human content Reduce ongoing production costs Build a scalable internal content system The key is having the right structure and support in place. Step 1: Start With Clarity, Not Guesswork Before hitting record, successful teams align on strategy first. What Toronto Businesses Should Focus On: Define your objective Are you creating training content? Internal updates? Executive communication? Choose the right format Talking head, screen recording, or guided presentation? Work within your team’s capabilities Whether you're a downtown corporate office or a growing startup, your process should fit your resources. Structure your messaging clearly Simple, direct communication performs better than overproduced scripts. Get expert guidance when needed Strategic support early on prevents wasted time later. Clarity upfront saves time, budget, and internal friction. Step 2: Capture Content Your Team Feels Confident Creating Once the plan is clear, recording becomes easy and repeatable. Most Toronto teams are already equipped to film using: Smartphones Laptops or webcams Basic lighting setups What Makes the Biggest Impact: On-camera confidence Professionals aren’t always natural on video but some training can dramatically improve delivery. Simple technical setup Clean audio, proper framing, and lighting matter more than expensive gear. Test recordings A quick trial run avoids common mistakes. Flexible workflows Recording should fit into your team’s schedule, especially in busy corporate environments. The system ensures consistency and quality. Step 3: Turn Raw Footage Into Branded, Ready-to-Use Content This is where your videos become valuable business assets. Post-Production That Elevates Your Content: Edit for clarity and engagement Remove filler, tighten messaging, improve pacing. Repurpose content Turn one recording into multiple internal or external assets. Add branding Graphics, captions, and visual consistency reinforce your company identity. Deliver ready-to-use videos Content that can be immediately shared across teams or platforms. For Toronto organizations, this step is key to maintaining a professional standard at scale. Make Your Video Content Work Across Your Organization Creating content is only part of the equation—distribution drives impact. Teams often integrate self-recorded videos into: Internal communication platforms Learning and development systems HR onboarding processes Marketing and employer branding With the right system, your content doesn’t just get created—it gets used consistently across the business. Build a Scalable Video System (Not Just One-Off Content) The most effective companies in Toronto don’t treat video as a one-time project. They build a repeatable workflow that allows them to: Produce content consistently Maintain quality without slowing down Scale communication across departments Self-recorded video becomes a long-term business tool. Looking for Self-Recorded Video Support in Toronto? If your team is exploring how to implement self-recorded video effectively, having the right structure can make all the difference. From planning and on-camera training to editing and delivery, a clear process ensures your videos are not just created, but actually drive results. Contact us for more info https://www.arcandcrown.com/contact
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Advocate for Diabetes Canada

January 19, 2026
"Volunteer advocates are at the heart of Diabetes Canada’s efforts to bring about positive change. They represent the voice of the 11.7 million Canadians living with diabetes or pre-diabetes and speak for those who cannot speak up for themselves. Advocates help raise awareness of diabetes and the daily burden of living with the disease. They participate in Diabetes Canada advocacy campaigns and events across the country, and they help influence public policy by building relationships with elected officials in their ridings and promoting Diabetes Canada’s policy recommendations through their personal and professional networks. To support and grow this vital community, Diabetes Canada launched a new advocacy training series designed to make it easier than ever for people to get involved: Speak up & speak out Getting involved is easy Introducing Diabetes Advocacy 👉 Watch the videos and learn more here: DIABETES CANADA Bringing Advocacy to Life With Video Arc + Crown Media partnered with Diabetes Canada to help bring this important advocacy training to life through strategically designed animated videos, we helped make the training: 🎥 Clear and accessible Animation helped break down complex concepts into simple, visually engaging sequences, so viewers instantly grasp key ideas — like what advocacy is, how it works, and how they can participate. 📈 Action-oriented and motivating The pacing and progression were intentionally structured so someone watching could move from curiosity to confidence — ready to take action. Our approach ensured the advocacy training wasn’t just informative — it felt welcoming, inclusive, and empowering to volunteers from all walks of life. Why Animated Training Content Works Training and onboarding content — especially for volunteer programs and advocacy initiatives — needs to be engaging, easy to understand, and repeatable. Animation is uniquely suited to this because it lets you: Illustrate abstract ideas visually (e.g., advocacy processes, decision pathways) Keep attention with motion and visual cues Streamline complex information into digestible chapters Adapt content for web, social channels, and virtual learning platforms By combining animation with thoughtful narrative structure and live footage, Arc & Crown Media helped create a training resource that volunteers can come back to again and again — whenever they need a refresher or want to share training with others. How Arc + Crown Media Can Help Your Organization At Arc + Crown Media, we specialize in strategic video production that helps organizations educate, train, and inspire their audiences. Whether you’re working with: Volunteers Clients or customers Employees and stakeholders Advocates or community members …we can help you build animated and live-action video series that turn complex ideas into clear, compelling content. We specialize in corporate and nonprofit video production that supports long-term communication strategies, not just one-off campaigns. Organizations work with us to create: Animated explainer videos Training and onboarding video libraries Internal communications from leadership teams Culture and employer branding videos Educational and advocacy content This is especially valuable for companies and nonprofits that need to communicate consistently across departments, locations, or audiences. For many of our clients, video becomes a recurring communication asset — helping them save time, improve message clarity, and increase engagement. Here’s what we bring to every project: ✨ Message strategy & script development 🎬 High-quality animated and live action production 📊 Content designed for multi-platform use 🤝 Collaborative creative process tailored to your mission Video isn’t just storytelling — it’s a strategic communication tool that scales your training, expands engagement, and aligns audiences around your mission. Ready to Make Video Work for You? If your organization needs: Training and onboarding content Advocacy or awareness campaigns Educational or mission-driven storytelling Animated explanation videos …video can be one of the most effective ways to communicate. Looking for Animated or Training Video Production in Canada? If your organization is planning: Volunteer or employee training programs Advocacy or awareness initiatives Internal communications strategies Educational content for clients or stakeholders Professional video production can dramatically improve how your message is understood and remembered. Arc + Crown Media is a Canadian video production company specializing in animated and live-action video content for training, internal communications, and advocacy. We help organizations communicate complex ideas clearly and connect with their audiences authentically. 👉 Contact Arc & Crown Media to learn how video can support your communication goals. Arc + Crown Media creates video content that helps organizations communicate clearly, connect authentically, and scale their impact. Let’s talk about your next video project and how we can help you achieve your goals.
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